Первая конференция Performance marketing в Москве
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Slide 1 © PSB 2013 | Confidential
Performance Marketing
для тех кто …
В презентации использовались данные конференции Performance Marketing 2014. RTA
Очевидное и вероятное
Данные конференции Performance Marketing 2014. RTA
Customer mapUnderstand Digital Touch Points
David Odigi, RichRelevance
Profile
Clicks
Loyalty
Return
Purchases
Inventory
Predictive
Location
Brands
CRM
Sales Associ
ate
Store EntranceRelevant notification and offers
Profile
Clicks
Loyalty
Return
Purchases
Inventory
Predictive
Location
Brands
CRM
Sales Associ
ate
David Odigi, RichRelevance
Store EntranceRelevant notification and offers
Profile
Clicks
Loyalty
Return
Purchases
Inventory
Predictive
Location
Brands
CRM
Sales Associ
ate
Do you want…?
David Odigi, RichRelevance
Store EntranceRelevant notification and offers
Profile
Clicks
Loyalty
Return
Purchases
Inventory
Predictive
Location
Brands
CRM
Sales Associ
ate
Offer 1
Offer 2
Offer 3
David Odigi, RichRelevance
Dressing RoomBring alternate size or relevant product
when a customer request them
Profile
Clicks
Loyalty
Return
Purchases
Inventory
Predictive
Location
Brands
CRM
Sales Associ
ate
Size
Product
David Odigi, RichRelevance
Receipts and Store ExitReactivation=Loyalty
Profile
Clicks
Loyalty
Return
Purchases
Inventory
Predictive
Location
Brands
CRMSales
Associate
Thank you!
Reactivation=LoyaltyMake the call-to-action immediately!
David Odigi, RichRelevance
SOA Service-Oriented Architecture
Profile Predictive
SQLStructured Query Language
Personalization Capabilities
David Odigi, RichRelevance
Cloud-based SOA PlatformPersonalization Capabilities
Single Platform
SOA OptimizationClient
Services
100% Personalization Capabilities
Reporting
David Odigi, RichRelevance
CLV Источники данных CLV (Customer Lifetime Value) —ценность клиента для бизнеса
CLV – это показатель потенциала потребителя, учитывающий три критерия:
• Клиент • Время
• Чистая прибыль
Dirk Henke, Criteo
Web Analytics
Data Warehouse
Цели использования CLV Customer Lifetime Value
Цель Привлечение «ценных» клиентов, повышение «ценности» клиентов, повышение «преданности» клиентов, оптимизация отношений с ними.
CLV Это методология и эффективный инструмент анализа управления взаимоотношений с клиентами, принцип сегментации клиентской базы предприятия.
CLV (Customer Lifetime Value) —ценность клиента для бизнеса
The Future: Hyper Segmentation
Levels of Segmentation
By Channel
New vs. Existing Clients
New Clients
vs. CRM
Groups
None Segments of One
Dirk Henke, Criteo
From Segments to IndividualsPersonalization = Maximized Budget Efficiency
Users
CLV Per
User
Place
Price
Prod
uct
Prom
o
Marketing MIX
Personalization- eCPA, Budget- Type of Product, Price, Discount- Massaging- Channels, Deviсes, Geo Targeting
Dirk Henke, Criteo
Cannel, Devices, Geo Targeting From Segments to Individuals
Dirk Henke, Criteo
Big Data and Consumer JourneyTotal Spend Time Online
2010 20170
200
400
600
800
1000
1200
tabletsmartphonedesktop
Dirk Henke, Criteo
Mobile buyers in Russia
2013
2012
43
30
41
28РоссияGlobal Total
2013
2012
40
28
42
31РоссияGlobal Total
Share of smartphone owners who use it for shopping
Share of tablet owners who use it for shopping
Dirk Henke, Criteo
Weekend are even more dramatic
Monday
Tuesday
Wednesd
ay
Thursday
Friday
Satu
rday
Sanday
05
1015202530
22.94 22.99 22.94 22.64 22.86
27.74 27.91
Mobile sales %
In Russia 28% of ecommerce sales on Sunday are from Mobile devices
Dirk Henke, Criteo
Complexity: Mobile is four different worldsMobile Browsing
Lack of standards
• No Targeting You can’t target users on mobile devices
• No Flash Generation real-time creative that look the same on thousands of devices isn’t possible
• No equivalent of a URL for apps You can't deep link from an ad to a specific page within an app
Dirk Henke, Criteo
Cross-Device Usage is Huge.But a Huge Problem…
An analysis of 2 000 Create Advertises
covering 86M users showed:
15-20% of their sales were cross-device in Q2 2014
How can you show relevant
marketing when you don't
recognize the user?
Dirk Henke, Criteo
There are two challenges
Targeting of mobile
There are two
challengesTargeting cross-
device
In both cases, there are two technical ways to identify a user
Dirk Henke, Criteo
1. Exact Match –The Best
Persistent identifier used to positively match over time of across device : eg cookie or login
Seamlessly supports opt-out / privacy guidelines
• Challenge 1 Getting volume• Challenge 2 Privacy. Must ensure user transparency, control,
and no personally identifiable information
Dirk Henke, Criteo
2. Implied Match
Machine learning model Uses device characteristics to estimate a probability that two
devices are same / used by same person
• Challenge 1: By definition creates false positives, wrongly matching different people
• Challenge 2: Precision varies from 40-80% / This radically reduces performance , and therefore ROI
• Challenge 3: Difficult privacy controls / opt-out management
Dirk Henke, Criteo
Criteo now has a solution across all 4 mobile environments
Dirk Henke, Criteo
Unique technical solutions based on
advertiser site integrations
Transparency & user control
over and choices
Exact Match
Why is cross-device important?
More Sales the same great ROI
$
$$ $
$
$
Dirk Henke, Criteo
Спасибо!
Наталья Иванова[email protected]
В презентации использованы данные с конференции Performance Marketing 2014. RTA