big data, personalization & monetization

An introduction to Cxense, 2013

Big Data, Personalization & Monetization

2

2-10X

Users interact with

personalized content

Extraordinary

INSIGHT

more than non-

personalized

content and are

twice as likely

to share.

• Customer insight dashboards

• Increase user/customer

engagement through content

personalization and automation

• Increase number of registered

users; e.g., by offering targeted

promos e.g. email newsletters

• Improved advertising

monetization: Both paid listings

and targeted display

• Control user and audience data

(stop data leakage) and build your

big data assets

3

Real-time, Actionable User & Audience Insight

4

READS ONLINE ABOUT Tech, life and culture, Russia

INTERACTS WITH ADS about golf equipment and BMW cars

Subscribers Digital / Print

Oliver Male, 36 years old

Brooklyn

Publisher’s

CRM

CONSUMES NEWS Market updates

PURCHASED 15 World-class wines

RESPONDED TO CAMPAIGN Email marketing

Publishers 360° View of User Engagements Capturing data from digital channels merged with CRM systems

5

Intuitive Dashboards

UNDERSTAND HOW CUSTOMERS INTERACT WITH YOUR CONTENT

CAPTURE CUSTOMER DATA IN REAL-TIME ACROSS ALL DEVICES

SLICE AND DICE DATA FOR DEEP INSIGHTS ANALYZE TRENDS AND POPULARITY

MONITOR AND TAKE ACTION ON TRAFFIC PATTERNS

CAPTURE CUSTOM EVENTS FROM YOUR BUSINESS SYSTEMS

STAY IN CONTROL WITH CUSTOMIZABLE REAL-TIME WALLBOARDS

6

Big Data Driving Personalization

READER PUBLISHER

TARGETED DISPLAY ADS

PERSONALIZED CONTENT

OPTIMIZED RECOMMENDATIONS

ANALYZE AND OPTIMIZE

MANAGE AND CONTROL

PERSONALIZED SEARCH

7

Deliver the Right Content to the Right Users

The problem

• Create more traffic

• Increase site stickiness

• Increase ad revenues

The solution

• Targeted editorial content

increasing time on site

• Blending premium ads with

recommended content

Output

• 9% CTR Peak on

recommended content

• Net new revenues from ads,

and higher ad prices

• Increased time on site and

PVs

8

Publisher 360° Customer/User View: For Targeted Newsletters, User Conversation Optimization

Sample user data for segmentation and targeting

9

Deliver Targeted Higher-value Advertising The problem

• Increase online ad revenues

The solution

• Utilize deep audience insight to

provide ad targeting for high

quality ads

• Editorial content

recommendations driving user

engagement and PVs

Output

• 50% increase in display

advertising yield (eCPM)

• Increased user loyalty by

optimising content

10

Publisher-controlled Yield-optimized Advertising & Promotions

PUBLISHER PREMIUM / INHOUSE NETWORK

DEMAND SIDE PLATFORMS & 3RD PARTY EXCHANGES (OPTIONAL) – VIA

PUBLISHER-CONTROLLED SSP

PRIVATE AD EXCHANGES (OPTIONAL)

GLOBAL YIELD OPTIMIZATION TO

MAXIMIZE PUBLISHER REVENUES

PUBLISHER CONTROLLED AD SERVER AND SSP

Product / eCommerce Subscription offers

11

Targeted Display Advertising

Targeted display ads

Behavioral Brand eCPM: 50 CHF

Behavioral Retargeting 40 CHF

Behavioral Category 35 CHF

Premium (Non-Targeted) 20 CHF

News & sports

Verticals

Specific content

Traffic

Incre

ased

eC

PM

High Traffic/

Low eCPM

Low Traffic/

High eCPM

Advanced audience analytics used to drive

higher value: 75%-250% eCPM increase

Ad network 1-4 CHF

Original: With remnant ads from ad network • 30% PV x 20 CHF CPM: 6.0 • 70% PV x 1-4 CHF CPM: 1.0 • Total revenues: 7.0

Now: Publisher-controlled ad network • 30% PV x 20 CHF CPM: 6.0 • 20% PV x 35 CHF CPM: 7.0 • Total revenues: 13.0

Avoid price pressure on publisher direct sales

12

13

14

About Cxense

• Providing sustainable value to publishers, media, classifieds and e-

commerce

• 100% cloud-based (SaaS) technology: Rapid, low risk/cost

deployments

• 15 years experience enabling publishers to monetize their online

business; core team that developed FAST Enterprise Search

(acquired by MSFT in 2008 for $1.3B)

• Extensive experience in internet technologies, media and publishing

• Global: North America, Europe, Asia Pacific, Latin America

• 3500+ publisher websites, 12 publisher-controlled audience

Networks, 48B ad impressions

15

Connect with Cxense

www.cxense.com

https://twitter.com/cxense

www.facebook.com/cxense

www.linkedin.com/company/cxense

http://youtube.com/cxenseTeam