DATA DRIVEN MARKETING

WILLEM BLOMDirector Data & Intelligence

willem.blom@deptagency.com

+31 6 45 25 14 74

DIGITAL ENTREPRENEUR, INVESTOR, TRAINER, DATA NERD, SPORTS ENTHUSIAST

HI, I’M WILLEM

technology

creativity

data

1200+ EXPERIENCED THINKERS & MAKERS

350 DIGITAL MARKETERS

45 DATA SCIENTISTS

SERVICES

MARKETING

EXPERIENCECOMMERCE

ADVERTISINGBRAND

360 CUSTOMER

EXPERIENCES

END TO END DIGITAL AGENCY

BOSTON NEWBURYPORT

NEW YORK

DUBLIN

LONDON

BUENOS AIRES

ROTTERDAM

COPENHAGEN

LEIPZIG

LISBON

MANCHESTER

AMSTERDAM

VEENENDAAL

ZARAGOZA

DRESDEN

BERLIN

HAMBURG

SKOPJE

25 OFFICES 13 COUNTRIES

ZÜRICH

PARIS

4

JENACOLOGNE

SPLIT

ZAGREB

SAN DIEGO

AI IS MIMICKING HUMAN BEHAVIOUR

Google Machine Learning Word Accuracy

AI IS OUTPERFORMING HUMANS IN COMPLEX TASKS

OVER 200 MILLION PEOPLE  WATCHED AS ALPHAGO MERGED A SURPRISE 4-1 VICTOR.

MOST OF THEM FROM CHINA

We maken de stap naar een echte ervaring voor de gebruiker in plaats van pure

FORTUNE 1000 TO ‘URGENTLY’ INVEST IN BIG DATA, AI IN 2019 IN FEAR OF DIGITAL RIVALS

THE FEAR IS REAL. WHY?

BECAUSE THE $7 BILLION NBA GOT DISRUPTED

BECAUSE THE $70 BILLION TAXI INDUSTRY GOT DISRUPTED

BECAUSE THE $500 BILLION HOTEL INDUSTRY GOT DISRUPTED

BECAUSE THE $2.2 TRILLION MEDIA INDUSTRY GOT DISRUPTED

BECAUSE THE $3.5 TRILLION RETAIL INDUSTRY GOT DISRUPTED

THAT’S ALL NICE, WILLEM

BUT HOW WILL THIS AFFECT SALES & MARKETING?

OUR WORK GETS AUTOMATED

BID ADJUSTMENTS

FINDING NEW KEYWORDS

ADDING RULES

WRITING NEW ADS

CREATING REPORTS

WRITING QUERIES

SEGMENTATION

CREATING RULES

SO WHAT SHOULD WE DO?

DATA STRATEGY01

DEFINE YOUR KEY BUSINESS CHALLENGES

SALES FINANCE OPS

CUSTOMERMARKET

Chinese products entering the market

They all affect marketing decision making

Our churn rates are increasing and customer loyalty is going down.

Our margins are lower due to increased price competition

We lack skills and knowhow to be ready for digital transformation

Customers are becoming more technological savvy. We see in increase of mobile and desktop traffic to our sites

HOW CAN DATA DRIVEN MARKETING HELP SOLVE THESE CHALLENGES?

DATA CONNECTIONS

SITE TAGGING

DATA INTERPRETATION

DATA SCIENCE

DATA MANAGEMENT

DATA VISUALISATION

SEGMENTING

FORECASTING

RECOMMENDING

DATA ACTIVATION

PREDICTING

MODEL MANAGEMENT

CONVERSION RATE OPTIMISATION

1

PERSONALISATION

& AUTOMATION

UPDATED MEASUREMENT

DATA ASSESSMENT

START WITH A DATA EXCELLENCE ASSESSMENT

CUSTOMER

TECHPEOPLE

CUSTOMER

TECHPEOPLE

How do my clients behave on- and offline?

How do w

e colle

ct data

?

What tec

h is in plac

e?

What skills does my team

possess?

NEXT STEP: DATA TRANSFORMATION PLAN

CUSTOMER02

”The most important single thing is to focus obsessively on the customer. Our goal is to be earth’s most customer-centric company.”

JEFF BEZOS

CONSUMER BEHAVIOUR IS CHANGING

70% of adults have the habit of second screen viewing while watching TV. 51% of viewers use smartphones as their second screen choice. Laptops are used by 44% of viewers.

SECOND SCREENING

SLIDE TV SCRIPT

Marketeers nowadays need to give customers the right content, at the right time, through the right touchpoints.

Using data in a smart way has become a key differentiator between the winners and losers.

