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Online Brand Identity Building a brand in the age of digital data
Joris Merks-Benjaminsen Head of Digital Transformation, Northern Europe Follow me on:
www.jorismerks.com www.onlinebrandidentity.org
Awarded Best marketing book 2015
If everything becomes digital...
...everything becomes
measurable
We know how to use real-time data
But we only do so at the end of the funnel
The real online consumer journey
Average booker: >50 online actions, 129 days
There is no ‘online’ or ‘offline’ booker
Mismatch between upper & lower funnel activity
Systems are too fragmented: no view across the journey
An example of my consumer journey
This is what most databases would look like
● “Joris Merks-Benjaminsen whom is a loyal customer opened the mail on
his smartphone but did not visit the site and didn’t buy anything.”
● “Someone visited the site on a laptop, looked at the new collection and
used the store locator, but didn’t buy anything.”
● “Someone visited the offline shop in the PC Hooftstraat in Amsterdam and
bought a blazer.”
Integration of CRM and real-time data needed
Cookies link back to
previous site visits on
same computer,
including previous
purchase
Purchase links to
personal info including
e-mail opening on
smartphone
Store personnel offers to
send receipt to e-mail
address, which links this
purchase to all previous
ones
● “Joris Merks-Benjaminsen whom is a loyal customer opened the mail on
his smartphone, then visited the site two days later on his laptop, looked at
the new collection, used the store locator and ended up buying a blazer in
the PC Hooftstraat in Amsterdam two weeks later.”
This is what a consumer centric database looks like
Time & Space
Chop & Stitch Sample & Extrapolate
Inevitable gaps in real-time data
Digital vs traditional data
Traditional research remains important for the ‘why’
Privacy: give consumers choice
The third currency
Transparency & Control
1. Short term is easier to measure than long term
2. You can’t measure what you never tried
3. Mono-channel is easier to measure than cross-channel
4. Burst is easier to measure than always-on
5. In a lot of cases you can only measure BIG experiments
Five universal limitations of data
Balance data, mind and heart
Data optimize proven successes
Mind strategic ‘future ready’ experiments
Heart creative use of the digital canvas