Targeting Technologies for Social Networks

ADTELLIGENCE GmbH
Mannheim, Germany
www.adtelligence.de
info@adtelligence.de

“Cashing in” on Connections – Monetizing Today‟s Social Networks
White Paper (2009)

Chapter 4 – Targeting Technologies for Social Networks

Contents

4. Targeting Technologies for Social Networks

4.1 Marketing Channels: Social networks and Web2.0 sites in 2009

4.2 Data privacy is the critical basis of targeting

4.3 Overview of first generation Targeting Technologies

4.4 Targeting for Social Networks and Web 2.0 sites

4.5 Outlook on the trends of the next generation

www.adtelligence.de 2

Approaching the User in the
Wide World of Web2.0

 With the transition to Web 2.0,
Web 1.0 Editorial Content have publishing models on the
Internet completely changed?
Web 2.0 Additional User Generated Content
 The idea of user-generated
Most Import Source of Revenue content was introduced on
many websites and led to new
records in traffic on the Internet

Advertising  Still, the main revenue source
for many sites continued to
stem from advertising

 This raised the question of
whether the same approach
But: Should be used the should be used in this “new”
Internet world of Web 2.0
same approach today?


Web 2.0 Marketing Toolbox
Buzzwords that really help?

Web 2.0 Marketing  New online marketing techniques for Web 2.0 are
Toolbox often of a very creative nature

Viral Marketing  Most of the new tools are used to present the
same old methods of advertising: PR and news over
Early Adopter Marketing blogs or Twitter
Buzz and Guerilla Marketing
 The focus of interest within advertising has moved
Blogging and Twittering to viral marketing - network-based campaigns that
spread a message via “virtual” word-of-mouth – or
Brand Page “word-of-mouse”

“Become a Fan” of a Brand
- Facebook Fan Pages
 Despite the success stories of these creative
campaigns, their overall efficiency can not be
Online Events/Webinar estimated beforehand, and the campaigns remain
singular; they don’t repeat very well, nor are they
YouTube Video PR scalable
Company Radio & TV

Contents


4.1 Marketing Channels: Social networks and Web 2.0 sites in 2009






The Need for new Forms of
Online Advertising

The old and new terminology of online marketing

Performance Affiliate
Display Ads Suitable for sites
Marketing Marketing
with user-
generated
content?
in Video Semantic Behavioral
Ads Targeting Targeting

For Social Networks, the starting point is no longer the
static page for online marketing, but the entire site
itself is dynamic and interactive
 New forms of advertising are necessary!


Traditional Targeting Technologies
don‟t meet the expectations for
Social Networks

Previously for advertising technology, there was no difference between static
websites such as Spiegel, CNN, or FTD.de and dynamic Social Networks

HOWEVER: There was the assumption that current targeting technologies
could work for Social Networks – but were not likely to meet revenue
expectations

NOW: In today’s Social Networks there is no central topic, nor is there any edited,
professional content

People are now in the
and center of the
their interests equation


What advertisers need
to learn about Web2.0

Users of a Social Network
What are the needs
of these users?

Passive users become active consumers, shareholders, make comments and PR
on the brands that make them feel good and the ones with which they closely
identify

Advertisers need to learn to address these specific users according to their
interests!

Targeting makes it possible to
reach every user systematically

Today’s social media approaches Social Networks

Is every user

?
Become a fan of my Comment on my
brand! blog! interested in
listening to this?
Send a Beck’s Beer to Come to an online Can you monetize
a friend! event! a social network
this way?
How would you rate Install our song on
this advertisement? your site!

