Marketing Automation Event - IAB...CHANNEL JOURNEY USER Segmenten aan systemen aanreiken, zodat deze...

Marketing

Automation Event

Partners.

Welkom Erik Klein Nagelvoort

Taskforce voorzitter Data & Techniek //

Moderdator

De positieve impact

van Marketing

automationEd Kassens

Marketing en Sales Manager at Whooz BV

Waarom dit onderzoek?

Is de verwerking van persoonsgegevens

een probleem?

Is dit alleen ons probleem?

Wat vindt de

consument?

Waar komt de term spam

vandaan?

De Can Spam act 2003

kabinet George W Bush

Impact op de economie

Impact op onze wereld

2 invalshoeken

Hoe groot is de online

marketing sector in

Euro’s?

Overall, turnover and profits dependent –

directly or indirectly –on electronic

communication are expected to fall by

around 30%. Across all sectors, the

ePR might introduce a reduction

of annual turnover of up to

€551.9 billion and a reduction of

annual profit of €58 billion EU

wide.

…the European market has

doubled in size in 5 years, from

€24.8bn in 2012 to €48bn in

2017…..

Digital advertising spend in the

Netherlands increased +9% to

€1.97bn, surpassing all non

digital media spend in 2017

En al die andere

kanalen dan?

Email bijvoorbeeld?

Gemiddelde ROI op data driven

kanalen €2,50bron: AC Nielsen en nog 1

188.000 professionals

werkzaam in data driven

marketingbron: CBS Statline

16 miljard per jaar, is dat veel?

8x zo groot als landbouw

2x zo groot als transport

0,9x zo groot als hard drugs

bron: CBS Statline

Impact op de samenleving.

oftewel:

data-free marketing, kan

dat niet gewoon?

Impact op de samenleving.

oftewel:

data-Free marketing, kan

dat niet gewoon?

De motieven van de marketeer:

Die hebben we nog niet, volgt uit

onderzoek.

Consumentopvattingen worden

ook opnieuw uitgevraagd

Initiatieven ondersteund

door de IAB

Gedragscode

Transparency & consent

framework

Oh ja..

Het

we-zijn-geen-eiland

argument

Tijdlijn.

Mei Juni Augustus September

data-IN frameworkWERKGROEP D&T

Tim Hoefnagel

MD / Founder

Jhon van der Ceelen

Business Intelligence Director Data & Tech

Plug & Play Data Volwassen

DMPSuper DMP (new)

Ethernet

Power

F i r s t p l ug & p l a y dmp se rv e r

Bas Smabers

Partner / Strategy Director GUC agency

Tim Hoefnagel

Founder / MDSqueezely DMP

Rutger Groot

Manager Product Development Sanoma

Tije Vlam

Digital Analytics ConsultantTraffic Builders

Jhon van der Ceelen

BI Director Data & TechnologyMindshare

Wat is data?

Wat is data?

data-IN

marketing

data-UIT

data-IN framework

data-IN framework

A3 structuur framework

module

LOW

M EDIUM

HI GH

module

LOW

M EDIUM

HI GH

module

LOW

M EDIUM

HI GH

BUILDING BLOCK

Centraal staat de inrichting

en DNA van je organisatie

evenals het inzichtelijk

maken van je consumer

journey, analyseren en

definiëren van concrete

doelen.

ALIGNMENT CULTURE PROCES

KNOWLEDGE JOURNEY COMPLIANCE

ETH ICS TECHNOLOGY

Organiseren

da

ta-I

N f

ram

ew

ork

W I S H

G O AL

S T R AT E G Y

I N D I V I D U AL

T E AM

O R G AN I S A T I O N

U N W R I T T E N

W R I T T E N

M O N I T O R E D

W I S H

G O AL

S T R AT E G Y

P R O D U C T / A C T I O N

CU S T O M E R

CO N S U M E R

M AN U A L

C H AN N E L

I N T E G R A T E D

L O W

S I L O

S Y N E R G Y

U N K N O W N U N C AP A B L E

K N O W N U N C AP A B L E

K N O W N CAP A B L E

Verzamelen van ruwe

data van verschillende

databronnen op één

locatie vastleggen.

KNOWLEDGE DATA DATASOURCES DAT A FRE S H NES S

AUDIENCE

Collecteren

da

ta-I

N f

ram

ew

ork

‘ H E T I S E R ’

H E R K O M S T B E K E N D

B E W U S T E CO N T R O L E

CU S T O M E R S

P R O S P E C T S

S U S P E C T S

O W N E D (1 s t )

CH AN N E L (2 n d )

E N R I CH E D (3 r d )

AD - H O C

S CH E D U L E D

R E AL - T I M E

Alle gecollecteerde data

samenvoegen tot één unieke

ID.

