The Power of Automated

CreativityBenedict Hayes,

Managing Director

To whom it may concern,

I don’t know who you are or what you care about, but I want to sell you something, even if you don’t want it.

Dear Valued Customer,

I don’t know your name or what you care about but I’d like to sell you something.

Dear Tom,

Happy birthday! Here’s a special 20% off gift voucher for that jumper you wanted. Enjoy

The need for hyper relevance

The changing customer journey

The customer journey used to be simple!

Moment ofPurchase

Moment of Usage

Moment ofStimulus

who

out of store

remind me

sales &events

easy rewards

no stress

respond

make me look good

inspire creativity

options

recognize

help

in-store

surprises

information

help

same time

new ideals

flexibility

connection

inspiration

select

good choice

feelwelcome

feel supported

surprise savings

suggestions

save time

fix problems

flexibility

discover buy

rewardloyalty

exceptional service

suggest ideas

ask my opinion

reflect

appeal

flexibility

shop

best prices

interesting range

save time

inform

flexibility

celebrate

savings

redeem rewards

what

services

products

rewards

when

day of week

time of day

time of year

occasion

online

offline

how

lifestyle

lifestage mission

needs

segment

interests

behavior

where

fun

surprise

connect

simplify

curateeducate

delight

surprise deals

selection

suggestions

new products inform

me

reward

comment

easy search

appreciate me

unexpectedrewards

Finding the right customer, in the

right place, at the right time, with

the right message is now more

complex than ever before.

Single, expensive, must-be-flawless,mass ads

…content as proxy to users!

Gone are the days of…Gone are the days of using…

We now have a 360º view of the customer

…enter the days of data

SMARTBIG

VS

You know your consumer better than you think

Favourites

Information

Home page

Search

DiscountDepartments

% basket additions

Programmatic has revolutionised creative

Where we can feed multiple,

personalised,cost-effective ads

Complex personalization engines drive creative

Creative is now understanding the

art and science of using data and

programmatic to create a

seamless narrative of interactions

with your brand.

Wherever your customers are

I’ve been searching flights to Hawaii.

I really want a red dress!

I would like to apply for a new credit card…

Working data example: global airline

The challengesGlobal airline: top 5 for international travel worldwide

• Customised communications across all

flight routes

• Deliver smart segments based on first

party data

• Optimize towards post-click eCPA

• Cross-channel (desktop, mobile & FBX)

• Ensure flight load factors are maintained

We looked to 1st-party data to make smart decisions

Analytics & Booking

Data

Frequent Buyer Program

Passenger Name Record

(PNR)

Revenue Management System (RMS)

We found…departure date behaviours

0-1 week 1-2 weeks 2-4 weeks 4-6 weeks 6+ weeks

Decided on Purchase Purchase Consideration

Country ChannelDeparture Date

Real-time user segments

Inventory “load factor” management

Creative decisions that promote flights that are undersold.

Determine which users may be price sensitive, push unsold seats.

A B C D E F G H I J

Mumbai, India –Singapore

Dep. 29 August- Jain Food- Speedy Boarding- Extra leg room

Book Now

Now $253

PreferredDestinationsor Routes

Mumbai – LondonMumbai – SingaporeMumbai – BangkokMumbai – Paris

50%

Real-time price

Real-time availability

Exact product+ similar offers

- Departure date- +/- 1 days- Destination- Price comparisons- Product variations

Campaign Split:Departure Date

All feed into the communication engineto deliver real-time offers based on the user

Results: 8-month period

33% 14k -68%

33% more revenue

14,000 sales eCPA decreased by

68%

More brand-new customers

Performance Branding

Is creativity, as we know it, dead?

We still need the style, shape, color and size to suit

The art of rendering is still critically important!

Travel & Fashion

Creative rendering has gone micro…where the simplest of things can have the most profound effects

Consistently higher CTR, up to 10%

Green CTA

Orange CTA

Shape and size does matter

Up to 3x CTR

Multiple product image sizes

Single product image size

Summary1. Focus on the consumer2. Be smart not big3. The art can be in the data4. Always be testing5. Beware of the hippo6. Let data do the talking!

Thank You!

www.sociomantic.comBenedict HayesManaging Director, South East Asia and Indiaben.hayes@sociomantic.com