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Persuasion is an Art. Coherence is a Duty

Slides from my session at #convcon 2015

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Persuasion is an Art. Coherence is a Duty

  1. Data-Driven User Experiences • Persuasion is an Art. Coherence is a Duty •
  2. LUIGI REGGIANI Head of Data Analytics, Google EMEA
  3. Always ON.
  4. Relevancy & Trust.
  5. Transparency, Price, Quality, Delivery.
  6. Simplicity & Ergonomy
  7. Users are in Control.
  8. Bridging the GAP.
  9. WITH GREAT DATA comes great RESPONSIBILITIES
  10. During this session 75 PB* of Data is going to be created. * 75 000 000 000 000 000 bytes (This is a very big number)
  11. YOU’D NEED 580’000 iPhones TO STORE ALL OF THIS DATA. * iPhone 6 - 128 GB © Apple Inc.
  12. TMS & Datalayers Optimized Ads Optimized Assets xDevice Data Unified Analytics User Centricity Dynamic Ads Media Mix Model On/Off Data Data-driven Journey Analytics Dynamic Contents Good Quality Data Data Consolidation
  13. {TESTING} Ads•Media Mix•Assets with Quantitative & Qualitative Data
  14. Get inspired by Design Thinking Put Users First + Iterate + Prototype [Phased, Agile, Ongoing] + [Empathy & Emotion]
  15. Measuring IMPACT of Brand Campaigns
  16. • Per Traffic Source (Facebook, Google...) • Per Media Type (Search, Display) • Per User type (New vs Returning) • Per Device (Android, iOs) {Testing+Targeting}
  17. Your CVRs may be totally WRONG..
  18. Sources: Internal Study / Merkle RKG Study on xDevice effects The xDevice EFFECT • Desktop Share of Conversions goes down • Mobile Share of Conversions goes up • Desktop CVRs goes up. • Mobile CVRs are flat. • Desktop Engagement Metrics for New Users goes down +18%
  19. Source: Galeries Lafayette Case Study The o2S EFFECT x2.4
  20. Going USER-Centric
  21. The Power of • Personalization
  22. Ad Centric Site Centric • Demographics • Interests & Affinity segments • In-Market Segments • Behavior • CRM Data, Customer type, LTV
  23. ■ 44% users appreciate a personalized experience when buying products ■ 69% appreciate personalized ad messaging ■ 59% feel more considered as clients ■ 58% would be more loyal to a brand personalizing experience Sources: Rocket Fuel Survey, 2014. Pop. 805. Country : US
  24. DYNAMIC Email•Remarketing•RTB SMS• Push Notifications with the right - Personalized Frequency - Personalized Cadence - Personalized Message - Personalized Call to Action - Look-a-like Modeling - Personalized Business Rules …. Could this also work offline Ads ? … What if you could let users decide ?
  25. DYNAMIC CONTENTS with the right - Products - Product Recommendations - Price & Dedicated Offers
  26. © Marketoonist.
  27. Coherent & Relevant Experiences across Sites, Apps, Call Center, Stores
  28. • INTRUSION vs CARE .
  29. BE THE CAPTAIN Not the Cook.
  30. Powerfull Algorithms driven by your BUSINESS RULES Integrated with as many data sources as possible.
  31. • Data Driven User Experiences • THANK YOU @LuigiReggiani • Persuasion is an Art. Coherence is a Duty •

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