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Types de data par channel : comment les exploiter ?

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Smartphone, tablette, ordinateur, TV…. Le consommateur passe perpétuellement d’un écran à un autre. Ces nouveaux usages présentent des intérêts considérables pour les entreprises. Les écrans constituent de nouveaux points de contacts avec les consommateurs et renforcent la visibilité des entreprises auprès de ces derniers. Chaque channel génèrent ses propres données et a ses propres caractéristiques. Dans cette session vous découvrirez le type de données générées par les principaux channels et comment les interpréter dans les modèles d’attribution.

Published in: Data & Analytics
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Types de data par channel : comment les exploiter ?

  1. 1. 1 Types de data par channel : Comment les exploiter ? DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  2. 2. 2 Anne de Kerckhove, Directrice générale EMEA, Videology Jérôme Stioui, CEO, Accengage Yohann Dupasquier, CEO & CoFounder, Tradelab Modérateur : André Taliercio, VP Monétisation et Partenariats stratégiques, Triton Digital DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  3. 3. 3 Accélérateur d’Engagement Mobile. Mondialement. Mois de R&D Experts du Mobile Clients Grands Comptes Pays Millions d’Apps Installées Millions de Notifications / Mois $10M invested by & DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  4. 4. 4 UNE TECHNOLOGIE MOBILE À LA POINTE 1 technologie pour les Apps Mobile en mode SaaS. 1 SDK. 1 interface. DISPLAY CRM MOBILE CRM TRACKING ANALYTICS ENGAGEMENT RÉTENTION CONVERSION DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014 TRACKING ANALYSE DES KPIs OPTIMISATION DU ROI
  5. 5. 5 QU’EST-CE QU’UN PUSH NOTIFICATION ? Les Push Notifications sont essentiels dans une Stratégie CRM. Nombreux avantages. >50% Taux d’Acceptation Opt-In (simplicité : rien à saisir) 7% Taux de Réaction Moyen (jusqu’à 40%) DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014 X2 Impact sur l’Usage
  6. 6. 6 UNE EFFICACITÉ PROUVÉE Booster l’Engagement & la Conversion. Développer l’usage, augmenter les ventes in-app, promouvoir des événements flashs, améliorer la satisfaction client grâce aux messages serviciels... Fréquence d’ouverture de l’App DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  7. 7. 7 ENJEU DE LA CONVERSION MOBILE Smartphones vs. Tablettes vs. Desktop. Site Web PriceMinister DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014 PROBLÈME #2 Les taux de conversion mobile sont ~3X inférieurs à ceux des supports traditionnels ! Une taille d’écran restreinte limite la quantité de contenu pouvant être mis en avant ! Application PROBLÈME #1
  8. 8. 8 ENJEU DE LA CONVERSION MOBILE SOLUTION MESSAGES IN-APP CIBLÉS Smartphones vs. Tablettes vs. Desktop. DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  9. 9. 9 DATAS CANAL DE Segmentation Personnalisation Automatisation Gestion de la Pression DONNÉES MOBILE Données Standards du SDK Données Déclarées Données Comportementales DONNÉES EXTERNES DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014 CONTACT OWNED Push Notifications Messages In-App Messages Inbox PAID CRM Display Language Last open date # of visits Install date App version CRM, Analytics, DMP…
  10. 10. 10 SEGMENTATION & CIBLAGE Envoyez des messages pertinents aux intéressés. Les push notifications étant particulièrement puissants, il est capital d’envoyer des messages ciblés, afin d’envoyer des messages pertinents aux bons utilisateurs. 1 Collecte des Données 2 Création de Segments Combinez les critères de ciblage en utilisant les opérateurs “et” / “ou”. Calcul en temps réel du volume d’utilisateurs dans le segment. DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  11. 11. 11 CRM MOBILE AUTOMATISÉ Mettez en place des campagnes de Trigger Marketing. Diffusion automatisée de pushs et messages in-App pour accueillir les utilisateurs, réduire le churn, faire de l’upsell / cross-sell pour booster les achats, etc. Données SDK Comportement Un mobinaute ajoute un produit au panier sans l’acheter… Faites-le revenir dans son panier ! DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  12. 12. 12 CRM MOBILE AUTOMATISÉ Mettez en place des campagnes de Trigger Marketing. Diffusion automatisée de pushs et messages in-App pour accueillir les utilisateurs, réduire le churn, faire de l’upsell / cross-sell pour booster les achats, etc. Données SDK Comportement Localisation Via Geofencing ou iBeacon DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  13. 13. 13 CRM MOBILE AUTOMATISÉ Mettez en place des campagnes de Trigger Marketing. Diffusion automatisée de pushs et messages in-App pour accueillir les utilisateurs, réduire le churn, faire de l’upsell / cross-sell pour booster les achats, etc. Données SDK Comportement Localisation La journée, dans le Parc Le soir, en quittant le Parc DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  14. 14. 14 DISPLAY CRM Boostez l’engagement & la conversion de vos utilisateurs opt-out. Campagnes de retargeting display sans cookies gérées par Accengage sur des applications tierces via les Ad Exchanges Mobile. 1 Un mobinaute ajoute un produit au panier sans l’acheter... 2 Faites-le revenir dans son panier ! DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  15. 15. 15 DISPLAY CRM GÉOLOCALISÉ EN TEMPS RÉEL Utilisez le mobile pour générer du trafic en point de vente. Ciblez vos porteurs d’Apps (= vos meilleurs clients) lorsqu’ils passent à moins de X mètres d’un point de vente le jour J. DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  16. 16. 16 DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  17. 17. 17 Key Terms CTR - Click Through Rate - % of impressions that received a click VCR - Average percentage of creative viewed for video impressions VTR - % of impressions where the used watched 100% of the video GRP - Gross Rating Point – Impressions delivered divided by universe X 100 TRP - Target Rating Point – In target impressions delivered divided by target universe X 100 OCR - Online Campaign Ratings – Nielsen’s audience validation product to measure audience composition XCR - Cross Campaign Ratings – Nielsen’s incremental reach measurement tool for TV & digital VCE - Validated Campaign Essentials – comScore’s audience validation tool DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  18. 18. 18 DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  19. 19. 19 DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  20. 20. 20 DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
  21. 21. 21 Merci ! Anne de Kerckhove, Directrice générale EMEA, Videology akerckhove@videologygroup.com Jérôme Stioui, CEO, Accengage jstioui@ad4screen.com Yohann Dupasquier, CEO & CoFounder, Tradelab yd@tradelab.fr DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014

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