Each user needs to be targeted according to their interests in order to
maximize the advertising impact - targeting makes it possible, and
complies with data protection

Contents


4.1 Marketing Channels: Social networks and Web 2.0 sites in 2009






Areas of Conflict
Data in legal and emotional contexts

Legal Contexts User Sensitivity

 Today, data protection laws stipulate  Privacy is one of the critical success
that Social Networks can only use factors on the Internet - regardless of
personal data if the users grant them the legal situation
the right to do so (using “opt-in” clause)
 Some users tend to gladly and
 The re-use of their personal data has willingly expose personal information
serious legal consequences if any – however, if they feel their data has
violations of their personal rights have been unwarrantedly reused and their
been breached personal privacy and legal safety are
in danger, they will most likely take
legal action
 It is expected that laws will become
increasingly more strict as we move
forward into the future  In the case of semantic advertising
with GMAIL there is the continual
discussion whether “Google is
reading emails”


Using user data today and
tomorrow

Today’s users expect clear and open communication ensuring them that none of
their personal data will be passed on to third parties

Social networks need to clearly communicate that they use advertising data purely
for the purpose of market evaluation. Users will accept this when they can be sure
no personal data is being used, and they can avoid premium service fees

The current laws and sensitivity assessment leads to the fact that advertising data
are saved as anonymous

Behavioral targeting vendors ensure that private data are not used, placing an
anonymizing server between the IP address of the user and the allocation of the
advertising delivery system

Anonymizing services and providers of “opt-out” services that are in compliance
with all regulations continue to be on the increase


Wer-Kennt-Wen (Germany)
Communication for data privacy

An excerpt from one of Germany’s largest Social Networks, “Wer-Kennt-Wen”
privacy policy:

“Section 4.2 The advertisements for Wer-Kennt-Wen are supplied by third
parties, for example, by our contract partner, “Google”. The third advertisers
place a unique, temporary or permanent cookie in your browser that can be
accessed and read. When clicking on a particular advertisement via Wer-Kennt-
Wen, information about how many times you have viewed a particular ad, for
example, is collected and anonymously passed on to the advertisers.
There is NO personally identifiable information, such as your name or address,
generated or forwarded on. Nor can you be identified by any of the details of
this information.”
A typical, open and clear correspondence from a large social network.


Contents


4.1 Marketing Channels: Social Networks and Web 2.0 Sites in 2009
4.2 Data Privacy is the Critical Basis of Targeting

4.3 Overview of First Generation Targeting Technologies

4.4 Targeting for Social Networks and Web 2.0 Sites

4.5 Outlook on the Trends for the Next Generation


First generation targeting approaches
allowing for more focused banner
advertisements than ever…

• Banner or display advertising, next to search advertising is now the most
popular and commonly used form of advertising
Traditional Banner • Without targeting, the amount of banners wasted would be enormous –
Advertising which is one of the reasons for eroding CPMs, next to "click generators"
such as photo albums

First Generation Targeting

Contextual Targeting SemanticTargeting Behavioral Targeting

 Providers scan a page for  The next developed step after  Providers interpret the interest
keywords and manage ads on contextual targeting of a user from the pages
this basis, mostly display ads  Providers identify main themes they’ve previously visited
 Google AdSense is the best and the “meaning” using  According to this type of
known example sophisticated technologies targeting, the user is assigned
 The most appropriate banner is to a certain target audience
also shipped out from here. and delivered relevant
advertising


Contextual Targeting
Google AdSense made it famous…

Providers of this context-sensitive
advertising technology browse a web page
automatically by keywords

Certain terms are found, picked up, and
delivered to the relevant advertisements.
For example, Tennis = sports advertising 
delivered to an article about Boris Becker

Google AdSense is the best known provider
of this model

Contextual targeting is suitable for high-
content Web pages, but its disadvantage lies
in the fact that the meanings of the words
are not analyzed in their context


Semantic Targeting
Recognizing meanings within Web sites

Semantic targeting evolved out of context-
sensitive advertising

Key concepts are examined in relation to
one other by sophisticated database
technology, and their significances are
analyzed. For example, in an article about
Boris Becker and tennis = glamour

Semantic targeting is especially suitable for
high-content pages - the advantage is that
the technology “picks up” or
“understands” what the user is reading
and delivers related advertisements


Behavioral Targeting
Interpreting users‟ tastes
and preferences

Behavioral targeting attempts to Simplified Example of Behavioral Targeting
draw conclusions about a user's
interests and evaluates their
target group membership based
on the websites they’ve visited User Surfs the Net....

