Micro-targeting en datagebruik in digitale marketing - Peter Sprenger
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Transcript of Micro-targeting en datagebruik in digitale marketing - Peter Sprenger
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Micro-targeting en datagebruik in digitale marketing
PeterSprenger
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Datazijndenieuweolie
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Data-driven marketing
Personalisatie
Profiling
Micro-targeting
Bigdata
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Data-driven marketingishetgebruikvaninzichteninjeklanten/fansdiejealergenshebtvastgelegdofdieje
dooreenextrainspanningkuntverzamelen
…omzedaarnaopeenindividueelprofielniveautematchenmeteeninformatie- ofproductaanbod.
.
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Bedrijfs-voering data
Losse data silo’s
Big data bronnen
Realtimedata
vanuit digital
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Vanstatischedatanaardynamischedata
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WelkePersonawerkenbeter?
Gebaseerdopassumpties Gebaseerdopconversaties
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Vanmassamarketingnaargepersonaliseerdemarketing
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Relevantzijnvoordekleinstmogelijkeentiteit
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Doordewereldkleinertemaken,maakjehemeigenlijkgroterquaimpact
Relevantie,Context,Timing
Experience
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DanoneNutriciaContextMarketinginactie
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CAMPAGNETOOLDATABRONNEN GEPERSONALISEERDENIEUWSBRIEF
CRM
CMS
CSV
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SOCIALMEDIADATABRONNEN GEPERSONALISEERDEADVERTENTIE
CRM
CMS
CSV
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Beter leren kennen = relevanter zijn
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ProcesCustomerdataplatform
VerzamelenVerzamelenvan(individuele)gegevenso.b.v.interactiesenbestaandesystemen
SamenvoegenSamenvoegenprofielkenmerkeninéénprogressiefprofiel
SegmenterenSegmenterenopbasisvanprofiel-eigenschappen
DialoogReal-timeenrelevanteinteractieaanmarketingsystemenofbinnenklantcontactmoment
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SimoneJanssenLive@Noordwijk
“Simone(32jaar)iswoonachtig inHaarlem.Simonewiltgraag fitblijvenen loopt graag methaarvriend (2xperweek).Zeverbruikt gemiddeld 1.250KcalperweekmetHardlopen.Ook heeft zeonlangs een sporthorlogevanhetmerk Fitbitgekocht.
Tenslotte heeft hij interessenaar meer informatie overgezonde voeding entrainingsschema’s.”
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Destrategischewaardevandata
• Contentgidsvoorhetcreatieveprocesopjeplatforms
• Leidttotnieuwesegmentatiesinjemarkt
• Hogereconversiesinjecampagnesenmarktacties
• Geeftnieuweinformatievoorproductontwikkeling
• Opbouwvaneenverrijktedata/fanbase
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Aljekanalenzijn
dataplatforms
Startmetbestaande
databronnen
Eengoedefanbase iseengroeimotor