SPRINGTAB @szantopeter ● blog.szanto.co
Capitalize on social data to improve your bottom line PODIM 2017
Péter ● Szántó +36 30 222 9269 ● [email protected] ● @szantopeter
springtab.com ● blog.szanto.co
SPRINGTAB @szantopeter ● blog.szanto.co
Capitalize on social data to improve your bottom line PODIM 2017
I know that half of my advertising dollars
are wasted. I just don’t know which half.- Henry Procter, Procter & Gamble
Péter ● Szántó +36 30 222 9269 ● [email protected] ● @szantopeter
springtab.com ● blog.szanto.co
SPRINGTAB @szantopeter ● blog.szanto.co
PROBLEM FOR THE
B R A N D
SPRINGTAB
PROBLEM FOR THE
B R A N D
1.79B+ user on
1% organic Page Fan REACH
less than
Low ROI
Unreachable Audience
Unknown Customer Interests
Unaccessible Data
SPRINGTAB
SPRINGTAB @szantopeter ● blog.szanto.co
How to provide the best User Experience?
Give every visitor what they want?
@szantopeter ● blog.szanto.co
SPRINGTAB @szantopeter ● blog.szanto.co
How to provide the best User Experience?
Get to know your customers
on a deeper level
Give every visitor what they want?
Give every visitor what they want?
@szantopeter ● blog.szanto.co
SPRINGTAB @szantopeter ● blog.szanto.co
Get to know your customers
on a deeper level
Give every visitor what they want?
Give every visitor what they want?
Give every visitor what they want?
Everybody wants di!erent things…
The key is personalization.
@szantopeter ● blog.szanto.co
SPRINGTAB @szantopeter ● blog.szanto.co
Get to know your customers
on a deeper level
Give every visitor what they want?
Give every visitor what they want?
Give every visitor what they want?
Everybody wants di!erent things…
The key is personalization.
@szantopeter ● blog.szanto.co
SPRINGTAB @szantopeter ● blog.szanto.co
SPRINGTAB @szantopeter ● blog.szanto.co@szantopeter ● blog.szanto.co
SPRINGTAB @szantopeter ● blog.szanto.co
ACQUISITION Traffic
ACTIVATION Landing Page
RETENTION Newsletter + Visit
REFERRAL Share
REVENUE Cart
Where is the real problem?@szantopeter ● blog.szanto.co
SPRINGTAB
ACQUISITION Traffic
ACTIVATION Landing Page
RETENTION Newsletter + Visit
REFERRAL Share
REVENUE Cart
@szantopeter ● blog.szanto.co
SPRINGTAB
ACQUISITION Traffic
ACTIVATION Landing Page
RETENTION Newsletter + Visit
REFERRAL Share
REVENUE Cart
@szantopeter ● blog.szanto.co
SPRINGTAB @szantopeter ● blog.szanto.co
DATA
SPRINGTAB @szantopeter ● blog.szanto.co
3 levels of dataAnswering the WHYs.
SPRINGTAB @szantopeter ● blog.szanto.co
3 levels of data
PURCHASEEasy to measure and understand. It shows us how
many product did you sell last month or how many
subscribers do you have.
SITE AND APP ACTIVIT Y
It shows us how many visitors did you have last month.
Easy to measure with tools like Google Analytics, but
it’s completely anonym.
SOCIAL ACTIVIT YWith the implementation of the Social Layer we can
answer the WHYs of the customers, using data like
interests, favorite music or activities.
Answering the WHYs.
SPRINGTAB Pareto, Vilfredo; Page, Alfred N. (1971), Translation of Manuale di economia politica ("Manual of political economy"), A.M. Kelley, ISBN 978-0-678-00881-2
SPRINGTAB
80% of the e!ects come from 20% of the causes
Pareto, Vilfredo; Page, Alfred N. (1971), Translation of Manuale di economia politica ("Manual of political economy"), A.M. Kelley, ISBN 978-0-678-00881-2
SPRINGTAB @szantopeter ● blog.szanto.co
SPRINGTAB
80% of the pro"ts come from 20% of the customers
@szantopeter ● blog.szanto.co
SPRINGTAB
PAID MEDIA
OWNED MEDIA
Hírlevél kampányok
Coming soon pageLanding page
Google Adwords, Facebook Ads,
Retargeting
RETENTION | POSSIBLE WAYS YOUR CUSTOMERS WILL COME BACK TO YOUR SITE
YOUR WEBSITE
Purchase
Sign up, Participation
ACTIVATION
@szantopeter ● blog.szanto.co
SPRINGTAB @szantopeter ● blog.szanto.co
On-site Tools Face Cold Start Problem
Social Data is Available Instantly
Gender
Likes
Relationship status
Work history
Age
All the SSO DataNot Enough Data10 Pages Views Needed
0-10 visits
10< visits
Location
On-site + Social = Jackpot
After a while
Contextual Behavioral
Data
FIRST TIME VISIT
TARGET PRECISION
EXTRAPOLATION
Search quieries
Page Views
Past Purchases
Impressions
DeviceBrowser
Cart actions
Clicks
First visit
Instantly
On-site vs. Social DataWhat is the difference between working
with Recommendation Engines and
Social Data? Solving the Cold Start
Problem!
You get a quality information on
visitors without any historical track record in your database!
Pro tip: Extrapolate data sets together
and you will hit the Jackpot!
SPRINGTAB Pareto, Vilfredo; Page, Alfred N. (1971), Translation of Manuale di economia politica ("Manual of political economy"), A.M. Kelley, ISBN 978-0-678-00881-2
'Broadband and White Sand’ 'Millionaire Chameleon’ 'The 4-Hour Workweek
SPRINGTAB @szantopeter ● blog.szanto.co
Top 10 Facebook LikeUSE CASE E X AMPLE
Total Number of Users in Research: 450,046
EVERY CATEGORY
Samsung HungaryWeather PictureTesco Hungary
YouTubeFamily Guy
FacebookDavid Guetta
Bónusz BrigádMa este Színház
Telekom HU
0% 10% 20% 30% 40%
11%12%13%14%
16%17%
22%24%
27%34%
TOP 5 MUSIC
David Guetta
Vin Diesel
Adam Sandler
Eminem
Will Smith
0% 5,5% 11% 16,5% 22%
16%
18%
20%
21%
22%
SPRINGTAB @szantopeter ● blog.szanto.co
480/20 TIP
SPRINGTAB
TRACKING PIXEL
ON THE BEST CUSTOMERS
SPRINGTAB @szantopeter ● blog.szanto.co
SPRINGTAB
R-F-M RULE RECENTLY
FREQUENTLY
MONEY .
SPRINGTAB @szantopeter ● blog.szanto.co
SPRINGTAB http://www.chicagobooth.edu/capideas/nov08/4.aspx
REWARDS MAY INCREASE 20% OR MORE
SPRINGTAB @szantopeter ● blog.szanto.co
SPRINGTAB
CHURN THE LOWER 20%
SPRINGTAB @szantopeter ● blog.szanto.co
SPRINGTAB
SPRINGTAB
IN ONE SENTENCE
My vision is to bring brands and
customers closer with a data-driven
understanding.
Brand Awareness
Churn
Loyalty