Deck 1: Why Stereotypes are your Friend & Also Your Enemy @JasonD Note to self: 3 Decks incorporated below – Choose the one that seems “right” for the session on the day! Deck 2: Affiliate Nirvana - from Start to Bank! Deck 3: Inside Pzyche
Why Stereotypes are your Friend & Also Your Enemy ....and How Understanding the difference will put more $$$ in your pocket! @JasonD
Every one of us has differing levels in each of the 5 traits. It is the combination across all 5 that makes us who we are. @JasonD
Peter Rentfrow is a Lecturer in Social and Developmental Psychology at the University of Cambridge. Sam Gosling is the Professor of Psychology at the University of Texas, in Austin. Sam Gosling Peter Rentfrow THESE GUYS ROCK! @JasonD
WSJ Interactive Chart based on Rentfrow & Gosling’s work http://s.wsj.net/public/resources/documents/info-PERSONALITY08.swf @JasonD
Let Me Show You Inside Pzyche Two Visitors come to your Site. You detect their IP addresses and GEO locate them. They are both from: Small Town, Mid West State, USA. 1 2
Current Best of Breed Analysis 1 Let ’ s look at Visitor #1 using the best data analysis available. We know where the visitor is from so let ’ s analyse the visitor using Experian ’ s ‘Mosaic USA’ profiling product. This visitor falls under: “ Small Town Endeavors Group ” Median Income: $28,000 Education Level: High School Sex: 60% Male Median Age: 32 Married: 40% likelihood Drives: Dodge, GMC or Ford
If we accept US players for our Poker product this looks like an ideal prospect for a long term consumer.
If we don ’ t accept American players the above still stands but we can ’ t take advantage!
Geek Alert! Before we start analysing Visitor #2 please accept our apologies in advance as it is very geeky - although we specifically chose just one small test within the Pzyche system that was “ relatively ” simple to explain! 2
The Pzyche Way 2 Let ’ s look at Visitor #2 but instead of the current “ best of breed ” marketing tools that we used with Visitor #1, let ’ s start with just one little test from Pzyche hoping to answer the question… Is this Visitor a Business Traveller?
We start by looking at standard data that the web browser tells us and see that the visitor has their browser language set to en-gb (English, Great Britain) not en-us (English, United States) - despite the visitor being within the USA.
We can determine that this visitor is using a laptop that is approximately 2 years old.
This doesn’ t tell us whether the visitor is any of the options yet, but it does deliver useful information.
Is the Visitor someone on a badly configured PC?
Is the Visitor A British Ex Pat in the US?
Let’ s also look at US Government Immigration Statistics telling us the numbers of travelers to the US from the UK. This enables us to ascertain the % probability of the visitor being a visitor from the UK versus an American with a badly configured PC. Is This a Badly Configured PC? 2
We also need to decide the likelihood of the visitor being someone:
On holiday from the UK
On a business trip from the UK
Is this a Brit on Holiday in the USA? We are assisted by an AP IPSOS study from 2007 stating that 1 in 5 holiday makers take their laptop on holiday with them, when compared to business travellers, where close to 100% take a laptop with them. This allows us to define the probability of someone with their language set as en-gb within the US, on a laptop, as being likely to be a business traveller. 2
How? This probability is further reinforced as US Census Data detailing the number of immigrants from the UK to the US, enables us to model within the data, the likelihood of the visitor being a British Ex Pat based on the age of the laptop. We then further reinforce this data by defining the likelihood of the laptop not being upgraded since it was purchased based on its age, as studies show the average amortisation period for business laptops is 3 years. 2
How? Ultimately this data enables us to calculate that this visitor is most likely to be a business traveller rather than the alternatives. How much more likely? Well, this visitor is 83.3% likely to be a business traveller. 2
Are they are a member of a frequent flyer program?
Do they partake in online gaming?
If so, what is their game of choice?
What are their favourite Side Games?
If so, who is their preferred operator?
If so, are they a Free-Play or a Real Money Player?
If a Real Money Player are they a “ High Roller ” ?
What is their preferred deposit option?
We Add The Secret Sauce! The Secret Sauce is client specific and allows us to further refine analysis of the individual delivering much more powerful targeting than the, already powerful, Standard Pzyche Groups. 2
The Result? Pzyche Analysed Traffic Mean Annual Income: $433,300 Mean Net Worth : $2.85M 75% purchased luggage in the past year 44% spent over $300 on luggage 44% own two or more cars 55.7% own a BMW, Lexus and/or Mercedes 58.2% aged between 25 - 54 91% likely to visit “ Online Trading Sites ” 83% likely to visit “ Online Gambling ” sites 78% likely to be a Poker “ Play Money Player ” 73% likely to be a Poker “ Real Money Player ” 68.6% likely to be a “ Poker VIP ” + Pzyche Secret Sauce What is the likelihood of the visitor.. Being a member of a frequent flyer program? Partaking in online gaming? What is their game of choice? What are their favourite Side Games? Who is their preferred operator? Are they a Play Money Player or A Real Money Player? What is their preferred deposit option? If a Real Money Player are they a VIP? =
How Do You Speak to “ The Money Prospect ” ? I think we ’ d agree that the way we should communicate with this prospect is different from the standard. Pzyche deliver the tools for you to create effective messaging and tailor the experience for these visitors as an individual NOT as a random IP Address! This delivers MUCH higher revenues and profits for your business!
Pzyche allows you to seek, find, convert and retain, the ‘ Golden Prospects ’ !
Onwards toward Conversion Arb Costs Ad. Exchange Identifying the prospects that are likely to convert prior to them visiting your site also allows you to arbitrage your acquisition costs for those visitors by using Advertising Exchanges etc. If you purchase traffic at $3 CPM and only convert a fraction of visitors, might you prefer to identify those most likely to NOT convert and sell that traffic to someone else? Customer Acquisition
Do we wish to show 2 unique individuals the same content? Pzyche allows you to personalise for the individual Customer Conversion
Shouldn ’ t retention marketing be personalised too? Customer Retention