Todays Menu. Marketing, technically speaking. Director, Data & Technology Annalect. 28-May-18

Transcription

1 Marketing, technically speaking Director, Data & Technology Annalect Todays Menu Intro 1. The Second Digital Wave 2. Connecting two Worlds 3. Infrastructure & the ID 4. Getting there Questions? 1

2 Advertising (AdTech) Cookies, Pixels, MoID, location Keyword: Programmatic Technology and activities focusing on potential customers

3 Marketing (MarTech) s, address, Client ID Keyword: Automation Loyalty club Newsletters websites SMS Apps CRM Technology and activities focusing on current customers 2018 Marketing => Platforms 3

4 Omnichannel: Digitizing the ye old Grocery -store, At Scale => One-to-Ones 1. Challenge: The Second Digital Wave 4

5 MORE SCREENS MORE SHOPPING ACROSS MORE SCREENS 5

6 LESS ATTENTION Attention Deficit Disorder Mr. Right (to be forgotten) 6

7 Harder to break through and s and bonuspoints will not do it We need a better relationship with our (potential) Customers Let us not waste all our GDPR efforts GDPR eprivacy Freely given, specific, informed and unambiguous PERMISSION 7

8 Customer centricity is no longer optional it is mandatory! Reciprocity & Relevance - PerMission Impossible? 8

9 GDPR is not a joke! (but it is funny ) Do you know a good GDPR consultant? -Yes! Can you give me his address? -No! 2. Challenge: Connecting the two worlds 9

10 Connecting the 2 worlds #, API s & Trackers 1 Mismatch between on- & offline ID s Fragmented identities 2 3 Lack of portability Getting data for optimzing across PAID and OWNED P o i n t - o p t i m i z a t i o n C e n t e r - o p t i m i z a t i o n G e t t i n g D a t a F o r A I / ML AI Decisioning Messaging Orchestration 10

11 The Organizational challenge evolves Customer data (CRM) ERP Data Website behavior (CMS) Campaign-data Kilde: Winterberry Group Research Report February 2018 And, yes it is difficult. Kilde: Winterberry Group Research Report February

12 and mistakes will happen! 3. Infrastructure & the ID 12

13 Identity management at the heart of the operating system Web behavior (CMS/App) Transactional Data (in-store) Customer-ID Customer data (CRM) Campaign data (Ad ID s) From Advertising to Marketing via ID I d e n t i t y A d r e s s a b l e m a r k e t i n g N e w ( e ) c h a n n e l s Unilever also plans to build an 800- person ecommerce team to drive online sales across its brands, another hefty investment Across marketing and advertising technologies Identity can be used to be very specific in targeting.and to exclude existing customers E commerce will create a direct relationship outside the usual channels for marketing & promotion 13

14 INTERNAL DATA EXTERNAL DATA ADVERTISING DATA TWINNED/ANONYMIZED AUDIENCE DIRECT AUDIENCE 28-May-18 CONSOLIDATION & USAGE OF DATA VIA MARKETING TECHNOLOGY, USING THE #ID 1 DATA COLLECTION 2 AUDIENCE CONSTRUCTION 3 CHANNEL EXECUTION CRM- System Agency Data Platform Data from website Customer/purchase data Login/ /app-usage Segments User score CUSTOMER DATA PLATFORM #ID (CDP) Customer Engagement Platform Content Management System Biddable Media App Websites Youtube Facebook OWNED MEDIA Priority #1 Partnerships & 2 nd party data Data partnership/ Marketplaces Partner co-ad / User/ website data Programmatic Instagram Video Mobile Video Mobile Snapchat Display desktop Display Mobile PAID MEDIA Priority #2 Display Ads Paid Search Google Bing SOME interaction Consent management (CMP) 4. Getting There 14

15 Roadmap 5.Investments 1. Build Use cases 2. Mapping Customer Journey 3. Mapping technology 4.Integrations & improvements 1. Build use cases Integrated customer view across channels & disciplines Priotize Owned media channels over Paid media channels, Better insights on customers Activate CRM data externally and get (external) data into the CRM-system 15

16 2. Mapping the Customer Journey 3. Mapping technologies 1. WHAT does the system/technology do? 2. WHICH data are collected on the user/customer? 3. HOW is the integration to other systems/technologies? 16

17 Example DSP/Adserver Search CRM CMS APP Video Social /Automation Personalization Web analytics 4. Integrations & Improvements DSP/Adserver ID Sync/Time spend on site Search CRM CMS APP ID Video Logins/klik Social /Automation Device ID Device ID Personalization # Web analytics s/Device ID DCO 17

18 5. Investments Use cases E v e r y t h i n g c h a n g e s c o n s t a n t l y 18

19 New Planning Include Current Customers in targeting (ID via API s) Exclude Current Customers in targeting (ID via API s) Model Build twinning/ similar/lookalike Audiences based on ID s Profile Get insights from ID s Consolidate Lookback on path to purchase using ID New triggers to ID 19

20 Planning with ID Persons Profiling insights from Customers Exclude Visitors from owned media assets Lookalike modelling Based on 1000 best Customers Exclude Current Customers Include Current Customers in-market Creative execution with ID Have we met the user before? Yes No Is it a customer? Segment 1 Yes No Segment 2 Segment 1 Segment 2 Etc. Opened Newsletter? Former visitor? Triggered audience Yes Interacted with banner Relevant audience No Geolocation 20

21 Install a measurement culture every.interaction.counts 21

22 Questions? Linkedin 22