YOUR PROCESS MANAGEMENT AND CONTROLLING SUITE FOR MULTI-CHANNEL ONLINE MARKETING.!

Transcription

1 YOUR PROCESS MANAGEMENT AND CONTROLLING SUITE FOR MULTI-CHANNEL ONLINE MARKETING.!

2 AGENDA! 1. Challenges of Online Marke3ng 2. Applicata helps 3. Benefit and Pricing 4. About us!

3 DIFFERENT STAKEHOLDER PERSPECTIVES AND KPI! Online marke3ng is essen3al to internet related businesses. Like tradi3onal marke3ng, online marke3ng is about the conversion funnel. The issue: Stakeholders are looking at different KPIs in the marke3ng funnel. The damage: Time wasted on reconcilia3on efforts, bad decisions because of lack of agreement. The need: A single source of truth for marke3ng channel performance.

4 CEO PERSPECTIVE!

5 CMO PERSPECTIVE!

6 PERSPECTIVE OF A MARKETING MANAGER!

7 PERSPECTIVE OF A BI MANAGER!

8 DATA INTEGRATION! SEA tool Analy3cs tool Ad server The issue: A growing amount of data and data sources makes comparison and meaningful repor3ng hard. ERP system CS tool CRM system The damage: Money and 3me are wasted because the stakeholders of marke3ng do not use their 3me to add value based on numbers but to reconcile numbers. The need: A solu3on that integrates all the data and data sources. And a repor3ng suite that answers the business ques3ons.

9 EXTERNAL FACTORS! CUSTOMER DEMO- GRAPHICS EXTERNAL FACTORS GEO- LOCATION The issue: External factors influence consumer behaviour, e.g. consumers book more hotel rooms when big events take place. YOUR TYPICAL EBUSINESS The damage: Ignoring the influence of these external factors means a lost poten3al in subscribers and revenue. BEHAVIOR & CONTEXT TIME WEEKDAY SEASON The need: A solu3on that integrates this knowledge with daily and strategic Marke3ng decisions.

10 20% PERFORMANCE BUSINESS CONTROL 10% RISK! your online marketing performance by 30% in 2 months Milestone 2 Milestone 1 BAD MARKETING Many 0% ebusinesses make decisions based on ques3onable profitabili3es Week and slow, inaccurate reports can damage your Years business massively. 1st 2nd 3rd 4th 5th 6th 7th 8th 9th Growth scenario 0 1st 2nd BoXomline scenario oost online eting rmance % in nths Milestone 2 Milestone 1 Leads, Sales PERFECT MARKETING WORLD BAD MARKETING Profit line Campaign cost BAD MARKETING PERFECT MARKETING WORLD Week Profit line 0 1st 2nd Years Lost growth poten3al due to bad budget decisions about the successful vs. the Campaign ineffec3ve cost channels BAD Bad- quality MARKETING customers with high refunds/ chbks converted No or delayed break- even because of campaigns or even the en3re brand PERFECT MARKETING WORLD Consequences Lost revenue poten3al because CLV is not considered High refunds/ returns/ chargebacks cannibalize revenues Marke3ng burns cash in channels with no addi3onal profit poten3al Zero or nega8ve profit because of lost customer poten3al and misaligned expenditure At a minimum, growth poten8al and cost saving poten8al are not realized. If not tackled, uncontrolled marke8ng can lead to budget excession and cause mandatory scale- down of marke8ng. In the worst case, this can destroy the brand.

11 OUR SOLUTION: APPLICATA SOFTWARE! Cloud- hosted browser applica3on Used by you, managed by us Unlimited users Role- based rights Connects to all your data sources Dedicated, secure server Monthly fees! AND IT COMES WITH SERVICE!

12 IT COVERS YOUR MARKETING PROCESS! CAMPAIGN LIFECYCLE PLAN RUN OPTIMIZE APPLICATA TOOL - - Management of Partners, Deals and contacts + activity log Complete campaign Management for all channels - Performance and issue monitoring with daily data and smart alerts - Automatic performance and cost import from all common marketing systems - Standardized KPIS and advanced analytics along entire customer journey (attribution, clv projection) - Full integration of business data and marketing data APPLICATA SERVICE - Migration of existing campaign tree into the tool - Help with choice of the best tools (besides Applicata) - Implementation, incl. setup of channel tracking - User training - Secure connect of all sources to the Applicata tool - Transformation of collected data into an analyzable format - Knowledge Transfer - Customization - Setup of the right attribution model - Concept of relevant external factors

