synergy of digital analytics and marketing
TRANSCRIPT
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Synergy of digital-analytics and marketingDaniil Kolesnikov, Alina Akhmetzyanova
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PurchaseAwareness
ATL BTL
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Consideration AdvocacyPurchaseAwareness Retention
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Marketing issues
Multi-channel
Different customer id
Different device, browsers, session
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The question is how to connect different steps of customer journey
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Consideration AdvocacyPurchaseAwareness Retention
Video, TV
Outdoor
Premium
display
Programmatic SEM
Promo store Retargeting
Recommendation
SMM
Loyalty program
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Awareness + Consideration
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Картинка – что происходит с человеком на этапе интереса
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Search queries – informational
Free running sessions
How to start running
Running for beginners
proper running technique
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Visits on website TRPs TA
Case study: premium perfumery brand
10/27
/14
11/3/
14
11/10
/14
11/17
/14
11/24
/14
12/1/
14
12/8/
14
12/15
/14
12/22
/14
12/29
/141/5
/15
1/12/1
5
1/19/1
5
1/26/1
52/2
/152/9
/15
2/16/1
5
2/23/1
53/2
/153/9
/15
3/16/1
5
3/23/1
5
3/30/1
54/6
/15
4/13/1
5
4/20/1
5
4/27/1
55/4
/15
5/11/1
5
5/18/1
5
5/25/1
56/1
/156/8
/15
6/15/1
5
6/22/1
5
6/29/1
57/6
/15
7/13/1
5
7/20/1
5
7/27/1
58/3
/15
8/10/1
5
8/17/1
5
8/24/1
5
8/31/1
59/7
/15
9/14/1
5
9/21/1
5
9/28/1
5
10/5/
15
10/12
/15
10/19
/150
2000
4000
6000
8000
10000
12000
14000
0
50
100
150
200
250
300
Brand queries
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Seasonality
2013-11
2013-12
2014-01
2014-02
2014-03
2014-04
2014-05
2014-06
2014-07
2014-08
2014-09
2014-10
2014-11
2014-12
2015-01
2015-02
2015-03
2015-04
2015-05
2015-06
2015-07
2015-08
2015-09
2015-10
0
50000
100000
150000
200000
250000
300000
Brand queries Keywords TRPs
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Search interest in perfume topic without AD
11/10
/14
11/14
/14
11/18
/14
11/22
/14
11/26
/14
11/30
/14
12/4/
14
12/8/
14
12/12
/14
12/16
/14
12/20
/14
12/24
/14
12/28
/141/1
/151/5
/151/9
/15
1/13/1
5
1/17/1
5
1/21/1
5
1/25/1
5
1/29/1
52/2
/152/6
/15
2/10/1
5
2/14/1
5
2/18/1
5
2/22/1
5
2/26/1
53/2
/153/6
/15
3/10/1
5
3/14/1
5
3/18/1
5
3/22/1
5
3/26/1
5
3/30/1
54/3
/154/7
/15
4/11/1
5
4/15/1
5
4/19/1
5
4/23/1
5
4/27/1
55/1
/155/5
/155/9
/15
5/13/1
5
5/17/1
5
5/21/1
5
5/25/1
50
2000
4000
6000
8000
10000
12000
14000
16000
Search results without ads TRPs
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Goal: mediaplan optimizatoin
Yandex.Taxi has several TV commercials at different cities
Different TV commercials have different cost
We need objective metric for TV commercial comparing
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Hypothesis — the better the roll out is,the more installs we get
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6/26/16 8:40 6/26/16 9:00 6/26/16 9:20 6/26/16 9:40 6/26/16 10:00 6/26/16 10:20 6/26/16 10:40 6/26/16 11:00 6/26/16 11:20 6/26/16 11:40
Установки поминутно
Reality – we can’t see anythingInstalls per minute
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X and Y parameters
x
yz
Inst
alls
Level right after TV
clip
Taking installs in 10 mins after TV
clipTime
Average level of installs
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Confidence interval 95%
Results: which channel performs betterTV company
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What weekday performs better
Weekday
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Consideration + Purchase
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What happens next?
How to select clothing for running
Should I get a shoe with a waterproof/breathable liner
What should I look for when trying on shoes
Should I get a shoe with a waterproof/breathable liner
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Create unique content
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Buy this traffic by CPA model
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Set up goals in Metrica and use the setUserID method
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Motivate your customers to share with youcontact information
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Looks simple when we are talking about digital purchase, but what about offline stores?
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Case study: Deodorant AXE
Market share % (before campaign)
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Sales increase +8% vs. control data sample
Market share % (during campaign)
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Advocacy and retention
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Motivate your audience to give rating
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Case with an advertising agency
Database of 11 000 representatives of SMB
Used to call them once per 6 months
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When should we try to contact potential clients again ?
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The solutionMatching companies data in CRM with HeadHunder’s data
Data: company name, website, city
Automated synchronization 90 % of companies
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Consideration AdvocacyPurchaseAwareness Retention
Video, TV
Outdoor
Premium
display
Programmatic SEM
Promo store Retargeting
Recommendation
SMM
Loyalty program
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Картинка – что происходит с человеком на этапе интереса
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Thank you!