customer journey case study - riw//12

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Инструменты веб-аналитики BIG DATA Understanding your Customer Journey

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Big Data - Understanding your Customer Journey: Billions of views and clicks have must be handled by online marketeers each month. Which campaign has the most impact for your ROI? Dominik Johnson will use facts from a client case study and find with you the right way for summarizing your big data. Measuring and evaluating the customer journey is essential for the efficient control of online marketing activities, e.g.: If you know that the combination “banner view - product portal - PPC search” frequently leads to conversion for your products, you can focus on the corresponding successful channel and therefore put your advertising budget to use more efficiently.

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Page 1: Customer Journey Case Study - RIW//12

Инструменты веб-аналитики

BIG DATAUnderstanding your Customer Journey

Page 2: Customer Journey Case Study - RIW//12

Dominik JohnsonExecutive Manager Global Performance Alliance

on twitter @dominik_johnsonon facebook /dominik.johnson

Yamondo.com - 15 partners around the globe

Page 3: Customer Journey Case Study - RIW//12

Agenda

- Big Data- Customer Journey- Case Study

Page 4: Customer Journey Case Study - RIW//12

https://www.youtube.com/watch?v=SMKScopMnKI

Source: YouTube Video The Guardian

Page 5: Customer Journey Case Study - RIW//12

Source: Luma Partners

Big Data

DigitalAdvertisementEco-Systemin the USA

Page 6: Customer Journey Case Study - RIW//12

Source: Digitouch member of Yamondo

Big Data

DigitalAdvertisementEco-Systemin Turkey

Page 7: Customer Journey Case Study - RIW//12

Big Data

42%Of Germans bought something online

2/5Of Retail Sales generated cashless

39%Of Germans using Internet via mobile devices

28 MillionGermans are using Online Banking

40 MillionOnline Bank Accounts in Germany

Source: BDB/Bitkom

Source: BDB/Bitkom Source: HDE

Source: Vuma

Source: TNS

Page 8: Customer Journey Case Study - RIW//12

Big Data

30%Of Germans worries about the misuse of Big Data

3/5Of Germans using real names in Social Networks and 20% are using fantasy or fake names

3/5companies in Germany want to start with Big Data

Source: TNS, T-Systems Source: Allensbach

Source: Forsa

Page 9: Customer Journey Case Study - RIW//12

Big Data

Favorabilityhunger for information

Intent To Purchasetrigger the decision

Considerationnarrow down alternatives

Awarenesssensitize and create a need

ConversionSource: explido

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Customer Journey

Source: explido

Page 11: Customer Journey Case Study - RIW//12

Customer Journey

Source: explido

Page 12: Customer Journey Case Study - RIW//12

Case Study

Source: explido

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Case Study

March’12 - April’12Period of Time (Case Study)

ChannelsPay Per Click - Affiliate Marketing - Social Media - Email Marketing - Display - Cooperations

Ad FormatsGoogle AdWords, HTML Newsletter, Facebook Apps, YouTube Channel, Affiliate Ads, Display Ads and one website of a Cooperation partner

Parties5 inclusive client

Source: explido

Page 14: Customer Journey Case Study - RIW//12

Source: YouTube Video FONIC

https://www.youtube.com/watch?v=xSKH8GPjaGs

Case Study

Page 15: Customer Journey Case Study - RIW//12

Case Study

Questionby FONIC within Kick-Off-Workshop

Which are the top 10 purchase decision phases that my customers are taking?#1

Source: explido

Page 16: Customer Journey Case Study - RIW//12

Case Study

Questionby FONIC within Kick-Off-Workshop

How should an efficient budget allocation look like?#2

Source: explido

Page 17: Customer Journey Case Study - RIW//12

Case Study

1/2 Billion ViewsData

2 Million ClicksData

6 DaysAverage Customer Journey

2,92 TouchpointsAverage Customer Journey

Source: explido

Page 18: Customer Journey Case Study - RIW//12

Case Study

Source: explido

Page 19: Customer Journey Case Study - RIW//12

Case Study

Page 20: Customer Journey Case Study - RIW//12

Case Study

Page 21: Customer Journey Case Study - RIW//12

Case Study

Questionby FONIC within Kick-Off-Workshop

How should an efficient budget allocation look like?#2

Source: explido

Page 22: Customer Journey Case Study - RIW//12

Case Study

30%Display Budget Optimization within the Awareness Phase

PPCContent Network didn‘t work for Awareness Phase therefore the defined budget can be shifted to the Favorability Phase and Consideration Phase

4,5%Finish Rate - In terms the Social Media Channel is a very cost effective managed channel it might be useful to invest a part of the allocated budget into new campaign or new apps.

9%Display Budget Optimization within the Consideration Phase

Source: explido

Page 23: Customer Journey Case Study - RIW//12

Dominik JohnsonExecutive Manager Global Performance Allianceexplido WebMarketing GmbH & Co. KGCurt-Frenzel-Str. 10a86167 AugsburgGermany

homepage www.yamondo.comtwitter twitter.com/yamondofacebook facebook.com/yamondogoogle+ plus.google.com/107653396540503500957

homepage www.explido.comtwitter: twitter.com/explidofacebook: facebook.com/explidogoogle+ plus.google.com/103795736783609924357

Telephone: +49 821 / 21 77 95 - 631eMail: [email protected]

Спасибо вам.