EXAMPLE JOURNEY

THE LEVITATE SCORES 5 OUT OF 5 IN

RUNNERS MAGAZINE

Generic running shoe Search Website landingpages Product search

Remarketing focused on Expert / User experiences

Facebook Dynamic remarketing

Remarketing focused on trial possibilities

SEE

THINK

DO

CARE

OUR PERFORMANCE SCORECARDGoal Content Channels KPI’s Targeting

SEE Brand awareness Video ad Home page take over DOOH banner

Social Display DOOH

Reach Frequency Video views CPV / CPM

Demographic GeographicAffinity segments similar audiences

THINK Product preference & information

Rich media creative IAB creative Text ads PLA’s Canvas- & carousel ad Link click ad

Social Display Search Marketplace

Frequency Engagement ratio’s View through ratesCTR / CPM / CPC

In-market segments Similar audiencesCustom audiences Followers

DO Product sales

IAB creative Text ads PLA’s Canvas- & carousel ad Link click ad E-mail

Social Display Search Marketplace eCRM

Transactions Conversions ROI ROAS

Retarget funnel leavers Contextual targetingCustom audiences E-mail lists

CARE Retention and/or crossell

IAB creative Carousel ad Text ads E-mail

Social Display Search Marketplace eCRM

Customer lifetime value ROI ROAS

Retargeting E-mail lists

1

SETTING THE RIGHT KPIS

ANALYTICS CONFIGURATION

TAG MANAGEMENT

CUSTOMER DATA PLATFORM

IMPLEMENTATION

CONFIGURATION

DATA MAINTENANCE (HOSTING/MONITORING)

GATHERING THE RIGHT DATA

CROSS DEVICE TRACKING

EXAMPLES

1

INSIGHTS FUEL DECISION MAKINGEXAMPLES

BLUEPRINTING

DASHBOARD DATA CONNECTIONS

DASHBOARDING SETUP/EXTENSIONS

REPORTING

CRO

SKETCHINGChannel Deep Dive

CREATING A SINGLE CUSTOMER VIEW

Site

App

Store

CRM

Conn

ect

Stitc

h

1

PREDICTING FUTURE BEHAVIOUREXAMPLES

DATA CLEANING & STRUCTURING

ALGORITHM MODEL COMPETITION

DATA PIPELINE SETUP

DATA DISCOVERY

PREDICT CONVERSION/CHURN BEHAVIOUR

SEGMENT USERS

FORECAST DEMAND OR YIELD MANAGEMENT

EXAMPLE USE CASES

GCP 1ST PARTY DATA SETUP

CUSTOMER SEGMENTATION

CUSTOMER JOURNEY

Created a Google Cloud Platform architecture which connects 1st party data with visitors and uses that in combination with machine learning modules to build audiences in realtime for all vendors.

Predict conversion intent based on full user profile to better allocate media spend.

Design & build a full customer journey with micro conversions per step in the journey to be able to better optimise per phase.

TECHNOLOGY03

Marketing leaders and CMOs point to Data & Analytics platforms (41%) as the top area where they are currently investing the most money in.

SODA REPORT

THE DIGITAL/TECHNOLOGY LANDSCAPE (EXAMPLE)

APPINTERACTIONS

SITEINTERACTIONS

TAG MANAGEMENT

DATA MGMT. PLATFORM

CRM

OTHER (INTERNAL)DATA SOURCES

DASHBOARDINGGOOGLE ANALYTICS

THIRD PARTY DATA

FACEBOOK

LINKEDIN

MARKETING AUTOMATION

SOCIAL

MA TOOL

SEARCH

RTBPAID MEDIA

Data Activation

WHICH MARTECH PLAYERS HAVE TRACTION

Google Analytics

Google Optimize

Google 360 suite

Google Tag Manager

Google Cloud

Business Intelligence Data Management Data Storage

GOOGLE, SALESFORCE AND MICROSOFT LEAD THE DATA RACE

OUR APPROACH FOR TOOL & TECHNIQUE SELECTION

BEST OF BREED &TOOL AGNOSTIC

PROVEN TECHNOLOGY

SECURITY & PRIVACY BY DESIGN

OPEN SYSTEM & API’S

CLOUD FIRST & REALTIME ACCESS

PEOPLE04

DIFFERENT SET OF CAPABILITIES

DATA ACTIVATION

DATA VISUALISATION

DATA SCIENCE

DATA MANAGEMENT

DATA STRATEGY

CAPABILITIES OUR CLIENTS LOOK FOR

TEAM STRUCTURE COULD LOOK LIKE THIS

Platform Team BI TeamProduct Team Automation Team

Build the business Optimise the businessRun the business Automate the business

Commerce Manager

Program Manager

Product Owner

Content

Architect

Business analist

Data Strategist

Program Manager

Data Engineer

Data Scientist

Data visualisation

expert

Digital Strategist

UX DesignerArchitect

Visual Designer

Program Manager Back end

Front endQA

Campaign developer

Content

Campaign manager

Advertising team

Sell the business

Channel specialists

Campaign strategist

SEO

Content

Program Manager

Social specialist

REMEMBER

IT’S NOT THE SMARTEST, NOR THE FASTEST, BUT THE

ONES MOST AGILE FOR CHANGE WHO WIN

THANK YOU!