A short Guide to Data-Driven Advertising
1
Motivation and Structure
2
Introduction
2.1
Real-time Advertising
3
Gathering Data
3.1
The concept of pixels
3.2
How does the German tagging landscape look like?
3.3
Utilization of pixel data
3.4
Consequences for security & e-commerce
3.5
Design of a deliberate data strategy
4
Owning a Data Management Platform
4.1
DMP data integration
4.2
DMP technology integration
4.3
DMP media use cases
5
Modelling User Profiles
5.1
What is look-a-like modelling?
5.2
Factors influencing modelling accuracy
6
Buying Targeting Data
6.1
On intent data
6.2
Selecting data providers
6.2.1
Targeting data and competition
6.2.2
A crude metric to evaluate targeting data efficiency
6.2.3
The data provider dilemma
6.3
Evaluating targeting data
7
Measuring Ad Effectiveness
7.1
Current state of digital measurement
7.2
Incremental ad effectiveness
7.2.1
Ad effectiveness a Google Adwords example
7.2.2
The digital advertising industry avoids discussing the increment
7.3
The attribution discussion - a smoke screen
8
Conclusions
8.1
Data: A market for lemons
8.2
Ad effectiveness: The industry is not striving for better measurement
8.3
Outlook
9
References
Data-Driven Marketing’s Darkest Secret - The pitfalls of buying targeting data
Chapter 9
References