DRIVE-TO-STORE+RTB+CRM...THE INTEGRATION AT HAND... - Ecommerce Summit

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Alain Fortune
TapValue

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DRIVE-TO-STORE+RTB+CRM...THE INTEGRATION AT HAND... - Ecommerce Summit

  1. 1. The Era of OmniChannel Alain Fortune – COO, Tapvalue
  2. 2.      Founded Nov, 2012 Founders are pioneers of Affiliation in France/Europe 18 persons (as of Feb, 2014) HeadQuarters at Aix-en-Provence (F) Sales Offices in Paris (01/2013), London (11/2013), Berlin or Munich (03/2014)  Activity: digital advertisement  Customers: eCommerce, Retail, Personal Finance, Real Estate…
  3. 3. [Source:SiteBeam]
  4. 4. ! Cookie
  5. 5. ? Cookie
  6. 6. O Cookie
  7. 7. And Tomorrow…
  8. 8. Cookie is not dead… but gives way to Next Generation Tracking
  9. 9. Hyper-connectivity…
  10. 10. Silos…
  11. 11. Consistent Customer Profile Management is KEY
  12. 12. [Source: KeepItUsable]
  13. 13. [Source: KeepItUsable]
  14. 14. [Source: KeepItUsable]
  15. 15. Cross-device Bridging enhances Customer intimacy
  16. 16. Let’s have a Dream…
  17. 17. Works in area, Lunchs at mall Serial shopper, Lives nearby Click on ad yesterday
  18. 18. Chinese tourists 2 visits on the web site today Regularly in Paris for work
  19. 19. Understanding Customer’s Livespace Office Home Leisure Mall
  20. 20. Our Belief: +CRM RTB =€ +Geo
  21. 21. Tapvalue Core Technology Core Level 1 • Fingerprinting • Extensible events collection (web, mobile site, in-app) • Online-Offline events
  22. 22. Tapvalue Core Technology Core Level 2 • Multiples identities • Encrypted CRM Matching • External Segments (DMPs, CRM) • Support for Tapvalue segments • Complex targeting rules for bidding
  23. 23. Tapvalue Core Technology Core Level 3 • • • • Devices Bridging Cross-Device Bidding Support for complex scenarii Ready for new devices (IPTV…)
  24. 24. Tapvalue Core Technology Core Level 4 • • • • Geo data collection Proximity Engine (spot, regular, typed) GeoSegments Offline to Online retargeting
  25. 25. Tapvalue Enablers • Cross-screen DSP • Dynamic banner engine for products, places… whatever • SDK for AppTracking, AppEvents, DeepLinking
  26. 26. Business Case #1 « THE MALL »  Major Mall in Paris Suburb  Yearly Christmas operation with « win-a-car » animation Goal is: Promote Xmas animation and drive visitors to mall Get Loyalty Program Subscribers  Budget: 10k€  CPM campaign on Smartphones, Tablets  Target devices surrounding towns (geo-fencing)
  27. 27. RATHER SIMPLE !
  28. 28. BUT…
  29. 29. Our Approach  Combine ScreenGraph© and PlaceGraph©  Target only profiles LIVING or WORKING in the area  Push Ads even if bid opportunities are outside the area  Avoid spendings on Tourists and Passers-by
  30. 30. 8.5k€ { • 13M impressions • 31,000+ Ad clicks Win-a-car contest +100% participants (25,00050,000) Loyalty Program +40% subscriptions ( 2150  3000, comparable months)
  31. 31. Business Case #2 « CREATE THE LINK! »  Large Retail network in France, leader in its category approx. 250 locations, 1500/3000 sqm each  Strong loyalty program half the in-store purchases are linked to a cardholder Goal is:  Push digital ads after in-store purchases  Push in-store offers after digital visits or purchases  And possibly, push appropriate offers after in-store visits
  32. 32. Our Approach  Link Retail CRM base with ProfileMatch© base  Collect and aggregate digital (even if fragmented across multiples devices) and physical events  Connect Cross-device bidder to legacy « CRM Campaign Management »  Use « RTB as a Channel » to extend actual campaigns media (mail, sms…) onto cross-device « push-ads »
  33. 33. Project is just starting… Follow us on: www.tapvalue.com @Tapvalue
  34. 34. alain@tapvalue.net

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