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Cốc Cốc - Valuable Moments, A brief guide to what you can do with Audience data
- 1. VALUABLE MOMENTS A brief guide to what you can do with audience data ANASTASIA ZHOLOBOVA Product Owner, Cốc Cốc Ad Platform
- 2. Source: Statcounter, May 2019, desktop CỐC CỐC BROWSER IS IN TOP-10 BROWSERS IN THE WORLD. 20% MARKET SHARE IN VIETNAM* #2 SEARCH ENGINE IN VIETNAM
- 3. 5 TECHNOLOGIES BEHIND THE GROWTH 1. Browser 2. Proprietary search 3. Tailor-made features for local market: 4. AI-based content offering 5. Ad platform - Desktop - Mobile - Developed especially for Vietnamese language - Cashback - Shopping ads - Mojichat - Sidebar - Newtab 4.0 - Paid search - Display - AI-based targeting and optimization
- 4. 1ST PARTY DATA DATA FROM SEARCH AND BROWSING: AD PLATFORM AI ENGINE • Ad campaigns • CRM • User behavior • User Actions Prediction • Quality Score • Behavioral Segmentation AD PLATFORM AI ENGINE • Browsing history • Search queries • Shopping • Tech data (device, geo, connection type,etc.) ML-based system that fuses all the big data into meaningful and actionable sets.
- 5. Interests IntentionsGeo Demography Triggers ADVERTISING TARGETING CLIENT SCORING PRODUCT RECOMMENDATIONS DEPERSONALIZED DIGITAL IDENTITY
- 6. MACHINE LEARNING IN A NUTSHELL
- 7. Known output CatEarNosePaw Labeled input data LEARNING DATA SET REQUIREMENTS
- 8. Auto-intender Age between 18 and 30 Plays video games Drink carbonated beverages Segment of interest Unlabeled users Users within segment of interest Best candidate for expansion USEFUL EXAMPLE: AUDIENCE EXPANSION
- 9. WHAT CAN POSSIBLY GO WRONG?
- 10. PITFALL 1: DATA SET IS TOO WIDE Type-in traffic from a TV/Radio/OOH campaign Traffic from branding digital campaign Data that we use for the training set
- 11. PITFALL 1: DATA SET IS TOO WIDE During the training time we have a wide marketing campaign -> we get an “average human” model
- 12. PITFALL 2: DATA SET IS TOO SMALL During the training time we have very few signals to put in a base of the model -> it does not perform (well)
- 13. OUR PRODUCT IS RARELY/NEVER PURCHASED ONLINE
- 15. Product: premium all-road SUV Territory: Russia TA description from the brief for programmatic campaign: Males who are fond of theatre and fine arts + high income. ASIAN CAR MANUFACTURER VS RUSSIAN MARKET
- 16. MALES WHO ARE FOND OF THEATRE AND FINE ARTS + HIGH INCOME. REASONABLE TRAINING SAMPLE + TEST CAMPAIGN • HUNTERS AND FISHERMEN • ALL-ROAD RACES ENTHUSIASTS • ROAD TRAVELLERS ASIAN CAR MANUFACTURER VS RUSSIAN MARKET
- 17. Key insight 1: wealthy male, fine art and theatre enthusiasts, do not exist on the market. Sell your product to those who actually need it. Key insight 2: audience does not apply to test drive online. First come –first served approach is only applicable ASIAN CAR MANUFACTURER VS RUSSIAN MARKET
- 18. Objective: new product launch Product: food for kittens TA description from the brief for programmatic campaign: Female, 25-45, just got a kitten KPI: sample distribution after digital activation FRENCH PET FOOD MANUFACTURER VS CAT OWNERS
- 19. FEMALE, 25-45, JUST GOT A KITTEN REASONABLE TRAINING SAMPLE + TEST CAMPAIGN • 30% MALE • JUST MARRIED • JUST GOT A NEW JOB • JUST BOUGHT A FLAT/MOVED FRENCH PET FOOD MANUFACTURER VS CAT OWNERS
- 20. FRENCH PET FOOD MANUFACTURER VS CAT OWNERS Key insight 1: users behavior does not change after they get a pet (unless it’s a ). Key insight 2: people get pets when their environment/ circumstances allow them to. Define those circumstances with the help of data
- 21. CHOOSE the right question CUSTOMERS PUSH COMPANIES TO DO BETTER PROVIDE the right data ASK FOR success criteria 1 2 3