Whoever has the most data wins — Alex Makarski // Clickmakers.io

Alex Makarski, Founder of Clickmakers.io, explores why collecting more of the right kind of data is crucial for winning with AI models. The more data you have, the better you can understand your customers and optimize your media buying efforts for maximum impact. Yet, collecting data is not enough; it must be effectively fed back into the media buying platform to enable learning and revenue optimization. Today, Alex discusses his theory that whoever has the most data wins.

About the speaker

Alex Makarski

Clickmakers.io

Alex is the Founder of Clickmakers.io

Part 1 Whoever has the most data wins — Alex Makarski // Clickmakers.io
Part 2Are your leads humans or bots? — Alex Makarski // Clickmakers.io

Show Notes

02:46

The role of machine learning in digital media buying

Machine learning algorithms have been used in digital media buying for a while to set bid values for ad placements in real-time auctions. Media buyers need to feed clean to the machine to train it, creating a feedback loop, and those with better data can train the machine better.
06:04

The evolution of digital advertising networks

Nowadays, all ad networks are multi-channel and each auction represents a different value. Therefore, it is important to understand the psychology of the customer, and the customer journey, and that we're delegating the right to the machine to choose the best placements.
11:04

Building a machine learning model to improve conversion rates

Historical data can help you understand which types of prospects, clicks, and actions lead to a conversion. By building a machine learning model based on this information, you can then use it to train media network algorithms and optimize them for revenue.
14:22

Determining if you have enough data for successful media buying

Work with your existing data to develop the best model for your ideal customer profile (ICP). This includes establishing a lead quality score based on the data you collect as they come in and augmenting it with third-party or CRM data to quickly evaluate the worth of incoming leads.

Quotes

"In the long term, whoever has better data is going to win because they have the ability to train the machine better." -Alex Makarski, Founder, Clickmakers.io
"You go back to the days when real-time bidding was introduced, it was very crude and rough. Now, the ad network has access to 1000s of signals inside every auction." -Alex Makarski, Founder, Clickmakers.io
"It doesn't matter if you're running Google, programmatic, or native. They all work more or less the same. Basically, it's reinforcement learning. They just need to have more signal, less noise." -Alex Makarski, Founder, Clickmakers.io