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MastersGate Ecommerce Summit 2018 - Automatizácia a AI v online marketingu - hacknite vaše exportné kampane

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Pavol Adamčák & Samuel Ondrišák, ui42 digital
https://www.mastersgate.com/ecommerce-summit

Publicado en: Marketing
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MastersGate Ecommerce Summit 2018 - Automatizácia a AI v online marketingu - hacknite vaše exportné kampane

  1. 1. Automation & AI Internet marketing export Pavol Adamčák Co-founder ui42 digital Samuel Ondrišák PPC team lead Ui42 digital
  2. 2. ekosystém
  3. 3. e-commerce Export partner
  4. 4. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Klíčový Agency of Tomorrow
  5. 5. Adwords et Attribution - 25.01.2018& Coora
  6. 6. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential What is machine learning?
  7. 7. Proprietary + Confidential Buzz words: Optimization: Automatic or manual process for improving functionality based on a set of inputs. Automation: Using a computer to perform repetitive trivial but time consuming tasks quickly. Artificial Intelligence: Broad term for getting computers to perform human tasks; the science of making things smart. Machine Learning: A method of AI in which algorithms are used to autonomously learn from data and information - teaching a computer to recognize and learn from patterns by example rather than explicit rule-based programming. Deep Learning: A technique of machine learning where algorithms are arranged in layers that mimic the human brain, learning patterns of patterns.
  8. 8. Confidential + Proprietary www.autodraw.com
  9. 9. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Machine Learning je “buzz word”
  10. 10. Help me faster Surprise me wherever Know me better But what customers want?
  11. 11. Speed
  12. 12. 1 Fast website Mobile
  13. 13. 19s 53% 2x Proprietary + Confidential Average time to load website on 3G 53% people leave if website doesnt’ load in 3s Publishers with web load 5s see 2X more revenue coming from mobile than those with 19s
  14. 14. Proprietary + Confidential
  15. 15. 2 Automated Campaigns
  16. 16. ...is everything ...personalization ...speed FEED/DSA ...is future ...automated ...web
  17. 17. Tools Ads Keywords “Do it 15 000 times”
  18. 18. 2 Bidding & Budgets “Riadenie kampane”
  19. 19. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Monday Tuesday Wednesday Thursday Friday 80% of time spent is dealing with manual, less strategic tasks 20% Strategic 30% 25% 25% Ads & Keywords Creation Reporting Bidding Management 20% Daily tasks
  20. 20. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Reduce time spent on repetitive tasks by 40% Impact is that 65% can be spent on Strategic work 20% -10pt 10% - 15pt 10% - 15pt Ads & Keywords Creation Reporting Bidding Management 65% +40pt Monday Tuesday Wednesday Thursday Friday Optimise one by one
  21. 21. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Go from everyday repetition to grow your... Dnes Zítra Bidding UX Reporting Atribuce Reporting Bidding UX Nové komunikační kanály Nové reklamní formáty Upper funnel targeting Akvizice Atribuce Bidding Upper funnel targeting
  22. 22. Google Smart Bidding
  23. 23. Technology with human insight
  24. 24. Daily support and control by specialists Ability to tailor Magic algorithm No set up costs Flexible campaign history usage to overcome seasonality (1-7-30-60-90-360 days) Custom attribution models (Markov, etc.) Profit margins (LTV) Magic Script bidding algorithm
  25. 25. Help me faster Surprise me wherever Know me better But what customers want?
  26. 26. Confidential + Proprietary
  27. 27. Confidential + Proprietary Global trends are against hyperstores
  28. 28. People want internet shopping to work Hyper personalizace Dostupnost produktů Zážitek
  29. 29. 90% Source: Econsultancy and Google, Marketing and Measurement Survey, n=514, marketing and measurement executives at North American companies with over $250M in revenues, March 2017 Companies that work on personalisation claim it significantly helps to grow their profits
  30. 30. Confidential + Proprietary Kontext je kľúčom k úspechu ? CZK 100CZK 100 CZK 100 CZK 100CZK 100 Žena 20-35 Záujmy: šport, varenie a jazz CZK 500 dárek pro miminko
  31. 31. Confidential + Proprietary Měřte cíle na správných metrikách Měří jen základní cenu návštěvnosti CPC Neposkytuje hodnotu zákazníka CPA Měří hodnotu z krátkodobého pohledu ROAS Měří kumulativní hodnotu pro každého zákazníka - možnost doměřovat na úrověň jednotlivce CLV
  32. 32. Confidential & Proprietary CPA ROAS Profit Revenue Value Optimized ROI and Total Profit Optimized Conversions Cost Optimized PNO (CtRR, ERS, COS) Revenue Cost Optimized Long term Profit Customer Equity Customer Lifetime Value Optimized (CLV) CPC Traffic Cost Optimized …THE HIGHER THE BETTER
  33. 33. Help me faster Surprise me wherever Know me better But what customers want?
  34. 34. Confidential + Proprietary 6 out of 10 users will finish their purchase on a different device (and 80% millennials)
  35. 35. Learn about your Audience Proprietary + Confidential Lokalita Demo
  36. 36. Proprietary + Confidential Learn about your Audience Age + Gender Day Time of Day Location Search Queries Browsing History Watch Time App Usage Demographics Videos Watched App Category Connection Sessions
  37. 37. Dynamic remarketing & RLSA
  38. 38. Help me faster Surprise me wherever Know me better Reporting
  39. 39. Miera dokončenia košíka
  40. 40. Pozor na lokálne zvyklosti: Vyžadujte Kraj spolu s PSČ PSČ bez kraja je najbežnejšie v ČR a SR V Rumunsku je bežné v košíku zadávať názov kraja namiesto PSČ
  41. 41. Merajte v čase
  42. 42. Potenciál naprieč kategóriami
  43. 43. Potenciál naprieč kategóriami Dánsko - bežne hradí poisťovňa! V objednávke nutný formulár na číslo poistenia.
  44. 44. Daily check PPC marketéra
  45. 45. ...podľa krajiny aj mkt. zdroja
  46. 46. Export tools
  47. 47. Export tips
  48. 48. bit.ly/TurboTools Export tips
  49. 49. Ďakujeme za pozornosť Köszönöm Mulțumesc pavol.adamcak@ui42.com samuel.ondrisak@ui42.com
  50. 50. Jednotna struktura

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