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SlashFriday: Deep Personalization by MOCA

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María Fernanda González CEO & Founder de MOCA, nos expuso todo el potencial que tiene el Machine Learning para aprender sobre el comportamiento de los usuarios. Claramente vimos como esta tecnología es una herramienta clave para conseguirlo, ¿pero cómo debemos hacerlo?

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SlashFriday: Deep Personalization by MOCA

  1. 1. DEEP PERSONALIZATION Business Success Cases María Fernanda González Gutiérrez Co-Founder & CEO Ph.D. Quantum Physics mafe@mocaplatform.com
  2. 2. AMAZON WEB
  3. 3. AMAZON MOBILE APPS +100M users. Entertainment +200M users. Retail +200M Users Education
  4. 4. AMAZON In numbers 2017 Revenue $177,900 M Benefit $3,033 M (0,08%) Expenses $173,760 M o Sales costs $111,934 M o Logistic $25,249 M o Technology $22,620 M o Marketing $10,069 M o Admin $3,674 M
  5. 5. mocaplatform.com 5 AMAZON…
  6. 6. AI is the next step over Big Data Layer Technological Stack
  7. 7. 65%41% Marketers already have digital behavior data, but still miss offline journey data. CURRENT SITUATION IN DATA MANAGEMENT Marketers still use separated data sets to build customer campaigns to influence customers. 59% Purchase decisions are made at point of sale. It requires a deep knowledge of customers to influence them.
  8. 8. CONNECTING CUSTOMER JOURNEYS ONLINE WITH SMART OFFLINE INFRASTRUCTURES Increase the satisfaction of your customers with relevancy Discover behavioral patterns of your customers in real-time Influence the behavior of your customers in stores ONLINE CHANNELS ON-THE-GO SMALL VENUES LARGE VENUES Enrich experience of your customers in smart buildings and smart cities
  9. 9. MOCA AI-POWERED CUSTOMER JOURNEY
  10. 10. MOCA AI-POWERED CUSTOMER JOURNEY Dear Ana, Thanks for your recent purchase of (item) from (our brand). Knowing you like (item), we thought you'd be interested in browsing (complementary item), too. Since the forecast calls for (rain) in (your area) next week, it might come in handy. Just for you, we're offering a (10%) discount. Make sure to opt-in so we can remind you to jump on this offer and save (X euros) when you pass by your (favorite store) next week. - Your retail brand
  11. 11. SUCCESS STORIES Events – MWC18 100.000 active users at the same place and time
  12. 12. USE CASE MWC 2018
  13. 13. 1 7
  14. 14. SUCCESS STORIES Retail - USE CASE Braavos +1.000.000 active users
  15. 15. 1. Integration of geomarketing tool in the official application of Braavos 2. Configuration of 207 Braavos stores with geolocation 3. Validation of 3G / 4G / Wifi coverage in the geolocated zones 4. Configuration and calibration of Beacons in pilot stores. TECHNOLOGICAL OBJECTIVES
  16. 16. C. Effectiveness of proximity campaigns By using the Braavos mobile application, a set of pilot tests are carried out to verify the effectiveness of the geolocated campaigns when it comes to attracting traffic to the store. METHODOLOGY We segment the audience into 2 groups: Group A (activation group) that will receive geolocated messages and Group B (control group) that will NOT receive geolocated messages. For this, a geofence was established above the Shopping Mall with the following objectives: • Detect mobile users by their proximity to the mall. • Activate attraction campaigns to increase store visits within the Mall. In addition, BLE / WiFi beacons were placed in the store to analyze attribution. That is, we detected if the user of group A or B has entered the store. CONTROL GROUP ACTIVATION GROUP TOTAL AUDIENCE GEOFENCE MALL
  17. 17. CAMPAIGN 5 LIFT ANALYSIS 5th to 16th of June 2018 For every 10 people who went to Braavos organically, with geolocalized campaigns we influenced 5 more, increasing in this way the number of people who entered the store.
  18. 18. SUCCESS STORIES Smart Cities
  19. 19. Engage the tourist and enhance his experience by delivering just-in-time personalized communications (push notifications, geo-fencing, proximity). + NATIVE APP + INTEGRATION WITH CMS/CRM + IOS/ANDROID MOCA SDK + CUSTOMER BEHAVIORAL PROFILING + BEACON & GEOFENCE-BASED CAMPAIGNS + AUTOMATIC CUSTOMER TAGGING + AUTOMATIC LOCATION TRACKING + ENGAGEMENT AND CONVERSION RATE METRICS + ENTERPRISE-READY SCALABLE BACKEND PLATFORM MOBILE APP FOR TOURISTS NATIVE APP FOR IOS & ANDROID WITH ADVANCED LOCATION CAPABILITIES Location + geofencing (GPS, Cells, 3G/4G, WiFi) WiFi beacons BLE beacons
  20. 20. MALLORCA Mallorca is one of the largest deployments of Internet connectivity on an urban area in the world, particularly in Tourist Destinations. Serves tourists, visitors and residents of the island of Mallorca using more than 1,300 Wi-Fi points. We work on projects together with: • Port Authority • Smart Office of the City Council • University of the Balearic Islands • Private Entities Some annual figures: The analytics views correspond to the MOCA console
  21. 21. ANALYZE We provide Wi-Fi hotspots deployments and web pages to offer real-time analytics on tourist mobility and activity Wi-Fi is one of the most demanded services by tourists and residents of tourist destinations. In addition, it produces important benefits for the development of online marketing for the companies that use MOCA’s technology.
  22. 22. BENIDORM Bluetooth beacons were installed in strategic points of the urban and natural environment of Benidorm, such as Serra Gelada, the old town and the beaches. In this way, according to the profile of the tourist (age, gender, visited places, country, language, etc.) and their location, information about culture, nature, beaches, history, sports, events and leisure are shown. As many travelers arrive to the city and do not have an Internet connection, the experiences are delivered offline ensuring the delivery of content. Below you can find interesting data captured during this timeand displayed on the MOCA console:
  23. 23. ZUTPHEN A network of Bluetooth beacons was installed through the Zutphen city. The project was aimed to help people to minimize inconveniences, guide traffic properly and inform people about events and activities of the city. It provides citizens and tourists a new way to experience the city, making it smarter and interactive. Some benefits for Zutphen citizens: • Current overview of events and activities in Zutphen. • Direct insight into road closures and diversion routes. • Notifications for the fastest routes, activities and traffic jams. • Clear overview of available parking locations with the number of free places (if this information is available). • Direct navigation to the desired parking space. We show you some key metrics for the Zutphen City:
  24. 24. TEQUILA MAGIC TOWNS To transform Tequila town into a Smart destination, BLE beacons and WiFi devices were installed throughout the city. Thanks to MOCA, The Tequila visitors receive useful information about touristic places, cultural heritages and transportation at the moment they need it the most. The platform gathers information and enables the analysis of visitor behavior in real-time throughWi-Fi devices, geolocation and beacons. Moreover, the tequila visitors are able to receive personalized mobile recommendations based on their specific needs and preferences about restaurants and hotels. The numbers below show how many people visit Tequila Magic Town monthly on average, technology adoption and engagement among mobile visitors.
  25. 25. Contact us! CEO: María Fernanda González mafe@mocaplatform.com

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