Big data, personalization & monetization

  • 372 views
Uploaded on

Publishers - see how big data analytics can be used for personalizing editorial content for your users and for targeting digital ads at increased prices by showing the right ad to the right user at …

Publishers - see how big data analytics can be used for personalizing editorial content for your users and for targeting digital ads at increased prices by showing the right ad to the right user at the right time.

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
372
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
21
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. An introduction to Cxense, 2013 Big Data, Personalization & Monetization
  • 2. 2 2-10X Users interact with personalized content Extraordinary INSIGHT more than non- personalized content and are twice as likely to share. • Customer insight dashboards • Increase user/customer engagement through content personalization and automation • Increase number of registered users; e.g., by offering targeted promos e.g. email newsletters • Improved advertising monetization: Both paid listings and targeted display • Control user and audience data (stop data leakage) and build your big data assets
  • 3. 3 Real-time, Actionable User & Audience Insight
  • 4. 4 READS ONLINE ABOUT Tech, life and culture, Russia INTERACTS WITH ADS about golf equipment and BMW cars Subscribers Digital / Print Oliver Male, 36 years old Brooklyn Publisher’s CRM CONSUMES NEWS Market updates PURCHASED 15 World-class wines RESPONDED TO CAMPAIGN Email marketing Publishers 360° View of User Engagements Capturing data from digital channels merged with CRM systems
  • 5. 5 Intuitive Dashboards UNDERSTAND HOW CUSTOMERS INTERACT WITH YOUR CONTENT CAPTURE CUSTOMER DATA IN REAL-TIME ACROSS ALL DEVICES SLICE AND DICE DATA FOR DEEP INSIGHTSANALYZE TRENDS AND POPULARITY MONITOR AND TAKE ACTION ON TRAFFIC PATTERNS CAPTURE CUSTOM EVENTS FROM YOUR BUSINESS SYSTEMS STAY IN CONTROL WITH CUSTOMIZABLE REAL-TIME WALLBOARDS
  • 6. 6 Big Data Driving Personalization READERPUBLISHER TARGETED DISPLAY ADS PERSONALIZED CONTENT OPTIMIZED RECOMMENDATIONS ANALYZE AND OPTIMIZE MANAGE AND CONTROL PERSONALIZED SEARCH
  • 7. 7 Deliver the Right Content to the Right Users The problem • Create more traffic • Increase site stickiness • Increase ad revenues The solution • Targeted editorial content increasing time on site • Blending premium ads with recommended content Output • 9% CTR Peak on recommended content • Net new revenues from ads, and higher ad prices • Increased time on site and PVs
  • 8. 8 Publisher 360° Customer/User View: For Targeted Newsletters, User Conversation Optimization Sample user data for segmentation and targeting
  • 9. 9 Deliver Targeted Higher-value Advertising The problem • Increase online ad revenues The solution • Utilize deep audience insight to provide ad targeting for high quality ads • Editorial content recommendations driving user engagement and PVs Output • 50% increase in display advertising yield (eCPM) • Increased user loyalty by optimising content
  • 10. 10 Publisher-controlled Yield-optimized Advertising & Promotions PUBLISHER PREMIUM / INHOUSE NETWORK DEMAND SIDE PLATFORMS & 3RD PARTY EXCHANGES (OPTIONAL) – VIA PUBLISHER-CONTROLLED SSP PRIVATE AD EXCHANGES (OPTIONAL) GLOBAL YIELD OPTIMIZATION TO MAXIMIZE PUBLISHER REVENUES PUBLISHER CONTROLLED AD SERVER AND SSP Product / eCommerce Subscription offers
  • 11. 11 Targeted Display Advertising Targeted display ads Behavioral Brand eCPM: 50 CHF Behavioral Retargeting 40 CHF Behavioral Category 35 CHF Premium (Non- Targeted) 20 CHF News & sports Verticals Specific content Traffic IncreasedeCPM High Traffic/ Low eCPM Low Traffic/ High eCPM Advanced audience analytics used to drive higher value: 75%-250% eCPM increase Ad network 1-4 CH F Original: With remnant ads from ad network • 30% PV x 20 CHF CPM: 6.0 • 70% PV x 1-4 CHF CPM: 1.0 • Total revenues: 7.0 Now: Publisher-controlled ad network • 30% PV x 20 CHF CPM: 6.0 • 20% PV x 35 CHF CPM: 7.0 • Total revenues: 13.0 Avoid price pressure on publisher direct sales
  • 12. 12
  • 13. 13
  • 14. 14 About Cxense • Providing sustainable value to publishers, media, classifieds and e- commerce • 100% cloud-based (SaaS) technology: Rapid, low risk/cost deployments • 15 years experience enabling publishers to monetize their online business; core team that developed FAST Enterprise Search (acquired by MSFT in 2008 for $1.3B) • Extensive experience in internet technologies, media and publishing • Global: North America, Europe, Asia Pacific, Latin America • 3500+ publisher websites, 12 publisher-controlled audience Networks, 48B ad impressions
  • 15. 15 Connect with Cxense www.cxense.com https://twitter.com/cxense www.facebook.com/cxense www.linkedin.com/company/cxense http://youtube.com/cxenseTeam