data as the fuel of meaningful consumer dialogues - kristoffer ewald | metapeople
TRANSCRIPT
Data is the fuel of meaningful
consumer dialogues
Kristoffer EwaldGroup CIO,Head of DNA
@kewald
• Economist, 18+ years of Digital Strategies Consulting
• Entrepreneurship with +5 startups, incl. I Co-Founded Scandinavia’s first two GACP/360 and Google Enterprise accredited companies, The Milk and AppsPeople.
• Chairman of Digital Analytics Association Denmark (2006-2009) Member @ DAA Research Committee. Board member @ Association of Danish Digital Agencies (ADDA)
• I’ve worked on Data Science, Intelligence & Analytics projects with global clients incl. 3M, Accor, Adidas, Chanel, Hermès, Peugeot-Citroën, The Red Cross, Deutsche Telekom, Hi3G and many more.
• Extensive talks, lectures and writings on Digital Strategies
ABOUT ME
ABOUT METAPEOPLE
WE ARE ABOUT
SINCE 2004
“Knowledge beats Data”@kewald, 2017
“Knowledge is power”Francis Bacon,1605
“Data beats opinion”Kaushik, 2014
KnowledgeWE ARE ABOUT
SINCE 2004
WE ARE ABOUT
ACTUALLY IT’S ABOUT
FROM NOW ON
TOP 5 ISSUES YOU SHOULD GO BACK AND FIX
Lot’s of brand
exposure is
missing
What
happened in
the past?
What does the
“conversion”
actually
represent?
Cross-device
fragmentation
destroys “unique
visitor” count
Why not use
measurement
protocol for
“instore”?
WE SUCK AT IT… (THANKS STEVE, BRYAN, AVINASH)
DATA IS EVERYWHERE
WHAT IS REAL NOW?
CLUETRAIN MANIFESTO (1999)
MARKETS ARE CONVERSATIONS
IT USED TO BE CENTRALIZED
THEN IT WENT OPEN
THEN SEMI-DECENTRALISED
POPULARITY IS NOT INFLUENCE
Source:fastcompany
THE INSANE INCREASE IN COMPLEXITY
WHAT’S THE CHALLENGE?
WHAT’S THE ACTUAL
CHALLENGE?
FORGET CHANNELS
All material is confidential
USE ANALYTICS TO MEASURE
FORGET DATA
USER KNOWLEDGE IS AT THE CORE OF YOUR
SUCCESS (AND GREAT TECH/SCIENCE)
1. OUR CHALLENGE
WHAT DRIVES OUR BUSINESS?
It’s not (first) a tech discipline – First of all it’s a business
strategy and needs to be executed via agile tactics. Then the
concept of Customer Lifetime Value needs to be reconsidered
Know the consumer
Integrated approach
Brand DNA
Business strategy
Consistently know the consumer and maintain a
relevant dialogue with her hugely increase your
business performance
An integrated approach will unify data and consumer
information across all digital touch points and keep it natively
owned over long periods across products, markets and brands.
In essence it’s the brands DNA to know it’s
consumers well
Customer Lifetime ValueCLV is hugely flawed: it’s not including context,
velocity and future
THE RISE OF MOBILE
LOCATION AND CONTEXT IS KNOWLEDGE
KEYS TO SOLVE THIS…
GOOGLE AWARENESS API
AND UNASSISTED MACHINE LEARNING
AND UNASSISTED MACHINE LEARNING
Source:@mertanen
ANSWER? Learn to say OCEAN
2. OUR RESPONSE
Acquisition Retention
Paid SearchSocial AdvertisingDisplay AdvertisingAffiliate Marketing
Facebook Custom AudiencesTwitter Tailored AudiencesGoogle Customer Match
Email MarketingCall CenterSMS Push Notifications
Customer Lifetime
Value is flawed, big
time ;)
• No Context
• No Velocity
• No Prediction
OUR NEW RESPONSE
5 New (suggested) KPIs:
• Annual Opportunity
• Predicted future total value
• User Velocity
• Core consumer fit score
• Loyalty propensity
• Suggest yours: #DDC17 @kewald
This is the key
takeaway
;)
INTEGRATION IS THE CORE
BUT HOW DO YOU BECOME CUTOMER CENTRIC?
PPC
Offline
PoS
Integrated
digital
marketing
planning
Mobile Marketing
Display
Advertising
Affiliate Marketing
CRMSocial Media
Consumer
Insights
Consultancy
SEO
THE GOOGLE STACK IS A PLATFORM
Consumer knowledge &
consumer data at the heart of
our thoughts and actions
CONSISTENT DATA-DRIVEN STRATEGY
THREE DIMENSIONAL STRATEGIC APPROACH
38
1D Performance• Max. Share of Voice
• ROI as campaign target
2D Interaction
1DPerformance
2D Interaction• Campaign development
• Increase in qualified traffic
3D Brand building• Focus on New Customers
• Strategic reach
Costs
qualified
traffic
++
--
3DBrand building
FROM MULTIPLE SILOS…
De-duplication
Reachability
Memory
CRM Mobile Social Paid …
TO A UNIFIED CONSUMER VISION
Many interactions, 4 visits, any channel
1 unique person
CRM Mobile Social Paid
Data combination
Segmentation
Assumptions
Targeting
Revenue
Synchronised and unified data
…
TO A UNIFIED CUSTOMER VISION
Many interactions, 4 visits, any channel
1 unique person
CRM Mobile Social Paid
Data combination
Segmentation
Assumptions
Targeting
Revenue
Synchronised and unified data
…
Predict the value
of the interactions
Now: Session Quality in GA
Fully integrated data set, allowing us to crunch the data and calculate
a weighted CLV
Paid
Earned
Owned
On-/Off-line
Live serving of dynamic creatives, dynamic pricing
Respecting the need for relevance in the dialogue
CURING ONE (HUGE) FLAW WITH THE NEW METRICS:
WHO AND WHAT TO DO WITH DYNAMIC TARGETING
WHAT’S THE CHALLENGE?
CASE: ONE-TO-ONE TARGETING
GET THE INTENTION OF THE USER TO FEED DYNAMIC ADS
AND WE ARE DOING THIS ALREADY FOR YEARS….
EARLY YEARS CASE C&A SMART SEARCH
990 clicks lost for
search (or buy again
at € 1/click)
USER : generic KW
10 Conversion
From search
€ 1000 = 1000 clicks = 10 conversions
But 990 users that can now
be remarketed at € 0,001 /
contact
USER : generic KW REMARKETING
€ 50 = 50.000 imps = 3 conversions
3 Additional conversion
From Smart Remarketing
SEARCH : MAKE YOUR GENERIC KEYWORDS PROFITABLE
Budget = € 1000
10 conversions
CPA = € 100
Total Budget = € 1050
13 conversions
CPA = € 81 (-19%)
3. THE FUTURE IS ALREADY HERE (JUST NOT EVENLY DISTRIBUTED)
Paid Media CRMeCommerceOwnedEarned In-Store
Collect, synchronise and crunch to build the new stronger
metrics which will put you ahead of your competition by real-time
use across all the touches over actual lifetimes
THE KEY QUESTIONS YOU SHOULD ASK US:
HOW WELL DO YOU ACTUALLY KNOW CONSUMERS?
HOW FAST CAN YOU CHANGE?
DO YOU KNOW WHERE TO GO?
TWEET YOUR THOUGHTS:
@kewald
#DDC17
Please find the slides:
www.metapeople.nl
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