mocoplexproduct introduction · 2019. 3. 11. · rtb base adexchange launched 2 0 1 5 dsp and dmp...
TRANSCRIPT
MOCOPLEX Product Introduction
2019.02
INDEX
MOCOPLEX
Company History
Products
MYSHOP
What’s MYSHOP
Benefits from MYSHOP
Collaborative Filtering Technology on MYSHOP
Key Differentiations
Case Study
Process of Application
Pricing
ADNEXT
What’s ADNEXT
User Segment Optimization for Advertising
Creative Optimization for Advertising
Keyword Optimization for Advertising
Company History
2 0 1 1MOCOPLEX Founded
2 0 1 1First SSP service Launched in Korea
2 0 1 4RTB base Ad exchange Launched
2 0 1 5DSP and DMP Launched
2 0 1 63D Mobile Rich media Product Launched
2 0 1 7MYSHOPLaunched
2 0 1 8ADNEXT Launched
Mocoplex has been recognized for its technology since its inception.We are continuing to develop various advertising products that satisfy the needs of clients and are pioneering the market.Currently, we are collaborating with domestic and foreign online advertising companies and advertisers, participating in the development of Naver Global Advertising Platform..
Online Ad Product
Development & Operation
ADNEXT
Big DataAnalysis and Application
MYSHOP
Key Products
Provide Personalized Recommendation Service based on client’s user data
Operate Online Ads through sophisticated target user segmentation
based on behaviors of client’s site visitors
MYSHOP Personalized Recommendation Service
Even if you visit the same site, each visitor has different interests in shopping.MYSHOP uses individual log data collected from client’s site to identify individual interests and recommend personalized products for visitors.
Visitors interested in Beauty and Cosmetics
What’s MYSHOP
Visitors interested in Food and Beverage
Suggest relevant products by analyzing visitor’s behavior
Recommend products based on recent interest products of visitor
Drive purchase through high relevant product proposal
Benefits from MYSHOP
MYSHOP can increase site retention and purchase rate by recommending products that are hlghly relevant to visitor’s interests on Real-time basis
Filter various product information based on visitor’s behavior
Propose products that visitors are most likely to buy
Increase purchase and revisit driven by high quality product proposal
Collaborative Filtering Technology on MYSHOP
Collaborative Filtering algorithm on MYSHOP recommends products based on data from other visitors who are similar to the product of interest to the visitor or who are similar in tendency to the visitor
Product Base Filtering
Filter products that show similar viewed or purchased trend
User Base Filtering
Filter visitors who have similar view or purchase behavior
“similar products that responded to visitors”Visitor + Product
“similar products with responded products”
“Similar products associated with the query”
Product + Product
Product + Keyword
Key Differentiations
MYSHOP can Identify associations in various directions based on user behavior and expose custom-tailored items.Also, MYSHOP recommends items using non-identifiable personal information in the mobile app as well as web.
USER BY PRODUCT
Based on real-time and historical data, MYSHOP recommends products that reflect visitor’s interests.Every time users visit client’s site and view products, MYSHOP exposes highly relevant items on client’s site to drive purchases.
PRODUCT BY PRODUCT
MYSHOP exposes products that are similar to the viewed products to drive additional purchases and searches for customers.MYSHOP filters products based on user’s actions and recommend them as viewed or purchased items.
Search Result Page Optimization for inflow traffic
Keyword by product
MYSHOP recommends Keywords and products which are highly relevant with a product searched by analyzing user behaviors on each KeywordEven if they are inflow traffic from external Keyword advertisements, MYSHOP provides personalized Search Result Pages for each user by recommending products to decrease user attrition rate and drive sales
KEYWORD BY PRODUCT / KEYWORD BY KEYWORD
In-site Search Result Optimization
Expose highly relevant Keywords and Products Maximize your advertising efficiency and make a purchase by providing personalized Search Result pages through keywords and product recommendations with high relevance to inflow traffic
Keyword by keyword
PRODUCT BY KEYWORD
MYSHOP can attract users to navigate Product Detail Pages through exposing related keywords which has a high relevancy to user queries or many user actions.
Expose highly relevant keywords
Related Keyword extraction method
Recommend Keywords based on the products that visitors actually linked to, not just expose keywords that is similar in text to the product name
Related Keywords on Product Result Page
BEST PRODUCT BY CATEGORY
MYSHOP intuitively exposes Best products of various product groups at a glance by recommending Best products for each categoryThe Best product can be determined by the client's request, such as a product with a high purchase frequency or a product with a high frequency of exposure.
Product recommendation from other category
CROSS - CATEGORY
MYSHOP recommends other products in other categories that have a high relevance to viewed products to increase user retention and purchase efficiency.
Not only one-piece dress on one-piece dress product detailed page,Skirt category products with high relevance to the product are also recommended
Increase exposure to unintended consequences of search results based on text matching
Search results based on regular text matching are more likely to reveal unintended results.MYSHOP drives purchase conversion by first exposing most viewed items to Search Result Pages.
Search Result Page Optimization
Search Result Page before MYSHOP applied Search Result Page Optimization with MYSHOP
List most viewed products separately prior to other products in search results
1월 2월 3월
2016 2017
1월 2월 3월
2016 2017
Clicks Sales
Clicks to Product Detailed Pages increased by 22% and Sales by 25% year over year when applied.
