Optihau Deep learning platform to improve your digital marketing - - PowerPoint PPT Presentation

Optihau

Deep learning platform to improve your digital marketing channels structure

Optihau cross-channel optimisation

Achieve more with less: improve your sales by ~10% through channel structure optimisation while reducing total marketing spend 1

1.Results of preliminary Optihau studies

Make your data work for you: use your own history to drive performance without need for a large investment in a data science team

Reduce dependency on tracking each customer journey and stay compliant with data regulations and increased privacy demands

Challenges of customer journey approach

Usually independent approach to spend and

• ptimisation

Interaction 1 Interaction 2 Interaction 3 Conversion

Measuring effectiveness based

• n an attribution model
• Privacy and cookies regulations and using multiple devices create gaps in data
• Spamming users with overload of ads
• Attribution ≠ Optimisation: even a good attribution model misses nonlinear

interactions and cannibalisation effects

• Losing out ~20% sales increase and ~30% cost reduction (benchmark of companies

using own data to optimise execution across channels vs. non-data driven competitors)1

1.Source: BCG Mastering Digital Maturity Report

Our proposition: Adding new dimensions

• Looking at marketing at population

level, reducing dependency on user journey tracking and data quality

• Evaluating marketing mix and

understanding channels interactions

• Accounting for history and time

dependency

• Continuous change and reevaluation

Challenge: too complex for simple analytical approaches

Data Science as a tool GDPR bulletproof

Our proposition: AI untangles complexity

We use deep learning model, trained on your historical data to discover complex dependencies between spend across channels and conversions No cookies or personal data collected - no clash with GDPR, no need to track each user’s journey

• Optimal channel structure tailored to your needs, whether it is cost cutting
• r expansion of marketing campaigns
• ○

SaaS platform gives you opportunity to run report at any time and

• ngoing support
• Independent point of view: we are not providing advertisement and

reduce your dependency on agencies Actionable results SaaS model Unbiased

How does it work?

Analytics to help decision making Areas of your marketing strategy to benefit most from additional investment Growth forecast for you sales Optihau recommends

• ptimal distribution of

budgets across channels

Management Info Projections Channels __optimization Social Media

• Marketing managers

salaries

• Type of SMM
• Likes,Shares

Email

• Number of emails
• Clicks
• Bounce rates

Programmatic AdWords

• Spend
• Creatives
• Bid price
• Clicks
• Spend
• Impressions
• Bid price
• Placement

Investment potential

Sample report

Looking for partnerships for pilou project

We are happy to provide free ad-hoc analytical projects to e-commerce businesses, that could support us in defining the enhancements to our tool. Looking for a partner that:

• Operates performance marketing campaigns across at least 2-3 channels

and £10k+ monthly spend

• Ideally, we need historical data from the last 6 month to train our model.
• Is interested in implementing our recommendations.

Pilou project: driven by your requirements

02 03 04 05 06 01

02 Data collection

Data is collected through a mix of API (Google, AppNExus, Facebook) and direct data transfer

03 Training ML model

We train our machine learning model to fit your data

05 Ad-hoc results

You advise us on what insight are the most useful for you and the

• ptimal format of the reports

04 Statistical analysis and projections

We analyse statistical dependencies and make recommendations on the optimal budget distribution

01 Your requirements

A meeting to discuss your situation, sales growth plans and marketing channels

06 Additional features

• r channels

Are there other ways we can make our product work best for you?

Please contact us

Website: optihau.com Email: info@optihau.com LinkedIn: https://www.linkedin.com/company/optihau/