Scott Teger is a featured contributor to Predictive Analytics Deconstructed: A Super-Simple Recipe for Marketing Success report.
Here's the complete contribution:
Over the next 3-5 years, we expect to see predictive analytics be the key driver in our business and are actively building toward it. Currently, Mundo Media is aggregating global data from thousands of advertisers and over 35,000 publishers which yields billions upon billions of data points to consider. A few years ago, the task of optimization was more of manual job and usually the lowest hanging fruit would prevail (the biggest advertiser budgets on the best traffic).
Fast-forward to today and we’re leveraging Machine Learning to actively find the best fit for all of our advertisers and publishers, addressing even the smallest budgets and the most obscure traffic. Our goal is to be in a place where we can identify key attributes of an Advertiser’s offer, and using our precognitive dataset, deliver results as early as the first impression.
From an industry perspective this is a common theme among competitors, you will be hard-pressed to find a company that has not already embarked on a predictive directive. The differentiator will be the current focus and data we are collecting now. What excites me the most is, of course we’ll always deliver results for the best traffic and biggest budgets, but a new playing field exists for the more obscure publisher being found, or an advertiser with a smaller budget finding success without exhausting a budget on testing before results are found.
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