Data Driven Advertising: The Next Generation

July 07, 2011—7:20 pm

About the Session

Topic: Data Driven Advertising: The Next Generation

Yahoo is known for its pioneering investment in third party data and optimization levers. Dora will be presenting their experiences over the last 18 months, from getting to grips with the analysis, through to how they learned to add further value to their advertiser’s performance campaigns by combining first and third party data, and creating unique and unduplicated “super segments” of users at scale.


About the Speakers

Dora Michail

Head of DR Data Strategy EMEA, Yahoo! 

Dora’s first online role was with Ask Jeeves in 2003 as the UK Travel Editor, before moving into product management for their PPC program. After two years there she joined the European division of the US start-up Ad Network, Blue Lithium, where she created and led the UK Client Services and Optimisation team. Following Yahoo’s acquisition of Blue Lithium in 2007, Dora became Head of European Direct Response Optimisation for the Y!DR Ad Network, leading a team of 30 Analysts across 6 markets, responsible for DR campaign management, analysis and performance. Most recently Dora’s role has evolved into a focus on driving the strategy behind Y!DR’s use of data as a means to drive advertiser performance.


Guillaume Thfoin

Senior DR Analyst, Marketplace Modelling EMEA, Yahoo!

Guillaume is a passionate and seasoned data miner / analyst. Over the past 5 years, he has built intensive experience in digital and traditional marketing at both agency and client side, in companies such as Nielsen and Kraft Foods.

Guillaume excels at using complex data mining techniques to derive unique insights and develop  cutting edge marketing plans.  He has a track record of increasing sales performance through the implementation of innovative customer segmentation programs. His work on measuring the true ROI of Search Engine Marketing through modelling the customer lifetime value was acclaimed at  Google’s “Science of Search” seminar in 2009. At Yahoo!, He is leading a project that drastically improves the way direct response campaigns are managed; including a patentable methodology to combine multiple sources of third party data into unduplicated and targetable audiences.