What's Next digital - May 2015

1 Laurence Baeten Business Development Manager

Jump Into the Future of Digital Advertising ! !

May 2015

v  Presentation 1: Google’s Next Projects and the future of digital marketing

Presented by Guy Gelaude & Laurence Baeten

v  Presentation 2: The Full Power of a Cross-Channel Attribution Model

Presented by Gaëtan Godart

v  Presentation 3: Cross Device Tracking - The Future is Now

Presented by Karen Carbonez

v  Presentation 4: First Case in Europe: Google Analytics at every level of your Organization

Presented by Kristien Segers & Emilie Huybrechs

Table of Contents

Presentation 1:

Google’s Next Projects and the future of digital marketing

Presented by Guy Gelaude & Laurence Baeten

State of Digital 1 Guy Gelaude - Agency Product Manager

1

Definition of “state”:

...“Is the particular condition that someone or something is in at a specific time”...

1. SETTING THE SCENE

It’s early morning on the Web...

2014 World Population 7 BILLION

2 BILLION 2014 Internet Population

The world is changing...

The next 5 billion of connected consumers

The next 5 billion

Hyper- acceleration of technology

since 2006

Global bandwidth usage increased

12x

by 2020

Will grow by another

12x

“Internet of Things”

internet of things

“When passing by a supermarket, you get an sms from your fridge, to let you know you that you are running low on milk”

“The Internet has changed how we (re)search and buy

products”

Some e-commerce facts.

In 2013 in Belgium the internet economy represents € 12,0 Billion or 3.5% of the GDP

In 2015: this will be 19,6 Billion or 5%. Key driver will be E-commerce.

Source: Interneteconomy.be- BCG study in collaboration with Google

Source: BCG-study (update March 2013): Interneteconomy at the crossroads

The Belgian e-commerce landscape

E-commerce in Belgium represents € 4+ Billion


25% of all Belgian online purchases originate from foreign websites. 60% of online advertising spend aimed towards BE consumers originates from abroad as well.

Source: BCG-study (update March 2013): Interneteconomy at the crossroads

Belgians search more than the Spanish or the Germans

Google Search volumes across EU-19

Belgium still has a low online advertising cost & #advertisers


Based on the Google Adwords advertising product, size of bubbles equals the population (CPC is proxy for online advertising cost, and Adwords Depth is proxy for # advertisers in the market)

… it challenges all existing models...

_Transformation of the Consumer Journey_

Stimulus First Moment of Truth

Second Moment of Truth

_Transformation of the Consumer Journey_

_The Zero Moment of Truth (ZMOT)_

Stimulus First Moment of Truth

Second Moment of Truth

Pre-shopping | In-store | In-home

At shelf In-store

Experience

Our media consumption habits have changed

any content, any time, any screen

Our media consumption habits have changed

any content, any time, any screen

2010

Digital TV Radio Print

2014

25% 43% 47% 38% 22% 6% 16% 4%

Source: Nielsen DBM & Online survey commissioned by Google - TNS Fieldwork 2014

We’re living in a Multi-screen

world

4.4 hours in front of screens

each day

On average...

150 interactions with mobile devices per day


Our smartphone as most common multi-tasking tool

Base: Private smartphone users who use the Internet in general and who were online yesterday with their smartphone, n= 1000 Q22: When you use the Internet on your smartphone, which if any of the following – do you normally do at the same Eme?

78% Use

smartphone while…

Play video games

13%

Read a book

6%

Watch movies

27%

Watch TV

42%

Listen to music

39%

Use Internet

32%

Read magazines/ newspapers

17%

77% don’t leave home without their mobile device

Source: Consumer Barometer - Belgium - 2014

Mobile is Personal

Mobile made digital mainstream..

Mobile Commerce

Cross Device Capabilities

Store Visits Calls Apps for the power user

Millions of people. Billions of moments that matter

Right message - to the right people - at the right time & location

- Actual Challenge -

How can you as a marketer/entrepreneur attribute the correct value to the right

platform/device

34 Belgian Data

State of

Digital

@blue2purple #WNB2P

2009 … Mobile is coming, prepare yourself 2010 … Mobile is here, prepare yourself 2011 … Year of Mobile 2012 … It truly is the Year of Mobile now ! 2013 … You are missing the new Year of Mobile 2014 … MOOOOO-BIIIII-LEEEEEEE 2015 … Let me guess… Mobile ?

