The new display powered by big data personalisation, myThings
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This document discusses how display advertising is evolving from mass targeting to highly personalized targeting using big data. It introduces myThings, a company that uses conversion data to personalize ads for retailers. MyThings uses various data sources like CRM, social media, and on-site behavior to segment audiences precisely and serve unique campaigns to each segment in real-time. A case study example with Littlewoods is shown where combining 1st party data and retargeting led to high ROI. The document argues that while big data presents big opportunities for retailers, many are unprepared to leverage it for advertising.
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The new display powered by big data personalisation, myThings
- 1. THE NEW DISPLAY POWERED BY BIG DATA PERSONALIZATION
- 2. IN A NUTSHELL Founded in 2005, myThings is the worldwide leader in conversion-driven display advertising solutions. Translating intent data into personalized ads, we drive incremental sales for top online retailers.
- 3. 15 MARKETS, 800 CUSTOMERS, 160 EMPLOYEES USA FRANCE BENELUX ITALY UK GERMANY TURKEY SCANDINAVIA RUSSIA JAPAN SPAIN over INDIA LATAM
- 4. THE NEW DISPLAY POWERED BY BIG DATA PERSONALIZATION
- 5. [DISPLAY] ADVERTISING IS CHANGING…
- 8. FROM AGE OF AGENCIES Media Buying En Masse Targeting Almost Non-Existent One Creative Fits All
- 9. TO AGE OF MACHINES Programmatic Media Buying One Creative Fits One Real Time Advertising Big Data
- 10. COMPANIES STILL NOT CAPITALIZING ON BIG DATA 60 % considered their organizations unprepared to handle big data 90 % Failure to capitalize on big data translated to lost revenues March–April survey among digital marketers March–April survey among digital marketers
- 11. BIG data. BIG opportunity. 60% Potential increase in retailers’ operating margins possible with big data
- 12. BIG DATA PERSONALIZATION IN DISPLAY VOLUME VERACITY VELOCITY
- 13. BIG DATA PERSONALIZATION IN DISPLAY VOLUME VERACITY VELOCITY
- 14. MULTIPLE SOURCES OF DATA Visual recognition data Social data CRM Data (2st party) 2 Publisher data Campaign Performance data 3 3rd party data Site-side data (1nd party) 1
- 15. 1st PARTY DATA (CRM TARGETING) CRM BRIDGING ENTERPRISE CRM DATA WITH DISPLAY Customer life-time value gross margin per product Specific payment methods Transaction history DISPLAY ADVERTISING
- 16. DATA GOING UPSTREAM CROSS-FUNNEL DISPLAY UPPER FUNNEL 1010010011110110111110101010110101011100 10100101110110111110101010110101011100 10100101001000101010001001001000111 101001001111110010000100100111111 10100100100010010111000101110 101001001100001011010011111 MID FUNNEL Pretargeting 10100100110000101101001 101001001100101101001 1010010011010010011 10100100110100100 101001001110111 LOWER FUNNEL Dynamic display
- 18. BIG DATA PERSONALIZATION IN DISPLAY VOLUME VERACITY VELOCITY
- 19. GRANULAR SEGMENTATION = PRECISION TARGETING Product-related Level of intent 1st party segment Traffic source
- 20. UNIQUE CAMPAIGN FOR EVERY SEGMENT Segment Registered users who never bought Unique Pricing 8% CPA / 25p CPC Unique Products High margin Unique layout Unique Large-font Promotion promotion 15% off your 1st purchase
- 21. BIG DATA PERSONALIZATION IN DISPLAY VOLUME VERACITY VELOCITY
- 22. In less than 120MS advertisers have to… Receive bid Opportunity Identify cookie Decide whether to bid and what price to bid Return bid AdX decision Select personalized content Serve banner
- 23. REAL TIME DECISIONS: BIDDING Standard optimization Assuming impression, will the user click or not? Big data optimization Assuming impression, will the user click or not? Assuming click, will the user convert? Assuming conversion, how much will be spent? Assuming spend, what will be advertiser’s ROI?
- 24. REAL TIME DECISIONS: DYNAMIC CREATIVE Product Recommendati on Engine What banner to present to which user? Adaptive banner optimizer
- 25. BIG DATA PERSONALIZATION IN DISPLAY CASE STUDY
- 26. CASE STUDY: LITTLEWOODS Data-driven acquisition & retargeting combined 1st party data optimisation
- 27. HOW DID IT WORK? Did user visit site? NO YES User shown dynamic display banner User shown personalized retargeting banner
- 28. RESULTS 1€ : 23€ ROI RATIO 8.18%+ ROI UPLIFT COMPARED TO INITIAL FORECAST Average PCCR
- 30. Thank You
Editor's Notes
- #27: BIG RESULTS FOR COMPANIES WHO LEVERAGE BIG DATA