What's Next Digital - July 2016

Exploring*the*Future*of*Digital*Marke5ng*and*the*importance*of*Integra5ng*Business*

Intelligence*in*your*Marke5ng*Mix*

blue2purple confidential & proprietary 1

WELCOME

WELCOME .

HI!

0101!


what we do today, agenda, timeline

Timeline

break 15 minutes

Laurence Ad blockers

Gaetan GRP

Gert-Jan 360 Suite

Frederik DMP

Tim Data Policy

Karima & Lisa Cases

blue2purple confidential & proprietary

GRPISDEAD

DIGITALMEDIAPLAN


DISCLAIMER

The facts expressed here belong to everybody, the opinions to me. The distinction is yours to draw...

«»


GRPISDEAD

DIGITALMEDIAPLAN


Definition:

9

GRP=REACHXFREQUENCY


Definition:

10

Inadver<sing,agrossra<ngpoint(GRP)isameasureofthesizeofanadver<singcampaignbyaspecificmediumorschedule.Itdoesnotmeasurethesizeoftheaudiencereached.

GRP=REACHXFREQUENCYGRPs =30%(ofthetargetedgroup)X4ExposuresGRPs =120


Limitations

11

GRP=REACHXFREQUENCY =30%(ofthetargetedgroup)X4Exposures

GRPs =120

Es<matesbasedonpanels

Es<matesbasedonpanels


The Rising Cost of Consumer Attention

12

DecreasingaVen<ontoTVads


Digimeter Flanders 2014

The Use of Digital TV

13


84%


GRP Evolution

16

GRPVIDEO(orMRCintheUS)

GRP GRPß GRPINTERNET


GROSSRATINGPOINT

•  PanelBased(CIM:TV1500households)

•  Donotmeasurethecrea<veimpact

•  Basedonhistoricaldata

•  Onlyfocusondemographics

YOUNEEDTOGUESS-Butthisiswhatweget.


GROSSRATINGPOINT

WHATIF:

YOUCOULDMEASUREEVERYTHING

BUYJUSTTHEMEDIAYOUNEED

INREALTIME

FOCUSONADDITIONALINFOTHANONLYESTIMATEDSOCIO-DEMO


DOESHEMEAN…

DIGITAL?


FORGETABOUTSOCIO-DEMO–WE’REALLUNIQUE


IFWE’REALLUNIQUE–THENMATCHEVERYUNIQUEBUYINGCYCLE


•  THINKDIGITALFIRST

•  WHEREISMYAUDIENCE

•  HOWTOREACHTHEM

•  WITHWHATMESSAGE


Joris Merks-Benjaminsen 25

•  Buildpersonae&Maptheirconsumerjourney

•  Controlthetouchpoints•  Buildabrandfunnel&buildastrongstorytelling•  1o1storytellingthankstoprogramma<c•  LASTCLICKONLYISDEAD

DIFFERENTTYPESOFJOURNEYSFORDIFFERENTPROSPECTSINSTEADOFREACHONLY


Automation of the full media mix based on signals Be relevant – based on data – across the buying cycle

26


Joris Merks-Benjaminsen 27


WECONTROLTHEEXPOSUREANDTHECROSS-COMMUNICATION


This is what we see

30


ALWAYSONBRANDING

NOTEVERYBODYWILLGETTHESAMEMESSAGEATTHESAMEMOMENT

GRPDOESN’TWORKANYMOREBecauseweusesignalsinsteadofdemographics

Youdon’tneedtoguesssinceyoucanmeasureandbuywhateveryouneed


ISGRPDEAD?

NO–WEDONOTNEEDITINDIGITAL


BUT…


Programmatic TV

34

0,1%IN2014

4%IN2015

20%ESTIMATEDIN2019 USEDATA,BUYLESS,BUYTHEAUDIENCEYOUNEED

© Google Inc. 2016. All rights reserved.

Google Analytics 360 Suite Overview

Gert-Jan [email protected]

June 30, 2016


Agenda

● Ultimate end goal: use your data for Precision Marketing

● Background Google Analytics 360 Suite

● Go From insight to impact, faster (including demo’s!)

