Pazarlama Dahileri 2016 - Haliç Üniversitesi
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PAZARLAMA DAHİLERİ Görkem Ünel, Sales Director Turkey May 2016 Retargeting Teknolojileri
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Transcript of Pazarlama Dahileri 2016 - Haliç Üniversitesi
PAZARLAMA DAHİLERİ
Görkem Ünel,
Sales Director Turkey
May 2016
Retargeting Teknolojileri
Trendyol’da Çalışıyor
İstanbul’da Yaşıyor
Ankaralı
Arnavutköy’de Bulunmuş
Copyright © 2016 Criteo
Tıklama alanları
Copyright © 2016 Criteo
Cinsiyete göre
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Arama sorguları
Copyright © 2016 Criteo
Arama sorguları
Copyright © 2016 Criteo
Süpermarketler
Copyright © 2016 Criteo
Otobüsler
Copyright © 2016 Criteo
Stadyum
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Tuvaletler
Copyright © 2016 Criteo
Dogru Kisi
Copyright © 2016 Criteo
Dogru Kisi
retargeting
retargeting
retargeting
re-targeting
Online-Shop
BUY
Online-Shop
BUY BUY BUY
Retargeting
A user sees classified
ads on your
website…
1
...then browses the
internet
2
Criteo displays a
personalized banner to the user
3
After a click on the
banner the user goes
back to your website
4
Powered by
retargeting
%
User surfs
in your app… Then opens a new app and
sees a targeted ad
User clicks and deeplinks to a
product « page » in your app
Mobile In-App
HOW DOES IT WORK ?
1 amount
Personalizationbased on data:
2
2 run time
3 interest rate
4 monthly payment
3
4
Personalization based on data
+ when
personalization is
not possible,
campaign can be
setup without feed
or data
copyright © Criteo 2015
SHOWCASE
24
11.000+ YAYINCI1
130+ ÜLKE1 1,06 milyar AYLIK ERİŞİM3
8.500+ REKLAM VEREN1
1- Criteo Mart 2015
%90TUTMA ORANI2
| 2- Yıllık verim 2014 | 3- comScore MMX, Mart 2015
Yayıncı
and much
more…
Copyright © 2015 Criteo.
Confidential
26
Global presence 2016
31 offices 130+ countries
MADRID
BARCELONA
LONDON
PARIS
AMSTERDAM
ISTANBUL
MILAN
STOCKHOLM
MOSCOW
SYDNEY
CHICAGO
PALO ALTO
SF
SAO PAULO
MIAMI
DUBAI
NEW YORK
BOSTON
OSAKA
TOKYO
SEOUL
BEIJING
SINGAPORE
MUNICH
Copyright © 2016 Criteo
Criteo Summit
Copyright © 2016 Criteo
Criteo Istanbul
Copyright © 2016 Criteo
Criteo Istanbul
The right user, at the right time, with the right message
CPC model – only pay for engagement, awareness is free
Prediction
engine
Chooses the right users / advertiser /
publisher
Recommendation
engineChooses the right products
Darwin
engine
Chooses the right look and feel for the
bannersBUY
Banners
‘DARWIN’
BANNER SETSCONTAINS 600+ BANNERS
OPTIMIZED IN REAL-TIME
TO SELECT THE BEST
POSSIBLE
COMBINATION
Campaign-Setup
Product Feed Specs
• product-ID (id)• product-name (name)• product-URL (producturl)• small image URL (smallimage)• price (price)• description (description)• availability (instock)• category ID1 (categoryid1)
• Possible additional information: • large image URL (bigimage)• recommended retail price (retailprice)• discount (discount),• recommendable (recommendable) • category ID2 (categoryid2) and categroyID3 (categoryid3)
Campaigns with product feed: all input for the banners should be in the feed:
The feed should be in csv or xml format and should be updated on a regular basis. Supported transfer protocols are HTTP und FTP.
