Official site of Dr. Joni Salminen

Kontekstuaalinen kohdentaminen ja sentimenttianalyysi

Published by Joni on March 30, 2017

Johdanto Kontekstuaalinen kohdentaminen on digitaalisen mainonnan kohdentamismuoto, jossa kampanjoita näytetään automaattisesti niitä vastaavilla sisältösivuilla, ts. kampanjan teema = sisältösivun teema. Missä sitä käytetään? Kontekstuaalinen kohdennusta on klassisesti käytetty hakusanamainonnassa johtuen siitä, että mainostajat määrittelevät itse haluamansa avainsanat, jolloin on suhteellisen helppoa analysoida mainosverkoston sivustojen sisältö ja kohdistaa kampanjat niitä temaattisesti vastaaviin sivuihin. Toisin sanoen mainostajat tekevät itse kampanjoiden luokittelemisessa tarvittavan kriittisen työvaiheen.…

Here’s Facebook cheating you (and how to avoid it)

Published by Joni on March 30, 2017

Here’s how Facebook is cheating advertisers with reporting of video views: How is that cheating? Well, the advertiser implicitly assumes that ‘video views’ means people who have actually watched the video which is not the case here. Say, you have a 10-second video; this metric does not show people who have watched that video till the end, but only those…

“Please explain Support Vector Machines (SVM) like I am a 5 year old.”

Published by Joni on March 30, 2017

“Please explain Support Vector Machines (SVM) like I am a 5 year old.” #analytics #machinelearning #modeling Courtesy of @copperking at Reddit: https://www.reddit.com/r/MachineLearning/comments/15zrpp/please_explain_support_vector_machines_svm_like_i Direct quotation from Reddit: “We have 2 colors of balls on the table that we want to separate. We get a stick and put it on the table, this works pretty well right? Some villain comes and places…

Ad-Hoc Networks and Solution-Based Selling

Published by Joni on March 30, 2017

For digital products, the salesman’s briefcase is unlimited. Introduction In KIBS (‘knowledge intensive business services’ which used to be called “professional services”), newcomers are more and more often building ad-hoc networks with complementing service providers, may they be established companies or freelancers. These ad-hoc networks remain dormant most of the time, but the links (“nodes”) are activated upon need. They…

Platform strategy: How can media companies co-align their operations with incentives of social platforms

Published by Joni on March 30, 2017

Introduction Platform integration is a major issue for publishers. The question, as interpreted by some of them, takes the form: friend or foe? Although it would be naïve to answer “friend”, platforms such as Facebook and Twitter are not foes either. At minimum, they are necessary evil to cope with, at maximum they are strategic leverage. But somewhere along this axis…

Broken Window Fallacy — Still Relevant?

Published by Joni on March 30, 2017

Do we really need more broken windows? There is a fallacy within broken window fallacy. I will now explain this argument. Essentially, the fallacy (by the classic French economist Frederick Bastiat) argues that “breaking windows”, although brings work for window repairers and thus adds to economic activity, is sub-optimal because of the opportunity cost of using the work to build…

Negative tipping and Facebook: Warning signs

Published by Joni on March 30, 2017

This Inc article states a very big danger for Facebook: http://www.inc.com/jeff-bercovici/facebook-sharing-crisis.html It is widely established in platform theory that reaching a negative tipping point can destroy a platform. Negative tipping is essentially the reverse of positive tipping — instead of gaining momentum, the platforms starts quickly losing it. There are two dimensions I want to look at in this post. First,…

People vs. business models: Warren Buffet’s dilemma

People vs. business models: Warren Buffet’s dilemma

Published by Joni on March 30, 2017

In Quora, somebody asked why Warren Buffet prefers not to invest in startups [1]. One of the answers that resonated with me was this one: “In an interview several years back, Warren Buffet said that he does not like to invest in companies whose success is based on the smartness of its people. His reasoning was that all companies hire…

Ohjelmallisen ostamisen alusta: ideaaliominaisuuksia

Published by Joni on March 30, 2017

Full-metal digitalist. Maailma muuttuu, markkinoijani Tällä hetkellä digitaalinen media on siirtymässä ohjelmallisen ostamisen malliin, ts. mainokset ostetaan ja myydään mainosalustan (esim. Google AdWords, Facebook) kautta. Myös perinteinen offline-media (TV, printti, radio) tulee ajan myötä siirtymään ohjelmallisen ostamisen järjestelmiin, joskin tässä menee arvioni mukaan vielä 5-10 vuotta. Miksi ohjelmallinen ostaminen voittaa? Syy on selkeä: Ohjelmallinen ostaminen on lähtökohtaisesti aina tehokkaampaa kuin…

Facebook Ads: too high performance might turn on you (theoretically)

Published by Joni on March 30, 2017

Introduction Now, earlier I wrote a post arguing that Facebook has an incentive to lower the CPC of well-targeting advertisers because better targeting improves user experience (in two-sided market terms, relevance through more precise targeting reduces the negative indirect network effects perceived by ad targets). You can read that post here. However, consider the point from another perspective: the well-targeting advertiser is…

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