● Q&A

● Q + A


Precision Marketing


Precision MarketingCollect, Analyse & Transform Data Into Actionable Insights

to reach

● The Right Consumer,● With the Right Content,● In the Right Context● At Scale

Google Confidential and Proprietary

We don’t go online. We live online.


per day

On my bike, listening to summer vibes8:30am

Message my friends: really time to book to Rio!11:15am

Browse HHH experiences of other people on YouTube7:15pm

At the gym, preparation for the Copacabana8:29pm

At lunch, buy Holland Heineken House Tickets1:33pm

Reading an article in bed on my phone for my MBA10:00pm

Use maps to find out what the distance is from my friends home at Copacabana to the HHH 1:13pm

At work, book tickets from Amst - Rio 11:36am

Wake up and read news online6:50am

On the train, read articles about the Olympic Games8:42am

150xFragmented user behaviors

Micro-moments are the new battle ground for brands


How do I make sense of every new moment?

Are they all equally important?

Do I need to win them all?


How do I make sense of every new moment?

Are they all equally important?

Do I need to win them all?

YOU CAN’T

THEY’RE NOT

YOU DON’T

NEW-DAY-NEW-ME

IS-IT-WORTH-IT

TIME-FOR-A-NEW-ONE

READY-FOR-CHANGE

DIDN’T-PLAN-FOR-THIS

SHOW-ME-HOW

ONE-STEP-AT-A-TIME

Some moments matter more than others


2% Of Companies Are Set Up To Collect, Identify Opportunities, And Measure Moments


Single Point Solutions vs MarTech Stack


The Google Analytics 360 Suite

of marketers said that marketing measurement tools are difficult to use - reducing cross-team collaboration.

60%

of marketers surveyed don’t believe that their data sources are well integrated.

84%

of marketers stated that it is difficult to give their stakeholders in different functions access to their data and insights.

57%


Introducing the Google Analytics 360 Suite

The Google Analytics 360 Suite offers a powerful and integrated analytics solution for today’s biggest enterprises. Measure and improve the

impact of your marketing across every screen, channel and moment in today’s customer journey. It’s easy to use, makes data accessible for everyone,

and helps you discover and use the “ahas” you need to win.


Integration of platforms key for marketing Optimization → Single view of the customer

DMPOrganizeaudience data

Measurement & Optimization Full-funnel unified reporting, audiences, site analytics, attribution by DoubleClick impression sync (Premium only)

Web environments Webdomains

CHANNELS:Display & Search (in DoubleClick)Video - Affiliation - Social - Email - Metasearch

CHANNELS:Direct - SEO - Social - Blog - Email lifecycle - Metasearch

- CRM- Feeds - Pricing & revenue management- Databases

Execute and generate traffic viacampaigns across formats, channels, screens

PAID MARKETING CHANNELS ‘NON-PAID’ MARKETING CHANNELS

Traffic from (previous) other effortsvia non-paid and paid campaigns/servicing


Tag Manager 360 - Data Collection

Data Studio 360 Data Analysis and Visualization

Third-Party Platforms

Analytics 360Customer Insights

Attribution 360Marketing

Measurement

Optimize 360Site Testing and Personalization

Audience Center 360Audience

Management

Solutions designed to win each moment in today’s multi-screen consumer journey.

Built for modern marketing

Users and journeys, not sessions and devices

Understand the full context of a user’s journey across channels and devices.

More insights, not more data

Access and collaboration powers smarter decisions

The full power of your data, when and where you need it

Built in intelligence does the heavy lifting and quickly delivers insights.

Share the data, work together, and tell compelling stories that inspire action.

Integrations to better understand and improve each consumer touchpoint.


Go from insight to impact, faster


Discover target segment• Web/mobile behavior• Web/mobile purchases• Offline transactions• CRM/loyalty data

Share segment across products• Ad platforms for retargeting• Audience Center 360• Optimize 360

Identify high-value customer segments for targeting


Enrich 1st-party data• Google Audience Data• 3rd-party sources

- Affinity- In-market

Create lookalike audiences

Publish IDs• Ad platforms for targeting• Optimize 360

Expand the reach and audience


Audience Center Strategy

Site Behavior DataGoogle Analytics

50+ 3rd-Party Data Integration

Partners

Media Performance

(DCM, DBM, DS, GDN, Adwords,

YouTube, 3P Media)