I DE NT IF ICAT ION TECHNIQUE ACT IONABLE

Harmoniseren

da

ta-I

N f

ram

ew

ork

D AT A S I L O S

I D CR O S S O V E R

O N E I D

M AN U A L

AU T O M A T E D

R E AL T I M E

AN O N Y M O U S

AU D I E N C E

I N D I V I D U AL

Analyse om tot inzichten

te komen welk (gedrags-)

kenmerk bepalend is

voor gewenst (koop-)

gedrag.

FREQUENCE INS IGHT GRANULARITY

CONSISTENCY

Analyseren

da

ta-I

N f

ram

ew

ork

AD H O C

S CH E D U L E D

R E AL T I M E

U N S T R U C U R E D

D E F I N E D

S T AN D A R D I Z E D

H I N D S I G H T

I N S I G H T

F O R E S I G H T

G E N E R I C

AP P L I C A B L E

S P E C I F I C & D E T AI L E D

Realiseren van segment(-

en) waarop specifiek

getarget kan worden met

specifieke boodschap(-

en).

BEHAVIOUR DATATYPE LEVEL

BASED UPON IN/EXCLUDE

Segmenteren

da

ta-I

N f

ram

ew

ork

O N E S E G M E N T

M U L T I P L E S E G M E N T S

I N D I V I D U AL

G E N E R I C

S P E C I F I C

D AT A M O D E L I N G

P R O B AL I S T I C

5 0 / 5 0

D E T E R M I N I S T I C

I N CL U D E

I N - & E X CL U D E

S P E C I F I C

CH AN N E L

J O U R N E Y

U S E R

Segmenten aan systemen aanreiken, zodat deze op juiste moment, aan de juiste persoon de juiste boodschap kan leveren.

EXECUT ION LEVEL INTEGRAT ION

AUDIENCE FREQUENCE TEST ING

Activeren

da

ta-I

N f

ram

ew

ork

M AN U A L

AU T O M A T E D

D Y N AM I C

S U S P E C T S

P R O S P E C T S

CU S T O M E R S

CH AN N E L B AS E D

CR O S S M E D I A

O M N I CH AN N E L

R E AC T I V E

P R O AC T I V E

P R E D I CT I V E

CH AN N E L

J O U R N E Y

U S E R

AD - H O C

D E F I N E D

S T AN D A R I Z E D

AUT O M A T I O N

Feedback

Werkgroep Data Framework

Next steps

data-IN

Whitepaper

Data voorbeelden

Cases

data-UIT

Organisatie

Stappen

KPI’s en metrics*

* In samenwerking met bvA

Gebaseerd op data-IN framework.

Data Maturity test

Tot ziensnamens werkgroep data framework

Tim Hoefnagel Jhon van der Ceelen

MD / Founder Business Intelligence Director Data & Tech

[email protected] [email protected]

mailto:[email protected]

mailto:[email protected]

Arjan Grootveld

Owner & Programmatic Consultant, DigitalResults

www.digitalresults.nlPhone: +31 6 10 45 80 97| e-mail: [email protected]

tasks

RIGHTSOURCING of programmatic

From the advertiser perspective

Arjan Grootveld


Sourcing is a trending topic

tasks

65 Percent of European Brands are Programmatically Active – UK and Italian brands led Europe with programmatic activity at or above 70% in both markets. Meanwhile, German (48 percent) and French brands (63 percent) registered the lowest programmatic buying engagement, reflecting the heavy focus on consumer privacy in those two countries

86 Percent of Programmatic-Active Brands Have In-House Capability – In-house setups are divided by brands having fully moved buying functions in-house (39 percent) versus those with partial capabilities (47 percent) involving media agency partners.

Source: IAB Europe survey April ‘19 - European Programmatic In-Housing


Trending topic

tasks


what’s causingthe discussion?

From the advertiser perspective

Approach


Tech ownership vs task management

TECHNICAL

TACTICAL

STRATEGY

DESIGN TECH

Creative design, dynamic banners, integrating data

DESIGN

Tools needed to be able to run campaigns

TECHNOLOGY

Measurement, tagging, feeds, and DMP related

TECHNICAL WORK

Trafficking, campaign management, analysis, inventory

TACTICAL EXECUTION

Campaign strategy, audiences, KPI’s, publishers deals

STRATEGY


Sc #1: Insourcing tech

TECHNICAL

TACTICAL

STRATEGY

DESIGN TECH

ADVERTISER

AGENCY

Agency runs all activities, but with (some) direct licensing by the advertiser with adtech vendors

• Full transparency & control• Less internal resources req• Flexibility

• Can be more expensive• Less leverage on supplier


• Adserver• DSP• Creative management• Verification• DMP (for 1st party)

