Data-Driven User Experiences• Persuasion is an Art. Coherence is a Duty •

LUIGI REGGIANIHead of Data Analytics, Google EMEA

Always

ON.

Relevancy & Trust.

Transparency, Price, Quality, Delivery.

Simplicity & Ergonomy

Users are in Control.

Bridging the

GAP.

WITH GREAT DATAcomes great RESPONSIBILITIES

During this session75 PB* of Datais going to be created.

* 75 000 000 000 000 000 bytes(This is a very big number)

YOU’D NEED 580’000

iPhonesTO STORE ALL OF THIS DATA.

* iPhone 6 - 128 GB© Apple Inc.

TMS & Datalayers

Optimized Ads

Optimized Assets

xDevice Data

Unified Analytics

User Centricity

Dynamic Ads

Media Mix Model

On/Off Data

Data-driven Journey

Analytics

Dynamic Contents

Good Quality Data

Data Consolidation

{TESTING}Ads•Media Mix•Assets

with Quantitative & Qualitative Data

Get inspired by Design Thinking

Put Users First + Iterate + Prototype[Phased, Agile, Ongoing] + [Empathy & Emotion]

Measuring IMPACTof Brand Campaigns

• Per Traffic Source (Facebook, Google...)• Per Media Type (Search, Display)• Per User type (New vs Returning)• Per Device (Android, iOs)

{Testing+Targeting}

Your CVRs

may be totallyWRONG..

Sources: Internal Study / Merkle RKG Study on xDevice effects

The xDevice EFFECT • Desktop Share of Conversions goes down

• Mobile Share of Conversions goes up

• Desktop CVRs goes up.• Mobile CVRs are flat.

• Desktop Engagement Metrics for New Users goes down

+18%

Source: Galeries Lafayette Case Study

The o2S EFFECT

x2.4

Going USER-Centric

The Power of

• Personalization •

Ad Centric Site Centric

• Demographics• Interests & Affinity segments• In-Market Segments• Behavior• CRM Data, Customer type, LTV

■ 44% users appreciate a personalized experience when buying products■ 69% appreciate personalized ad messaging■ 59% feel more considered as clients■ 58% would be more loyal to a brand personalizing experience

Sources: Rocket Fuel Survey, 2014. Pop. 805. Country : US

DYNAMIC

Email•Remarketing•RTBSMS• Push Notifications

with the right - Personalized Frequency- Personalized Cadence- Personalized Message

- Personalized Call to Action- Look-a-like Modeling

- Personalized Business Rules

…. Could this also work offline Ads ?… What if you could let users decide ?

DYNAMIC

CONTENTSwith the right - Products

- Product Recommendations- Price & Dedicated Offers

© Marketoonist.

Coherent & Relevant

Experiencesacross Sites, Apps, Call Center, Stores

•INTRUSION

vs

CARE.

BE THE CAPTAINNot the Cook.

Powerfull

Algorithmsdriven by yourBUSINESS RULES

Integrated with as many data sourcesas possible.

• Data Driven User Experiences •

THANK YOU@LuigiReggiani

• Persuasion is an Art. Coherence is a Duty •