1. From Data to Prediction
The Power of Artificial Intelligence for Sales & Marketing
Dr. Jürgen Galler, CEO and Co-Founder 1plusX AG

2. Todays standard approach to audience building for ad targeting
Output
Campaign:
Inputs to DMP:
List of females from external provider
Issues
Huge loss of reach as DMP combines independent sources
Many valuable data sources ignored
Minimal control over quality of inputs
Corrections need to be made manually
462
123
967
552
138
624
552
Selected Audience:
Female
Food interest
List of users who visited abc.com/food >5 times
254
624
450
552
329
Selected Channel:
Ad server X
List of users identified on the ad server
123
223
329
462
552
749
967

3. Todays standard approach to audience building for ad targeting
Output
Campaign:
Inputs to DMP:
List of females from external provider
Issues
Huge loss of reach as DMP combines independent sources
Many valuable data sources ignored
Minimal control over quality of inputs
Corrections need to be made manually
462
123
967
552
Innovation required !!!
138
624
552
Selected Audience:
Female
Food interest
List of users who visited abc.com/food >5 times
254
624
450
552
329
Selected Channel:
Ad server X
List of users identified on the ad server
123
223
329
462
552
749
967

4. Our approach UNSTRUCTURED data STRUCTURED data Gender Male Female High
223
749
329
Gender
Male
Female
Fashion interest
Low
High
552
462
967
123
Site
Service
Content
UNSTRUCTURED data
Gender & Age
Education
Interest
...
Digital USER profile
Type & Category
Brand orientation
Usage & Device
...
Digital ITEM profile
329
552
462
967
CRM
data
AdServer
3rd Party
STRUCTURED data

5. Our approach Benefits Gender Male Female High Fashion interest
223
749
329
Gender
Male
Female
Fashion interest
Low
High
552
462
967
123
Gender & Age
Education
Interest
...
Digital USER profile
Benefits
Higher reach at any given quality
Control over quality – reach trade off
Direct feedback on ad interaction
Creation of audience with higher ad interaction probability
Type & Category
Brand orientation
Usage & Device
...
Digital ITEM profile
329
552
462
967

6. Dr. Jürgen Galler
CEO & Co-Founder
1plusX AG
Eichenstrasse 2
8808 Pfäffikon
Switzerland