Did you hear about the Year of Mobile?

… Mobile is getting boring !

35

Source: marymeeker

The way people search & connect changed drastically

36

Mobile is a reality ! … Is it really?

Where is your traffic growth coming from?

Client Case blue2purple: evolution of mobile

37

+45% overall growth

Source: Google: Our Mobile Planet

Mobile penetration

38

What are we seeing on mobile? Client Case blue2purple: evolution of mobile

39

2013 2014 2015

17% 10% 7%

Travel

2013 2014 2015

20% 12% 6% Finance

2013 2014 2015

24% 18% 10%

Retail

Source: Google: The new multi-screen world

Device choice is driven by context

b2p-logo_2014.pngb2p-logo_2014.png

The amount of time

we have or need

The goal we want to acomplish

Our location

The attitude and state of mind

Sunny or cloudy, what device do you choose?

41

57% 55%

56%


Stay productive & informed through computer Tablets are for entertainment

42

Context: Used at home or office Task oriented Time consuming Serious research

Look for product information 38 %

Use search engines 73 %

Weekly online ac,vi,es

Play games

7 %

Watch videos 2-6x a week 17 %


Context: •  Home •  Entertainment & browsing

•  Unbound sense of Eme

•  Relaxed & leisurely

35% of device ownership in Belgium

Source: Google: The new multi-screen world, Consumer barometer, Our Mobile Planet

Always connected through smartphone

43

Context:

•  Connect & communicate

•  Short amount of Eme

•  Immediate & quick

Communication 86 %

Stay informed 63 %


54% used a smartphone in past 7 days

96% at

home

86% on the go


Our daily media interactions today

44

90% Of all interacEons Are screenbased


Two types of multi-screening

45

SequenEal Simultaneous

MulE-‐tasking Complementary

46

Major access point for research

42% Of people search on their smartphone daily


They inform our every day life Google: Our Mobile Planet

47

43% Bars & Restaurants

33% Travel

23% Real Estate

22% Job Offers

58% Product

informaEon research

48 GFK: future buy 2014

Traditional platforms still dominate online purchases

49

41% purchases

5% purch..

14% purchases

40% purchases

GFK: future buy 2014

A STRONG MOBILE

PRESENCE IS CRITICAL

SIGN UP

65% OF DECISIONS

START ON MOBILE & END SOMEWHERE

ELSE


SMARTPHONE Searches are local


51

84% have looked for local information

83% will take action as a result

41%

Looks for local informaEon weekly

14%

Research local informaEon daily

Exercise

52

53 Our Mobile Planet BE– Understanding the mobile consumer

86%

14%

What should I focus on?

Flurry: http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.VRqB3rOsUgN Ventur http://venturebeat.com/2013/04/03/the-mobile-war-is-over-and-the-app-has-won-80-of-mobile-time-spent-in-apps % of users on sites vs apps stats: Google/Ipsos Multiscreen Industry Study (to be published)

80%

20%

2013 2014

Apps

Mobile web

86%

14%

40% GAMIN

G & ENT.

28% SOCIAL

20%

: 94% Relies on Sites for commercial tasks

User Time spent

56

Barriers to mobile websites are: 1.  Too small screen size (37%)

2.  No trust in credit card security (33%) 3.  Not used to smartphone interface (20%)

4.  Hard to compare prices & opEons (20%)

5.  Hard to type (19%) 6.  Too much Eme to open website (18%)

7.  No visible product or service informaEon (12%)

57

61% leaves website if they can’t find what they were looking for immediately

79% will go to compeEEon if they don’t like what they find

50% will put loyality aside if you aren’t mobile friendly!

Whose is this?

Key Takeaways

•  It’s not late yet… but stop finding excuses

•  Be there at every moment that matters

•  Mobile is the new normal 58

Thank You for your undivided

attention

Questions? 59

@blue2purple #WNB2P

Laurence Baeten Business Development Manager

Presentation 2:

The Full Power of a Cross-Channel Attribution Model

Presented by Gaëtan Godart

blue2purple confidential & proprietary

@blue2purple #WNB2P

Vanity metrics versus actionable metrics. Cross-Channel Attribution.

@blue2purple #WNB2P

blue2purple confidential & proprietary #WNB2P 63

Broken in 2010

Almost Broken in 2014


then why are you tracking it? If a metric isn't actionable and you can't do anything to make it better…


The Mobile Battle

Which Mobile should I show on my homepage?

