Connect - Enabling Personalization through Facebook Connect (by Stefan Laengin)
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AllFacebook Conference Berlin, 05.12.2011 Stefan Laengin VP Europe, Adtelligence
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Transcript of Connect - Enabling Personalization through Facebook Connect (by Stefan Laengin)
AllFacebook ConferenceBerlin, 05.12.2011
Stefan LaenginVP Europe, Adtelligence
Social personalization
engine for ecommerce
Real time insights and research
Social network trading desk for
advertisers & agencies
Sell Side Platform for publishers
Social Targeting Ad ServingBusiness
IntelligenceBilling & Payment
Analytics & Reporting
SOCIAL WEB TECHNOLOGY FOR DATA DRIVEN ADVERTISING
DATA FUSION LAYERADTELLIGENCE
Platform
EnablingPersonalizationThroughFacebook Connect
Custom Web Pages are delivered to individuals based on explicid or inferred inputs.
PERSONALIZATION
PERSONALIZATIONSOCIAL COMMERCE
Helping people buy where they connect...
...and connect where they buy.
Social Commerce
WHY PERSONALIZATION MATTERS
Enabled by external tools allows retailers to increase relevancethrough activities like matching cross-sells to customers based oninterests or customizing clickstream paths based on previous purchase, visit histories, etc.
More Relevance More Revenue
HOW IT WORKS
Time on SiteKeyword SearchesCustomer Reviews
Location IDProduct attributes
Merchant-driven rulesClicks, Sales, Margin
External Data
INPUT ALGORITHM
Collaborative filteringChoice modeling
Simple data miningetc.
OUTPUT
PersonalizedProducts
OffersDesigns
InformationUsability
FunctionsRecommendations
FACEBOOK CONNECT MAKES YOUR LIFE EASIER...
Social networks
CRM data
Data exchanges
Shop baskets
...EXPANDS RANGE OF PERSONALIZATION..
Time on SiteKeyword SearchesCustomer Reviews
Location IDProduct attributes
Merchant-driven rulesClicks, Sales, Margin
External Data
INPUT ALGORITHM OUTPUT
Collaborative filteringChoice modeling
Simple data miningetc.
PersonalizedProducts
OffersDesigns
InformationUsability
FunctionsRecommendations
Friends activityFriends opionsFriends reviews
Friends likes
Interests & LikesDemografic data
ActivitiesFriends/Network
... AND ENABLES MARKET RESEARCH
1
3 4
2
Companies already started.
Customize?
What`s aboutdelivering
personalized products, designs,
functions, etc?
OUTPUT
PersonalizedProducts
OffersDesignsModuls
UsabilityFunctions
RecommendationsMarket researchFriends activityFriends opionsFriends reviews
Friends likes
Facebook Login or Sign up Experience a
website tailored to you.
Source: North American Technographics®
AND:
Userswant it!
146%
328%
114%
191% 221%
Time:~12 weeks
Conversions New Customers
A/B Testing
Live data from one of our German eCommerce clients
OUTSTANDING RESULTS
„Ich glaube Ihnen die Wirkung und den Nutzen von Facebook Connect - aber das ist für uns nicht relevant - nur knapp 4% loggen sich über Social Sign-On ein.“
BUT:
Big German ECommerce Website
MORE INSIGHTS MORE RELEVANCE = MORE REVENUE
THE BENEFITS AGAIN
The question is not how many connectors we have now - if Facebook Connect is beneficial we should incentivize the Sign-On.
Enabling Perzonalization Through Facebook Connect brings you higher performance!
THANK YOU
