paolo zanzottera - holistic analytics: dati online e offline
TRANSCRIPT
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PAOLO ZANZOTTERA
Holistic Analytics: Dati online e offline
@Zanzottera
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the INBOUNDER World Tour 2017- Holistic Analytics - @Zanzottera
ERA IL 1995
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ERA IL 1995
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ERA IL 1998: Web based analytics (aka la potenza del Javascript)
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e io ero molto più giovane
the INBOUNDER World Tour 2017- Holistic Analytics - @Zanzottera
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oltre due decenni dall’inizio della misurazione digitale
the INBOUNDER World Tour 2017- Holistic Analytics - @Zanzottera
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Galileo lo consiglia da oltre 400 anni
Misura ciò che è misurabile e anche ciò che non lo è
the INBOUNDER World Tour 2017- Holistic Analytics - @Zanzottera
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Ma marketing e comunicazione sono sempre stati restii a farsi misurare
Cristiano Banti - “Galileo davanti all’Inquisizione”
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in due decenni la misurazione si è evoluta
Photo by: Jimmy Hoffman
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ci avviciniamo al concetto di misurazione olistica
La misurazione del Tutto
the INBOUNDER World Tour 2017- Holistic Analytics - @Zanzottera
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Holistic Analytics - Round 1
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Holistic Analytics - Round 1
Online
Analytics Digitali
Offline
In Store Analytics
Misurare tutti gli ambienti
the INBOUNDER World Tour 2017- Holistic Analytics - @Zanzottera
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the INBOUNDER World Tour 2017- Holistic Analyitics - @Zanzottera
In Store Analytics
1 - Telecamere
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In Store Analytics
1 - Telecamere
Heatmap degli spostamenti in-store
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In Store Analytics
1 - Telecamere
Analytics delle Vetrine
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In Store Analytics
1 - Telecamere
Analytics delle Vetrine
Impression Vetrina
CTR Vetrina
Tasso di Conversione della Vetrina e dello Scaffale
Nuove Metriche
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In Store Analytics
2 - Mobile
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In Store Analytics
2A - Mobile Geofencing
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In Store Analytics
2A - Mobile Geofencing: Minus e Plus
- App Installata
- Notifiche Push Attive
+ Ingaggia su ampio raggio
+ Low Cost
- Posizione In o Out
+ Business Intelligence
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In Store Analytics
2B - Mobile Wifi
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In Store Analytics
2B - Mobile Wifi: Minus e Plus
- Wifi Login o Privacy Suicide
- Posizione approssimata
- Engagement non immediato
+ Anche al chiuso
+ Numerosità
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In Store Analytics
2C - Mobile Beacon
Beacon
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In Store Analytics
2C - Mobile Beacon: Minus e Plus
- App Installata
+ Anche al chiuso
+ Integrazione Pagamenti e Fidelity
+ Massima interazione
- Notifiche Push Attive
the INBOUNDER World Tour 2017- Holistic Analytics - @Zanzottera
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In Store Analytics
2 - Mobile1 - Telecamere
+ numerosità - scarsità (App install)
+ no incentivi - incentivi
- no interazione + interazione
- no tempo reale + tempo reale
- precisione e portata + precisione e portata
- costi HW e setup + Low cost
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In Store Analytics
Non c’è più distinzione tra online e offline
Viviamo OnLifethe INBOUNDER World Tour 2017- Holistic Analytics - @Zanzottera
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In Store Analytics
Non c’è più distinzione tra Digital Analytics e In-Store Analytics
Misurazione complementare
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Holistic Analytics - Round 2
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Holistic Analytics - Round 2
Non misurate le Visite
Misurate le Persone
Human Analytics
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Oggi è possibile grazie a:
Human Analytics
Mobile: il nostro “cordone ombelicale”
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Oggi è possibile grazie a:
Human Analytics
Facebook: anche gli smanettoni ragionano per persone
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Oggi è possibile grazie a:
Machine Learning: permette micro analytics e marketing one-to-one
Human Analytics
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Human Analytics
Dati e cookie di terze parti
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Human Analytics
Dati e cookie di terze parti
PERSONE GIUSTE
MOMENTO GIUSTO
MESSAGGIO GIUSTO
DATA to
ADV
DATA to
CRM
DATA to
CMS
il Marketing
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Human Analytics
Dati e cookie di prima parte
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Human Analytics
Dati e cookie di prima parte
Profilazione sul proprio sito web
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Human Analytics
Dati e cookie di prima parte
Profilazione sul proprio sito web
Profilazione sul proprio sito web
Riconoscimento visite di ritorno
DATA to CMS (1st & 3rd Party)
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Human Analytics
Dati e cookie di prima parte
Segmentate le conversioni per dati socio demo
Conversioni per genere - Periodo: Agosto 2017
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Human Analytics
Dati e cookie di prima parte
Segmentate le conversioni per dati socio demo
Conversioni per età - Periodo: Agosto 2017
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Human Analytics
Dati e cookie di prima parteConversioni per interessi - Periodo: Agosto 2017
Segmentate le conversioni per dati socio demo
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Human Analytics
Dati e cookie di prima parte
Individuate i Cluster vincenti
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Human Analytics
Dati e cookie di prima parte
E cercate Lookalike
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Human Analytics
Dati e cookie di prima parte
Integrazione del CRM
dal CRM al COOKIE…
…dal cookie al CRM
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“Galileo mostra il suo telescopio a Leonardo Donato” - H.J. Detouche
Human Analytics
Fate come gli astrofisici… fate come Galileo
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Human Analytics
Per studiare l’universo, l’estremamente grande
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Human Analytics
Si misura l’atomo, l’estremamente piccolo
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Human Analytics
Dai nostri dati, dai Big Data…
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Human Analytics
Alla singolarità del piccolo Cookie, della Persona
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Holistic Analytics - Final Round
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Holistic Analytics - Final Round
Farsi aiutare dalla AI
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Holistic Analytics - Final Round
Farsi aiutare dalla AI
Per analizzare migliaia di dati e trovare “Cluster di Persone”
Per testare marketing e comunicazione sui “Cluster” trovati
Per gestire il singolo profilo in tempo reale e in modo univoco
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Holistic Analytics - Final Round
Farsi aiutare dalla AI
Imparando dagli errori…
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Holistic Analytics - Final Round
Farsi aiutare dalla AI
e dai successi
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Holistic Analytics
Pensate in grande e come i grandi
Le aziende di successo saranno quelle che sapranno collegare dati online e offline
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Holistic Analytics
Pensate in grande e come i grandi
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Holistic Analytics
90% Dati - 10% Serendipity
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Holistic Analytics
90% Dati - 10% Serendipity
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