Management Course Solvay BA2 April 2013

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Introducing the Solvay BA2 students to online advertising, online business intelligence consulting and entrepreneurship.

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Management Course Solvay BA2 April 2013

  1. 1. Hello! My name is Nicolas
  2. 2. I’m a coffee geek
  3. 3. Solvay 2005Dedicated Research 2005Master Bocconi 2006Google 2007Semetis 2009Additionly 2012
  4. 4. Semetis Team of 16 people Solvay, IAG, KUL, Ingé Civ,… Clients: IKEA, Belgacom, M6 Vanden Borre, D’Ieteren,…
  5. 5. Additionly.com Web-based platform Monitoring & Reporting AdWords Performance
  6. 6. INTERNET IS BIG
  7. 7. Where?
  8. 8. Before...
  9. 9. … After
  10. 10. I believe in thefuture all media will beconsumed through theInternet.
  11. 11. 1. The Cloud2. Mobile3. Social4. Business5. Internet of Things6. Big Data
  12. 12. 1. The Cloud
  13. 13. 1. The Cloud
  14. 14. 1. The Cloud
  15. 15. 2. MOBILE
  16. 16. 2. Mobile
  17. 17. 3. Social Networks
  18. 18. Online
  19. 19. Private
  20. 20. Professional
  21. 21. Niches
  22. 22. 4. Business
  23. 23. Before
  24. 24. … Now
  25. 25. 5. Internet of Things
  26. 26. 5. Internet of Things
  27. 27. 6. Big Data2012 60 HOURS
  28. 28. Threat or Opportunity?
  29. 29. I believe in thefuture all media will beconsumed through theInternet.
  30. 30. 1. My World
  31. 31. “I know half my advertising isnt working, I just dont know which half.” William Leverhulme 1851-1925That was before ...
  32. 32. “I know half my advertising isnt working, I just dont know which half.” William Leverhulme 1851-1925Pay per click model
  33. 33. Search Ads
  34. 34. Google Business Success In million of USD
  35. 35. How to be on Top? 1. Bidding system 2. On selected keywords 3. Bid per keyword
  36. 36. Bidding System More than Pay Per Click : Position = MaxCPC x Quality Score Google attributes your ads a quality depending on people clicking on them vs your competitors ads The maximum amount of money you are ready to pay to receive one click Bidding System that requires active and frequent management for improving Quality.
  37. 37. The 1st Banner
  38. 38. Intro – Money Shift
  39. 39. 2. Business Intelligence 1869 - Charles Minard
  40. 40. The Theory - consumer
  41. 41. The Theory - marketeer Decision Making Traffic Monitoring Sources Data collection
  42. 42. The PracticeMultiple Screens
  43. 43. The PracticeMultiple Digital Channels
  44. 44. How to better understand theconsumer journey?
  45. 45. Concept - Multi-Channel Funnels Visit Visitor
  46. 46. Conversion Paths Previously
  47. 47. Conversion Paths Now
  48. 48. Assisted Conversions
  49. 49. Assisted Conversions 60% of Conversions are assisted** Based on Semetis internal data
  50. 50. Attribution Modeling Previously €€€
  51. 51. Attribution Modeling Now €€€
  52. 52. 3. Entrepreneurship
  53. 53. 4. Additionly
  54. 54. 5. Challenges
  55. 55. 7. So what?
  56. 56. - Entrepreneurship
  57. 57. Larry Page:“The only true failure is notattempting the audacious”
  58. 58. @Facebook
  59. 59. It used to happen HERE

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