Slides from my session at #convcon 2015

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

14. {TESTING}
Ads•Media Mix•Assets
with Quantitative & Qualitative Data

15. Get inspired by Design Thinking
Put Users First + Iterate + Prototype
[Phased, Agile, Ongoing] + [Empathy & Emotion]

16. Measuring IMPACT
of Brand Campaigns

17. • Per Traffic Source (Facebook, Google...)
• Per Media Type (Search, Display)
• Per User type (New vs Returning)
• Per Device (Android, iOs)
{Testing+Targeting}

18. Your CVRs
may be totally
WRONG..

19. 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%

20. Source: Galeries Lafayette Case Study
The o2S
EFFECT
x2.4

21. Going USER-Centric

22. The Power of
• Personalization •

23. Ad Centric Site Centric
• Demographics
• Interests & Affinity segments
• In-Market Segments
• Behavior
• CRM Data, Customer type, LTV

24. ■ 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

25. 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 ?

26. DYNAMIC
CONTENTS
with the right
- Products
- Product Recommendations
- Price & Dedicated Offers

27. © Marketoonist.

28. Coherent & Relevant
Experiences
across Sites, Apps, Call Center, Stores

29. •
INTRUSION
vs
CARE
.

30. BE THE CAPTAIN
Not the Cook.

31. Powerfull
Algorithms
driven by your
BUSINESS RULES
Integrated with as many
data sources
as possible.

33. • Data Driven User Experiences •
THANK YOU
@LuigiReggiani
• Persuasion is an Art. Coherence is a Duty •