CRM & Offline Data

FULL VIEW OF CUSTOMERS

AnalyzeAccess Activate

DCM, DBM, DS

YouTube

Campaign Performance

100+ 3rd-Party Platforms

GDN

Google Analytics

Search

MobileDisplay/Video

Search Social

Content Email

A/B TestingOverlap & Suppression

Reach & Frequency

Reporting & Segmentation

Lookalike Modeling

Audience PerformanceGoogle Proprietary

Demographics, Affinity, In-Market

Cross DeviceActive ViewActive User

Platforms


AdWords remarketing• Search• Google Display Network

DoubleClick Digital Marketing• Cross-network search• Reservation display• Programmatic• Mobile• Video

3rd-party ad platforms3rd-party email and messaging

Plan and traffic an integrated campaign


Optimize the entire site experienceTest just about anything• Custom offers• Redesigned site layouts

Make smarter, faster decisions• Advanced Bayesian statistics • Reporting built on Analytics 360

Personalize the experience • Analytics 360 audiences• Users based on any action


Measure cross-channel performanceCompile data across channels and devices• Views and click-throughs• Cost and reference• Online and offline conversions

Model performance• Channel/sub-channel• Campaign and creative• Audience

Publish results• Search and programmatic• Audience Center 360


Easily share results and insights with your teamConnect the data• Access data across the Analytics 360 Suite• Overlay AdWords and DoubleClick

campaign data• Add external data sources

Collaborate to create reports and dashboards

Share with stakeholders


Tag Manager 360 - Data Collection

Data Studio 360 Data Analysis and Visualization

Third-Party Platforms

Analytics 360Customer Insights

Attribution 360Marketing

Measurement

Optimize 360Site Testing and Personalization

Audience Center 360Audience

Management


Prepare your organization

Think

Feel

Do


Q & A


Thank you.

USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES

DMP’s: How to Manage Data

Frederik DoomsPlatforms Industry Manager

Part of Google

since 2007

Media agnostic

Technology provider

Google Confidential & Proprietary


3



BETTER MEASUREMENT IS #1 CHALLENGE FOR LARGE MARKETERS

71%

51%

31%

Measuring the ROI of my marketing

Securing enough budget

Managing your website

http://blog.hubspot.com/blog/tabid/6307/bid/33820/5-Major-Challenges-Marketers-Face-And-How-to-Solve-Them.aspx







THE BARRIERS EVOKED FOR MEASURING ONLINE PERFORMANCE

Solving the cross-device and cross-channel purchase path

Data coming from heterogeneous sources can’t be easily reconciled

Hard to find people capable of generating and interpreting sophisticated measurement

57% 51% 48%

Source EBG with Qlik, nov 2015

techno human

http://totalaccess.emarketer.com/Article.aspx?R=1013384&dsNav=Ntk:basic%7cmeasure%7c1%7c,Ro:11,N:781,Nr:NOT(Type%3aComparative+Estimate)&kwredirect=n



a 4-step process for Modern Media Measurement

Step 1:Go Beyond Silos

Do I have all the data that I

need in one place ?

Step 2: Go Beyond Conversions

Get a better vision of your customer

Step 3: Go Beyond Last-Click

Distribute fairly the credit across

touchpoints

Step 4: seek actionability

Take action from new insight in no time



0Wait!

Do you have clear objectives, first ?




MY CAMPAIGN RESULTS

Impressions: 12 M

Clicks: 3 000

Revenue: 5600 euros




TARGETS

Choose realistic targets

Metrics and KPIs

What metrics reflect best these goals ?

GOALS

What strategy can help me achieve it ?

Define sound Marketing objectives, and the rest will follow

OBJECTIVES

What is my website / app / campaign exactly for? Seriously ?

E.g. INCREASE

PROFITABILITY

E.g. MORE SALES

HIGHER MARGIN E.g.

