Why Ogury will become the next Billion adtech company?

IAB Workshop - December 2, 2015
Mobile:
the way to know better your
audience
Speakers:
Jacopo Ercolani, MD Italy
Francesca Lerario, Sales Director
Matteo Giarrizzo, Samsung Media
Manager
WHAT IS OGURY?
Smart mobile
acquisition
A winning Team
Smart mobile
acquisition
JEAN CANZONERI
Ex BeeAD CEO
MSc. In Business Management
Grenoble Ecole de Management
Mastère Entrepreneur label HEC
Expertise in:
Ad online Market
Ad format creation
International Sales expansion
THOMAS PASQUET
Ex BeeAD CEO
MSc. In Business Management
Grenoble Ecole de Management
Mastère Entrepreneur label HEC
Expertise in:
Online Publishing Market
Audience Creation
International Publishing expansion
Smart mobile
acquisition
12 M $ revenue
Fast growing
mobile Ad Tech company
2015
4 Countries in 1 year:
2016
UK
France
Italy
Spain
WHY? THE DATA TO THE NEXT LEVEL
Smart mobile
acquisition
Ogury
is integrating Millions of
SDK’s
(already 200M+) in apps.
After the user
consents,
we gather granular
DATA
« like never
before »
✓ Every web page browsed by the user
✓ Every product the user has viewed, regardless
of site
✓ All research performed by the user online
✓ All bookmarks made by the user
✓ All apps downloaded by the user
WHY IS OGURY’S DATA BETTER?
Smart mobile
acquisition
• We are not a trading desk
• We are not buying the same data others are buying
• Nobody on the market has the same granularity as
us
• We only exploit 1st party data, that we collect
directly
• We are not exploiting data from the brand
THE DATA JOURNEY
Smart mobile
acquisition
Raw data
Extractio
n
Data Transformation
Integrating, cleansing,
repairing, crossing,
validating…
Load in Data warehouse
(structure and Storage)
DATA USE 1 – BRANDING AGENCY
Smart mobile
acquisition
Top brands are moving from the simple socio-demo legacy,
the traditional «women 40-45»; they want to go deeper.
AFTER USER’S AUTORISATION,
WE CREATE PERSONAL
CLUSTER BASED ON:
» Url visited by the user
» Keywords searched
» Apps usage
Thanks to Ogury, they can now target a truly interested audience.
Targeting methodology
Samsung Washing Machines
www.samsung.com/it/home
Search : www.cosedicasa.com/
www.lg.com/it
www.amazon.it/Lavatrici/
Smart mobile
acquisition
Date
Tempo
22/05/14
22/05/14
22/05/14
23/05/14
24/05/14
26/05/14
4 Min
5 Min
3 Min
4 Min
Date
Search : lavatrici
Samsung
Search : weather
prediction
Search: lavatrici di
qualità
Bookmark : Subito.it
Bookmark : Euronics.it
15/05/14
10/05/14
08/05/14
Date
22/05/14
22/05/14
App
App
App
App
App
App
:
:
:
:
:
:
Candy crush
Cityapp
Mr porter
Trony
Ikea
Mediaworld
Date
Tempo
22/05/14
22/05/14
22/05/14
23/05/14
24/05/14
26/05/14
4
4
5
0
2
1
We score each user via the data we have collected and cross reference this with the campaign
objectives.
Ogury then pushes the delivery of the recommendations based on our ‘compatability score’.
100%
97%
96%
95%
90%
80%
52%
50%
49%
29%
19%
Targeting matrix
Samsung Washing Machines
Example for Samsung Washing Machine
Smart mobile
acquisition
DATA USE 2 – CUSTOMER INSIGHTS
Smart mobile
acquisition
Ogury can use datas to help a brand to know
the COMPLETE PROFILE of his LOYAL USER.
We combine datas on the loyal user
with datas on a generic sample of
user
and we provide 2 levels of
insights:
» Common features on the loyal user
» Discriminant features which define
the loyal user
We have acess to the deapest data in the market,
and we share them with our partners.
DATA USE 3 – BUSINESS INTELLIGENCE
Smart mobile
acquisition
Our BI unit constantly analyzes the direct data
and adapts delivery to guarantee optimal results to our partners.
Thanks to the most precise targeting,
the users with the highest value for a
brand are identified and exposed to
the ad.
» We monitor and optimize CTR,
view
rate, landing rate, visits,
time spent
» The higest CPM and the biggest
volume to our publisher
WE DON’T USE PIXELS, WE DON’T USE COOKIES!
DATA USE 4 – AD HOC ANALYTICS
Smart mobile
acquisition
It is key for an app developer to know their audience in order to:
» Adapt the product to their audience
» Decrease the cost per acquisition
Exploiting granular
And complete data
» Ogury is bulding the first
marketing insight dashboard, that
will give
app partners access to this data
in the most simple and effective
way.
