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Creatvie_zone

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julien grunberg

on 27 May 2014

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Transcript of Creatvie_zone

Obviously
not
Line-mixing and rotational angular momentum relaxation in CO2 infrared spectra. Experiments, scaling law and application to atmospheric spectra
FOR
SCIENTISTS

Big formulae
TOPIC #1
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C
o
o
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UNLOCK
YOUR
CREATIVITY
Axa university – November 2013

“Line-mixing and rotational angular momentum relaxation in CO2 infrared spectra. Experiments, scaling law and application to atmospheric spectra.”










Main purpose : weather forecasting



Big formulae for scientists

l
Big Data
through the media,
AXA
clients
Consumers
The commercial

Click

Exposition

The target

The Website

A good targeting with inappropriate messages is useless
It’s not only about targeting …

So, How do we get more
interesting informations
?
Thx to third party data providers
You should always
adapt
your message to your
target

Online advertising (banners, Rich media, video, etc.) Website personalization - Dedicated home pages.
Rodolphe Rodrigues

But what about them ?
Profiles and behavioural analysis of buyers
Holydays
Passions

friends
Habits

sports

Thx to segmentation tree algorithms (Chaid or X2), we can build the more efficient segments
We target our campaigns to these specific segments
AXA

AD
AXA

AD
AXA

AD
Unknown sample
AXA

AD
AXA

AD
AXA

AD
AXA

AD
But how do third party data providers build their profiles ?

OK, Big data seems like magic..
We launch advertising campaigns for a specific product to a large audience without any targeting.
high roller
But it's a long term strategy !
Meanwhile, let's see what we can do with the consumers...
What does it mean for
AXA
?
Cross sell ?

Up sell ?
AXA
clients
Sometimes we are

wrong
Consumers

Fl
@
min m
Third party data providers
e
Remarketing
Intenders

Interests & demographics
20.4%
of the population represent
44.3%
of the conversions
Clicks through rate :
Cost per leads :
Conv. rate / clicks :
Last week
0,05%
20,8€
5%
This week
0,04%
17.5€
7.6%
AXA
Third party cover
Life insurance

claim
Insurance

Generali
Allianz
Health insurance

Insurance policy

Flood
Sport
foot

messi

world cup

tennis
zidane
Gambling
Las Vegas

pocker

High roller
bet
casino
low roller
#WORD1 + #WORD2
#(WORD1 + WORD2)
D=
Holydays
friends
Hobbies

sports

Passions

Segment # 1
Segment # 2
Segment # 3
A
Group Marketing & Distribution
Big data through the media
In France
House Insurance : Switch
Pilot started december 7th
#
1
: Gas and electricity

#
2
: + Telecom operators

#
3
: + Interior design
Adapt
the message to the targeted segment


Taxonomy
music
music
health
health
health
health
gambling
gambling
gambling
music
insurance
insurance
insurance
insurance
sport
sport
sport
sport
singer
singer
singer
cinema

cinema

cinema

cinema

bet

bet

bet

car
car
car
car
car
business
business
business
business
finance
finance
finance
finance
politics
politics
politics
politics
nature
nature
nature
nature
nature
singer
health
insurance
music
Build
partnership with specific websites to get more intenders
Enrich
our customers databases with external data
Customize
our websites to improve the conversion funnel
sport
sport
tennis`
world cup
brazil
foot

Insurance

AXA


Allianz
mutual compagny
pension plan
gambling
bet
casino
TAXON
OMIE
Full transcript