Online Brand Identity Building a brand in the age of digital data

Joris Merks-Benjaminsen Head of Digital Transformation, Northern Europe Follow me on:

www.jorismerks.com www.onlinebrandidentity.org

Awarded Best marketing book 2015

If everything becomes digital...

...everything becomes

measurable

We know how to use real-time data

But we only do so at the end of the funnel

The real online consumer journey

Average booker: >50 online actions, 129 days

There is no ‘online’ or ‘offline’ booker

Mismatch between upper & lower funnel activity

Systems are too fragmented: no view across the journey

An example of my consumer journey

This is what most databases would look like

●  “Joris Merks-Benjaminsen whom is a loyal customer opened the mail on

his smartphone but did not visit the site and didn’t buy anything.”

●  “Someone visited the site on a laptop, looked at the new collection and

used the store locator, but didn’t buy anything.”

●  “Someone visited the offline shop in the PC Hooftstraat in Amsterdam and

bought a blazer.”

Integration of CRM and real-time data needed

Cookies link back to

previous site visits on

same computer,

including previous

purchase

Purchase links to

personal info including

e-mail opening on

smartphone

Store personnel offers to

send receipt to e-mail

address, which links this

purchase to all previous

ones

●  “Joris Merks-Benjaminsen whom is a loyal customer opened the mail on

his smartphone, then visited the site two days later on his laptop, looked at

the new collection, used the store locator and ended up buying a blazer in

the PC Hooftstraat in Amsterdam two weeks later.”

This is what a consumer centric database looks like

Time & Space

Chop & Stitch Sample & Extrapolate

Inevitable gaps in real-time data

Digital vs traditional data

Traditional research remains important for the ‘why’

Privacy: give consumers choice

The third currency

Transparency & Control

1. Short term is easier to measure than long term

2. You can’t measure what you never tried

3. Mono-channel is easier to measure than cross-channel

4. Burst is easier to measure than always-on

5. In a lot of cases you can only measure BIG experiments

Five universal limitations of data

Balance data, mind and heart

Data optimize proven successes

Mind strategic ‘future ready’ experiments

Heart creative use of the digital canvas