This only works by storing a Website 1 Website2 Website 3
cookie in the web browser of ESPN.COM CNN.com Porsche.de
user’s computer
Soccer News Automobile

The data stored in the cookie is
reconciled with the supplier’s ADServer synched ADServer synched ADServer synched

database (on the basis of
statistical forecasting models) and
Cookie
Cookie
assigned to individual target Cookie
saves:
saves:
saves: Sports Male, Sports,
groups evtl. Male
Car


Behavioral Targeting
User orientated -
including conclusions from the past

Advantages/Disadvantages of Behavioral
Targeting

 Behavioral targeting puts users in the
center of focus and not the contents of a
particular web page. Thus, allowing it to
draw better direct conclusions about the
user

 However, it tries to draw conclusions from
past data (web pages visited) along with the
help of statistical data and forecasting
models

 Behavioral targeting is good when there is
no other detailed data available about the
user and the visited web pages are well
suited for the target groups


Current Targeting Technologies
are gaining importance

Banners without Targeting Contextual Targeting

 Banner advertising without targeting  Contextual Targeting will be
will be less likely asked for in the continually replaced by semantic
future targeting in the future
 Due to the amount of wasted  Google AdSense, a simple and
spending, this approach will be usable application will keep this
replaced by modern targeting type of targeting alive in the future
technologies

Semantic Targeting Behavioral Targeting

 As sites increase with mixed  Behavioral targeting also will
content and user-generated continue to grow in importance
content, semantic targeting will  As users visit more sites more
continue to grow in importance quickly, their interests can be
 This is especially true if a user is not determined more frequently
easily identifiable  This is especially true for pages with
editorial content

For Social Networks these
Technologies are still only suitable to
a limited extent

Social networks are characterized by their content and special user
behavior, strongly differing in this way from other pages with editorial
content:
 User profiles, pictures, forums, and communication are emphasized  Users
commonly visit other user profiles. This complicates categorizing the
interests of a single user based on their surfing behavior. Social networking
sites are subject to continuous changes

 This makes the use of semantic and context-based technologies very inefficient.
 Even the statistical forecasting methods of behavioral targeting are inefficient for Social
Networks
 Users spend lots of time in Social Networks, but the simple fact that they visit one is not
enough for solid interest categorization
 Users can also “drill down” and specify their interests on their profiles - you can then
identify the user and evaluate the data with modern targeting technologies
 The enormous, intense usage and the amount of time spent on these Social Networks can
only be efficiently and successfully examined using today‟s special, most modern targeting
technologies and the evaluation of users‟ self descriptions - this will be covered in more detail
in the following section


Contents


4.1 Marketing Channels: Social Networks and Web 2.0 Sites in 2009




Social Networks
Benefit from End User orientated
Marketing Activity

■ For content sites, semantic and behavioral targeting are the best solutions and
allow better results than normal banner advertising
■ Soccer and sports are interesting for the user who visits a professional soccer
club page, but this information is not sufficient for a precise description of the
target group (Is he an “active” or a “passive” soccer player, wealthy or poor?)
■ On Web 2.0 pages and especially on Social Networks, the user creates his
profile and adds his interests, what he likes, and describes his attitude. This
allows for a systematic approach

■ MySpace and Facebook, as technological newcomers, have realized that the
user is focused in the center and content revolves around him. Therefore, the
main focus of the marketing strategies must be on the user
■ They allow advertisers to reach interested users right away and make it
possible to take out ads efficiently without having to consult imprecise data from
traditional surveying methods

User Profiles
Source of Demographic and psychographic
information

Usage of Self Written Content Typical Content of a User Profile

 What has been unthinkable only few years 1. Personal data
ago is now reality
2. Demographical data: age, profession, income,
etc.
 People like to write about themselves, their
interests, and their dreams and so provide 3. Interests (music, movies, books, sports or
information on the internet things like favorite quotations, etc)

4. Geographical data such as place of residence,
 Personal data is displayed: it is no longer a studying or travel destination
secret but rather an instrument of
communication 5. Friends and social graph

6. Group activities
 Hence, user generated content for Social
Networks is created voluntarily 7. Wall and comments

8. Photos

9. Specials such as Blogs or Video podcasts

A complete user profile can be very
extensive
Example:

■ Here is the profile of the MySpace co-founder
Tom Anderson at MySpace

■ He automatically is always the “first”
friend/contact after registration at My Space

