Pzyche pub con 2011

921 views

Published on

Jason Duke of StrangeLogic

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
921
On SlideShare
0
From Embeds
0
Number of Embeds
16
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Pzyche pub con 2011

  1. 1. Deck 1: Why Stereotypes are your Friend & Also Your Enemy @JasonD Note to self: 3 Decks incorporated below – Choose the one that seems “right” for the session on the day! Deck 2: Affiliate Nirvana - from Start to Bank! Deck 3: Inside Pzyche
  2. 2. Why Stereotypes are your Friend & Also Your Enemy ....and How Understanding the difference will put more $$$ in your pocket! @JasonD
  3. 3. Are there European Stereotypes? @JasonD
  4. 4. Yes there are.... @JasonD
  5. 5. French? What about the French? @JasonD
  6. 6. Monsieur ? @JasonD
  7. 7. Madame ? @JasonD
  8. 8. The Brits? @JasonD
  9. 9. Londoners? @JasonD
  10. 10. British Northerners? @JasonD
  11. 11. The 1%? @JasonD
  12. 12. Are there American Stereotypes? @JasonD
  13. 13. Hell Yeh! @JasonD
  14. 14. Texan? Texas? @JasonD
  15. 15. Average Texan? @JasonD
  16. 16. Average Texan? @JasonD
  17. 17. Average Texan? @JasonD
  18. 18. @JasonD
  19. 19. Are all Californians computer geeks? @JasonD
  20. 20. Or in a gang? @JasonD
  21. 21. Women... @JasonD
  22. 22. This feels stereotypical ... @JasonD
  23. 23. Is this any better ? @JasonD
  24. 24. Or is this closer to the truth ? @JasonD
  25. 25. Men @JasonD
  26. 26. A “real” man? @JasonD
  27. 27. A “real” man? @JasonD
  28. 28. ....the truth is much simpler, sometimes stereotypes are relevant for an individual and sometimes they are not... Stereotypes have a lot of fact in them. For example.... @JasonD
  29. 29. This is a “real” man  @JasonD
  30. 30. But many stero types have factual basis Who is English.... @JasonD
  31. 31. ..and LOVES a cup of tea! @JasonD
  32. 32. But when are stereotypes right or wrong? @JasonD
  33. 33. The Big 5 Also Known As The Five Factor Model @JasonD
  34. 34. @JasonD
  35. 35. Every one of us has differing levels in each of the 5 traits. It is the combination across all 5 that makes us who we are. @JasonD
  36. 36. Peter Rentfrow is a Lecturer in Social and Developmental Psychology at the University of Cambridge. Sam Gosling is the Professor of Psychology at the University of Texas, in Austin. Sam Gosling Peter Rentfrow THESE GUYS ROCK! @JasonD
  37. 37. WSJ Interactive Chart based on Rentfrow & Gosling’s work http://s.wsj.net/public/resources/documents/info-PERSONALITY08.swf @JasonD
  38. 38. Extroverted - North Dakota @JasonD
  39. 39. Agreeable - North Dakota @JasonD
  40. 40. Conscientious – New Mexico @JasonD
  41. 41. Neurotic – West Virgina @JasonD
  42. 42. Open – New York @JasonD
  43. 43. Show me the damn money! @JasonD
  44. 44. Understand React Earn @JasonD
  45. 45. Understanding your visitor MORE as a person and LESS as a random IP address.... @JasonD
  46. 46. ..then treating them as the unique person they are delivers big bucks and happy visitors... @JasonD
  47. 47. Affiliate Business 30%+ Conversion from Unique Visitor to Action Niche Retail Space @JasonD
  48. 48. Affiliate Business 30%+ Conversion from Unique Visitor to Action Niche Retail Space @JasonD
  49. 49. Oh Shit....... It’s so damn high already. How do we increase that? @JasonD
  50. 50. Take the visitors’ Pain Away Offsite Intelligence giving Onsite Optimization @JasonD
  51. 51. Take the visitors’ Pain Away Opportunity Cost... @JasonD
  52. 52. Note to self – Pray the wifi works properly cos you need to login Pzyche and show everyone how to use it Demo Account: http://reports.pzyche.com Username:generaldemo Password: demo
  53. 53. In case the wifi is crap crap here are some slides to try and help you bluff & bluster your way through till the end 
  54. 54. Customer Retention
  55. 56. Customer Retention
  56. 58. Where do they shop?
