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2017
10%
Increase
in cart conversion
<2 weeks
Time to value
8,1%
Average revenue per
customer growth
“X people looking at this”...
CONFIDENTIAL	
“FREE DELIVERY WEB LAYER” CAN BOOST CONVERSIONS BY 23%
10%
Increase
in cart conversion
<2 weeks
Time to value
8,1%
Average revenue per
customer growth
“X people looking at this”...
10%
Increase
in cart conversion
<2 weeks
Time to value
8,1%
Average revenue per
customer growth
“X people looking at this”...
convolu,onal	neural	network
CONFIDENTIAL
A	lot	of	users	watched	the	David	Fincher	
directed	movie	The	Social	Network	from	
beginning	to	end.
The	Bri,sh	version	of	“House	of	Cards”	has	
been	well	watched.
Those	who	watched	the	Bri,sh	version	“House	of	
Cards”	also	watched	Kevin	Spacey	films	and/or	
films	directed	by	David	Finch...
Netflix
House Of Cards
Britain
Kevin Spacey
Actor
David Fincher
Director
TRAILERS
NeNlix	made	10	different	cuts	of	the	trailer	for	
House	of	Cards,	each	geared	toward	different	
audiences.
A	survey	showed	that	86%	of	subscribers	are	less	
likely	to	cancel	because	of	House	of	Cards.
•  When	you	pause,	rewind,	or	fast	forward	
•  What	day	you	watch	content		
•  When	you	pause	and	leave	content	The	ra,ngs...
Average Engagement of the
experience
Thehappiestmoment
oftheexperience
GREAT AD ZONE
How we judge experience?
How we judge experience?
Emotional
Reaction
We judge an experience largely
based on how we felt at its most
intense point and at its end, rather
than based on the tot...
Not about whole experience
Emotional
Reaction
Peak-End Effect
Emotional
Reaction
Peak End
...how we felt at its most intense point and at its end.
The more intensive the peak and the more positive the end, the better the evaluation of the overall experience.
Peak-End E...
Peak-End determine not only the
enjoyment of the commercial
but alsothe positive evaluation of the
brand as well as brand ...
enjoyment of the commercial positive evaluation of the brand brand recall
Peak-End Effect
Emotional
Reaction
Peak End
Average Engagement of the
experience
Thehappiestmoment
oftheexperience
GREAT AD ZONE
Happiness curve for Kofola Ad, Fly
Emotional Anchor
- during the neutral intro scene
people are already smiling
because th...
enjoyment of the commercial positive evaluation of the brand brand recall
Peak-End Effect
Emotional
Reaction
Peak End
Emotional Anchor The Excuse Mmmm, Fofola
Fofola and Pizza
The Excuse Mmmm, Fofola
Fofola and Bone
Emotional Anchor
The Excuse Mmmm, Fofola
Fofola and Reverse Driving
Emotional Anchor
The Excuse Mmmm, Fofola
Fofola, Mr. Melon and Tennis
Emotional Anchor
The Excuse Mmmm, Fofola
Fofola, Mr. Melon and Longboard
Emotional Anchor
Average Engagement of the ad
Thehappiestmoment
ofthead
THE GREAT AD ZONE
200 respondents
18-69 
ESOMAR 
2Muse (SR)
Nielsen Admosphere (CR)
In 2 years EmotionID have tested
150 best slovak Ads for
emotions.
In 2 years EmotionID have tested
150 best slovak Ads for
emotions. Fofola ranked as #1.
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 Mer...
DATAvertising is money generator
Sales Volume 0,5l Kofola, Czech rep
Character + Data = Sales booster
Sales Volume 0,5l Kofola, Czech rep
Character + Data = Sales booster
Average Engagement of the
experience
Thehappiestmoment
oftheexperience
GREAT AD ZONE
E-commerce data story
BruneWes	VS	Blondes
BruneWes	overall	sell	beWer	than	blondes
Sales	can	double	if	a	model	touches	her	hair	
instead	of	puts	her	hand	on	her	hips
Consumers	preferred	the	commercial	that	leY	its	
models	unretouched
SPOTIFY DATA STORY
IKEA DATA STORY
Mission:	campaign	to	prove	to	shoppers	that	the	
products	were	inspired	by	the	real	world
Property portal Story
Home	construc,on	based	on	200	million	clicks	on	
its	website.
House	of	Clicks	generated	a	total	reach	of	over	218	million	
people,	with	over	600	actually	singing	up	to	buy	the	house	
w...
Visual Clothing Style with
Heterogeneous Dyadic
Co-occurrences
(convolu,onal	neural	network)
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
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Michal Pastier: Ako kombinácia dát a kreativity mení e commerce

