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Real-time content optimisation: The right offer, at the right time, to the right visitor<br />
(most)<br />websites are stupid<br />
me<br />
Why this is important<br />Next seemed like a good option<br />
Why this is important<br />The sales assistant was very helpful<br />
+<br />=<br />
Same thing, different place...<br />
Smart<br />Dumb<br />
How to make websites smarter<br />
Data<br />+<br />‘Predictive system’<br />=<br />Targeted Content<br />(Increase revenue)<br />
What data?<br />
Type of Data<br />The Individual	Their Environment	Your Content<br />
The Individual<br />Operating System<br />Referrer<br />Search Terms<br />New/Repeat Visitor<br />Previous behaviour<br />...
Their Environment <br />Location<br />Day of week<br />Time of day<br />Local weather<br />Closing price of FTSE<br />
Your Content<br />Category (Poker/Casino/Sports/Bingo..)<br />Meta data (High roller, serious, fun..)<br />
Data provides knowledge and has predictivepower<br />
Case Study: Call to action<br />
Optimisation Overview – Free Bet<br />?<br />
Four Options<br />
Results<br />High!<br />
Results by Option<br />
But not everyone conforms..<br />Visitors who searching using terms ‘BETTING’ and ‘EXCHANGE’ are more likely (CTR 37.5%) t...
Example 2: Display Order<br />Example 2: Display order<br />
Works best for visitors from the UK at 3pm<br />
Works best for visitors that have previously played ‘Deal or No Deal’ during the day<br />
Summary<br />
Three lessons<br />Treating all visitors in the same way does not make sense<br />2. The generally best option is the one ...
Most websites are stupid<br />[yours doesn’t have to be]<br />Glen Conybeare – glen@cognitivematch.com<br />
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Super Show - Real Time Content Optimisation

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Online gaming operators spend considerable resources driving traffic to their websites. However once those visitors arrive at the site the experience they receive is generally one dimensional. Cognitive Match has created software that utilises the latest advances in artificial intelligence and computational learning to match visitors with content in real-time. The solution turns a one dimensional site into one that continually adapts to changes in visitor and market behaviour. The result of providing more engaging content and offers is a significant increase in conversion and cross-sell. This interactive session will explain how the system works, the predictive power of variables such as time of day, referrer and even the weather as well as how it can be installed and operational within two days.

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Transcript of "Super Show - Real Time Content Optimisation"

  1. 1. Real-time content optimisation: The right offer, at the right time, to the right visitor<br />
  2. 2. (most)<br />websites are stupid<br />
  3. 3. me<br />
  4. 4. Why this is important<br />Next seemed like a good option<br />
  5. 5. Why this is important<br />The sales assistant was very helpful<br />
  6. 6. +<br />=<br />
  7. 7. Same thing, different place...<br />
  8. 8.
  9. 9.
  10. 10.
  11. 11.
  12. 12.
  13. 13. Smart<br />Dumb<br />
  14. 14. How to make websites smarter<br />
  15. 15. Data<br />+<br />‘Predictive system’<br />=<br />Targeted Content<br />(Increase revenue)<br />
  16. 16. What data?<br />
  17. 17. Type of Data<br />The Individual Their Environment Your Content<br />
  18. 18. The Individual<br />Operating System<br />Referrer<br />Search Terms<br />New/Repeat Visitor<br />Previous behaviour<br />Behaviour today<br />
  19. 19. Their Environment <br />Location<br />Day of week<br />Time of day<br />Local weather<br />Closing price of FTSE<br />
  20. 20. Your Content<br />Category (Poker/Casino/Sports/Bingo..)<br />Meta data (High roller, serious, fun..)<br />
  21. 21. Data provides knowledge and has predictivepower<br />
  22. 22. Case Study: Call to action<br />
  23. 23. Optimisation Overview – Free Bet<br />?<br />
  24. 24. Four Options<br />
  25. 25. Results<br />High!<br />
  26. 26. Results by Option<br />
  27. 27. But not everyone conforms..<br />Visitors who searching using terms ‘BETTING’ and ‘EXCHANGE’ are more likely (CTR 37.5%) than the average (CTR 10.3%) to click on ‘Screenshots’ option. <br />Lesson: The generally best option doesn’t suit everyone<br />
  28. 28. Example 2: Display Order<br />Example 2: Display order<br />
  29. 29.
  30. 30.
  31. 31. Works best for visitors from the UK at 3pm<br />
  32. 32. Works best for visitors that have previously played ‘Deal or No Deal’ during the day<br />
  33. 33. Summary<br />
  34. 34. Three lessons<br />Treating all visitors in the same way does not make sense<br />2. The generally best option is the one some people hate<br />3. Real-time optimisation helps serve the right content, at the right time to the right visitor<br />
  35. 35. Most websites are stupid<br />[yours doesn’t have to be]<br />Glen Conybeare – glen@cognitivematch.com<br />
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