Data Driven Commerce Event | metapeople Kristoffer Ewald
0 likes601 views
Data is the fuel for meaningful consumer dialogues. The document discusses how integrating consumer data across digital channels can provide a unified view of each consumer and their interactions over time. This allows for more personalized targeting and dynamic creative optimization. It also argues that traditional metrics like customer lifetime value are flawed because they don't account for context, velocity of interactions, or ability to predict future value. The future is integrating paid, earned, owned and offline consumer data to build new metrics that optimize interactions and drive business performance.
Data Driven Commerce Event | metapeople Kristoffer Ewald
- 1. Data is the fuel of meaningful consumer dialogues
- 2. Kristoffer Ewald Group CIO, Head of DNA kristoffer.ewald@metapeople.com @kewald • Economist, 18+ years of Digital Strategies Consulting • Entrepreneurship with +5 startups, incl. I Co-Founded Scandinavia’s first two GACP/360 and Google Enterprise accredited companies, The Milk and AppsPeople. • Chairman of Digital Analytics Association Denmark (2006-2009) Member @ DAA Research Committee. Board member @ Association of Danish Digital Agencies (ADDA) • I’ve worked on Data Science, Intelligence & Analytics projects with global clients incl. 3M, Accor, Adidas, Chanel, Hermès, Peugeot- Citroën, The Red Cross, Deutsche Telekom, Hi3G and many more. • Extensive talks, lectures and writings on Digital Strategies ABOUT ME
- 4. SOME OF OUR CLIENTS v v v
- 5. WE ARE ABOUT SINCE 2004
- 6. “Knowledge beats Data” @kewald, 2017 “Knowledge is power” Francis Bacon,1605 “Data beats opinion” Kaushik, 2014
- 7. Knowledge WE ARE ABOUT SINCE 2004
- 8. WE ARE ABOUT
- 9. ACTUALLY IT’S ABOUT FROM NOW ON
- 10. TOP 5 ISSUES YOU SHOULD GO BACK AND FIX Lot’s of brand exposure is missing What happened in the past? What does the “conversion” actually represent? Cross-device fragmentation destroys “unique visitor” count Why not use measurement protocol for “instore”?
- 11. WE SUCK AT IT… (THANKS STEVE, BRYAN, AVINASH)
- 13. WHAT IS REAL NOW?
- 14. CLUETRAIN MANIFESTO (1999) MARKETS ARE CONVERSATIONS
- 15. IT USED TO BE CENTRALIZED
- 16. THEN IT WENT OPEN
- 18. POPULARITY IS NOT INFLUENCE Source:fastcompany
- 20. THE INSANE INCREASE IN COMPLEXITY
- 21. WHAT’S THE CHALLENGE? WHAT’S THE ACTUAL CHALLENGE?
- 22. FORGET CHANNELS
- 23. USE ANALYTICS TO MEASURE FORGET DATA
- 24. USER KNOWLEDGE IS AT THE CORE OF YOUR SUCCESS (AND GREAT TECH/SCIENCE)
- 25. 1. OUR CHALLENGE WHAT DRIVES OUR BUSINESS? It’s not (first) a tech discipline – First of all it’s a business strategy and needs to be executed via agile tactics. Then the concept of Customer Lifetime Value needs to be reconsidered Know the consumer Integrated approach Brand DNA Business strategy Consistently know the consumer and maintain a relevant dialogue with her hugely increase your business performance An integrated approach will unify data and consumer information across all digital touch points and keep it natively owned over long periods across products, markets and brands. In essence it’s the brands DNA to know it’s consumers well Customer Lifetime Value CLV is hugely flawed: it’s not including context, velocity and future
- 26. THE RISE OF MOBILE
- 27. LOCATION AND CONTEXT IS KNOWLEDGE
- 28. KEYS TO SOLVE THIS…
- 30. AND UNASSISTED MACHINE LEARNING
- 31. AND UNASSISTED MACHINE LEARNING Source:@mertanen
- 32. ANSWER? Learn to say OCEAN
- 33. 2. OUR RESPONSE Acquisition Retention Paid Search Social Advertising Display Advertising Affiliate Marketing Facebook Custom Audiences Twitter Tailored Audiences Google Customer Match Email Marketing Call Center SMS Push Notifications Customer Lifetime Value is flawed, big time ;) • No Context • No Velocity • No Prediction
- 34. OUR NEW RESPONSE 5 New (suggested) KPIs: • Annual Opportunity • Predicted future total value • User Velocity • Core consumer fit score • Loyalty propensity • Suggest yours: #DDC17 @kewald This is the key takeaway ;)
- 35. INTEGRATION IS THE CORE BUT HOW DO YOU BECOME CUTOMER CENTRIC? PPC Offline PoS Integrated digital marketing planning Mobile Marketing Display Advertising Affiliate Marketing CRM Social Media Consumer Insights Consultancy SEO
- 36. THE GOOGLE STACK IS A PLATFORM
- 37. Consumer knowledge & consumer data at the heart of our thoughts and actions CONSISTENT DATA-DRIVEN STRATEGY
- 38. THREE DIMENSIONAL STRATEGIC APPROACH 38 1D Performance • Max. Share of Voice • ROI as campaign target 2D Interaction 1D Performance 2D Interaction • Campaign development • Increase in qualified traffic 3D Brand building • Focus on New Customers • Strategic reach Costs qualified traffic ++ -- 3D Brand building
- 39. FROM MULTIPLE SILOS… De-duplication Reachability Memory CRM Mobile Social Paid …
- 40. TO A UNIFIED CONSUMER VISION Many interactions, 4 visits, any channel 1 unique person CRM Mobile Social Paid Data combination Segmentation Assumptions Targeting Revenue Synchronised and unified data …
- 41. TO A UNIFIED CUSTOMER VISION Many interactions, 4 visits, any channel 1 unique person CRM Mobile Social Paid Data combination Segmentation Assumptions Targeting Revenue Synchronised and unified data … Predict the value of the interactions Now: Session Quality in GA
- 42. Fully integrated data set, allowing us to crunch the data and calculate a weighted CLV Paid Earned Owned On-/Off-line Live serving of dynamic creatives, dynamic pricing Respecting the need for relevance in the dialogue CURING ONE (HUGE) FLAW WITH THE NEW METRICS: WHO AND WHAT TO DO WITH DYNAMIC TARGETING
- 44. CASE: ONE-TO-ONE TARGETING GET THE INTENTION OF THE USER TO FEED DYNAMIC ADS AND WE ARE DOING THIS ALREADY FOR YEARS….
- 45. EARLY YEARS CASE C&A SMART SEARCH
- 46. 990 clicks lost for search (or buy again at € 1/click) USER : generic KW 10 Conversion From search € 1000 = 1000 clicks = 10 conversions But 990 users that can now be remarketed at € 0,001 / contact USER : generic KW REMARKETING € 50 = 50.000 imps = 3 conversions 3 Additional conversion From Smart Remarketing SEARCH : MAKE YOUR GENERIC KEYWORDS PROFITABLE Budget = € 1000 10 conversions CPA = € 100 Total Budget = € 1050 13 conversions CPA = € 81 (-19%)
- 47. 3. THE FUTURE IS ALREADY HERE (JUST NOT EVENLY DISTRIBUTED) Paid Media CRMeCommerceOwnedEarned In-Store Collect, synchronise and crunch to build the new stronger metrics which will put you ahead of your competition by real-time use across all the touches over actual lifetimes
- 48. DISCLAIMER “The material in this presentation is general background information prepared by metapeople Benelux B.V.. This information is given in a summary form and does not purport to be complete. This presentation, including forecast financial information should not be considered as advice or recommendation to investors or potential investors in relation to acquiring, selling or transfer by any means metapeople’s securities. Before acting on any information included into this presentation, one should consider the appropriateness of the information, any relevant offer document and especially should seek for independent advice. This presentation may contain forward looking statements including statements regarding our intent, belief or current expectations with respect to metapeople’s businesses and operations, market conditions, results of operation and financial condition, specific provisions and risk management practices. These statements are based on the current expectations and assumptions of metapeople’s management and they are, therefore, subject to risks and uncertainties. Many factors can impact metapeople’s results and performance, thus forecasts and hypothetical examples are subject to uncertainty and contingencies outside metapeople’s control. Results and performance can be materially different from any future results or performance that may be expressed or implied by the forward looking statements contained in this presentation. metapeople does not undertake to implement any of the actions and operations that may be described in the forward looking statements. Moreover, we remind you that past performance is not a reliable indication of future performance.”
- 49. THE KEY QUESTIONS YOU SHOULD ASK US: HOW WELL DO YOU ACTUALLY KNOW CONSUMERS? HOW FAST CAN YOU CHANGE? DO YOU KNOW WHERE TO GO? TWEET YOUR THOUGHTS: @kewald #DDC17 Please find the slides: www.metapeople.nl