Presented at Snowplow Berlin Meetup, November 2016

1. Next Generation Movie Marketing
for Cinema, Home Entertainment and VOD

2. Agenda
• Who we are and what we do
• Act I: Our journey to Snowplow
• Excursus: The first campaign
• Arriving at the design of Universal CRM
• Act II-IV: The building blocks of Universal CRM
• Learnings

3. We love movies and connect fans with their favorite content worldwide.
The highly experienced JustWatch founders helped to digitize the
weekly ads sector in 6 countries, built the biggest movie platform in
Germany and developed world-leading advertising technology.
Led 120+ people, managed $50m+ marketing budgets and grew an
international reach of more than 750m visits annually.
Tech focused team of 30 based in Berlin and LA.
David Croyé CEO, Ingke Weimert CRO, Michael Wilken COO,
Christoph Hoyer CMO, Dominik Raute CTO, Kevin Hiller Head of ProductTeam

4. JustWatch is a new kind of international adtech and data company
solely focused on the movie industry.
JustWatch is providing data driven video advertising campaigns focused
on the revenue relevant power users mostly on YouTube and Facebook.
JustWatch has exclusive first party data about movie taste and purchase
behavior and minimizes waste coverage worldwide on scale.

5. Why are we able to reach this efficiency?
JustWatch has exclusive first party data and technology
B2C
International Movie and TV-Show Apps
B2B
Next Generation Movie Marketing

6. Genres
Action
Science Fiction
Comedy
MovieGraph
User Profile
Movie Taste
WatchList Add
Trailer Views
Purchase Behavior
Cinema Tickets
DVD / BR
Rent / Buy
HD / SD
VOD Provider
JustWatch collects anonymized data about purchase behavior and
movie taste of movie and TV show fans worldwide
Movie Theater

7. Next Generation Movie Marketing

8. 0
2.000.000
4.000.000
6.000.000
8.000.000
10.000.000
12.000.000
14.000.000
16.000.000
18.000.000
20.000.000
Mar '15 Apr '15 May '15 Jun '15 Jul '15 Aug '15 Sep '15 Oct '15 Nov '15 Dec '15 Jan '16 Feb '16 Mar '16 Apr '16 May '16 Jun '16 Jul'16 Aug'16 Sep'16 Oct'16
JustWatch is growing rapidly in currently 23 countries,
adding more than 2 million new user profiles per month
>2 MM New
Users per Month
Launch
February 2015
>1 MM App
Downloads
iOS & Android
App Launch
JustWatch Usage: Web, iOS, Android

9. Act I: Our journey to Snowplow

10. In 2015, we gave ourselves
4 weeks to find the right
solution for our data pipeline

11. What we needed:
• Raw data access!
• Hit the ground running
• Highly customizable, flexible data model
• Ask arbitrary questions with SQL

12. Bonus points:
• On premise
• Open Source
• Scaleable into billions of data points

13. Ruling out the rest
Too expensive • Too inflexible • No raw data • Not extensible

14. Self-build
then?

15. Not so fast.
Building a data pipeline seems
easy enough at first…

16. …but everyone ends up reinventing the wheel:
• set up tracking & queueing systems
• geoip, data anonymization, handwritten ETL
• versioning, iteration of schema, monitoring
• validation, dealing with invalid lines

17. And eventually you realize:
Snowplow doesn’t look like
every data pipeline.

18. But every good data
pipeline looks a lot like
Snowplow.

19. To us, Snowplow was the perfect first shot:
• Bundled collection of Best Practices™
• Scaleable tech at any step in the pipeline
• Standardized protocols, no deep lock-in
• Great balance between extensible and premade

20. Setup and pitfalls
• Went with vanilla non-realtime setup on EC2
• Didn’t even find CloudFormation template 😊
(still, was just a few days of setup)
• Universal CRM: All our visitors are users
• Slight starting problems on mobile

21. Result:
• We gave ourselves 4 weeks to find out if
Snowplow was a good fit for us.
• We were completely finished in three – from
(web-)app integration to first SQL export.
• All the good stuff came out of the box.

22. Our First Campaign
• Manual setup for a simple version
took 8 hours
• Just querying users took half
the time
• rest is pure campaign setup &
upload
• Manual setup for a simple
version took 8 hours
• over 300 sub-tasks required
• 27 main steps until the
campaign went live

23. JustWatch campaigns have more than twice the view time
and are optimized based on actual cinema intent
Example: 150.000€ campaign budget on YouTube:
318.064 h
144.248 h
Hours of trailer time watched
JustWatch vs. Industry Benchmark:
Sources:
Google/YouTube: Q2 2016, TrueViews for
movie marketing campaigns of the whole
industry in DE. Avg. 96 seconds trailer.
40%
50%
60%
70%
Demographie Teen-Horror Psycho-Thriller Supernatural
52%
58%
69%
71%
+37%
Campaign optimization based on Cinema-Intent

24. It was getting clear we
had to automate a lot.

25. But first –
A Paradigm change:
“Universal CRM”
Filling the wishlist…

26. “Display movie trailers to Facebook and
Youtube users who added a horror
movie to their WatchList before”

27. “Send a push notification with personal
recommendations to mobile users that
were active for at least 5 sessions but
had no activity in the last 7 days”

28. “Ask our Top 5% most active power
users a survey on what feature they
want to see next”

29. “Ask people who skipped three comedy
trailers on Youtube if they want to
continue seeing trailers for the genre”

30. Defining the problems at hand.

31. Clustering
Building targetable lists of users based
on all sorts of queries.

32. Multichannel
Web, App, Push, In-App, DSPs, RTB, Affiliate,
you name it.

33. Anonymous identity management
Managing alternative identity tokens (Mobile
Ad IDs, Push Tokens, external cookies…) in
realtime

34. Closing the circle
Not just stopping at interactions - tracking
them, measure conversions and follow up

36. Act II: The Audience Builder

40. Act III: The ID Service

43. Act IV: Universal CRM
Interactions

44. Push Notifications:

45. Pull Notifications:

46. (Video) Ad Campaigns
Audience uploads • Data transfer • Click Tracking • RTB

47. Learnings.

48. Question your realtime needs.
…you probably don’t need it and save a lot

49. We contexts!
The best new concept in tracking
since sliced bread.
But: Snowplow trackers don’t support session contexts yet :(

50. Business intelligence fell off the truck
We broke the fundamental rule of BI:
“Separate your operational data store from
your data warehouse.”
And we loved the results.

51. Power tools philosophy:
Smart data
Smart tools
Smart people

52. We’re hiring.
Head of Business Intelligence
Business Analysts
Data Scientists
Data Engineers
Adtech Engineers

53. THX!
Questions?