Tech Talk with R/GA: Algorithmic Matchmaking
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R/GA approaches media in the same innovative way as we do in our award-winning creative practice. We look at what the market is doing and apply different strategies and tactics to achieve brand goals. When everyone zigs, we zag. We’ll discuss how R/GA has recently built out our Media & Connections department with Data Scientists who specialize in the Decision and Social sciences to create algorithms, performance models and budget allocation scenarios for all types of advertisers and campaigns.
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Proprietary & Confidential. © 2014 R/GA All rights reserved. /
Marketing Science
sci·ence [sahy-uhns]
knowledge, as of facts or principles;
knowledge gained by systematic
study.
mar·ket·ing [mahr-ki-ting]
the total of activities involved in the transfer
of goods from the producer or seller to the
consumer or buyer, including advertising,
shipping, storing, and selling.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Tech Talk with R/GA: Algorithmic Matchmaking
- 1. Proprietary & Confidential. © 2014 R/GA All rights reserved. R/GA Media Connections Digiday Retail Summit January 30, 2014
- 2. 2 Proprietary & Confidential. © 2014 R/GA All rights reserved. / Marketing Science sci·ence [sahy-uhns] knowledge, as of facts or principles; knowledge gained by systematic study. mar·ket·ing [mahr-ki-ting] the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.
- 3. 3 Proprietary & Confidential. © 2014 R/GA All rights reserved. / R/GA uses Decision and Social Sciences to exploit undervalued opportunities OUTSMART Traditional media strategies typically look to outspend the competition OUTSPEND or
- 4. 4 Proprietary & Confidential. © 2014 R/GA All rights reserved. / OUTSMART CREATIVE • Campaigns • Platforms • Products OPPORTUNITIES • Audiences • Channels • Partners • Timing Algorithmic Matchmaking
- 5. 5 Proprietary & Confidential. © 2014 R/GA All rights reserved. / Integrated Search Maximize collective returns across search DMA Lift Maximize performance in key DMAs Staircase Approach Maintain engagement while growing Likes Z-Flighting Efficiently engage interest groups Performance Points Balance scale and efficiency Sample Algorithms
- 6. 6 Proprietary & Confidential. © 2014 R/GA All rights reserved. / Algorithms to outsmart the competition
- 7. 7 Proprietary & Confidential. © 2014 R/GA All rights reserved. / Algorithms to outsmart the competition Trading Desk Planning/ Buying Findability/ Search Connections Planning
- 8. 8 Proprietary & Confidential. © 2014 R/GA All rights reserved. /
- 9. 9 Proprietary & Confidential. © 2014 R/GA All rights reserved. / Declared Interest: Gourmet Food Facebook “Auction” Target
- 10. 10 Proprietary & Confidential. © 2014 R/GA All rights reserved. / We discovered an undervalued route to the audience Declared Interest: Gourmet Food Adjacent Interests: Celebrity News & Popular Music Target
- 11. 11 Proprietary & Confidential. © 2014 R/GA All rights reserved. /
- 12. 12 Proprietary & Confidential. © 2014 R/GA All rights reserved. /
Editor's Notes
- Our audience 3x more likely to follow celebrity news and popular music We bid for new fans in the Facebook “auction” using interest descriptions like “Gourmet,” “dinner party” but we were being outspent
- Our audience 3x more likely to follow celebrity news and popular music This is a third of the cost of the conventional “gourmet” target Ryan Gosling is cheap!