THE TOP 5 TRENDS IN DIGITAL PERFORMANCE IN 2016

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At Backelite, we simplify everyday life by creating impactful digital services. To ensure the best user experience possible we add in performance optimization measures

before, during, and post creating these services.

What are the emerging trends in digital performance in 2016?We share our vision of the changes which will have the largest impact on the year

ahead.

COGNITIVE TECHNOLOGIES,GENERATING HUMAN WELL BEING BY COMPUTER

Cognitive technologies encompass the ensemble of technologies developed with the goal of reproducing certain specific tasks initially reserved for humans: understanding spoken language, recognizing elements in an image, or making predictions based on past history. They constitute the basis of all Artificial Intelligence (AI).

These technologies received significant investments in 2015, and 2016 should mark a significant acceleration in their adoption and development. The main technologies include: automatic learning, automatic processing of natural language, automatic speech recognition, computer vision and rule engines.

While some of these technologies are still in the research phase or are restricted to specific uses, others are already an integral part of the strategies of some brands and are used in products in widespread use by the public

Trend n°1

HEY SIRI, IS THERE A GOOD MOJITO BAR IN THE NEIGHBORHOOD?

Automatic speech recognition:

Siri Google Now Cortana

Facial recognition on Facebook:

ANALYTICS,ACCUMULATED DIVERSIFICATION AND ACCESSIBILITY

Analytics is the application of information technology, operations research and statics to the resolution of business and industrial problems. The discipline evolved with the rise of technology to enable the analysis of data resulting from the set of points of contact with the customer (Data Mining).

Analytics enables a business to analyze in depth the significant volume of data available and to facilitate the sharing of these elements with the entire staff. Analytics has also significantly benefited from the development of cognitive technologies, especially automated learning that has made it possible to finely enrich knowledge of the client via more targeted analyses and efficient predictive models.

2016 will be the year of simplification! Analytics has as its vocation the increase of its ease of use while facilitating data access and simplifying the use of data for and by everyone.

Trend n°2

MULTI-STRUCTURE DATA AVAILABLE TO ALL

Analysis tools that optimize decision making:

Prediction of crimes at the service of local police:

THE INTERNET OF THINGS,NOW PART OF USERS’ DAILY LIFE

The Internet of Things (IoT) represents the extension of the Internet to things and physical places, thus creating exchanges between the real world and the internet network. It is often considered to be Web 3.0 at the same time as it is considered to be the semantic web. It is represented by connected devices whose number has seen a spectacular increase since 2008.

Connected devices are seeing a boom in industry and more generally in the professional world (medical, professional sports, etc.). Thanks to health, leisure, automation and other applications that IoT is beginning to add sizeable benefits the personal lives of users. “Wearables” are a perfect illustration of this.

Connected devices are significant performance optimization levers. It is essential that they be integrated correctly in the brand universe and that the significant volume of generated data be methodically analyzed. Ever-present in the daily life and personal interactions of users, they offer significant potential for generating loyalty.

Trend n°3

10,000 STEPS FOR MANKIND, ONE GIANT LEAP FOR WEARABLES…

Wearables :

Automation and others:

ACQUISITIONUNPRECEDENTED PRECISION IN SOCIAL MEDIA TARGETING

Social media marketing is a hot topic, and it will continue to grow with advanced targeting options for paid advertisements. Following a testing phase which is still ongoing, companies are beginning to master the levers of recognition and visibility in social networks.

When well done, social media offers brands a vast opportunity for customer acquisition and prospection via fine targeting that generates qualified leads at a lower cost.

In 2016 the main players, with Facebook and Twitter in the lead, offer businesses simple and effective acquisition solutions to grow their customer base, such as via lookalike models on Facebook. These lookalike models allow brands to upload .csv files with analytics from their websites on user demographics (such as zip codes, purchase frequency and order details) which will then enrich allow Facebook to more precisely target users when running ad campaigns. This goes far beyond basic criteria such as CPM. It’s time for brands to dig in!

Trend n°4

DEMOGRAPHIC TARGETING LIKE NEVER BEFORE ON FACEBOOK

PUSH NOTIFICATIONSNEW HEIGHTS IN ENGAGEMENT IN THESE SHORT MESSAGES

In 2016, push notifications continue their launch and confirm their status as an unavoidable lever of engagement. Previous years brought us an array of new items: rich notifications, action buttons, web pushes, etc.

Notification pushes offer significant potential that should be considered carefully. A recent study showed that 50% of app users find these notifications to be bothersome. All brands must therefore target the other half. To succeed, we must keep in mind two main elements: the personalization of pushes and their integration in a more general contact plan.

2016 may thus be the year to jump into push notifications. If you already use them, think about managing them to optimize your consumer engagement!

Trend n°5

PUSHES THAT ARE RICH IN VISUALS AND PERSONALIZATION

THE TRENDS APPLIED BY INDUSTRY

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Some cognitive technologies have reached maturity and have adapted to the security laws which are in effect. They are thus usable by banks and could for example accelerate decision making (in case of fraud) or reduce costs (automatization of certain interactions with customers).

It is thus possible to use automated learning to detect behaviors which are indicators of fraudulent activities or to categorize customer expenses automatically.

Automated speech recognition could optimize the interactions of customers with telephone services. It will also be possible to use speech recognition to verify the identity of callers!

BANKING

Media is constantly changing. The arrival of social media networks and the proliferation of communication channels have transformed the field, while raw data remains the same, that is, information.

It is possible to use the advances cited in this report to optimize the delivery of this information. One example in particular: digital information such as the results of sports events or financial results.

This information can be generated automatically with the help of analytics and a natural language generator, thereby writing short and information-based news by machine. The advantage? Immediate news delivery which is of consistent quality! This means sports fans can receive game statistics in true real-time, with zero lag time.

MEDIA

Recruiting new customers is a constant challenge for all brands. Social media offers an additional contact point that must be reconciled with historical channels. Their strength? Fine targeting.

Do you want to increase your user base? If you believe that its value proposition is well-grounded and you have at your disposal a variety of data on your current customers (demographics, age, gender, geography, frequency of use, LTV, affinities or lifestyle, etc.), you merely have to export this data to Facebook to find thousands of prospects who match all your criteria via lookalike models.

Last but not least, attribution models continue to progress and will evolve even more in 2016. Some of them even take into account non-digital channels. You will thus be able to evaluate the effectiveness of your customer acquisition on social networks!

ADVERTISERS

The volume of data gemerated by large retail has rapidly pulled the field into big data, sometimes in an abrupt manner. Nonetheless, automated learning offers many opportunities to retailers. Some are even profiting from them already!

Applying automated learning to sales data will enable large retailers to discover new cross-sales opportunities automatically and to evaluate the effectiveness of promotions.

Experimenting with predictive models will enable retailers to optimize inventory management and refine their promotional materials such as their large volume of catalogues. Data for the benefit of sales!

FMCG & RETAIL

raoul.garios@backelite.comtel : 06 37 73 06 71

www.backelite.com

CONTACTEZ-NOUSRaoul GariosResponsable de l’offre Performance

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Performance Manager