Conv Rate

Avg Cart valu

e,

% high margin

products sold E.g.

from 3 to 5%

Stay > 120$,

25% of high m

argin product

/ cart




ORGANIZE YOUR METRICS

AD CE

NTRIC

SITE C

ENTRIC

SEE

THINK

DO

Banner Impressions XViewable Impressions XReach and Frequency XUnique users XNew visits XBounce rate X

CTR X2 product pages or more : $0.08 X% Conversion Rate (for Download whitepaper /asset) X X% Conversion Rate (for Download installer) X X% Conversion Rate (for Register for webinar / demo/ live event) X XDownload installer (added as goal) : $12.50 XDownload whitepaper /asset (added as goal) : $10.00 XRegister for webinar / demo/ live event (added as goal) : $8.00 X

Demo Installs (added as goal): $25.00 X XPurchases $1,000.00 (Offline + Online) X

GET MORE PEOPLE TO KNOW MY PRODUCTS

GET PEOPLE TO READ ABOUT MY PRODUCTS AND TEST THEM

GET PEOPLE TO USE/BUY MY PRODUCTS



1Bring your data together




While siloed systems work fine on their own…

Data

Tools

Marketing strategy




The fragmentation is worst when using multiple technologies

Data Loss

Poor Frequency Control

Using multiple toolsets results in a 20% data loss each time you transfer data sets between systems--data that you have spent a lot of money to acquire

Self Competition

Using multiple toolsets makes it harder to control frequency because you don’t have a single view of the customer

Using multiple toolsets will most likely result in overlap and self competition--i.e. bidding for the same impression/user across partners

Single point of access increases campaign

efficiencies up to

33%

Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013Source: Adding Data, Boosting Impact; Boston Consulting Group commissioned by Google, September 2014

A unified platform leads to increased efficiency and better performance

32% average

reduction in CPA

Better performance




Tools work better when unified

Better Insights

MoreEfficiency

Better Performance



CROP YOUR IMAGE TO THIS SIZE

(Double click image and drag handles)

1 : AUDIT

What tools do you currently work with ?

Source: The Boston Consulting Group, "Efficiency and Effectiveness in Digital Advertising", June 2013

2 : SELECTION

What data points are must-haves, what are secondary ?

3 : CHOICE

What’s the best place where to build your single-source-of-truth for media measurement?



2Beyond online conversions




Imps

Sales, revenues

MOBILE

OFFLINE

CRM status

subscription

Product pages

re-visits

Time spent

Bounce rate

USER-centricity




CONTEXTUAL DATA

Any external factors influencing the conversion?

Weather, TV, Geo, etc.

CUSTOMER DATA

What type of customers converted?

Number of purchases, stage of qualification, demographics, CRM segments, lifestyle, etc.

PRODUCT DATA

Are all the conversions of same value?

Products in stock, Brands, weights, product-level margin, categories, etc.

CONVERSION DATA

Is the online conversion enough?

Offline conversions, modification of existing conversions.

What types of data can give more insights to your online conversions ?

Beyond online conversions : offline insights



3Attribute value fairly




NOW, YOU CAN GO BEYOND LAST-CLICK MODEL

10%12%

9%

19%

12%

2%

5%



4Turn insights into actions




Now, you have a finer vision of your campaign’s performance

4

MY CAMPAIGN RESULTS

Impressions / Clicks / CTRRevenueCPA

Bounce rate: 54%User engagement score: 4/5Nb of store locator pageviews: 1234X-device conversions:: 567Offline conversions: 345

Time-decay conversions: 456Assist ratio : 15Assisted conversions : 678

User centricmetrics

Multi-channel and attribution insights



Doubleclick stack is genuinely built to fight fragmentation across channels

Data from your Video, Mobile, Desktop campaigns run programmatically

Ad-centric

Data from your search campaigns

Site-centric

Off-line / CRM / 1st party databases

Adserved or tracked campaigns

Reporting


Thank you

Frederik DoomsPlatforms Industry Manager Doubleclick Digital Marketing

Brussels''/''Düsseldorf''/''Hamburg''/''London''/''Manchester''/''Munich''/''Paris''/''Shanghai''/''Silicon'Valley''/''fieldfisher.com'

Data$privacy,$digital$marketing$&$BI$Selected-topics-

--Tim-Van-Canneyt,-Partner-9Technology,-Outsourcing-&-Privacy-department-blue2purple-What’s-Next-DIGITAL-event-9-30-June-2016-

-

Brussels''/''Düsseldorf''/''Hamburg''/''London''/''Manchester''/''Munich''/''Paris''/''Shanghai''/''Silicon'Valley''/''fieldfisher.com' 2-

The$context--

Data Protection Directive

•  Dates from pre-internet age (1995), trouble dealing with new technologies.

