pzyche pub con 2011

Deck 1: Why Stereotypes are your Friend & Also Your Enemy

@JasonD

Note to self: 3 Decks incorporated below – Choose the one that seems “right” for the session on the day!

Deck 2: Affiliate Nirvana - from Start to Bank!

Deck 3: Inside Pzyche

Why Stereotypes are your Friend & Also Your Enemy

....and How Understanding the difference will put more $$$ in your pocket!

@JasonD

Are there European Stereotypes?

@JasonD

Yes there are....

@JasonD

French? What about the French?

@JasonD

Monsieur ?

@JasonD

Madame ?

@JasonD

The Brits?

@JasonD

Londoners?

@JasonD

BritishNortherners?

@JasonD

The 1%?

@JasonD

Are there American Stereotypes?

@JasonD

Hell Yeh!

@JasonD

Texan?Texas?

@JasonD

Average Texan?

@JasonD

Average Texan?

@JasonD

Average Texan?

@JasonD

@JasonD

Are all Californians computer geeks?

@JasonD

Or in a gang?

@JasonD

Women...

@JasonD

This feels stereotypical ...

This feels stereotypical ...

@JasonD

Is this any better ?

@JasonD

Or is this closer to the truth ?

@JasonD

Men

@JasonD

A “real” man?

@JasonD

A “real” man?

@JasonD

....the truth is much simpler, sometimes stereotypesare relevant for an individual and sometimes theyare not... Stereotypes have a lot of fact in them.

For example....

@JasonD

This is a “real” man

@JasonD

But many stero types have factual basis

Who is English....

@JasonD

..and LOVES a cup of tea!

@JasonD

But when are stereotypes right or wrong?

@JasonD

The Big 5Also Known As The Five Factor Model

@JasonD

@JasonD

Every one of us has differing levels in each of the 5 traits.

It is the combination across all 5 that makes us who we are.

@JasonD

Peter Rentfrow is a Lecturer in Social and Developmental Psychology at the University of Cambridge.

Sam Gosling is the Professor of Psychology at the University of Texas, in Austin.

Sam GoslingPeter Rentfrow

THESE GUYSROCK!

@JasonD

WSJ Interactive Chart based on Rentfrow & Gosling’s work

http://s.wsj.net/public/resources/documents/info-PERSONALITY08.swf

@JasonD

Extroverted - North Dakota

@JasonD

Agreeable - North Dakota

@JasonD

Conscientious – New Mexico

@JasonD

Neurotic – West Virgina

@JasonD

Open – New York

@JasonD

Show me the damn money!

@JasonD

UnderstandReactEarn

@JasonD

Understanding your visitor MORE as a person and LESS as a random IP address....

@JasonD

..then treating them as the unique person they are delivers big bucks and happy visitors...

@JasonD

Affiliate Business

30%+ Conversion fromUnique Visitor to Action

Niche Retail Space

@JasonD

Affiliate Business

30%+ Conversion fromUnique Visitor to Action

Niche Retail Space

@JasonD

Oh Shit.......

It’s so damn high already. How do we increase that?

@JasonD

Take the visitors’ Pain Away

Offsite Intelligence givingOnsite Optimization

@JasonD

Take the visitors’ Pain Away

Opportunity Cost...

@JasonD

Note to self – Pray the wifi works properly cos you need to login Pzyche and show everyone how to use it

Demo Account:

http://reports.pzyche.com

Username:generaldemoPassword: demo

In case the wifi is crap crap here are some slides to try and help you bluff & bluster your way through till the end

Customer Retention

Customer Retention

Where do they shop?

Affiliate NirvanaDeck 2

Affiliate Nirvana

Affiliate Nirvana

Media Buying 101 –

Media Buying 101 –

901 901

In 30 Minutes

In 30 Minutes

Invest For SuccessMake sure you have a bankroll

@JasonD

Landing Pages Landing Pages should start a should start a relationshiprelationship•MasculineMasculine•FeminineFeminine•PokerPoker•CasinoCasino•BingoBingo•SportsSports•CFDCFD•ForexForex

Masculine Poker?

@JasonD

Emails are a Courtship

@JasonD

Landing Landing Pages to WedPages to Wed

@JasonD

Buy The Buy The TrafficTraffic

@JasonD

But Buy But Buy Smart.Smart.

