Data Driven creativity in Marketing and Advertising. Bruno Coletta, Payback Italy (an Amercan Express Company

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Data Driven Innovation

Data Driven Creativity. May 19th 2018. Data Driven Innovation 2018. Engineering Department, University of Roma Tre

Marketing

1960’s
Top Down
2018
Interactive
Average Consumer ExtremePersonalization
Expensive Cheap
Few Channels 100’s channels
Intuition Data

1960’s
Top Down
2018
Interactive
Average Consumer ExtremePersonalization
Expensive Cheap
Few Channels 100’s channels
Intuition Data
Mad Men Math Men

Media
Planning
Media
Buying
Delivery
Data
Analysis
Creative
Concept

From A/B testing To A..Z testing
Email Marketing
1. Automate subject lines creation & layout
2. Test on subset of customers
3. Select winners
4. Deploy at scale

Subject Line Automation: «key ingredients»
EMOTIONAL DESCRIPTIVE CALL TO ACTION FORMATTING POSITIONING+ + + +
Don’t miss out
Exclusivelyforyou
Congratulations
Thank you
You’ve been selected
,,,
50€ on your first purchase
10.000 points
Free for 1 year
Insurance included
…
Buy Now
Try today
Discover More
Learn how
Clickhere
…
CAPS
!Exclamation!
Bold
Italics
Underline
…
Emot– CTA – Desc
Desc – Emot – CTA
Emotonly
Name placement
….

Subject Line Automation: «key ingredients»
• ➤ Avviso speciale - Bruno, ti premiamo con 50€ in BUONI SCONTO, punti doppi e quota gratuita. Non perdere l’occasione.
• Hai (1) nuovo messaggio ✉ 10.000 punti BONUS + punti ad ogni acquisto + quota 0€. Bruno, ti premiamo con un'offerta
pensata per te!
• 🎁 Contiene un regalo: vorremmo offrirti 50€ di spesa e tanti vantaggi! Bruno, è la tua occasione
EMOTIONAL DESCRIPTIVE CALL TO ACTION FORMATTING POSITIONING+ + + +
• ………….

Subject Line Variants Explored 512 VARIANTS TESTED

How do they compare?
RESULTS
Open Rate Lift
+17%
Click Rate Lift
+23%
CONTROL BEST

Main Message Multi-Variate testing
Emotional
CTADescriptive
Formatting
4.096 CREATIVE VARIANTS EXPLORED
Descriptive

Real Time Bidding Banner Advertising process
?
?
?
PAGE
LOADS
ADVERTISERS
BID
HIGHESTBID
WINS
AD IS
DELIVERED
AUCTION
STARTS
AD
1
2
3
4
5

Real Time Bidding Banner Advertising process
?
?
?
200
Milliseconds!
PAGE
LOADS
ADVERTISERS
BID
HIGHESTBID
WINS
AD IS
DELIVERED
AUCTION
STARTS
AD
1
2
3
4
5

24
Dynamic Creative Optimization
o Create static fully formed Ads
o One Creative Ad servedto eachtarget
o Multiple Images, Titles, Descriptions
o Combinations are dynamically generated
and matched withtargets
TRADITIONAL WAY DYNAMIC CREATIVE OPTIMIZATION (DCO)

25
oCreativity drives Business
oData enables Creativity
oPeople respond to personalized
Data-Driven communication

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