China: Data Driven User Engagement and Acquisition

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Leveraging Data and Technologies for Marketing and Advertising in order to create opportunities in Optimization, Segmentation, Targeting, CRM, Users Profiling.

Leveraging Data and Technologies for Marketing and Advertising in order to create opportunities in Optimization, Segmentation, Targeting, CRM, Users Profiling.

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  • 1. China A look at the Opportunities in: Optimization, Segmentation, Targeting, CRM, Users Profiling. Innovation Strategy Data Data Driven User Engagement and Acquisition
  • 2. Media Optimization: The Opportunity Page 2Data Strategy and Innovation
  • 3. Advanced Technologies Page 3Data Strategy and Innovation 1. CPM = Cost per Thousand Richer data CPM1 is gone
  • 4. Data, technology, media and campaign optimization give us enormous potential to make spend more efficient and to be more consumer relevant Page 4Data Strategy and Innovation
  • 5. Data Optimization: The Opportunity Page 5Data Strategy and Innovation
  • 6. 1. Websites, apps, databases, media, social networks, micro blogs, emails, forums, bbs, offline events, newspapers, magazines, outdoor, etc… most of these activities/media/platforms provide a huge amount of powerful data to be leveraged by the organization. •  Platforms: plenty of useful data1 •  Data value: underestimated and not made actionable •  Easy to improve and make it scalable across the organization Page 6Data Strategy and Innovation
  • 7. Media and Data Optimization: The Opportunity Page 7Data Strategy and Innovation
  • 8. For Paid Media this means: Assigning budget in a scientific way and optimizing by using data driven solutions giving positive impact on spending, performances, and achievable goals/metrics. Page 8Data Strategy and Innovation
  • 9. For Unpaid media this means: Keeping users highly engaged providing them with the right content, at the right time, in the right place. Page 9Data Strategy and Innovation
  • 10. So, what does this look like today? Page 10Data Strategy and Innovation
  • 11. The Online Media landscape in Europe •  Complex and sophisticated •  Opportunity to operate similarly in China within a simpler environment Page 11Data Strategy and Innovation
  • 12. Source: http://www.lumapartners.com/lumascapes/display-ad-tech-lumascape/ Page 12Data Strategy and Innovation 2014 Global Display Advertising Ecosystem
  • 13. How this looks in China today... Page 13Data Strategy and Innovation
  • 14. Source: http://www.rtbchina.com/rtb-redefines-media-buying-china.html (April 2012) Page 14Data Strategy and Innovation The Online Media landscape in China
  • 15. DMP (Data Management Platforms) On site optimization Page 15Data Strategy and Innovation Ad Serving / DSP (Demand Side Platforms) Some of the “Global/Local” Players
  • 16. Targeting Data and Optimization Re-targeting Behavioral targeting Smart Ads Frequency capping Trading desks Data suppliers Demand Side Platform (DSP) Audience Expansion (Look alike modeling) Page 16Data Strategy and Innovation Key Terminologies
  • 17. Smart Ads: every ad is personalized and optimized for its viewer Retargeting: identify users who did a previous action (whether on 1st or 3rd party websites), and expose them to a specific ad accordingly Behavioral Targeting: profiling users according to their online activities (also offline where possible). Audience Expansion: analyzes converters and identifies similar profiles DSP (Demand Side Platform): centralized media buying focused on users rather than sites. Data Suppliers: provide data on online/offline consumers Trading Desk: buy and optimize media and audience using DSP Frequency Capping: limit the times a user is exposed to an ad Page 17Data Strategy and Innovation Some Key Terminologies
  • 18. Page 18Data Strategy and Innovation Users: Engagement, Optimization and Acquisition
  • 19. Page 19Data Strategy and Innovation 4 Key Audience/Target Opportunities 1.  Registered users 2. Client and/or Partner Database 3. Referrals 4. Unregistered Users and New Users Acquisition
  • 20. Action Decision NoYes Follow Page 20Data Strategy and Innovation Diagram Definitions
  • 21. Main goal: persuade already registered users1 to activate their account and complete their profile. Follow up: regular targeted emails based on their declared information and web behavior to keep them highly engaged. 1.  Registered users Page 21Data Strategy and Innovation 1. In this specific case once a user registers, will need a further step to activate his account (mainly will need to click on a link sent to his email address) Objectives
  • 22. Registered user Coming from platform X? Send activation msg Check point 2 Action 3 Check point 3 Action 4 Profile complete d? Action 7 Regular emails (opted in) based on behavior, or on site targeting (opted out) Engagem ent score evaluati on Action 6 Check point 4 Action 5 Page 22Data Strategy and Innovation 1.  Registered users N.B. Most of the original content in the boxes (actions and decisions) has been replaced with generic content. For more details feel free to contact me: http://www.marcodecesaris.com Action Plan
  • 23. Main goal: target new prospects1 and increase number of registrations. Leverage existing Client’s database(s) More: In order to expand users’ profile (and get to know more and better about our users – including social connections2) would be worthy doing db match with external data partners. Follow up: Build a lookalike model1 and identify similar users (potential converters). 2. Client and/or Partner Database Page 23Data Strategy and Innovation Objectives 1.  Building a lookalike model based on client’s db, would allow to identify a converter’s profile. Then similar users could be found within the client db, within the partners’ db or even across the internet. This would allow to identify new prospects and increase number of registrations. 2.  Identifying social connections could be leveraged for acquiring new prospects through social targeting.
