presentación alessander firmino - ecommerce day bogotá 2015
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LO QUE VIENE EN ECOMMERCE CENTRADO
DE RESULTADOS Y CONVERSIÓN
14/10/2015
Case Study
Copyright © 2015 Criteo 2
Performance Is Everything
at your ROI at scale Sales
delivers
Copyright © 2015 Criteo 3
Criteo Solutions
Copyright © 2015 Criteo
Acquirenew customers
Convertrecent visitors
Copyright © 2015 Criteo 4
1 - Criteo July 2015
2 - Annual rate 2015
3 - comScore MMX, July 2015
11,000+ PUBLISHERS1
130+ COUNTRIES1
1.1bn REACHED MONTHLY3
8,500+ ADVERTISERS1
90% RETENTION
RATE2
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Mobile Landscape in Colombia
• Colombia # 3 in smartphone users in Latam
• 2015 estimates: over 16MM own a smartphone
• Colombia has the biggest 4G penetration in the region with 41% reach (2x the average)
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DAY 1NOON
DAY 29 PM DAY 3 DAY 4
DAY 210 PM
PURCHASED CAMERA
How well do you know your user’s journey?
AD DISPLAYED (IRRELEVANT)
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DAY 1NOON
DAY 29 PM DAY 3 DAY 4
DAY 210 PM
PURCHASED CAMERA
Match users across devices, deliver seamless customer experience, and optimize sales opportunities
NO ADDISPLAYED(if not relevant anymore)
AD FOR COMPLEMENTARYPRODUCT
Copyright © 2014 Criteo
Case Study
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Desktop
+16%Conversions
attributed to X-device aftera click on desktop
+ 4 sales+ 12 sales
100 sales
When clicks on Desktop
User Behavior
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User Behavior
When clicks on Mobile / Tablet
+47%Conversions
attributed to X-device after
A click onMobile / Tablet
100 sales
Mobile / Tablet
+ 31 sales
+ 16 sales
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X-Device Increment
+3%
DISPLAYS
+1,5% CLICKS
+17% SALES
INCREMENTAL SALES ARE POSSIBLE ONLY AFTER ACTIVATING CROSS-DEVICE
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State of Mobile Commerce
Cross-device shopping starts and ends on mobileQ3 2015
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Mobile is becoming the preferred purchase device for cross-device shoppers
#1
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Worldwide, cross device purchasing is 50% of eCommercetransactions
Cross-device purchasing doesn’t just happen in the U.S. In fact, levels are even higher in all other markets.
* Where the customer has more than one device. Based on Criteo’s Universal Match product providing exact matches of users across multiple devices.
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SOUTH KOREA
BRAZILITALY
FRANCE
JAPANNETHERLANDS
UK GERMANY
SPAIN
0%
70%
GLOBAL AVERAGE 50%
U.S.
Cross-Device Share of Retail eCommerce Transactions*
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Apps can be your highest performing channel
#2
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Apps now generate at least half of all mobile sales for retailers who have made their app experience a priority*
Retailers who have prioritized their mobile app experience as a key revenue driver see significant share of transactions via their app.
For these retailers, apps generate 58% of all mobile revenue.
Travel is slightly less at 49% of mobile transactions.
It is important to note that many retailers have not made this investment in apps, in which case sales from apps are often negligible.
* Definition: Retailers that have over 25% of eCommerce transactions on mobile. Of those mobile transactions, more than 10% are from mobile apps.
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RETAIL TRAVEL
MOBILE BROWSER APPS
58% 49%
Average App vs. Mobile Browser Share of Mobile Transactions for a Single Retailer
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What will the future look like?
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So what does the future hold?
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We see four big trends:
• Growth in mCommerce is on a roll.
• Smartphones will continue to displace slower-growing tablets due to larger available screens.
• Apps are the next frontier.
• Dealing with cross-device behavior is the biggest challenge and opportunity for marketers.
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