[wuc 2016] norman wahnschaff, cto, webtrekk | technical review
TRANSCRIPT
![Page 1: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/1.jpg)
Highlights in Data and Creativty 2016
Norman Wahnschaff, CTO Webtrekk
![Page 2: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/2.jpg)
Data
Dashboards and Reports
![Page 3: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/3.jpg)
Dynamic Dashboards – No Limitations in Layout and Order
![Page 4: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/4.jpg)
Dynamic Dashboards – Report Linking and Anchor Tags
• Build your own in-
report navigation with
anker tags
• Build your own cross-
report navigation by
linking reports
![Page 5: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/5.jpg)
Dynamic Dashboards – Filter the Entire Dashboard
• Add multiple
predefined filter to
your dashboard
• Let your internal
users filter what they
need
![Page 6: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/6.jpg)
Dynamic Dashboards – Pivots
• Expand/Collapse
notes
• Change dimensions
order by drag & drop
![Page 7: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/7.jpg)
Dynamic Dashboards – Pictures & HTML & CSS
• Add pictures to your
dashboard
• Place them
everywhere
• Style elements
without any limitation
with CSS
![Page 8: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/8.jpg)
Dynamic Dashboards – Slideshows & Videos & Live Screenshots
• More context or help
information within
your dashboards
• Enrich your
dashboards with live
screenshots of your
or other websites
![Page 9: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/9.jpg)
Dynamic Dashboards – Standards
• Show-Board
• Advertiser Overview
• Publisher Overview
• Cross Device Usage
• Cohorts
• Sales Funnel Overview
• Sales Funnel Performance
• Sales Funnel Infrastructure
• Starting in June
![Page 10: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/10.jpg)
Another Dashboard?
![Page 11: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/11.jpg)
Nice, but how does it look at my smartphone?
![Page 12: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/12.jpg)
… and my TV?
![Page 13: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/13.jpg)
User-Centric & Cross Device Analytics
![Page 14: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/14.jpg)
Cross-Device Analytics
![Page 15: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/15.jpg)
Change in Attribution with Cross-Device Data – An Example
First Channel In-between Channel Last Channel
21% 43% 13%
In customer journeys with cross device data the touchpoints changed:
![Page 16: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/16.jpg)
Change in Campaign Performance with Cross-Device Data
CPO*
-5 to 20%
Revenue*
+30 to 280%
Conversion Rate*
+30 to 100%
Cross Device for Marketeers
• Cross Device Frequency Cap
• Cross Device User Profiles
• Unifed User Addressing
* Multiple sources (Turn, Rocket Fuel, Criteo, Facebook); Mainly display-focued
![Page 17: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/17.jpg)
Cross Device Bridge Helps You To Improve Data Quality
1 User
VS
=
3 User
![Page 18: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/18.jpg)
• In web: replace the Webtrekk JavaScript file
• Optional: for higher precision send hashed email address
• Tag Integration users can active it via „click“
• In apps: use Webtrekk app SDK or
Server2Server API
• Optional: for higher precision send hashed email address
• Tag Integration users can active it via „click“ (July)
• It‘s free for Analytics
Steps to Use Cross-Device Data
![Page 19: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/19.jpg)
User Preference – Provides Real Interest
Classical Visitor Filter: Simple Matching
Advanced Visitor Filter: Matching with
Threshold*
Real Preference Filter: Using Significance*
* Analytics only
![Page 20: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/20.jpg)
Get Net Promotor Score (NPS) Data & Insights
• Widget rollout and
config via Tag
Integration
• Get segments
Detractors and
Promotors
• Qualitative
feedback on your
service
• NPS per campaign
• Also a survey
widget is availalbe
![Page 21: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/21.jpg)
App Analytics
![Page 22: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/22.jpg)
Web to App (incl. Instant Apps)
App Install Attribution
App to App (incl. Instant Apps)
![Page 23: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/23.jpg)
App Tracking: No App Releases due to Tagging Issues anymore
• Autotrack
everything
• Server-side
tagging and
renaming
• Tracking
management
![Page 24: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/24.jpg)
• More measures
• Crash tracking
• App version, App preinstalled, Screen Orientation…
• Deep links into app
• Beacon tracking with
• 100% compatible with your web data (one global data store)
• SDK support for iOS for those new features unitl July
Nice to Know about New App Tracking Version
![Page 25: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/25.jpg)
Even More Analytics
