www.xplosion.de

Frequently asked questions – FAQs

In the following we have prepared a list of answers for you to some of the frequently asked questions (FAQs).

1.    Who is xplosion interactive?

xplosion interactive is a member of the EOS Group and hence a part of the internationally operating Otto Group. Our business field involves the development of intelligent, individual retargeting solutions on the basis of xretarget for customers from a wide range of sectors.  Read more

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2.    In which countries does xplosion interactive operate?

Since entering the market on 1 July 2008, we have been operating in Germany, Austria and Switzerland. In 2011 we are preparing to move into markets in Belgium, the Netherlands and other European countries.

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3.    What is xretarget?

xretarget is our approach to intelligent, dynamic retargeting. The key criteria that distinguish xretarget from other approaches are data mining and emotional appeal. Furthermore, xretarget also focuses on five factors: 1) Data mining, i.e. multi-phase, intelligent analysis and selection for optimum product recommendations. 2) Frequency capping for sensitive advertising exposure and awareness of quality in media purchasing. 3) Banner design taking into account aspects of brand-compatible communication. 4) Conversion-based billing forms such as CPO, CPL and revenue share. 5) Transparency with respect to data protection and opt-out function. Read more

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4.    What is different about xretarget?

Let’s just say that standard retargeting is now out of date. You need new ideas in order to turn visitors into regular customers and repeatedly motivate them to make a purchase. This is what we have done. xretarget is a forward-looking retargeting strategy that goes beyond the pure depiction of search and purchasing behaviour. With the aid of xretarget it becomes possible to identify user groups and their requirements more and more specifically. The result is richly varied advertising media with optimum product recommendations containing additional sales potential. In addition, xretarget is also based on an emotional appeal to the users. This is, after all, also an established marketing insight: only through emotions is it possible to create ties with people and motivate them to act. Here in the case of web shops, action means: generating turnover.Read more

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5.    What does data mining mean in connection with xretarget?

Data acquired from creating a profile of search and purchasing behaviour provides the basis for data mining. Statistical analyses enable new fields of interest to be accessed for each individual user that were not clearly apparent within the scope of the search and purchasing behaviour. Customers looking for a certain product are generally interested in a relatively broad spectrum of certain other products or services. Often the connection is not at all obvious and is only revealed by data mining analysis. Example: A user who looks at a camera is also interested in outdoor clothing and in certain types of insurance. xretarget uses these very wide-ranging but often not directly deducible relationships for its campaigns. The result is personalized, broad and varied product recommendations that represent new sales potential. The constantly changing mix of different offers arouses curiosity. As doors to new worlds of offers are constantly being opened, there is no familiarization effect which can otherwise lead to ‘banner burn-out’ in standard retargeting.Read more

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6.    What effect does the emotional appeal of a retargeting campaign have?

Intelligent communication with users is more than filling a dynamic banner with relevant offers. To ensure the advertising media is noticed and that the user also feels personally addressed, xretarget packages the advertised products in a brand-compatible design tailored to the user and adapted to the contents. xretarget constructs a separate campaign for every user that inspires them to act. The system embeds the user’s interests into an emotional campaign. This means that retargeting banners also become varied and are attractive to the user. Development of the campaigns takes into account the current season, a special occasion or a certain category. Read more

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7.    Which sectors has xretarget been designed for?

In principle, xretarget is suitable for all companies with a sales-oriented or lead-oriented website. We have already had great success in developing specific campaigns for various sectors using xretarget. Other sectoral concepts are currently at the development stage. More and more will be added over the course of time. Just as new sectors and segments of the economy are constantly emerging, we shall continue adapting xretarget to the requirements of the specific customers. Nevertheless, you can always rely on us taking an intensive look at your company – irrespective of whether we have already devised a solution for your sector or not. This is because we do not use an existing sectoral solution without having undertaken an intensive analysis of the customer’s requirements and objectives as well as the user’s behaviour.

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8.    What is a personalized product recommendation?

Personalized product recommendations with xretarget are created on the basis of the user’s search and purchasing behaviour and by means of statistical analyses from data mining. Items viewed by visitors to the online shop are used to recognize their interests. Banners are then compiled in real time with offers that are known to be of interest for people who have viewed the relevant items. The product recommendation is thus based on the interests available according to the user’s search and purchasing behaviour and the results of data mining.