VANITY METRIC ACTIONABLE METRIC

blue2purple confidential & proprietary #WNB2P

1° Context & Definiton 2° Change your Mindset & challenge your agency ! 3° Framework & Dashboarding

67

Agenda


The numbers without context mean… NOTHING

What does it mean?


Houston, we have a problem

AcEonable metrics provide an answer to these quesEons: •  How do you gain or lose revenue? •  How do you gain or lose customers? •  What are the key funcEons and benefits that people are coming to you for?


Eric Ries, “The Lean Startup.”

70

The three A-Metrics

AcIonable Metrics What acEons need to be taken to meet your

goals

A/B TesEng

Accessible Metrics

Key data should be available to any

employee, anyEme, in a maqer of minutes

Email opening rate?

Auditable Metrics

Any member of your team should be able to find the source data and reproduce your

report.


L’évoluEon des impressions nous permet de voir que nous avons eu besoin de moins d’impressions pour autant de clics. Nous constatons que la courbe des clics a évolué de manière progressive et ascendante pendant la campagne. Nous observons qu’ il y a eu 2 vagues à tendance posi?ve: la courbe du clic était au dessus de la courbe du budget, le 24/01 et le 27/01. Nous avons u?lisé moins de budget et nous avons eu plus de clics. Cela est dû à notre op?misa?on.

Augmenta?on du nombre de clics suite à l’ouverture de nouvelles campagnes

71

The market is guilty

The amount of « likes » increased by 27% thanks to our op?misa?on


BeauEful Insighxul!

73

2. Change your mindset

blue2purple confidential & proprietary 15

@blue2purple #WNB2P


You know you can track everything right?

Your-‐-‐-‐Website.be/?utm_source=Youtube&utm_medium=Video&utm_term=video-‐-‐-‐2&utm_campaign=-‐-‐-‐5%

Budget: 5 000€

Target: 450 000 Imp. 80 000 Views CPV = 0,06€


Effect on Global Website Performances For 5K YouTube Investment: Video Impact

•

•  100K Unique Viewers vs. 67K unique new visitors on website

•  Boost new visitors: +8%

YT intervention in 2.500 conversion funnels àà 3% of total revenues àà 83K €

•  Initiated 271 conversions

àà 12.500€ revenue


Macro-‐-‐-‐Conversions

Micro-‐-‐-‐Conversions



77

Effect on Global Website Performances

You need your own framework !

78

Framework & Dashboarding @blue2purple #WNB2P


The Avinash Model

People who wear shoes People who think they might

need new shoes People who want to buy new

shoes now

SEE THINK DO Awareness ConsideraEon & EvaluaEon Purchase

Source = kaushik.net


The Avinash Model




The Avinash Model

•  %Brand Volume •  Brand volume Growth •  Growth of social engagement •  Growth of video engagement

•  Growth of new users •  Growth of site visit •  Use of shoes creator •  Catalogue download •  More info request

•  # of shoes baught •  Total revenue thanks to shoes •  # of upsales •  Profit (=Rev–Ad Cost–COGS)

Micro-‐-‐-‐Conversions Macro-‐-‐-‐Conversions




The Avinash Model

•  %Brand Volume •  Brand volume Growth •  Growth of social engagement •  Growth of video engagement

•  Growth of new users •  Growth of site visit •  Use of shoes creator •  Catalogue download •  More info request

•  # of shoes baught •  Total revenue thanks to shoes •  # of upsales •  Profit (=Rev–Ad Cost–COGS)

Beqer view on what is going wrong àà acEon oriented !

Micro-‐-‐-‐Conversions Macro-‐-‐-‐Conversions




The Avinash Model

Micro -‐Conversions Source = kaushik.net

Macro-‐-‐-‐Conversions

People who wears shoes People who are thinking they

might need new shoes People who want to buy new

shoes now Happy Client

#Re-‐-‐-‐buy #TesEmonials …

SEE THINK DO CARE Awareness ConsideraEon & EvaluaEon Purchase


Key Take-Aways

•  Data means nothing without context

•  Identify your stages of consideration

•  Map them into “see, think, do, care” consideration stages

•  Make sure the organization / agency is focussed on all of them all the time

•  Insightful is better than beautifulàà Strat with an Excel

blue2purple confidential & proprietary #WNB2P blue2purple confidential & proprietary 26 Thank You & Take AcEon now !

