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Mobile:the way to know better your audience
IAB Workshop - December 2, 2015
Speakers:Jacopo Ercolani, MD ItalyFrancesca Lerario, Sales DirectorMatteo Giarrizzo, Samsung Media Manager
Smart mobileacquisition
WHAT IS OGURY?
Smart mobileacquisition
A winning Team
JEAN CANZONERIEx BeeAD CEO
MSc. In Business ManagementGrenoble Ecole de Management
Mastère Entrepreneur label HEC
Expertise in:Ad online Market Ad format creationInternational Sales expansion
THOMAS PASQUETEx BeeAD CEO
MSc. In Business ManagementGrenoble Ecole de Management
Mastère Entrepreneur label HEC
Expertise in:Online Publishing Market
Audience Creation International Publishing expansion
Fast growingmobile Ad Tech company
2015 2016
Smart mobileacquisition
12 M $ revenue
4 Countries in 1 year: UK France Italy Spain
Smart mobileacquisition
WHY? THE DATA TO THE NEXT LEVEL
Oguryis integrating Millions of SDK’s(already 200M+) in apps.
Every web page browsed by the user
Every product the user has viewed, regardless
of site
All research performed by the user online
All bookmarks made by the user
All apps downloaded by the user
After the user consents,we gather granularDATA
« like neverbefore »
Smart mobileacquisition
WHY IS OGURY’S DATA BETTER?
• We are not a trading desk
• We are not buying the same data others are buying
• Nobody on the market has the same granularity as
us
• We only exploit 1st party data, that we collect
directly
• We are not exploiting data from the brand
Smart mobileacquisition
THE DATA JOURNEY
Raw data Extractio
n
Load in Data warehouse(structure and Storage)
Data TransformationIntegrating, cleansing, repairing, crossing,
validating…
Smart mobileacquisition
Top brands are moving from the simple socio-demo legacy, the traditional «women 40-45»; they want to go deeper.
AFTER USER’S AUTORISATION,WE CREATE PERSONALCLUSTER BASED ON:
Thanks to Ogury, they can now target a truly interested audience.
DATA USE 1 – BRANDING AGENCY
» Url visited by the user» Keywords searched» Apps usage
Smart mobileacquisition
Targeting methodologySamsung Washing Machines
www.samsung.com/it/home
Search : www.cosedicasa.com/
www.lg.com/it
www.amazon.it/Lavatrici/
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4 Min
5 Min
3 Min
4 Min
Search : lavatriciSamsungSearch : weather predictionSearch: lavatrici di qualità
15/05/1410/05/1408/05/14
Bookmark : Subito.itBookmark : Euronics.it
22/05/1422/05/14
App : Candy crush
App : Cityapp
App : Mr porter
App : Trony
App : Ikea
App : Mediaworld
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Date Tempo Date TempoDate
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We score each user via the data we have collected and cross reference this with the campaign objectives.
Ogury then pushes the delivery of the recommendations based on our ‘compatability score’.
52% 50% 49% 19%29%
100% 97% 96% 95% 90% 80%
Smart mobileacquisition
Example for Samsung Washing Machine
Targeting matrixSamsung Washing Machines
Smart mobileacquisition
Ogury can use datas to help a brand to knowthe COMPLETE PROFILE of his LOYAL USER.
DATA USE 2 – CUSTOMER INSIGHTS
We have acess to the deapest data in the market, and we share them with our partners.
» Common features on the loyal user» Discriminant features which define
the loyal user
We combine datas on the loyal userwith datas on a generic sample of
userand we provide 2 levels of
insights:
Smart mobileacquisition
DATA USE 3 – BUSINESS INTELLIGENCE
Our BI unit constantly analyzes the direct dataand adapts delivery to guarantee optimal results to our partners.
WE DON’T USE PIXELS, WE DON’T USE COOKIES!
» We monitor and optimize CTR,
viewrate, landing rate, visits,
time spent» The higest CPM and the biggest
volume to our publisher
Thanks to the most precise targeting,the users with the highest value for a
brand are identified and exposed to the ad.
Smart mobileacquisition
DATA USE 4 – AD HOC ANALYTICS
» Ogury is bulding the first
marketing insight dashboard, thatwill giveapp partners access to this datain the most simple and effective
way.
It is key for an app developer to know their audience in order to:
» Adapt the product to their audience» Decrease the cost per acquisition
There are several tools to understand what the user is doing inside the app, but nothing « outside the app »
Exploiting granularAnd complete data
Smart mobileacquisition
Performance Advertisers are focusing on retargeting,
craving a way to acquire new consumers
DATA USE 5 – PERFORMANCE PREDICTION
New customersVolumeMarket shareValue
RetargetingExisting customerslimited basiscomodity
Smart mobileacquisition
NEXT 6 – DMP DATA SEEKER
» Trading desks will finally have a
datapartner that is capable of influencing their campaignperformance.
