case studies

PERSONALIZATION

CASE STUDIES

C2C CLASSIFIEDS

Business objective:

Improve general sales-related

Key Performance Indicators

(KPIs)

KPIIncrease of

KPITesting method

Ad detail page views 125% A/B (in-house solution)

Total page views 4% A/B (in-house solution)

CTR 368%A/B (in-house solution, random placement)

Time spent on site 3%A/B (in-house solution, random placement)

Results:

Schibsted Hungary and Gravity R&D were the 2012 Show me the Money

Award winners for their Dynamic Personalization Innovation.

Norwegian media conglomerate, has operations in 29 countries.

2 400 million USD revenues in 2012, 25% came from classifieds.

CONTENT RECOMMENDATION

Business objective:

Improve the click through

rate (CTR)

KPI CTR

Increas

e of KPI

On average

50%

Testing

method

A/B (in-

house

solution)

Results:

The media group’s portal portfolio

covers the 77% of the Hungarian

internet users. Origo is the leading

news portal in Hungary.

0%

5%

10%

15%

20%

With RECO

Using in-house solution

1st month 2nd month

CTR evolution compared to the inhouse solution

VIDEO STREAMING

Business objective:

Increase ad revenue by increasing page

impression (PI)

Increase click through rate (CTR) of

recommended content

Increase user satisfaction (measured by

long term CTR)

Increase average video watch length

One of the leading sites for sharing videos, attracts over 112 million unique monthly visitors and 2,5 billion videos views worldwide.

Offers 35 localized versions in 18 different languages

KPIIncrease of

KPITesting method

CTR 12-22%

Compared to other vendor, in-house development

Long term CTR 6-17%

Number of PIs 6-25%

Results:

* measured in 5 countries: France, Japan, USA, Germany, UK – minimum

and maximum increase values are shown

AUCTION PORTALS

Business objective:

Faster search & discovery by

recommendations

Increase the bid value of goods

Facilitate the discovery of goods

E-commerce leader in Central and Eastern Europe, a group of companies managing 75 sites in over 20 countries

KPIIncrease of

KPITesting method

Banner conversion 5%

Compared to other vendor, in-house development

Bid value 6%

Number of bids 110%

Results:

E-COMMERCE

Business objective:

Improve general sales-related

Key Performance indicators

(KPIs)

KPIIncrease of

KPITesting method

Revenue coming through RECO

7% A/B (in-house solution)

Item page CTR 7% A/B (in-house solution)

Results:

E-commerce leader in

Central and Eastern

Europe, a group of

companies managing 75

sites in over 20 countries.

1st week0%

50%

100%

150%

200%

250%

% - daily moving average

AD TARGETING

Business objective:

Improve the click through rate

30+ million ads served daily

Creative targeting in 2 zones of a

hub site

KPI CTR

Increase of KPI

On average 110%

Testing method

A/B (in-house solution)

Results:

Hungarian market leader in online marketing technologies.

Provides 16 billions of ads on a monthly average.

2nd week

CTR increase by Gravity

3rd week

ONLINE DATING

Business objective:

Improve the discovery, increase

the conversion of “Personal

tips” box

KPIIncrease of

KPITesting method

Banner clicks 143% A/B (in-house solution)

Number ofconversations


Upsell to premium subscription


Results:

Randivonal.hu is Hungary’s leading online dating portal with 1.000.000+ registered users (freemium model) and 800.000 daily page views.

CONSUMER GOODS

Business objective:

Improve P&G’s in-house store clustering process

Provide store recommendations for agents at store level instead of channel level

Increase revenue through recommendations

Field test now in India (2014Q2), next in China (2014Q3-4)

One of the world’s largest supplier of consumer goods

KPIIncrease of

KPITesting method

Ratio of purchased recommended goods

5–7 % Only new products can be recommended for a store (no replenishment)This means extra revenue

Revenue ratio of recommended goods

6-8%

Results:

To get back,

Turn off ’CLASSIFICED’ via

2. Deactivate by clicking off the

Pilot Scope for A/B Test

16x better CTR

24x conversion

Increase (ad reply)

PERSONALIZED RETARGETING ON 3RD PARTY WEBSITES

Increased Click-Through Rate

Gravity - personalized (%)

Gravity (average) (%)

Gravity - not personalized (%)

Jofogas (%)

7X

16.5X

2X

ABOUT INGATLAN.COM

Nr.1 real estate site

in Hungary

4 million visits per month

17% daily increase in the number of unique visitors

Top of mind real estate site in Hungary

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

1.2%

1.4%

1.6%

1.8%

3/29/2014 5/2/2014

Non-personalized (%) Personalized (%) Baseline

Popular ads for unknown visitors

Personalized offers for known visitors

GDN CAMPAIGN PERSONALIZATION

KPI CTR

Increase of KPI

(known)Up to 26x

Increase of KPI

(unknown)Up to 4x

Testing method

A/B (in-

house

solution)

Results:

CEE’s largest online real

estate advertising company

Baseline

RETARGETING IN DIFFERENT FIELDS

Increase on CTR (%, Click-Through-Rate) compared to

Advertisements without recommendation (weekly average)

0%

200%

400%

600%

800%

1000%

0 5 10 15 20 25 30 35 40 45 50

875%

340%

637%

Thank you!

www.gravityrd.com

[email protected]

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