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 Data-Driven Creativity in Marketing and Advertising Bruno Coletta Head of Marketing & CRM PAYBACKItaly, an AmericanExpress Company
- 3. Business + Creativity = Advertising
- 4. Business + Creativity = Advertising
- 5. Business + Creativity = Advertising
- 6. Business + Creativity = Advertising
- 8. 1960’s Top Down 2018 Interactive Average Consumer ExtremePersonalization Expensive Cheap Few Channels 100’s channels Intuition Data
- 9. 1960’s Top Down 2018 Interactive Average Consumer ExtremePersonalization Expensive Cheap Few Channels 100’s channels Intuition Data Mad Men Math Men
- 12. From A/B testing Email Marketing
- 13. 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
- 14. 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 ….
- 15. 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+ + + + • ………….
- 16. Subject Line Variants Explored 512 VARIANTS TESTED
- 17. How do they compare? RESULTS Open Rate Lift +17% Click Rate Lift +23% CONTROL BEST
- 18. Main Message Multi-Variate testing Emotional CTADescriptive Formatting 4.096 CREATIVE VARIANTS EXPLORED Descriptive
- 21. Real Time Bidding Banner Advertising process ? ? ? PAGE LOADS ADVERTISERS BID HIGHESTBID WINS AD IS DELIVERED AUCTION STARTS AD 1 2 3 4 5
- 22. 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
- 23. Targeting Capabilities INTERESTS AUDIENCES PROFILE AUDIENCES TARGETING TACTICS
- 24. 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)
- 25. 25 oCreativity drives Business oData enables Creativity oPeople respond to personalized Data-Driven communication