Highlights in Data and Creativty 2016

Norman Wahnschaff, CTO Webtrekk

Data

Dashboards and Reports

Dynamic Dashboards – No Limitations in Layout and Order

Dynamic Dashboards – Report Linking and Anchor Tags

• Build your own in-

report navigation with

anker tags

• Build your own cross-

report navigation by

linking reports

Dynamic Dashboards – Filter the Entire Dashboard

• Add multiple

predefined filter to

your dashboard

• Let your internal

users filter what they

need

Dynamic Dashboards – Pivots

• Expand/Collapse

notes

• Change dimensions

order by drag & drop

Dynamic Dashboards – Pictures & HTML & CSS

• Add pictures to your

dashboard

• Place them

everywhere

• Style elements

without any limitation

with CSS

Dynamic Dashboards – Slideshows & Videos & Live Screenshots

• More context or help

information within

your dashboards

• Enrich your

dashboards with live

screenshots of your

or other websites

Dynamic Dashboards – Standards

• Show-Board

• Advertiser Overview

• Publisher Overview

• Cross Device Usage

• Cohorts

• Sales Funnel Overview

• Sales Funnel Performance

• Sales Funnel Infrastructure

• Starting in June

Another Dashboard?

Nice, but how does it look at my smartphone?

… and my TV?

User-Centric & Cross Device Analytics

Cross-Device Analytics

Change in Attribution with Cross-Device Data – An Example

First Channel In-between Channel Last Channel

21% 43% 13%

In customer journeys with cross device data the touchpoints changed:

Change in Campaign Performance with Cross-Device Data

CPO*

-5 to 20%

Revenue*

+30 to 280%

Conversion Rate*

+30 to 100%

Cross Device for Marketeers

• Cross Device Frequency Cap

• Cross Device User Profiles

• Unifed User Addressing

* Multiple sources (Turn, Rocket Fuel, Criteo, Facebook); Mainly display-focued

Cross Device Bridge Helps You To Improve Data Quality

1 User

VS

=

3 User

• In web: replace the Webtrekk JavaScript file

• Optional: for higher precision send hashed email address

• Tag Integration users can active it via „click“

• In apps: use Webtrekk app SDK or

Server2Server API

• Optional: for higher precision send hashed email address

• Tag Integration users can active it via „click“ (July)

• It‘s free for Analytics

Steps to Use Cross-Device Data

User Preference – Provides Real Interest

Classical Visitor Filter: Simple Matching

Advanced Visitor Filter: Matching with

Threshold*

Real Preference Filter: Using Significance*

* Analytics only

Get Net Promotor Score (NPS) Data & Insights

• Widget rollout and

config via Tag

Integration

• Get segments

Detractors and

Promotors

• Qualitative

feedback on your

service

• NPS per campaign

• Also a survey

widget is availalbe

App Analytics

Web to App (incl. Instant Apps)

App Install Attribution

App to App (incl. Instant Apps)

App Tracking: No App Releases due to Tagging Issues anymore

• Autotrack

everything

• Server-side

tagging and

renaming

• Tracking

management

• More measures

• Crash tracking

• App version, App preinstalled, Screen Orientation…

• Deep links into app

• Beacon tracking with

• 100% compatible with your web data (one global data store)

• SDK support for iOS for those new features unitl July

Nice to Know about New App Tracking Version

Even More Analytics

How a Video Works

• Closed Beta

• Video

Engagement

• Report Tagging

• User & Roles

Rights & Roles

Understand Your Product List Pages

• Product CTR

• Product Position

AVG

• Histogram of product

position and CTR

• Tracks only items in

visible area

• Coming in July

• Hourly raw data export

• Plugins for Hybris, Shopware

Start process of migration from Q3 to Analytics

• Process visualization (June)

• Analysis variants (July)

• Integrated table builder (August)

• User movement (August)

• Report movement (September)

• Live Analytics (September)

…and Finally

Creativity (-Enabler)

How a data management platform (DMP) can help you to optimize your marketing budget

Auctions let costs for those

channels increase

Advertisers with the big budgets

will win the auctions and get the

relevant traffic

•

• Display: ~47% of Ad Spendings (37% RTB)

• Search: ~43% of Ad Spendings

The Most Important Digital Marketing Channels Are Auctions

Heavy usage of onsite personalization

and CRM campaigns at cheaper

channels can be the key

Expensive paid channels only as support

of other channels or rather as fallback if

cheaper channels don‘t work

• Zalando generates 3.2 orders per active customer*

• Zalando has 70% returning customers**

Customer Acquisition Is Getting Expensive – User Retention BecomesMore Important

* https://corporate.zalando.de/sites/default/files/mediapool/2016-05-12_q1_earnings_call_vf.pdf

**https://corporate.zalando.de/sites/default/files/mediapool/zalando_cmd_2016_financial_perspective_0.pdf

• OTTO spends ~15% of it‘s revenue

• Zalando 10% (goal: 6-8%*)

• Amazon 3.5%

Companies that are able to activate their existing user base decrease their marketing spends but still growthing

*https://corporate.zalando.de/sites/default/files/mediapool/zalando_cmd_2016_financial_perspective_0.pdf

Decease budget or reinvest it – doesnt matter!

Optimze your ROI anyway.

Webtrekk’s realtimeDMP Helps You to Activate Your Users at the Most Important Channels

Real-time DSP

DSP

Search NewsletterWWW

APP

SSP

Instant Addressing – User-centric, not Channel-centric

• In real-time

• Cross Device

• Openness: to every data provider and

3rd party system

• Item recommendations

• Works for web and apps

• 100% integrated with your analytics

data

Finally: Data Meets Creativty (♥)

Turn Data Into Action

Use NPS to Push Your Brand – Step 1

Rollout the

NPS widget

via Tag

Integration

Show it to to

every X-th

user and at

„thank you

page“ and

users who

wants to

leave early

Use NPS to Push your Brand – Step 2

Address

them at

multiple

channels in

real-time as

long as their

experience

is fresh

Create a segments for Promotors and

for Detractors

Connect with the DMP different

channels and provide those segment

data

Acquire Promotors to be

Brand Evangelists: Join

our exclusive shopping club!

Convert Detractors: Visit us

again and get a discount!

Provide a Unified User Experience Across Devices – Step 1

Participate

to the Cross

Device

Bridge

Tag

Integration

helps you

Web App

Provide your Users a Unified User Experience – Step 2

You want to

personalize

your

existing

reco

widgets

across

devices

Setup Reco API – It‘s user-centricUse a TI to connect your existing reco

widget with the DMP feed in web and in

app

Retention Please! Prevent Churn in Real-time – Setup (simplified)

You want to

prevent your

customers

from quitting

their contract

while they are

browsing the

terms and

conditions.

Side note:

Usually 80%users churn

within the first 6

hours after

reading quit

conditions

(telcos)

Retention Please! Prevent Churn with DMP in Real-time – Result

1 minute later

1 minute later

1 minute later

WT RTADSP

1 minute laterONSITE

instantly

Thank you!

Remember:Be User-centricBe Cross-device

Be Real-time