  • 24. Client DB or Partner DB Has the user got a profile? Check point 1 Action 2 Create profileAction 1 Check point 2 Action 3 Page 24Data Strategy and Innovation 2. Client and/or Partner Database Action Plan N.B. Most of the original content in the boxes (actions and decisions) has been replaced with generic content. For more details feel free to contact me: http://www.marcodecesaris.com
  • 25. Page 25Data Strategy and Innovation 2. Client and/or Partner Database Defining the Opportunity
  • 26. 1.  For example it could be used for geo-targeting with household income level indicators. 2.  N.B. Part of the content has been removed. This database could be used for interest based targeting, on and off line geo targeting. 3.  Possibility of creating partnerships with specific enterprises and get access to their customers: e.g. “pampers” (families with babies). Page 26Data Strategy and Innovation 2. Client and/or Partner Database Data Partner Objectives: new users acquisition, refining existing users profile Main Databases: 1. National Address Database – X Millions records,  covers all the household addresses in China1 2. National Magazines Subscription Database – Y Millions records. It includes addresses and […]2 3. National Small and Medium Size Enterprise Database – Z Millions records. It includes the type of industry and contact of the enterprise3 N.B. Some of the content in this slide has been removed (e.g. information in the NATIONAL MAGAZINES SUBSCRIPTION DATABASE). For more details feel free to contact me: http://www.marcodecesaris.com
  • 27. Main goal: Leveraging the data once we know users are interested in our brand, products, services1. 3. Referrals Page 27Data Strategy and Innovation 1.  The assumption is that first we collect users’ data on a hub website, not on the official branded website. E.g. We could collect users data on a game platform sponsored by Brand X. Then Brand X will use the users data in order to promote its products/services to the different users who explicitly agreed on the data usage policy. Objectives 1/2
  • 28. Follow up: Targeting registered users with specific messages about client’s products or services (through banner on the hub1 website for example). Page 28Data Strategy and Innovation 3. Referrals Follow up: Referring those users to Client’s website (rather than to the initial hub1 for example) 1.  The assumption is that we collect users’ data on a hub website, not on the official branded website. E.g. We could collect users data on a game platform sponsored by Brand X. Then Brand X will use the users data in order to promote its products/services to the different users who explicitly agreed on the data usage policy. Objectives 2/2
  • 29. Referrals Has the user got a profile? Action 1 Send brand (no hub) email accordingly Action 2 Check Point 1 Page 29Data Strategy and Innovation 3. Referrals N.B. Most of the original content in the boxes (actions and decisions) has been replaced with generic content. For more details feel free to contact me: http://www.marcodecesaris.com Action Plan
  • 30. Page 30Data Strategy and Innovation Getting closer to Global Best Practices
  • 31. LOW HIGHAccountability & Effectiveness CPD/CPM CPM/CPC/CPA CPM/CPC/CPA CPM with CPC or CPA goal Site Specific Ad Network (Vertical) Ad Exchange DSP Real- Time Bidding Page 31Data Strategy and Innovation Evolved Online Media Strategy
  • 32. Main goal: Unlock the potential of Smart Advertising/DSP/Data Providers, by targeting unregistered users (on and offline) according to their 3rd party profile, 3rd party behavior and/or engagement with hub/brand/client website. Follow up: Paid media1, Unpaid media2 4. Unregistered Users and New Users Acquisition Page 32Data Strategy and Innovation Tapping into “Smarter Data” - Objectives 1.  Such as: Accuen, Xaxis, MediaMind, Ipinyou, Google DoubleClick, Dratio, AdSame, MyThings, CognitiveMatch, Yahoo Dapper, Criteo, etc… 2.  Such as: Omniture Test and Target, Hubspot
  • 33. Off-site On-Site Page 33Data Strategy and Innovation 4. Unregistered Users and New Users Acquisition So, even if we don’t know these users… We can learn about them…
  • 34. Page 34Data Strategy and Innovation 4. Unregistered Users and New Users Acquisition Off-site: Media
  • 35. Hub Ad Target Audience: Male, 20-40 years old, interested in Finance and Sport. Publisher 1 site N.B. Part of the information in this slide (figures, vendor’s name, publisher’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, Publisher 3, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 35Data Strategy and Innovation 4. Unregistered Users and New Users Acquisition Hub site Home Page Page 1 Page 2 Registration started Example. Off-site: Media 1.  User lands on Publisher 1 site (where we bought display ads). User qualifies to be served our ad. 2.  Our Ad (Hub Ad) is served to the user. 3.  User clicks on “Hub Ad” and lands on our “Hub site”. 1 2 1 2 3 3