Na Pricemania Academy Kickoff IX. sa Michal vo svojej inšpiratívnej prednáške zameral na kreativitu v online svete. Za pomoci desiatich zaujímavých príbehov ukázal hosťom ako sa dajú dáta využiť na vytvorenie niečoho špeciálneho a preraziť tak vo svete konkurencie. Hostia sa dozvedeli, že kreatívna kampaň sa dá vytvoriť pre akékoľvek odvetvie. Rovnako zaujímavá myšlienka je, že online reklama nie je len PPC. Online reklama je všetko, čo sa zdieľa na internete a preto aj zaujímavý billboard sa môže stať hitom internetu. Michal uzatvoril svoju prednášku ako aj celú oficiálnu časť Kickoffu vetou: „Dáta nie sú čísla, dáta nie sú grafy, dáta sú príbehy.“

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Michal Pastier: Ako kombinácia dát a kreativity mení e commerce

  1. 1. 2017
  2. 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. 3. CONFIDENTIAL “FREE DELIVERY WEB LAYER” CAN BOOST CONVERSIONS BY 23%
  4. 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. 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. 6. convolu,onal neural network
  7. 7. CONFIDENTIAL
  8. 8. A lot of users watched the David Fincher directed movie The Social Network from beginning to end.
  9. 9. The Bri,sh version of “House of Cards” has been well watched.
  10. 10. Those who watched the Bri,sh version “House of Cards” also watched Kevin Spacey films and/or films directed by David Fincher.
  11. 11. Netflix House Of Cards Britain Kevin Spacey Actor David Fincher Director
  12. 12. TRAILERS
  13. 13. NeNlix made 10 different cuts of the trailer for House of Cards, each geared toward different audiences.
  14. 14. A survey showed that 86% of subscribers are less likely to cancel because of House of Cards.
  15. 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. 16. Average Engagement of the experience Thehappiestmoment oftheexperience GREAT AD ZONE
  17. 17. How we judge experience?
  18. 18. How we judge experience? Emotional Reaction
  19. 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. 20. Not about whole experience Emotional Reaction
  21. 21. Peak-End Effect Emotional Reaction Peak End ...how we felt at its most intense point and at its end.
  22. 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. 23. Peak-End determine not only the enjoyment of the commercial but alsothe positive evaluation of the brand as well as brand recall.
  24. 24. enjoyment of the commercial positive evaluation of the brand brand recall Peak-End Effect Emotional Reaction Peak End
  25. 25. Average Engagement of the experience Thehappiestmoment oftheexperience GREAT AD ZONE
  26. 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. 27. enjoyment of the commercial positive evaluation of the brand brand recall Peak-End Effect Emotional Reaction Peak End
  28. 28. Emotional Anchor The Excuse Mmmm, Fofola Fofola and Pizza
  29. 29. The Excuse Mmmm, Fofola Fofola and Bone Emotional Anchor
  30. 30. The Excuse Mmmm, Fofola Fofola and Reverse Driving Emotional Anchor
  31. 31. The Excuse Mmmm, Fofola Fofola, Mr. Melon and Tennis Emotional Anchor
  32. 32. The Excuse Mmmm, Fofola Fofola, Mr. Melon and Longboard Emotional Anchor
  33. 33. Average Engagement of the ad Thehappiestmoment ofthead THE GREAT AD ZONE
  34. 34. 200 respondents 18-69 ESOMAR 2Muse (SR) Nielsen Admosphere (CR)
  35. 35. In 2 years EmotionID have tested 150 best slovak Ads for emotions.
  36. 36. In 2 years EmotionID have tested 150 best slovak Ads for emotions. Fofola ranked as #1.
  37. 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. 38. DATAvertising is money generator
  39. 39. Sales Volume 0,5l Kofola, Czech rep Character + Data = Sales booster
  40. 40. Sales Volume 0,5l Kofola, Czech rep Character + Data = Sales booster
  41. 41. Average Engagement of the experience Thehappiestmoment oftheexperience GREAT AD ZONE
  42. 42. E-commerce data story
  43. 43. BruneWes VS Blondes
  44. 44. BruneWes overall sell beWer than blondes
  45. 45. Sales can double if a model touches her hair instead of puts her hand on her hips
  46. 46. Consumers preferred the commercial that leY its models unretouched
  47. 47. SPOTIFY DATA STORY
  48. 48. IKEA DATA STORY
  49. 49. Mission: campaign to prove to shoppers that the products were inspired by the real world
  50. 50. Property portal Story
  51. 51. Home construc,on based on 200 million clicks on its website.
  52. 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. 53. Visual Clothing Style with Heterogeneous Dyadic Co-occurrences
  54. 54. (convolu,onal neural network)

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