create real-time offers and drive revenue using real-time behavior analysis
DESCRIPTION
http://tinyurl.com/pyfeurg : Learn about the strategic advantage an organization can gain if it has the ability to analyze large volumes of data in real time. Learn how Bigpoint GmbH analyzes terabytes of player behavior data to understand player patterns and gain insights. Hear how it uses that analyzed data to make personalized and relevant cross-sell and upsell offers.TRANSCRIPT
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The SAP Sapphire Marketing Forum
Jon Siegal
Founder & CEO
Fan Appz
Faye Walker
SVP Marketing
FEARnet
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2
Fan Appz, an SAP Cloud Partner
A next-generation
marketing platform that
helps brands capture and
use consumer data to
target and personalize all of
their marketing efforts.
Always-on Real-time Integrated
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The New Normal for Marketers
• Today’s empowered consumer
demands personal attention
• The proliferation of channels
(mobile, social, etc.) has created
unprecedented complexity
• The resulting explosion of data
holds great potential but is hard to
organize, analyze and act upon
-- IBM Global CMO Survey
3
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Introducing FEARnet
• Joint venture of Comcast, Sony and Lionsgate
• Premier cable TV channel for fans of horror,
thriller & suspense entertainment
• Started Online and On-Demand only
– Quickly became the #1 HD VOD channel
– In an industry first, consumer demand prompted
the creation of the FEARnet cable channel
• Offer both original series and a rich catalog of
movies
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Landscape
400,000
unique users
212,000 fans
7,000 subs
4 million views
40% of web
traffic is mobile
39,000
followers
7 million cable viewers
#1 HD VOD Channel
28 million homes
700 million views
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How we are different
• A creative, multi-channel entertainment platform
- Relevant genre content across all environments
- Compelling interactive experiences 24 x 7 x 365
• A passionate community of fans
– Sharing news and views real fans care about
– Present at real-world events, Comic Con, etc.
• Fans, not “Marketers”
– Understand our audience and cater to their needs
– Be authentic & relevant; know their preferences
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What we knew about our fans
• Horror TV audience is 94 Million TV fans* (Nielsen nPower)
• Genre Box Office in 2012 $4.9 Billion
• #1 Box Office of 2013 to date: Mama, Warm Bodies, Evil Dead
• Top TV: Walking Dead, American Horror Story, Dexter,
True Blood, etc.
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What we wanted to know about them
• Who they are as people
• What they want and care about
• Which brands they connect and engage with
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Selected Fan Appz
• Able to help us: – Grow, engage and learn about our fans
– Use data to identify the most relevant advertisers
– Create meaningful relationships with our fans
• Shared DNA: – Digital focus, data-driven and strategic
– Committed to authentic engagement by and for fans
– Committed to customer service and partnership
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Engagement delivered critical data
•Understand our audience: – 50/50 on gender, a lot of soccer moms!
– Over-indexed in Hispanic and African American (45%)
– HUGE FANS of Adult Cartoons – Family Guy, South Park, The Simpsons
•Know which brands they are engaged with: – Retailers: Amazon, Wal-Mart, Target
– Consumer Brands: Subway, Dr. pepper, Dunkin’ Donuts
– Comedy: YouTube, Tosh.O, Jackass
•Business opportunity to: – Target our audience acquisition efforts to attract more of the same
– Approach the right advertisers; create promotions that will resonate
– Create or acquire the most relevant content
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Personalized Marketing Platform
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FEARnet Monster Madness
12
• Launched the world’s
first Interactive
Tournament of Terror
• Netted hundreds of
thousands of
consumer data inputs