Viktor Szathmáry - How to win a campaign

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Viktor Szathmáry - How to win a campaign

  1. 1. Viktor Szathmáryviktor@scarabresearch.comHow to win a campaign?
  2. 2. Napoleon’s Russian Campaign
  3. 3. 2.4% survivedNapoleon’s Russian Campaign
  4. 4. ?
  5. 5. 5.5% 41%2.2%
  6. 6. 0%1%2%3%1 2 3 4 5 6 7 8 9 10 11Conversion probability over visitsN-th session of visitor
  7. 7. 1 2 3 4 5 6 7 8 9 10 over 10Revenue from returning visitorsRevenueN-th visit
  8. 8. 1 2 3 4 5 6 7 8 9 10 over 10Revenue from returning visitorsRevenueN-th visit2/3 of revenue
  9. 9. • in storerelated products, people like you...• in email campaignspersonalized newsletters,cart abandonment• in advertising campaignspersonalized display adsPersonalized recommendations
  10. 10. Personalized Ads
  11. 11. vs.
  12. 12. new visits returning visitsVisits from ad campaignRegular Ad
  13. 13. new visits returning visitsVisits from ad campaignRegular AdScarab Personal Ad
  14. 14. 0%5%10%15%20%same day 1 - 7 days 8 - 30 days >30 daysClick-through rate over timeDays since last visitRegular AdScarab Personal Ad
  15. 15. Viktor Szathmáryviktor@scarabresearch.comThank you!

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