Data Science @ ShareThis
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ShareThis is a data science company that analyzes over 1 billion monthly social interactions on their sharing platform which reaches 95% of the online audience, and uses this data along with third party demographic information to build custom audience profiles and identify users across devices in order to optimize targeted advertising and improve campaign performance, such as increasing conversion rates by 57% for an insurance campaign.
Data Science @ ShareThis
- 1. Data Science at ShareThis 1 Dr Yan Qu VP Data Science, ShareThis February 12, 2015
- 2. Outline • ShareThis business • Data science initiatives at ShareThis
- 3. 3 120 SOCIAL CHANNELS 95% OF ONLINE AUDIENCE ShareThis Sharing Solutions ShareThis is the largest sharing platform reaching 211 million people over 120 social channels on 2.8 MM sites. That’s 95% of the web! 2.8MM PUBLISHERS
- 4. YOUR AD We power sharing on 2.8 MM websites and see over 1.4B social interactions per month like this: AUDIENCE IDENTIFICATION DELIVERY HOW SHARETHIS WORKS 4 Jessica reads an article about budget bedroom ideas & decides to share it to her Facebook page using the ShareThis widget! This is Jessica! She’s busy chatting and browsing the web… ShareThis observes the share and can then target Jessica and her friends with advertising messages tailored to their interests All social actions are then cataloged and segmented to build out custom audience profiles based on social sharing behaviors. YOU R AD
- 5. ShareThis Enhanced Data Capabilities 5 ShareThis Social Data Social Actions (Click, Share, Search) Social Channel Breakdown Geograp hy Offline Data Offline Purchase Data Household Income Demographic Information Comprehensive Insights Utilizing the ShareThis network of over 2.8 million sites, each page annotated with keywords, categories and sentiments, advertisers can leverage ST proprietary social & 3rd party demographic data to better understand consumers social behaviors (share, click, search) and insights into their offline habits and demographic profile (age, HHI, gender)
- 10. 13% MOBILE 10 USER ONLINE LIFE IS FRAGMENTED ACROSS DEVICES Relative Time Spent On Various Devices Source: Google Study 2013
- 11. 11 A MULTI-DEVICE SOLUTION PERPETUATES FRAGMENTATION SEGMENTING AUDIENCES BY DEVICE DELIVERING DISJOINTED MESSAGES NOT LEVERAGING OPTIMIZATION OPTIONS VIA DEVICE OR VERTICAL
- 12. 12 SHARETHIS’ TRUE CROSS DEVICE TARGETING Provides Advertisers With A Unified View Of The User Leveraging Its Proven Social Solutions And The New ShareThis Id Analyzing over 1B social signals and 3rd party data, ShareThis developed the ShareThis ID to provide advertisers with a UNIFIED VIEW of users across PC, tablet and mobile. The ShareThis ID identifies your audience segment on any device. SOCIAL INTEREST: Sports, Auto & Tech PURCHASED A 2010 Prius MALE 18-35 LIVES In San Francisco UNIFIED VIEW
- 13. 13 Modeling and Prediction USER-CENTRIC Deliver Ads at the optimal times BETTER PERFORMANCE Leverage optimization opportunities OPTIMAL TIME Target Users Who Likely Convert DON’T WASTE IMP.
- 14. 14 LIVE TEST ON INSURANCE CAMPAIGN TESTED FOR TWO MONTHS AND MEASURED THE PERFORMANCE BY DFA. The CPA test for the Insurance campaign showed 58% improvement on eCPA and 57% on conversion rate (CVR). 57%
- 15. 0 200000 400000 600000 800000 1000000 1200000 1400000 24-Aug 25-Aug 26-Aug 27-Aug 28-Aug 29-Aug 30-Aug 31-Aug 1-Sep 2-Sep 3-Sep 4-Sep 5-Sep 6-Sep 7-Sep 8-Sep 9-Sep 10-Sep 11-Sep 12-Sep 13-Sep 14-Sep 15-Sep 16-Sep 17-Sep 18-Sep 19-Sep 20-Sep 21-Sep 22-Sep 23-Sep 24-Sep 25-Sep 26-Sep 27-Sep 28-Sep 15 iPhone & “Bendgate” Activity Phone Category in the last 35 days was greatly impacted by the recent iPhone 6 release, and the most social activity within this time period pertained to “Bendgate” on 9/25 25 MM SOCIAL ACTIONS 16 MM UNIQUE USERS 620K SOCIAL ACTIONS/DAY Real Time Conversations on iPone (Last 30+ Days) Announcement Speculation iPhone 6s Announcement iPhone 6 Release and product reviews “Bendgate” activity
- 16. AD 16 SHARETHIS REAL-TIME ACTIVATION : : : : iIphone 6 Review I’m in the market for an new Phone. . Any thoughts on the iPhone 6? Hurricane Earthquake Zombie Apocalypse ARTICLE CONSUMPTION ARTICLE SHARE MESSAGE DELIVERY
- 17. We’re Hiring! THANK YOU! Yan Qu| yqu@sharethis.com 17
Editor's Notes
- #16: Use of keywords for pulling out insights