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PODIM 2017 | Capitalize on social data to improve your bottom line

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Capitalize on social data to improve your bottom line

Peter Szanto, SpringTab, Hungary

Published in: Business
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PODIM 2017 | Capitalize on social data to improve your bottom line

  1. 1. SPRINGTAB @szantopeter ● blog.szanto.co Capitalize on social data to improve your bottom line PODIM 2017 Péter ● Szántó +36 30 222 9269 ● peter@springtab.com ● @szantopeter springtab.com ● blog.szanto.co
  2. 2. SPRINGTAB @szantopeter ● blog.szanto.co Capitalize on social data to improve your bottom line PODIM 2017 I know that half of my advertising dollars are wasted. I just don’t know which half. - Henry Procter, Procter & Gamble Péter ● Szántó +36 30 222 9269 ● peter@springtab.com ● @szantopeter springtab.com ● blog.szanto.co
  3. 3. SPRINGTAB @szantopeter ● blog.szanto.co
  4. 4. PROBLEM FOR THE B R A N D SPRINGTAB
  5. 5. PROBLEM FOR THE B R A N D 1.79B+ user on Facebook 1% organic Page Fan REACH less than Low ROI Unreachable Audience Unknown Customer Interests Unaccessible Data SPRINGTAB
  6. 6. SPRINGTAB @szantopeter ● blog.szanto.co How to provide the best User Experience? @szantopeter ● blog.szanto.co
  7. 7. SPRINGTAB @szantopeter ● blog.szanto.co How to provide the best User Experience? Get to know your customers on a deeper level Give every visitor what they want? @szantopeter ● blog.szanto.co
  8. 8. SPRINGTAB @szantopeter ● blog.szanto.co ow mers per Give every visitor what they want? Give every visitor what they want? Give every visitor what they want? Everybody wants di!erent things… The key is personalization. @szantopeter ● blog.szanto.co
  9. 9. SPRINGTAB @szantopeter ● blog.szanto.co ow mers per Give every visitor what they want? Give every visitor what they want? Give every visitor what they want? Everybody wants di!erent things… The key is personalization. @szantopeter ● blog.szanto.co
  10. 10. SPRINGTAB @szantopeter ● blog.szanto.co
  11. 11. SPRINGTAB @szantopeter ● blog.szanto.co@szantopeter ● blog.szanto.co
  12. 12. SPRINGTAB @szantopeter ● blog.szanto.co ACQUISITION Traffic ACTIVATION Landing Page RETENTION Newsletter + Visit REFERRAL Share REVENUE Cart Where is the real problem? @szantopeter ● blog.szanto.co
  13. 13. SPRINGTAB ACQUISITION Traffic ACTIVATION Landing Page RETENTION Newsletter + Visit REFERRAL Share REVENUE Cart @szantopeter ● blog.szanto.co
  14. 14. SPRINGTAB ACQUISITION Traffic ACTIVATION Landing Page RETENTION Newsletter + Visit REFERRAL Share REVENUE Cart @szantopeter ● blog.szanto.co
  15. 15. SPRINGTAB @szantopeter ● blog.szanto.co DATA
  16. 16. SPRINGTAB @szantopeter ● blog.szanto.co 3 levels of data Answering the WHYs.
  17. 17. SPRINGTAB @szantopeter ● blog.szanto.co 3 levels of data PURCHASE Easy to measure and understand. It shows us how many product did you sell last month or how many subscribers do you have. SITE AND APP ACTIVITY It shows us how many visitors did you have last month. Easy to measure with tools like Google Analytics, but it’s completely anonym. SOCIAL ACTIVITY With the implementation of the Social Layer we can answer the WHYs of the customers, using data like interests, favorite music or activities. Answering the WHYs.
  18. 18. SPRINGTAB Pareto, Vilfredo; Page, Alfred N. (1971), Translation of Manuale di economia politica ("Manual of political economy"), A.M. Kelley, ISBN 978-0-678-00881-2
  19. 19. SPRINGTAB 80% of the e!ects come from 20% of the causes Pareto, Vilfredo; Page, Alfred N. (1971), Translation of Manuale di economia politica ("Manual of political economy"), A.M. Kelley, ISBN 978-0-678-00881-2
  20. 20. SPRINGTAB @szantopeter ● blog.szanto.co
  21. 21. SPRINGTAB 80% of the pro"ts come from 20% of the customers @szantopeter ● blog.szanto.co
  22. 22. SPRINGTAB PAID MEDIA OWNED MEDIA Hírlevél kampányok Coming soon page
 Landing page Google Adwords, Facebook Ads, Retargeting RETENTION | POSSIBLE WAYS YOUR CUSTOMERS WILL COME BACK TO YOUR SITE YOUR WEBSITE Purchase Sign up, Participation ACTIVATION @szantopeter ● blog.szanto.co
  23. 23. SPRINGTAB @szantopeter ● blog.szanto.co On-site Tools Face Cold Start Problem Social Data is Available Instantly Gender Likes Relationship status Work history Age All the SSO DataNot Enough Data 10 Pages Views Needed 0-10 visits 10< visits Email Location On-site + Social = Jackpot After a while Contextual Behavioral Data FIRST TIME VISIT TARGET PRECISION EXTRAPOLATION Search quieries Page Views Past Purchases Impressions DeviceBrowser Cart actions Clicks First visit Instantly On-site vs. Social Data What is the difference between working with Recommendation Engines and Social Data? Solving the Cold Start Problem! You get a quality information on visitors without any historical track record in your database! Pro tip: Extrapolate data sets together and you will hit the Jackpot!
  24. 24. SPRINGTAB Pareto, Vilfredo; Page, Alfred N. (1971), Translation of Manuale di economia politica ("Manual of political economy"), A.M. Kelley, ISBN 978-0-678-00881-2 'Broadband and White Sand’ 'Millionaire Chameleon’ 'The 4-Hour Workweek
  25. 25. SPRINGTAB @szantopeter ● blog.szanto.co Top 10 Facebook Like USE CASE EXAMPLE Total Number of Users in Research: 450,046 EVERY CATEGORY Samsung Hungary Weather Picture Tesco Hungary YouTube Family Guy Facebook David Guetta Bónusz Brigád Ma este Színház Telekom HU 0% 10% 20% 30% 40% 11% 12% 13% 14% 16% 17% 22% 24% 27% 34% TOP 5 MUSIC David Guetta Vin Diesel Adam Sandler Eminem Will Smith 0% 5,5% 11% 16,5% 22% 16% 18% 20% 21% 22%
  26. 26. SPRINGTAB @szantopeter ● blog.szanto.co 4 80/20 TIP
  27. 27. SPRINGTAB TRACKING PIXEL ON THE BEST CUSTOMERS SPRINGTAB @szantopeter ● blog.szanto.co
  28. 28. SPRINGTAB R-F-M RULE RECENTLY FREQUENTLY MONEY . SPRINGTAB @szantopeter ● blog.szanto.co
  29. 29. SPRINGTAB http://www.chicagobooth.edu/capideas/nov08/4.aspx REWARDS MAY INCREASE 20% OR MORE SPRINGTAB @szantopeter ● blog.szanto.co
  30. 30. SPRINGTAB CHURN THE LOWER 20% SPRINGTAB @szantopeter ● blog.szanto.co
  31. 31. SPRINGTAB
  32. 32. SPRINGTAB IN ONE SENTENCE My vision is to bring brands and customers closer with a data-driven understanding. Brand Awareness Churn Loyalty

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