  57. 59. Affiliate Nirvana Deck 2
  58. 60. Affiliate Nirvana Media Buying 101 – 901 In 30 Minutes
  59. 61. <ul><li>Invest For Success </li></ul><ul><li>Make sure you have a bankroll </li></ul>@JasonD
  60. 62. <ul><li> Landing Pages should start a relationship </li></ul><ul><li>Masculine </li></ul><ul><li>Feminine </li></ul><ul><li>Poker </li></ul><ul><li>Casino </li></ul><ul><li>Bingo </li></ul><ul><li>Sports </li></ul><ul><li>CFD </li></ul><ul><li>Forex </li></ul>Masculine Poker? @JasonD
  61. 63. <ul><li>Emails are a Courtship </li></ul>@JasonD
  62. 64. <ul><li>Landing Pages to Wed </li></ul>@JasonD
  63. 65. <ul><li>Buy The Traffic </li></ul>@JasonD
  64. 66. <ul><li>But Buy Smart. </li></ul>@JasonD
  65. 67. <ul><li>But Buy Smart. </li></ul>But Buy Smart. Then.... @JasonD
  66. 68. <ul><li>Where there ’ s Muck there ’ s Brass </li></ul>@JasonD
  67. 69. <ul><li>The Secret Sauce!! </li></ul>@JasonD
  68. 70. <ul><li>Clean the Sh*t…. </li></ul>@JasonD
  69. 71. <ul><li>Sell the Sh*t…. </li></ul>@JasonD
  70. 72. <ul><li>Lather, Rinse and Repeat </li></ul>@JasonD
  71. 73. <ul><li>WhatRunsWhere.com </li></ul>Advert Research.. @JasonD
  72. 74. <ul><li>Pzyche.com </li></ul><ul><li>Give me your card for Freebies.... </li></ul><ul><li>[email_address] </li></ul>Shit Sifting.. @JasonD
  73. 75. INSIDE PZYCHE Deck 3
  74. 76. Let Me Show You Inside Pzyche Two Visitors come to your Site. You detect their IP addresses and GEO locate them. They are both from: Small Town, Mid West State, USA. 1 2
  75. 77. Current Best of Breed Analysis 1 Let ’ s look at Visitor #1 using the best data analysis available. We know where the visitor is from so let ’ s analyse the visitor using Experian ’ s ‘Mosaic USA’ profiling product. This visitor falls under: “ Small Town Endeavors Group ” Median Income: $28,000 Education Level: High School Sex: 60% Male Median Age: 32 Married: 40% likelihood Drives: Dodge, GMC or Ford
  76. 78. Current Best of Breed Analysis 1 <ul><li>Let ’ s go further by using some existing technology you may well be using: </li></ul><ul><li>This visitor has previously seen your Bingo $200 sign up bonus campaign </li></ul><ul><li>This visitor has previously visited you by clicking an affiliate link on a Sports Betting Odds Comparison site. </li></ul>
  77. 79. Current Best of Breed Analysis 1 <ul><li>We now know that the visitor: </li></ul><ul><li>Is likely to be American </li></ul><ul><li>Is likely to be interested in Sports Betting </li></ul><ul><li>Is likely to be aware of our Bingo offer </li></ul><ul><li>Is likely to be male </li></ul><ul><li>Is likely to be traditional working class </li></ul><ul><li>If we accept US players for our Poker product this looks like an ideal prospect for a long term consumer. </li></ul><ul><li>If we don ’ t accept American players the above still stands but we can ’ t take advantage! </li></ul>
  78. 80. Geek Alert! Before we start analysing Visitor #2 please accept our apologies in advance as it is very geeky - although we specifically chose just one small test within the Pzyche system that was “ relatively ” simple to explain! 2
  79. 81. The Pzyche Way 2 Let ’ s look at Visitor #2 but instead of the current “ best of breed ” marketing tools that we used with Visitor #1, let ’ s start with just one little test from Pzyche hoping to answer the question… Is this Visitor a Business Traveller?
