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Page 1: HOLISTIC DATA DRIVEN MARKETING · Data Driven Marketing Circle Technology / Data Layers The data driven approach Dynamic Transparent. STEP 5 Create a framework. THE PILLARS OF DATA

HOLISTIC DATA DRIVEN MARKETING

Page 2: HOLISTIC DATA DRIVEN MARKETING · Data Driven Marketing Circle Technology / Data Layers The data driven approach Dynamic Transparent. STEP 5 Create a framework. THE PILLARS OF DATA

4/15/2019 © 2018 ECHTE LIEBE – Agentur für digitale Kommunikation UG 2

• Founded 2014 in Cologne • Owner-operated • Team of 20• Offices in Cologne, Berlin &

Frankfurt/Main

• Audit • Strategic Marketing• Data Intelligence• Programmatic Advertising

• Co-Chair FocusgroupProgrammatic Advertising

• Co-Chair Ressort Data Economy• FOMA Agency

ABOUT ECHTE LIEBE

Page 3: HOLISTIC DATA DRIVEN MARKETING · Data Driven Marketing Circle Technology / Data Layers The data driven approach Dynamic Transparent. STEP 5 Create a framework. THE PILLARS OF DATA

STEP 1

Find a common language

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WHAT DOES “HOLISTIC DATA DRIVEN MARKETING” MEAN?

HolisticFrom strategy to communication

DataBig Data? Small Data?

Smart Data?

DataRaw Data! Aggregated Data!Collected, bought, owned!

DrivenData first

MarketingProduct, Price, Place, Promotion

Page 5: HOLISTIC DATA DRIVEN MARKETING · Data Driven Marketing Circle Technology / Data Layers The data driven approach Dynamic Transparent. STEP 5 Create a framework. THE PILLARS OF DATA

STEP 2

Understand your environment

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HOW DID MEDIA BUYING WORK IN THE PAST?

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REAL TIME BIDDING

Life of an RTB Ad Impression

User Visits Website

125ms Highest bid

wins

Real Time Bidding Process

150ms Publisher

URL is send to Adserver

200ms Ad will be

displayed in User Browser

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THE PROGRAMMATIC ECOSYSTEM

DMP

Advertiser DSP Publisher

Agency

Trading desk

SSP Ad network

Data Vendors / 3rd Party Data

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ADVANTAGES FOR ADVERTISERS

9

AdvertiserProgrammatic

EcosystemUser

seamlessFlow of information

Advertising message /Landing page offers etc.

Online BehaviorProduct

preferenceReaction and

interaction etc.

Page 10: HOLISTIC DATA DRIVEN MARKETING · Data Driven Marketing Circle Technology / Data Layers The data driven approach Dynamic Transparent. STEP 5 Create a framework. THE PILLARS OF DATA

STEP 3

Understand your company

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DATA DRIVEN MARKETING IS NOT ONE PERSON

Vision

Strategic goals

Management Expectations

Advertising, Analytics, Insights, Data-Partnerships

Capacities and competences of the user

Integration of relevant stakeholders

Internal data structure (databases, systems, tables, etc.)

Internal and external IT service provider

Interfaces, data exchange (APIs, manual data transfers, etc.)

Page 12: HOLISTIC DATA DRIVEN MARKETING · Data Driven Marketing Circle Technology / Data Layers The data driven approach Dynamic Transparent. STEP 5 Create a framework. THE PILLARS OF DATA

STEP 4

Change your mindset from planning to real-time

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A DATA DRIVEN APPROACH TO COMMUNICATION

The non data driven approach Linear Results in campaign silos

Campaign• Communication• Media

Marketing Strategy Performance &Reportings

Marketing Strategy

Campaign• Strategy• Communication• Media• Data Management

Analytics

Optimization & Derivation of new campaigns and strategies based on collected insights

Data DrivenMarketing Circle

Technology / Data Layers

The data driven approach✓Dynamic✓Transparent

Page 14: HOLISTIC DATA DRIVEN MARKETING · Data Driven Marketing Circle Technology / Data Layers The data driven approach Dynamic Transparent. STEP 5 Create a framework. THE PILLARS OF DATA

STEP 5

Create a framework

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THE PILLARS OF DATA DRIVEN MARKETING

Goal / KPIs

Collect Understand Analyze Action

Hypothesis

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STEP 6

Use your framework

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HYPOTHESIS

Using the right targeting strategy has a positive influence on campaign performance.

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POSSIBLE TARGETING-SCENARIOS

Demographic(Age, Gender)

Contextuel(Channels, Sites)

Semantic (Keywords)

Buyingintention, Search Behaviour(3rd Party Data)

Location based

TV Sync

Segmentation

(Current customers, prospects)

Time of the day, Weather, Events

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GOAL / KPIS

Awareness

Education

Engagement

Conversion

Gross-Reach, Net-Reach, OTS, View Through Rate

Cost per Mille (Net, Cost per View)

CTR, Bounce Rate, Time on Site, Pages per Visit

Cost per Click, Cost per non-bouncing Visit

Defined Interaction, Interaction Rate

Cost per Interaction, e.g. Cost per Like

Defined Conversion, Leads, Conversion Rate

Cost per Conversion, Cost per Lead

Quantity (reach) Commercial (cost)

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HOW TO FIND THE RIGHT KPI (1/2)

Page 21: HOLISTIC DATA DRIVEN MARKETING · Data Driven Marketing Circle Technology / Data Layers The data driven approach Dynamic Transparent. STEP 5 Create a framework. THE PILLARS OF DATA

HOW TO FIND THE RIGHT KPI (2/2)

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COLLECT

Collect data as raw as possible!

Collect it at one place!

Store it properly!

Page 23: HOLISTIC DATA DRIVEN MARKETING · Data Driven Marketing Circle Technology / Data Layers The data driven approach Dynamic Transparent. STEP 5 Create a framework. THE PILLARS OF DATA

COLLECT IT RAW

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UNDERSTAND

User X takes part in online questionnaire

Surf behaviour of User X is tracked Based on User X Surf behaviour other users are identified as “twins”

Blackbox N=10 Mio.

Targeting Segment X

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UNDERSTAND

Crawler extracts content of visited / tracked URLs

Sematic analysis of the most important

keywords and phrases

Timestamp User ID Full URL

1/1-14 14:46 4711 http://www.sauerlandauto.de/seat-leon-cupra

1/1-14 14:51 5615 http://www.netmoms.de/fragen/husten-kleinkind

4711

5615

Each user profile contains around 5k keywords with individual frequency

weights for each user

Keyword are written into user profiles

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ANALYZE

Page 27: HOLISTIC DATA DRIVEN MARKETING · Data Driven Marketing Circle Technology / Data Layers The data driven approach Dynamic Transparent. STEP 5 Create a framework. THE PILLARS OF DATA

ACTION

Page 28: HOLISTIC DATA DRIVEN MARKETING · Data Driven Marketing Circle Technology / Data Layers The data driven approach Dynamic Transparent. STEP 5 Create a framework. THE PILLARS OF DATA

STEP 7

Get some tools

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COMPLEXITY OF MARKETING TECHNOLOGY

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STEP 8

Visualize your data

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CAMPAIGN COMPARISON (BOOKED TRAVEL DESTINATIONS)

Page 32: HOLISTIC DATA DRIVEN MARKETING · Data Driven Marketing Circle Technology / Data Layers The data driven approach Dynamic Transparent. STEP 5 Create a framework. THE PILLARS OF DATA

MARIO WIDMANN

ECHTE LIEBEAGENTUR FÜR DIGITALE KOMMUNIKATION UG

+49 221 660 064 21+49 176 411 737 35

[email protected] WWW.ECHTE-LIEBE.COM

VIELEN DANK FÜR IHRE

AUFMERKSAMKEIT!