Welcome to the

„Save your digital life!“in a sea of Big Data…

Fred Pellenaars Ralf HaberichCountry Manager CCOBenelux

MIE 2014 Utrecht

100+ Employees

Headquarter Berlin

Dedicated Partner Program

> 40% Annual Revenue Growth every year

Welcome to the

Know if youare

prepared

How and where to

start

Have seen 2relevant

Case studies

Successful with Big Data and analytics

Context – Big Data

Variety, volume

and

Velocity

Big Data analytics–value?

Extract business value by revealing correlations on:

Trends

Hidden drivers of profit

Opportunities

“In some industries it will be the

difference between surviving

and not surviving”

Source: /www.mckinsey.com/insights/strategy/are_you_ready_for_the_era_of_big_data

Big Data - How the boss sees it

Big Data – In reality

Where to start?

1. Be preparedteam, data

2.Focusgoal

rule out assumptions

3. Start with askingthe right questions

Asking the right questions

Follow the money trail

In the end all Big Data and analytics should lead to succes

More profit

Then start with small steps

Look for small changes

that drive

Big Bucks

Example: TV commercials vs. Online revenue

Context

Dutch TV spot market 800 million euro

Viewing time:H1, new record: 201 minutes (6+) per person

Cost of one 30 second tv spot prime time: € 20k

Producing costs, film set costs, internal costs.

Budget TV commercial campaign, between 50 and 500k

Good investment ?

„Driving eCommerce with TV Commercials“ Company WIRKAUFENSLocation Germany

CA

SE S

TUD

Y

About wirkaufens.de

Founded 2008

100+ Employees in Frankfurt & Berlin

Online marketplace for buying your Second Hand

Mobile

MP3

Navigation

Turnover €20 Million

Watches TV commercial

Visits Website

Analysis

timet0

Traffic

TV Spot

Brand Search

Direct Entry

Newsletter

Campaign

Traffic

timet0

Traffic

TV Spot

Brand Search

Direct Entry

Newsletter

Campaign

Traffic

Spot related

Spot related

timet0 t0 + X minutest0 - X minutes

Traffic

TV Spot

Brand Search

Direct Entry

Newsletter

Campaign

Traffic

Number of TV Visitors - per Minute

Transaction Influence - per Commercial

Learnings

Data beats assumption

Valuable and actionable insights on impact of

Specific TV spot

Specific TV campaign

Value driver or not

Suitable for

and

„Model Selection via eCommerce analytics“ Company AnonymousLocation Hongkong

CA

SE S

TUD

Y

About the Company

Founded 1970s

15.000 Employees Worldwide

Fashion Shopping

Women

Men

Kids

10,000 Stores/Wholesales

Turnover $4.5 Billion

Is a blonde model

the best choice

to sell bikinis online?

Fashion Brand re-structured photo shoots

by analysing the model impact on sales and

increased orders by 38% to achieve a seasonal

turnover increase of $960,000.

Data-Driven Companies perform stronger

&

will take the Lead

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Tagging

Real Time

Customer Journey

Segmen-tation

BusinessOptimization

Input (Time, Effort)

Real Online-OfflineCombi-nation

Marketing

Action Center

Customer

Journey

Testing &

Optimization

Safe Tag/

API

Dig

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l In

telli

ge

nce

Su

ite

Program.

Advertising

Dynamic Teaser

Recommendations

Merchandising

Onsite Targeting

Email Remarketing

Keyword Tracking

Campaign Controlling

Customer Tracking

Attribution Modelling

A/B Testing

Multivariate Testing

Landing Page &

User Experience

Optimization

Personalize

Content &

Offers

Control

Campaign

Budgets

Optimize

Conversion

Rates

Optimize

Advertising

& Reach

Use Every

Data

Everywhere

Analytics

Performance

Get

Data &

Insights

Real Time Bidding

Re-Targeting

Behavioral Targeting

Predictive Targeting

Real Time Advertising

Web Analytics

Social Analytics

Mobile Analytics

E-Commerce

Predictive Analytics

Tag-Management

TV/Print/Instore

Trusted Data

1-First / 3rd

Other Data

Dig

ital M

ark

eting W

orld

The Digital Marketing Challenges

Be preparedFocusSmall changes, big bucks

WR

AP

UP

More info:

Fred Pellenaars, Country Manager Benelux | fred.pellenaars@webtrekk.com +31 6 347 11 500 | webtrekk.com

Thank You

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