2014 Superweek Hungary

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Combination of Data is Key in the Digital World - Case S

Combination of Data is Key in the Digital World - Case S

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Transcript

  • 1. Welcome to the
  • 2. ROI by Data Combination
  • 3. Thesis One. Data-Driven Companies perform stronger & will take the Lead
  • 4. (Company Value, Marketing Knowledge, ROI) Output Business Optimization Data Integration Analysis Data CollectionReporting Website Optimization Input (Time, Effort)
  • 5. (Company Value, Marketing Knowledge, ROI) Output Statistics Digital Intelligence Web Analytics Business Optimization Data Integration Analysis Data CollectionReporting Website Optimization Input (Time, Effort)
  • 6. (Company Value, Marketing Knowledge, ROI) Output Statistics Digital Intelligence Web Analytics Customer Journey Real Time Business Optimization Segmentation Tagging Data Integration Analysis Data CollectionReporting Website Optimization Input (Time, Effort) Real OnlineOffline Combination
  • 7. (Company Value, Marketing Knowledge, ROI) Output Gartner Hype Cycle Statistics Digital Intelligence Web Analytics Customer Journey Real Time Business Optimization Segmentation Tagging Data Integration Analysis Data CollectionReporting Website Optimization Input (Time, Effort) Real OnlineOffline Combination Digital Intelligence Model ©by Ralf Haberich
  • 8. Thesis Two. Offline and Online need to interact to gain more Success
  • 9. CASE STUDY „Driving eCommerce with TV Commercials“ Company WIRKAUFENS Location Germany
  • 10. About wirkaufens.de Founded 2008 100+ Employees in Frankfurt & Berlin Second Hand Shopping Mobile MP3 Navigation 200.000 Products added yearly Turnover €30 Million
  • 11. User watches TV Spot User visits Website Analysis
  • 12. Traffic Brand Search Direct Entry Newsletter Campaign Traffic TV Spot t0 - X minutes t0 t0 + X minutes t
  • 13. Number of TV Visitors - per Minute
  • 14. Number of Orders - Total vs TV
  • 15. Order Influence - per Commercial
  • 16. CASE STUDY „Model Selection via eCommerce“ Company Anonymous Location Hongkong
  • 17. About the Company Founded 1970s 15.000 Employees Worldwide Fashion Shopping Women Men Kids 10,000 Stores/Wholesales Turnover $4.5 Billion
  • 18. Is a blonde model the best choice to sell bikini online?
  • 19. Fashion Brand re-structured photo shoots by analysing the model impact on sales and increased orders by 38% to achieve a seasonal turnover increase of $960,000.
  • 20. The Digital Marketing Challenges Get Data & Insights Personalize Content & Offers Web Analytics Dynamic Teaser Social Analytics Digital Marketing World Control Campaign Budgets Optimize Advertising & Reach A/B Testing Keyword Tracking Real Time Bidding Tag-Management Recommendations Multivariate Testing Campaign Controlling Re-Targeting TV/Print/Instore Mobile Analytics Merchandising Landing Page & Customer Tracking Behavioral Targeting Trusted Data E-Commerce Onsite Targeting User Experience Attribution Modelling Predictive Targeting 1-First / 3rd Predictive Analytics Digital Intelligence Suite Optimize Conversion Rates Email Remarketing Optimization Real Time Advertising Other Data Analytics Performance Marketing Action Center Testing & Optimization Customer Journey Program. Advertising Use Every Data Everywhere Safe Tag/ API
  • 21. 100+ Employees Headquarter Berlin Dedicated Partner Program > 40% Annual Revenue Growth every year
  • 22. Webtrekk User Conference 2014 in Berlin Thank You.