Welcome to the

ROI by Data Combination

Thesis One. Data-Driven Companies perform stronger&&

will take the Lead

Ou

tpu

t (C

om

pa

ny

Va

lue

, M

ark

eti

ng

Kn

ow

led

ge

, R

OI)

Business

Optimization

Ou

tpu

t (C

om

pa

ny

Va

lue

, M

ark

eti

ng

Kn

ow

led

ge

, R

OI)

Data CollectionReportingAnalysis

Website

Optimization

Data

Integration

Input (Time, Effort)

Ou

tpu

t (C

om

pa

ny

Va

lue

, M

ark

eti

ng

Kn

ow

led

ge

, R

OI) Statistics Web Analytics

Digital

Intelligence

Business

Optimization

Ou

tpu

t (C

om

pa

ny

Va

lue

, M

ark

eti

ng

Kn

ow

led

ge

, R

OI)

Data CollectionReportingAnalysis

Website

Optimization

Data

Integration

Input (Time, Effort)

Ou

tpu

t (C

om

pa

ny

Va

lue

, M

ark

eti

ng

Kn

ow

led

ge

, R

OI) Statistics Web Analytics

Digital

Intelligence

Real

TimeSegmen-

tation

Customer

Journey

Business

Optimization

Ou

tpu

t (C

om

pa

ny

Va

lue

, M

ark

eti

ng

Kn

ow

led

ge

, R

OI)

tation

Tagging

Real

Online-

Offline

Combi-

nation

Data CollectionReportingAnalysis

Data

Integration

Website

Optimization

Input (Time, Effort)

Statistics Web Analytics

Digital

Intelligence

Gartner Hype Cycle

Ou

tpu

t (C

om

pa

ny

Va

lue

, M

ark

eti

ng

Kn

ow

led

ge

, R

OI)

Real

Time

Customer

Journey

Segmen-

tation

Business

Optimization

Digital Intelligence Model

©by Ralf HaberichData CollectionReportingAnalysis

Website

Optimization

Data

Integration

Ou

tpu

t (C

om

pa

ny

Va

lue

, M

ark

eti

ng

Kn

ow

led

ge

, R

OI)

Tagging

tation

Input (Time, Effort)

Real

Online-

Offline

Combi-

nation

Thesis Two. Offline and Online need to interactto to

gain more Success

„Driving eCommerce with TV Commercials“

Company WIRKAUFENS

Location Germany

CA

SE

ST

UD

Y

About wirkaufens.de

� Founded 2008� 100+ Employees in Frankfurt & Berlin� Second Hand Shopping

� Mobile� MP3� Navigation� Navigation

� 200.000 Products added yearly� Turnover €30 Million

User watches TV Spot

User visits WebsiteUser visits Website

Analysis

Traffic

Brand Search

Direct Entry

tt0 t0 + X minutest0 - X minutes

TV Spot

Newsletter

CampaignTraffic

Number of TV Visitors - per Minute

Number of Orders - Total vs TV

Order Influence - per Commercial

„Model Selection via eCommerce“

Company Anonymous

CA

SE

ST

UD

Y

Company Anonymous

Location Hongkong

CA

SE

ST

UD

Y

About the Company

� Founded 1970s� 15.000 Employees Worldwide� Fashion Shopping

� Women� Men� Kids� Kids

� 10,000 Stores/Wholesales� Turnover $4.5 Billion

Is a blonde model Is a blonde model the best choice

to sell bikini online?

Fashion Brand re-structured photo shoots by analysing the model impact on sales and

increased orders by 38% to achieve a seasonalturnover increase of $960,000.

Dynamic Teaser

Recommendations

Merchandising

Onsite Targeting

Email Remarketing

Keyword Tracking

Campaign Controlling

Customer Tracking

Attribution Modelling

A/B Testing

Multivariate Testing

Landing Page &

User Experience

Optimization

Personalize Content & Offers

Control Campaign Budgets

Optimize ConversionRates

Optimize Advertising & Reach

Use EveryDataEverywhere

GetData &Insights

Real Time Bidding

Re-Targeting

Behavioral Targeting

Predictive Targeting

Real Time Advertising

Web Analytics

Social Analytics

Mobile Analytics

E-Commerce

Predictive Analytics

Tag-Management

TV/Print/Instore

Trusted Data

1-First / 3rd

Other Data

Dig

ital M

arke

ting

Wor

ld

The Digital Marketing Challenges

Marketing Action Center

Marketing Action Center

Customer Journey

Customer Journey

Testing & Optimization

Testing & Optimization

Safe Tag/API

Safe Tag/API

Dig

ital I

ntel

ligen

ce S

uite

Dig

ital I

ntel

ligen

ce S

uite

Program. AdvertisingProgram.

AdvertisingAnalytics

PerformanceAnalytics

Performance

� 100+ Employees� Headquarter Berlin� Dedicated Partner Program� > 40% Annual Revenue Growth every year

Webtrekk User Conference 2014 in Berlin

Thank You.