mirek wąsowicz
Post on 10-Apr-2017
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S E G M E N TAT I O N O F O N E P I P E L I N E S U M M I T WA R S AW 2 0 1 6 MirekWasowicz|Igni2onOne
Socioman2cLabs
Criteo
CCIDRN*
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F O U R T Y P E S O F S C A L E
Businessrulesandscoringu2lizedatascalingmodelstoaBaininforma2onaboutapoten2alaudience…
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THE NOMINAL SCALE
BASIC
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THE ORDINAL SCALE
BASIC PLUS
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THE INTERVAL SCALE
ADVANCED
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THE RATIO SCALE
SUPERHERO
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JAGUAR EU
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J a g u a r E U
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J a g u a r E U
S C O R E - P O W E R E D M A R K E T I N G
Visitor comes to website
Website cookie gathers activity
Score accumulates based on RFM modeling
Scores maintained in IgnitionOne for activation across channels
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J a g u a r E U
J a g u a r E U
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278
149
3536
153
1009
0
200
400
600
800
1000
1200
TradingDesk3 TradingDesk2 Igni2onOne
CPA
SumofConversion
RENAULT RU
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R e n a u l t R U
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R e n a u l t R U
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R e n a u l t R U
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R e n a u l t R U
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