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Data Driven creativity in Marketing and Advertising. Bruno Coletta, Payback Italy (an Amercan Express Company

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Data Driven Creativity. May 19th 2018. Data Driven Innovation 2018. Engineering Department, University of Roma Tre

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Data Driven creativity in Marketing and Advertising. Bruno Coletta, Payback Italy (an Amercan Express Company

  1. 1. 1 Data-Driven Creativity in Marketing and Advertising Bruno Coletta Head of Marketing & CRM PAYBACKItaly, an AmericanExpress Company
  2. 2. Business vs Creativity
  3. 3. Business + Creativity = Advertising
  4. 4. Business + Creativity = Advertising
  5. 5. Business + Creativity = Advertising
  6. 6. Business + Creativity = Advertising
  7. 7. 1960’s Top Down 2018 Interactive Average Consumer ExtremePersonalization Expensive Cheap Few Channels 100’s channels Intuition Data
  8. 8. 1960’s Top Down 2018 Interactive Average Consumer ExtremePersonalization Expensive Cheap Few Channels 100’s channels Intuition Data Mad Men Math Men
  9. 9. Media Planning Media Buying Delivery Data Analysis Creative Concept
  10. 10. Media Planning Media Buying Delivery Data Analysis Creative Concept
  11. 11. From A/B testing Email Marketing
  12. 12. From A/B testing To A..Z testing Email Marketing 1. Automate subject lines creation & layout 2. Test on subset of customers 3. Select winners 4. Deploy at scale
  13. 13. Subject Line Automation: «key ingredients» EMOTIONAL DESCRIPTIVE CALL TO ACTION FORMATTING POSITIONING+ + + + Don’t miss out Exclusivelyforyou Congratulations Thank you You’ve been selected ,,, 50€ on your first purchase 10.000 points Free for 1 year Insurance included … Buy Now Try today Discover More Learn how Clickhere … CAPS !Exclamation! Bold Italics Underline … Emot– CTA – Desc Desc – Emot – CTA Emotonly Name placement ….
  14. 14. Subject Line Automation: «key ingredients» • ➤ Avviso speciale - Bruno, ti premiamo con 50€ in BUONI SCONTO, punti doppi e quota gratuita. Non perdere l’occasione. • Hai (1) nuovo messaggio ✉ 10.000 punti BONUS + punti ad ogni acquisto + quota 0€. Bruno, ti premiamo con un'offerta pensata per te! • 🎁 Contiene un regalo: vorremmo offrirti 50€ di spesa e tanti vantaggi! Bruno, è la tua occasione EMOTIONAL DESCRIPTIVE CALL TO ACTION FORMATTING POSITIONING+ + + + • ………….
  15. 15. Subject Line Variants Explored 512 VARIANTS TESTED
  16. 16. How do they compare? RESULTS Open Rate Lift +17% Click Rate Lift +23% CONTROL BEST
  17. 17. Main Message Multi-Variate testing Emotional CTADescriptive Formatting 4.096 CREATIVE VARIANTS EXPLORED Descriptive
  18. 18. 19 Emotional Report Emotional Index
  19. 19. Display Advertising ? ? ?
  20. 20. Real Time Bidding Banner Advertising process ? ? ? PAGE LOADS ADVERTISERS BID HIGHESTBID WINS AD IS DELIVERED AUCTION STARTS AD 1 2 3 4 5
  21. 21. Real Time Bidding Banner Advertising process ? ? ? 200 Milliseconds! PAGE LOADS ADVERTISERS BID HIGHESTBID WINS AD IS DELIVERED AUCTION STARTS AD 1 2 3 4 5
  22. 22. Targeting Capabilities INTERESTS AUDIENCES PROFILE AUDIENCES TARGETING TACTICS
  23. 23. 24 Dynamic Creative Optimization o Create static fully formed Ads o One Creative Ad servedto eachtarget o Multiple Images, Titles, Descriptions o Combinations are dynamically generated and matched withtargets TRADITIONAL WAY DYNAMIC CREATIVE OPTIMIZATION (DCO)
  24. 24. 25 oCreativity drives Business oData enables Creativity oPeople respond to personalized Data-Driven communication

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