•  Fragmentation and inconsistency due to 28 local flavours

•  Lack of enforcement - compliance

General Data Protection Regulation (GDPR)

•  Adapt legal framework to the globalised digital society

•  “One ring to rule them all” •  Enhance rights for individuals

!  Stricter obligations for companies !  Increased enforcement

•  25 May 2018

EU'Charter'

of'

fundamental'

rights'


GDPR$–$A$game$changer$

Most lobbied regulation in the history of the European Parliament due to the monumental impact it will have on companies doing business in the EU and even non-EU businesses targeting European data subjects.


Personal$v.$anonymous$data$

•  Personal)data)='any'informaDon'relaDng'to'an'idenDfied'or'

idenDfiable'natural'person'

–  “in$par(cular$by$reference$to$an$iden%fier(such(as(a(name,(an(iden%fica%on(number,(loca%on(data,(an(online(iden%fier$or$to$one$or$more$factors$specific$to$the$physical,$

physiological,$gene(c,$mental,$economic,$cultural$or$social$iden(ty$of$that$natural$person.”$

•  Pseudonymous)data)=''personal'data!'

•  Anonymous)data)is'out'of'scope'

–  ReHidenDficaDon'impossible'


Consent$

•  Informed)

–  Request'must'be'intelligible'and'easily'accessible'

–  Minimum'informaDon:'who'and'why'

•  Free)

–  Possibility'to'refuse'without'detrimental'consequence'

•  Specific)

–  Not'“buried”'in'terms'of'use'

•  Unambiguous))

–  A'statement'or'clear'affirmaDve'acDon'

–  SensiDve'personal'data:'explicit'consent'

•  Minors)under)16:)parental'consent'required'for'informaDon'society'services'


ProCiling$-•  DEFINITION)D)Automated'processing'of'personal'data'to'evaluate'certain'personal'aspects'of'an'

individual.'

–  Especially'analysis'or'predicDon'of'individual’s'personal'preferences,'interests,'behaviour.'

$

•  INTERDICTION)to'take'decisions'solely'based'on'automated'processing'(incl.'profiling)'which'

produce'legal'effects'concerning'individual'or'similarly'significantly'affects'him.'

•  UNLESS,)for'“classic”)personal'data'

–  Contractual'necessity'

–  Authorized'by'law'

–  Explicit'consent'

•  MOREOVER)

•  Right'to'obtain'human'intervenDon'

•  Right'to'express'point'of'view'and'to'contest'

UNLESS,)for'sensiLve)personal'data'

–  Explicit'consent'

–  SubstanDal'public'interest'necessity'

'

'


New$rights$for$individuals$(1/2)$

•  “Right)to)be)forgoOen”)

•  PART)1)–'ObligaDon'to'erase'the'data'concerned'(e.g.'consent'withdrawn,'objecDon'by'

employee)'

•  PART)2)H'ObligaDon'to'noDfy'other'controllers'if'controller'made'the'data'public'

•  EXEMPTIONS)D)e.g.'right'of'freedom'of'expression'

'

•  Right)to)restricLon)of)data)processing)

•  PRINCIPLE)H'InterdicDon'to'process'data'(except'for'storage)'of'data'subject'

–  Data'subject'disputes'accuracy'of'the'informaDon'(during'verificaDon'of'request)'

–  Processing'is'unlawful'and'the'data'subject'calls'for'restricted'processing'instead'

of'deleDon'

•  EXCEPTIONS)–'Processing''sDll'allowed'(e.g.'defense'of'legal'claims,'protecDon'of'3P'

rights)'


New$rights$for$individuals$(2/2)$

•  Mandatory)noLficaLon)to)recipients)

–  PRINCIPLE)–'ObligaDon'to'noDfy'each'recipient'of'personal'data'

•  Request'for'recDficaDon'of'data,'erasure'of'data'or'restricDon'of'processing'of'data'

–  EXEMPTION)D)disproporDonate'effort'

•  Right)to)data)portability)

–  PRINCIPLE)

•  ObligaDon'to'make'data'available'in'structured,'commonly'used'and'machineHreadable'

format'

•  Transmission'of'data'to'another'controller'without'hindrance'

–  WHEN)

•  For'informaDon'provided'by'data'subject;'and'

•  Processing'based'on'consent'or'contractual'necessity)


International$data$transfers$(1/2)$

•  )What)consLtutes)an)internaLonal)transfer?)

–  Sending'documents'to'a'recipient'in'another'country'

–  Storing'documents'in'another'country'(e.g.'cloud'storage'of'your'files)'

–  Allowing'someone'based'outside'Belgium'to'access'data'stored'in'Belgium'

–  Irrelevant'whether'intraHgroup'or'not'

'

•  How)to)transfer)personal)data)within)the)EEA?)

–  EEA'='EU'+'Iceland,'Norway'and'Liechtenstein'

–  Principle:'no'special'measures'needed'to'legiDmize'transfer'

–  RaLonale:'Recipient'is'also'subject'to'the'EU'data'protecDon'framework.'


International$data$transfers$(1/2)-

•  How)to)transfer)personal)data)outside)the)EEA?)–  ProhibiLon,)unless'laws'of'recipient'guarantee'adequate'level'of'data'protecDon'–  Issue:'Most'nonHEEA'countries'do'not'have'legislaDon'equivalent'to'the'EU'legal'

framework)

•  EC'white'list:'Andorra,$Argen(na,$Canada,$Faeroe$Islands,$Guernsey,$Isle$of$Man,$Israel,$and$Jersey,$New$Zealand,$Switzerland$and$Uruguay$

–  AlternaLves)•  EU'Model'Clauses'

•  US'Safe'Harbor'

–  Privacy'Shield?'

•  Consent?'

'


Data$Protection$OfCicer$

•  Mandatory:'

–  If'core'acDviDes'='systemaDc'monitoring'of'individuals'on'large'scale'

•  Mission:)

•  Advise'the'company,'raise'awareness'and'provide'training'

•  Monitor'compliance'and'perform'internal'audits'

•  Cooperate'with'data'protecDon'authority'

•  Profile:)expert'on'data'protecDon'law'–'internal'or'external'

Source:'Computerweekly.com'and'IAPP'


Data$Protection$Impact$Assessments$

High)risk)processing)

Nature'

Scope'

Context'

Purpose'

…$generally$ …$in$par(cular$

Profiling)

• Profiling'on'which'decisions'are'based'that…'

significantly'affect'the'

natural'person'

Special)categories)

• Large'scale'of'special'categories'of'data'or'of'

data'relaDng'to'criminal'

convicDons'and'offences'

SystemaLc)monitoring)

• SystemaDc'monitoring'of'a'

publicly'accessible'area'on'

a'large'scale'

•  What?)Prior'analysis'of'data'processing'acDvity'and'risks'associated'thereto'

•  When?)


Why$should$you$care?$-•  Financial)risk)

–  Fines'up'to'€20'million'or'up'to'4%'of'annual'global'turnover'

–  Member'States'may'adopt'addiDonal'(criminal)'sancDons'

–  Class'acDons'

–  Significant'costs'in'case'of'data'breach'

•  OperaLonal)risk)

–  Audit'rights'for'DPAs'

–  Temporary'or'definiDve'limitaDon'or'ban'on'processing'

–  Suspension'of'internaDonal'data'flows'

•  ReputaLonal)risk))

–  Companies'suffering'data'breach'see'important'drop'in'turnover'

–  Data'protecDon'compliance'is'becoming'a'sales'argument'

•  CDlevel)jobs)at)risk)

–  Several'CEO/CIO'have'been'fired'aler'massive'data'breaches'


Questions?$

'

''

Tim)Van)Canneyt)Partner'

Technology,'Outsourcing'&'Privacy'Department'

'

'

'

'

E:'[email protected]'

DD:'+32'2'742'70'36'

hqp://privacylawblog.fieldfisher.com/'

'


BLOCK

@blue2purple)

#WND)

blue2purple confidential & proprietary What Are Ad Blockers? 2

blue2purple confidential & proprietary Why Is Ad Blocking So Controversial? 3

blue2purple confidential & proprietary Ad Blockers Estimated Financial Impact 4

blue2purple confidential & proprietary Ad Block Demographics 5

28%$

27%$

27%$

27%$ ASIA$$PACIFIC$

MIDDLE$EAST$&$AFRICA$

EUROPE$

NORTH$$AMERICA$

LATIN$AMERICA$

BELGIUM)23%)

30%$

28%)of)all)internet)users)now)use)ad)blocking)soDware)on)their)main)computer)

Global web index


Global web index 6 Who are they?


Global web index

Privacy Concerns 7

blue2purple confidential & proprietary The next steps for advertising 8

blue2purple confidential & proprietary Content Marketing 10

blue2purple confidential & proprietary Use your data, improve your targeting 11


Ad blocking is not the end of our industry. It’s simply an evolution

point.

12


for your undivided attention

Questions?

Thank You

13

@blue2purple)

#WND)

Laurence)Baeten)Sr.)Business)Development)Manager)

Digital Media Agency


Should I bid on my brand keywords?


If I bid on my brand, my SEO will be cannibalized.

I will be paying for clicks that I otherwise would’ve had for free

through my SEO !


Reasons why I should be bidding on my brand


You should definitely bid on your brand if…


Control the messages

Real-time adaptation of sitelinks and ads

Put specific promotions forward

USP representation


Control what people find when looking for your company

blue2purple confidential & proprietary 14 Fold!

blue2purple confidential & proprietary 15 Fold!


Fold!


Case: February 2016

ORGANIC

+29%! *44%!

+77%! *50%!

SEA

+8.335! *24.036!

+631! *1.165!


Don’t let competitors benefit from your branding campaigns

Compe&tor)1)

Compe&tor)2)

YOU)


Rumor has it…


You should definitely be bidding on your brand because

•  You launched a new website

•  Control your messages

•  Push negative stories below the fold

•  Don’t let competitors steal your potential clients

•  It might benefit your entire AdWords account…


Stable Environment Use the data you have in your possession Go further than looking at percentages, look at absolute figures


Is it worth it?


Questions

25


How & why link my AdWords data with Facebook Ads?

1


Engage younger people & convert them into buyers

The briefing

2


Part 1: Engagement 4


Reach the right audience

5


Period: 30 May – 12 June

High Engagement Volumes

6

0"

20"

40"

60"

80"

100"

120"

140"

0"

5000"

10000"

15000"

20000"

25000"

clicks&

prints&

prints"push"

Clicks"push"

Conv."push"

0"

100"



Good Awareness & Engagement Results

7

5.76%"Post"likes"

1.82%"Post"Shares""

0.80%"conversion"rate"

0.19%"Post"comments""

Avg"%"of"video"viewed:""87,3%"

blue2purple confidential & proprietary Part 2: Performance

8


The strategy

9

Reach"our"target"audience"


The strategy

10

Use"signs"of"interest"from"our"audience"


Combine data – Increase Performance

The strategy

11

Convert"target"audience"Who’ve"shown"interest"


RESULTS 12



High conversion rate

13

0"

0,5"

1"

1,5"

2"

2,5"

3"

3,5"

0"

100"

200"

300"

400"

500"

600"

700"

clicks&

prints&

Prints"RMK"

Clicks"RMK"

Conv."RMK"

0"

50"



½ who clicked on the ad, converted

14

0.03%"Post"likes""

0.03%"Post"Shares""

50%"conversion"rate"

0.08%"Page"likes""


Retargeting: Classic vs Combined ! Conversion Rate

15

4,30%"

50%"

Classic" Combined"


Engagement & Retargeting: Conversion Volume

16

51%" 49%"

100%"

Awareness" RetargeOng" Together"Engagement"


Engagement & Retargeting: Cost

17

90%"

10%"

Awareness" RetargeOng"Engagement"


Batman says: That’s great!

blue2purple confidential & proprietary REMEMBER 19

1. Combining"data"

2."Makes"for"qualitaOve"campaigns"

x2" 3."Which"perform"even"beTer""

4."And"are"more"cost"efficient"


Q&A 20


Lisa Diamant Senior Account Executive

+32 478 22 83 06 [email protected]

Thank You !

What's Next Digital - July 2016

Marketing

Transcript of What's Next Digital - July 2016