MYSHOP Case Study / Company “H”
Jan Feb Mar Jan Feb Mar
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
상품클릭수 구매건수
10.91%
12.14%
12.37%
11.48%12.11%
11.91%
11.70%
11.93%11.32
10.7%
11.2%
11.34%
11.38%
11.86%
13.41%
13.16%
7.56%
8.16%
8.19%
7.02%
7.14%
7.99%
7.31%7.72%
7.32%
7.78%
7.32% 6.46%7.02% 7.2%
9.09% 9.01%
Source: Internal tracking report, November 2015 (Right after MYSHOP applied)
MYSHOP Share of Total
MYSHOP Case Study / Company “H”
Max 13.5% of total Clicks and max 9% of total Sales generated from MYSHOP recommendation module
Clicks Sales
Sales per purchaser
MYSHOPapplied
Sales per visitor increased up to 116% based on the same day before and after MYSHOP appliedSales per purchaser increased 22% on average after MYSHOP applied.
Sales per visitor
월요일 화요일 수요일 목요일 금요일 토요일 일요일
MYSHOP Case Study / Company “D”
Mon Tue Wed Thurs Fri Sat Sun
Search Result Page
Keyword (Keyword by keyword)Keyword (Product by keyword)
Main Page
Product RecommendationKeyword Recommendation
Best Product Recommendation
Product Page
Product RecommendationKeyword (Product by keyword)
Cross-Category RecommendationBest Product Recommendation
Suggestion to Apply MYSHOP
Cart/Buy Page
Product RecommendationCross-Category Recommendation
MYSHOP suggests to get visitors to take action on a page-by-page basis to increase site retention and purchase conversion.
When users visit the site, they show the items they are interested in on
the first screen to induce the details page.
Users are continuously exposed to highly related products, keywords,
categories to lead to additional product search or purchase.
Users have Search experience to find products and keywords closely to their current needs very quick.
User have recommended items with high relevance to purchased
items in various categories.
Publication
Apply recommendation UI in the site
Contract
Bind the contract based on MYSHOP pricing model
Script Implementation
Implement log collection script to analyze visitor
behavior
Performance Check
Track increase of traffic and revenue from
Recommendation service
Process to Apply MYSHOP
1. CPS (Cost per Sales)
ex) In case of 7,500,00 PVs generated from recommendation modules, Fee will be 3,750,000KRW(3,000,000+(7,500,000-5,000,001)*0.3KRW, Rounding applied)
PV (From) PV (to) Unit Price (KRW) Max Price (KRW) Note
0 1,000,000 0.80 800,000 Fixed 800K KRW under 1M PV
1,000,001 2,000,000 0.70 1,500,000
2,000,001 3,000,000 0.60 2,100,000
3,000,001 4,000,000 0.50 2,600,000
4,000,001 5,000,000 0.40 3,000,000
5,000,001 0.30 3,000,00+alpha Fixed 0.3KRW/PV over 5M PV
MYSHOP Pricing
2. PV Base Pricing
- 2% Fee on Revenue generated from recommendation modules
Clicks to Product Detailed Pages increased by 22% and Sales by 25% year over year when applied.
- Page views generated from clicks of recommendation modules
MYSHOP Representative Clients
ADNEXT Online Targeting Ads
ADNEXT is a targeting Ad product that can use log data collected by MYSHOP as an external advertisement.MYSHOP script can contain an One Tag to apply the script and SDK interworking of various channels at once to provide convenience in campaign operation and result analysis.
FB Ad manager
One Tag Implementation Track Performance
Google Ads
Script: Web
SDK: App
Mocoplex DSP
What’s ADNEXT
Run Campaign in various channels
One time implementation of One-Tag eliminates publishers scripts or SDKs integration like GDN, FB and Kakaoindividually on the sites
One dashboard tracks all of campaign performance results and enables to compare performance results between media channels.
ADNEXT Optimization for User Segmentation
ADNEXT optimizes user segmentation by analyzing user's action through user data collected from advertiser site.It can be used for new user acquisition or remarketing campaign by matching users on Facebook, GDN and so on.
Visit Viewed Cart Buy
Enables to collect optimized user segment by filtering the
parameters according to user actions occurring within the site
Client Ad Platform Segment Uses
Optimized user segments can be used for the
combination of targeting options provided by the
advertising platform for sophisticated user targeting
Segment Optimization Segment Uses
ADNEXT Optimization for Ad Creatives
ADNEXT supports Ad creatives production by extracting BEST products with high purchase possibility through internal data analysis. ADNEXT also supports the creation of HTML5-formatted creatives to increase ad attention and efficiency with dynamic Ad impressions.
Utilize the BEST products extracted from website log data analysis for
dynamic remarketing campaigns during creative production process
Creative Optimization
HTML5 Dynamic Creative Sample:http://gapping.co.kr/TestAnimate/hestagSample/adSection.html
Related Keyword (Existing) Related Keyword (ADNEXT)
ADNEXT Optimization for Search Engine Marketing
ADNEXT extracts highly relevant related keywords to run SEM campaigns by using MYSHOP Keyword recommendation algorithm.For SEM, It provides a set of keywords which have higher ROAS based on users’ actions and purchases behavior analysis.
Ad operators use keywords which were provided within
the advertising platform as related keywords for keyword
biding
The possibility of inefficient budget spent exists due to
filter and bid keywords after running a SEM campaign by
using a number of related keywords manually
By analyzing internal data, it is possible to extract
keywords with high probability of purchasing, and to filter
out keywords that are not efficient in the first place
without conducting test advertising
Ad operators can Identify keywords with high ROAS in
advance to enable efficient budgeting for SEM campaigns