■ Like most of the other users of a social network,
he describes his interests, his tastes in music, the
movies he likes, his age, where he lives and much
more

■ Therefore his detailed profile is not a unique case

■ The younger the user the more data he gives away
(“digital native”)


Due to data protection
Not all data in Social Networks can be used
for further processing

How to use data in the user profile:
NO GO 1. Personal data
OK 2. Demographic data: age, profession, income, etc.
OK 3. Interests like music, movies, books, sport or quotations
OK 4. Geographic data like place of residence, studying, travelling
Upon approval by user 5. Friends and Social Graph
Upon approval by user 6. Group activities
Upon approval by user
7. Wall and Comments
Upon approval by user
Upon approval by user 8. Photos
Ok, if by content (see Gmail) 9. Specials such as Blogs or Videopodcasts

 The further use of voluntarily given information in a user profile can only occur
according to current legal data protection regulations
 Besides data protection, there is also the User and his/her sense of privacy
which has to be considered

Facebook and MySpace
The largest and most innovative Social Networks
already offer targeting solutions

MySpace Hypertargeting Facebook Interest Targeting

MySpace refers to targeting of interests in user Facebook has integrated a similar function as “self-
profiles as Hypertargeting service” under the name Interest Targeting
 No personal data such as name or e-mail address is used  It is more detailed than the one of MySpace and makes it
 Yet, the interest targeting of MySpace is not able to possible to choose single fields in the profile, in order to
implement the definition of the target group for advertisers, narrow the target group down
since its capacity is not sufficient and MySpace is aimed  There are some restrictions to this technology: Only one
rather at smaller clients in special niches banner size can be selected, the website is divided into
 According to MySpace, hypertargeting enhances the usually general advertising space and advertising with interest
low click rate in Social Networks from below 0.5% to a targeting and there is no help in the selection of the interests.
minimum of 3 times more, and with sponsorships to more  Therefore, clients do not know if their target groups play
than 6 times more (3%). soccer as often as they watch a movie – which makes it
 This shows a huge potential, if this method is extended difficult to evaluate the data correctly
 Interest targeting provides a very good targeting solution for
Social Networks, yet is not sufficient to satisfy the demands of
agencies and advertisers, as they only reach half of the target
group and cannot define their “view of the world”


Targeting Approaches
Facebook Interest-Targeting


Targeting Approaches
MySpace Hypertargeting

Quelle: http://www.slideshare.net/MySpaceDevTeam/myspace-apps-advertising-programs


New Targeting ideas haven‟t yet been
established by German Social Networks

Facebook &  Has been adapted to the German market but is not a sufficient solution
 Facebook does offer interest targeting, but the possibility of geo targeting or selection of a
MySpace certain place such as a specific university is limited
Technology on  As shown, the big US networks have already started to offer some targeting solutions
the German  With the hyper targeting method of MySpace, an advertiser cannot identify an entire target
market? group for his product – corporate clients are reluctant and try - as „Fanta‟ did - to implement
viral marketing campaigns which are not scalable

What are the  German Social Networks do not yet have a targeting solution
 StudiVZ militates against using the interests of the users – they will probably not be able to maintain
German Social such hard a line, since the monetization of the platform would be nearly impossible otherwise (they
Networks doing? might concentrate on the group memberships of the users)
 WKW (‚Wer-Kennt-Wen‘) holds a clause in their data protection regulation which aims at utilizing data
for advertisement and market research but so far nothing important seems to have come from it

Idea of ADTELLIGENCE: Offer a modern targeting-
solution to the German market for targeting in Social Networks

ADTELLIGENCE ´s Targeting Technology

The objective of the ADTELLIGENCE Targeting Technology is to fuse the interest targeting of Facebook and
MySpace with the traditional way of defining target groups and to facilitate an integrated approach  the
implementation of socio-psychographic targeting

 Each advertiser should have the possibility to define his/her own target group in detail individually, without
wastage or imprecise statistical projections.
 The approach of MySpace has already demonstrated the successful increase of response rates – with the
ADTELLIGENCE approach the expected results will be even better
 An integration into the value added chain makes it possible to display each campaign only to those who belong
100% to the previously defined target group
 No expansions, surveys or statistics will be taken as a basis except by the individual user himself

Why isn’t anyone else already applying these possibilities?
In August 2009 the startup Rocket-Fuel near Stanford University in the Silicon Valley was launched and partly aims at
improving advertisement at Social Networks, too
Advertisers are not necessarily active users in Social Networks and therefore must be made familiar with it step by step


How is it possible to draw a comparison of
user profiles with a defined target group?

