dml17 | presentatie roundtable mark le noble | hoe zet je data om in sales?

Oxyma helps customers unlock customer value, and includes aFrogleap, OFS, Oogst en Your Social.

Hoe zet je data om in sales?1 juni 2017

Mark Le Noble

Wat is een DMP?

Wat kun je ermee?

Case Mazda

Data vormen de basis van relevante advertising.

you've got to start with the customer experience and

work backwards to the technology

~ Steve Jobs

Customer

Value

Websites

Apps

Search

Social

Media

Programmatic

AdvertisingSocial

Advertising

Email

Out-of-Home

Performance

advertising

Wat is een DMP?

Wat kun je ermee?

Case Mazda

Customer

intelligence

Recente interesse

2nd party data

Kanaal interacties

CRMAankoop geschiedenis

Maten

Service status

Leeftijd

Stijl

Merk

Prijsklasse

Case

Customer journey automotive

Met de

juiste boodschap op het

juiste moment de

juiste persoon bereiken via het

juiste medium voor de

juiste prijs

See, think, do, (care)

1. Brand with Product

2. Product with Brand attitude

3. Brand with “reason to believe”

4. Product with “reason to believe”

5. Product with promotion

6. Promotion Led

SEE THINK DO

C O N S I D E R A T I O NA W A R E N E S S P U R C H A S E

Unieke

boodschap

Unieke

boodschap

Unieke

boodschap

Marketing goal:

see and know

my company / campaign

Marketing goal:

consider my

offerings

Marketing goal:

purchase my brand’s

products/services

Executie

SEE THINK DO

C O N S I D E R A T I O NA W A R E N E S S P U R C H A S E

Unieke

boodschap

Unieke

boodschap

Unieke

boodschap

Marketing goal:

see and know

my company / campaign

Marketing goal:

consider my

offerings

Marketing goal:

purchase my brand’s

products/services

Executie

SEE THINK DO

C O N S I D E R A T I O NA W A R E N E S S P U R C H A S E

Unieke

boodschap

Unieke

boodschap

Unieke

boodschap

Marketing goal:

see and know

my company / campaign

Marketing goal:

consider my

offerings

Marketing goal:

purchase my brand’s

products/services

Executie

SEE THINK DO

C O N S I D E R A T I O NA W A R E N E S S P U R C H A S E

Unieke

boodschap

Unieke

boodschap

Unieke

boodschap

Marketing goal:

see and know

my company / campaign

Marketing goal:

consider my

offerings

Marketing goal:

purchase my brand’s

products/services

Executie

SEE THINK DO

C O N S I D E R A T I O NA W A R E N E S S P U R C H A S E

Unieke

boodschap

Unieke

boodschap

Unieke

boodschap

Marketing goal:

see and know

my company / campaign

Marketing goal:

consider my

offerings

Marketing goal:

purchase my brand’s

products/services

Executie

Data opbouw

+ 1

Data opbouw

+ 5

Winnaar! Winnaar!

Privé Zakelijk

Scoringsmodel

Fase Specificatie Mazda2 Mazda3

1 Interactie 1 X X

Interactie 2 X X

Interactie 1+2 X X

Conversie A X

Conversie B

4 Conversie A+B X

5 Conversie C

0 Conversie D

3

2

Fase Specificatie Mazda2 Mazda3

1 Interactie 1 X X

Interactie 2 X X

Interactie 1+2 X X

Conversie A X

Conversie B

4 Conversie A+B X

5 Conversie C

0 Conversie D

3

2

Fasering campagnes

1

2

3

4

5

0

Fase

Sale

Intensiteit

+ -

+ +

+ + +

-1

-2

Prospects

AwarenessBrand uiting

Model uiting

Uiting

Resultaat

• Consistente (+fijne) ervaring voor

de gebruiker

• Efficiënte inzet mediabudget

• Tijdig inzicht in modelvoorkeur

(t.o.v. modeltargets)

/OogstOnline@OogstOnline 020 7155 220 mark@oogstonline.nl

/marklenoble

DataData Data

PLATFORM

Bezoekers

BACKEND/DWH

Permissies

Deelnemer status

CRM

CIM

Service historie

Prijzen