TRADERTALK TV > Data

In this week’s #TraderTalkTV, Weborama’s Managing Director for the UK Mathieu Roche maps out how 1st and 3rd party data can be used in audience targeting. Using a recent case study with McKinsey, Roche goes into how they built the process, and how they applied concepts like the chi-squared test to the target a user population base to boost campaign performance for its telco advertiser partner.

In this week’s #TraderTalkTV, Adobe’s Director of New Product Innovation for EMEA, Jonathan Beeston, breaks down where Adobe sits in the space. Specifically, its journey migrating from its established heritage on the creative suite side to monetising and managing creatives, led by strategic acquisitions. From over 20 offerings that it felt were confusing the market, Adobe has streamlined down to five solutions for simplicity: Analytics, Experience Manager, Target, Social and Media Optimiser.

In this week’s #TraderTalkTV, Visual IQ‘s Adit Abhyankar explains how the conversation around attribution is moving from analytics to operations. Visual IQ addresses the problem of attribution by looking at both direct and cross-channel, digital and offline. Adit breaks down how to action this data from a practitioner’s point of view, holistically, integrating both top-down and bottom-up attribution. Combining the standard, econometric approach with granular digital attribution leads to more informed scenario planning. Moving from merely a statistical approach to actually observing user behaviour at the user level, leads to recommendations at the placement and keyword level — which can be optimised in real-time.