The Social Web will change the internet market of the future and especially online marketing business models. Data driven advertising, new kinds of social targeting, realtime data and mobile will lead the game. Market overview, social data and future market potentials

1. Data Driven Advertising in the Social Web Lecture / FH FurtwangenMichael Altendorf11.5.2011

2. AGENDA PART 1: THE NEW MARKET PART 2: SOCIAL DATA PART 3: OPPORTUNITIES

3. PART 1: THE NEW MARKET

5. Mobile Data/internet flatrate will change life of many people around the world

6. The personalized web comes close to the first vision of the internet

7. Communication is everywhere, even your new TV will have Skype Source: Computer History Museum

8. The Social Web market is already No 1 The Social Web may still be in its early phases, but it is likely to transform the fundamental businesses of the Internet far more rapidly than the incumbents anticipate. » » (Accel Ventures – The rise of the social web, 2009)

9. Facebook‘s revenues increase fast "Its early days are unproven fully, but Facebook believes that's the holy grail," observed analysis Kawaja.

10. And Facebook‘s valuation increases even faster (max ~95B) Source: Techcrunch.com

11. Plattform vs. One Trick Pony Very hard to generate first network effects Difficult monetization as it is indirect e.g. Apps with $1 each or typical digital goods Source: Facebook HACK

12. Data Driven Advertising - Closed loop process automation Planning Define your target audience. Select from fixed audiences existing categories such as demography, occupation, education, and hobbies, or design your own unique target group. Ad Serving The delivery is fully automated within the Advertising Platform. Just choose a banner, specify the duration of the campaign, select a target group... and you‘re done! Real time campaign and conversion optimization. Market Intelligence Incorporate your new findings directly into your marketing plan to achieve a higher ROI Reporting You will receive an evaluation of your campaign in real time. Learn more about your users: How old are they? Where do they live? Are they female or male? Interests? Or integrate the social media measurement tools as you see fit. Analytics Real time campaign Optimization

15. 2011 is the year of M&A

16. Single tools will become platforms

18. The Social data revolution – Websites like Social Networks can increase their power Source: http://www.slideshare.net/tkawaja/terence-kawajas-iab-networks-and-exchanges-keynote

19. The new data layer will add more middleman Source: http://www.slideshare.net/tkawaja/terence-kawajas-iab-networks-and-exchanges-keynote

21. Is data on the web private?

22. Why is Foursquare (or i.e. Nike+ GPS data) used such often, if nobody wants to put private data online?1. Personal Data 2. Demographics: Age, Job, Joblevel etc. 3. Interests like Music, Movies, Books, Sports or even Quotations 4. Geo Data like City, Holiday Destination 5. Friends & Social Graph 6. Acitivities in Groups 7. Wall and Comments 8. Fotos 9. Specials e.g. Blogs or Videopodcasts after Content OK ( Gmail) Further use of optional User Data only under the terms of data Protection Beside the Data Protection you should respect the State of the User

23. PART 2: SOCIAL DATA

24. The New Information Age Source: http://techcrunch.com/2011/04/10/the-new-information-age/

25. What kind of data is available? Context Interests - Intent Identity Confidential 18 Source: Greg Stuart greg@gregstuart.com /Slideshare 18

26. Data is the key & social networks are leading Source: http://www.slideshare.net/tkawaja/terence-kawajas-iab-networks-and-exchanges-keynote SOCIAL TARGETING

28. Everything will be tracked. Even more on mobile

30. Single Sign-On Technologies / Facebook Connect rules the game Which Profile Data are available?

31. Amazon: Social Shopping with Facebook Connect SOCIALSHOPPING After Connecting with Facebook, Amazon gives you recommendations based on your and your friends public information. For Amazon, knowing which of their Customers knowing each other would be an extremely powerfull marketing tool. For the Users it can be very helpful to know each others interests, e.g. for buying birthday presents or borrow DVDs which are already bought by friends.

33. Collaborative Filtering

34. Advertising

35. RecommendationsPersonalized Experience with Facebook Connect

37. Is now on hold at Facebook

38. Sales houses will push this approach together with behavioral targeting vendors again as well to have aInstant Personalization – End of privacy?(Facebook stopped rollout due to transparency)

39. Real Time Identitfication

40. Augmented Reality

42. Tomorrow augmented reality games and physical world will converge

44. PART 3: OPPORTUNITIES

45. Facebook to communicate with your oldfriends

46. Badooto get in touch with newfriends

47. Foursquareaddslocationawareness

48. Yelpadds a businessinformationlayer on Google maps

49. Groupon real time shopping

50. Twitter User generated News, faster than Reuters

51. Opportunities in many areas! The new market: „Social Web“

53. Real Time

54. Personalized Content portals and ecommerce

55. Location Awareness

56. Mobile everywhereWhat to look for in the future

57. APPENDIX

58. Companies: www.adtelligence.de www.gravity.com/www.thecleversense.com/www.kamvar.org www.peerset.com www.media6degrees.com Articles http://techcrunch.com/2011/04/10/the-new-information-age/ http://www.slideshare.net/tkawaja/terence-kawajas-iab-networks-and-exchanges-keynote http://www.youtube.com/watch?v=35fNDzUe0vE www.slideshare.net/tkawaja/the-scienceification-of-media http://www.gpbullhound.com/researchpdf/GPBullhound%20Report%20-%20The%20Social%20Media%20Explosion%20-%20August%202010.pdf http://www.accel.com/download.php?file_id=80 More Information

59. Check it out: www.adtelligence.de Become a fan: www.facebook.com/adtelligence About ADTELLIGENCE

61. Founded by Michael Altendorf and Dr. Cyrille Waguet (SAP’s chief software architect of BI unit), together with venture capitalists

62. Team consists of experts that formerly held key positions at SAP, Google, & IBM

63. With its technology, ADTELLIGENCE creates the basis for successful business models in Web 2.0 & mobile platforms, increasing the competitiveness of social media services over traditional media

64. ADTELLIGENCE got awarded at the Intel Technology Entrepreneurship Challenge 2010 (IBTEC) in Berkeley About ADTELLIGENCE

65. Some impressions BUSINESS INTELLIGENCE SELF-BOOKINGPLATFORM SOCIALANALYTICS GEOTARGETING INTERESTTARGETING eCommerceAnalytics

67. Targeting / matchinghappens up to millions of times per second. Huge benefit: we scale the matching algorithms to millions of calculations per second and have minimal infrastructure costs at the same time.Social Targeting & Dynamic Personalization Process

68. Dynamic Personalization and Sales Funnel Analysis 1. Der Nutzer klickt auf den zielgruppen- optimierter Banner 2. Die Webseite passt sich dynamisch an die Bedürfnisse des Nutzers an 3. Der Nutzer wählt Ihre Produkte aus 4. Nach der Auswahl klickt der Nutzer auf "bestellen" 5. Die Daten des Nutzers werden abgefragt 6. Die Artikel sind gekauft Abbruch z.B. nicht alle Daten zur Hand Abbruch 3. Reminder Per E-Mail Per Rückruf Re-Targeting 1.Unvollständige Bestellung wird aufgenommen Re-Targeting Der Nutzer wird immer wieder in den Kaufprozess zurückgeleitet. Absprungraten werden so minimiert. - 20% - 25% - 25% Fußballtickets Frauenschuhe Frauenschuhe 2. Fehlende Daten werden nachgereicht Formular ausdrucken & per Post schicken Im Kundenbereich einloggen und Daten eintragen Per Telefon

70. Increase your Conversions with next Generation Web Analytics