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Automation & AI
Internet marketing export
Pavol Adamčák
Co-founder
ui42 digital
Samuel Ondrišák
PPC team lead
Ui42 digital
ekosystém
e-commerce
Export partner
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Klíčový
Agency of Tomorrow
Adwords et Attribution - 25.01.2018& Coora
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
What is mach...
Proprietary + Confidential
Buzz words:
Optimization: Automatic or manual process for improving functionality based on a se...
Confidential + Proprietary
www.autodraw.com
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Machine Lear...
Help me
faster
Surprise me wherever
Know me
better
But what customers want?
Speed
1
Fast website
Mobile
19s 53% 2x
Proprietary + Confidential
Average time to
load website on
3G
53% people leave
if website doesnt’
load in 3s
Pu...
Proprietary + Confidential
2
Automated
Campaigns
...is everything
...personalization
...speed
FEED/DSA
...is future
...automated
...web
Tools
Ads
Keywords
“Do it 15 000 times”
2
Bidding & Budgets
“Riadenie kampane”
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Monday Tuesday Wednesday Thursday Frida...
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Reduce time spent on repetitive tasks b...
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Go from everyday repetition to grow you...
Google Smart Bidding
Technology with human insight
Daily support and control by specialists
Ability to tailor Magic algorithm
No set up costs
Flexible campaign history usage...
Help me
faster
Surprise me wherever
Know me
better
But what customers want?
Confidential + Proprietary
Confidential + Proprietary
Global trends are against hyperstores
People want internet shopping to work
Hyper
personalizace
Dostupnost
produktů
Zážitek
90%
Source: Econsultancy and Google, Marketing and Measurement Survey, n=514, marketing and
measurement executives at Nort...
Confidential + Proprietary
Kontext je kľúčom k úspechu
?
CZK 100CZK 100 CZK 100 CZK 100CZK 100
Žena
20-35
Záujmy: šport,
v...
Confidential + Proprietary
Měřte cíle na správných metrikách
Měří jen základní
cenu návštěvnosti
CPC
Neposkytuje
hodnotu z...
Confidential & Proprietary
CPA
ROAS
Profit
Revenue
Value Optimized
ROI and Total
Profit Optimized
Conversions
Cost Optimiz...
Help me
faster
Surprise me wherever
Know me
better
But what customers want?
Confidential + Proprietary
6 out of 10 users will
finish their purchase on a
different device (and 80%
millennials)
Learn about your Audience
Proprietary + Confidential
Lokalita
Demo
Proprietary + Confidential
Learn about your Audience
Age + Gender
Day
Time of Day
Location
Search Queries
Browsing History...
Dynamic remarketing & RLSA
Help me
faster
Surprise me wherever
Know
me
better
Reporting
Miera dokončenia košíka
Pozor na lokálne
zvyklosti: Vyžadujte
Kraj spolu s PSČ
PSČ bez kraja je
najbežnejšie v ČR a SR
V Rumunsku je bežné v
košík...
Merajte v čase
Potenciál naprieč kategóriami
Potenciál naprieč kategóriami
Dánsko - bežne hradí
poisťovňa! V objednávke
nutný formulár na číslo
poistenia.
Daily check PPC marketéra
...podľa krajiny aj mkt. zdroja
Export tools
Export tips
bit.ly/TurboTools
Export tips
Ďakujeme za pozornosť
Köszönöm
Mulțumesc
pavol.adamcak@ui42.com
samuel.ondrisak@ui42.com
Jednotna struktura
MastersGate Ecommerce Summit 2018 - Automatizácia a AI v online marketingu - hacknite vaše exportné kampane
MastersGate Ecommerce Summit 2018 - Automatizácia a AI v online marketingu - hacknite vaše exportné kampane
MastersGate Ecommerce Summit 2018 - Automatizácia a AI v online marketingu - hacknite vaše exportné kampane
MastersGate Ecommerce Summit 2018 - Automatizácia a AI v online marketingu - hacknite vaše exportné kampane
MastersGate Ecommerce Summit 2018 - Automatizácia a AI v online marketingu - hacknite vaše exportné kampane
MastersGate Ecommerce Summit 2018 - Automatizácia a AI v online marketingu - hacknite vaše exportné kampane
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MastersGate Ecommerce Summit 2018 - Automatizácia a AI v online marketingu - hacknite vaše exportné kampane

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Publié le

Pavol Adamčák & Samuel Ondrišák, ui42 digital
https://www.mastersgate.com/ecommerce-summit

Publié dans : Marketing
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MastersGate Ecommerce Summit 2018 - Automatizácia a AI v online marketingu - hacknite vaše exportné kampane

