Comments on: The value is in the reader’s Big Data

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By: The Atlantic’s Quartz: interesting … but will it make a profit? | News Science Technology

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[...] 3. Practically, it means Quartz will have to deploy the most advanced techniques to qualify its audience: it will be doomed if it is unable to tell its advertisers it can identify a cluster of readers traveling to Dubai more than twice a year, or another high income group living in London and primarily interested in luxury goods and services (see a previous Monday Note on extracting readers’ value through Big Data). [...]

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By: What I Learned in the UOKM Class | Natalie Dallaire

What I Learned in the UOKM Class | Natalie Dallaire — Wed, 10 Apr 2013 20:52:47 +0000

[...] Filloux, F. (2012). The value is in the reader’s big data. Monday Notes. Retrieved April 7, 2013, from http://www.mondaynote.com/2012/09/17/the-value-is-in-the-readers-big-data/ [...]

By: Big Data, Bigger Considerations | jennacola101

Big Data, Bigger Considerations | jennacola101 — Tue, 29 Jan 2013 16:19:55 +0000

[...] The value is in the User’s Big Data – Felix Filloux (2012) [...]

By: Raccogliere dati sui lettori: il BigData nuovo modello di business per i giornali 2.0? | digital first

Fri, 25 Jan 2013 00:06:04 +0000

[...] la traduzione su LSDI, qui invece l’articolo originale Share this:TwitterFacebookLinkedInGoogle +1EmailLike this:LikeBe the first to like this. This [...]

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By: Facebook Relationship Prediction Algorithm Challenges Dating Industry Efforts « Online Dating

Sun, 09 Dec 2012 04:12:09 +0000

[...] network to become romantically involved, says Frederic Filloux, writing in Monday Note about how Big Data can change the economics of digital publishing. The internet already provides the necessary tools to see who is visiting a web site, what he (she) [...]

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By: Kan Facebook je relatiestatus voorspellen? | Dating Insider

Kan Facebook je relatiestatus voorspellen? | Dating Insider — Sun, 18 Nov 2012 20:42:02 +0000

[...] van een Frans mediabedrijf en schrijft al meer dan 5 jaar over technologie op Monday Note. In een artikel over de waarde van grote datasets schreef hij het volgende: By analyzing carefully the “content” produced by its users — [...]

By: Les Big Data planche de salut de l’édition numérique ? « En Pratique « Business-analytics-info.fr

Mon, 22 Oct 2012 07:29:14 +0000

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By: playerblurayThe Atlantic's Quartz: interesting … but willit make a profit? - playerbluray

Tue, 02 Oct 2012 00:01:21 +0000

By: The Atlantic’s Quartz: interesting … but will it make a profit? | companystructure.net

Mon, 01 Oct 2012 19:32:49 +0000

[...] 3. Practically, it means Quartz will have to deploy a many modernized techniques to validate a audience: it will be cursed if it is incompetent to tell a advertisers it can brand a cluster of readers roving to Dubai some-more than twice a year, or another high income organisation vital in London and essentially meddlesome in oppulance products and services (see a prior Monday Note on extracting readers’ value by Big Data). [...]

By: The Atlantic’s Quartz: interesting … but will it make a profit? | News & Specials

Mon, 01 Oct 2012 14:53:11 +0000

By: The Atlantic’s Quartz: interesting … but will it make a profit? – NEWS FRESH

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By: The Atlantic’s Quartz: interesting … but will it make a profit? | Ezymagazines

Mon, 01 Oct 2012 10:21:17 +0000

By: The Atlantic’s Quartz: interesting … but willit make a profit? | Tech News

Mon, 01 Oct 2012 09:22:34 +0000

By: Quartz: Interesting… and uncertain | Monday Note

Quartz: Interesting… and uncertain | Monday Note — Sun, 30 Sep 2012 17:25:16 +0000

[...] 3 . Practically, it means Quartz will have to deploy the most advanced techniques to qualify its audience: it will be doomed if it is unable to tell its advertisers (more than four we hope) it can identify a cluster of readers traveling to Dubai more than twice a year, or another high income group living in London and primarily interested in luxury goods and services (see a previous Monday Note on extracting reader’s value through Big Data) [...]

