engage 2017 - crm onboarding als tool voor groei! - wouter blok - digital audience

Harder groeien met data onboarding

Wouter Blok - Marketing Intrepreneur

linkedin.com/in/wouterblok

@wouterblok

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2Source: https://www.cyfe.com/blog/siloed-data-is-a-destroyer/

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7http://bit.ly/Facebookcreepy

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13http://bit.ly/Googlecreepy

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Downsides of onboarding directly with media molochs

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Advertising

Search

Social

Display

Video

Marketing

Demo

Psycho

Affinities

DMP

Data Management

Platform

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DMP

Data Management

Platform

CRM

Customer Data

Advertising

Non-PII

Marketing

PII

Data Onboarder

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Data Onboarder

DMP

Data Management

Platform

CRM

Customer Data

Advertising

Non-PII

Marketing

PII

GDPR Transparent

ICTrecht factsheet: digitalaudience.io 18

DMP CRMAdvertising Marketing

Data Onboarder

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DMP CRMAdvertising Marketing

Publisher Data(Name, IP, Email, Cookies)

Cross-Device Data(Name, Device ID)

TV set-top Data(Name, Email, Address)

App Data(Name, Device ID)

Walled Garden Data(Impression Data)

Data Onboarder

20http://bit.ly/wberry16

CRM for all!

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CRM in search

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CRM in display

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Sprint

Customers

iPhone

Users

iPhone acquisition audience

suppression

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Sprint

Customers

iPhone

Users

iPhone acquisition similar

Audience

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Finish Line

Best

Customers

High Value Audience Segment

Sports

Shoppers

http://bit.ly/livefinish 28

CRM beyond DM and email

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~20%

Opens

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Email

Opened

Email save campaigns

non-engager

In-Market

Wireless Shopper

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CRM & site personalisation

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33Source: vibetrace.com

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+49% sales

+9% cross sellhttp://bit.ly/twcrob

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ROPO - measured

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Source: MasterCard SpendingPulse, ShopperTrak, Deloitte

Retail bezoek -57%, waarde per bezoek 2.5x

Footsteps in-store Sales

40B

16B

$641B

Digital

Influence

Digital

Influence

$750B

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Source: Google/MBD 2015 Tech Wireless Shopper Study, May 2016. Clickstream January 2014 – September 2015

Consument zoekt minder op telco brand, meer op

device

Non-Brand

35%vs. 31% in 2015

Carrier

53%vs. 78% in 2015

OEM*

60%vs. 34% in 2015

% of converters who searched using keywords in the following buckets

*OEM terms can include Carrier (e.g. Sprint iPhone)

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Onboard offline data in AdWords

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5xOffline vs online sales after an AdWords click.

ThinkwithGoogle: bit.ly/sprintomni

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Incrementeel?

A median of

18%of attributed Store Visits

were caused by Google

Search Ads*

*Based off of a study of 10 of the large footprint US retailers

*Mobile only

*7-day conversion window 41

Display

Targeting

Walled

Garden

Targeting

Consumer

Analytics

& Insights

Measurement

& Attribution

Site

PersonalizationAddressable

TV targeting

Onboarding maturity http://bit.ly/wberry16

Mature Maturing Emerging

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Wouter Blok - Marketing Intrepreneur

Linkedin.com/in/WouterBlok

@WouterBlok 43