Silicon free conference 27 april marcin winkler presentation

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  • As much as I’d love to talk about sport throughout the next 20 minutes I’m sure Fiagro would approve and would more than likely not invite us back next year..so lets take that metaphor into the online world.
  • As much as I’d love to talk about sport throughout the next 20 minutes I’m sure Fiagro would approve and would more than likely not invite us back next year..so lets take that metaphor into the online world.
  • As much as I’d love to talk about sport throughout the next 20 minutes I’m sure Fiagro would approve and would more than likely not invite us back next year..so lets take that metaphor into the online world.
  • As much as I’d love to talk about sport throughout the next 20 minutes I’m sure Fiagro would approve and would more than likely not invite us back next year..so lets take that metaphor into the online world.
  • As much as I’d love to talk about sport throughout the next 20 minutes I’m sure Fiagro would approve and would more than likely not invite us back next year..so lets take that metaphor into the online world.
  • Reallocation of spend, internal business decisions, cohesive media teams
  • Silicon free conference 27 april marcin winkler presentation

    1. 1. M O a dP r r a c P rd m R In ef m n e aa ig o ID it M rein n iga aktg l Sic n Fe C n rn e ilo e re o f e c e M so , 2 A r2 1 . oc w 7 pil0 2 ©+® Ma cin W k r in ler
    2. 2. T e rn : ht d eW ee e r n w it o le h r w ae o wh n in a vr e e t det m n? is
    3. 3. O le dete e t rw f t n n a vr m n go sa a d in is sb c m s oe ivr ie eo e m r d es d if Interactive Marketing Spend Source: Forrester Research
    4. 4. K y us n e q et io H w om aue eu in o t esr rsl t m n t yem ? o e rt s a r
    5. 5. A s e: R tr o M r tgI et e t nwr e n n ak in n s n u e v m MO= RI ΔPo rf it Cs ot
    6. 6. K y rc l e pin ip s e• I rm naa po c n e e t p rah c l• A q isio c s a dc s m r a eL V c u itn ot n ut e vl ( T ) o u• R sl tib tn eu a r uio tt• O t iztn pim aio
    7. 7. I rm naa po cn e e t p rah c l
    8. 8. I rm naa po cn e e t p rah c l MO= RI ΔPo rf it Cs ot Δpo = Δsl - c s rf it a s ot e H w u h o lw slwh u a y o m c wu e a ito t n d e a vr e e t det m n? is
    9. 9. E a p : in rm naba deet xm l ce e t rn fc e l f s Ba de g g m n in e rn n a e e t d x In this case measured brand is established one and achieves 29% brand engagement index without any advertisement (control group) Two other groups were exposed to advertisement (TV or TV+ Internet) We can conclude that internet builds here an incremental brand engagement of 4% We can do exactly the same with any marketing metric (e.g. sales) Source: IAB
    10. 10. T t sl = b sle a + in rm na oa a s ae sl l e in e ce e t l
    11. 11. Le e a e f utm r if im V l o C s e t u o
    12. 12. Ea p : xm l ete ln is te akt n p rh ss p o e oh c t in h b se a d uc ae a h n f ie rP N 9 a da aif f L 1 9a o t L 6 9 n t f P N 3 m nh ro
    13. 13. IV l o P N 9 o r ce e ts a e f L 6 9 u in rm na u l rvn e o R I ee u f O? r
    14. 14. N ! I s g t natn a e h t o t in l r sc vl ta is ea io u d e n tae t ac u t te o s o t ino co n oh r k rvn e t a s ee u s em r
    15. 15. Le e a e f utm r if im V l o C s e t u o Source : The University of Chicago Booth School of Business “Data Driven Marketing”
    16. 16. Ea p xm l eL Vso lb te e rn e o aq isio T h u e h rf e c f c u itn d e r c s a db d e l e ot n u g t vl e Source : The University of Chicago Booth School of Business “Data Driven Marketing”
    17. 17. At uio tib tn r
    18. 18. T e f d m naq etn akt s h u a et us m r e n l io erso lakh u s: d “Where should spend my marketing $ to get the best return?”
    19. 19. GOOGLEPAID SEARCH Source : Ignition One
    20. 20. FACEBOOKSPONSORED STORY Source : Ignition One
    21. 21. MAIN PORTALDISPLAY ADVERTISEMENT Source : Ignition One
    22. 22. GOOGLEPAID SEARCH TRANSACTION!!! Source : Ignition One
    23. 23. W a cue a sroc net h t a sd ue t o vr?Display Advertisement Social Media Paid Search (Banner) W n e t m d la t p rh s a d e ed o o ep t o uc ae n h a r ue h sces ae o in tib t te u cs b sd n t N t s o l t lk o j t na c ! u s ic
    24. 24. R I pim a n O O t izt io
    25. 25. R ao a n f u g t elct o b d e l io • €150, 000 • 370 Sales • CPA €405 €150, 000 • 300 Sales • CPA €500
    26. 26. S e aiot tg cn r e in sU e / o M l aiae etgt c o s s AB r uivrt t in o h oe t so t ase aio: pim lcn r s•Of s fr e•Cetein s ra le iv•C a n l hn e s
    27. 27. E a p : S e aiot tg- e ain xm l cn r e in e s m ilg vs .Exchange $1 for a Smartphone Samsung Galaxy Gio for $1
    28. 28. M k gp rh s es ain uc ae ay•A a z p rh s f n l yu e h p n l e uc ae u ein o r S o y n•Sra le h po es t m te rcs e in•R d c n m e o s p t m im m e u e u b r ft s o in u e•H lte e hm p•R t g t e re a
    29. 29. H lc s m r t c s te el e ut es o l e h d a p o o LIVE CHAT AND PRIORITY SERVICE FOR ENGAGED USERS
    30. 30. S m ay u mr• U e ce e t a po c s in rm na p rah l• S t u g t le it R In L V e b d e inin wh O a d T• At ue eus tib t rsl r t• K e o o t iz g ep n pim in !
    31. 31. T a k o f yu a e tn h n yu o o r t nio r t

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