  • 36. Hub Ad Publisher 1 site N.B. Part of the information in this slide (figures, vendor’s name, publisher’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, Publisher 3, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 36Data Strategy and Innovation 4. Unregistered Users and New Users Acquisition Hub site Home Page Page 1 Page 2 Registration started Example. Off-site: Media 1.  User visits several pages in our “Hub site”, and starts the registration process on the registration page. 2.  User leaves the “Hub site” without completing the registration. 4 5 4 5
  • 37. Publisher 2 site Hub site Complete Registrati on N.B. Part of the information in this slide (figures, vendor’s name, publisher’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, Publisher 3, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 37Data Strategy and Innovation 4. Unregistered Users and New Users Acquisition Registration completed Example. Off-site: Media Hub Ad Publisher 1 site Hub site Home Page Page 1 Page 2 Registration started 1.  Later on the same user visits Publisher 2 site, and the user (cookie) is recognized by the ad serving system, and a customized ad is served accordingly. 2.  User clicks on the ad and land directly on the registration page of our “Hub site”. 6 7 6 7
  • 38. Hub Ad Publisher 1 site Publisher 2 site Hub site Complete Registrati on N.B. Part of the information in this slide (figures, vendor’s name, publisher’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, Publisher 3, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 38Data Strategy and Innovation 4. Unregistered Users and New Users Acquisition Hub site Home Page Page 1 Page 2 Registration started Registration completed Example. Off-site: Media 1.  User completes the registration process starting from the point where he left during the previous visit. 8 8 Despite the user being not registered with us, the system is able to identify the user once again across the network and then facilitates the final registration by serving a customized message at the right time in the right place.
  • 39. Page 39Data Strategy and Innovation 4. Unregistered Users and New Users Acquisition Who are the best smart players to partner with in China?
  • 40. Major Adnetworks •  Ad Network 1 •  Ad Network 2 •  Ad Network 3 •  Ad Network 4 Major Publishers •  Publisher 1 •  Publisher 2 •  Publisher 3 •  Publisher 4 N.B. Part of the information in this slide (figures, vendor’s name, publisher’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, Publisher 3, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 40Data Strategy and Innovation 4. Unregistered Users and New Users AcquisitionOpportunity. Vendor 1: adserving in China
  • 41. Major Publishers •  Publisher 1 •  Publisher 2 •  Publisher 3 •  Publisher 4 N.B. Part of the information in this slide (figures, vendor’s name, publisher’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, Publisher 3, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 41Data Strategy and Innovation 4. Unregistered Users and New Users AcquisitionOpportunity. Vendor 2: adserving in China
  • 42. Buying the audience is more efficient than buying inventory Vendor 3 IS: A platform combining data, media, technology & strategy A means to enhance optimization and conversion A tool providing more efficiency, greater control & deeper insights Vendor 3 is NOT: A 3rd party company An account servicing team N.B. Part of the information in this slide (figures, vendor’s name, publisher’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, Publisher 3, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 42Data Strategy and Innovation 4. Unregistered Users and New Users AcquisitionOpportunity. Vendor 3: adserving in China Case study X times higher CTR than past campaigns Y times more cost-effective traffic driving Audience reach: XX% - YY%
  • 43. Page 43Data Strategy and Innovation 4. Unregistered Users and New Users Acquisition On-site
  • 44. 1. Case study: Targeted content results in xxx% increase in registration completions; Customized content drives response rate up yy%; Click- through rates on homepage content slot jump zzz% N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 44Data Strategy and Innovation 4. Unregistered Users and New Users Acquisition Our website Home Page Our website Sporty Red Car Features: bla bla bla bla bla Engine: bla bla bla bla bka bka Wheels: bla bla bla bla bla Price: bla bla bla bla bla bla bla Example. On-site retargeting 2 3 3. User clicks on the onsite banner and lands on the Sporty Red Car page. 31.  User searches for “sporty red car” on Baidu and click on the link. 2. User lands on our Home Page and according to the search keyword an onsite customized banner is displayed (sporty red car) 21 1
  • 45. •  Opportunity exists for players to adopt and leverage these advanced marketing technologies in the Chinese market •  To meet Client’s objective, there is the potential to see media spend work harder through optimization •  Improve performance both in terms of cost per acquisitions and engagement Page 45Data Strategy and Innovation Summary
  • 46. Page 46Data Strategy and Innovation What Are The Performances And The Cost Involved?
