michal pastier: ako kombinácia dát a kreativity mení e commerce

2017

10% Increase

in cart conversion <2 weeks

Time to value 8,1%

Average revenue per customer growth

“X people looking at this” notification can increase conversion by 10%

AIforA/Btes,ngop,miza,onpurchase,click,registra,on,subscrip,on,openingemails…

CONFIDENTIAL

“FREE DELIVERY WEB LAYER” CAN BOOST CONVERSIONS BY 23%

10% Increase

in cart conversion <2 weeks

Time to value 8,1%

Average revenue per customer growth

“X people looking at this” notification can increase conversion by 10%

“X people looking at this” notification can increase conversion by 10%

10% Increase

in cart conversion <2 weeks

Time to value 8,1%

Average revenue per customer growth

“X people looking at this” notification can increase conversion by 10%

LOW STOCK ALERTS CAN BOOST CONVERSION BY 6,5%

convolu,onalneuralnetwork

CONFIDENTIAL

AlotofuserswatchedtheDavidFincherdirectedmovieTheSocialNetworkfrombeginningtoend.

TheBri,shversionof“HouseofCards”hasbeenwellwatched.

ThosewhowatchedtheBri,shversion“HouseofCards”alsowatchedKevinSpaceyfilmsand/orfilmsdirectedbyDavidFincher.

Netflix

House Of Cards Britain

Kevin Spacey Actor

David Fincher Director

TRAILERS

NeNlixmade10differentcutsofthetrailerforHouseofCards,eachgearedtowarddifferentaudiences.

Asurveyshowedthat86%ofsubscribersarelesslikelytocancelbecauseofHouseofCards.

•  Whenyoupause,rewind,orfastforward•  Whatdayyouwatchcontent•  WhenyoupauseandleavecontentThera,ngs

given•  Searches•  Datawithinmovies.“screenshots”“inthe

moment”characteris,cs.volume,colors,andscenery…

•  thathelpNeNlixfindoutwhatuserslike.

Average Engagement of the experience

The

happ

iest

mom

ent

of th

e ex

perie

nce

GREAT AD ZONE

How we judge experience?

How we judge experience?

Emot

iona

l Re

actio

n

We judge an experience largely based on how we felt at its most intense point and at its end, rather than based on the total sum of every moment of the experience

Not about whole experience

Emot

iona

l Re

actio

n

Peak-End Effect

Emot

iona

l Re

actio

n Peak End

...how we felt at its most intense point and at its end.

The more intensive the peak and the more positive the end, the better the evaluation of the overall experience.

Peak-End Effect

Emot

iona

l Re

actio

n Peak End

Peak-End determine not only the enjoyment of the commercial but also the positive evaluation of the brand as well as brand recall.

enjoyment of the commercial positive evaluation of the brand brand recall

Peak-End Effect

Emot

iona

l Re

actio

n Peak End

Average Engagement of the experience

The

happ

iest

mom

ent

of th

e ex

perie

nce

GREAT AD ZONE

Happiness curve for Kofola Ad, Fly

Emotional Anchor - during the neutral intro scene people are already smiling because they remember the positive emotion that will come.

The excuse of the lisping dog Mmmmm, Phophola!

inte

nsity

Time (s)

enjoyment of the commercial positive evaluation of the brand brand recall

Peak-End Effect

Emot

iona

l Re

actio

n Peak End

Emotional Anchor The Excuse Mmmm, Fofola

Fofola and Pizza

The Excuse Mmmm, Fofola

Fofola and Bone

Emotional Anchor

The Excuse Mmmm, Fofola

Fofola and Reverse Driving

Emotional Anchor

The Excuse Mmmm, Fofola

Fofola, Mr. Melon and Tennis

Emotional Anchor

The Excuse Mmmm, Fofola

Fofola, Mr. Melon and Longboard

Emotional Anchor

Average Engagement of the ad

The

happ

iest

mom

ent

of th

e ad

THE GREAT AD ZONE

200 respondents 18-69

ESOMAR 2Muse (SR)

Nielsen Admosphere (CR)

In 2 years EmotionID have tested 150 best slovak Ads for emotions.

In 2 years EmotionID have tested 150 best slovak Ads for emotions. Fofola ranked as #1.

2015: 8/10 1. AquaBabes Song

2. Kofola Meruňka 0,5 l: Fofola a moucha 3. Kofola Meruňka 0,5 l: Fofola a kost 3. Kofola Meruňka 0,5 l: Fofola a kost

4. Kofola Meruňka 0,5 l: Fofola a pop-up okno 5. Kofola Meruňka 0,5 l: Fofola a pizza

6. Kofola Meruňka 0,5 l: Fofola a vířivka 7. Kofola Meruňka 0,5 l: Fofola a couvání 8. Kofola Meruňka 0,5 l: Fofola a lednice

9. YouTube Rewind: Now Watch Me 2015 10. Kofola Meruňka 0,5 l: Fofola a domino

1. Nike Football Presents: The Switch ft. Cristiano Ronaldo, Harry Kane, Anthony Martial & More 2. Kofola Meloun 0,5 l: Fofola a padák 3. Semtex: Odpal to naplno – Rosenberg 4. Kofola Meloun 0,5 l: Fofola a tenis 5. Kofola Meloun 0,5 l: Jfem fpět! 6. Kofola Meloun 0,5 l: Fofola a longboard 7. Kofola Meloun 0,5 l: Fofola a houpačka 8. Probuďte se: Héééééééj 9. Zvedni hlavu 10. Volvo V90 – ”Prologue” feat. Zlatan Ibrahimović

2016: 5/10

DATAvertising is money generator

Sales Volume 0,5l Kofola, Czech rep

Character + Data = Sales booster

Sales Volume 0,5l Kofola, Czech rep

Character + Data = Sales booster

Average Engagement of the experience

The

happ

iest

mom

ent

of th

e ex

perie

nce

GREAT AD ZONE

E-commerce data story

BruneWesVSBlondes

BruneWesoverallsellbeWerthanblondes

Salescandoubleifamodeltouchesherhairinsteadofputsherhandonherhips

ConsumerspreferredthecommercialthatleYitsmodelsunretouched

SPOTIFY DATA STORY

IKEA DATA STORY

Mission:campaigntoprovetoshoppersthattheproductswereinspiredbytherealworld

Property portal Story

Homeconstruc,onbasedon200millionclicksonitswebsite.

HouseofClicksgeneratedatotalreachofover218millionpeople,withover600actuallysinginguptobuythehousewhenithitsthemarket.

Visual Clothing Style with Heterogeneous Dyadic

Co-occurrences

(convolu,onalneuralnetwork)