How digital marketing analytics is changing in 2015

How Digital Marketing & Analytics is changing in 2015

Slide 2 www.edureka.co/web-marketing-analytics

® Digital Marketing Landscape 2015

® 2015 Trends & Outlook:» Cross Channel Experiments

» Digital Ecosystem split in two

» Unified view of customers I

» Importance of First-Party Data

» Programmatic Anyone?

» Mobile Landscape : Wallets & Payments

Agenda for today

http://www.edureka.co/web-marketing-analytics

Slide 3 www.edureka.co/web-marketing-analyticsSlide 3

About the Speaker

®11+ years across Marketing/Analytics/Operations®Diverse experience across Banking, Consumer Technology

& Enterprise Marketing®BITS Pilani (‘03) & Indian School of Business (ISB’08)®Speculative Fiction Junkie/Alternative Rock/Digital Marketing

®http://sachindevt.com®http://fantasy-smorgasbord.blogspot.com

Sachin Dev


http://sachindevt.com/

http://fantasy-smorgasbord.blogspot.com/


Digital Marketing Landscape 2015



Ubiquitous Digital Landscape®Digital trends that have impacted businesses – both big and small alike

Information abundance: Internet has made media/information available at a click of a button

Ubiquitous connectivity: Mobile allows you to be connected 24/7

Infinite Power: Cloud Computing has provided us with infinite computing power



The New Normal: Digitally Empowered Shopper

First Home. Need 42” LED TV • Visit several retailers websites online• Identify 3 models they like and ‘add to wish list’





Find Nearest ‘physical’ outlet on website• Transmitter mounted on entrance identifies couple• Pushes a ‘welcome’ message • Personalized Offers based on history with the store






• Quick links to • Updated specs/prices to models selected• Sale notification: 15% off on their model

• Store map to product location• Store expert for specifications/queries






• Quick links to • Updated specs/prices to models selected• Sale notification: 15% off on their model

• Store map to product location• Store expert for specifications/queries

• Reviews on ‘consumer app’• Advice through whatsapp from parents/FB from

friends• Mysmartprice app for competitive pricing

• Smartwatch to authenticate payment• Confirmation of delivery truck through messages• 3 weeks later – new notification about a washing

m/c and other appliances for new home-owners



Trends & Outlook for 2015:Cross Channel Experiments



Cross Channel Experiments are on fire!

® Perpetually connected customer splits his time across different devices !» Organization silos» Lack of data integration» Fragmented point solutions

®Need to integrate across these channels® Channels of Delivery:

» Mobile» Web» CRM» Point of Sale

® How ?» Big data feeds to enable cross-channel modeling

» Leading to a total actionable view of the cross=channel journey of customers

® Action to be taken:» Identify your cross-channel uses-case» Conduct a data audit: reviewing current marketing technology investment to identify where your customer-level data exists

today



Faasos: From Retail to App

® Hyper local food on demand company disrupting how people order food on

Mobile® From Wraps to Full Meals® From Retail to Mobile App® Channels of Delivery:

» Retail outlets» Call-centre » Online ( Inbound website/ mobile enabled )» Facebook » Twitter – first company to take food orders on twitter!

» Mobile App Only!



Faasos: From Retail to App

® Hyper local food on demand company disrupting how people order food on

Mobile® From Wraps to Full Meals® From Retail to Mobile App® Channels of Delivery:

» Retail outlets» Call-centre » Online ( Inbound website/ mobile enabled )» Facebook » Twitter – first company to take food orders on twitter!

» Mobile App Only!® This is fuelled by the following :

» Rising number of smartphone users in India ( 150 Million users and growing)» Need for personalization – taste & meal requirements based on location & time of the day» Convenience & Hassle free experience» High Retention rate



Trends & Outlook for 2015:Digital Ecosystem split in two



A story of bifurcation

® Traditional state of marketing technology evolution has been equilibrium between » large suite vendors &» entrepreneurial speciality solution providers

® With the technology changes happening at a never before rate, the top end of the market is now split:

» Large suite vendors

® Such changes driven by 3 factors:

Media & Social Behemoths [ Google, Facebook etc ]

Large enterprise technology vendors

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non-traditional players in the landscape



Internet of Things: A Reality?

® Tech companies go to war over the CAR ( Intelligent Cars!)» 10% of cars have built-in connectivity – to grow to 90% by 2020.» Making drive time a lot more personal

• Mood based Music changes• Syncing calendar• Monitoring traffic – to alert best times to leave so to make

your next appointment• CarPlay from Apple: interfaces iPhone to car’s infotainment center,

allowing control for music, messages or calls from their phone via voice or display

• Android Auto from Google: Similar capabilities – fitted unto self-drive cars ( 700,000 miles without an accident ) more productivity, safety and convenience

• Windshields are used for augmented reality platforms or screen to project content from mobile devices



Trends & Outlook for 2015:Unified Customer View



Unified View for a Customer

® Morning: Consumer views email on her smartphone® Lunch: She sees an ad and searches for the product information on her tablet® Evening: Makes a purchase in a store or using her laptop

Advantages Offered:» Increased control for personalization» Targeting» Optimization ( Best Returns)» Measurement programs

Looking for a taxi?



