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Online marketing Centraal Beheer Edwin Jansen
Online marketing Centraal Beheer
Het laatste bod 3.0 Campagne - Product - Concept
Online marketing Centraal Beheer
Het laatste bod 3.0
Campagne - Product - Concept
SEA
Display
DM
Centraalbeheer.nl
Affiliate
Premium display
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
GCF – targeting
GCF – targeting
Targeting
Ads – bid
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Online marketing Centraal Beheer
Campagne
SEA
Display
DM
Centraalbeheer.nl
Affiliate
Premium display
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
GCF – targeting
GCF – targeting
Targeting
Ads – bid
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
4x 3x 10x 5x 1x 45x 6x 2x
1x 10x 10x 12x 24x 6x 1x 8x
8x 3x 31x 14x 4x 1x 9x 26x
Het laatste bod 3.0
Online marketing Centraal Beheer
Touch
Tell Sell
Customer journey
Video
Display
App
SEO
Social
Devices:
Social Social
Social
Kanalen:
Mobile
Desktop
Tablet
Video
E-mail Search
Display
Display
Search
Social Social
Social
Touch Tell Sell
Online marketing Centraal Beheer
• Concept leading
• Alleen optimalisatie per kanaal
• Met E-mail en DM bereik je alleen klanten
• Marketing campagnes leiden af van e-commerce doelen
• Organisatie niet ingericht op omni-channel benadering
En: Centraal Beheer wordt Financieel Dienstverlener
Kortom
Online marketing Centraal Beheer
Toekomstige werkelijkheid
EAB Auto
SEA
Display
DM
cb.nl
Affiliate
Premium display
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF –
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
X-sell Reis
SEA
Display
DM
cb.nl
Affiliate
Premium display
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF –
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
ZZP ZO%
SEA
Display
DM
cb.nl
Affiliate
Premium display
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF –
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Bank EPI
SEA
Display
DM
cb.nl
Affiliate
Premium display
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF –
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Zak. Verzuim
SEA
Display
DM
cb.nl
Affiliate
Premium display
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF –
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
ODV
SEA
Display
DM
cb.nl
Affiliate
Premium display
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF –
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Online marketing Centraal Beheer
Hele serie verbeteringen
mei jul jun aug okt sept nov
Online marketing Centraal Beheer
Gemeenschappelijke factor
Campagne
SEA
Display
DM
Centraalbeheer.nl
Affiliate
Premium display
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
GCF – targeting
GCF – targeting
targeting
Ads – bid
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
Device – ads – bid – GCF – targeting
4x 3x 10x 5x 1x 45x 6x 2x
1x 10x 10x 12x 24x 6x 1x 8x
8x 3x 31x 14x 4x 1x 9x 26x
Online marketing Centraal Beheer
DMP stap 1: Leveranciers
Online marketing Centraal Beheer
Wij hebben allerlei partijen gesproken. Maar velen hebben ze een nadeel:
Of ze verbeteren alleen de performance in 1 kanaal.
Of ze herbergen maar 1 soort data (first of third).
Of je levert je over aan een onduidelijk/geheim
algoritme.
Werk met User stories!
Online marketing Centraal Beheer
Monopoly effect
Online marketing Centraal Beheer
Eerste requirements
Online marketing Centraal Beheer
DMP stap 2: intern
Online marketing Centraal Beheer
Verzameld uit meer dan 100 bronnen DMP is meer dan alleen verzamelen
Online marketing Centraal Beheer
Vervolg requirements
Online marketing Centraal Beheer
DMP stap 3: Bevestiging
Online marketing Centraal Beheer
Collecteren
Online marketing Centraal Beheer
Audiences Audiences prospecting
Aquisitie retargeting
Upsell
X-sell
Online marketing Centraal Beheer
Vervolg requirements
Online marketing Centraal Beheer
Online marketing Centraal Beheer
De grootste DMP ter wereld
Online marketing Centraal Beheer
Interessante informatie
3doc
Terms and conditions may apply
3doc
Illusie van privacy
Eli Pariser
TedTalk ‘Filter Bubble
https://www.youtube.com/watch?v=B8ofWFx525s
2doc
United States of secrets