  80. 82. But Why? <ul><li>The Business Traveller </li></ul><ul><li>Mean Annual Income: $433,300 </li></ul><ul><li>Mean Net Worth : $2.85M </li></ul><ul><li>75% purchased luggage in the past year </li></ul><ul><li>44% spent over $300 on luggage </li></ul><ul><li>44% own two or more cars </li></ul><ul><li>55.7% own a BMW, Lexus and/or Mercedes </li></ul><ul><li>58.2% aged between 25 – 54 </li></ul><ul><li>91% likely to visit “ Online Trading Sites ” </li></ul><ul><li>83% likely to visit “ Online Gambling ” sites </li></ul><ul><li>78% likely to be a Poker “ Play Money Player ” </li></ul><ul><li>73% likely to be a Poker “ Real Money Player ” </li></ul><ul><li>68.6% likely to be a “ Poker VIP ” </li></ul>
  81. 83. The Pzyche Way 2 <ul><li>We start by looking at standard data that the web browser tells us and see that the visitor has their browser language set to en-gb (English, Great Britain) not en-us (English, United States) - despite the visitor being within the USA. </li></ul><ul><li>This infers either: </li></ul><ul><li>A badly configured PC </li></ul><ul><li>A British Ex Pat on a PC purchased in the UK </li></ul><ul><li>Someone on holiday from Britain </li></ul><ul><li>Someone travelling on business from Britain </li></ul><ul><li>Lets eliminate each option one by one: </li></ul>
  82. 84. Is This a Badly Configured PC? <ul><li>Let’ s analyse the visitor to see if their computer is a laptop and if so, its age: </li></ul><ul><li>We do this because if it is a desktop machine they are unlikely to be travelling with it. </li></ul><ul><li>If the PC was a Desktop we would know that the visitor was either: </li></ul><ul><ul><li>Someone on a badly configured PC </li></ul></ul><ul><ul><li>A British Ex Pat in the US </li></ul></ul>2
  83. 85. Is This a Badly Configured PC? <ul><li>We can determine that this visitor is using a laptop that is approximately 2 years old. </li></ul><ul><li>This doesn’ t tell us whether the visitor is any of the options yet, but it does deliver useful information. </li></ul><ul><ul><li>Is the Visitor someone on a badly configured PC? </li></ul></ul><ul><ul><li>Is the Visitor A British Ex Pat in the US? </li></ul></ul>2
  84. 86. Let’ s also look at US Government Immigration Statistics telling us the numbers of travelers to the US from the UK. This enables us to ascertain the % probability of the visitor being a visitor from the UK versus an American with a badly configured PC. Is This a Badly Configured PC? 2
  85. 87. And Then? <ul><li>We also need to decide the likelihood of the visitor being someone: </li></ul><ul><ul><li>On holiday from the UK </li></ul></ul><ul><ul><li>On a business trip from the UK </li></ul></ul>2
  86. 88. Is this a Brit on Holiday in the USA? We are assisted by an AP IPSOS study from 2007 stating that 1 in 5 holiday makers take their laptop on holiday with them, when compared to business travellers, where close to 100% take a laptop with them. This allows us to define the probability of someone with their language set as en-gb within the US, on a laptop, as being likely to be a business traveller. 2
  87. 89. How? This probability is further reinforced as US Census Data detailing the number of immigrants from the UK to the US, enables us to model within the data, the likelihood of the visitor being a British Ex Pat based on the age of the laptop. We then further reinforce this data by defining the likelihood of the laptop not being upgraded since it was purchased based on its age, as studies show the average amortisation period for business laptops is 3 years. 2
  88. 90. How? Ultimately this data enables us to calculate that this visitor is most likely to be a business traveller rather than the alternatives. How much more likely? Well, this visitor is 83.3% likely to be a business traveller. 2