@blue2purple #WNB2P

Presentation 3:

Cross Device Tracking - The Future is Now

Presented by Karen Carbonez

Industry Analyst Karen Carbonez

Cross Device Solutions How to measure in a multiscreen world?

Why Cross Device!Measurement!

Why Cross Device Measurement

"Yeah, we tried it. Doesn’t convert. Seriously, mobile drive no value for us.!Conversion Rates are terrible, especially compared"

Forecast: 30% of searches on Mobile by July 2016

Desktop:

Search queries

in July 2016

Mobile:

in July 2016

Tablet:

in July 2016

Source: Google Internal data - Share of queries on Smartphones for selected industries BE

13% of traffic

30% of traffic

57% of traffic

Forecast

If mobile is not driving value, you have a serious problem

very!low!compared! to!desktop! /!tablet! though...!

Quarter of Year!

Con

vers

ion R

ate!

!Source: Monetate Ecommerce Quarterly - http://www.monetate.com/resources/research/!

Mobile!

Tablet!

!

Desktop Conversion Rate !is almost 3x the Mobile !Conversion Rate. Gap !almost seems to grow over over time!!

Desktop!

!

For most businesses, mobile conversion rates do seem!

!

WHY?!

but the measurement is broken. Cookies ≠ Users!

1. The New Multi-screen World: Understanding Cross-Platform Consumer Behavior; Google and Ipsos MetdiaCT; U.S; August 2012 2. What Users Want Most From Mobile Sites Today; Google/Sterling Research/ SmithGeiger, US, July 2012

between devices to accomplish a goal, e.g. PC, smartphones, tablet or TV

90%1

of people move

Research shows that Mobile drives conversions on Desktop

Prove it!

Desktop session share ha rapidly decreased over 2 year period

Desktop Mobile Tablet

2012/01

Ses

sion

Sha

re (%

)

Year / Month

2014/01 2013/07 2013/01 2012/07

0%

75%

50%

25%

100%

Desktop session share has rapidly decreased over 2 year period Mobile session share has increased significantly - and share continues to grow

Tablet device sessions share flat since end of 2013

Session Share by Device Category

Desktop session share decreases rapidly

Desktop conversion share decreased over a 2 year p

Desktop Mobile Tablet

2012/01

Ses

sion

Sha

re (%

) Year / Month

2014/01 2013/07 2013/01 2012/07

0%

Desktop conversion share has decreased over a 2 year period

Mobile device conversion share is up - and continues to grow

Tablet device conversion share is flat since end of 2013

75%

50%

25%

Conversion Share by Device Category

100%

Desktop conversion share decreases as well

Desktop Conversion Rates have increased

2012/01 2012/07 2013/01 2013/07 2014/01

Transaction Share CvR

Desktop Conversion Rates have Increased. Increase is largely a result of decreasing sessions. Over that same period, desktop conversion share dropped.

Result: desktop performance seems to improve

100

CvR and Transaction Share

Percentage of total transactions and percentage mobile sessions of total sessions per hour of day

0:00

Percentage Percentage of total Transactions (all devices) Mobile Sessions

of total Sessions

% o

f ses

sion

s on

a m

obile

dev

ice

& %

of t

otal

tra

nsac

tion

Hour of Day

20:00 15:00 10:00 5:00 0%

6%

12%

18%

Mobile Devices are used at those times of day when consumers are not converting.

They are looking for inspiration and performing pre-purchase research.

Transactions tend to happen when consumers are either at work or at home, with access to a desktop device.

24%

Mobile for inspiration and research

As users perform pre-purchase research on other devices, they visit your website on a desktop

Average Page views for Desktop converting sessions (indexed)

Average session duration for Desktop converting sessions (indexed)

As users perform pre-purchase research on other devices, they visit your website on a desktop knowing exactly what they want. As a result, they visit less pages on your site before converting. Desktop users that convert need less time on your site.

Desktop users now convert much faster!

With pre-conversion research completed (on other devices), more desktop users convert during their first session on

Percentage of Desktop conversions by new users

1 With pre-conversion research completed (on other devices), more desktop users convert during their first session on your site

More desktop users convert in their 1st session

● Real traffic growth comes from mobile devices

● And, more customers now convert on mobile devices

● But… desktop CvR is increasing

● Because customers use mobile to research / discover

● And, are informed and ready to convert on DESKTOP

Quick recap of what we looked at so far

$

Conversion Rate (CvR) =

Conversions / Visits

Visits

Conversions

Consumers have just one device and only interact with your

website on that device

When they decide to make a purchase, they do it on that

same device

Performance trends are reflected in Conversion Rates

How it used to be..