  1. 1. Automation & AI Internet marketing export Pavol Adamčák Co-founder ui42 digital Samuel Ondrišák PPC team lead Ui42 digital
  2. 2. ekosystém
  3. 3. e-commerce Export partner
  4. 4. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Klíčový Agency of Tomorrow
  5. 5. Adwords et Attribution - 25.01.2018& Coora
  6. 6. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential What is machine learning?
  7. 7. Proprietary + Confidential Buzz words: Optimization: Automatic or manual process for improving functionality based on a set of inputs. Automation: Using a computer to perform repetitive trivial but time consuming tasks quickly. Artificial Intelligence: Broad term for getting computers to perform human tasks; the science of making things smart. Machine Learning: A method of AI in which algorithms are used to autonomously learn from data and information - teaching a computer to recognize and learn from patterns by example rather than explicit rule-based programming. Deep Learning: A technique of machine learning where algorithms are arranged in layers that mimic the human brain, learning patterns of patterns.
  8. 8. Confidential + Proprietary www.autodraw.com
  9. 9. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Machine Learning je “buzz word”
  10. 10. Help me faster Surprise me wherever Know me better But what customers want?
  11. 11. Speed
  12. 12. 1 Fast website Mobile
  13. 13. 19s 53% 2x Proprietary + Confidential Average time to load website on 3G 53% people leave if website doesnt’ load in 3s Publishers with web load 5s see 2X more revenue coming from mobile than those with 19s
  14. 14. Proprietary + Confidential
  15. 15. 2 Automated Campaigns
  16. 16. ...is everything ...personalization ...speed FEED/DSA ...is future ...automated ...web
  17. 17. Tools Ads Keywords “Do it 15 000 times”
  18. 18. 2 Bidding & Budgets “Riadenie kampane”
  19. 19. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Monday Tuesday Wednesday Thursday Friday 80% of time spent is dealing with manual, less strategic tasks 20% Strategic 30% 25% 25% Ads & Keywords Creation Reporting Bidding Management 20% Daily tasks
  20. 20. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Reduce time spent on repetitive tasks by 40% Impact is that 65% can be spent on Strategic work 20% -10pt 10% - 15pt 10% - 15pt Ads & Keywords Creation Reporting Bidding Management 65% +40pt Monday Tuesday Wednesday Thursday Friday Optimise one by one
  21. 21. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Go from everyday repetition to grow your... Dnes Zítra Bidding UX Reporting Atribuce Reporting Bidding UX Nové komunikační kanály Nové reklamní formáty Upper funnel targeting Akvizice Atribuce Bidding Upper funnel targeting
  22. 22. Google Smart Bidding
  23. 23. Technology with human insight
  24. 24. Daily support and control by specialists Ability to tailor Magic algorithm No set up costs Flexible campaign history usage to overcome seasonality (1-7-30-60-90-360 days) Custom attribution models (Markov, etc.) Profit margins (LTV) Magic Script bidding algorithm
  25. 25. Help me faster Surprise me wherever Know me better But what customers want?
  26. 26. Confidential + Proprietary
  27. 27. Confidential + Proprietary Global trends are against hyperstores
  28. 28. People want internet shopping to work Hyper personalizace Dostupnost produktů Zážitek
  29. 29. 90% Source: Econsultancy and Google, Marketing and Measurement Survey, n=514, marketing and measurement executives at North American companies with over $250M in revenues, March 2017 Companies that work on personalisation claim it significantly helps to grow their profits
  30. 30. Confidential + Proprietary Kontext je kľúčom k úspechu ? CZK 100CZK 100 CZK 100 CZK 100CZK 100 Žena 20-35 Záujmy: šport, varenie a jazz CZK 500 dárek pro miminko
  31. 31. Confidential + Proprietary Měřte cíle na správných metrikách Měří jen základní cenu návštěvnosti CPC Neposkytuje hodnotu zákazníka CPA Měří hodnotu z krátkodobého pohledu ROAS Měří kumulativní hodnotu pro každého zákazníka - možnost doměřovat na úrověň jednotlivce CLV
  32. 32. Confidential & Proprietary CPA ROAS Profit Revenue Value Optimized ROI and Total Profit Optimized Conversions Cost Optimized PNO (CtRR, ERS, COS) Revenue Cost Optimized Long term Profit Customer Equity Customer Lifetime Value Optimized (CLV) CPC Traffic Cost Optimized …THE HIGHER THE BETTER
  33. 33. Help me faster Surprise me wherever Know me better But what customers want?
  34. 34. Confidential + Proprietary 6 out of 10 users will finish their purchase on a different device (and 80% millennials)
  35. 35. Learn about your Audience Proprietary + Confidential Lokalita Demo
  36. 36. Proprietary + Confidential Learn about your Audience Age + Gender Day Time of Day Location Search Queries Browsing History Watch Time App Usage Demographics Videos Watched App Category Connection Sessions
  37. 37. Dynamic remarketing & RLSA
  38. 38. Help me faster Surprise me wherever Know me better Reporting
  39. 39. Miera dokončenia košíka
  40. 40. Pozor na lokálne zvyklosti: Vyžadujte Kraj spolu s PSČ PSČ bez kraja je najbežnejšie v ČR a SR V Rumunsku je bežné v košíku zadávať názov kraja namiesto PSČ
  41. 41. Merajte v čase
  42. 42. Potenciál naprieč kategóriami
  43. 43. Potenciál naprieč kategóriami Dánsko - bežne hradí poisťovňa! V objednávke nutný formulár na číslo poistenia.
  44. 44. Daily check PPC marketéra
  45. 45. ...podľa krajiny aj mkt. zdroja
  46. 46. Export tools
  47. 47. Export tips
  48. 48. bit.ly/TurboTools Export tips
  49. 49. Ďakujeme za pozornosť Köszönöm Mulțumesc pavol.adamcak@ui42.com samuel.ondrisak@ui42.com
  50. 50. Jednotna struktura

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