  89. 91. So… Are All Visitors Equal? <ul><li>Pzyche Analysed Traffic </li></ul><ul><li>Mean Annual Income: $433,300 </li></ul><ul><li>Mean Net Worth : $2.85M </li></ul><ul><li>75% purchased luggage in the past year </li></ul><ul><li>44% spent over $300 on luggage </li></ul><ul><li>44% own two or more cars </li></ul><ul><li>55.7% own a BMW, Lexus and/or Mercedes </li></ul><ul><li>58.2% aged between 25 – 54 </li></ul><ul><li>91% likely to visit “ Online Trading Sites ” </li></ul><ul><li>83% likely to visit “ Online Gambling ” sites </li></ul><ul><li>78% likely to be a Poker “ Play Money Player ” </li></ul><ul><li>73% likely to be a Poker “ Real Money Player ” </li></ul><ul><li>68.6% likely to be a “ Poker VIP ” </li></ul><ul><li>Non- Pzyche </li></ul><ul><li>Analysed Traffic </li></ul><ul><li>Mean Annual Income: $28,000 </li></ul><ul><li>Mean Net Worth : $45,000 </li></ul><ul><li>Median Age: 32 </li></ul><ul><li>Married: 40% </li></ul><ul><li>Most likely to drive a Dodge, GMC or Ford Truck </li></ul>2
  90. 92. But wait, there is more! <ul><li>Pzyche Secret Sauce </li></ul><ul><li>Are they are a member of a frequent flyer program? </li></ul><ul><li>Do they partake in online gaming? </li></ul><ul><li>If so, what is their game of choice? </li></ul><ul><li>What are their favourite Side Games? </li></ul><ul><li>If so, who is their preferred operator? </li></ul><ul><li>If so, are they a Free-Play or a Real Money Player? </li></ul><ul><li>If a Real Money Player are they a “ High Roller ” ? </li></ul><ul><li>What is their preferred deposit option? </li></ul><ul><li>etc. </li></ul>We Add The Secret Sauce! The Secret Sauce is client specific and allows us to further refine analysis of the individual delivering much more powerful targeting than the, already powerful, Standard Pzyche Groups. 2
  91. 93. The Result? Pzyche Analysed Traffic Mean Annual Income: $433,300 Mean Net Worth : $2.85M 75% purchased luggage in the past year 44% spent over $300 on luggage 44% own two or more cars 55.7% own a BMW, Lexus and/or Mercedes 58.2% aged between 25 - 54 91% likely to visit “ Online Trading Sites ” 83% likely to visit “ Online Gambling ” sites 78% likely to be a Poker “ Play Money Player ” 73% likely to be a Poker “ Real Money Player ” 68.6% likely to be a “ Poker VIP ” + Pzyche Secret Sauce What is the likelihood of the visitor.. Being a member of a frequent flyer program? Partaking in online gaming? What is their game of choice? What are their favourite Side Games? Who is their preferred operator? Are they a Play Money Player or A Real Money Player? What is their preferred deposit option? If a Real Money Player are they a VIP? =
  92. 94. How Do You Speak to “ The Money Prospect ” ? I think we ’ d agree that the way we should communicate with this prospect is different from the standard. Pzyche deliver the tools for you to create effective messaging and tailor the experience for these visitors as an individual NOT as a random IP Address! This delivers MUCH higher revenues and profits for your business!
  93. 95. Pzyche allows you to seek, find, convert and retain, the ‘ Golden Prospects ’ !
  94. 96. Onwards toward Conversion Arb Costs Ad. Exchange Identifying the prospects that are likely to convert prior to them visiting your site also allows you to arbitrage your acquisition costs for those visitors by using Advertising Exchanges etc. If you purchase traffic at $3 CPM and only convert a fraction of visitors, might you prefer to identify those most likely to NOT convert and sell that traffic to someone else? Customer Acquisition
  95. 97. Do we wish to show 2 unique individuals the same content? Pzyche allows you to personalise for the individual Customer Conversion
  96. 98. Shouldn ’ t retention marketing be personalised too? Customer Retention
  97. 99. Pzyche delivers Visitor Propensity Intelligence

×