$

Conversion Rate (CvR) = Conversions /

Sessions

Sessions

Conversions

$

$

Consumers now have many devices and can interact with your website(s) on all of those devices

When they decide to make a purchase, they can now do so on

any of their devices

Performance trends are no longer reflected in Conversion Rates, which is an in-device metric

In a multi-device world it’s complicated

Cross Device Solutions

ce C C

PREFERRED BASIC LONG PROCESS

MULTI DEVICE CVR

ADWORDS CDC

UA User-ID Ad Experiments

Advertiser it’s good for: Comfortable to steer Mobile advertising in a holistic manner

Advertiser it’s good for: Uses Adwords Conversion Tracking, already opted some spend into mobile

Advertiser it’s good for: Uses Universal Analytics, has way to authenticate users (e.g. website login)

UA User-ID tracking

Cross-device onversions

Multi Devi Conv. rate

How to set Mobile Bids in a Multiscreen world?

ce C C

PREFERRED BASIC LONG PROCESS

MULTI DEVICE CVR

ADWORDS CDC


CHOOSE THE SOLUTION THAT IS RIGHT FOR YOU

UA User-ID tracking

Cross-device conversions


ce C C

PREFERRED! BASIC LONG PROCESS

MULTI DEVICE CVR

ADWORDS CDC





Action: Set Mobile bids based on Top of Page target and monitor Multi Device Conversion Rate of total website traffic

Cross-device UA User-ID onversions tracking

Advertiser it’s good for: Advertiser it’s good for: Uses Adwords Conversion Uses Universal Analytics, Tracking, already opted has way to authenticate some spend into mobile users (e.g. website login)

Action: Action: Set Mobile bids based on Set Mobile bids based on uplift of Ad Groups where insights of web-to-web or we can report CDC and app-to-app device paths extrapolate to rest of of authenticated users account

$

trends are reflected in Multi-

Multi-Device CvR =

Sessions across ALL devices

MULTI DEVICE CVR

Conversions

Conversions on 1 device

Sessions

Performance and consumer

Device CvR

When they decide to make a purchase, they do so on just

one device

Consumers have many devices and can interact with your site(s) on all devices before purchasing

1. Multi-Device Conversion Rate

ce

MULTI DEVICE CVR

Action: Set Mobile bids based on Top of Page rate

Monitor the Multi-Device Conversion Rate


How to use Multi Device Conversion rate to bid?

ce C C


MULTI DEVICE CVR

ADWORDS CDC





Action: Set Mobile bids based on uplift of Ad Groups where we can report CDC and extrapolate to rest of account


Action: Set Mobile bids based on insights of web-to-web or app-to-app device paths of authenticated users

UA User-ID tracking




NO IMPLEMENTATION

INSIGHTS INTO HOW TO INVEST MORE EFFICIENTLY

ADWORDS CDC

FULLER VIEW OF PERFORMANCE, ESP. FOR MOBILE CAMPAIGNS NO IMPLEMENTATION

NEEDED BEYOND ADWORDS CONVERSION TRACKING

2. Adwords Cross Device Conversions

Services on Mobile Services on Laptop

ADWORDS CDC

- This reporting only works when “paid search” is the last channel on the previous device. - We don’t report on every campaign as we only show a number when 95% statistical relevant. - In conclusion, the most conservative estimate of cross device conversions.

User Signed into to Google Services on Laptop

User Signed into to Google

In a nutshell: how it works

ADWORDS CDC

1. Analyse Cross Device Conversions impact

2. Calculate typical uplift on the reported Ad Groups

3. Use this uplift to calculate mBids for all Ad Groups

How to use Adwords Cross Device Conversions to bid?

ce C C


MULTI DEVICE CVR

ADWORDS CDC





Action: Set Mobile bids based on uplift of Ad Groups where we can report CDC and extrapolate to rest of account


Action: Set Mobile bids based on insights of web-to-web or app-to-app device paths of authenticated users

UA User-ID tracking




From session based to USER focussed measurement

UA User-ID

The Universal Analytics User-ID feature helps link together sessions by the same user on different devices*

* You need to be able to identify the user (e.g. upon login to your site) and pass a User Identifier to UA (non-pii!)

