Michal Pastier: Ako kombinácia dát a kreativity mení e commerce

1. 2017

2. 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% AI for A/B tes,ng op,miza,on purchase, click, registra,on, subscrip,on, opening emails…

3. CONFIDENTIAL “FREE DELIVERY WEB LAYER” CAN BOOST CONVERSIONS BY 23%

4. 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%

5. 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%

6. convolu,onal neural network

7. CONFIDENTIAL

8. A lot of users watched the David Fincher directed movie The Social Network from beginning to end.

9. The Bri,sh version of “House of Cards” has been well watched.

10. Those who watched the Bri,sh version “House of Cards” also watched Kevin Spacey ﬁlms and/or ﬁlms directed by David Fincher.

11. Netﬂix House Of Cards Britain Kevin Spacey Actor David Fincher Director

12. TRAILERS

13. NeNlix made 10 diﬀerent cuts of the trailer for House of Cards, each geared toward diﬀerent audiences.

14. A survey showed that 86% of subscribers are less likely to cancel because of House of Cards.

15. •  When you pause, rewind, or fast forward •  What day you watch content •  When you pause and leave content The ra,ngs given •  Searches •  Data within movies. “screen shots” “in the moment” characteris,cs. volume, colors, and scenery… •  that help NeNlix ﬁnd out what users like.

16. Average Engagement of the experience Thehappiestmoment oftheexperience GREAT AD ZONE

17. How we judge experience?

18. How we judge experience? Emotional Reaction

19. 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

20. Not about whole experience Emotional Reaction

21. Peak-End Effect Emotional Reaction Peak End ...how we felt at its most intense point and at its end.

22. The more intensive the peak and the more positive the end, the better the evaluation of the overall experience. Peak-End Effect Emotional Reaction Peak End

23. Peak-End determine not only the enjoyment of the commercial but alsothe positive evaluation of the brand as well as brand recall.

24. enjoyment of the commercial positive evaluation of the brand brand recall Peak-End Effect Emotional Reaction Peak End

26. 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! intensity Time (s)

27. enjoyment of the commercial positive evaluation of the brand brand recall Peak-End Effect Emotional Reaction Peak End

28. Emotional Anchor The Excuse Mmmm, Fofola Fofola and Pizza

29. The Excuse Mmmm, Fofola Fofola and Bone Emotional Anchor

30. The Excuse Mmmm, Fofola Fofola and Reverse Driving Emotional Anchor

31. The Excuse Mmmm, Fofola Fofola, Mr. Melon and Tennis Emotional Anchor

32. The Excuse Mmmm, Fofola Fofola, Mr. Melon and Longboard Emotional Anchor

33. Average Engagement of the ad Thehappiestmoment ofthead THE GREAT AD ZONE

34. 200 respondents 18-69 ESOMAR 2Muse (SR) Nielsen Admosphere (CR)

35. In 2 years EmotionID have tested 150 best slovak Ads for emotions.

36. In 2 years EmotionID have tested 150 best slovak Ads for emotions. Fofola ranked as #1.

37. 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

38. DATAvertising is money generator

39. Sales Volume 0,5l Kofola, Czech rep Character + Data = Sales booster

40. Sales Volume 0,5l Kofola, Czech rep Character + Data = Sales booster

42. E-commerce data story

43. BruneWes VS Blondes

44. BruneWes overall sell beWer than blondes

45. Sales can double if a model touches her hair instead of puts her hand on her hips

46. Consumers preferred the commercial that leY its models unretouched

47. SPOTIFY DATA STORY

48. IKEA DATA STORY

49. Mission: campaign to prove to shoppers that the products were inspired by the real world

50. Property portal Story

51. Home construc,on based on 200 million clicks on its website.

52. House of Clicks generated a total reach of over 218 million people, with over 600 actually singing up to buy the house when it hits the market.

53. Visual Clothing Style with Heterogeneous Dyadic Co-occurrences

54. (convolu,onal neural network)