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Data modeling : Une obligation ?

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La scalabilité des prospects est la clé pour pouvoir optimiser une campagne avec audience targeting. Les algorithmes de « machine learning » permettent aujourd’hui d’extrapoler par modélisation des profiles semblables dit « look allike ». Dans quel contexte dois-je faire appel au data modeling ? Comment juger de la fiabilité d’un modèle ? Comment l’ajuster et juger de ses résultats ? Quel est le coût pour une campagne ? Voici quelques-unes des questions auxquelles nous allons répondre dans cette conférence, à travers de cas pratiques.

Published in: Data & Analytics
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Data modeling : Une obligation ?

  1. 1. 1 Erick Alphonse, Président, Cleverbiscuit Arnaud Caplier, Chief Data Officer, Weborama Benoît Oberlé, President, Sirdata Modérateur : André Taliercio, VP Monétisation et Partenariats stratégiques, Triton Digital DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  2. 2. 2 WEBORAMA DATA COMPANY DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  3. 3. 3 MODELISER, POUR QUOI FAIRE ? LE CODE A CRAQUER DE LA DONNEE WEB … … A LA CONVERSION DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014 +140% 3 x1 SANS CIBLAGE x2,4 AVEC CIBLAGE ? ESPACE NON STRUCTURE ESPACE INFINI ESPACE VIVANT ESPACE ALPHANUMERIQUE ESPACE METRIQUE PROXIMITES ET PROBABILITES SOURCE : Weborama
  4. 4. 4 DE LA DONNEE BRUTE A LA PERFORMANCE MEDIA DONNEES BRUTE Droit Administration TRAITEMENT DU LANGUAGE +140% x1 PROFIL INTERNAUTE DONNEES WEB DMP ALGORITHME UPLIFT DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014 4 SCORING & SEGMENTATION INTERNAUTES PERFORMANCE PROFILING INTERNAUTE - 3RD PARTY - CROISEMENT DONNEES - 1ST PARTY - Pièces automobiles Achat voiture Marques automobiles Moto et deux roues Maquillage Produits cosmétiques Soins esthétiques Produits de soins Parfum Habillement Accessoires Chaussure Lunetterie Tablette Ordinateur portable Programmation Périphérique et hardware Informatique Nature Faune Ecologie Météo Enseignement Histoire Baccalauréat Rentrée Famille Petite enfance Rencontre Animaux de compagnie Jeux et jouets Mariage - Pacs Gestion d'actifs financiers Crédit Bourse et Finance Assurance Cuisine Fruits et légumes Grande distribution Boissons non-alcoolisées Desserts Paris hippiques Jeux d'argent Consoles jeux Jeux vidéos Manga Art Sorties Cinéma Bon plan Médecin Santé et médecine Régime Pharmacie Energie Immobilier Décoration d'intérieur Gaz et électricité Ameublement Electroménager Bricolage Musique Astrologie TV Réseaux sociaux Actualité News &Politique Audio/vidéo Appareil photo Artisan Commerçant Entrepreneur Emploi Sports Football Activités .... Opérateurs télécom FAI et navigateurs Niveau d’activité web - Faible -Moyen - Fort SITES CRM MEDIA APPLIS CRITERES DE CIBLAGE DENDROGRAMME SEMANTIQUE SANS CIBLAGE x2,4 AVEC CIBLAGE MANAGED SERVICES (TRADING DESK) vs. SELF SERVICE (DMP) SOURCE : Weborama
  5. 5. 5 BONNE PRATIQUE ASSOCIER PERFORMANCE & VOLUME SOURCE : Mc Kinsey & Weborama « leveraging big data to optimize digital marketing », 2013 DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014 14 SEGMENTS 25 % DES INTERNAUTES CONV. MOYENNE x 2,4
  6. 6. 6 Auto CSP Voyage PROCESSING +350 segments Données brutes 1st & 3rd DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014 Data segmentée EXTRAPOLATION DES AUDIENCES/CIBLES Profil type sociodémographique Profil type comportemental
  7. 7. 7 DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014 APPETENCE TRES FORTE APPETENCE FORTE APPETENCE MOYENNE PROFIL SOCIO-DEMOGRAPHIQUE (LOOKALIKE) PROFIL COMPORTEMENTAL (ACTALIKE) APPETENCE => PROBABILITE DE CONVERSION
  8. 8. 8 POURQUOI FAIRE ? CIBLER DES AUDIENCES RECEPTIVES EXCLURE DES AUDIENCES RETICENTES AUGMENTER SON REACH CONVERTIR DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014 PLUS
  9. 9. 9 MODELISATION DEUX APPROCHES Descriptive / BI DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014 Prédictive / Analyse Prédictive Cas d’utilisation - Découverte - Explication - Stratégie marketing - Extension d’audience - Optimisation - Automatisation Outils - Datamart - DMP - look-alike - scoring Stabilité + - Boite noire - +
  10. 10. 10 MODELISATION MOTEUR DE PREDICTION D’IMPACT Impact de la campagne Achète N’achète pas Achète toujours N’achète plus Segment Réceptifs Indifférents Captifs Ne-pas-déranger Observation des non-exposés N’achète pas DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014 Valeur Très élevée (conversion) Négative à faible (coût, image, churn) Négative à faible (coût, image, churn) Très négative (perte nette, churn) Achète Test A|B Modélisation Une modélisation depend toujours : du message, du plan media, de l’objectif
  11. 11. 11 MODELISATION DE L’INCREMENT MICRO-SEGMENTATION Femme Homme CSP- CSP+ Réceptifs DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  12. 12. 12 MODELISATION DE L’INCREMENT BENEFICES • Optimisation de métriques métiers • Modèle d’attribution scientifique • Préservation de l’image de marque DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  13. 13. 13 MODELISATION CYCLE DE L’ANALYSE PREDICTIVE SOURCE : CRISP-DM : http://en.wikipedia.org/wiki/Cross_Industry_Standard_Process_for_Data_Mining DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  14. 14. 14 Merci ! Erick Alphonse, Président, Cleverbiscuit alphonse@cleverbiscuit.io Arnaud Caplier, Chief Data Officer, Weborama acaplier@weborama.com Benoît Oberlé, President, Sirdata bob@sirdata.fr DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014

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