@JasonD

But Buy But Buy Smart.Smart.

But Buy Smart.But Buy Smart.

Then....Then....

@JasonD

Where there’s Where there’s Muck there’s BrassMuck there’s Brass

@JasonD

The Secret The Secret Sauce!!Sauce!!

@JasonD

Clean the Sh*t….Clean the Sh*t….@JasonD

Sell the Sh*t….Sell the Sh*t….@JasonD

Lather, Rinse and Lather, Rinse and RepeatRepeat

@JasonD

WhatRunsWhere.comAdvert Research..Advert Research..

@JasonD

Pzyche.com

Give me your card for Freebies....

Jason@Pzyche.com

Shit Sifting..Shit Sifting..

@JasonD

INSIDE PZYCHEDeck 3

Let Me Show You Inside Pzyche

1 2

Two Visitors come to your Site.

You detect their IP addresses and GEO

locate them.

They are both from:

Small Town, Mid West State, USA.

Current Best of Breed Analysis

1

Let’s look at Visitor #1 using the best data analysis available.

We know where the visitor is from so let’s analyse the visitor using Experian’s ‘Mosaic USA’ profiling product.

This visitor falls under:

“Small Town Endeavors Group”Median Income: $28,000Education Level: High SchoolSex: 60% MaleMedian Age: 32Married: 40% likelihoodDrives: Dodge, GMC or Ford

Current Best of Breed Analysis

1

Let’s go further by using some existing technology you may well be using:

•This visitor has previously seen your Bingo $200 sign up bonus campaign

•This visitor has previously visited you by clicking an affiliate link on a Sports Betting Odds Comparison site.

Current Best of Breed Analysis

1

We now know that the visitor:

•Is likely to be American•Is likely to be interested in Sports Betting•Is likely to be aware of our Bingo offer•Is likely to be male•Is likely to be traditional working class

If we accept US players for our Poker product this looks like an ideal prospect for a long term consumer.

If we don’t accept American players the above still stands but we can’t take advantage!

Geek Alert!

Before we start analysing Visitor #2 please accept our apologies in advance as it is very geeky - although we specifically chose just one small test within the Pzyche system that was “relatively” simple to explain!

2

The Pzyche Way

2

Let’s look at Visitor #2 but instead of the current “best of breed” marketing tools that we used with Visitor #1, let’s start with just one little test from Pzyche hoping to answer the question…

Is this Visitor a Business Traveller?

But Why?

The Business Traveller

•Mean Annual Income: $433,300•Mean Net Worth : $2.85M•75% purchased luggage in the past year•44% spent over $300 on luggage•44% own two or more cars•55.7% own a BMW, Lexus and/or Mercedes•58.2% aged between 25 – 54•91% likely to visit “Online Trading Sites” •83% likely to visit “Online Gambling” sites•78% likely to be a Poker “Play Money Player”•73% likely to be a Poker “Real Money Player”•68.6% likely to be a “Poker VIP”

The Pzyche Way

2

We start by looking at standard data that the web browser tells us and see that the visitor has their browser language set to en-gb (English, Great Britain) not en-us (English, United States) - despite the visitor being within the USA.

This infers either:

•A badly configured PC•A British Ex Pat on a PC purchased in the UK•Someone on holiday from Britain•Someone travelling on business from Britain

Lets eliminate each option one by one:

Is This a Badly Configured PC?Let’s analyse the visitor to see if their computer is a laptop and if so, its age:

We do this because if it is a desktop machine they are unlikely to be travelling with it.

If the PC was a Desktop we would know that the visitor was either:

•Someone on a badly configured PC•A British Ex Pat in the US

2

Is This a Badly Configured PC?We can determine that this visitor is using a laptop that is approximately 2 years old.

This doesn’t tell us whether the visitor is any of the options yet, but it does deliver useful information.

•Is the Visitor someone on a badly configured PC?•Is the Visitor A British Ex Pat in the US?

2

Let’s also look at US Government Immigration Statistics telling us the numbers of travelers to the US from the UK.

This enables us to ascertain the % probability of the visitor being a visitor from the UK versus an American with a badly configured PC.