  • 47. Minimum Recommended Budget (monthly or by campaign) Performances from previous case studies Vendor 1 CPA: 8% of display Vendor 2 w/o Vendor 2 w Vendor 2 CTR 0.05%-0.1% 1.5%-2% Vendor 3 CPM: - 85% VS planned CPC: - 61% VS planned Impressions: + 683% VS planned Clicks: + 255% VS planned Vendor 4 # registrations: +1000% Vendor 5 w/o Vendor 5 w Vendor 5 CTR 0.68% 1.30% CR 0.71% 1.09% Vendor 6 N/A Vendor 7 CR: 108% increase 元 = X RMB = no min budget required N.B. Part of the information in this slide (figures, indicative budget, vendor’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 47Data Strategy and Innovation Minimum Budget Required 元元 元元 元元 元元 元元 元元 元元 元元 元 元
  • 48. Page 48Data Strategy and Innovation Recommendations
  • 49. Testing these new data and technologies for marketing and advertising with a minimum budget. Goal: improving KPIs of X%. N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 49Data Strategy and Innovation
  • 50. Minimum budget required: YY RMB Target: X% KPIs improvement N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 50Data Strategy and Innovation CPC (RMB) CPV (RMB) CPL (RMB) Average hub historical campaign performances x y z TARGET by using the suggested data/ad technologies (1-J%)x (1-J%)y (1-J%)z
  • 51. Ad/Data Technology Budget allocated (RMB) Vendor 1 X RMB (over y months) Vendor 2 X RMB (over z months) Vendor 3 X RMB (over z months) Vendor 4 X RMB + production cost Vendor 5 X RMB ( j campaigns) Vendor 6 X RMB ( j campaigns) TOTAL XX RMB N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 51Data Strategy and Innovation Budget Allocation
  • 52. No Data/Ad Technology Duration M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 1.1 Vendor 1 x months 1.2 Vendor 2 y campaigns 2 Vendor 3 y months 3 Vendor 4 y months 4 Vendor 5 y months 5 Vendor 6 y months DSP DMP AS DSP AS AS N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 52Data Strategy and Innovation Media Spending Timeline (by month)
  • 53. Page 53Data Strategy and Innovation Thank You
  • 54. EXPERTISES: Data Strategy & Planning, Custom Data Solutions, Marketing Technologies, Advertising, Advanced Targeting, Optimization, Smart Advertising, DSPs, Measurement, CRM, Social Media, Marketing, Insights and Analytics,, Innovation. COMPANIES/CLIENTS I worked for: Page 54Data Strategy and Innovation About me
  • 55. Page 55Data Strategy and Innovation http://www.linkedin.com/in/marcodecesaris Contact details Marco De Cesaris
  • 56. Page 56Data Strategy and Innovation Backup
  • 57. Page 57Data Strategy and Innovation Vendors: Cost and Timeline
  • 58. Vendor 1 Ad Serving and Retargeting N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 58Data Strategy and Innovation
  • 59. TIMELINE: from x to y working days to setup COST: it varies between X% of media spend and CPM model if creative size > 40Kb BUDGET: no minimum budget required <ZKb YYY: X% >=ZKb CPM Reach: XX% N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 59Data Strategy and Innovation Vendor 1 元
  • 60. Vendor 2 Ad Serving and Retargeting N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 60Data Strategy and Innovation
  • 61. TIMELINE: from x to y working days to setup COST: Client usually pay by CPM. Vendor 2 will put down the media list, the CPM price, the estimated CPC, impressions, and estimated clicks etc in the media plan. CPM: X to Y RMB CPC: Z to J RMB BUDGET: suggestion is to spend X RMB per campaign (assuming 1 campaign per month) ¥ ¥¥ ¥ ¥ M1 M2 M3 M4 M5 ¥ ¥¥ ¥ ¥ ¥ ¥¥ ¥ ¥ N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 61Data Strategy and Innovation Vendor 2 Reach: YY%
