Corporate information The Crazy4Media Group is made up of various companies specialised in different areas of the interactive marketing sector. Each company runs complementary functions and knowledge, thereby allowing us to offer innovative, ambitious, and above all effective global interactive marketing campaigns.

Currently we are a team of 50+ staff, with invoicing of over 20M€ in 2011.

Our client portfolio includes companies such as: •  Vodafone •  Yahoo! •  LAN Airlines •  Sevilla FC

What is behavioural marketing? Behavioural marketing activities are the marketing actions carried out in targeting users based on their previous activity whilst surfing online (i.e. based on their online behaviours). Two types: Advertising & on-site The importance of behavioural marketing Every day there are more users surfing online more often, decreasing the effectiveness of user differentiation and optimisation techniques based on such things as frequency caps and marketing channels, and making it ever more it very important to target campaigns only to those users most likely to convert.

•  Minimisation of promotional costs and the maximisation of results •  Reinforcement of the conversion intentions of possible new customers •  CRM and reactivation possibilities for existing customers

An introduction to behavioural marketing on PCs and mobile devices

User navigation data is collected

The data is stored and selected for a campaign

Users not within the selected BBDD are “rejected”

Users within the selected BBDD are shown the ad Results are analysed across

the different channels used

An introduction to behavioural marketing on PCs and mobile devices

Where do we collect the data for the behavioural marketing campaigns?

1)  Search engine marketing campaigns and natural search visits

2)  From the type and themes of pages previously visited by the user.

3)  Banners which the user has previously interacted with

4)  Previous visits to the advertisers home or landing pages

5)  Registered user data

6)  Social network data mining

An introduction to behavioural marketing on PCs

Common variables used in behavioural marketing campaigns

•  Geographic localisation (where does the user live/tend to connect from).

•  Referer URLs that a user has come from before hitting our site.

•  Historic campaigns that a user has interacted with.

•  Frequency of use by a customer (are they new/current/old, when did they

last visit?)

•  Keywords used to reach our site

•  Others: Age, sex…

An introduction to behavioural marketing on PCs

Most common technologies used:

1-. Fingerprinting Fingerprinting takes several factors such as IP, device make/model, time of day patterns, etc. to form an assumed profile of a unique user. Unfortunately, there are many scenarios in which that method is flawed. E.g. if three people use the same bar at the same time and while they’re there they all use the free WIFI to access the mobile web, all three using an iPhone 4GS. Using Fingerprinting, all three users would look the same. Main Issue: Too Subjective

An introduction to behavioural marketing on mobile devices

2-. Web Based Cookies

There is a common misconception that third party cookies do not work in mobile. The only real issue with cookies are with device settings (primarily iOS) and not the functionality. While cookies are a viable solution, it is important to note that setting-compatible devices represent only a proportion of devices in the market today. Main Issue: Limited Scale

An introduction to behavioural marketing on mobile devices Most common technologies used:

3-. Logins from multiple devices

Some sites have users that are logged in while browsing. If a user logs in from multiple devices, then is can allow for retargeting across multiple devices. Main Issue: Limited Scale

4-. Device IDs All mobile devices have unique identifiers (UDID for iOS, IMEI/AndroidID for Android, etc.), although as these IDs are attached to personally identifiable information (PII) this can present privacy concerns. Main Issue: Privacy Concerns

An introduction to behavioural marketing on mobile devices Most common technologies used:

Current problems

1)  The default rejection of cookies in many devices (iOS)

2)  The split between native apps on the one hand, and mobile web on the

other.

3)  The lack of a critical mass of behaviourally targeted users within advertising

networks and providers.

4)  The enormously wide range of devices, operating systems, and even types

of internet connection (operator gateways, internet gateways).

5)  Rejection by users to being targeted via their mobile devices.

6)  Legal and regulatory issues.

An introduction to behavioural marketing on mobile devices

Use it, it works!

Source: Bingo client running on Creafi Online Media, 2012

0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

1.40%

1.60%

1.80%

2.00%

Click rate (%) Conversion Rate (%)

3096593 Run of network. Retargeting

4276407 Run of channel

An introduction to behavioural marketing on PCs and mobile devices

Thank you for your attention!

Tom Horsey Senior Partner, The Crazy4Media Group

Spain, UK, Malta, Slovakia, Brasil, Argentina, South Africa

Email: tomhorsey@crazy4media.com http://www.linkedin.com/in/tomhorsey

@tomhorsey