qurater overview latest july 2014
DESCRIPTION
Technology to improve social media ad ROI.TRANSCRIPT
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Qurater Business EdgeBig Data Approaches for Customer Acquisition
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Founding Team
Rakshit DagaFounder & CEO
Sumit MishraFounder & CTO
Prashanth AdirajuCo-Founder &
Chief Product Officer
Each founding member brings 15+ years experience defining, developing & selling technology
products
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Shopping behavior changing rapidly
80%Checking
prices online
before walking
into store
1/3Checking
prices on their
mobile while
in store
Webrooming69% of consumers
(18-36 age)
vs.
50% likely to
showroom
Showrooming50% of online buyers
checked the product
in a physical store
74%Of the customers
rely on
social media to
guide their
Online/offline
purchases
Consumers want tailored promotions and communications
to their individual purchasing habits & this drives sales
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Direct response campaigns majority share, but social
lags search in effectiveness
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
facebookGoogle
(adwords)
0.20%
5.23%
CTR comparison of Social vs. Search
Social Lags
Search
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Opportunity to improve Social media targeting
Social networks
have scale -
enormous user
bases and deep
databases.
$4.7B2013
$17.0B2017
Social data gains
more value the
closer to the source
you get--that is, to
individuals and to
what they express
about themselves on
social platforms ......
CAGR
30+%
But with current ad
targeting .......
Social Media Ad spend
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Purchase intent context
is getting lost
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Qurater provides
the deepest social
ad targeting
intelligence for
specific high value
verticalsFind the right customers with
better targeting and reach them
efficiently
DEMOGRAPHICAge, Gender
PERSONALCity, Birthday, Education, Workplace, Education
SOCIALLikes, Interests,
CONTEXTPurchase Intent
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Our goal - help Brands improve social media ad ROI
CONTEXTDemographic,
personal, social &
behavioral
QURATER
CONTEXTProfiles from social
conversations
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
facebookGoogle
(adwords)
0.20%
5.23%
Retail CTR
Opportunity to
improve is
significant
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Qurater profiling approach
Social profiles
discovered
based on user
activity &
conversations
Price segmentation (interest in a price point)
Intent to buy (“I want to buy”, “where can I buy”)
Based on user action (likes on brands fb page)
Based on conversation type (service feedback)
Interest in competitors brands
Specific to the
industry/brand
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Qurater Context• Deeper understanding of vertical specific dimensions (e.g. price
segments, product features)
• Purchase intent – specific intent to buy a product
• Aggregate Customer intent – brand/product demand prediction
based on social signals (positive or negative)
• Correlation models tying verticals – e.g. A person interested in a
high value car is more likely to buy a premium phone or buy
premium fashion accessories.
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What Qurater provides
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Opportunitiesdiscover based on industry
specific dimensions
Social Profiles
Develop funnels based on specific criteria and for
targeting
Leads generate based on your sales funnel (profiles)
Analyticsactionable insights based
on industry specific dimensions
Email targeting
Personalized messages & offers
Ad optimization facebook & twitter
integration
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Improved ad targeting with Facebook integration
CTR
CPA
Interest,
demographic
targeting
Interest targeting lets you
target everyone who has
expressed a specific
interest in any topic
Context (Purchase
intent) targeting
Context targeting lets you target
everyone who has expressed
purchase intent for a specific
product
Qurater integration with
(custom audiences)
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Technology summary
Source Agnostic Data Discovery, Mining & Structure Extraction
Cloud scale – Massive Volumes Of Data
State of the art NLP / Machine Learning to derive industry specific
dimensions
Customizable analytics with industry leading visualization techniques
Technologies for improved ad targeting & to reach users efficiently
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Qurater Roadmap
1 high value
vertical
(technology)
fb integration
3 high value
verticals (auto,
retail/ecommerce)
Correlation
Self-sign up
tw integrationTODAY In 6 MONTHS
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Qurater Proposition for Brands• Discover social profiles with purchase intent for Brand’s
portfolio
• Develop a new/efficient channel to reach customers
• Improve social media ad ROI thru better targeting (fb, tw)
• Generate product demand insights (social buzz as a
proxy)A social ad targeting platform with deep intelligence and optimized
brand’s sales efforts
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The opportunity we are after
$4.7B2013
$17.0B2017
CAGR
30+%
Social Media Ad spend Improve ROI of Social Media
$20MBusiness Opportunity
Deep intelligence for
Improved Ad targeting
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Qurater provides the
deepest social ad
targeting intelligence for
specific high value
verticals.
Find the right customers with
better targeting and reach them
efficiently
DEMOGRAPHICAge, Gender
PERSONALCity, Birthday, Education, Workplace, Education
SOCIALLikes, Interests,
CONTEXTPurchase Intent