Pazarlama Dahileri 2016 - Haliç Üniversitesi

PAZARLAMA DAHİLERİ
Görkem Ünel,
Sales Director Turkey
May 2016
Retargeting Teknolojileri

Trendyol’da Çalışıyor
İstanbul’da Yaşıyor
Ankaralı
Arnavutköy’de Bulunmuş

Copyright © 2016 Criteo
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Süpermarketler

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Stadyum

Tuvaletler

Dogru Kisi

Online-Shop
BUY
Online-Shop
BUY BUY BUY
Retargeting
A user sees classified
ads on your
website…
1
...then browses the
internet
2
Criteo displays a
personalized banner
to the user
3
After a click on the
banner the user goes
back to your website
4
Powered by

User surfs
in your app
… Then opens a new app and
sees a targeted ad
User clicks and deeplinks to a
product « page » in your app
Mobile In-App
HOW DOES IT WORK ?

1 amount
Personalization
based on data:2
2 run time
3 interest rate
4 monthly payment
3
4
Personalization based on data
+ when
personalization is
not possible,
campaign can be
setup without feed
or data

copyright © Criteo 2015
SHOWCASE

24
11.000+
YAYINCI1
130+ ÜLKE1 1,06 milyar
AYLIK ERİŞİM3
8.500+
REKLAM
VEREN1
1- Criteo Mart 2015
%90
TUTMA
ORANI2
| 2- Yıllık verim 2014 | 3- comScore MMX, Mart 2015

Global presence 2016
31 offices 130+ countries
MADRID
BARCELONA
LONDON
PARIS
AMSTERDAM
ISTANBUL
MILAN
STOCKHOLM
MOSCOW
SYDNEY
CHICAGO
PALO ALTO
SF
SAO PAULO
MIAMI
DUBAI
NEW YORK
BOSTON
OSAKA
TOKYO
SEOUL
BEIJING
SINGAPORE
MUNICH

Criteo Summit

Criteo Istanbul

The right user, at the right time, with the right message
CPC model – only pay for engagement, awareness is free
Prediction
engine
Chooses the right users / advertiser /
publisher
Recommendation
engine
Chooses the right products
Darwin
engine
Chooses the right look and feel for the
banners
BUY

Banners
‘DARWIN’
BANNER SETS
CONTAINS 600+ BANNERS
OPTIMIZED IN REAL-TIME
TO SELECT THE BEST
POSSIBLE
COMBINATION

Campaign-Setup
Product Feed Specs
• product-ID (id)
• product-name (name)
• product-URL (producturl)
• small image URL (smallimage)
• price (price)
• description (description)
• availability (instock)
• category ID1 (categoryid1)
• Possible additional information:
• large image URL (bigimage)
• recommended retail price (retailprice)
• discount (discount),
• recommendable (recommendable)
• category ID2 (categoryid2) and categroyID3 (categoryid3)
Campaigns with product feed: all input for the banners should be
in the feed:
The feed should be in csv or xml format and should be updated on
a regular basis. Supported transfer protocols are HTTP und FTP.

MANDATORY MANDATORYMANDATORY
MANDATORYMANDATORY
Campaign-Setup
Pixel implementation
Homepage-TagCategory-/Listing-Tag
Product-Tag
Basket-Tag
Sales-Tag
+ different setups
for special sectors

Campaign-Setup
MANDATORY
Ecommerce & Travel:
<script type="text/javascript" src="//static.criteo.net/js/ld/ld.js" async="true"></script>
<script type="text/javascript">
window.criteo_q = window.criteo_q || [];
window.criteo_q.push(
{ event: "setAccount", account: 16593 },
{ event: "setHashedEmail", email: "MD5-hashed email address" },
{ event: "setSiteType", type: "m for mobile or t for tablet or d for desktop" },
{ event: "viewHome" }
);
</script>
Homepage-Tag

Campaign-Setup
MANDATORY
Ecommerce:
{ event: "viewList", item: ["First item id", "Second item id", "Third item id"] }
);
</script>
Travel:
{ event: "viewSearch", checkin_date:"YYYY-MM-DD", checkout_date:"YYYY-MM-DD"}

MANDATORY
Campaign-Setup
Product-Tag
Ecommerce:
<script type="text/javascript" src="//static.criteo.net/js/ld/ld.js" async="true">
</script> <script type="text/javascript">
{ event: "viewItem", item: "Your item id" } ); </script>
Travel:
{ event: "viewItem", item: "Your item id", nbra: "Number of Adults", nbrc: "Number of
children" },
{ event: "viewSearch", checkin_date:"YYYY-MM-DD", checkout_date:"YYYY-MM-DD"}

Campaign-Setup
MANDATORY
Basket-Tag
Ecommerce & Travel:
{ event: "viewBasket", item: [
{ id: "First item id", price: First item unit price, quantity: First item quantity},
{ id: "Second item id", price: Second item unit price, quantity: Second item quantity}
/* add a line for each item in the user's cart*/
]});
</script>

Campaign-Setup
MANDATORY
Sales-Tag
Ecommerce & Travel:
<script type="text/javascript" src="//static.criteo.net/js/ld/ld.js" async="true">
</script> <script type="text/javascript">
{ event: "manualDising" },
{ event: "trackTransaction" , id: "Transaction Id", new_customer: 1 if first purchase or 0 if
not, deduplication: 1 if attributed to Criteo or 0 if not, item: [
{ id: "First item id", price: First item unit price, quantity: First item quantity },
{ id: "Second item id", price: Second item unit price, quantity: Second item quantity }
/* add a line for each item in the user's cart */ ]}); </script>

Yeni Dünya

Cross device is a reality
Average # of devices per person by country
USA 3.01
Canada 2.71
Germany 3.11
UK 2.71
APAC >42
Source:
1Sophos – January 2013
2CMO Innovation editors – July 2014 Source: Cisco VNI Global IP Traffic Forcast, 2012-2017
By 2017, every internet user
will have 5 devices
Multi-device usage is growing
«

Cross device: exact match
CLIENT
Device #1
Paul@email.com
Paul@email.com
Device #2
Paul@email.com
32312c1b68
“Email is anonymized”
(hashed)
“Email is anonymized”
(hashed)
32312c1b68
Paul@email.com
Linked through
cross device
32312c1b68

Pazarlama Dahileri 2016 - Haliç Üniversitesi

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