Corporate information             The Crazy4Media Group is made up of various companies             specialised in differe...
An introduction to behavioural marketingon PCs and mobile devicesWhat is behavioural marketing?Behavioural marketing activ...
An introduction to behavioural marketingon PCs and mobile devices      User navigation data is              The data is st...
An introduction to behavioural marketingon PCsWhere do we collect the data for the behavioural marketing campaigns?1)  Sea...
An introduction to behavioural marketingon PCsCommon variables used in behavioural marketing campaigns•  Geographic locali...
An introduction to behavioural marketingon mobile devicesMost common technologies used:   1-. Fingerprinting        Finger...
An introduction to behavioural marketingon mobile devicesMost common technologies used:   2-. Web Based Cookies        The...
An introduction to behavioural marketingon mobile devicesMost common technologies used:   3-. Logins from multiple devices...
An introduction to behavioural marketingon mobile devicesCurrent problems1)  The default rejection of cookies in many devi...
An introduction to behavioural marketingon PCs and mobile devices Use it, it works!            2.00%            1.80%     ...
Thank you for your attention!                      Tom Horsey        Senior Partner, The Crazy4Media GroupSpain, UK, Malta...
An introduction to behavioural marketing on p cs and mobile devices (igb españa, 11th october 2012)
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An introduction to behavioural marketing on p cs and mobile devices (igb españa, 11th october 2012)

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The presentation from a talk I gave on the behavioural targeting possiblities on mobile and PC during IGB España in Barcelona on 12th October 2012.

http://www.crazy4media.com

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An introduction to behavioural marketing on p cs and mobile devices (igb españa, 11th october 2012)

  1. 1. Corporate information The Crazy4Media Group is made up of various companies specialised in different areas of the interactive marketing sector. Each company runs complementary functions and knowledge, thereby allowing us to offer innovative, ambitious, and above all effective global interactive marketing campaigns. Currently we are a team of 50+ staff, with invoicing of over 20M€ in 2011. Our client portfolio includes companies such as: •  Vodafone •  Yahoo! •  LAN Airlines •  Sevilla FC
  2. 2. An introduction to behavioural marketingon PCs and mobile devicesWhat is behavioural marketing?Behavioural marketing activities are the marketing actions carried out intargeting users based on their previous activity whilst surfing online (i.e. basedon their online behaviours).Two types: Advertising & on-siteThe importance of behavioural marketingEvery day there are more users surfing online more often, decreasing theeffectiveness of user differentiation and optimisation techniques based on suchthings as frequency caps and marketing channels, and making it ever more itvery important to target campaigns only to those users most likely to convert. •  Minimisation of promotional costs and the maximisation of results •  Reinforcement of the conversion intentions of possible new customers •  CRM and reactivation possibilities for existing customers
  3. 3. An introduction to behavioural marketingon PCs and mobile devices User navigation data is The data is stored and collected selected for a campaign Users not within the selected BBDD are “rejected” Users within the selected Results are analysed across BBDD are shown the ad the different channels used
  4. 4. An introduction to behavioural marketingon PCsWhere do we collect the data for the behavioural marketing campaigns?1)  Search engine marketing campaigns and natural search visits2)  From the type and themes of pages previously visited by the user.3)  Banners which the user has previously interacted with4)  Previous visits to the advertisers home or landing pages5)  Registered user data6)  Social network data mining
  5. 5. An introduction to behavioural marketingon PCsCommon variables used in behavioural marketing campaigns•  Geographic localisation (where does the user live/tend to connect from).•  Referer URLs that a user has come from before hitting our site.•  Historic campaigns that a user has interacted with.•  Frequency of use by a customer (are they new/current/old, when did theylast visit?)•  Keywords used to reach our site•  Others: Age, sex…
  6. 6. An introduction to behavioural marketingon mobile devicesMost common technologies used: 1-. Fingerprinting Fingerprinting takes several factors such as IP, device make/model, time of day patterns, etc. to form an assumed profile of a unique user. Unfortunately, there are many scenarios in which that method is flawed. E.g. if three people use the same bar at the same time and while they’re there they all use the free WIFI to access the mobile web, all three using an iPhone 4GS. Using Fingerprinting, all three users would look the same. Main Issue: Too Subjective
  7. 7. An introduction to behavioural marketingon mobile devicesMost common technologies used: 2-. Web Based Cookies There is a common misconception that third party cookies do not work in mobile. The only real issue with cookies are with device settings (primarily iOS) and not the functionality. While cookies are a viable solution, it is important to note that setting- compatible devices represent only a proportion of devices in the market today. Main Issue: Limited Scale
  8. 8. An introduction to behavioural marketingon mobile devicesMost common technologies used: 3-. Logins from multiple devices Some sites have users that are logged in while browsing. If a user logs in from multiple devices, then is can allow for retargeting across multiple devices. Main Issue: Limited Scale 4-. Device IDs All mobile devices have unique identifiers (UDID for iOS, IMEI/AndroidID for Android, etc.), although as these IDs are attached to personally identifiable information (PII) this can present privacy concerns. Main Issue: Privacy Concerns
  9. 9. An introduction to behavioural marketingon mobile devicesCurrent problems1)  The default rejection of cookies in many devices (iOS)2)  The split between native apps on the one hand, and mobile web on the other.3)  The lack of a critical mass of behaviourally targeted users within advertising networks and providers.4)  The enormously wide range of devices, operating systems, and even types of internet connection (operator gateways, internet gateways).5)  Rejection by users to being targeted via their mobile devices.6)  Legal and regulatory issues.
  10. 10. An introduction to behavioural marketingon PCs and mobile devices Use it, it works! 2.00% 1.80% 1.60% 1.40% 1.20% 3096593 Run of network. 1.00% Retargeting 4276407 Run of channel 0.80% 0.60% 0.40% 0.20% 0.00% Click rate (%) Conversion Rate (%) Source: Bingo client running on Creafi Online Media, 2012
  11. 11. Thank you for your attention! Tom Horsey Senior Partner, The Crazy4Media GroupSpain, UK, Malta, Slovakia, Brasil, Argentina, South Africa Email: tomhorsey@crazy4media.com http://www.linkedin.com/in/tomhorsey @tomhorsey
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