big data, personalization & monetization
DESCRIPTION
Publishers - see how big data analytics can be used for personalizing editorial content for your users and for targeting digital ads at increased prices by showing the right ad to the right user at the right time.TRANSCRIPT
An introduction to Cxense, 2013
Big Data, Personalization & Monetization
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2-10X
Users interact with
personalized content
Extraordinary
INSIGHT
more than non-
personalized
content and are
twice as likely
to share.
• Customer insight dashboards
• Increase user/customer
engagement through content
personalization and automation
• Increase number of registered
users; e.g., by offering targeted
promos e.g. email newsletters
• Improved advertising
monetization: Both paid listings
and targeted display
• Control user and audience data
(stop data leakage) and build your
big data assets
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Real-time, Actionable User & Audience Insight
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READS ONLINE ABOUT Tech, life and culture, Russia
INTERACTS WITH ADS about golf equipment and BMW cars
Subscribers Digital / Print
Oliver Male, 36 years old
Brooklyn
Publisher’s
CRM
CONSUMES NEWS Market updates
PURCHASED 15 World-class wines
RESPONDED TO CAMPAIGN Email marketing
Publishers 360° View of User Engagements Capturing data from digital channels merged with CRM systems
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Intuitive Dashboards
UNDERSTAND HOW CUSTOMERS INTERACT WITH YOUR CONTENT
CAPTURE CUSTOMER DATA IN REAL-TIME ACROSS ALL DEVICES
SLICE AND DICE DATA FOR DEEP INSIGHTS ANALYZE TRENDS AND POPULARITY
MONITOR AND TAKE ACTION ON TRAFFIC PATTERNS
CAPTURE CUSTOM EVENTS FROM YOUR BUSINESS SYSTEMS
STAY IN CONTROL WITH CUSTOMIZABLE REAL-TIME WALLBOARDS
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Big Data Driving Personalization
READER PUBLISHER
TARGETED DISPLAY ADS
PERSONALIZED CONTENT
OPTIMIZED RECOMMENDATIONS
ANALYZE AND OPTIMIZE
MANAGE AND CONTROL
PERSONALIZED SEARCH
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Deliver the Right Content to the Right Users
The problem
• Create more traffic
• Increase site stickiness
• Increase ad revenues
The solution
• Targeted editorial content
increasing time on site
• Blending premium ads with
recommended content
Output
• 9% CTR Peak on
recommended content
• Net new revenues from ads,
and higher ad prices
• Increased time on site and
PVs
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Publisher 360° Customer/User View: For Targeted Newsletters, User Conversation Optimization
Sample user data for segmentation and targeting
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Deliver Targeted Higher-value Advertising The problem
• Increase online ad revenues
The solution
• Utilize deep audience insight to
provide ad targeting for high
quality ads
• Editorial content
recommendations driving user
engagement and PVs
Output
• 50% increase in display
advertising yield (eCPM)
• Increased user loyalty by
optimising content
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Publisher-controlled Yield-optimized Advertising & Promotions
PUBLISHER PREMIUM / INHOUSE NETWORK
DEMAND SIDE PLATFORMS & 3RD PARTY EXCHANGES (OPTIONAL) – VIA
PUBLISHER-CONTROLLED SSP
PRIVATE AD EXCHANGES (OPTIONAL)
GLOBAL YIELD OPTIMIZATION TO
MAXIMIZE PUBLISHER REVENUES
PUBLISHER CONTROLLED AD SERVER AND SSP
Product / eCommerce Subscription offers
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Targeted Display Advertising
Targeted display ads
Behavioral Brand eCPM: 50 CHF
Behavioral Retargeting 40 CHF
Behavioral Category 35 CHF
Premium (Non-Targeted) 20 CHF
News & sports
Verticals
Specific content
Traffic
Incre
ased
eC
PM
High Traffic/
Low eCPM
Low Traffic/
High eCPM
Advanced audience analytics used to drive
higher value: 75%-250% eCPM increase
Ad network 1-4 CHF
Original: With remnant ads from ad network • 30% PV x 20 CHF CPM: 6.0 • 70% PV x 1-4 CHF CPM: 1.0 • Total revenues: 7.0
Now: Publisher-controlled ad network • 30% PV x 20 CHF CPM: 6.0 • 20% PV x 35 CHF CPM: 7.0 • Total revenues: 13.0
Avoid price pressure on publisher direct sales
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About Cxense
• Providing sustainable value to publishers, media, classifieds and e-
commerce
• 100% cloud-based (SaaS) technology: Rapid, low risk/cost
deployments
• 15 years experience enabling publishers to monetize their online
business; core team that developed FAST Enterprise Search
(acquired by MSFT in 2008 for $1.3B)
• Extensive experience in internet technologies, media and publishing
• Global: North America, Europe, Asia Pacific, Latin America
• 3500+ publisher websites, 12 publisher-controlled audience
Networks, 48B ad impressions
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Connect with Cxense
www.cxense.com
https://twitter.com/cxense
www.facebook.com/cxense
www.linkedin.com/company/cxense
http://youtube.com/cxenseTeam