![Page 26: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/26.jpg)
How a Video Works
• Closed Beta
• Video
Engagement
![Page 27: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/27.jpg)
• Report Tagging
• User & Roles
Rights & Roles
![Page 28: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/28.jpg)
Understand Your Product List Pages
• Product CTR
• Product Position
AVG
• Histogram of product
position and CTR
• Tracks only items in
visible area
• Coming in July
![Page 29: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/29.jpg)
• Hourly raw data export
• Plugins for Hybris, Shopware
Start process of migration from Q3 to Analytics
• Process visualization (June)
• Analysis variants (July)
• Integrated table builder (August)
• User movement (August)
• Report movement (September)
• Live Analytics (September)
…and Finally
![Page 30: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/30.jpg)
Creativity (-Enabler)
How a data management platform (DMP) can help you to optimize your marketing budget
![Page 31: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/31.jpg)
Auctions let costs for those
channels increase
Advertisers with the big budgets
will win the auctions and get the
relevant traffic
•
• Display: ~47% of Ad Spendings (37% RTB)
• Search: ~43% of Ad Spendings
The Most Important Digital Marketing Channels Are Auctions
![Page 32: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/32.jpg)
Heavy usage of onsite personalization
and CRM campaigns at cheaper
channels can be the key
Expensive paid channels only as support
of other channels or rather as fallback if
cheaper channels don‘t work
• Zalando generates 3.2 orders per active customer*
• Zalando has 70% returning customers**
Customer Acquisition Is Getting Expensive – User Retention BecomesMore Important
* https://corporate.zalando.de/sites/default/files/mediapool/2016-05-12_q1_earnings_call_vf.pdf
**https://corporate.zalando.de/sites/default/files/mediapool/zalando_cmd_2016_financial_perspective_0.pdf
![Page 33: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/33.jpg)
• OTTO spends ~15% of it‘s revenue
• Zalando 10% (goal: 6-8%*)
• Amazon 3.5%
Companies that are able to activate their existing user base decrease their marketing spends but still growthing
*https://corporate.zalando.de/sites/default/files/mediapool/zalando_cmd_2016_financial_perspective_0.pdf
Decease budget or reinvest it – doesnt matter!
Optimze your ROI anyway.
![Page 34: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/34.jpg)
Webtrekk’s realtimeDMP Helps You to Activate Your Users at the Most Important Channels
Real-time DSP
DSP
Search NewsletterWWW
APP
SSP
![Page 35: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/35.jpg)
Instant Addressing – User-centric, not Channel-centric
• In real-time
• Cross Device
• Openness: to every data provider and
3rd party system
• Item recommendations
• Works for web and apps
• 100% integrated with your analytics
data
![Page 36: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/36.jpg)
Finally: Data Meets Creativty (♥)
Turn Data Into Action
![Page 37: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/37.jpg)
Use NPS to Push Your Brand – Step 1
Rollout the
NPS widget
via Tag
Integration
Show it to to
every X-th
user and at
„thank you
page“ and
users who
wants to
leave early
![Page 38: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/38.jpg)
Use NPS to Push your Brand – Step 2
Address
them at
multiple
channels in
real-time as
long as their
experience
is fresh
Create a segments for Promotors and
for Detractors
Connect with the DMP different
channels and provide those segment
data
Acquire Promotors to be
Brand Evangelists: Join
our exclusive shopping club!
Convert Detractors: Visit us
again and get a discount!
![Page 39: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/39.jpg)
Provide a Unified User Experience Across Devices – Step 1
Participate
to the Cross
Device
Bridge
Tag
Integration
helps you
Web App
![Page 40: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/40.jpg)
Provide your Users a Unified User Experience – Step 2
You want to
personalize
your
existing
reco
widgets
across
devices
Setup Reco API – It‘s user-centricUse a TI to connect your existing reco
widget with the DMP feed in web and in
app
![Page 41: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/41.jpg)
Retention Please! Prevent Churn in Real-time – Setup (simplified)
You want to
prevent your
customers
from quitting
their contract
while they are
browsing the
terms and
conditions.
Side note:
Usually 80%users churn
within the first 6
hours after
reading quit
conditions
(telcos)
![Page 42: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/42.jpg)
Retention Please! Prevent Churn with DMP in Real-time – Result
1 minute later
1 minute later
1 minute later
WT RTADSP
1 minute laterONSITE
instantly
![Page 43: [WUC 2016] Norman Wahnschaff, CTO, Webtrekk | Technical Review](https://reader031.vdocuments.us/reader031/viewer/2022021502/58cef84b1a28abab738b52cb/html5/thumbnails/43.jpg)
Thank you!
Remember:Be User-centricBe Cross-device
Be Real-time