  • 62. Vendor 3 New Ad Technologies N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 62Data Strategy and Innovation
  • 63. TIMELINE: x working days to setup COST: min y%; max z% of media spend AS: a% M&A: b% AC: y% BUDGET: recommendation is to spend J RMB over k months ¥ ¥¥ ¥ ¥ M1 M2 M3 M4 M5 N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 63Data Strategy and Innovation Vendor 3 Reach: ZZ%
  • 64. Vendor 4 New Ad Technologies N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 64Data Strategy and Innovation
  • 65. TIMELINE: x to y working days to setup COST: vendor 4 will make profit out of the media spent. Details not released. BUDGET: min. Z RMB per month ¥ ¥¥ ¥ ¥ M1 M2 M3 M4 M5 ¥ ¥¥ ¥ ¥ ? N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 65Data Strategy and Innovation Vendor 4 Reach: JJ%
  • 66. Vendor 5 New Ad Technologies N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 66Data Strategy and Innovation
  • 67. TIMELINE: x working days to setup COST: min y%; max z% of media spend, depending on file size and other add on BUDGET recommended: >X RMB M1 M2 M3 M4 M5 ¥ ¥¥ ¥ ¥ ¥ ¥¥ ¥ ¥ ¥ ¥¥ ¥ ¥ ¥ ¥¥ ¥ ¥ ¥ ¥¥ ¥ ¥ ¥ ¥¥ ¥ ¥ ¥ ¥¥ ¥ ¥ ¥ ¥¥ ¥ ¥ size 1 Cost: y% size 2 Cost: z% Clicks tracking: a% Imps + clicks tracking: b% Add on: c% N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 67Data Strategy and Innovation Vendor 5 Reach: XX%
  • 68. Vendor 6 OFF-LINE Data Partnership N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 68Data Strategy and Innovation
  • 69. TIMELINE: x working days to setup COST: y-z RMB per record BUDGET: min. X RMB per campaign (assuming 1 campaign per month) y-z ¥ ¥ ¥¥ ¥ ¥ M1 M2 M3 M4 M5 ¥ ¥¥ ¥ ¥ N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 69Data Strategy and Innovation Reach: >Y Mio Vendor 6
  • 70. In House Optimization: Site and CRM N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 70Data Strategy and Innovation Vendor 7
  • 71. TIMELINE: x working days to setup COST: initial setup X RMB + Y Mio server calls Z RMB BUDGET: minimum J RMB over the first 12 months, then K RMB per year Y MM adcalls: Z ¥ setup: X ¥ N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and characters (e.g. X%, a%, x, y, Vendor 1, etc…). For more details feel free to contact me http://www.marcodecesaris.com Page 71Data Strategy and Innovation Vendor 7 ¥ ¥¥ ¥ ¥ M1 M2 M3 M4 M5
  • 72. Page 72Data Strategy and Innovation
  • 73. Page 73Data Strategy and Innovation Credits Page 2: http://upload.wikimedia.org/wikipedia/commons/f/f0/DARPA_Big_Data.jpg Page 3: http://www.flickr.com/photos/uscensusbureau/6878356946/sizes/o/ Page 4: http://www.flickr.com/photos/scobleizer/4695267529/ Page 4: http://www.flickr.com/photos/68751915@N05/6355840185/ Page 21: http://www.flickr.com/photos/gsi-r/5341765493/sizes/l/ Page 33: http://www.flickr.com/photos/rohypnol/854518562/sizes/o/ Page 34: http://www.flickr.com/photos/mkhmarketing/8468788107/sizes/o/ Page 43: http://upload.wikimedia.org/wikipedia/commons/7/75/Internet1.jpg Page 26: http://upload.wikimedia.org/wikipedia/commons/4/4c/Clouds_double_exposure.jpg Page 31: http://upload.wikimedia.org/wikipedia/commons/1/1c/Evolution-des-wissens.jpg Page 44: https://www.flickr.com/photos/motosclasicas/8726158779/sizes/o/
