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Copyright © 2015 Criteo
The end of the funnel
Daniele BeccariHead of Travel Products
@danbec
May 2015
Copyright © 2015 Criteo
Dream
Search
Shop
Book
Go
Share
The travel cycle is well understood
5-step
PhocusWright
6-step
RockCheetah
7-step
Copyright © 2015 Criteo
The linear funnel is a myth
Copyright © 2015 Criteo
The actual funnel
Copyright © 2015 Criteo
User centric
100%
Real-time
Performance secrets
Copyright © 2015 Criteo
Privacy
regulations
ENABLERS
Copyright © 2015 Criteo
Control
Transparency
Copyright © 2015 Criteo
Privacy
regulations
Big data
engines
ENABLERS
Copyright © 2015 Criteo
Copyright © 2015 Criteo
CategoryHotels viewed
Layout
Repeat visits
Ratings
Activity
Publishers
Behavior
Length ofstay
Language6
VARIABLES AND MORE
15VARIABLES
100+VARIABLES
Travel Dates
Destination Booking Window
Copyright © 2015 Criteo
DYNAMIC MODEL
SMART BIDDING
£0.30
£1.05 £0.10
£1.00
£2.10
£2.00
£1.75
£0.40
£1.60
£0.40
£0.70£3.40
STATIC MODEL
« OLD » DISPLAY
SINGLE
PRICE
EG: £3
PRICE
PER USER
>
Copyright © 2015 Criteo
Privacy
regulations
Inventory reach
Big data
engines
ENABLERS
Copyright © 2015 Criteo
Copyright © 2015 Criteo
Privacy
regulations
Inventory reach
Big data
engines
Dynamic creative
generation
ENABLERS
Copyright © 2015 Criteo
40 000versions
6 ms
Copyright © 2015 Criteo
New and emerging performance channels
VideoEmailMobileDisplay
Copyright © 2015 Criteo
Mobile now accounts for 34%
of global online retail transactions
Source: Criteo State of Mobile Commerce – Q4
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0%
Brazil
Russia
France
Italy
Netherlands
Germany
US
Spain
UK
South Korea
Japan
Q 1 2015 Q4 2014
Global Average
34%
Asia
Western
Markets
Emerging
Markets
Copyright © 2015 CriteoCopyright © 2015 Criteo
Source: Criteo State of Mobile Commerce: US, Q1 2015
Mobile Share of Total eCommerce Transactions
Mobile shopping is across all categories
0% 5% 10% 15% 20% 25% 30% 35%
Home
Health & Beauty
Sporting Goods
Travel
Mass Merchants
Fashion & Luxury
Copyright © 2015 Criteo
Mobile bookings by travel product
13% 15% 17% 19% 21%
34%
Car Flight Rail Packages Hotels Apartments
Copyright © 2015 Criteo
More value from mobile
Android Desktop IPad
$0 $500 $1 000 $1 500 $2 000 $2 500 $3 000
Flights
Apartments
Car Rental
Cruise
Hotel
Packages
Rail
IPhone
Average booking
value by device and
category
H1 2014
worldwide
Copyright © 2015 CriteoSource : Comscore Device Essentials US 2013
8:00 AM 4:00 PM12:00 AM 4:00 AM 12:00 PM 8:00 PM
Tablet
Smartphone
Desktop
Daily share of device traffic - US
Copyright © 2015 CriteoSource: Criteo
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Android Desktop iPad iPhone
Weekly share of device traffic - US
Copyright © 2015 CriteoCopyright © 2014 Criteo
85
90
95
100
105
110
115
120
125 Mobile
Index
Desktop
Index
Mobile bookings growth
is faster than desktop
Copyright © 2015 Criteo
It is a MYTH that
you can’t target on
mobile devices
Cookies work in
mobile browser.
Mobile IDs work
in-app
Copyright © 2015 Criteo
Copyright © 2015 Criteo
Conversion rate equal to paid search
ROI up to 2x as high as paid search (1)
Performance Display
Open rate (2)
CTR (3)
Performance Email
(1): Kenshoo 2014 online retail holiday shopping report ; aggregated Criteo statistics, retail US advertisers - deduplication ratio of 50%;
(2): Criteo. Average of opened emails / emails sent
(3): Criteo. Average of clicks / openings
(4): Criteo. Results up to these performances for specific scenarios and regarding average results from advertisers
=
2xUp to x5 conversion rate (4)
Up to x10 ROI (4)
35%
34%
Copyright © 2015 Criteo
Thanks to Criteo Email, the performance of our email campaigns has never achieved such good results: we generate several hundreds of additional sales each day and have performances equivalent to service emails.”
Rachel LesageEmail Marketing ManagerAir France
+50% +20% +6%Open rate Conversion rateClick through rate
Criteo email
Copyright © 2015 Criteo
Social
Desktop
TabletMobile
Native
Brand centric view
Copyright © 2015 Criteo
Social
Desktop
TabletMobile
Native
Web
Apps Web
Apps
Win
Mac
Copyright © 2014 Criteo
Value attribution is the real challenge
How much?
Copyright © 2015 CriteoCopyright © 2015 Criteo
1.1. Exact Match2. - Accurate
3. - Privacy
compliant
2. Implied
Match- - 20% error rate
- - not privacy
compliant
Machine Learning
model guesses the
probability that two
users are the same
Uses a persistent
unique identifier eg
cookie or login
across devices
There are two technical ways to target a user
Copyright © 2015 Criteo
Cross-device hidden bookings
Scope: Criteo travel advertisers, web traffic only, on the 21% of buyers we have identified on several devices
Clicks from October 20 to November 19, sales until November 19
Deduplication parameter used when available
+60%+30%
Same desktop
conversions
Desktop clicks
Other desktop
+20%
Other mobile 10%
Same mobile
conversions
Other desktop
+50%
Other mobile 10%
Mobile clicks
Copyright © 2015 Criteo
Actual data
on more than
300 million
bookings
Get your free copy on Criteo.com
Copyright © 2015 Criteo
Get your free copy on Criteo.com
May
2015
Copyright © 2015 Criteo
Thank you
Head of Travel Products
@danbec
Daniele Beccari