dml17 | presentatie roundtable mark le noble | hoe zet je data om in sales?
TRANSCRIPT
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
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 [email protected]
/marklenoble
DataData Data
PLATFORM
Bezoekers
BACKEND/DWH
Permissies
Deelnemer status
CRM
CIM
Service historie
Prijzen