using big data to find out what women want - john lervik, cxense
DESCRIPTION
Big Data in the Cloud Management Theatre - June 17th, 12:30-13:00 What Women Want: Men have pondered over this since the beginning of time. Now, using Big Data, publishers gather audience insight to predict what people want. Acting on the insight through targeted advertising and content recommendations increases ad revenue, attracts subscribers and engages readers.TRANSCRIPT
Cxense Using Big Data to find out What Women Want
Dr. John M. Lervik – Founder, Cxense
MATH
Women have gone online
To search
To socialize
To shop
To learn
To stay up to date
They do many things online…
Big Data
Big Data is the “new oil”: But only a few players use big data
And only to their own advantage
Capture real-time data from any device, incl. mobile and tablet apps
Does not rely on 3rd party cookies
In-depth user profiles are created, containing the user’s interest, intent, and context, combined with 1st and 3rd party data
Semantic content profiles for each individual page by analyzing and extracting keywords, categories, companies, people, locations, sentiment, etc
Gain real-time insight: Content semantics, traffic patterns, and audience segmentation & reporting
1. Understand your audience/customers – Develop individual user profiles, meaningful segments and get real-time
feedback on content consumption 2. Increase digital engagement
– Boost engagement, page views and loyalty by personalizing content 3. Convert users to subscribers and buyers
– Segment your audience and target those most willing to pay for content 4. Increase digital advertising revenue
– Introduce high-value targeting for display ads – Increase click-through rates for performance ads – Deliver native advertising
Big data can help businesses…
Sample Case Studies:
BBC & Styria
WHETHER IT’S A MORNING COFFEE OR A MIDNIGHT SNACK… CATERING TO YOUR NEWS NEEDS WHATEVER THE TIME OF
DAY
Regular user Bus: 10 mins (3G… sometimes) Tube: 20 mins (Intermittent wifi) Morning takeaway Key stories + tech + something to talk about in the office Evening takeaway What’s happened + analysis + something to share with friends + remove ”content noise”!
Regular user
The casual user Bus: 40 minutes Checks Facebook many times a day Uses her phone on the bus travelling to and from work Wants to be entertained and likes to share stories with like-minded friends
Casual user
Lands on a story page from a Facebook post
Casual user
Because she came from Facebook, it is likely she wants more light stories, not more stories from the US & Canada index
3 Austria, Croatia, Slovenia
CORE MARKETS
daily newspapers weekly newspapers
magazines
radio, tv
newsportals, marketplaces, content & community, services
28 mio. UNIQUE VISITORS
e-commerce
Content personalization & individualization
● Mixed recommendations: contextual, trending, behavioural, collaborative filtering ● Trending videos or trending articles from a specific channel to funnel traffic ● Noise reduction: Remove articles the individual user has read, or proven not to engage with ● A/B testing of configurations
Cross-Portal content recommendations
Responsive recommendation widget
Mobile recommendation widget
Result: Significant increase in user engagement
Start with content personalization
+111% increase 2013 +50% increase by April, 2014
Product recommendations and promotions
● Provides user with timely and relevant offers
● Digital replacement for printed leaflets
Recommendations on homepage
● Behavioural and collaborative recommendation - based on user data from all Styria websites
● Trending product
● Special offers which expiries in the next hours
By capturing, analyzing and acting upon user data, you can not only find out what women want but you can also give it to them, instantly.
So what do women want?
Women want you…
Women want you…
to know what they want…
Women want you…
to know what they want… without having to tell you.
Women want you…
to know what they want… without having to tell you.
John M. Lervik, PhD Founder, Cxense [email protected]