DRIVE-TO-STORE+RTB+CRM...THE INTEGRATION AT HAND... - Ecommerce Summit

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Alain Fortune …

Alain Fortune
TapValue

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  • 1. The Era of OmniChannel Alain Fortune – COO, Tapvalue
  • 2.      Founded Nov, 2012 Founders are pioneers of Affiliation in France/Europe 18 persons (as of Feb, 2014) HeadQuarters at Aix-en-Provence (F) Sales Offices in Paris (01/2013), London (11/2013), Berlin or Munich (03/2014)  Activity: digital advertisement  Customers: eCommerce, Retail, Personal Finance, Real Estate…
  • 3. [Source:SiteBeam]
  • 4. ! Cookie
  • 5. ? Cookie
  • 6. O Cookie
  • 7. And Tomorrow…
  • 8. Cookie is not dead… but gives way to Next Generation Tracking
  • 9. Hyper-connectivity…
  • 10. Silos…
  • 11. Consistent Customer Profile Management is KEY
  • 12. [Source: KeepItUsable]
  • 13. [Source: KeepItUsable]
  • 14. [Source: KeepItUsable]
  • 15. Cross-device Bridging enhances Customer intimacy
  • 16. Let’s have a Dream…
  • 17. Works in area, Lunchs at mall Serial shopper, Lives nearby Click on ad yesterday
  • 18. Chinese tourists 2 visits on the web site today Regularly in Paris for work
  • 19. Understanding Customer’s Livespace Office Home Leisure Mall
  • 20. Our Belief: +CRM RTB =€ +Geo
  • 21. Tapvalue Core Technology Core Level 1 • Fingerprinting • Extensible events collection (web, mobile site, in-app) • Online-Offline events
  • 22. Tapvalue Core Technology Core Level 2 • Multiples identities • Encrypted CRM Matching • External Segments (DMPs, CRM) • Support for Tapvalue segments • Complex targeting rules for bidding
  • 23. Tapvalue Core Technology Core Level 3 • • • • Devices Bridging Cross-Device Bidding Support for complex scenarii Ready for new devices (IPTV…)
  • 24. Tapvalue Core Technology Core Level 4 • • • • Geo data collection Proximity Engine (spot, regular, typed) GeoSegments Offline to Online retargeting
  • 25. Tapvalue Enablers • Cross-screen DSP • Dynamic banner engine for products, places… whatever • SDK for AppTracking, AppEvents, DeepLinking
  • 26. Business Case #1 « THE MALL »  Major Mall in Paris Suburb  Yearly Christmas operation with « win-a-car » animation Goal is: Promote Xmas animation and drive visitors to mall Get Loyalty Program Subscribers  Budget: 10k€  CPM campaign on Smartphones, Tablets  Target devices surrounding towns (geo-fencing)
  • 27. RATHER SIMPLE !
  • 28. BUT…
  • 29. Our Approach  Combine ScreenGraph© and PlaceGraph©  Target only profiles LIVING or WORKING in the area  Push Ads even if bid opportunities are outside the area  Avoid spendings on Tourists and Passers-by
  • 30. 8.5k€ { • 13M impressions • 31,000+ Ad clicks Win-a-car contest +100% participants (25,00050,000) Loyalty Program +40% subscriptions ( 2150  3000, comparable months)
  • 31. Business Case #2 « CREATE THE LINK! »  Large Retail network in France, leader in its category approx. 250 locations, 1500/3000 sqm each  Strong loyalty program half the in-store purchases are linked to a cardholder Goal is:  Push digital ads after in-store purchases  Push in-store offers after digital visits or purchases  And possibly, push appropriate offers after in-store visits
  • 32. Our Approach  Link Retail CRM base with ProfileMatch© base  Collect and aggregate digital (even if fragmented across multiples devices) and physical events  Connect Cross-device bidder to legacy « CRM Campaign Management »  Use « RTB as a Channel » to extend actual campaigns media (mail, sms…) onto cross-device « push-ads »
  • 33. Project is just starting… Follow us on: www.tapvalue.com @Tapvalue
  • 34. alain@tapvalue.net