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Ander Orcasitas, GM APACDynamic Yield
MARKETING TO TODAY’S
CUSTOMER
Traffic Acquisition For every $92 spent acquiring customers
Your CMS Just $1 is spent converting them
CURRENT MARKETING SPEND DISTRIBUTION
Average User
Location: Indonesia
Previous Purchases: 5
Average Order Value: IDR52,000
Average phone: Mid screen res. (Android)
User 1
Location: Jakarta
Previous Purchases: 3
Average Order Value: IDR83,000
Phone: High screen res. (iOS)
User 2
Location: Papua
Previous Purchases: 7
Average Order Value: IDR21,000
Phone: Low screen res. (Android)
Why are we still showing the same content to everyone?
Personalization can:
• Reduce acquisition costs by ~50%• Lift revenues by 5%-15%• Increase the efficiency of marketing spend by 10% to 30%.
Source: McKinsey, “Marketing’s Holy Grail: Digital Personalization at scale”
“”
Personalize the Homepage Slider
Personalize the Site Menu
Display High-Performing Calls-to-Action
Personalize Banners, based on Weather
Sync across channels to ensure cross-
channel continuity.
1990’s Pentium Motherboard 2017 System-On-Chip
ENTER DYNAMIC YIELD: THE PERSONALIZATION SYSTEM-ON-CHIP
DATA AND ACTIVATION IN THE SAME PLATFORM
DATA ACTIVATION
DATA ACTIVATIONDECISIONING
Any Digital Data
CRM/POS/3rd Party Systems
1
DATA INPUT
Real-Time Event Sync2
Personalized Experiences
Machine Learning DrivenSegmentation
Real-Time Segment Creation
3Onsite
Mobile Apps
Call Center
Advertising
Offline
Push NotificationsUser Interaction Feedback
TRUSTED BY THE WORLD’S LEADING BRANDS
eCommerce
Listings & Classifieds
Fashion & Apparel Athletics & Outdoors
Beauty & Personal Care
Home & Electronics
Footwear & Accessories
Food & Beverage
Travel & Hospitality
Deals & Marketplaces
Luxury & Jewelry
Media & Publishing Business to Business
Betting & Gaming
IN MANY CATEGORIES
FUNDED BY GLOBAL CAPITAL
Global Founders Capital
But my team doesn’t have time to run all possible campaigns - we are stretched as is!
Most AB tests may drive sub-par experiences for specific customers
AB tests may drive sub-par experiences for some your customersYet you still do not fully trust the machine to drive all decisions
We Have Been Number Crunching Millions of Experiments
Source: Internal Data Science / Customer Success report for Sep 3, 2017
Set up general campaign
Predictive Experience Targeting identifies
statistically significant targeting opportunities
Apply targeting with one click
Drive uplift
Best Of Both Worlds: Predictive Experience Targeting
Predictive Targeting
PET Today: Live Results
SimilarAll slots show DY similar
Similar + Bought Together2 slots similar + 3 slots bought together
ControlNo recs
Testing Recommendation Strategies
SimilarAll slots show DY similar
Similar + Bought Together2 slots similar + 3 slots bought together
ControlNo recsRevenue per User: (Baseline)
Revenue per User: (+27.1%)
Revenue per User: (+34.4%)
Recommendation Strategies with Predictive Targeting
Similar + Bought TogetherTo all users
Revenue per User: +34.4%
Revenue per User:+54.1%
Similar To Audience is “PDP” frequent visitors”
(39% of visitors)
Similar + Bought TogetherRest of the users
(61% of visitors)
Predictive Experiences
