the power of automated creativity
TRANSCRIPT
The Power of Automated
CreativityBenedict Hayes,
Managing Director
To whom it may concern,
I don’t know who you are or what you care about, but I want to sell you something, even if you don’t want it.
Dear Valued Customer,
I don’t know your name or what you care about but I’d like to sell you something.
Dear Tom,
Happy birthday! Here’s a special 20% off gift voucher for that jumper you wanted. Enjoy
The need for hyper relevance
The changing customer journey
The customer journey used to be simple!
Moment ofPurchase
Moment of Usage
Moment ofStimulus
who
out of store
remind me
sales &events
easy rewards
no stress
respond
make me look good
inspire creativity
options
recognize
help
in-store
surprises
information
help
same time
new ideals
flexibility
connection
inspiration
select
good choice
feelwelcome
feel supported
surprise savings
suggestions
save time
fix problems
flexibility
discover buy
rewardloyalty
exceptional service
suggest ideas
ask my opinion
reflect
appeal
flexibility
shop
best prices
interesting range
save time
inform
flexibility
celebrate
savings
redeem rewards
what
services
products
rewards
when
day of week
time of day
time of year
occasion
online
offline
how
lifestyle
lifestage mission
needs
segment
interests
behavior
where
fun
surprise
connect
simplify
curateeducate
delight
surprise deals
selection
suggestions
new products inform
me
reward
comment
easy search
appreciate me
unexpectedrewards
Finding the right customer, in the
right place, at the right time, with
the right message is now more
complex than ever before.
Single, expensive, must-be-flawless,mass ads
…content as proxy to users!
Gone are the days of…Gone are the days of using…
We now have a 360º view of the customer
…enter the days of data
SMARTBIG
VS
You know your consumer better than you think
Favourites
Information
Home page
Search
DiscountDepartments
% basket additions
Programmatic has revolutionised creative
Where we can feed multiple,
personalised,cost-effective ads
Complex personalization engines drive creative
Creative is now understanding the
art and science of using data and
programmatic to create a
seamless narrative of interactions
with your brand.
Wherever your customers are
I’ve been searching flights to Hawaii.
I really want a red dress!
I would like to apply for a new credit card…
Working data example: global airline
The challengesGlobal airline: top 5 for international travel worldwide
• Customised communications across all
flight routes
• Deliver smart segments based on first
party data
• Optimize towards post-click eCPA
• Cross-channel (desktop, mobile & FBX)
• Ensure flight load factors are maintained
We looked to 1st-party data to make smart decisions
Analytics & Booking
Data
Frequent Buyer Program
Passenger Name Record
(PNR)
Revenue Management System (RMS)
We found…departure date behaviours
0-1 week 1-2 weeks 2-4 weeks 4-6 weeks 6+ weeks
Decided on Purchase Purchase Consideration
Country ChannelDeparture Date
Real-time user segments
Inventory “load factor” management
Creative decisions that promote flights that are undersold.
Determine which users may be price sensitive, push unsold seats.
A B C D E F G H I J
Mumbai, India –Singapore
Dep. 29 August- Jain Food- Speedy Boarding- Extra leg room
Book Now
Now $253
PreferredDestinationsor Routes
Mumbai – LondonMumbai – SingaporeMumbai – BangkokMumbai – Paris
50%
Real-time price
Real-time availability
Exact product+ similar offers
- Departure date- +/- 1 days- Destination- Price comparisons- Product variations
Campaign Split:Departure Date
All feed into the communication engineto deliver real-time offers based on the user
Results: 8-month period
33% 14k -68%
33% more revenue
14,000 sales eCPA decreased by
68%
More brand-new customers
Performance Branding
Is creativity, as we know it, dead?
We still need the style, shape, color and size to suit
The art of rendering is still critically important!
Travel & Fashion
Creative rendering has gone micro…where the simplest of things can have the most profound effects
Consistently higher CTR, up to 10%
Green CTA
Orange CTA
Shape and size does matter
Up to 3x CTR
Multiple product image sizes
Single product image size
Summary1. Focus on the consumer2. Be smart not big3. The art can be in the data4. Always be testing5. Beware of the hippo6. Let data do the talking!
Thank You!
www.sociomantic.comBenedict HayesManaging Director, South East Asia and [email protected]