Digital Intelligence in Dubai: Current status and outlook

Transcription

1 Digital Intelligence in Dubai: Current status and outlook Christian Sauer, CEO Webtrekk Smartcon 2015 Dubai Leadership for a Data Driven Economy

2 Importance of Web Analytics 27% 9% 3% 21% Very important Important Relatively important Not so important 21% 12% 30% Not important at all 39% 36% 2 Digital Intelligence in Dubai: Current status and outlook

3 The channels are analysed but not the user behind them! Cost of advertising media contacts are interpreted based on the channel Result: Inaccurate campaign evaluation false budget allocation Retargeting SEM Display TV Direct User Journey Conversion 3 Digital Intelligence in Dubai: Current status and outlook

4 Web Analytics maturity curve Business Optimisation Website Optimisation Business Integration Data Collection Reporting Analysis Growing markets Advancing markets Mature markets Digital Intelligence in Dubai: Current status and outlook

5 Country Comparison: Web Analytics maturity curve Growing markets Advancing markets Mature markets 5 Digital Intelligence in Dubai: Current status and outlook

6 There is no shortage of data sources for channels Often a multitude of tools is utilized for various processes from data collection to delivery. Data Collection Data Storage Analysis Predictions Delivery Even different tools for campaign management. App SEM CRM & Retargeting Display Affiliate Social Media SEO 6 Digital Intelligence in Dubai: Current status and outlook

7 Data is not stored in a user-centric way Web analytics data often gets reported on the basis of pages, browsers, etc. Result: Users cannot be properly assessed and addressed individually Digital Identity Contact data Demographic data Engagement Monetary Recency Frequency Marketing Automation 7 Digital Intelligence in Dubai: Current status and outlook

8 Predictive Analytics requires good data quality How will your customers behave in the future? Current user behaviour Future user behaviour Data Data requirements requirements High data quality Completeness User centric 3 different predictions (one per device) 1 prediction per user 8 Digital Intelligence in Dubai: Current status and outlook

9 Data from a free solution: As reliable as data from a paid solution?? 38% Yes 63% No 10 Digital Intelligence in Dubai: Current status and outlook

10 Current Web Analytics Solution 42% 41% Likely to include: 4% 4% 0% 0% 8% 0% 0% Clicky Mint Church Analytics KISSmetrics Clicktale Piwik 11 Digital Intelligence in Dubai: Current status and outlook

11 The Quality of Predictions Depends on the Quality of the Underlying Data User Behavior: CRM Possible Predictions: Conversion probability Churn probability Customer Lifetime Value (CLV) Result: Next-Best-Action: High conversion probability Cross-Selling Upselling Effective marketing actions Better budget allocation Better ROI Evidence of churn behavior Strengthen customer loyalty 11 Wie Sie mehr Insights aus Ihren Daten generieren

12 Prospecting & Retargeting with Real-time Advertising The "new" display advertising Delivery of advertising for relevant users Optimal price control ROI Bidding strategies: Retargeting Reactivation of the user Prospecting Generating new customers No previous data about the user Use already available buying / customer behaviour Creating a target group profile 12 Digital Intelligence in Dubai: Current status and outlook

13 User Database for Real-time Advertising Online data and offline data are often not yet linked First Party Data: Offline Onsite Matches with onsite data Transparent CRM Display Advertising 13 High data quality User centric Complete Buying Behavior / User Behavior Customer Segments Third Party Data: Doesn t match onsite data Non-Transparent 13 Digital Intelligence in Dubai: Current status and outlook

14 3rd Party Providers Process Your User-Related Data Windeln.de Baur Conrad Amazon Facebook Google keine Do not let others optimise your business without understanding their business model or 100% transparency Protect against data leakage 16 Digital Intelligence in Dubai: Current status and outlook

15 Use an integrated tool Potential disadvantages of using many different tools: Benefits of an integrated tool: Data is not homogenous Homogenous data Data is not compatible Compatible data Data silos Better overview Merging data from various sources Efficient work process Data is inaccurate Accurate data Data is incomplete Complete data 15 Digital Intelligence in Dubai: Current status and outlook

16 Your checklist for 2016: User centric tracking Use an integrated tool Use predictive analytics Real-time advertising 16 Digital Intelligence in Dubai: Current status and outlook

17 Thank you! Christian Sauer, CEO