Re(al-time)marketingNicolas DussartNovember 23, 2012                             Google Confidential and Proprietary   1
Who is talking to you                        Google Confidential and Proprietary   2
Agenda   A move toward audience data   a new ecosystem   CRM meets Advertising   Best practices                           ...
Google Confidential and Proprietary   4
A move toward audience                         Google Confidential and Proprietary   5
Consumers attention is limitedShoppers have so many choices & access to information anytime, anywhere                     ...
Key to success is knowing your consumersGather “clues” about your consumer as they shop                                   ...
A new ecosystemDisruption – Intermediation – Reaction - Consolidation                                           Google Con...
A new currency 1111111111111111111111111111111111111111111111111111 1111111111111111111111111111111111111111111111111111 1...
An intermediated ecosystem      Solution approach: integrate the value chain                                            Go...
An intermediated ecosystem    Platform approach: open APIs and transparency                                          Googl...
A tribute to Clayton             Remarketing is a live disruption                                                Google Co...
CRM meets Advertising                        Google Confidential and Proprietary   13
Online PRM: Recommendation engineSource : amazon.com, la               Google Confidential and Proprietary   1
From product recommendationto advertising                              Google Confidential and Proprietary   1
From product recommendation to advertising                                             Google Confidential and Proprietary...
Your + Our data / Search + Display                                      Dynamic                 Product                   ...
CRM before disruption                        Google Confidential and Proprietary   1
2012: The year of refinement   RetainIncrease Sales        Lower CPAs                                    Increase Consumer...
Buying Funnel                                              Interact with customers in real time Audience volume           ...
Best practicesfrom mad men to math men                           Google Confidential and Proprietary   21
Choose your scénarioChurn reduction and Raise in lifetime value   Maximum Reach via and better ROI with dyn ads rmkt     i...
Assembling the Lego bricks:Technologie      RTB : can you optimize for conversions ?      Leverage your SEA : can you ta...
Q&A      Google Confidential and Proprietary   24
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eCRM: How to build strong customer relations with Re(al-time)Marketing

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eCRM presentation @Semetis event of 23-Nov-12: How to build strong one2one relations with Client Remarketing Management? How to build strong customer relations with Re(al-time)Marketing?

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eCRM: How to build strong customer relations with Re(al-time)Marketing

  1. 1. Re(al-time)marketingNicolas DussartNovember 23, 2012 Google Confidential and Proprietary 1
  2. 2. Who is talking to you Google Confidential and Proprietary 2
  3. 3. Agenda A move toward audience data a new ecosystem CRM meets Advertising Best practices Google Confidential and Proprietary 3
  4. 4. Google Confidential and Proprietary 4
  5. 5. A move toward audience Google Confidential and Proprietary 5
  6. 6. Consumers attention is limitedShoppers have so many choices & access to information anytime, anywhere Google Confidential and Proprietary
  7. 7. Key to success is knowing your consumersGather “clues” about your consumer as they shop Who are they? Christmas Dinner Host What products interest them? Christmas Decor What specific products are they considering? Star Candle Holder What other categories are they shopping for? Holiday Gifts Google Confidential and Proprietary
  8. 8. A new ecosystemDisruption – Intermediation – Reaction - Consolidation Google Confidential and Proprietary 8
  9. 9. A new currency 1111111111111111111111111111111111111111111111111111 1111111111111111111111111111111111111111111111111111 1111111111111111111111111111111111111111111111111111 1000000011111111111001111111111000000001111111001111 1001111001111111100110011111111111001111111100110011 1001111100111111001111001111111111001111111001111001 1001111110011111001111001111111111001111111001111001 1001111110011111000000001111111111001111111000000001 1001111100111111001111001111111111001111111001111001 1001111001111111001111001111111111001111111001111001 1000000011111111001111001111111111001111111001111001 1111111111111111111111111111111111111111111111111111 1111111111111111111111111111111111111111111111111111 1111111111111111111111111111111111111111111111111111 Google Confidential and Proprietary 9
  10. 10. An intermediated ecosystem Solution approach: integrate the value chain Google Confidential and Proprietary 1
  11. 11. An intermediated ecosystem Platform approach: open APIs and transparency Google Confidential and Proprietary 1
  12. 12. A tribute to Clayton Remarketing is a live disruption Google Confidential and Proprietary 1
  13. 13. CRM meets Advertising Google Confidential and Proprietary 13
  14. 14. Online PRM: Recommendation engineSource : amazon.com, la Google Confidential and Proprietary 1
  15. 15. From product recommendationto advertising Google Confidential and Proprietary 1
  16. 16. From product recommendation to advertising Google Confidential and Proprietary 1
  17. 17. Your + Our data / Search + Display Dynamic Product Remarketing Listing Ads Google Product Search Dynamic Text Search Google Commerce Search Conversion Optimizer Google Catalogs Dynamic Ad Builder Google Confidential and Proprietary
  18. 18. CRM before disruption Google Confidential and Proprietary 1
  19. 19. 2012: The year of refinement RetainIncrease Sales Lower CPAs Increase Consumer Audience Base Increase Customer Lifetime Value Increase Profits Holistic View of Acquire Marketing Strategy Google Confidential and Proprietary
  20. 20. Buying Funnel Interact with customers in real time Audience volume Head Torso Tail New clients Visitors Buyers Awareness - Consideration – Conversion – Loyalty - Advocacy Display Search RMKT CRM Social 20 Google Confidential and Proprietary
  21. 21. Best practicesfrom mad men to math men Google Confidential and Proprietary 21
  22. 22. Choose your scénarioChurn reduction and Raise in lifetime value Maximum Reach via and better ROI with dyn ads rmkt increase in basket value with dyn rmkt Keyword targeting and dynamic text ads Google Confidential and Proprietary 22
  23. 23. Assembling the Lego bricks:Technologie  RTB : can you optimize for conversions ?  Leverage your SEA : can you target at the Keyword level ?  Do you have to support extra costs ? (Tag, entry cost, use costs) Drive  CPM, CPC, CPA : what is your metric ?  business or ad centric ? (ROI, COS, ROAS..)  Frequency capping available ?Measure  Attribution : can you deduplicate at a higher level ?  Do you have an audience composition report ?  Publisher side : do you know who displays your ads ?  Partner proof / API : is the solution scalable ? Google Confidential and Proprietary
  24. 24. Q&A Google Confidential and Proprietary 24

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