Data Driven Decisions

Chapter 32GQM, Decision Matrix, and Analytical Hierarchy for Ad‐Tech Industries

To use the three tools of GQM decision matrices and analytical hierarchy for advertising technology, you need a very specific example. The tools are meant to elicit a set of solutions to solve a problem that might not be as easy to find using traditional business methods. For the example of advertising technology, I will use something that is very common inside digital advertising on streets, also known as digital out‐of‐home.

A very common problem with digital out‐of‐home advertising is the ability of a technology firm or solution to serve an ad to someone that is not necessarily in the digital environment. Juxtapose this with a person who is completely online. If you are on a website trying to buy European football jerseys, a logical ad to serve this person is something related to sports or something related to European or global football.

If a person is walking by a digital billboard, you may not have access to the exact state of mind that this human is in while they walk by; therefore, it is more difficult to serve advertisements that are completely relevant because the viewer or the consumer is offline.

Therefore, the context of placement in relation to user profiles becomes very difficult in a digital out‐of‐home scenario.

I want to focus – for this example of the GQM decision matrix and analytical hierarchy of advertising technology – on collecting relevant ad data of the human.

This becomes ...