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ADTECH&DATA 2017 - Palestra "Dados: os melhores aliados para ajudar marcas e varejistas a se tornarem mais lucrativos"

Apresentação oferecida por Dana Padula - Criteo.

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ADTECH&DATA 2017 - Palestra "Dados: os melhores aliados para ajudar marcas e varejistas a se tornarem mais lucrativos"

  1. 1. 2 | Copyright © 2017 Criteo DADOS: OS MELHORES ALIADOS PARA AJUDAR MARCAS E VAREJISTAS A SE TORNAREM MAIS LUCRATIVOS. DANA PADULA Sales I Brand Solutions CRI T E O
  2. 2. 1 The Shopper Journey
  3. 3. Source: Criteo Shopper Story, June 2017 Of shoppers visit multiple channels % Shoppers are buying & browsing across channels
  4. 4. 5 | Copyright © 2017 Criteo Brands need to be omnipresent on retail sites 2/3 of shoppers’ starting point Retail Sites, Blogs, Social 1/3 of shoppers’ starting point Search Engines Source: Criteo Shopper Needs.& Wants June 2017
  5. 5. 6 | Copyright © 2017 Criteo Multi-tab & multi-device shopping is the norm
  6. 6. 7 | Copyright © 2017 Criteo Retail and brand websites are used when shoppers know what they want 0 5 10 15 20 25 30 35 Fashion/lifestyle websites Social media Search engine (Google, Bing, etc.) A brand website (apple.com, nike.com etc.) A retail website (target.com, footlocker.com, zappos, etc.) Amazon.com Starting points for online purchases I don't have a specific item in mind I know the type of item I want I know the exact item Source: Criteo Shopper Needs.& Wants June 2017 Fewer than 50% of shoppers actually purchase on the same site on which they started
  7. 7. 8 | Copyright © 2017 Criteo Retailer websites seen as more influential in the purchase than friends, word of mouth or search 10 15 20 23 25 26 29 31 34 40 43 46 48 51 28 24 20 18 13 16 15 13 12 6 11 6 4 6 0 10 20 30 40 50 60 Newspaper advertising Magazine advertising Online ad banners Online video advertising News/entertainment/lifestyle websites TV advertising Retail stores YouTube Email from retailers/brands Brand websites/apps Social media Search engines Friends/word of mouth Retailer websites/apps Resources more or less influential in purchase process (%) less influential more influential Source: Criteo Shopper Needs.& Wants June 2017
  8. 8. 2 Challenges
  9. 9. 10 | Copyright © 2017 Criteo Challenge: Algorithms are biased to history & frequency
  10. 10. 11 | Copyright © 2017 Criteo Brands have complexity in data and shopper matching
  11. 11. 12 | Copyright © 2017 Criteo Screen sizes are smaller, competitors have increased
  12. 12. 3 Solutions
  13. 13. 14 | Copyright © 2017 Criteo Solution: Eliminate data silos View the shopper as an individual by understanding cross device behavior
  14. 14. 15 | Copyright © 2017 Criteo Solution: Global scale on one simple platform
  15. 15. Solution: Manage your digital shelf as you would in store
  16. 16. Solution: Influence organic through paid
  17. 17. 4 Criteo Sponsored Products
  18. 18. 19 | Copyright © 2017 Criteo The Criteo Sponsored Products global network across the full consumer shopping journey Criteo partners with the world’s largest network of retailers to target the highest-intent shoppers
  19. 19. 20 | Copyright © 2017 Criteo Criteo Sponsored Products Network Effect
  20. 20. 21 | Copyright © 2017 Criteo Sponsored Products in action Shopper starts on a retail page Shopper clicks in to product detail page Shopper purchases product & brand sees sale
  21. 21. ✓ Leverage first-party retailer point-of-sale data ✓ Enable closed-loop, SKU-level sales attribution ✓ Connects advertising to actual sales outcomes Comprehensive attribution across device, retailer, channel
  22. 22. #adtechdata OBRIGADA!

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