the new display powered by big data personalisation, mythings

THE NEW DISPLAYPOWERED BY BIG DATA PERSONALIZATION

IN A NUTSHELL

Founded in 2005, myThings is the worldwide leader in conversion-driven display advertising solutions.

Translating intent data into personalized ads, we drive incremental sales for top online retailers.

15 MARKETS, 800 CUSTOMERS, 160 EMPLOYEES

JAPAN

TURKEY

RUSSIAGERMANY SCANDINAVIA

ITALYBENELUX

UK

FRANCE

SPAIN

USA

LATAM

INDIA

o v e r

THE NEW DISPLAYPOWERED BY BIG DATA

PERSONALIZATION

[DISPLAY ] ADVERTISING ISCHANGING…

FROM ART…

TO SCIENCE

FROM AGE OF AGENCIES

Media Buying En Masse

Targeting Almost Non-Existent

One Creative Fits All

TO AGE OF MACHINES

Programmatic Media Buying

One Creative Fits One

Real Time Advertising

Big Data

COMPANIES STILL NOT CAPITALIZING ON BIG DATA

March–April survey among digital marketers 

60%considered their

organizations unprepared to handle big data

90%Failure to

capitalize on big data translated to lost revenues

March–April survey among digital marketers 

Potential increase in retailers’ operating margins possible with big data60%

BIG data. BIG opportunity.

BIG DATA PERSONALIZATION IN DISPLAY

VOLUME

VERACITY

VELOCITY

BIG DATA PERSONALIZATION IN DISPLAY

VOLUME

VERACITY

VELOCITY

Social data

Publisher data

CRM Data (2st party) 2

1

3rd party data3

Visual recognition data

CampaignPerformance data

Site-side data (1nd party)

MULTIPLE SOURCES OF DATA

1st PARTY DATA (CRM TARGETING)

BRIDGING ENTERPRISECRM DATA WITH DISPLAY

DISPLAYADVERTISING

Customer life-time value

Specific payment methods

Transaction history

gross margin per product

CRM

DATA GOING UPSTREAM

Pretargeting

Dynamicdisplay

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10100101001000101010001001001000111101001001111110010000100100111111

10100100100010010111000101110101001001100001011010011111

U P P E R F U N N E L

M I D F U N N E L1010010011000010110100

1101001001100101101001

101001001101001001110100100110100100

101001001110111LOWERFUNNEL

CROSS-FUNNEL DISPLAY

MULTIPLE CHANNELS

Desktop Mobile Video Facebook

BIG DATA PERSONALIZATION IN DISPLAY

VOLUME

VERACITY

VELOCITY

GRANULAR SEGMENTATION = PRECISION TARGETING

Product-related 1st party segment

Level of intent Traffic source

SegmentRegistered users

who never bought

Unique Products

High margin

Unique Promotion

15% off your 1st purchase

Unique layoutLarge-font promotion

Unique Pricing8% CPA / 25p CPC

UNIQUE CAMPAIGN FOR EVERY SEGMENT

BIG DATA PERSONALIZATION IN DISPLAY

VOLUME

VERACITY

VELOCITY

In less than 120MS advertisers have to…

?? BID!

Receive bid Opportunity

? BID!0.4$

Identify cookie

? BID!0.4$? BID!0.4$

Decide whether to bid and what

price to bid

Select personalized

content

Serve bannerReturn bid AdX decision

REAL TIME DECISIONS: BIDDING

Standard optimization Big data optimization

Assuming conversion, how much will be spent?

Assuming spend, what will be advertiser’s ROI?

Assuming click, will the user convert?

Assuming impression, will the user click or not?

Assuming impression, will the user click or not?

REAL TIME DECISIONS: DYNAMIC CREATIVE

What banner to present to which user?

Product Recommendation Engine

Adaptive banner optimizer

BIG DATA PERSONALIZATION IN DISPLAY

CASE STUDY

CASE STUDY: LITTLEWOODS

Data-driven acquisition & retargeting combined

1st party data optimisation

User shown dynamicdisplay banner

NO

User shown personalized retargeting banner

YES

1st party data

optimization

HOW DID IT WORK?

Did user visit site?

8.18%+

AveragePCCR

1 €: 23€

ROI RATIO

300%

ROI UPLIFTCOMPARED TO

INITIAL FORECAST

RESULTS

EXCITING TIMES AHEAD!

Thank You