Hello! My name is Nicolas

I’m a coffee geek

Solvay 2005

Dedicated Research 2005

Master Bocconi 2006

Google 2007

Semetis 2009

Additionly 2012

Team of 16 people

Solvay, IAG, KUL, Ingé Civ,…

Clients: IKEA, Belgacom, M6

Vanden Borre, D’Ieteren,…

Semetis

Additionly.com

Web-based platform

Monitoring & Reporting

AdWords Performance

INTERNET

IS

BIG

Where?

Before...

… After

I believe in the future all media will be consumed through the Internet.

1. The Cloud

2. Mobile

3. Social

4. Business

5. Internet of Things

6. Big Data

1. The Cloud

1. The Cloud

1. The Cloud

2. MOBILE

2. Mobile

3. Social Networks

Online

Private

Professional

Niches

4. Business

Before

… Now

5. Internet of Things

5. Internet of Things

6. Big Data2012

60HOURS

Threat or Opportunity?

I believe in the future all media will be consumed through the Internet.

1. My World

William Leverhulme 1851-1925

That was before ...

“I know half my advertising isn't working, I just don't know which half.”

William Leverhulme 1851-1925

Pay per click model

“I know half my advertising isn't working, I just don't know which half.”

Search Ads

Google Business Success

In million of USD

How to be on Top?

1. Bidding system

2. On selected keywords

3. Bid per keyword

More than Pay Per Click :

Position = MaxCPC x Quality Score

Bidding System that requires active and frequent management for improving Quality.

Google attributes your ads a quality depending on people clicking on them vs your competitors ads

The maximum amount of money you are ready to pay to receive one click

Bidding System

The 1st Banner

Intro – Money Shift

1869 - Charles Minard

2. Business Intelligence

The Theory - consumer

The Theory - marketeer

TrafficSources

Monitoring

Data collection

Decision Making

The PracticeMultiple Screens

The PracticeMultiple Digital Channels

How to better understand the

consumer journey?

Concept - Multi-Channel Funnels

Visit Visitor

Previously

Conversion Paths

Conversion PathsNow

Assisted Conversions

Assisted Conversions60% of Conversions are assisted*

* Based on Semetis internal data

Previously

Attribution Modeling

€€€

Now

Attribution Modeling

€€€

3. Entrepreneurship

4. Additionly

5. Challenges

7. So what?

- Entrepreneurship

Larry Page: “The only true failure is not attempting the audacious”

@Facebook

It used to happen HERE