the new display powered by big data personalisation, mythings
Post on 14-Sep-2014
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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