´Save your Digital Life!´ - MIE2014 Webtrekk
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Welcome to the
„Save your digital life!“in a sea of Big Data…
Fred Pellenaars Ralf HaberichCountry Manager CCOBenelux
MIE 2014 Utrecht
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100+ Employees
Headquarter Berlin
Dedicated Partner Program
> 40% Annual Revenue Growth every year
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Welcome to the
Know if youare
prepared
How and where to
start
Have seen 2relevant
Case studies
Successful with Big Data and analytics
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Context – Big Data
Variety, volume
and
Velocity
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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
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Big Data - How the boss sees it
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Big Data – In reality
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Where to start?
1. Be preparedteam, data
2.Focusgoal
rule out assumptions
3. Start with askingthe right questions
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Asking the right questions
Follow the money trail
In the end all Big Data and analytics should lead to succes
More profit
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Then start with small steps
Look for small changes
that drive
Big Bucks
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Example: TV commercials vs. Online revenue
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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 ?
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„Driving eCommerce with TV Commercials“ Company WIRKAUFENSLocation Germany
CA
SE S
TUD
Y
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About wirkaufens.de
Founded 2008
100+ Employees in Frankfurt & Berlin
Online marketplace for buying your Second Hand
Mobile
MP3
Navigation
Turnover €20 Million
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Watches TV commercial
Visits Website
Analysis
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timet0
Traffic
TV Spot
Brand Search
Direct Entry
Newsletter
Campaign
Traffic
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timet0
Traffic
TV Spot
Brand Search
Direct Entry
Newsletter
Campaign
Traffic
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Spot related
Spot related
timet0 t0 + X minutest0 - X minutes
Traffic
TV Spot
Brand Search
Direct Entry
Newsletter
Campaign
Traffic
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Number of TV Visitors - per Minute
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Transaction Influence - per Commercial
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Learnings
Data beats assumption
Valuable and actionable insights on impact of
Specific TV spot
Specific TV campaign
Value driver or not
Suitable for
and
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„Model Selection via eCommerce analytics“ Company AnonymousLocation Hongkong
CA
SE S
TUD
Y
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About the Company
Founded 1970s
15.000 Employees Worldwide
Fashion Shopping
Women
Men
Kids
10,000 Stores/Wholesales
Turnover $4.5 Billion
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Is a blonde model
the best choice
to sell bikinis online?
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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.
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Data-Driven Companies perform stronger
&
will take the Lead
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Ou
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Data CollectionReportingAnalysis
WebsiteOptimization
DataIntegration
BusinessOptimization
Input (Time, Effort)
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Ou
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Intelligence
Data CollectionReportingAnalysis
WebsiteOptimization
DataIntegration
BusinessOptimization
Input (Time, Effort)
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Intelligence
Real Time Segmen-
tation
Customer Journey
TaggingReal
Online-OfflineCombi-nation
Data CollectionReportingAnalysis
DataIntegration
BusinessOptimization
WebsiteOptimization
Input (Time, Effort)
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Digital Intelligence Model ©by Ralf HaberichData CollectionReporting
Analysis
WebsiteOptimization
DataIntegration
Statistics Web AnalyticsDigital
Intelligence
Gartner Hype CycleO
utp
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(Co
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Val
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keti
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Kn
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Tagging
Real Time
Customer Journey
Segmen-tation
BusinessOptimization
Input (Time, Effort)
Real Online-OfflineCombi-nation
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Marketing
Action Center
Customer
Journey
Testing &
Optimization
Safe Tag/
API
Dig
ita
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
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Be preparedFocusSmall changes, big bucks
WR
AP
UP
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More info:
Fred Pellenaars, Country Manager Benelux | [email protected] +31 6 347 11 500 | webtrekk.com
Thank You
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