Cxense Presents the Future of Data-Driven Publishing and Marketing at DMEXCO 2018

20 Aug 2018 | By Tobias Arns

Team Cxense at DMEXCO 2018

A must-see for forward-looking publishers and marketers DMEXCO 2018 is the Cxense booth in Hall 8, D 062a, where Team Cxense will be showcasing the latest technologies for hyper-personalized customer journeys, predicting users’ likelihoods to convert with machine learning, and delivering socio-demographic based interests and behaviors out-of-the box.

Click here to reserve a coveted time slot to learn more about hyper-personalized customer journeys and the data management platform (DMP) of the future in a personal meeting with a Cxense expert.

No more shooting in the dark: Hyper-personalized customer journeys made easy

Today’s publishers and marketers can no longer afford to target users based on yesterday’s data. Personalized ads, content, and offers based on outdated information are much less likely to reflect today’s ever-changing user interests and motivations.

The idea of hyper-personalization has been around for a while. It is part of a bigger paradigm shift in publishing and marketing from a content-focused orientation towards a user-first approach, according to many forward-thinking experts like Orlando Baeza, CMO of Buzzfeed. Finally, both the technology and the data are now available to make hyper-personalization feasible in practice and with a positive RoI.

Truly effective hyper-personalization doesn’t work without a solution that allows real-time audience segmentation - i.e. segments that adapt and change in real-time and can be targeted based on live data. If a user alters his or her behavior on a site, then that user is instantly assigned to a new user segment, and the ads, content, and offers presented to that user are immediately adapted to better match that user’s interest.

Cxense’s results with this approach speak for themselves. The Wall Street Journal increased their paid subscriber base by 30 percent in less than a year after implementing the Conversion Engine to create personalized customer journeys.

However, the Conversion Engine is not limited to just publishers and growing subscriptions. Thanks to its flexibility, it can be used on any site with a large enough user base to generate sufficient data. Its strength lies in reaching users at pivotal points of their customer journey, where the ability to make the right offer at the right time is a significant revenue driver. The Conversion Engine is now available to everyone and will be showcased at DMEXCO.

Finally a machine learning-application that every marketer should find useful

Assume you are a publisher and you want to group your readers not only based on past behaviour, such as which articles they have read or registration forms they filled out, but rather based on their likelihood of becoming a subscriber. Cxense’s propensity model applies machine learning and advanced data analytics to connect dozens of different data points, such as the reader’s location, the device they are using or their interests. Because all that data is aggregated in one platform, the model can do the sorting without any manual intervention or data import. The result is a score automatically assigned to all non-subscribed readers according to how likely they are to convert to subscribers. Using such a propensity model, The Wall Street Journal for example, can now predict with a 90 percent accuracy whether a given reader will subscribe or not. Naturally, everyone who relies on subscriptions for their business model should take notice of Cxense’s data-driven approach to predicting the likelihood of regular users becoming paying customers.

A new way of Socio-demographic Segmenting Opens up New Worlds for Marketers

Historically accomplished primarily through surveys, costly focus groups and manual data collection, socio-demographic segmentation has been out of fashion for a while. However, socio-demographic segments can provide very meaningful insights into people's lives and interests, opening unlimited possibilities to connect with your audience’s motivations and intent. Luckily, we have recently upgraded our innovative DMP with ready-to-use sociodemographic and interest segments.

Marketers can now highlight different aspects of the same product to audiences in different ways. For example, a car brand can present ads to families about how three kids can easily fit on the back seat while nature-oriented people will see messages that emphasize how the car will bring them to even the most remote locations, and single men under 40 will be targeted with a race track performance ad. When a marketer has a DMP with built-in socio-demographic data and out-of-the-box segmentation for the most common scenarios, a whole new world of targeting possibilities opens up. It’s a win for both the brands that can better target the audience they want to reach and for the publishers who desire to sell their inventory and audience segments at a premium price.

If you want to discuss any of those trends at DMEXCO - do get in touch and book a meeting with the Cxense experts.