marketing cloud gold partner

Transcription

1 marketing cloud gold partner The Lifecycle Marketing Agency

2 How do we combine the best of Digital Advertising and Direct Marketing to create a better outcome? Challenges

3 CHALLENGES Environmental Data Measurement

4 The internet is all about measurement The Traffic Impressions Visibility Conversions List size Engagement Opens Clicks ROI Environmental Challenges

5 Moving in house: Direct Marketing is now usually handled by an in house marketing team Industry Trends

6 Moving in house: Digital Advertising via programmatic will account for 50% of all digital advertising by 2018 Industry Trends

7 Platformity (n) The idea that marketing problems can be solved by having the right platform Industry Trends

8 There is no platform that does the full spectrum of digital advertising and direct marketing. There probably never will be our industry moves too fast Industry Trends

9 There is a huge fragmentation of vendors and platforms in the market Industry Trends

10 There are too many (platform) choices! source: lumascape.com Terence Kawaja Industry Trends

11 This makes it even more difficult to fulfill each marketing requirement with the right platform Industry Trends

12 Digital Advertising Direct Marketing Social Marketing Social Advertising Search Web Analytics Industry Trends

13 Having several different in house platforms comes with even more challenges: Industry Trends

14 Integration and transfer of data Single customer view Direct cost Indirect cost Measurement Industry Trends

15 Platform fragmentation creates data fragmentation It is getting harder to measure the right things Industry Trends

16 Not everything that counts can be counted, and not everything that can be counted counts. ~ William Bruce Camero (not Einstein) 2015 Global Red. All rights reserved

17 So... are we measuring the right things? Industry Trends

18 Direct Marketing has mature tools and established methodology for measurement Measurement

19 Measurement of Digital Advertising has many challenges Measurement

20 There is a long feedback loop between the advertiser and where the advertising inventory is being consumed Measurement

21 DIGITAL ADVERTISING FEEDBACK LOOP * Numbers for example purposes only STRATEGY 100% CONTENT 5-10% 100% WEB ANALYTICS 80% SPEND DATA MANAGEMENT PLATFORM 30% ANALYSIS 60%

22 Different players in the process are incentivized on different metrics Measurement

23 Fox guarding the henhouse?

24 Very few advertisers ever ingest results data back to where the spend is determined

25 50% of ads are never seen 30% of clicks are fraudulent Solution

26 So why does our spend look like this? Direct: Digital: $ $$$$$ $$$$$ Measurement

27 Quantity has a quality all of its own 2015 Global Red. All rights reserved

28 Solutions: Visibility Attribution Optimisation

29 All that is too complex is unnecessary and it is simple that is needed ~ Mikhail Kalashnikov Visibility

30 We tackled the biggest problems first: 50% of ads are never seen 30% of clicks are fraudulent Solution

31 Clean Attribution Solution

32 It is not the strongest of the species that survives, nor the most intelligent. It is the one that is most adaptable to change.

33 Test Learn Adapt Applied to display = amazing results

34 The Odd Couple can converge when: Digital Advertising is able to speed up the optimization process to match the pace of Direct Direct Marketing moves beyond its traditional dependency on web analytics platforms Solution

35 How to optimise display

36 ... In real time... Optimised every 15 minutes... For conversions (not clicks or impressions) Solution

37 Segmentation and predictive analytics shorten the marketing feedback loop Solution

38 Segmentation and predictive analytics shorten the marketing feedback loop Not as simple as it sounds. Solution

39 How? In-stream processing of online display, social and web data Real-time Optimisation, trend analysis and brand safety Multi region, HIPAA compliant data infrastructure on the cloud Beyond Web 2.0: Semantic analysis of pages, products, images and videos Data broadcast to relevant plaforms (ESP, CRM, Reporting, Dashboards, Web Analytics, Data Management) Solution

40 Needed to process Billions of events per month! Solution

41 This is not possible for a human being to do... so we taught a machine to do it 2015 Global Red. All rights reserved

42 We dynamically create a bunch of virtual machines in an elastic infrastructure to do a lot of clever things Solution

43 in Practice Real Use Cases

44 Consumer Vision: using loyalty program data to drive digital advertising Auto Intent: using Digital Advertising tracking and results to identify customers with the intent to purchase Solution

45 Consumer Vision TM FMCG LOYALTY PROGRAM DIGITAL DISPLAY edm & DISPLAY edm TO REWARDS LOYALTY DATATBASE TRANSACTIONS STORE RETAIL OUTLET

46 Auto Intent TM TOYOTA SITE CAR AD CAR AD CAR SALES SITE CAR AD CAR AD DIGITAL PROFILE TAG DIGITAL PROFILE C AR PHONE DIGITAL PROFILE TAG DIGITAL PROFILE CUSTOMERS WITH INTENT TO BUY S A LE DIGITAL PROFILE DIGITAL PROFILE Tagged Digital Profiles Matched Against Car Manufacturer CRM DIGITAL PROFILE S

47 So what have I been talking about? Visibility creates a clean attribution model Enabling automated test, learn, refine methodology for display The Unfair Advantage

48 Market Challenges for Fitness First

49 Challenges for Fitness First Mature brand with long history in market Increased competition (locally and internationally) Struggling to differentiate value proposition

50 Marketing Objectives: Brand, Marketing & Club refresh Redefine the value proposition Refocus on the member in a personal way

51 Digital Marketing Objectives: Better results without increasing spend Clear attribution between Organic, Paid Search & Display Understand the member earlier in the journey Improve conversion

52 Key Criteria for Success: Improve the member experience and drive advocacy Behaviour based targeted acquisition and re-engagement Shorter feedback loops and increased marketing control

53 First steps: Initial period of consolidation, planning and testing Segmentation analysis on first 12 weeks of member activity Changing marketing paradigm / cultural shift

54 We found a strong correlation between: A new member s welcome survey Their visitation patterns in the first 12 weeks of membership The quality of the profile data provided during their registration

55 Fitness First: Creating Success 4.0 ALL TALK SUPERNOVAS AVERAGE JOES FITNESS FANATICS NOMADS Average Swipes per Week FITNESS ASPIRATIONAL FANATICS AMATEURS Weeks Since Enrolling

56 Test Learn Refine

57 EDM Journey campaigns: Improved open rates by 30% overall Decreased unsubscription rate by 68%

58 Re-Engagement Campaign: Increased open rate from 37% to 47.5% That is already 29% above our industry standard

59 Re-Engagement Campaign: SMS journey element drove 99 new members in the first week 2300% overall ROI for campaign Conversion of 13.18%

60 Re-Engagement Campaign: Cost per recovered ex member was 60% lower than search CPA

61 Test Learn Refine For display

62 30 steps of automated optimization... in real time...for every campaign

63 It worked! 295% increase in impressions 600% increase in clicks 66% reduction in CPM 54% reduction in digital CPA 219% increase in online conversions

64 Fitness First: Measuring Success

65 Fitness First: Next Steps Execute on our new marketingfoundation Track our acquisition journey from the first digital impression to the member in the gym Launch a new club format: High Performance

66 Any Questions?