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Create Real-Time Offers and Drive Revenue Using Real-Time Behavior Analysis

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http://tinyurl.com/pyfeurg : Learn about the strategic advantage an organization can gain if it has the ability to analyze large volumes of data in real time. Learn how Bigpoint GmbH analyzes …

http://tinyurl.com/pyfeurg : Learn about the strategic advantage an organization can gain if it has the ability to analyze large volumes of data in real time. Learn how Bigpoint GmbH analyzes terabytes of player behavior data to understand player patterns and gain insights. Hear how it uses that analyzed data to make personalized and relevant cross-sell and upsell offers.

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  • 1. The SAP Sapphire Marketing ForumJon SiegalFounder & CEOFan AppzFaye WalkerSVP MarketingFEARnet
  • 2. 2Fan Appz, an SAP Cloud PartnerA next-generationmarketing platform thathelps brands capture anduse consumer data totarget and personalize all oftheir marketing efforts.Always-on  Real-time  Integrated
  • 3. The New Normal for Marketers• Today’s empowered consumerdemands personal attention• The proliferation of channels(mobile, social, etc.) has createdunprecedented complexity• The resulting explosion of dataholds great potential but is hard toorganize, analyze and act upon-- IBM Global CMO Survey3
  • 4. Introducing FEARnet• Joint venture of Comcast, Sony and Lionsgate• Premier cable TV channel for fans of horror,thriller & suspense entertainment• Started Online and On-Demand only– Quickly became the #1 HD VOD channel– In an industry first, consumer demand promptedthe creation of the FEARnet cable channel• Offer both original series and a rich catalog ofmovies
  • 5. Landscape400,000unique users212,000 fans7,000 subs4 million views40% of webtraffic is mobile39,000followers7 million cable viewers#1 HD VOD Channel28 million homes700 million views
  • 6. How we are different• A creative, multi-channel entertainment platform- Relevant genre content across all environments- Compelling interactive experiences 24 x 7 x 365• A passionate community of fans– Sharing news and views real fans care about– Present at real-world events, Comic Con, etc.• Fans, not “Marketers”– Understand our audience and cater to their needs– Be authentic & relevant; know their preferences
  • 7. What we knew about our fans• Horror TV audience is 94 Million TV fans* (Nielsen nPower)• Genre Box Office in 2012 $4.9 Billion• #1 Box Office of 2013 to date: Mama, Warm Bodies, Evil Dead• Top TV: Walking Dead, American Horror Story, Dexter,True Blood, etc.
  • 8. What we wanted to know about them• Who they are as people• What they want and care about• Which brands they connect and engage with
  • 9. Selected Fan Appz• Able to help us:– Grow, engage and learn about our fans– Use data to identify the most relevant advertisers– Create meaningful relationships with our fans• Shared DNA:– Digital focus, data-driven and strategic– Committed to authentic engagement by and for fans– Committed to customer service and partnership
  • 10. Engagement delivered critical data•Understand our audience:– 50/50 on gender, a lot of soccer moms!– Over-indexed in Hispanic and African American (45%)– HUGE FANS of Adult Cartoons – Family Guy, South Park, The Simpsons•Know which brands they are engaged with:– Retailers: Amazon, Wal-Mart, Target– Consumer Brands: Subway, Dr. pepper, Dunkin’ Donuts– Comedy: YouTube, Tosh.O, Jackass•Business opportunity to:– Target our audience acquisition efforts to attract more of the same– Approach the right advertisers; create promotions that will resonate– Create or acquire the most relevant content
  • 11. Personalized Marketing Platform
  • 12. FEARnet Monster Madness12• Launched the world’sfirst InteractiveTournament of Terror• Netted hundreds ofthousands ofconsumer data inputs