Case Studies about Personalization

1. PERSONALIZATION
CASE STUDIES

2. C2C CLASSIFIEDS
Business objective:
 Improve general sales-related
Key Performance Indicators
(KPIs)
Norwegian media conglomerate,
has operations in 29 countries.
2 400 million USD revenues in
2012, 25% came from classifieds.
KPI
Increase of
KPI
Testing method
Ad detail page views 125% A/B (in-house solution)
Total page views 4% A/B (in-house solution)
CTR 368%
A/B (in-house solution, random
placement)
Time spent on site 3%
A/B (in-house solution, random
placement)
Results:
Schibsted Hungary and Gravity R&D were the 2012 Show me the Money
Award winners for their Dynamic Personalization Innovation.

3. CONTENT RECOMMENDATION
Business objective:
 Improve the click through
rate (CTR)
KPI CTR
Increas
e of KPI
On average
50%
Testing
method
A/B (in-house
solution)
Results:
The media group’s portal portfolio
covers the 77% of the Hungarian
internet users. Origo is the leading
news portal in Hungary.
20%
15%
10%
5%
0%
CTR evolution compared to the inhouse solution
With RECO
Using in-house solution
1st month 2nd month

4. VIDEO STREAMING
Business objective:
 Increase ad revenue by increasing page
impression (PI)
 Increase click through rate (CTR) of
recommended content
 Increase user satisfaction (measured by
long term CTR)
 Increase average video watch length
One of the leading sites
for sharing videos,
attracts over 112 million
unique monthly visitors
and 2,5 billion videos
views worldwide.
Offers 35 localized
versions in 18 different
languages
KPI
Increase of
KPI
Testing method
CTR 12-22%
Compared to other vendor, in-house
development
Long term CTR 6-17%
Number of PIs 6-25%
Results:
* measured in 5 countries: France, Japan, USA, Germany, UK – minimum
and maximum increase values are shown

5. AUCTION PORTALS
Business objective:
 Faster search & discovery by
recommendations
 Increase the bid value of goods
 Facilitate the discovery of goods
E-commerce leader in
Central and Eastern
Europe, a group of
companies managing
75 sites in over 20
countries
KPI
Increase of
KPI
Testing method
Banner conversion 5%
Compared to other vendor, in-house
development
Bid value 6%
Number of bids 110%
Results:

6. E-COMMERCE
Business objective:
 Improve general sales-related
Key Performance indicators
(KPIs)
KPI
Increase of
KPI
Testing method
Revenue coming
through RECO
7% A/B (in-house solution)
Item page CTR 7% A/B (in-house solution)
Results:
E-commerce leader in
Central and Eastern
Europe, a group of
companies managing 75
sites in over 20 countries.

7. CTR increase by Gravity
1st week
250%
200%
150%
100%
50%
0%
% - daily moving average
AD TARGETING
Business objective:
 Improve the click through rate
 30+ million ads served daily
 Creative targeting in 2 zones of a
hub site
KPI CTR
Increase
of KPI
On average
110%
Testing
method
A/B (in-house
solution)
Results:
Hungarian market leader
in online marketing
technologies.
Provides 16 billions of ads
on a monthly average.
2nd week
3rd week

8. ONLINE DATING
Business objective:
 Improve the discovery, increase
the conversion of “Personal
tips” box
KPI
Increase of
KPI
Testing method
Banner clicks 143% A/B (in-house solution)
Number of
250% A/B (in-house solution)
conversations
Upsell to premium
subscription
26% A/B (in-house solution)
Results:
Randivonal.hu is Hungary’s
leading online dating portal
with 1.000.000+ registered
users (freemium model) and
800.000 daily page views.

9. CONSUMER GOODS
Business objective:
 Improve P&G’s in-house store clustering
process
 Provide store recommendations for agents
at store level instead of channel level
 Increase revenue through recommendations
 Field test now in India (2014Q2), next in
China (2014Q3-4)
One of the world’s largest supplier of
consumer goods
KPI
Increase of
KPI
Testing method
Ratio of purchased
recommended goods
5–7 % Only new products can be
recommended for a store (no
replenishment)
This means extra revenue
Revenue ratio of
recommended goods
6-8%
Results:

10. PERSONALIZED RETARGETING ON 3RD PARTY WEBSITES
16x better CTR
24x conversion
Increase (ad reply)
Pilot Scope for A/B Test

11. Increased Click-Through Rate
Gravity - personalized (%)
Gravity (average) (%)
Gravity - not personalized (%)
Jofogas (%)
7X
16.5X
2X

12. ABOUT INGATLAN.COM
Nr.1 real
estate site
in
Hungary
Top of mind real estate site in
Hungary
4 million visits per month
17% daily increase in the
number of unique visitors

13. GDN CAMPAIGN PERSONALIZATION
1.8%
1.6%
1.4%
1.2%
1.0%
0.8%
0.6%
0.4%
0.2%
0.0%
Personalized offers for known visitors
Popular ads for unknown visitors
3/29/2014 5/2/2014
Non-personalized (%) Personalized (%) Baseline
CEE’s largest online real
estate advertising company
Results:
KPI CTR
Increase of KPI
(known)
Up to 26x
Increase of KPI
(unknown)
Up to 4x
Testing method
A/B (in-house
solution)
Baseline

14. RETARGETING IN DIFFERENT FIELDS
Increase on CTR (%, Click-Through-Rate) compared to
Advertisements without recommendation (weekly average)
1000%
800%
600%
400%
200%
0%
875%
637%
340%
0 5 10 15 20 25 30 35 40 45 50

15. Thank you!
Contact us:
www.gravityrd.com
sales@gravityrd.com
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