Segmentation of one. How to increase conversion and move the funnel faster thanks to user profiling

1. S E G M E N TAT I O N O F O N E
P I P E L I N E S U M M I T WA R S AW 2 0 1 6
Mirek Wasowicz | Igni2onOne

2. Socioman2c
Labs

3. Criteo

4. CCIDRN*

5. 5
F O U R T Y P E S O F S C A L E
Business rules and scoring
u2lize data scaling models
to aBain informa2on
about a poten2al
audience…

6. 6
THE NOMINAL SCALE
BASIC

7. 7
THE ORDINAL SCALE
BASIC PLUS

8. 8
THE INTERVAL SCALE
ADVANCED

9. 9
THE RATIO SCALE
SUPERHERO

11. 11

12. 12

13. JAGUAR EU

14. 14
J a g u a r E U

15. 15
J a g u a r E U

16. S C O R E - P O W E R E D M A R K E T I N G
Visitor comes to
website
Website cookie
gathers activity
Score accumulates
based on RFM
modeling
Scores maintained in
IgnitionOne for
activation across
channels

17. 17
J a g u a r E U

18. J a g u a r E U
18
278
149
35 36
153
1009
0
200
400
600
800
1000
1200
Trading Desk 3 Trading Desk 2 Igni2onOne
CPA
Sum of
Conversion

19. RENAULT RU

20. 20
R e n a u l t R U

21. 21
R e n a u l t R U

22. 22
R e n a u l t R U

23. 23
R e n a u l t R U

25. 25

26. download
www.automo2vesummit.eu/downloads/
www.igni2onone.com/scoring-the-unfair-adventage-handbook/