A comparison between user profiles and target groups takes place through
high-performance databases

Ideal Targeting Possibilities in Social Networks

 Due to precise market research, advertisers usually know their target group very well – still, they haven’t yet been able to
determine exactly its ways and location in the net
 In Social Networks, millions of users do not only give their socio-demographic data voluntarily but also their interests and
further information – ADTELLIGENCE provides the possibility to adjust the delivered data to the description of the target
group. This is a huge advantage for Social Networks and can be done with all kinds of data (age, favorite movies, hobbies, etc.)
 For this, a technical high-performance database has been built which allows millions of page impressions within only few
seconds
 The adjustment now happens directly without detour via forecast processes

But what do other providers of Web 2.0 pages, e.g. music portals or video-pages, do?

 For them, targeting can be profitable as well! Today it is possible to draw conclusions on a user‘s lifestyle through knowledge
of his/her taste in music: Who is more likely to buy life-insurance? The “Tokyo Hotel” or “Oasis“ listener? … With such minor
information, it is possible to define the age and get further information about the listener on music pages like last.fm or
Spotify


Implemention
How does ADTELLIGENCE„S Approach “Targeting
for Social Networks” work?

Targeting with Social Networks
No interpretations required – Each user behind the target group can be reached

(simplified image)

 Only anonymized data such as interests or demographical information are transmitted
 NO private contact information or IP-addresses will be retrieved
 Only the user whose interests exactly match the target group definition get addressed
 wastage in reaching a target group is in now advertising history.
From now on, advertisement always precisely fits to the person it is meant for!


Many advertisers use pre-assembled milieus
ADTELLIGENCE supports traditional
target- group descriptions

How do advertisers of Social Networks benefit from ADTELLIGENCE, if they use it as a standard?
• Many advertisers use – apart from their own definitions – pre-defined target groups like the Sinus or Sigma milieus*
• ADTELLIGENCE totally supports these widespread descriptions of target groups
• Clients do not have to get used to other complicated systems and can easily adapt to the new possibilities of socio-
psychographic targeting
• In addition, advertisers get feedback from what users are interested in outside of the milieus
• Clients are able to select standard milieus directly with a mouse click and then adjust further details
• Here you can see a screenshot from the menu:

1) Sinus, Sigma are incorporated brands of Sinus Socio Vision in Heidelberg and the Sigma GmbH in Mannheim

34
www.adtelligence.de

Advertisers
Define target groups explicitly through the
Targeting Engine

What are the advantages for advertisers…
… if the Targeting Engine is integrated into a Social Network?

 Standard milieus are just one possibility. A target group can be freely defined in all details
 Every customer can define their own target group from a number of unlimited possibilities
Define for example:
 from ABBA to Zappa  millions of music titles
 from Automobile to Zoo  thousands of interests
 from Frankfurt to Shanghai  Geo-Targeting
 from Teenager to Businessman  every age, every
phase of life and income
 from Adventurous to Conservative  every social
milieu
 age, job, gender…
 many more details are easily definable
 …as well as more characteristics and interests
 only users who match the target 100% are being
addressed!
 Waste? Absolutely none! Screenshot aus dem Targeting Menü


ADTELLIGENCE Targeting Engine 
user-optimized interface
 every imaginable selection can be made

Unlimited Targeting Options Recommendations Reporting & Analysis


Real Time feedback,
real time reaction,
100% optimization

Plan
campaign

analyze & ADTELLIGENCE Select tar-
optimimize Targeting 2.0 get group

Run
campaign

 A fully automated process allows you to filter and analyze data about the process and client’s
feedback in real time even while the campaign is still running
 The target group definition which has been developed through market research and surveys,
can be checked in real time and optimized
 While the campaign is active, feedback about its success can continue to be gathered.
 Result: A better approach to marketing.


