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IAB Seminar 2008 - ROI e behavioral targeting

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Massimo Fubini's presentation at IAB Seminar 2008 (Milan)

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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IAB Seminar 2008 - ROI e behavioral targeting

  1. 1. ROI e behavioural targeting Metriche e approcci per un migliore direct mkt Massimo Fubini contactlab e-mail & e-marketing evolution
  2. 2. Il problema non è tecnico è umano • Le misurazioni di per se non hanno errori, sono precise e puntuali. Sono le rappresentazioni grafiche e le interpretazioni di queste misurazioni che possono indurre in errore.
  3. 3. quot;L'ingannoquot; quot;Io mangio un pollo, tu non mangi nientequot; • in media abbiamo mangiato mezzo pollo a testa. Le sintesi del traffico web e/o email funzionano con la stessa logica e appiattiscono spesso la realtà
  4. 4. Stessi fenomeni, impressioni differenti
  5. 5. Passiamo all'e-mail • Ipotizziamo 2 campagne sullo stesso target e numerosità, con creatività diverse Campagna A Campagna B Spedite 100.000 Spedite 100.000 Consegnate 90.000 Consegnate 90.000 Aperte 30.000 Aperte 30.000 Click Click 10.000 10.000 • Apparentemente sembra che la creatività NON influisca sul risultato
  6. 6. E quindi? • E se non ha influito sul risultato posso scegliere una qualunque delle 2 creatività dopotutto i risultati sono identici Ma e' proprio vero?
  7. 7. La realtà è più complessa Click Click 10.000 10.000 Email analytics Acquisti Acquisti Web analytics 3.000 1.000 O dati trasazionali • Puo' succedere che le 10.000 persone che hanno cliccato non siano le stesse per le 2 creatività e possono avere una differente propensione all'acquisto. • Diventa quindi importante avere dei dati di ROI (o di conversione) per poter valutare quale creatività (in questo caso) o quale acquisto media fare
  8. 8. Quale ROI, quali KPI's • Innanzitutto l'analisi del ROI riporta l'analisi su indicatori di business di una azienda e non su metriche proprie del web. • E' quindi un indicatore più quot;vicinoquot; alle conoscenze chi investe. • Il ROI di una campagna email, oltre alle metriche delle aperture o dei click, può essere monitorato in diverse maniere, ad esempio con questi indicatori (Kpi's): – In tempo speso medio sul sito – Numero di pagine viste – Numero di persone che hanno effettuato una azione – Revenue (nel caso di e-commerce) – Grossbooking o numero di notti vendute (nel turismo)
  9. 9. Dai KPI's al Behavioural Targeting • Behavioural targeting significa quot;targettizzarequot; gli utenti in funzione dei loro comportamenti passati
  10. 10. Behavioural Targeting • Posso riprofilare gli utenti in funzione del loro profilo di: – quot;attivitàquot; (hanno aperto e quanto in passato le mie comunicazioni?) – quot;reattivitàquot; (hanno cliccato su qualche link di precedenti invii) – Tipologia di reattività (hanno cliccato su link identificativi di un qualche specifico interesse?) – Permanenza sul sito dopo il click – Particolari percorsi di navigazione (abbandono di un carrello) – Numero/frequenza di acquisti – Modelli di quot;scoringquot; – E ovviamente in funzione di qualunque altro indicatore che e' possibile tracciare in riferimento alla campagna (ad esempio visite quot;in storequot;)
  11. 11. ROI e Behavioural Targeting • Ma, attenzione, Behavioural targeting è anche quot;al contrarioquot; per isolare gli utenti non attivi/reattivi dopo un tot di tempo e evitare di continuare a contattarli con la stessa modalita' e frequenza degli altri. Obiettivo del behavioural targeting è comunicare in maniera più personalizzata e efficace possibile creando il minor rumore/disturbo di fondo.
  12. 12. In sintesi Ogni piccolo dettaglio è in grado di stravolgere i risultati della tua comunicazione on-line. Noi sappiamo come.
  13. 13. ROI e Behavioural Targeting GRAZIE ! Massimo Fubini ContactLab massimo.fubini@contactlab.com

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