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Webtrekk´s presentation at the Marketing Insights & Big Data event 2014, Utrecht. Be prepared, focus and look for small changes that drive big bucks. E.g. measuring impact TV commercials on online revenue. For more info please contact Fred Pellenaars, Country manager Benelux [email protected] +31 6 347 11 500
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Welcome to the
„Save your digital life!“in a sea of Big Data…
Fred Pellenaars Ralf HaberichCountry Manager CCOBenelux
MIE 2014 Utrecht
100+ Employees
Headquarter Berlin
Dedicated Partner Program
> 40% Annual Revenue Growth every year
Welcome to the
Know if youare
prepared
How and where to
start
Have seen 2relevant
Case studies
Successful with Big Data and analytics
Context – Big Data
Variety, volume
and
Velocity
Big Data analytics–value?
Extract business value by revealing correlations on:
Trends
Hidden drivers of profit
Opportunities
“In some industries it will be the
difference between surviving
and not surviving”
Source: /www.mckinsey.com/insights/strategy/are_you_ready_for_the_era_of_big_data
Big Data - How the boss sees it
Big Data – In reality
Where to start?
1. Be preparedteam, data
2.Focusgoal
rule out assumptions
3. Start with askingthe right questions
Asking the right questions
Follow the money trail
In the end all Big Data and analytics should lead to succes
More profit
Then start with small steps
Look for small changes
that drive
Big Bucks
Example: TV commercials vs. Online revenue
Context
Dutch TV spot market 800 million euro
Viewing time:H1, new record: 201 minutes (6+) per person
Cost of one 30 second tv spot prime time: € 20k
Producing costs, film set costs, internal costs.
Budget TV commercial campaign, between 50 and 500k
Good investment ?
„Driving eCommerce with TV Commercials“ Company WIRKAUFENSLocation Germany
CA
SE S
TUD
Y
About wirkaufens.de
Founded 2008
100+ Employees in Frankfurt & Berlin
Online marketplace for buying your Second Hand
Mobile
MP3
Navigation
Turnover €20 Million
Watches TV commercial
Visits Website
Analysis
timet0
Traffic
TV Spot
Brand Search
Direct Entry
Newsletter
Campaign
Traffic
timet0
Traffic
TV Spot
Brand Search
Direct Entry
Newsletter
Campaign
Traffic
Spot related
Spot related
timet0 t0 + X minutest0 - X minutes
Traffic
TV Spot
Brand Search
Direct Entry
Newsletter
Campaign
Traffic
Number of TV Visitors - per Minute
Transaction Influence - per Commercial
Learnings
Data beats assumption
Valuable and actionable insights on impact of
Specific TV spot
Specific TV campaign
Value driver or not
Suitable for
and
„Model Selection via eCommerce analytics“ Company AnonymousLocation Hongkong
CA
SE S
TUD
Y
About the Company
Founded 1970s
15.000 Employees Worldwide
Fashion Shopping
Women
Men
Kids
10,000 Stores/Wholesales
Turnover $4.5 Billion
Is a blonde model
the best choice
to sell bikinis online?
Fashion Brand re-structured photo shoots
by analysing the model impact on sales and
increased orders by 38% to achieve a seasonal
turnover increase of $960,000.
Data-Driven Companies perform stronger
&
will take the Lead
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Data CollectionReportingAnalysis
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DataIntegration
BusinessOptimization
Input (Time, Effort)
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Real Time Segmen-
tation
Customer Journey
TaggingReal
Online-OfflineCombi-nation
Data CollectionReportingAnalysis
DataIntegration
BusinessOptimization
WebsiteOptimization
Input (Time, Effort)
Digital Intelligence Model ©by Ralf HaberichData CollectionReporting
Analysis
WebsiteOptimization
DataIntegration
Statistics Web AnalyticsDigital
Intelligence
Gartner Hype CycleO
utp
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(Co
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Val
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, Mar
keti
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Kn
ow
led
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Tagging
Real Time
Customer Journey
Segmen-tation
BusinessOptimization
Input (Time, Effort)
Real Online-OfflineCombi-nation
Marketing
Action Center
Customer
Journey
Testing &
Optimization
Safe Tag/
API
Dig
ita
l In
telli
ge
nce
Su
ite
Program.
Advertising
Dynamic Teaser
Recommendations
Merchandising
Onsite Targeting
Email Remarketing
Keyword Tracking
Campaign Controlling
Customer Tracking
Attribution Modelling
A/B Testing
Multivariate Testing
Landing Page &
User Experience
Optimization
Personalize
Content &
Offers
Control
Campaign
Budgets
Optimize
Conversion
Rates
Optimize
Advertising
& Reach
Use Every
Data
Everywhere
Analytics
Performance
Get
Data &
Insights
Real Time Bidding
Re-Targeting
Behavioral Targeting
Predictive Targeting
Real Time Advertising
Web Analytics
Social Analytics
Mobile Analytics
E-Commerce
Predictive Analytics
Tag-Management
TV/Print/Instore
Trusted Data
1-First / 3rd
Other Data
Dig
ital M
ark
eting W
orld
The Digital Marketing Challenges
Be preparedFocusSmall changes, big bucks
WR
AP
UP
More info:
Fred Pellenaars, Country Manager Benelux | [email protected] +31 6 347 11 500 | webtrekk.com
Thank You
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