CONNECTIONS THAT MATTER - IAB Italiatheir paid, earned, shared and owned channels to drive...
Transcript of CONNECTIONS THAT MATTER - IAB Italiatheir paid, earned, shared and owned channels to drive...
1 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.1 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
CONNECTIONS THAT MATTER
2 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.2
Understanding meaningful moments to help brands create connections that matter
“Moment marketing is the ability to take advantage of an event to deliver relevant and related seemingly spontaneous and often fleeting interactions with customers in real-time”
William Grobel, Senior Manager, Deloitte Digital
3 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
Snickers more satisfying than Italian
You can still dunk in the dark
3 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
Snickers more satisfying than Italian
You can still dunk in the dark
4 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
At RadiumOne, we are obsessed with
Connections That Matter. Our mission is to connect the consumer signals for brands between their paid, earned, shared and owned channels to drive profitable outcomes
5 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.5 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
Understanding consumers starts with listening to them.
In our world, they speak through their online actions
6 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.6 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
But there are so many signals..
6am
7am
midday
5.30pm
7pm
9pm
9am
7 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.7 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
R1 is the only company that connects consumer signals from your paid, earned, shared and
owned channels to find high-value customers
8 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.8 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
Consumer-Powered Marketing™
Connections that matter most to your brand
9 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
Consumer Journey (Bank client)Invest with precision at each stage of the journey
TriggerMoment
of PurchaseInitial ConsiderationSet – Many Options
10 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
TriggerMoment
of PurchaseInitial ConsiderationSet – Many Options
Consumer Journey
Clicked on previous campaign
Viewed impressions
Campaign Data PAID
Engaged with native
content
11 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
TriggerMoment
of PurchaseInitial ConsiderationSet – Many Options
Consumer Journey
Log in to internet banking on site
Apply for account
Viewing content on site
Clicking on recommendations
on site
Customer Data OWNED
12 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
TriggerMoment
of PurchaseInitial ConsiderationSet – Many Options
Consumer Journey
Viewing shared content
Clicking on shared content
Visiting relevant domains & apps Re-sharing content already
shared through FB, Twitter, etc.
Sharing Bank content via sharing
widget
Copying text description of Bank Credit Card and
sharing it
Copying URL of credit card offer
and sharing it
Sharing Analytics SHARED/EARNED
13 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
TriggerMoment
of PurchaseInitial ConsiderationSet – Many Options
Consumer Journey
App Installs
Log in to internet banking via app
Viewing content on app
Logging into app
Research CC on app
Mobile Analytics MOBILE
14 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
TriggerMoment
of PurchaseInitial ConsiderationSet – Many Options
Consumer Journey
Sharing Analytics Customer Data Mobile Analytics Campaign Data
Legend
Viewing shared content
Clicking on shared content
Clicked on prev. campaign
App Installs
Log in to bank via app
Sharing Client content via
sharing widget
Copying text description of Bank
credit card offer and sharing it
Copying URL of Bank credit card
offer and sharing it
Viewing content on app
Viewing content on site
Logging into app
Clicking on recommendations
on site
Research CC on app
Viewed impression
s
Visiting relevant domains & apps
Re-sharing content already shared through FB, Twitter,
etc.
Sharing Analytics Customer Data Mobile Analytics Campaign DataSharing Analytics Customer Data Mobile Analytics Campaign DataSharing Analytics Customer Data Mobile Analytics Campaign Data
Log in to internet bank via website
Apply for account
15 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.15 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
Consumer-Powered Marketing
IDENTIFYconsumer signals from all of your channels and the open web
consumer signals PREDICTthe marketing actions that will have the most impact
ACTIVATEconnections that matter with accountable investment
Powered MarketingTM
16 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.16 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
Brand website Facebook
TwitterApps
CRM/ Customer data
YouTube channel
Native content
Content from site
EDMs
IDENTIFY
SIGNALS R1 TRACK IN YOUR DIGITAL ECOSYSTEM SIGNALS IN R1 ECOSYSTEM
OWNED EARNED SHARED PAID PUBLISHER
Website Visits
On Site Behavior
EDM Engagement
In App Activity
Views
Shares
On Sharing
Clicks on Shared Content
Views
Shares
On Sharing
Clicks on Shared Content
Views
Clicks
Conversions
Website Visits
Engagement
Website Visits
On Site Behavior
Views
All Sharing
Clicks on Shared Content
17 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.17 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
IDENTIFY
Website and Sharing Analytics Mobile Analytics
18 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.18 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
OWNED
EARNED
SHARED
IDENTIFY
EDM
Partnership data
Westpac website
Westpac App
CRM/ Customer data
Westpac website
Westpac App
Publisher data
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
Partnership data Partnership data
CRM/ Customer data
HIGH VALUE CONSUMER
DEM
Awards channel PAID
PARTNER
Native content
Content from site
19 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.19 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
PREDICT
Predict the consumer’s location in their purchasing journey
Score the value of each consumer engagement
Build campaign strategies customized for your brand
20 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
The purchase journey
resulting in outcomes that are accountable
Initial ConsiderationSet – Many Options
Trigger
Momentof purchase
Clare and her husband decide to buy a new home
Clare starts to evaluate different finance options
as they have found a house
Clare goes with Bank Brand X
PREDICT
21 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
PREDICT – PROSPECTINGACTALIKESACTALIKES
22 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
PREDICT – RETENTIONCHURN PREDICTION
23 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
PREDICT – LIFETIME VALUECROSS SELL & UPSELL
24 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.24 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
ACTIVATE
Using the connections gathered in Identify & Predict, execute paid media campaigns across all channels and formats
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
EXECUTINGPAID MEDIA
ACROSS ALL CHANNELS
25 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
All IN
I:
P:
A:
OWNED: Website visit data, Edm click data, CRM data, APP dataEARNED: Social data, On-site sharing dataSHARED: Publisher Data, Partner site data
Actalike modelingChurn PredictionAttribution modeling
MEDIA: Display (DESK, TAB, MOB), Video, TV Sync, DCO
LONG TERM PARTNERSHIP
GETTING SMARTER
I:
P:A:
OWNED: Website visit data, Edm click dataEARNED: Social data, On-site sharing dataSHARED: Publisher Data, Partner site data
Actalike modelingChurn prediction
MEDIA: Display (DESK, TAB, MOB), Video, TV Sync, DCO
ALWAYS ON
GETTING STARTED
I:
A:
OWNED: Website VisitsSHARED: Publisher Data
MEDIA: Display (DESK, TAB, MOB), Video, TV Sync
CAMPAIGN
26 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.26 © 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
Let’s talk about the connections that matter to you
Mattia StuaniMD Italia