Is This a Badly Configured PC?

2

And Then?We also need to decide the likelihood of the visitor being someone:

•On holiday from the UK•On a business trip from the UK

2

Is this a Brit on Holiday in the USA?We are assisted by an AP IPSOS study from 2007 stating that 1 in 5 holiday makers take their laptop on holiday with them, when compared to business travellers, where close to 100% take a laptop with them.

This allows us to define the probability of someone with their language set as en-gb within the US, on a laptop, as being likely to be a business traveller.

2

How?This probability is further reinforced as US Census Data detailing the number of immigrants from the UK to the US, enables us to model within the data, the likelihood of the visitor being a British Ex Pat based on the age of the laptop.

We then further reinforce this data by defining the likelihood of the laptop not being upgraded since it was purchased based on its age, as studies show the average amortisation period for business laptops is 3 years.

2

How?Ultimately this data enables us to calculate that this visitor is most likely to be a business traveller rather than the alternatives.

How much more likely?

Well, this visitor is 83.3% likely to be a business traveller.

2

So… Are All Visitors Equal?Pzyche Analysed Traffic

•Mean Annual Income: $433,300•Mean Net Worth : $2.85M•75% purchased luggage in the past year•44% spent over $300 on luggage•44% own two or more cars•55.7% own a BMW, Lexus and/or Mercedes•58.2% aged between 25 – 54•91% likely to visit “Online Trading Sites”•83% likely to visit “Online Gambling” sites•78% likely to be a Poker “Play Money Player”•73% likely to be a Poker “Real Money Player”•68.6% likely to be a “Poker VIP”

Non-Pzyche Analysed Traffic

•Mean Annual Income: $28,000•Mean Net Worth : $45,000•Median Age: 32•Married: 40%•Most likely to drive a Dodge, GMC or Ford Truck

2

But wait, there is more!Pzyche Secret Sauce

• Are they are a member of a frequent flyer program?• Do they partake in online gaming?• If so, what is their game of choice?• What are their favourite Side Games?• If so, who is their preferred operator?• If so, are they a Free-Play or a Real Money Player?• If a Real Money Player are they a “High Roller”?• What is their preferred deposit option?• etc.

We Add The Secret Sauce!

The Secret Sauce is client specific and allows us to further refine analysis of the individual delivering much more powerful targeting than the, already powerful, Standard Pzyche Groups.

2

The Result?Pzyche Analysed Traffic

Mean Annual Income: $433,300Mean Net Worth : $2.85M75% purchased luggage in the past year44% spent over $300 on luggage44% own two or more cars55.7% own a BMW, Lexus and/or Mercedes58.2% aged between 25 - 5491% likely to visit “Online Trading Sites” 83% likely to visit “Online Gambling” sites78% likely to be a Poker “Play Money Player”73% likely to be a Poker “Real Money Player”68.6% likely to be a “Poker VIP”

+

Pzyche Secret Sauce

What is the likelihood of the visitor..

Being a member of a frequent flyer program?

Partaking in online gaming?

What is their game of choice?

What are their favourite Side Games?

Who is their preferred operator?

Are they a Play Money Player orA Real Money Player?

What is their preferred deposit option?

If a Real Money Player are they a VIP?

=

How Do You Speak to “The Money Prospect”?

I think we’d agree that the way we should communicate with this prospect is different from the standard.

Pzyche deliver the tools for you to create effective messaging and tailor the experience for these visitors as an individual NOT as a random IP Address!

This delivers MUCH higher revenues and profits for your business!

Pzyche allows you to seek, find, convert and retain,the ‘Golden Prospects’!

Onwards toward Conversion

Arb Costs Ad. Exchange

Identifying the prospects that are likely to convert prior to them visiting your site also allows you to arbitrage your acquisition costs for those visitors by using Advertising Exchanges etc.

If you purchase traffic at $3 CPM and only convert a fraction of visitors, might you prefer to identify those most likely to NOT convert and sell that traffic to someone else?

Customer Acquisition

Do we wish to show 2 unique individuals the same content?

Pzyche allows you to personalise for the individual

Customer Conversion

Shouldn’t retention marketing be personalised too?

Customer Retention

Pzyche delivers Visitor Propensity Intelligence