Engage 2017 - CRM onboarding als tool voor groei! - Wouter Blok - Digital Audience
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Harder groeien met data onboarding Wouter Blok - Marketing Intrepreneur linkedin.com/in/wouterblok @wouterblok 1
Transcript of Engage 2017 - CRM onboarding als tool voor groei! - Wouter Blok - Digital Audience
Harder groeien met data onboarding
Wouter Blok - Marketing Intrepreneur
linkedin.com/in/wouterblok
@wouterblok
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2Source: https://www.cyfe.com/blog/siloed-data-is-a-destroyer/
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7http://bit.ly/Facebookcreepy
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13http://bit.ly/Googlecreepy
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Downsides of onboarding directly with media molochs
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Advertising
Search
Social
Display
Video
Marketing
Demo
Psycho
Affinities
DMP
Data Management
Platform
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DMP
Data Management
Platform
CRM
Customer Data
Advertising
Non-PII
Marketing
PII
Data Onboarder
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Data Onboarder
DMP
Data Management
Platform
CRM
Customer Data
Advertising
Non-PII
Marketing
PII
GDPR Transparent
ICTrecht factsheet: digitalaudience.io 18
DMP CRMAdvertising Marketing
Data Onboarder
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DMP CRMAdvertising Marketing
Publisher Data(Name, IP, Email, Cookies)
Cross-Device Data(Name, Device ID)
TV set-top Data(Name, Email, Address)
App Data(Name, Device ID)
Walled Garden Data(Impression Data)
Data Onboarder
20http://bit.ly/wberry16
CRM for all!
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CRM in search
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CRM in display
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Sprint
Customers
iPhone
Users
iPhone acquisition audience
suppression
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Sprint
Customers
iPhone
Users
iPhone acquisition similar
Audience
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Finish Line
Best
Customers
High Value Audience Segment
Sports
Shoppers
http://bit.ly/livefinish 28
CRM beyond DM and email
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~20%
Opens
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Opened
Email save campaigns
non-engager
In-Market
Wireless Shopper
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CRM & site personalisation
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33Source: vibetrace.com
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+49% sales
+9% cross sellhttp://bit.ly/twcrob
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ROPO - measured
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Source: MasterCard SpendingPulse, ShopperTrak, Deloitte
Retail bezoek -57%, waarde per bezoek 2.5x
Footsteps in-store Sales
40B
16B
$641B
Digital
Influence
Digital
Influence
$750B
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Source: Google/MBD 2015 Tech Wireless Shopper Study, May 2016. Clickstream January 2014 – September 2015
Consument zoekt minder op telco brand, meer op
device
Non-Brand
35%vs. 31% in 2015
Carrier
53%vs. 78% in 2015
OEM*
60%vs. 34% in 2015
% of converters who searched using keywords in the following buckets
*OEM terms can include Carrier (e.g. Sprint iPhone)
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Onboard offline data in AdWords
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5xOffline vs online sales after an AdWords click.
ThinkwithGoogle: bit.ly/sprintomni
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Incrementeel?
A median of
18%of attributed Store Visits
were caused by Google
Search Ads*
*Based off of a study of 10 of the large footprint US retailers
*Mobile only
*7-day conversion window 41
Display
Targeting
Walled
Garden
Targeting
Consumer
Analytics
& Insights
Measurement
& Attribution
Site
PersonalizationAddressable
TV targeting
Onboarding maturity http://bit.ly/wberry16
Mature Maturing Emerging
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Wouter Blok - Marketing Intrepreneur
Linkedin.com/in/WouterBlok
@WouterBlok 43
