Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
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Transcript of Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
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2017
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10% Increase
in cart conversion <2 weeks
Time to value 8,1%
Average revenue per customer growth
“X people looking at this” notification can increase conversion by 10%
AIforA/Btes,ngop,miza,onpurchase,click,registra,on,subscrip,on,openingemails…
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CONFIDENTIAL
“FREE DELIVERY WEB LAYER” CAN BOOST CONVERSIONS BY 23%
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10% Increase
in cart conversion <2 weeks
Time to value 8,1%
Average revenue per customer growth
“X people looking at this” notification can increase conversion by 10%
“X people looking at this” notification can increase conversion by 10%
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10% Increase
in cart conversion <2 weeks
Time to value 8,1%
Average revenue per customer growth
“X people looking at this” notification can increase conversion by 10%
LOW STOCK ALERTS CAN BOOST CONVERSION BY 6,5%
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convolu,onalneuralnetwork
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CONFIDENTIAL
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AlotofuserswatchedtheDavidFincherdirectedmovieTheSocialNetworkfrombeginningtoend.
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TheBri,shversionof“HouseofCards”hasbeenwellwatched.
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ThosewhowatchedtheBri,shversion“HouseofCards”alsowatchedKevinSpaceyfilmsand/orfilmsdirectedbyDavidFincher.
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Netflix
House Of Cards Britain
Kevin Spacey Actor
David Fincher Director
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TRAILERS
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NeNlixmade10differentcutsofthetrailerforHouseofCards,eachgearedtowarddifferentaudiences.
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Asurveyshowedthat86%ofsubscribersarelesslikelytocancelbecauseofHouseofCards.
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• Whenyoupause,rewind,orfastforward• Whatdayyouwatchcontent• WhenyoupauseandleavecontentThera,ngs
given• Searches• Datawithinmovies.“screenshots”“inthe
moment”characteris,cs.volume,colors,andscenery…
• thathelpNeNlixfindoutwhatuserslike.
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Average Engagement of the experience
The
happ
iest
mom
ent
of th
e ex
perie
nce
GREAT AD ZONE
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How we judge experience?
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How we judge experience?
Emot
iona
l Re
actio
n
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We judge an experience largely based on how we felt at its most intense point and at its end, rather than based on the total sum of every moment of the experience
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Not about whole experience
Emot
iona
l Re
actio
n
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Peak-End Effect
Emot
iona
l Re
actio
n Peak End
...how we felt at its most intense point and at its end.
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The more intensive the peak and the more positive the end, the better the evaluation of the overall experience.
Peak-End Effect
Emot
iona
l Re
actio
n Peak End
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Peak-End determine not only the enjoyment of the commercial but also the positive evaluation of the brand as well as brand recall.
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enjoyment of the commercial positive evaluation of the brand brand recall
Peak-End Effect
Emot
iona
l Re
actio
n Peak End
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Average Engagement of the experience
The
happ
iest
mom
ent
of th
e ex
perie
nce
GREAT AD ZONE
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Happiness curve for Kofola Ad, Fly
Emotional Anchor - during the neutral intro scene people are already smiling because they remember the positive emotion that will come.
The excuse of the lisping dog Mmmmm, Phophola!
inte
nsity
Time (s)
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enjoyment of the commercial positive evaluation of the brand brand recall
Peak-End Effect
Emot
iona
l Re
actio
n Peak End
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Emotional Anchor The Excuse Mmmm, Fofola
Fofola and Pizza
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The Excuse Mmmm, Fofola
Fofola and Bone
Emotional Anchor
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The Excuse Mmmm, Fofola
Fofola and Reverse Driving
Emotional Anchor
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The Excuse Mmmm, Fofola
Fofola, Mr. Melon and Tennis
Emotional Anchor
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The Excuse Mmmm, Fofola
Fofola, Mr. Melon and Longboard
Emotional Anchor
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Average Engagement of the ad
The
happ
iest
mom
ent
of th
e ad
THE GREAT AD ZONE
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200 respondents 18-69
ESOMAR 2Muse (SR)
Nielsen Admosphere (CR)
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In 2 years EmotionID have tested 150 best slovak Ads for emotions.
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In 2 years EmotionID have tested 150 best slovak Ads for emotions. Fofola ranked as #1.
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2015: 8/10 1. AquaBabes Song
2. Kofola Meruňka 0,5 l: Fofola a moucha 3. Kofola Meruňka 0,5 l: Fofola a kost 3. Kofola Meruňka 0,5 l: Fofola a kost
4. Kofola Meruňka 0,5 l: Fofola a pop-up okno 5. Kofola Meruňka 0,5 l: Fofola a pizza
6. Kofola Meruňka 0,5 l: Fofola a vířivka 7. Kofola Meruňka 0,5 l: Fofola a couvání 8. Kofola Meruňka 0,5 l: Fofola a lednice
9. YouTube Rewind: Now Watch Me 2015 10. Kofola Meruňka 0,5 l: Fofola a domino
1. Nike Football Presents: The Switch ft. Cristiano Ronaldo, Harry Kane, Anthony Martial & More 2. Kofola Meloun 0,5 l: Fofola a padák 3. Semtex: Odpal to naplno – Rosenberg 4. Kofola Meloun 0,5 l: Fofola a tenis 5. Kofola Meloun 0,5 l: Jfem fpět! 6. Kofola Meloun 0,5 l: Fofola a longboard 7. Kofola Meloun 0,5 l: Fofola a houpačka 8. Probuďte se: Héééééééj 9. Zvedni hlavu 10. Volvo V90 – ”Prologue” feat. Zlatan Ibrahimović
2016: 5/10
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DATAvertising is money generator
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Sales Volume 0,5l Kofola, Czech rep
Character + Data = Sales booster
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Sales Volume 0,5l Kofola, Czech rep
Character + Data = Sales booster
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Average Engagement of the experience
The
happ
iest
mom
ent
of th
e ex
perie
nce
GREAT AD ZONE
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E-commerce data story
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BruneWesVSBlondes
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BruneWesoverallsellbeWerthanblondes
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Salescandoubleifamodeltouchesherhairinsteadofputsherhandonherhips
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ConsumerspreferredthecommercialthatleYitsmodelsunretouched
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SPOTIFY DATA STORY
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IKEA DATA STORY
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Mission:campaigntoprovetoshoppersthattheproductswereinspiredbytherealworld
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Property portal Story
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Homeconstruc,onbasedon200millionclicksonitswebsite.
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HouseofClicksgeneratedatotalreachofover218millionpeople,withover600actuallysinginguptobuythehousewhenithitsthemarket.
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Visual Clothing Style with Heterogeneous Dyadic
Co-occurrences
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(convolu,onalneuralnetwork)
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