Unified view of a Chai Lover : Chai Point



Trends & Outlook for 2015:Importance of First Party Data



Prioritizing First Party Data® Information that you OWN about your own customers ®Problems with 3rd party data:

» Not fresh data» Not good enough for contextual targeting ads» Not Cheap» First party data tracking doesn’t rely on tracking movement across sites,

hence Data Privacy issues are mitigated» Insulating against changes in browser behaviour or regulation

® To do:» Locate your first party data: identify and document all sources of data:

website, app, CRM, PoS» Transition plan for how current customer experiences can be enhanced

through such data



Driving Personalization® CMO priorities for 2015 would be personalization, customer loyalty &

advocacy “With the rise of connected devices and IoT, consumers and the products they

buy are all capturing real-time streams of immensely valuable data. Getting

customers to visit your website or fill in a form is nothing compared to getting

them to share their fitness monitor or car data streams. Not only is the value of

first-party data about to skyrocket, so is the challenge of capturing, securing,

analyzing and activating it”

Marko Muellner, VP digital & group director for Edelman Portland

® Customer-first approach to improving engagement ® Demographics & other 3rd party data ultimately are tools to help focus

marketing dollars on groups as opposed to individual buyer journey mappings helping us focus target every other individual

Data from Econsultancy survey 2015

Website registration data

Past transaction data

Registration/Loyalty card info

Website browsing

Mobile Web/App Usage

CRM/Email Program

Social Media Chatter



Myntra.com: App Only Marketing

® Targets the “Chat & App driven generation” of today ( Millennials: 18 and 34 years of age)

“Fashion is a very personal experience. We believe that only mobile can truly deliver this experience as it

captures user’s lifestyle and context in manner that no other medium does. Think of all the hardware and

software features that one can leverage like camera, contact, location etc. to understand the user’s context and

deliver the experience that is deeply personalized,”

Mukesh Bansal, Outgoing CEO Myntra.com

Too many push notifications?



Trends & Outlook for 2015:Programmatic Anyone?



Programmatic becomes the Normal

What is Programmatic Advertising ?Using technology to buy and sell media space – booking mechanism for publishers ( websites that publish content where advertisers can sell ) to manage their digital space inventory® RTB:

» Real Time Bidding is a key aspect of Programmatic» Efficiently optimizing quadrillion permutations on an ad exchange» Delivering the right ad to the right person at the right time using data

Pro-gram

matic 57%

eMarketer 2015 report on digital display ad spending

Advantages:

• Cost efficiency – Both buyers & sellers using their budget most efficiently for maximum results – ROMI ! • Operational Efficiency: From 10 to 20 Ad buying opportunities analysed by media buyers in a week to a

MILLION plus opportunities a second through machine learning algorithms

100 Billion impressions x 100 variablesWhich publisher site? Pages per site? Dimension of ad display? Device type ?What time of the day ? Day of the week? Regional sentiments? Local weather?



Case study: Programmatic Display Ads - I

Million impressions on Y! homepage

Same ads served to both Jack and Jill !

Jack is a 53 year old male, CFO @ MNC looking for a luxury travel option

Jill is a 24 year old female, Content Writer for an Ad Agency interested in Cross-training looking for gym/fitness equipment



Case study: Programmatic Display Ads - II

Auctions these million impressions on Y! homepage to different marketers to show their ads to different audience segment based on data about these prospects

JW Marriott & Air France show their ads to Jack

X

Fitbit & Nike show their ads to Jack



Trends & Outlook for 2015:Mobile Wallets & Payments



Mobile widens scope

» shopping support, » offers & coupons» Comparing prices» Contacting friends for advice on

purchasing® Leverage location-based marketing

potential

66% of adults use mobile devices while shopping in-store!

• An all pervasive payment solution on the mobile?

• Life without wallets?

Mobile Wallets: A digital equivalent of a physical wallet - an online platform that allows consumers to use this mobile to do financial transactions.

Differences from a Credit Card/ Bank Account: No transactional fees charged! Convenience & Speed of transaction!



Adoption of Mobile Wallets

“Over the last financial year, MobiKwik’s user base has grown by close to 300% and has reached over 15

million now. We expect all of the 900 million phone users in India to eventually start making payments using

their device and via a mobile wallet.The primary drivers for this would be education & awareness about the

concept driving fast adoption.”

Ajit Narayanan, Social Media Head, Mobikwik

Paytm

50 Million Mo-bile Wallet Users in 15 Months!

Primary Factors of Adoption

Need & Space for Alternative solutions to Banks who didn’t capitalize on technology/infra-structureCash majority country & big potential to convert this to digi-tal money

Mobile Internet Users in India

213 Million



Momoe

® Cashless payments at restaurants is now a reality!

® Live tabs, split bills & pay on the phone without waiting for

the bill to arrive at the table!

» Improved productivity on the waiter’s side: focusing

only on customer service, cross-sell and taking the

orders ?

» Food & Grocery home deliveries done cash-lessly ?

» Queue busting at retail or apparel stores?

® 10% retention rate for a company less than a few months

old – repeat customers



Momoe

® Cashless payments at restaurants is now a reality! ® Live tabs, split bills & pay on the phone without waiting for

the bill to arrive at the table! » Improved productivity on the waiter’s side: focusing only

on customer service, cross-sell and taking the orders ?» Food & Grocery home deliveries done cash-lessly ?» Queue busting at retail or apparel stores?

® 10% retention rate for a company less than a few months old – repeat customers

® What’s in for me ( As a Merchant)» No sign up fees or monthly fees» Rich source of customer information – to be used for

running target campaigns for customer cohorts



Questions


