Business.com CEO Tony Uphoff speaks at ABM and Information Industry Summit 2015 in the session "How Automation and Algorithms Can Make or Break Content and Advertising-Driven Businesses." Along with John Felahi, Chief Strategy Officer, Content Analyst, Uphoff discusses the value of data analysis in the creation of content and strategy. Presentation description: Striking the balance between being a "content company" and a "technology company" is essential to our success. Our workflows, our culture and our revenue are being dictated more and more by the technology in our marketplace. In this session, industry experts show how data-driven publishing, advanced analytics and algorithmic advertising are going to change the fundamentals of how we operate as information and media companies.

2. Tony Uphoff
Chief Executive Officer | Business.com
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Feels a bit complicated heh?

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“Data is the foundation of digital business.
Every touch-point, every click, each digital
footprint is relevant insight.”

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What is This “Data” You Speak of?
Data now informs all aspects of media, on and offline. At Business.com we view every site
interaction as valuable pieces of data that guide our audience and advertiser experience
and ongoing product development.
Audience Data
DMP: Proprietary Finch Platform built in Mongo DB
Track every visit to tailor the experience for the audience
Advertiser Data
DSP: Krux
Data from DMP fed into Krux to accelerate and expand targeted
audiences and inform media buying

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What the Heck is an Algorithm?
Automated way of making transactional decisions to maximize a quantified outcome, such
as user actions, sentiment shift, or viewability. Algorithms can be simple or hugely
complex. They can use advanced math or simple rules. Algorithms can be subject to
constraints like budgets, targeting, or pacing.
Content
Positive audience experience, by selecting and serving
personalized content based on ongoing audience data; profile,
interests and intentions.
Advertising
Increased advertising performance, by serving contextual
advertising based on the interests and intentions of the audience.

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The 3 Viable Business Models In Digital Media Today
Internet Content
& Digital Media
Marketing
Services
Advertising
Technology

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Business.com harnesses the power of
data & algorithms to help executives
acquire the knowledge, products and services
they need to run their businesses and careers.
What We Do

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“If I had asked people what they wanted,
they would have said faster horses.”
- Henry Ford

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"You’re not competing with another company,
you’re really competing for time and attention.”

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Content Development Cycle
Planning
Ideation
Production
Distribution
Tracking
Audit

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Tech Stack

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Remember
Technological change always
proceeds cultural change, culture
trumps strategy every time.

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Reality Check
• Algorithms should not replace editorial judgment.
• Data can give a false sense of direction.
• More data is not always better.

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Behavioral Vs. Contextual
Behavioral targeting can
be valuable. It can also
result in interruption-
based advertising that is
wildly out of context.
Contextual delivery of
content and advertising,
Native, is the key but
you may need to
sacrifice scale.

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Getting Started
Data Algorithms Workflow PlatformsStrategy

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“We move from selling products and services to
keeping brand promises in an attention economy.”

24. Tony L. Uphoff
tony.uphoff@business.com
Office: 858.333.7501
Twitter: @tonyuphoff