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Digital Winners 7-8 November …

Digital Winners 7-8 November
What Women Want - John Markus Lervik

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  • For ages, companies have spent trillions of dollars, in the search for what their customer needsNow, customer needs is a moving target, and the moves are getting bigger, more frequent and fast.Companies needs to adapt and have the tools to stay ahead of competition and to stay relevantMy name is John M. Lervik, CEO and co-founder of Cxense a global technology company with a vision of understanding better than anyone what people wantSo let’s get more specific and dig into today’s title and find out "what women want"!
  • It’s the question men have been asking themselves since the beginning of time.
  • But despite what you may think, its not the Ad Men, or Mad Men, that have the answer
  • It’s us Math Men who have finally figured it out.You may be skeptical…how could we techie guys figure it out?Well…
  • Women, like everyone else, have gone online. That was VERY convenient for us. That’s our backyard.
  • And because of this, we techie guys finally have the upper hand. Why is this?
  • It’s because it all comes down to big data. This might not be the sexiest slide, but this is actually the juicy part: By analyzing what people do online, companies can gather insight into their audience and predict what they really want. This is what big data is all about.
  • Until now, only a few big players have been using data, and they only use it to their own advantage, which means everyone else is left in the dark. These companies dominate the online advertising and e-commerce value chains. The common denominator for success is the ability to leverage user data to provide better services. Lacking these capabilities other online companies have lost terrain in the battle for user attention.
  • So here is an example on Amazon55% on Kindle is women, and hence Amazon recommends cup cakes and nice running shoes
  • But let’s face it, even the big guys haven’t exactly cracked the code to timely and relevant recommendations yet. There are too many intermediaries between the publisher and the advertiser the individual profiles are not robust enough and the context in which the ad is placed matters.
  • But now, Cxense is leveling the playing field by offering publishers Extraordinary Insight through Big Data analytics and the tools to act upon the insight. We offer a suite of products such as advertising, content recommendations and search to help publishers regain control of their data and their revenues.
  • We believe in 360 degree consumer insight. Publishers must take into account individual user’s actions online and their demographics, alongside a wealth of other data including time, device, environment, location, and not to mention context.
  • This is also important, because not every woman is the same. Publishers can create in-depth customer profiles. These are all stored as anonymous profiles and never shared. With anyone.

Transcript

  • 1. What Women Want Dr. John M. Lervik - CEO
  • 2. What Women Want 2
  • 3. 3
  • 4. 4
  • 5. MATHMEN 5
  • 6. Women have gone online… 6
  • 7. To communicate… 7
  • 8. To shop… 8
  • 9. To learn… 9
  • 10. To stay up-to-date… 10
  • 11. …they do many things online. ….doing almost anything 11
  • 12. Big Data 08.11.2013
  • 13. Until now, only a few players have used big data. And only to their own advantage. 13
  • 14. 14
  • 15. Tip: Just because you are a woman, doesn’t mean you want a weight loss program or a hip replacement. 15
  • 16. Tip: Women don’t want to book a cruise if they think the boat might sink….even if it is 75% off 16
  • 17. 17
  • 18. Find out what women want and act on it in real time 08.11.2013
  • 19. Gather insight on individuals: Not all women are the same Anonymous Profiles - Transparent privacy policies - Data never shared 08.11.2013
  • 20. Act upon the insight: Give women what they want Ads for products I want to buy Increase ad revenue Increase paid subscribers Content I want to read Increase page views Read my mind Insight for marketing and editorial teams 20
  • 21.  Largest Swiss News & Magazine Publisher  Goal – to become independent of intermediaries, gain deep insight into premium audience and increase ad revenues  Cxense Analytics and Cxense Advertising 56% increase in advertising yield 21
  • 22.  World’s largest newspaper by circulation.  Goal - deliver the right content to the right users.  Cxense Analytics & Cxense Content 150% increase in page views 22
  • 23. So, what do women want? 08.11.2013 23
  • 24. Women want you… 08.11.2013 24
  • 25. Women want you… to know what they want… 08.11.2013 25
  • 26. Women want you… to know what they want… without having to tell you. 08.11.2013 26