Gabriel Hughes, Metageni: How do algorithms unlock the power within customer data?

Gabriel Hughes, Metageni speaks at ADV Future of Media Event in Moscow, November 15th 2017

Transcript

1. How do algorithms unlock the power within customer data?
2. Algorithms can leverage your data to scale personalised relationships with your customers
3. What is your attribution algorithm? How do you know what each customer interaction really worth? Sales Brand Search Generic Search Email Display
4. The new data driven attribution Searches Clicks Display Organic Brand Social Views Machine Learning Predictive Algorithm Affiliates Sales Unlock the potential in your customer interaction data
5. The new customer analytics o Machine-learning has progressed o Scaled computing is cheaper o You have massive customer data o Algorithms can be trained on this data o This unlocks new optimisation opportunities
6. Every customer relationship is unique Every business is unique So every algorithm should be unique
7. o Youth mobile brand owned by Telefonica o Goal to unite brand and performance marketing within an ML attribution model o Social media plays a major role o Member to member referrals a key driver o Journeys involve lots of comparisons driven by handset brand preference
8. o Online travel agency - very tech focussed o Search, email and programmatic display o Travel has a long research phase o Model influencing and returning channels o Cross device tracking a major challenge
9. o Global legal and commercial research o The customer journey goal is not sales! o Users seek information so we model this o Survey – was your session successful? o KPI is a ML prediction of session success
10. The benefits of customer journey analytics for attribution Impact Uplift estimates from published attribution case studies generally over 30% + improvements in ROI metrics Adoption Recent surveys show around 50% of brands still use last click attribution, with first touch the most popular alternative Challenges Data silos Lack of tools Cross platform & cross channel issues Lack of talent Application Strategic Marketing investment and ROI Tactical Adtech optimisation Operational Predictive models can be used to target customers
11. They are your customers Every interaction is a data point you can learn from Algorithms are your route to a deeper relationship
12. thank-you gabe@metageni.com