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Performance Marketing

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В презентации использовались данные конференции Performance Marketing 2014. RTA

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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 Ивановаivanovand@psbank.ru

В презентации использованы данные с конференции Performance Marketing 2014. RTA