Data creativity - where does the value lie - Michael Steckler

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  • 2011, 1.8M Zettabytes, which is 1.8 trillion gigabytes in 500 quadrillion files and more than doubling every two years. That's nearly as many bits of information in the digital universe as stars in our physical universe
  • Show 3 types of site visitors – never purchased, lapsed, and current (recent purchase)Criteo can reach any type of customer a brand is looking to attract, from people who have never bought from its site, to those who may not have bought for some time as well as regular customers.  With the vast majority of visitors to brand websites leaving without buying, Criteo is the most effective way to bring back these valuable potential customers. In fact, over 25% of the sales that Criteo delivers are from people who have never bought from that brand.  In the same way, Criteo can also help brands bring back lapsed customers who have not bought in a while with offers and incentives while existing customers can be shown complementary products and services.
  • Show 3 types of site visitors – never purchased, lapsed, and current (recent purchase)Criteo can reach any type of customer a brand is looking to attract, from people who have never bought from its site, to those who may not have bought for some time as well as regular customers.  With the vast majority of visitors to brand websites leaving without buying, Criteo is the most effective way to bring back these valuable potential customers. In fact, over 25% of the sales that Criteo delivers are from people who have never bought from that brand.  In the same way, Criteo can also help brands bring back lapsed customers who have not bought in a while with offers and incentives while existing customers can be shown complementary products and services.
  • Each Criteo ad features products the person has already looked at but did not buy, as well as products which Criteo recommends. The outcome is a completely tailor-made ad which continues to adapt and change as a person’s browsing behaviour changes.
  • Data creativity - where does the value lie - Michael Steckler

    1. 1. Data & CreativityWhere does the Value lie?
    2. 2. 1.25 10^(-22) ZB (zettabytes)
    3. 3. Actual product browsed
    4. 4. What does Acquisition really mean? Active Users Never Visited Dormant Time
    5. 5. An effective channel for deliveringNew Customers… 40 Fashion Retailer 35 30 25 20 15 10 % of post-click Sales from NEW customers 5 0 1 2 3 4 5 6 7 8 9 10
    6. 6. Matching User intent to Product Level Creative…. Products viewed Branding consistent with other activity Products recommende d Promotional messaging to drive greater interaction
    7. 7. Recommendations drive Sales 53% 78% 55% 82% Recommended Products viewed Fashion Retail Travel Classified Source: Criteo Q1 2011 average
    8. 8. Date Optimisation 40-9 days before departure  Tickets Purchased European Sale! Cheap flights from London - Madrid Cross- 29 Dec – 29 Jan sell / >40 days before departure Was £75 £ 50 Return Book Now Looking for Hotels in Madrid up sell London – Madrid From £59 per night incl B’fast 29 Dec – 29 Jan Last The Westin Palace Aquaria Negresco InterContinental Madrid minute 75 incentiv e £ Book Now Book Now Book Now Book Now Return Peak bookin g period
    9. 9. Cross-platform bid management
    10. 10. Thank you

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