By: Walt French

Walt French — Wed, 19 Sep 2012 13:35:35 +0000

@Stephen Howard-Sarin wrote, “Smart retargeters also track the ads they show to retargeted individuals…”.
.
I suppose firms could be smarter than Google and its ad network that delivered all those useless ads — really, many dozen appearances during the last season — but I don’t know who has could have more data on me.
.
So Double-Click should be able to deliver ads that are more relevant than any other, and yet I see ads in one of three classes: (1) “individual relevant” ones that have a tiny glimpse into the types of performances and art that I patronize; (2) “site relevant” ads such as Samsung ads on a news article about iPhones; and (3) “location-relevant” ads that tout how Minnesotans with bad driving records should know a trick to buy cheap insurance (which I would see accompanying some news story when connecting from MSP).
.
I suppose the example I gave first is the most likely one to reinforce my already being a subscriber (which the ad server would not know that I was), but on balance it seems rather useless for as much as I use Google. The second and third examples seem humorous or even annoying to think that I’m seen as the sort of poor soul who would buy overpriced insurance or “lose 30 pounds in a week” diet scams.
.
In other words, I have yet to see any examples of actually smart targeting. If this is the best that advertising can do with the obscenely well-populated database that Google has on me, the industry will collapse pretty soon.

By: billoukos

billoukos — Tue, 18 Sep 2012 17:20:51 +0000

Another thing that you forgot to include the equation is the increasing fear of consumers revealing their personal data. Based on that research (http://corp.upstreamsystems.com/wp-content/uploads/research/research_2012-DA-attitudes.html) people are willing to opt-out of advertising promos if they feel violated.

Your angle is right. Big Data can add significant value but for me the most important part of the new era marketing is creative optimization of text, storytelling and not relevance.

By: Thad McIlroy

Thad McIlroy — Tue, 18 Sep 2012 08:59:30 +0000

As you admit here and have often stressed elsewhere, “no one will enjoy a 100% tailor-made site; inevitably, it will feel a bit creepy and cause the reader to go elsewhere to find refreshing stuff.” Nor will they enjoy a 90% or an 80% tailor-made site: those too are unnervingly creepy.

I’ve never understood the thinking behind giving readers what some algorithm imagines they want. It’s one of those very retro-techie notions that sounds great, smells great, but tastes appallingly awful.

By: Resource Round-up: The Best of September 2012 | @nyinternet

Resource Round-up: The Best of September 2012 | @nyinternet — Tue, 18 Sep 2012 01:18:59 +0000

[...] The value is in the reader’s Big Data – Digital publishing is vastly undervalued. Advertising has yet to fulfill its promises — it is nosediving on the web and it failed on mobile. Readers come, and often go, as many digital publications are unable to retain them beyond a few dozen articles and about thirty minutes per month. [...]

By: Stephen Howard-Sarin

Stephen Howard-Sarin — Mon, 17 Sep 2012 14:05:49 +0000

@Walt Waht you are describing is simple retargeting, and we’ve all experienced it. There’s no big data there, just clever “cookie hunting.” A Big Data approach would let to advertiser know and respond to the fact that you’d bought the tickets (or at lasts were looking at content about an event in the past). Smart retargeters also track the ads they show to retargeted individuals, changing the offer over time, and smartly stop wasting their money once you’ve see 6 of the things without biting.

By: aepxc

aepxc — Mon, 17 Sep 2012 07:08:40 +0000

I’ll add another voice to sceptics here. If you ask most people about what most makes them annoyed by or indifferent to advertising, insufficiently relevancy would not be at the top of the list. Relevancy could be useful if ONLY relevant ads (i.e. with non-relevant ads being replaced by blank spaces), but not if one start to become awash with potentially interesting product messages. Responding to relevance requires attention and memory, and there is already a shortage of these.

By: Walt French

Walt French — Mon, 17 Sep 2012 04:26:39 +0000

Color me skeptical. A year or two back, I used Google to search for which cast members were performing in the SF Ballet on our subscription nights, and for months thereafter, the NYT and other sites were festooned with ads for the SF Ballet — for performance we’d bought a year earlier.
.
Your hypothetical just-promoted backpacker is probably NOT looking for new ways to buy hiking boots, but rather, looking for faster, more reliable ways of doing business with a trusted outlet, when she has the opportunity to get away for a couple of days.
.
The Target story is interesting reading, but the marginal benefit to me, a busy individual, of lifestyle ad-targetting, is de minimis. That means that advertisers will quickly discover — thanks to Big Data, I suppose — that Big Data doesn’t really help them move product, or form loyalties, much better than Dumb Data does.

By: Stephen Howard-Sarin

Stephen Howard-Sarin — Mon, 17 Sep 2012 04:07:41 +0000

FF, you are right! Media are moving to selling audience (commodity) and audience + context (premium, if your context is premium). audience selling comes from user data, so it’s the hidden ingredient across both. Content publishers certainly have good enough data to be competitive, and they can simply buy a lot of what they lack. Except for one thing… Consistency in user identity. We sites have a tough time knowing who users really are. Ad it’s not good enough to associate rich behavioral data with an anonymous cookie ID. those registration walls turn out to be good for something after all.