The document summarizes Httpool's capabilities in leveraging big data and predictive models for digital marketing. It discusses how Httpool establishes scalable data warehouses that merge data from various online and offline sources to provide automated reporting and insights. This enables clients across various industries to make optimized marketing decisions in real-time. Case studies are presented on how Httpool has helped digital TV, e-commerce, telecom and FMCG clients improve performance through big data solutions.

1. SEMPL Conference
Leveraging Big Data and Predictive Models to outperform in digital marketing
November, 2017

2. HTTPOOL at a glance
2
Austria
Slovenia
Croatia
Russia
Ukraine
Poland
Romania
Czech Rep
India
Hong Kong
Hungary
Serbia
Bulgaria
Kosovo
Macedonia
Greece
The Baltics
(3 Markets)
Switzerland
Slovakia
Bosnia
Finland
Sweden
Httpool offices
Markets covered
Httpool has established a leading Central and Eastern European Ad Network position
21
Markets
180
Digital
specialists
9,000
Campaigns
3,100+
Publisher
s

3. 3

5. Data driven decision making
Measurable objectives and
targets
Centralised data
gatheringData driven
decisions

6. • Predict the future
• Merge online and offline data
• Big data transformed into focused and actionable
insights
• Faster reporting and decision making process
• More efficient and effective budget management
• KPI comparison between countries, brands, campaigns
and channels with no effort
• Tracking and reporting real time
• Accelerated adoption rates
• Significantly higher efficiency and effectiveness
Why we shall care about the data?

7. Customised solutions for every department
Footwall per store
Average check
Average check per store
Check count
Shelf life
Stock availability
Stock predictions
Category performance
Product and service performance
Purchase funnel tracking
Timed – hrs, days, weeks months, years
ROI / ROAS
CPA
Revenues
Best converting channels
Conversion rate
Marketing cost
Campaign efficiency
Channel performance
Online and Offline
Creative solution performance
GRPs
CPC
CPM
CPA
CTR
Marketing
Logistics
Sales

8. Steps for approaching big data project are usually divided in to 5
phases:
1. Connect to the data sources. Anything what is digital.
2. Prepare the data and process it. Blend, merge, ingest, calculate,
query.
3. Visualise the data. For different scenarios, functions and
objectives.
4. Engage with the data. Slice, split, compile, export, comment,
make annotations.
5. Optimise. Make data driven decisions to optimise the marketing
and business performance.
Big Data project steps

9. Big data solutions are aimed to provide you with live, actionable insights to understand key drivers of global
marketing, crucial business activities and automate the reporting.
Full stack
Cross-channel / device
DSP and SSP
Big data - full scope
Social and
programmatic
APIs
Data
warehouses
AI and
Machine learning
Data
Visualisations
Hadoop, SQL,
Data integrations
Prediction and automatisation
algorithms
Meaningful and actionable
design

10. Example infrastructure setup

11. 11
Precise targeting and micro-segmentation
• Micro-audience segments + targeting
= best match
• Tailored messages = highest efficiency
and effectiveness
• Real time manual and automated
optimisations
We use Big Data analysis and customer profiling
to better understand target audience, provide to
them as relevant message as possible.
Customer profiling Micro-segmentation
AD RELEVANCY
REACH ON TARGET GROUP

12. Online media channels - real time data Web statistics - real time data CRM and sales data - periodic manual upload
Revenue
Product performance
Website visits
PDF and offer views
Best performing media channels
Demographics
Visitors and customers profiling
Offline media data
Offline sales data
Bookkeeping data
Other offline data
Econometrics
Ratings
Media spent
Reach and awareness
Clicks to website
Social data
Video views
Other media metrics
Connect to data sources

13. People analytics and personalised marketing

14. Importance of purchase funnel

15. Clients and cases

16. 16
Business challenge
• Drive revenues and ROI at scale
• Predict the future profitability and ROI
• Improve decision making process
• Completely automate the reporting and get rid of manual data entry
Scalable Hadoop and BigQuery driven data
warehouse
21+ APIs blended in to single data warehouse. 6
APIs - Facebook, Adwords, Google analytics,
DoubleClick, Google sheets (ATL data), Search
console, CRM
Completely automated reporting and marketing
Intelligence site
Large mobile app developers