Ogury will exploit this granular and complete data to produce way more accurate segments
Every day DMP’s are selling $millions of aggregated data to DSP’s99% of this interest based data is built from
only a few websites/app mapping.
This will also allow Ogury to offer a new revenue stream
to thousands of app developpers without displaying any ads
Mobile
The way to know better your audience Smart mobileacquisition
OGURY KNOWS IT!
Mobile
The way to know better your audience Smart mobileacquisition
Ogury can help a brand to know the discriminant features which identify the loyal user…
Who is the Samsung User?
Smart mobileacquisition
How we do it?
We define the target to study (sample A)Target: users who has sponaneously visitedwww.samsung.it
1st
Mobile
The way to know better your audience
we combine datas and we extract common and discrimantfeatures which define the Samsung User (sample A)3rd
we collect datas on the target and on a generic sampleof opt-in users (sample A and B)2nd
Smart mobileacquisition
What’s the difference between
common and discriminant features?
Mobile
The way to know better your audience
Smart mobileacquisition
Mobile
The way to know better your audience
A feature can be common or discriminant according to the Likelihood Ratio, a statistic that allow us to estimate
how discriminant is a feature between 2 populations
LR = LogP(X/A)
P(X/B)
P = ProbabilityX = FeatureA = Population 1 (Samsung User)B = Population 2 (No Samsung User)
Theformula:
If the LR is a positive number, the feature X is discriminant for A
If the LR is close to 0, the feature X is common for A and B
If the LR is a negative number, the feature X is discriminant for B
Smart mobileacquisition
Let’s make it simple with an example:
X - FEATUREA - SAMSUNG USERWho passed by www.samsung.it
Sample: 12.000 users
B - GENERIC USER
Sample: 100.000 users
www.google.it 10.000 users 90.000 users
www.diretta.it 5.000 users 1.100 users
» WWW.GOOGLE.IT
Generic feature which define
the Samsung User but also the generic
one
» WWW.DIRETTA.IT
Discriminant feature which is
specific
for the Samsung User
Mobile
The way to know better your audience
Smart mobileacquisition
Insight 1 - Top 50 listWe extract the generic features which define the
Samsung User
Apps
Top 50
Shazam
Adobe Reader
Keywords
Top 50
Youtube
Samsung
Android, Galaxy
Url
Top 50
www.google.it
www.facebook.com
www.wikipedia.org
www.amazon.it
www.gazzetta.it
Mobile
The way to know better your audience
Apps
Top 50
Insegreto
Expo2015
Quitzpatente
Trovaprezzi
Doveconviene
Keywords
Top 50
Barilla
traduttore
Immagini
Fantagazzetta
offerte
Url
Top 50
www.aranzulla.it
www.infostrada.it
www.vipmobile.it
www.giochissimo.it
www.giallozafferano
.it
Smart mobileacquisition
Insight 2 – Likelihood ratioWe calculate the discriminant features which identify
only the Samsung User
Mobile
The way to know better your audience
Smart mobileacquisition
Discriminant APPS Calciomercato.com, LiveScore
Discriminant KEYWORDSCalcio, diretta, formazioni, fantacalcio
Discriminant URLwww.calciomercato.com , www.sportmediaset.mediaset.it , www.fantagazzetta.com , www.gazzetta.it
Profile 1
Sport interest
Mobile
The way to know better your audience
Smart mobileacquisition
Discriminant APPS eBay, QR Code Reader
Discriminant KEYWORDSOfferte
Discriminant URLwww.trovaprezzi.it , www.aranzulla.it , www.amazon.it
Profile 2
Tech interest
Mobile
The way to know better your audience
Smart mobileacquisition
Discriminant APPS Insegreto.it , Quitz Patente
Discriminant KEYWORDSFrasi, Testo
Discriminant URLwww.isaechia.it , www.studentville.it
Profile 3
The Young user
Mobile
The way to know better your audience
Smart mobileacquisition
Discriminant APPS GialloZafferano: le Ricette
Discriminant KEYWORDSBarilla
Discriminant URLwww.giallozafferano.it
Profile 4
Food Interest
Mobile
The way to know better your audience
Performance circle
Smart mobileacquisition
Mobile
The way to know better your audience
data
insights
strategy
results
Data can be the most powerful fuel, but you willalways need motor and a good driver if you wanna winthe race.
