Dirk Cassiers & Yf Brodela - Measuring Creativity
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Transcript of Dirk Cassiers & Yf Brodela - Measuring Creativity
HOWDY
2007
NO!
DIRK CASSIERSMANAGING DIRECTOR
YF BRODALABRAND DIRECTOR
CREATIVITYMEASURING
TO EXPECT?WHAT
CREATIEF DIRECTEUR
CREATIEF DIRECTEUR
COPYWRITER
COPYWRITER
OTHER COPYWRITER ONDERTUSSEN BIJ DE ADVERTEERDER
LEADSSALESROI AW
AREN
ESS
moeilijk verhaal
‘as the world is changing, advertising agencies must
adapt and change with the new world that we live in’
Maurice Levy, 2009
the specialist the generalistvs
HURRAY!
an idea agency that drives ROI
‘creativity is a business driver’Stijn Gansemans
Creative Partner Dallas
biggest challenges
? competitionmarket shareleadsROI socialcommercial
romi 2
romi 2
what’s the score?
OTSOTH
OTC
OPPORTUNITY TO
CONVERT
OUTBOUND
INBOUND
GRP
OTHOTS
OBJECTIVES
OTC
ROMI 2
our visionOTS + OTH + OTC=ROMI 2
OUTBOUND INBOUND
OTC
OPPORTUNITY TO
CONVERT
A SCORE THAT ANALYZES YOUR DIGITAL TOUCHPOINTS IN RELATION TO THE MARCOM EFFORTS OF YOUR BRAND AND CUSTOMER JOURNEY.
?A SCORE THAT ANALYZES YOUR DIGITAL TOUCHPOINTS IN RELATION TO THE
MARCOM EFFORTS OF YOUR BRAND AND CUSTOMER JOURNEY.
SCORE
20 40 60 80
WHAT’S THE OBJECTIVE OF YOUR WEBSITE?
CONTENT STRATEGY APPROACH?
TRY TO OPTIMIZE YOUR TOUCHPOINTS?
GO AND CATCH YOUR CUSTOMER?
TOUCHPOINTS
BLOG SOCIAL MEDIA SEO LEAD GENERATION MOBILE
CONNECT CONVERT CLOSE CHERISH
strangers visitors leads customers promoters
CONNECT CONVERT CLOSE CHERISH
BRAND AND CUSTOMER JOURNEY
SCORE
A SCORE THAT ANALYZES YOUR DIGITAL TOUCHPOINTS IN RELATION TO THE MARCOM EFFORTS OF YOUR BRAND AND CUSTOMER JOURNEY.
TOUCHPOINTS
BRAND & CUSTOMER JOURNEY
LET’S CALCULATE THE OTC OF SOME BRANDS PRESENT IN THIS ROOM
YOUR OTC SCORE: 66
v
60
TRY TO OPTIMIZE YOUR TOUCHPOINTS?
80
GO AND CATCH YOUR CUSTOMER?
v
60
TRY TO OPTIMIZE YOUR TOUCHPOINTS?
ROMI 2
NEW?SEO AGENCIES
ADVERTISING AGENCIES
MEDIA AGENCIES
SOCIAL MEDIA AGENCIES
… AGENCIES