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9.    Doesn’t this personalized product recommendation lead to a ‘Big Brother’ effect?

No. Not if the campaign has been created with xretarget. Retargeting campaigns based on xretarget create banners with varied contents that do not merely contain products previously viewed by the user. Users do not therefore feel as if they are being watched. This variety also prevents familiarization or oversaturation. 

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10.    Can users stop the personalized product recommendations?

Yes, of course. We offer an opt-out function which enables every user to switch off the personalized product recommendations. The procedure is very simple and is also supported by easily understandable mechanisms that can be accessed directly via the banner concerned. Read more

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11.   What data are needed?

In addition to the profiled information from the search and purchasing behaviour, all we need from you is a current product database. In this case, the more parameters your product database contains, the more comprehensively it will be possible to carry out the data mining analyses to create appropriate and versatile recommendations.

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12.    Is there a guarantee that user data will be handled securely and in keeping with the law?

xplosion interactive operates strictly in keeping with German data protection legislation. No personal data from users are stored. All we record is purchasing and search behaviour and this is done in anonymous form. Any possibility of matching the profile data to a specific person is completely ruled out. We also apply the strict German data protection legislation to all retargeting campaigns for customers in other countries. The profiled search and purchasing behaviour from your website will of course only be used for your own purposes. We also ensure that this information is stored separately for each of our customers. Read more

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13.    How does integration of xretarget take place?

Integration of xretarget into your online shop takes place in line with clearly defined steps. We have defined them in a roadmap that describes exactly what has to be done for your technicians. As a consequence, xretarget is implemented very quickly and easily into your web shop. A technically qualified contact is on hand to support the entire integration process. Read more

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14.    Who is responsible for designing the advertising media?

We are a full-service provider in the field of retargeting. Taking on full responsibility for control of all the tasks, such as banner design, media purchasing, adserver technology and campaign optimization, gives us the opportunity to synchronize all the measures and adapt them at short notice. All of our customers – with only a few exceptions – take advantage of this approach. The quality of our banner layouts naturally profits from the know-how that has grown through the analysis of several billion banners that have been placed.

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15.    Where are my campaigns placed?

We obtain our traffic from the leading German and European marketers and, in doing so, pay particular attention to quality. Most marketers are licensees of AGOF (Working Group for Online Media Research), members of the Ad Networks unit in the BVDW (German Federal Association of the Digital Economy) or IASH.EU Accredited Members. We also only book high-quality environments – generally we do not supply any domains of dubious advertising merit (pornography sites, warez, P2P, games of chance, etc.).

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16.    What billing model is used for xplosion interactive?

We set great store on a working relationship based on partnership and focused on success. With CPO (cost per order), CPL (cost per lead) and revenue share, we assume responsibility for a good relationship between our customers and their users in the long term. These conversion-based billing forms particularly call for retargeting with a user-friendly design because only when users feel that they are being approached in the best possible manner will they be prepared to buy. And it is only then that you have to pay for our services. Of course we also offer you billing on a CPC (cost per click) basis. Read more

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17.    Who can give me a guarantee that a retargeting campaign with xretarget really will succeed?

A fundamental principle applies to retargeting campaigns: the more intelligent the campaign, the better the conversion rate. The entire strategy of xretarget is directed towards intelligent, dynamic banner generation employing the latest developments in data mining and creating emotional appeal. Before developing an xretarget campaign, we analyze all customer areas that are important for planning and designing the campaign. And ultimately, our cooperative, success-oriented billing models prove that we ourselves are convinced of the success that our xretarget campaign, specially developed for you, will bring. Read more

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18.    Who do I approach to clarify the technical and commercial issues of working with xplosion interactive?

During the integration phase, your technical staff will receive support from a technically qualified contact. As a matter of principle, one single contact at xplosion interactive is at your disposal to deal with all areas and issues concerning your project. Questions that your personal customer manager is unable to answer directly are discussed with the relevant experts in our company. The dedicated contact will then report back to you with a reply and clarify the next steps, as required. When working with us, you always know who you are dealing with.

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