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We're operating in multi-screen environment, where location based services, apps & responsive websites have made the limits between physical & digital rather blurry. So, how can we understand actual customer behaviour? How can we effectively target them? How can we measure the results of multiple campaigns? Where can the actual ROI be found? Are big data the answer to all of the above? Let's examine the tools and methods to effectively create integrated and measurable campaigns.
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Costas Mantziaris / Mindworks
From Bricks to Clicks A Framework for Integrated Campaigns
E-COMMERCE IS THE FUTURE!
E-COMMERCE IS THE FUTURE!
... OR MAYBE NOT?
THIS IS GREECE
AND THINGS AREN’T MUCH BETTER ABROAD
GR
UK US
WHY WON’T MOST CONSUMERS
BUY ONLINE?
IT IS STILL HARD AND WE (PROBABLY) DON’T WANT TO LISTEN
WELCOME TO THE “BRICKS & CLICKS” ERA
CONSUMER THE MISSING PIECE
HUMANS, NOT MACHINES
BUT… WE TRACK UNIQUE VISITORS!
REALLY?
UNIQUE VISITORS. REALLY?
LET’S IMAGINE THIS...
ADVERTISER RUNS A TV CAMPAIGN
ALONG WITH MANY OTHER (DIGITAL) MEDIA
SOME CONSUMERS GO TO THE WEBSITE
Many, probably from a mobile device
SOME WILL BOUNCE
SOME WILL BOUNCE SOME WILL STICK AROUND
SOME MAY BUY ONLINE
SOME MAY BUY ONLINE BUT MOST, PROBABLY WON’T
SOME MAY RETURN LATER ON
SOME MAY VISIT A STORE
BUT CERTAINLY, MOST WILL BUY SOMETHING OFFLINE
WHERE IS THE ROI?
HOW CAN WE TRACK PERFORMANCE IN A MULTI-CONNECTED WORLD?
WARNING: EXPERIMENTAL MATERIAL
IT ALL STARTS WITH UNIVERSAL
Step 1: Track every source available + apply cost data
Step 2: Track Unique Humans not Unique Visitors
14:20
Ø Noise Floor(1)
14:25 14:30 14:35 14:40
i.e. broadcast on MEGA at 14:23
According to broadcas@ng schedule
... 00:45 00:50 00:55
...
Impact of TV adver0sement 49 visits without conversion ( )
and 6 with immediate conversion ( ) and 1 with ensuing conversion ( )
Peak threshold
Step 3: Try to understand how TV impacts online traffic to the website & conversions
Step 4: Understand how visitors behave in your stores
Step 5: Connect your CRM/ERP Data with your Universal Analytics
Step 6: Now segment & enjoy precision targeting. Understand the true Customer Lifetime Value
BE AWESOME!
BUT NEVER FORGET...
“Not everything that can be counted counts, and not everything that counts can be counted”
- Albert Einstein
Thank You!
Costas Mantziaris / Mindworks