There are several tools to understand what the user is doing inside the app,
but nothing « outside the app »
DATA USE 5 – PERFORMANCE PREDICTION
Smart mobile
acquisition
Performance Advertisers are focusing on retargeting,
craving a way to acquire new consumers
New customers
Volume
Market share
Value
Retargeting
Existing customers
limited basis
comodity
NEXT 6 – DMP DATA SEEKER
Smart mobile
acquisition
Every day DMP’s are selling $millions of aggregated data to DSP’s
99% of this interest based data is built from
only a few websites/app mapping.
Ogury will exploit this granular and
complete data to
produce way more accurate segments
» Trading desks will finally have a
data
partner that is capable of
influencing their campaign
performance.
This will also allow Ogury to offer a new revenue stream
to thousands of app developpers without displaying any ads
Mobile
The way to know better your audience
Smart mobile
acquisition
Mobile
The way to know better your audience
Who is the
Samsung User?
OGURY KNOWS IT!
Ogury can help a brand to
know the discriminant
features which identify the
loyal user…
Smart mobile
acquisition
Mobile
The way to know better your audience
Smart mobile
acquisition
How we do it?
st
1
We define the target to study (sample A)
Target: users who has sponaneously visited
www.samsung.it
nd
2
we collect datas on the target and on a generic sample
of opt-in users (sample A and B)
3rd
we combine datas and we extract common and discrimant
features which define the Samsung User (sample A)
Mobile
The way to know better your audience
What’s the difference between
common and discriminant features?
Smart mobile
acquisition
Mobile
The way to know better your audience
Smart mobile
acquisition
A feature can be common or discriminant according to the
Likelihood Ratio, a statistic that allow us to estimate
how discriminant is a feature between 2 populations
The
formula:
LR
If
Log
P
X
A
B
=
=
=
=
Probability
Feature
Population 1 (Samsung User)
Population 2 (No Samsung User)
the LR is a positive number, the feature X is discriminant for A
If
If
=
P(X/A)
P(X/B)
the LR is close to 0, the feature X is common for A and B
the LR is a negative number, the feature X is discriminant for B
Mobile
The way to know better your audience
Smart mobile
acquisition
Let’s make it simple with an example:
A - SAMSUNG USER
X - FEATURE
B - GENERIC USER
Who passed by www.samsung.it
Sample: 100.000 users
Sample: 12.000 users
www.google.it
10.000 users
90.000 users
www.diretta.it
5.000 users
1.100 users
» WWW.GOOGLE.IT
» WWW.DIRETTA.IT
Generic feature which define
Discriminant feature which is
the Samsung User but also the generic
specific
one
for the Samsung User
Mobile
The way to know better your audience
Smart mobile
acquisition
Insight 1 - Top 50 list
We extract the generic features which define the
Samsung User
Top 50
Top 50
Top 50
Apps
Url
Keywords
Facebook
www.google.it
Google
Instagram
www.facebook.com
Facebook
Whatsapp
www.wikipedia.org
Youtube
Shazam
www.amazon.it
Samsung
Adobe Reader
www.gazzetta.it
Android, Galaxy
Mobile
The way to know better your audience
Smart mobile
acquisition
Insight 2 – Likelihood ratio
We calculate the discriminant features which identify
only the Samsung User
Top 50
Top 50
Top 50
Apps
Url
Keywords
Insegreto
www.aranzulla.it
Barilla
Expo2015
www.infostrada.it
traduttore
Quitzpatente
www.vipmobile.it
Immagini
Trovaprezzi
www.giochissimo.it
Fantagazzetta
Doveconviene
www.giallozafferano
offerte
.it
Mobile
The way to know better your audience
Smart mobile
acquisition
Profile 1
Sport interest
Discriminant APPS
Calciomercato.com, LiveScore
Discriminant KEYWORDS
Calcio, diretta, formazioni, fantacalcio
Discriminant URL
www.calciomercato.com , www.sportmediaset.mediaset.it ,
www.fantagazzetta.com , www.gazzetta.it
Mobile
The way to know better your audience
Smart mobile
acquisition
Profile 2
Tech interest
Discriminant APPS
eBay, QR Code Reader
Discriminant KEYWORDS
Offerte
Discriminant URL
www.trovaprezzi.it , www.aranzulla.it , www.amazon.it
Mobile
The way to know better your audience
Profile 3
The Young user
Discriminant APPS
Insegreto.it , Quitz Patente
Discriminant KEYWORDS
Frasi, Testo
Discriminant URL
www.isaechia.it , www.studentville.it
Smart mobile
acquisition
Mobile
The way to know better your audience
Profile 4
Food Interest
Discriminant APPS
GialloZafferano: le Ricette
Discriminant KEYWORDS
Barilla
Discriminant URL
www.giallozafferano.it
Smart mobile
acquisition
Mobile
The way to know better your audience
Smart mobile
acquisition
insights
Performance circle
data
strategy
results
Data can be the most powerful fuel, but you will
always need motor and a good driver if you wanna win
the race.