SPRINGTAB @szantopeter ● blog.szanto.co

Capitalize on social data to improve your bottom line PODIM 2017

Péter ● Szántó +36 30 222 9269 ● peter@springtab.com ● @szantopeter

springtab.com ● blog.szanto.co

SPRINGTAB @szantopeter ● blog.szanto.co

Capitalize on social data to improve your bottom line PODIM 2017

I know that half of my advertising dollars

are wasted. I just don’t know which half.- Henry Procter, Procter & Gamble

Péter ● Szántó +36 30 222 9269 ● peter@springtab.com ● @szantopeter

springtab.com ● blog.szanto.co

SPRINGTAB @szantopeter ● blog.szanto.co

PROBLEM FOR THE

B R A N D

SPRINGTAB

PROBLEM FOR THE

B R A N D

1.79B+ user on

Facebook

1% organic Page Fan REACH

less than

Low ROI

Unreachable Audience

Unknown Customer Interests

Unaccessible Data

SPRINGTAB

SPRINGTAB @szantopeter ● blog.szanto.co

How to provide the best User Experience?

Give every visitor what they want?

@szantopeter ● blog.szanto.co

SPRINGTAB @szantopeter ● blog.szanto.co

How to provide the best User Experience?

Get to know your customers

on a deeper level

Give every visitor what they want?

Give every visitor what they want?

@szantopeter ● blog.szanto.co

SPRINGTAB @szantopeter ● blog.szanto.co

Get to know your customers

on a deeper level

Give every visitor what they want?

Give every visitor what they want?

Give every visitor what they want?

Everybody wants di!erent things…

The key is personalization.

@szantopeter ● blog.szanto.co

SPRINGTAB @szantopeter ● blog.szanto.co

Get to know your customers

on a deeper level

Give every visitor what they want?

Give every visitor what they want?

Give every visitor what they want?

Everybody wants di!erent things…

The key is personalization.

@szantopeter ● blog.szanto.co

SPRINGTAB @szantopeter ● blog.szanto.co

SPRINGTAB @szantopeter ● blog.szanto.co@szantopeter ● blog.szanto.co

SPRINGTAB @szantopeter ● blog.szanto.co

ACQUISITION Traffic

ACTIVATION Landing Page

RETENTION Newsletter + Visit

REFERRAL Share

REVENUE Cart

Where is the real problem?@szantopeter ● blog.szanto.co

SPRINGTAB

ACQUISITION Traffic

ACTIVATION Landing Page

RETENTION Newsletter + Visit

REFERRAL Share

REVENUE Cart

@szantopeter ● blog.szanto.co

SPRINGTAB

ACQUISITION Traffic

ACTIVATION Landing Page

RETENTION Newsletter + Visit

REFERRAL Share

REVENUE Cart

@szantopeter ● blog.szanto.co

SPRINGTAB @szantopeter ● blog.szanto.co

DATA

SPRINGTAB @szantopeter ● blog.szanto.co

3 levels of dataAnswering the WHYs.

SPRINGTAB @szantopeter ● blog.szanto.co

3 levels of data

PURCHASEEasy to measure and understand. It shows us how

many product did you sell last month or how many

subscribers do you have.

SITE AND APP ACTIVIT Y

It shows us how many visitors did you have last month.

Easy to measure with tools like Google Analytics, but

it’s completely anonym.

SOCIAL ACTIVIT YWith the implementation of the Social Layer we can

answer the WHYs of the customers, using data like

interests, favorite music or activities.

Answering the WHYs.

SPRINGTAB Pareto, Vilfredo; Page, Alfred N. (1971), Translation of Manuale di economia politica ("Manual of political economy"), A.M. Kelley, ISBN 978-0-678-00881-2

SPRINGTAB

80% of the e!ects come from 20% of the causes

Pareto, Vilfredo; Page, Alfred N. (1971), Translation of Manuale di economia politica ("Manual of political economy"), A.M. Kelley, ISBN 978-0-678-00881-2

SPRINGTAB @szantopeter ● blog.szanto.co

SPRINGTAB

80% of the pro"ts come from 20% of the customers

@szantopeter ● blog.szanto.co

SPRINGTAB

PAID MEDIA

OWNED MEDIA

Hírlevél kampányok

Coming soon pageLanding page

Google Adwords, Facebook Ads,

Retargeting

RETENTION | POSSIBLE WAYS YOUR CUSTOMERS WILL COME BACK TO YOUR SITE

YOUR WEBSITE

Purchase

Sign up, Participation

ACTIVATION

@szantopeter ● blog.szanto.co

SPRINGTAB @szantopeter ● blog.szanto.co

On-site Tools Face Cold Start Problem

Social Data is Available Instantly

Gender

Likes

Relationship status

Work history

Age

All the SSO DataNot Enough Data10 Pages Views Needed

0-10 visits

10< visits

Email

Location

On-site + Social = Jackpot

After a while

Contextual Behavioral

Data

FIRST TIME VISIT

TARGET PRECISION

EXTRAPOLATION

Search quieries

Page Views

Past Purchases

Impressions

DeviceBrowser

Cart actions

Clicks

First visit

Instantly

On-site vs. Social DataWhat is the difference between working

with Recommendation Engines and

Social Data? Solving the Cold Start

Problem!

You get a quality information on

visitors without any historical track record in your database!

Pro tip: Extrapolate data sets together

and you will hit the Jackpot!

SPRINGTAB Pareto, Vilfredo; Page, Alfred N. (1971), Translation of Manuale di economia politica ("Manual of political economy"), A.M. Kelley, ISBN 978-0-678-00881-2

'Broadband and White Sand’ 'Millionaire Chameleon’ 'The 4-Hour Workweek

SPRINGTAB @szantopeter ● blog.szanto.co

Top 10 Facebook LikeUSE CASE E X AMPLE

Total Number of Users in Research: 450,046

EVERY CATEGORY

Samsung HungaryWeather PictureTesco Hungary

YouTubeFamily Guy

FacebookDavid Guetta

Bónusz BrigádMa este Színház

Telekom HU

0% 10% 20% 30% 40%

11%12%13%14%

16%17%

22%24%

27%34%

TOP 5 MUSIC

David Guetta

Vin Diesel

Adam Sandler

Eminem

Will Smith

0% 5,5% 11% 16,5% 22%

16%

18%

20%

21%

22%

SPRINGTAB @szantopeter ● blog.szanto.co

480/20 TIP

SPRINGTAB

TRACKING PIXEL

ON THE BEST CUSTOMERS

SPRINGTAB @szantopeter ● blog.szanto.co

SPRINGTAB

R-F-M RULE RECENTLY

FREQUENTLY

MONEY .

SPRINGTAB @szantopeter ● blog.szanto.co

SPRINGTAB http://www.chicagobooth.edu/capideas/nov08/4.aspx

REWARDS MAY INCREASE 20% OR MORE

SPRINGTAB @szantopeter ● blog.szanto.co

SPRINGTAB

CHURN THE LOWER 20%

SPRINGTAB @szantopeter ● blog.szanto.co

SPRINGTAB

SPRINGTAB

IN ONE SENTENCE

My vision is to bring brands and

customers closer with a data-driven

understanding.

Brand Awareness

Churn

Loyalty