casos de estudio barclays y sony (personalización y social media con las soluciones de adobe)
DESCRIPTION
En este documento se presentan 2 casos de estudio con las soluciones de inteligencia digital de Adobe que fueron presentados en el Seminario "Métricas, no Mitos", organizado por Webanalytics.es junto con Adobe. Los casos de estudio son: -Caso Barclays: hazlo personal, cada interacción cuenta -Caso Sony: Los likes y los Fans son rentablesTRANSCRIPT
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BARCLAYS Hazlo personal, cada interacción cuenta
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¿Porque optimizar?
Source: Adobe Digital Index “The ROI from Marketing to Existing Online Customers”, September 2012
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Barclays – Video
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Barclays - Objetivos
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Mejorar resultados
Medir los esfuerzos
Aprender & Maximizar
Fácil & Intuitivo
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Barclays – La Homepage es la Landing Page
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Perfil Visitor Adobe
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site behavior variables
environment variables
offline variables
referrer variables
temporal variables
Highly predictive anonymous profile
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site behavior variables
environment variables
offline variables
referrer variables
temporal variables
Perfil Visitor Adobe
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Perfil Visitor Barclays
Construcción del perfil desde la primera visita
Utilizar los datos para elaborar el plan
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Primero: analisar
Desde SEM Desde Social
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Primero: analisar
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Segundo: optimizar
9 “Experiencia” única
9 Beneficio operativo
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Optimización a todos los niveles
Personalización “Manual”
Test “Automático”
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Personalización de la Home
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Próximos pasos …
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Próximos pasos …
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Barclays - Personalización
Improved product conversion by 59%
Reduced visits/conversion by 25%
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SONY Los “likes” y "Fans" son rentables
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Marketing Digital Integrado
Global
Digital
Digital
Global
Social
Digital
Digital
Social
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Actividades a tener en cuenta …
Publicidad Social
Publicación & Interacción
Administración & Comunidad
Medición & Análisis
Escucha & Moderación
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Sony – Video
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Sony - Objetivos
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Interacción “Loyalty” Confianza
Entender y Explotar todos
los Datos
Optimizar Estrategia Multicanal
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Sony – Presencia Social
23
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Sony – Escucha activa
24
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Sony – Interacción Social
25
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Sony – Visión global
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“Ruido” social Social Campaigns
FB Page FB Apps
Nube de tag
Competencia
Impacto
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Sony – Actividad Social
27
Gestión de
crisis
FB App Interacción
Social offsite
Recuperación de la
confianza
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Sony – Visión Integrada
28
29 © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Display SEO SEM Social > 699€
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Atribución Lineal
175! 175! 175! 175!
Atribución Participativa
699! 699! 699! 699!
Sony – Atribución Digital
Atribución Ponderada
210! 140! 280! 70!
“Players”: Asistentes
“Closer”: Last touch
“Starter”: First touch
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Sony – Social Media Controlado
30
Expanded Twitter audience by 122% Expanded reach
by 200%
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