Sc #1: Insourcing tech


Sc #2: Insourcing of daily execution

TECHNICAL

TACTICAL

STRATEGY

DESIGN TECH

ADVERTISER

AGENCY

Day to day campaign management is executed by internal resources. The agency has a strategic role

• Up to date with latest developments• Link with offline buying/ brand

• Resources for execution, scaling• Less alignment with business strategy


Sc #3: Insourcing of strategy

TECHNICAL

TACTICAL

STRATEGY

DESIGN TECH

ADVERTISER

AGENCY

Day to day campaign management is executed by internal resources. The agency has a strategic role

• Most resources sit with agency• Alignment with business strategy• Use agency leverage & expertise

• Hard to find good senior strategist


Sc #4: Insourcing of design work

TECHNICAL

TACTICAL

STRATEGY

DESIGN TECH

ADVERTISER

AGENCY

All digital creative development, such as display banners and video’s, is done inhouse.

• Creatives in line with other advertiser material

• Prioritization and delivery as required

• HTML5 isn’t graphical design, additional resources needed

• Missing agency experience & scaling


Sc #5: Full inhousing

TECHNICAL

TACTICAL

STRATEGY

DESIGN TECH

ADVERTISER

AGENCY

All activities related to programmatic are insourced at the advertiser side. The agency is not connected

• Full control & transparency• Full alignment with advertiser strategy

and business objectives

• Risk of tunnel vision• No re-use of knowledge• A lot of resources needed, no flexibility


Other scenario’s

• Insourcing of activities, but having the agency as a consulting partner.

• Insourcing, but leaving publisher dealmaking to the agency, leveraging bargaining power

• Sharing the workload over both strategy and execution. E.g. trafficking outsourced, but campaign management insourced

• Having the agency team working physically inhouse, offering the advantage of being closer and understanding client needs

• Insourcing performance marketing, but outsourcing (programmatic) media buying for branding


Pitfall #1


Pitfall #2


Take outs

Which option to go for depends on to what

extend it solves the issue for the advertiser

LOOK AT ADDED VALUE

No black and white. Each option has pro's and

cons. It's about how much you weigh those

OWN THE DECISION

Don't introduce overly complicated models. In the

end, test and see what fits best

KEEP IT PRACTICAL

Agencies bring invaluable knowledge, which can

be used to move into a consulting role

EXPLORE POSITIONING

02

03

04

01

The trend is there. How to make the best decisions is up

to you!

Best practices in

marketing

automationLejo van Duivenvoorde

EDM

Herhaalaankoop voorspelling

RANDOM

FOREST

EDM AutomotiveBase

Renault transactions

Resultaat: ➢ 40% behoud (normaal 3%)➢ Grotere return on marketing spend

Verdubbeling conversie

Low ranking Matrix Factorization

Alternating Least Squares

“Persoonlijk, relevant, klantgedreven”

Acties – promoties van leveranciers

Loyalty – bedankt voor aankopen

Cross-sell – passende aanbieding

Search Automation Automatiseren van Google Ads advertenties mbt alle mutaties van Gebruikte Auto’s en Lease Aanbiedingen : welke auto’s zijn verkocht, welke voorraad, welke prijzen in meerdere landen

Samenwerking Adchieve en LeasePlan Digital voor automatische advertentie produktie :

• wat doe je als je maar een model op voorraad hebt? En wat als je er 25 hebt?

• hoe garandeer je relevante zoek resultaten?

• biedregels obv input en strategie

Doorlooptijd per ticket van 4-6 uur naar ‘real-time’

Enorme tijdswinst bij medewerkers

Optimale SEA strategie dmv Smart Bidding

Off- naar Online Attributie/Targeting

“Doordat we nu zicht hebben op hoeveel hoger de gerealiseerde omzet uitvalt wanneer wij offline transacties meenemen in het beoordelen van onze Ads-campagnes, hebben we de ROAS-doelstellingen naar beneden bij kunnen stellen.”

BK2020: marketing automation spin-off

Bevolkingsonderzoek Borstkanker voorkomt jaarlijks 850 sterfgevallen. Tijdige detectie is de doorslaggevende factor

BK2020 : 78 nieuwe mammografen waarvan 57 mobiel

Automatische en tijdige verwerking van 5.000 beelden per dag, continuiteit en privacy is prioriteiten #1. Workflow.

Issue : Detectie en beelduitwisseling met ziekenhuizen en huisarts

Oplossing : Ontwerp obv Image Recognition software en DMP technologie voor deployment bestanden obv een AI model in real-time ipv doorlooptijd van weken.

Decision

Model

Volg ons.

Of praat met ons mee via #IABnl

@IABnl

/company/iab-netherlands

@IABNederland

@IABnl

Tot ziens

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