Download - PREDICTIVE BEHAVIORAL TARGETING
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PREDICTIVE BEHAVIORAL TARGETING
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EVOLUCIJA INTERNET OGLAŠAVANJA
Nesegmentiranooglašavanje
Segmentirano
oglašavanje Izbor medija na osnovu profila posetilaca, ciljne grupe i posećenosti
Kontekstualno
oglašavanje
Prikazivanje oglasa pored sadržaja leksički povezanog sa predmetom oglašavanja
Bihejvioralno targetiranje
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PREDICTIVE BEHAVIORAL TARGETING
TG: ženska populacija visokih primanja
20 – 35g vrlo zainteresovane za
modu!
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PREDICTIVE BEHAVIORAL TARGETING
Šta je bihejvioralno targetiranje?
1. Targetiranje određenih grupa posetilaca, ne prema tematskim segmentima sajtova koje posećuju, već prema njihovim afinitetima i ponašanju na internetu.
2. Oglašivač ne zakupljuje prikaze na određenom sajtu već zakupljuje prikaze željenoj ciljnoj publici koja se kreće u predefinisanoj mreži sajtova.
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Praćenje klikova svih korisnika tj. njihovog online ponašanja (BEHAVIOR)
KAKO FUNKCIONIŠE?
Popunjavanje online ankete od strane jednog broja posetilaca(SOCIO-DEMOGRAFIJA I INTERESOVANJA KUPACA)
Prenošenje rezultata anketa na ostale posetioce (primenom BIHEJVIORALNIH OBRAZACA)
Predikcija ponašanja svih posetilaca u mreži
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PRAĆENJE PONAŠANJA KORISNIKA U
MREŽI
Prvi korak je merenje kretanja posetilaca u mreži sajtova koji podržavaju PBT, čime se prikupljaju informacije o tome kakve su njihove navike kada je u pitanju kretanje kroz veb stranice i oglase na njima (klikovi). Ove informacije se prikupljaju na principu cookie-ja i koriste se za formiranje profila posetilaca.
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SPROVOĐENJE ANKETAU MREŽI
Drugi korak je sprovođenje online ankete među posetiocima sajtova u mreži, kako bi se dobili precizni socio-demografski podaci, kao i podaci o stilu života i njihovom interesovanju za određene grupe proizvoda.
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KREIRANJE PROFILA
POSETILACA
Podaci koje prikupljamo od ispitanih posetilaca porede se sa podacima neanketiranih korisnika na koje se primenjuju statistički modeli i na taj način se daju "pretpostavke" za one parametre koji nedostaju neanketiranim posetiocima.
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PRIPREMAOGLASNE AKCIJE
100% Ste Visitor Coverage
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PRIKAZIVANJE OGLASA
100% Ste Visitor Coverage
Prikazivanje oglasa željenoj ciljnoj grupi na sajtovima u PBT mreži
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HOT SPOTS„Beauty Queens“
• female• average income• interest in fashion/jewelry
„Auto Enthusiasts“
• male• above average income• interest in cars
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Da li nugg.ad PBT koristi lične
podatke posetilaca?
Kompanija Nugg.ad je partner Httpool-a u domenu bihejvioralnog targetiranja i predstavlja najveći autoritet u primeni ove tehnologije, kako u Evropi tako i u svetu.
Nugg.ad nikada ne čuva nijedan lični podatak posetioca sajta bilo da je u pitanju njegovo ime, prezime, adresa, telefonski broj, e-mail ili IP adresa.
Sistem je kreiran tako da odvaja bilo koje lične podatke posetilaca i koristi samo “očišćene” podatke o kreiranim profilima potrošača, uz pomoć nezavisne agencije za zaštitu ličnih podataka ULD Schleswig-Holstein i poseduje Evropski sertifikat za zastitu ličnih podataka (European Privacy Seal).
ZAŠTITA PRIVATNOSTI
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CONFIDENTIAL information of HTTPOOL ASIA LIMITED
Httpool SEM solutionswith
SEPTEMBER 2011
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CONFIDENTIAL information of HTTPOOL ASIA LIMITED
HOLISTIC APPROACH- FOCUS ON IMPROVING QUALITY SCORE
High Quality Score = Lower bids at higher positionsHigh Quality Score is driven by tight relationships between
many factors
Keywords
Ads
History
Other…
Bid
Landing
Page
RelevanceLearning
Performance
• Relevant Keywords• Structure of Keywords• Ad Groups• Matching type• Bidding• Ranking/Position• Ad Copies• Landing Pages
Relevancy• Registration Path• Daily Budget Cap• Geo Targeting• Budget Allocation• Competitiveness• Search and click
behaviors
• Seasonality• Time of a day• Time of a week• Frequency• Channels
There is no way that human brain or the simple Google/Yahoo interface can help out to monitor all aspects
while doing campaign optimization
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CONFIDENTIAL information of HTTPOOL ASIA LIMITED
UNDERSTANDING CONSUMER BEHAVIOR
Most Advertising Tracking Systems report and act on only the last click prior to purchase
Which means that current online media budgets are substantially misallocated
Systems must understand the data of all clicks to optimize accurately
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CONFIDENTIAL information of HTTPOOL ASIA LIMITED
PATH-TO-CONVERSION FLEXIBILITY
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CONFIDENTIAL information of HTTPOOL ASIA LIMITED
BID OPTIMIZATION – RULE BASED
Remove Zero Impressions
Deletes all the keywords that did not receive a single impression over the specified period of time. This is a Quality Management™ policy to keep high quality score with long-tail programs.
Improve CTR Tries to improve the CTR by raising bids and thus position. Notice: the bid will not be raised above the Campaign's Maximum PPC.
Lowest Bid for Position
Lowers bid for keywords in high-enough positions and enough clicks - avoid unnecessary over-bidding or when copying campaign between different geo locations.
Activate Inactive Keywords
Activates the inactive keywords by raising the bid to the minimum bid indicated by the Search Engine, as long as it is under the maximum bid defined.
Custom Rule Creation
Any permutation of criteria that a client uses within the Advanced Search feature can be used to create a custom bid policy. The custom bid policies can be run automatically or manually to enforce specific business rules.
Bid management rules to meet specific client goals / policies: