Your SlideShare is downloading. ×
0
LDO04_Jana_Žižková
LDO04_Jana_Žižková
LDO04_Jana_Žižková
LDO04_Jana_Žižková
LDO04_Jana_Žižková
LDO04_Jana_Žižková
LDO04_Jana_Žižková
LDO04_Jana_Žižková
LDO04_Jana_Žižková
LDO04_Jana_Žižková
LDO04_Jana_Žižková
LDO04_Jana_Žižková
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
782
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • The number of places we hit people with marketing messages these days is growing a lot faster than the number of eyeballs that can take them in, and as a result audiences (and attention spans) are becoming increasingly fragmented. That reduces the chance any message has of getting throughA dal clanek mluvi o intergrovane komunikaci pres celou organizaci
  • Integrovany mkt neni novy pojem jen se meni definice
  • Awareness levels Purchase-decision drivers Rate of customer acquisition Market share ROI of marketing programs Cost of customer acquisitionAfter spending over $700 million on Amazon television ads, Jeff Bezos realized that probably over half of that money was wasted. He now says, "Developing over one million affiliate sites is one of Amazon's best investments, and it is totally measurable. We have scaled back on TV and wish we had come to that conclusion earlier because television is simply not as measurable."Product 'Wow' MetricsA great product or service is the most important element for building an exceptional customer experience. Without a great product, customer acquisition efforts are a waste of time and money and customer retention efforts are futile. Examples of product "wow" metrics include the following:Ease of learning Ease of use Satisfaction versus expectations First-time user experience metrics Usability metrics Longitudinal usage metricsThere's nothing more powerful than a customer's first impression when using a new product. Making this first experience one that satisfies or even delights the customer reinforces the purchase decision and ensures the customer will continue using the product.Another key element for continued product usage is product usability. Whether a software program, new pair of jeans or household cleaner, the product must be designed for easy and enjoyable usage. And, of course, the product absolutely must deliver on the benefits promised in marketing materials so that customers are at least satisfied and hopefully delighted in relation to their expectations.Customer-Retention MetricsImproving customer retention remains one of the most effective ways to drive profits to the bottom line. Marketers want customers not only to continue using products on an ongoing basis but also to buy other products and services. Current customers are also vitally important in spreading positive word-of-mouth, which attracts new customers.By turning loyal customers into advocates, marketers can significantly reduce customer acquisition costs and significantly increase the value of current customers. Some key customer retention metrics include:Retention rate Abandonment rate RFM (recency, frequency, monetary value) LTV (lifetime value) Brand equity Net promoter scoreRead more: http://www.marketingprofs.com/4/taylor2.asp#ixzz25UXO6UTi
  • Transcript

    • 1. ř ř č ř ě ř ř ě
    • 2. • Dat• Komunikace, Marketingu• Procesů v rámci organizace• Sdílení cílů• Výkonostní ukazatele, Metriky
    • 3. • Walmart procesuje více než 1 milion zákaznických transakcí za hodinu, které jsou importované do databáze obsahující více než 2.5 petabytes dat – to je ekvivalent 167x informace obsažené ve všech knihách v US Congress Knihovně.• Na Facebooku je přes 40 miliard fotek uživatelů.• 10,000 transakcí platební kartou je provedeno každou vteřinu• Více než 5 miliard lidí telefonu, textuje, tweetuje a surfuje na internetu na mobilech.• Socialbakers, září 2012 :
    • 4. The worlds effective capacity to exchange information through telecommunicationnetworks was 281 petabytes in 1986, ... 2.2 exabytes in 2000, .... and it is predictedthat the amount of traffic flowing over the internet will reach 667 exabytes annually by2013 Wikipedia dle IDC údajů
    • 5. ů Zákaznická data k dispozici 100 75Terabajty Znalostní mezera Analytická dat kapacita 50 Realizační mezera Výkonná 25 kapacita 0 1960 1970 1980 1990 2000 2010... Čas
    • 6. .... “a planning process designed to assure that all brand contactsreceived by a customer or prospect for a product, service, ororganization are relevant to that person and consistent over time.”The American Marketing Association....“Integrated Marketing Communications (IMC) is an approach tobrand communications where the different modes work together tocreate a seamless experience for the customer and are presented witha similar tone and style that reinforces the brand’s core message. Itsgoal is to make all aspects of marketing communication such asadvertising, sales promotion, public relations direct marketing, onlinecommunications and social media work together as a unified force,rather than permitting each to work in isolation, which maximizes theircost effectiveness.“Wikipedia
    • 7. Zdroje dat !!!!!!!! Socio demo Transakce Kontakty Marketing VýzkumZákazník Sociální média
    • 8. ň ř• Komunikace ve velké firmě je často virtuální• Jedno oddělení nemá informace a prostředky toho druhého• Spolupráce často neexistuje díky rozdílným dílčím cílům• Marketing se stává také virtuální – investovat milión korun je často čistá ztráta, efektivita není skutečná efektivita, ale jen shluk čísel
    • 9. ěř• Marketing metrics = 5 410 000 odkazů• http://mashable.com/2012/07/27/marketing-metrics/ 5 digital metrics that matters: Bounce rate, Average page view per visit, Rate of return of visitor, Cost of page view, Average time on site Jak se měří klinet agenturu? Existuje standard?„Great marketers figure out how to make their customers lives better,with the goal of attracting lots of profitable and happy customers.“Susanne Taylor 2004• Customer-acquisition metrics• Product "wow" metrics• Customer-retention metricshttp://www.marketingprofs.com/4/taylor2.asp
    • 10. ř ůData Proces-Organizace Kanály Integrace Reporty & analýzy Interakce Reporting Automatizace kampaní • Portál • Outbound • KPI´s • Plánovaná • Pravidelná • Reporty • Na základě události • Alerty • Na základě modelu • Přiřazení nabídky • Datová kvalita Pokročilé analýzy Marketingová optimalizace • Integrace dat Určení správné nabídky…. Ve správný čas… • Segmentace s ohledem na pravidla, kapacity a omezení • ETL • Next Best Offer • Propensity modely Real-time Decisioning • Lifetime Value • Inbound Social Media Customer Experience • V reálném čase Analytics Analytics • Multikanálové • Webové servisy Záznam všech kontaktů, sběr responsí, vyhodnocení metrik
    • 11. Jana ŽižkováJana.zizkova@dark-side.cz+420602431802

    ×