Social Networks get better
marketability options and become much
more profitable

How do marketers and operators of Social Networks or Communities benefit...
from using this kind of Targeting Technology?

 Operators of social networks want to develop their advertising revenue through socio-
psychographic targeting
 Operators can both gain new clients because of the added value and increase the CPM with
already existing clients, as the response-rates will rise considerably (e.g. MySpace)
 Commercialization of Social Networks as a whole can be replaced with precisely adjusted target
group marketing:
 With this method even profitable affiliate models can be leveraged to specific target
groups
 The disadvantage of having a huge heterogeneous amount of users can be turned
into an advantage
 Social networks can become a cash-cow in the portfolio of the operator
 In addition, marketers and operators can provide their clients with detailed reports about the
effect of campaigns in certain target groups


Media Agencies can benefit by more
effectively controlling campaigns

How do Media Agencies benefit?
By increasing the customer satisfaction and effectiveness of their campaigns

 The effectiveness of the campaign can be reviewed in real time and adjusted, if necessary

 Extensive reporting-tools are available for clients and media agencies

 Readjustments, as well as a sudden change to the target group, are possible in real time, which
can have a positive effect on the campaign

 Testing campaigns for different target groups as well as scenario models is easy and cost-effective.

 In order to accommodate advertising clients with specific preferences, multi-leveled campaigns
are made possible to spark their interest


Social Networks benefit from
adequate and interesting advertisements

How can Social Networks benefit?
Less spam and a higher relevance of effective advertisements

 The use of data constitutes a problem, not only in terms of data protection in the legal sense
(more on that later) but also in a personal emotional sense – when “Facebook Beacon” wanted to
give user data to third-party supplier, the users rebelled

 User acceptance can be gained through open communication about exactly what data is being
used and how, and by pointing out the advantages for the user

 Through a targeted drive, every user receives less and more specific advertisement

 Systematic advertisement is important and interesting for every user

 Relevant advertisement is happily accepted by every user – overall media surveys have shown the
same results again and again


ADTELLIGENCE
A targeting solution completely
based on commission

Social Clients only pay for their
Network
benefit!

It’s a real commission
AD Server model as everyone in the
& Social
Advertiser Agency Marketer
Networks Network value-chain can use the
advantages from targeting,
reporting & market
intelligence and
Social
Network recommendations

To build and Campaign
scan target Mgmt
Real time groups To control
Reporting campaigns
& Mafo

ADTELLIGENCE Targeting Engine This produces a win-
On-Demand win situation in the
Business model value –chain for all
parties concerned!


Easy technical integration
for Web site operators

The technical integration into the existing system
Technology landscape is a walk in the park!

Highlights of the next generation today:

1. Software as a Service/on-demand model
■ Performance through Cloud Computing with Load-Balancing & AutoScaling
■ Extremely high data security – on demand System on decided servers
■ Service oriented architecture allows an easy and flexible integration
■ Support from standardized APIs and WebServices for an easy integration into existing
landscapes such as AdServer or Campaign-Mgmt
2. Clients don’t have to purchase new systems
■ The technique is fully integrable at different positions of the chain: Marketer, Social
Networks or AdNetworks can attach directly per APIs and a White Label Solution makes it
possible to directly integrate the targeting into your system
■ Optionally: a total integration into the Campaign-Mgmt or supply of a distinct system is
possible


Benefits for Operators,
advertisers and users

 Social networks, marketers, media-agencies, advertisers and users can benefit heavily from
the new possibilities of targeting

 Thanks to the new targeting technology of ADTELLIGENCE, the dilemma of having to address
the entire community as a whole, which agencies and marketers in Social Networks had to
face up until now, has come to an end,

 The heterogeneous target group of a social network becomes a huge advantage and unique
feature and enables operators to…
 …gain higher response rates & CPMs
 …maximize the efficiency of campaigns and minimize wastage
 …receive an optimized campaign, reporting & market analysis in real time
 …reach people in Social Networks with actually relevant advertisements
 …increase revenue for the operator
 Alternatively, a combination with previous technologies such as semantic or behavioral
targeting is possible, but only in consideration of data security