13 MEASURABLE BENEFIT! Select the good, stop the bad. Make the good beger Introduce a new dimension

14 APPLICABLE DATA SOURCES! Marke8ng performance data Business databases Web analy8cs providers Business applica8ons/sokware Connec8on technologies RESTful web services: JSON, XML, SOAP File import: FTP, SFTP, CSV import

15 APPLICATA S TECHNICAL INFRASTRUCTURE: SCALABLE AND SECURE! AMAZON COMPUTING CLOUD AWS FIREWALL Apache Webserver with Applicata GUI (SSL Secured) Applicata ETL Application PostgreSQL DB LOAD TRANSFORM AGGREGATE Source systems: connec8vity is key Connectors to common webservices (JSON, SOAP, ) Connectors to database systems (MySQL, Postgres,... Connectors to Marke3ng APIs (Adlens, Google Analy3cs,...) Backend: secure and intelligent Amazon hosted infrastructure: Highly scalable with top notch security setup (Firewalls, SSL) Intelligent data defini3on and incremental loading Fastest performance through parallelized ETL processes AWS Redshift DB BIG DATA Repor8ng GUI: details and customiza8on for everyone Drilldown to raw data OLAP capable repor3ng Customizable dashboards ing of scheduled reports

16 NEXT STEPS! Typically, the introduc3on has three milestones: 1. Control: Full marke3ng campaign view in one single GUI 2. Performance: Full performance data view and automated repor3ng 3. Intelligence: Advanced customer behavior analy3cs Kickoff: Scoping session with subject maxer experts for Marke3ng, Sales and Management Workflow & ETL concept, technical setup Connec3on to marke3ng data sources, Import of exis3ng marke3ng data Connec3on to business systems Setup of cos3ng feature AXribu3on model setup Control Performance Intelligence * Weeks Typically, the full setup can be done within 9 weeks. You only start to pay when Applicata goes live for you.

17 PRICING! Typically, our customers are ebusiness, marke3ng agencies and incubators with a monthly ad spend of more than 50,000 EUR. That is the size, at which marke3ng organiza3on and businesses become so complex in their marke3ng ac3vi3es, that Applicata can create considerable value for them. For the standard tool Applicata, the pricing consists of a monthly fee for the required setup: + Analy3cs server IT infrastructure + Per imported business data and performance data source + Per added advanced analy3cs feature + Customer specific Consul3ng and feature development are priced by man- hour. What we do not charge: - Opera3ons of the necessary IT infrastructure ( SaaS model) - Setup of the Applicata tool including automa3c import of exis3ng marke3ng structure - Connec3on of data sources - Development of analy3cs features Our offer: less than 3% marke8ng budget.

18 SUCCESS STORY: DIGITAL PERFORMANCE GMBH! Situa8on DP GmbH operate a complex business plazorm with da3ng sites in 10+ countries. Their business model is about Premium subscrip3ons and a coin sales model. Their monthly marke3ng budget is 500k+. DP GmbH use various channels, e.g., SEM, SEO, Affiliates, TV, and NewsleXers. The complexity causes fric3on in communica3on and decision- making, resul3ng in sub- op3mal budget alloca3on and thus lost profit poten3al next to inefficient spending.! Applicata approach The Applicata tool provided campaign management, performance controlling and repor8ng in one single GUI. This created comprehensive control over marke3ng ac3vi3es for all domains, partners, and campaigns. Features for cost alloca8on and analysis allowed for a weekly controlling cycle. Applicata thus enabled fast and accurate decisions with its top- notch repor3ng suite and daily scheduled report ing to 10+ Top Management, Marke3ng and BI team. The automated profit and CLV calcula3on allowed everyone to focus on one single KPI: Return on Investment. Result Marke8ng budget uplik by 250% Successful acquisi3on of 2 client projects in the da3ng space with custom daily imports

19 ABOUT APPLICATA GMBH! The leadership: 10+ years of relevant experience Sebas3an Rieschel is founder and Managing Director. The Team: competent and mo8vated Applicata employs a number of highly qualified IT and Online Marke3ng professionals in order develop the product con3nuously and to provide the best service to our customers. The company: German GmbH HQs in Berlin!

20 THANK YOU & CONTACT! Web form: hxp:// Office: Applicata GmbH RiXerstraße Berlin Telefon: