drive-to-store+rtb+crm...the integration at hand... - ecommerce summit
DESCRIPTION
Alain Fortune TapValueTRANSCRIPT
The Era of OmniChannel
Alain Fortune – COO, Tapvalue
Founded Nov, 2012
Founders are pioneers of Affiliation in France/Europe
18 persons (as of Feb, 2014)
HeadQuarters at Aix-en-Provence (F)
Sales Offices in Paris (01/2013), London (11/2013),
Berlin or Munich (03/2014) Activity: digital advertisement
Customers: eCommerce, Retail, Personal Finance, Real Estate…
[Source:SiteBeam]
Cookie!
Cookie?
CookieO
And Tomorrow…
Cookie is not dead…
but gives way to
Next Generation Tracking
Hyper-connectivity…
Silos…
Consistent Customer Profile
Management
is KEY
[Source: KeepItUsable]
[Source: KeepItUsable]
[Source: KeepItUsable]
Cross-device Bridging
enhances Customer intimacy
Let’s have a Dream…
Click on ad yesterday
Serial shopper,Lives nearby
Works in area,Lunchs at mall
Regularly in Paris for work
2 visits on the web site today
Chinesetourists
OfficeHome
Leisure
Mall
Understanding
Customer’s
Livespace
Our Belief:
RTB+CRM+Geo
= €
Tapvalue Core Technology
Core Level 1
• Fingerprinting
• Extensible events collection
(web, mobile site, in-app)
• Online-Offline events
Tapvalue Core Technology
Core Level 2
• Multiples identities
• Encrypted CRM Matching
• External Segments
(DMPs, CRM)
• Support for Tapvalue segments
• Complex targeting rules for bidding
Tapvalue Core Technology
Core Level 3
• Devices Bridging
• Cross-Device Bidding
• Support for complex scenarii
• Ready for new devices (IPTV…)
Tapvalue Core Technology
Core Level 4
• Geo data collection
• Proximity Engine (spot, regular, typed)
• GeoSegments
• Offline to Online retargeting
Tapvalue Enablers
• Cross-screen DSP
• Dynamic banner engine
for products, places… whatever
• SDK for AppTracking,
AppEvents, DeepLinking
Major Mall in Paris Suburb
Yearly Christmas operation with « win-a-car » animation
Goal is:
Promote Xmas animation and drive visitors to mall
Get Loyalty Program Subscribers
Budget: 10k€
CPM campaign on Smartphones, Tablets
Target devices surrounding towns (geo-fencing)
Business Case #1 « THE MALL »
RATHER SIMPLE !
BUT…
Our Approach
Combine ScreenGraph© and PlaceGraph©
Target only profiles LIVING or WORKING in the area
Push Ads even if bid opportunities are outside the area
Avoid spendings on Tourists and Passers-by
8.5k€ • 13M impressions
• 31,000+ Ad clicks{
Loyalty Program
+40% subscriptions
( 2150 3000, comparable months)
Win-a-car contest
+100% participants
(25,00050,000)
Large Retail network in France, leader in its category
approx. 250 locations, 1500/3000 sqm each
Strong loyalty program
half the in-store purchases are linked to a cardholder
Goal is:
Push digital ads after in-store purchases
Push in-store offers after digital visits or purchases
And possibly, push appropriate offers after in-store visits
Business Case #2 « CREATE THE LINK! »
Our Approach
Link Retail CRM base with ProfileMatch© base
Collect and aggregate digital (even if fragmented across
multiples devices) and physical events
Connect Cross-device bidder to legacy « CRM Campaign
Management »
Use « RTB as a Channel » to extend actual campaigns
media (mail, sms…) onto cross-device « push-ads »
Project is just starting…
Follow us on:
www.tapvalue.com
@Tapvalue