HELPING OUR CLIENTS ACHIEVE
MAXIMUM AUDIENCE IMPACT.
Leading Data Management Platform (DMP)
More than 100+ clients spanning 5 Continents
80+ Employees based in NYC, MD, London...
“Publishers and marketers are aggregating
more data, from more sources, than ever
before. And in order to realize the full...
COLLECT
• Web Data
• Mobile Data
• Set Top Data
• CRM Data
ORGANIZE
• Data into default and
custom hierarchies
• Easily ma...
Create optimized audiences
using a sophisticated, verified,
machine learning system to
maximize audience impact
Lotame Opt...
Lotame Optimizer: Workflow
6
Data Collection:
User interactions available to
Optimizer in real-time
Training:
Advanced mac...
Lotame Optimizer Use Cases: Reach Extension
500M Uniques:
Very Similar to seed
Seed:
200M
Unqiues
1B Uniques:
Somewhat Sim...
Lotame Optimizer Use Cases: Campaign Optimization
Use advanced act-alike models to identify
users with high probability to...
Lotame Optimizer Use Cases: Conversion Optimization
Identify users with high probability of
converting using users from mu...
Lotame Optimizer Case Studies: Campaign Performance Improvement
A premium Lotame customer ran a CTR driven
campaign for a ...
Lotame Optimizer Case Studies: Reach Extension
A premium marketer with access to offline
registration data from CRM system...
Objective:
• Improve campaign performance by increasing click through rates and
optimizing ad spend for an existing online...
13
Currently working on POCs to support
Content personalization to show relevant content to users via predictive modeling ...
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Lotame - Machine Learning

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Lotame - Machine Learning

  1. 1. HELPING OUR CLIENTS ACHIEVE MAXIMUM AUDIENCE IMPACT.
  2. 2. Leading Data Management Platform (DMP) More than 100+ clients spanning 5 Continents 80+ Employees based in NYC, MD, London, Boston, Atlanta and Singapore UNITED STATES MEXICO CANADA COLOMBIA ARGENTINA FRANCE NETHERLANDS INDIA AUSTRALIA UNITED KINGDOM SINGAPORE SPAIN About Lotame
  3. 3. “Publishers and marketers are aggregating more data, from more sources, than ever before. And in order to realize the full value of that information, they require a technology-driven solution — a central hub— to seamlessly (and rapidly) collect, integrate, manage and activate those large volumes of data.” Winterberry Group Solving The Big Data Challenge for Publishers and Marketers
  4. 4. COLLECT • Web Data • Mobile Data • Set Top Data • CRM Data ORGANIZE • Data into default and custom hierarchies • Easily managed in folder structure ACTIVATE • Deliver targeted ad campaigns and marketing promotions • Dynamically serve content based on audience segment • Generate advanced audience analytics THE MOST POWERFUL AUDIENCE MANAGEMENT ENGINE 4
  5. 5. Create optimized audiences using a sophisticated, verified, machine learning system to maximize audience impact Lotame Optimizer 5 Powered by
  6. 6. Lotame Optimizer: Workflow 6 Data Collection: User interactions available to Optimizer in real-time Training: Advanced machined learning techniques used to train models in real-time Scoring: Users scored into optimized segments every 24 hrs
  7. 7. Lotame Optimizer Use Cases: Reach Extension 500M Uniques: Very Similar to seed Seed: 200M Unqiues 1B Uniques: Somewhat Similar to seed ~2B Uniques: Potential Reach Use advanced look-alike models to increase reach of an audience
  8. 8. Lotame Optimizer Use Cases: Campaign Optimization Use advanced act-alike models to identify users with high probability to perform campaign KPI Users Exposed to campaign Users Exposed & Clicked / Converted / Viewed Through etc Users with high probability of Clicking / Converting / View Through IF exposed to campaign
  9. 9. Lotame Optimizer Use Cases: Conversion Optimization Identify users with high probability of converting using users from multi-channel conversion funnels as seed Potential Converters True Converters
  10. 10. Lotame Optimizer Case Studies: Campaign Performance Improvement A premium Lotame customer ran a CTR driven campaign for a local bank. Campaign ran for over a month; Optimizer applied to campaign from week 2 Results: Powerful models created within a week with as little as 300 clicks in a 30 day period. Significant improvements seen in performance Reduced ad wastage: 19 % points improvement in CTR observed with 1/3rd delivered impressions 0 0.01 0.02 0.03 0.04 0.05 0.06 Before Optimizer After Optimizer
  11. 11. Lotame Optimizer Case Studies: Reach Extension A premium marketer with access to offline registration data from CRM system on loyal consumers wanted to target them online, at scale Marketer had ~30% match rate onboarding offline data online Lotame applied Reach Extension models on the seed audience to find look-alike consumers Results: Optimizer was able to find 3 times users who look similar to seed audience Marketer was able to target these look-alike users across multiple activation channels
  12. 12. Objective: • Improve campaign performance by increasing click through rates and optimizing ad spend for an existing online consumer telecom campaign. Solution: • Score users in 1st and 3rd party datasets based on their past behavioral patterns and their likelihood to click on the ad. • Create audience segments using precision targeting to focus exclusively on the highest scoring audience members who are highly likely to click. Results: • Exclusively targeting audience members who scored in the top: – 37% - resulted in a demonstrated CTR lift of of 77% – 26% resulted in a demonstrated CTR lift of over 90% Lotame Optimizer Consumer Telecom – 77 to 97% CTR Lift
  13. 13. 13 Currently working on POCs to support Content personalization to show relevant content to users via predictive modeling based on their content affiliation, interests, demographics etc Predictive analysis on life stage of a customer pertaining to a product lifecycle via advance modeling at product SKU level Recommendation engines to show relevant messages across devices Lotame Optimizer: Some use cases in R&D

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