В 2014 годе агентство RТА провело первую конференцию Performance marketing в Москве. В споей презентации мы предлагаем вам выжимку и самые основные тренды развития digital ранка. Здесь вы найдете и кроссустройственную коммуникацию, Customer jorney пользователей интернета и непрерывную сегментацию до сегмента, состоящего из 1 человека.

1. Performance Marketing
Slide 1 © PSB 2013 | Confidential

2. для тех кто …
В презентации использовались данные конференции Performance Marketing 2014. RTA

3. Очевидное и вероятное

4. Customer map
Understand Digital Touch Points

5. Store Entrance
Relevant notification and offers

6. Store Entrance
Relevant notification and offers
Do you
want…?

7. Store Entrance
Relevant notification and offers
Offer 1
Offer 2
Offer 3

8. Dressing Room
Bring alternate size or relevant product
when a customer request them

9. Receipts and Store Exit
Reactivation=Loyalty
Thank you!
Reactivation=Loyalty
Make the call-to-action immediately!

10. Personalization Capabilities
SOA
Service-Oriented Architecture
SQL
Structured Query Language

11. Cloud-based SOA Platform
Personalization Capabilities
100% Personalization
Capabilities

12. CLV Источники данных
CLV (Customer Lifetime Value) —ценность клиента для бизнеса
CLV – это показатель потенциала потребителя,
учитывающий три критерия:
• Клиент
• Время
• Чистая прибыль
Dirk Henke, Criteo
Web Analytics
Data Warehouse

13. Цели использования CLV
Customer Lifetime Value
Цель
Привлечение «ценных» клиентов, повышение «ценности» клиентов,
повышение «преданности» клиентов, оптимизация отношений с ними.
CLV
Это методология и эффективный инструмент анализа управления
взаимоотношений с клиентами, принцип сегментации клиентской базы
предприятия.
CLV (Customer Lifetime Value) —ценность клиента для бизнеса

14. The Future: Hyper Segmentation
Levels of Segmentation
Dirk Henke, Criteo

15. From Segments to Individuals
Personalization = Maximized Budget Efficiency
Users
C
L
V
Marketing MIX
Place
Promo
Personalization
- eCPA, Budget
- Type of Product, Price, Discount
- Massaging
- Channels, Deviсes, Geo Targeting
Dirk Henke, Criteo

16. Cannel, Devices, Geo Targeting
From Segments to Individuals
Dirk Henke, Criteo

17. Big Data and Consumer Journey
Total Spend Time Online
1200
1000
800
600
400
200
0
2010 2017
tablet
smartphone
desktop
Dirk Henke, Criteo

18. Mobile buyers in Russia
2012 Россия
43
30
41
28
2013
Global Total
2012 Россия
40
28
42
31
2013
Global Total
Share of smartphone owners who use it for shopping
Share of tablet owners who use it for shopping
Dirk Henke, Criteo

19. Weekend are even more dramatic
In Russia 28% of ecommerce sales on Sunday are from Mobile devices
22.94 22.99 22.94 22.64 22.86
27.74 27.91
30
25
20
15
10
5
0
Mobile sales %
Dirk Henke, Criteo

20. Complexity: Mobile is four different worlds
Mobile Browsing

21. Lack of standards
• No Targeting You can’t target users on mobile devices
• No Flash Generation real-time creative that look the
same on thousands of devices isn’t possible
• No equivalent of a URL for apps You can't deep
link from an ad to a specific page within an app
Dirk Henke, Criteo

22. Cross-Device Usage is Huge.
But a Huge Problem…
An analysis of 2 000
Create Advertises
covering 86M users
showed:
15-20% of their
sales were cross-device
in Q2 2014
How can you
show relevant
marketing when
you don't
recognize the
user?
Dirk Henke, Criteo

23. There are two challenges
Targeting of
mobile
There are
two
challenges
Targeting cross-device
In both cases, there are two technical ways to identify a user
Dirk Henke, Criteo

24. 1. Exact Match –The Best
Persistent identifier used to positively match over time of across
device : eg cookie or login
Seamlessly supports opt-out / privacy guidelines
• Challenge 1 Getting volume
• Challenge 2 Privacy. Must ensure user transparency, control,
and no personally identifiable information
Dirk Henke, Criteo

25. 2. Implied Match
Machine learning model
Uses device characteristics to estimate a probability that two
devices are same / used by same person
• Challenge 1: By definition creates false positives, wrongly
matching different people
• Challenge 2: Precision varies from 40-80% / This radically
reduces performance , and therefore ROI
• Challenge 3: Difficult privacy controls / opt-out management
Dirk Henke, Criteo

26. Criteo now has a solution across all 4
mobile environments
Dirk Henke, Criteo
Unique
technical
solutions
based on
Transparency
& user control
advertiser site
integrations
over and
choices
Exact Match

27. Why is cross-device important?
$ $ $
$
$
More Sales the same great ROI
$
Dirk Henke, Criteo

28. Спасибо!
Наталья Иванова
ivanovand@psbank.ru
В презентации использованы данные с конференции Performance Marketing 2014. RTA