Identify valuable Early Adopters
of a Network

 The social graph describes the network of friends in a social network, it can also be used to
analyze and optimize advertisement (if the user agrees) – through which the especially
interesting Early Adopters/Influencers can be identified
 Advertisers can easily achieve network effects with two Early Adopters:
 Social Hub (which has particularly many contacts): can be used to spread the advertising message
 Expert Hub (which is the expert in his field): can be used to implement new technologies and
solutions (e.g.: iphone, VDSL, etc)

The identification and address of these Early Adopters
is possible with the technology of ADTELLIGENCE

Social Hub Expert Hub

Spreads the message faster, as they have many contacts– Expert in his field. Gives recommendations based on experience and
excellent for consumer products knowledge – very good for experience- and search customer


Market Research Data
Gained and adjusted to the target group
during the campaign

What kind of music does Do all Mercedes drivers like Clients who like soccer also
someone who buys an sailing or do they go out with like beer. But how many of
insurance listen to? Tokyo friends? them actually play soccer?
Hotel?

■ You can find out what clients are really interested in and what they wish to possess 
Amazon recommends products which match the users’ choice of books. This kind of
recommendation is also useful for market research and campaigns
■ ADTELLIGENCE offers the possibility to gain and process new data while the campaign is
still active
■ This helps to control the target group and offers an enormous advantage for market
research
■ Insight into the desires of the clients and target groups is possible and there is no need for
expensive and time-consuming market research data
■ Additionally, you get the opportunity to receive a matched analysis to arrange further
campaigns and use cross-over effects more efficiently – you gain lots of new information
about the client:
ADTELLIGENCE calls it “New Market Intelligence”


Contents


4.1 Marketing Channels: Social Networks and Web2 .0 sites in 2009




www.adtelligence.de

Better understanding of the individual
users within
Social Networks

In the future, it will become increasingly important for businesses to know what has been written
about them on the Internet and how advertisements can be effectively implemented in order to
obtain viral effects and authenticity

Social networks qualify for an analysis of how people cope with new products and how
they define themselves in their social environment

Tools have already been developed to help understand people in Social Networks and
evaluate their interests

Analyze Toolset

Collaborative Recomm- Social Early
Filtering endation
Engine
Graph Adopter
Analyzer Identifier …


New Market Intelligence
A mixture of quantitative and qualitative
collected data

The next generation of market research collects a combination of statistics from quantitative
data and qualitative evaluation in order to draw conclusions such as:
“How do people living in NYC judge my campaign compared to
those living in Tokyo?”
Users already express themselves in the Net. Increasing interrogation is not necessary, instead
what are needed are better analytical tools which are linked to the product, and marketing
strategy in real time

Analytics Recommendations Reporting
Did you know that your target group also likes…

Soccer Cinema ABBA

Social Graph Analysis Social Network Trends Analysis Blog Opinion Tracking Twitter Buzz Monitoring


Customer relationships
will direct the future of targeting and integrate
customer feedback into sales

Traditional Customer Relationship Management
moves more and more toward the customer. They update their own data in the C2C network which is linked to CRM

People
will become directly integrated into the Production & Development Process. Undesirable development of products can
therefore be minimized. Social networks are the interface to the client

User Generated Shoes?
…will supposedly be on the fringes since not everyone is a designer. But: The user possesses an opinion that should be
listened to, since no one wants to be just a number in a survey

Super Distribution
It will become much easier to interact and communicate with the customer via Social Networks and to respond to their
wishes. If a client then recommends something to someone else, he should get a bonus or commission

Promoter Relationship Management = CRM 2.0?
Suppliers like Earthfaves.com offer solutions for clients who want to bind faithful clients and reward them. To automize and
evaluate this kind of customer loyalty is becoming more and more important. It could be the prototype of a new sort of
management software that could also be implemented in other areas

 The new targeting solutions approach the individual user within a network –
Social Networks can increase their competitiveness if their clients are satisfied


Targeting Technologies for Social Networks

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Targeting Technologies for Social Networks