MANDATORY MANDATORYMANDATORY
MANDATORYMANDATORY
Campaign-Setup
Pixel implementation
Homepage-TagCategory-/Listing-Tag
Product-Tag
Basket-Tag
Sales-Tag
+ different setups
for special sectors
Campaign-Setup
Pixel implementation
MANDATORY
Ecommerce & Travel:<script type="text/javascript" src="//static.criteo.net/js/ld/ld.js" async="true"></script>
<script type="text/javascript">
window.criteo_q = window.criteo_q || [];
window.criteo_q.push(
{ event: "setAccount", account: 16593 },
{ event: "setHashedEmail", email: "MD5-hashed email address" },
{ event: "setSiteType", type: "m for mobile or t for tablet or d for desktop" },
{ event: "viewHome" }
);
</script>
Homepage-Tag
Campaign-Setup
Pixel implementation
MANDATORY
Ecommerce:<script type="text/javascript" src="//static.criteo.net/js/ld/ld.js" async="true"></script>
<script type="text/javascript">
window.criteo_q = window.criteo_q || [];
window.criteo_q.push(
{ event: "setAccount", account: 16593 },
{ event: "setHashedEmail", email: "MD5-hashed email address" },
{ event: "setSiteType", type: "m for mobile or t for tablet or d for desktop" },
{ event: "viewList", item: ["First item id", "Second item id", "Third item id"] }
);
</script>
Travel:{ event: "viewSearch", checkin_date:"YYYY-MM-DD", checkout_date:"YYYY-MM-DD"}
MANDATORY
Campaign-Setup
Pixel implementation
Product-Tag
Ecommerce:<script type="text/javascript" src="//static.criteo.net/js/ld/ld.js" async="true">
</script> <script type="text/javascript">
window.criteo_q = window.criteo_q || [];
window.criteo_q.push(
{ event: "setAccount", account: 16593 },
{ event: "setHashedEmail", email: "MD5-hashed email address" },
{ event: "setSiteType", type: "m for mobile or t for tablet or d for desktop" },
{ event: "viewItem", item: "Your item id" } ); </script>
Travel:{ event: "viewItem", item: "Your item id", nbra: "Number of Adults", nbrc: "Number of
children" },
{ event: "viewSearch", checkin_date:"YYYY-MM-DD", checkout_date:"YYYY-MM-DD"}
Campaign-Setup
Pixel implementation
MANDATORY
Basket-Tag
Ecommerce & Travel:<script type="text/javascript" src="//static.criteo.net/js/ld/ld.js" async="true"></script>
<script type="text/javascript">
window.criteo_q = window.criteo_q || [];
window.criteo_q.push(
{ event: "setAccount", account: 16593 },
{ event: "setHashedEmail", email: "MD5-hashed email address" },
{ event: "setSiteType", type: "m for mobile or t for tablet or d for desktop" },
{ event: "viewBasket", item: [
{ id: "First item id", price: First item unit price, quantity: First item quantity},
{ id: "Second item id", price: Second item unit price, quantity: Second item quantity}
/* add a line for each item in the user's cart*/
]});
</script>
Campaign-Setup
Pixel implementation
MANDATORY
Sales-Tag
Ecommerce & Travel:<script type="text/javascript" src="//static.criteo.net/js/ld/ld.js" async="true">
</script> <script type="text/javascript">
window.criteo_q = window.criteo_q || [];
window.criteo_q.push(
{ event: "setAccount", account: 16593 },
{ event: "manualDising" },
{ event: "setHashedEmail", email: "MD5-hashed email address" },
{ event: "setSiteType", type: "m for mobile or t for tablet or d for desktop" },
{ event: "trackTransaction" , id: "Transaction Id", new_customer: 1 if first purchase or 0 if
not, deduplication: 1 if attributed to Criteo or 0 if not, item: [
{ id: "First item id", price: First item unit price, quantity: First item quantity },
{ id: "Second item id", price: Second item unit price, quantity: Second item quantity }
/* add a line for each item in the user's cart */ ]}); </script>
Copyright © 2016 Criteo
Yeni Dünya
Cross device is a reality
Average # of devices per person by country
USA 3.01
Canada 2.71
Germany 3.11
UK 2.71
APAC >42
Source:1Sophos – January 2013
2CMO Innovation editors – July 2014 Source: Cisco VNI Global IP Traffic Forcast, 2012-2017
By 2017, every internet user
will have 5 devices
Multi-device usage is growing
«
Cross device: exact match
CLIENT
Device #1
Device #2
32312c1b68
“Email is anonymized”
(hashed)
“Email is anonymized”
(hashed)
32312c1b68
Linked through
cross device32312c1b68
Thank you!