<UID> <UID> <UID> <UID>

3. Universal Analytics User-ID Tracking

UA User-ID

1. Analyse Cross Device Conversions impact for your logged-in users

2. Calculate typical uplift for these logged-in users

3. Use this uplift to calculate mBids for all Ad Groups

How to use UA User-ID tracking to bid?

○ Based on cross-device conversions uplift in AdWords

○ Based on cross-device conversions uplift for logged-in users in UA

● Consumers are increasingly relying on mobile devices when searching online

● Mobile advertising influences desktop sales

● There are three ways to set mobile bids taking these cross-device effects into account:

○ Based on target top of page rate

Quick recap on how to set mobile bids in a multiscreen world

Presentation 4:

First Case in Europe: Google Analytics at every level of your Organisation

Presented by Kristien Segers & Emilie Huybrechs

Measuring for Success Brussels Airlines

See-Think-Do Dashboard

Integrating Brand & Performance

‘Performance Thinkers’ ‘Brand Thinkers’

Real(time) Marketers &

Brand Builders

(online) Sales Experts Offline Brand Builders

Does your customer experience (Mobile) reflect this reality? Are you ready for the future?

Our media consumption habits have changed any content, any time, any screen

2010

Digital TV Radio Print 2014 25% 43% 47% 38% 22% 6% 16% 4%

Source: Nielsen DBM & Online survey commissioned by Google - TNS Fieldwork 2014

Does your customer experience (Mobile) reflect this reality? Are you ready for the future?

AVINASH KAUSHIK Digital Marketing Evangelist - Google

There is no need for another framework... … just one that summarizes them all by putting the CUSTOMER first instead of the division (Marketing, eCommerce…)

Largest addressable qualified audience!

Current customers, With two commercial transactions.

Largest addressable qualified audience, with some commercial intent.

Largest addressable qualified audience, with loads of commercial intent

See

Think

Do

Care

STDC for Brussels Airlines

People who love/need to travel. (And have money)

People who have purchased from us twice, or more.

People who love/need to travel, and are thinking about going on holiday/a trip.

People who love/need to travel, are thinking about going on holiday/ a trip and are in the later stages of a

purchase.

See

Think

Do

Care

?Engagement /

Content

strategy

?Marketing

strategy

?Measurement

strategy

Re-evaluate all your digital efforts

Are you truly measuring each stage optimally?

Are your initiatives broad enough and optimized for

each stage? Identify gaps

Content/Engagement Marketing Measurement

Engagement/Content: is each stage represented?

Do

Care

Care Care

See

Do

See

Think

Think

Do

Engagement/Content: don’t forget about multi-screen Bring your content strategy to a Multi-Screen level! ●  Deliver a flawless experience across devices

●  Facilitate switching between devices by through

apps, saved searches, sharing with friends, price alerts...

Marketing: who are we solving for?

1.  Is our ad creative, targeting and purpose properly aligned with the consideration stage and audience?

2.  Is this all we can accomplish from this type of advertising on the internet?

●  See: broad, demographic, psychographic, primarily branding ●  Think: narrower creative, present value of brand and drive

direct engagement (email, video, app downloads) ●  Do: drive €€€ outcome

Is it for the audience in the See stage, in the Think stage or in the Do stage?

Measurement: Don’t obsess over conversion rate

Current conversion Rate = 3.5%* Will you be judging the success of your entire marketing strategy through a 3.5% lens?

“You are judging a fish by it’s ability to climb a tree” (A. Kaushik)

*dummy data

Measurement: Align your marketing focus areas

Start to kill what doesn’t work and optimize the potential against these metrics...

Live demo

The dashboard

KPI’s

People who love/need to travel. (And have money)

à Main objective : build brand Awareness

People who have purchased from us twice, or more.`

à Main objective : drive sales

People who love/need to travel,

and are thinking about going on holiday/a trip.

à Main objective : Get people to visit your site

People who love/need to travel, are thinking about going on holiday/ a trip

and are in the later stages of a purchase.

à Main objective : drive sales

See

Think

Do

Care

And now the showcase

There is room for improvements

Advantages of the dashboard

●  Custom made ●  Suits all vertical ●  Consolidated data ●  Simple to use ●  CUSTOMER centric

Setting the scene

This was the result of working hard in a close 3-way collaboration between Brussels Airlines - Blue2Purple - Google

...and a little bit of fun...

What's Next digital - May 2015

Marketing

Transcript of What's Next digital - May 2015