17. 17
Scalable Hadoop and BigQuery driven data
warehouse
21+ APIs blended in to single data warehouse. 6
APIs - Facebook, Adwords, Google analytics,
DoubleClick, Google sheets (ATL data), Search
console, CRM
Completely automated reporting and marketing
Intelligence site
Large mobile app developers

18. 18
Scalable Hadoop and BigQuery driven data
warehouse
21+ APIs blended in to single data warehouse. 6
APIs - Facebook, Adwords, Google analytics,
DoubleClick, Google sheets (ATL data), Search
console, CRM
Completely automated reporting and marketing
Intelligence site
Digital TV client in Europe

19. 19
Scalable Hadoop and BigQuery driven data
warehouse
21+ APIs blended in to single data warehouse. 6
APIs - Facebook, Adwords, Google analytics,
DoubleClick, Google sheets (ATL data), Search
console, CRM
Completely automated reporting and marketing
Intelligence site
Digital TV client in Europe

20. 20
Scalable Hadoop and BigQuery driven data
warehouse
21+ APIs blended in to single data warehouse. 6
APIs - Facebook, Adwords, Google analytics,
DoubleClick, Google sheets (ATL data), Search
console, CRM
Completely automated reporting and marketing
Intelligence site
Technology brand EMEA

21. 21
Scalable Hadoop and BigQuery driven data
warehouse
21+ APIs blended in to single data warehouse. 6
APIs - Facebook, Adwords, Google analytics,
DoubleClick, Google sheets (ATL data), Search
console, CRM
Completely automated reporting and marketing
Intelligence site
E-commerce brand in Russia

22. 22
Scalable Hadoop and BigQuery driven data
warehouse
21+ APIs blended in to single data warehouse. 6
APIs - Facebook, Adwords, Google analytics,
DoubleClick, Google sheets (ATL data), Search
console, CRM
Completely automated reporting and marketing
Intelligence site
E-commerce brand in Russia

23. 23
Business challenge
• Improve decision making process
• Completely automate the reporting and get rid of manual
data entry
• Merge different data source types together - media
channels, CRM, Online database, ATL data
Httpool solution
Scalable Hadoop and BigQuery driven data
warehouse
21+ APIs blended in to single data warehouse. 6
APIs - Facebook, Adwords, Google analytics,
DoubleClick, Google sheets (ATL data), Search
console, CRM
Completely automated reporting and marketing
Intelligence site
Digital TV client in Europe

24. 24
Business challenge
• Merge data from online and retail business channels
• Introduce data driven decision flow
• Completely automate the reporting and get rid of manual
data entry
• Near to real time performance campaigns optimisations
Httpool solution
Direct API driven
Multi-dimensional database architecture
Completely automated reporting and marketing
Intelligence site
E-commerce client in Nordics

25. 25
Business challenge
• 30+ Online media accounts
• While real time performance focused, data gathered
manually or semi-manually
• Completely automate the reporting and get rid of manual
data entry
• Near to real time performance campaigns optimisations
Httpool solution
Scalable Hadoop and BigQuery driven data
warehouse
Multi-dimensional database architecture
Completely automated reporting and marketing
Intelligence site
Telco client in Hong Kong

26. 26
Business challenge
• 30 Facebook ads accounts and 30 Fan pages in CEE
• Different agencies, reporting templates and routines
• Not possible to oversee both global and local picture
• Allot of manual effort needed to compile internal social
reports
Httpool solution
Scalable Hadoop and BigQuery driven data
warehouse
60+ APIs blended in to single data warehouse
Completely automated reporting and marketing
Intelligence site
Reports online or by the email
Flexible exporting capabilities
FMCG client CEE

27. CONTACT
Head of Performance and Big Data Division
E: ivanovas@httpool.com
Marius Ivanovas