Michal Pastier: Ako kombinácia dát a kreativity mení e commerce
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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. 2017
- 9. 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…
- 10. CONFIDENTIAL “FREE DELIVERY WEB LAYER” CAN BOOST CONVERSIONS BY 23%
- 11. 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%
- 12. 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%
- 17. CONFIDENTIAL
- 23. A lot of users watched the David Fincher directed movie The Social Network from beginning to end.
- 28. Netflix House Of Cards Britain Kevin Spacey Actor David Fincher Director
- 29. TRAILERS
- 32. • 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.
- 42. Average Engagement of the experience Thehappiestmoment oftheexperience GREAT AD ZONE
- 43. How we judge experience?
- 45. How we judge experience? Emotional Reaction
- 46. 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
- 47. Not about whole experience Emotional Reaction
- 48. Peak-End Effect Emotional Reaction Peak End ...how we felt at its most intense point and at its end.
- 49. 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
- 50. Peak-End determine not only the enjoyment of the commercial but alsothe positive evaluation of the brand as well as brand recall.
- 51. enjoyment of the commercial positive evaluation of the brand brand recall Peak-End Effect Emotional Reaction Peak End
- 52. Average Engagement of the experience Thehappiestmoment oftheexperience GREAT AD ZONE
- 55. 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)
- 56. enjoyment of the commercial positive evaluation of the brand brand recall Peak-End Effect Emotional Reaction Peak End
- 57. Emotional Anchor The Excuse Mmmm, Fofola Fofola and Pizza
- 58. The Excuse Mmmm, Fofola Fofola and Bone Emotional Anchor
- 59. The Excuse Mmmm, Fofola Fofola and Reverse Driving Emotional Anchor
- 60. The Excuse Mmmm, Fofola Fofola, Mr. Melon and Tennis Emotional Anchor
- 61. The Excuse Mmmm, Fofola Fofola, Mr. Melon and Longboard Emotional Anchor
- 62. Average Engagement of the ad Thehappiestmoment ofthead THE GREAT AD ZONE
- 63. 200 respondents 18-69 ESOMAR 2Muse (SR) Nielsen Admosphere (CR)
- 64. In 2 years EmotionID have tested 150 best slovak Ads for emotions.
- 65. In 2 years EmotionID have tested 150 best slovak Ads for emotions. Fofola ranked as #1.
- 67. 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
- 68. DATAvertising is money generator
- 69. Sales Volume 0,5l Kofola, Czech rep Character + Data = Sales booster
- 70. Sales Volume 0,5l Kofola, Czech rep Character + Data = Sales booster
- 71. Average Engagement of the experience Thehappiestmoment oftheexperience GREAT AD ZONE
- 88. IKEA DATA STORY
- 109. Visual Clothing Style with Heterogeneous Dyadic Co-occurrences