  • 74. Page 74Data Strategy and Innovation Credits Page 52: http://www.flickr.com/photos/32307961@N06/3525061913/sizes/o/ Page 53: http://commons.wikimedia.org/wiki/File:Ignorance_is_bliss_-_shortbread_cookie_with_a_smile.jpg Page 54: http://farm7.staticflickr.com/6109/6290003115_7788c41563_b_d.jpg Page 56: http://www.flickr.com/photos/pathfinderlinden/7155072088/sizes/o/ Page 58, 60: https://c2.staticflickr.com/4/3346/3573644189_4fde8bbb9e_z.jpg?zz=1 Page 49: http://www.flickr.com/photos/snre/6946913449/sizes/k/ Page 50: http://www.flickr.com/photos/teegardin/6093690339/sizes/l/ Page 51: http://www.flickr.com/photos/comedynose/5043010086/sizes/o/ Page 48: http://www.flickr.com/photos/dgoomany/4976873914/sizes/o/ Page 46: http://www.flickr.com/photos/teegardin/5912231439/sizes/o/ Page 45: http://upload.wikimedia.org/wikipedia/commons/5/5b/Checkmate.jpg
  • 75. Page 75Data Strategy and Innovation Credits Page 76, 77, 78, 79, 80, 81: http://upload.wikimedia.org/wikipedia/commons/4/4f/Copyright-_all_rights_reserved.png Page 72: https://www.flickr.com/photos/monana7/324669781/ Page 70: https://www.flickr.com/photos/beantin/7649183772/sizes/l/in/photostream/ Page 68: http://upload.wikimedia.org/wikipedia/commons/f/f7/Sant'Olcese-villa_Serra_di_Comago-interno.jpg
  • 76. Page 76Data Strategy and Innovation
  • 77. Note The following list of images are images used in this presentation. I would like to thank the owners of those images as those images perfectly match the content of this presentation. I tried to look for similar images covered by cc license but it was practically impossible to find suitable ones able to replace the below list. Hence I decided to use those original images (or slightly adapted) where the copyright logo is clearly missing. Despite of it, it could happen that I have to remove those images at a later stage if I am asked to do so by the owners of the images. Page 77Data Strategy and Innovation Other Credits
  • 78. Page 5: http://www.gooddata.com/images/uploads/big-data-image.jpg Page 78Data Strategy and Innovation Other Credits Page 7: http://www.befragungsinstitut.org/wp-content/uploads/2013/05/qm_97931741.jpg Page 1: http://www.fromquarkstoquasars.com/wp-content/uploads/2013/02/blue-binary-code-jigsaw-puzzle.jpg Page 6: http://www.filmofilia.com/wp-content/uploads/2011/06/moneyball_16.jpg Page 8: http://media.cleveland.com/pdq_impact/photo/einsteinjpgjpg-4a389e85f92a0547.jpg Page 9: http://nousygihs.files.wordpress.com/2011/03/youth_excited.jpg Page 11: http://www.struggletovictory.com/wp-content/uploads/2012/03/Simple-4.jpg Page 8: http://lh3.ggpht.com/_089TXf8rQcw/Si6S2nlmEVI/AAAAAAAABW0/WEkML4LGWS0/ing_2%5B4%5D.jpg?imgmax=800 Page 8: http://www.iconsdb.com/icons/download/white/accept-database-512.gif Page 8: http://colouringbook.org/SVG/2011/COLOURINGBOOK.ORG/ chovynz_money_bag_icon_black_white_line_art_scalable_vector_graphics_svg_inkscape_adobe_illustrator_clip_art_clipart_coloring_book_colouring-555 px.png
  • 79. Page 17: http://mystrategicplan.com/wp-content/uploads/2013/08/Glossary17.jpg Page 79Data Strategy and Innovation Other Credits Page 16: http://www.bluebumblebee.co.uk/wp-content/uploads/2013/04/file0001817248786.jpg Page 18: http://strategicsalesmarketingosmg.files.wordpress.com/2012/06/shutterstock_59234440.jpg Page 19: http://marketwave-site.crane-west.net/wp-content/uploads/2012/01/hires.jpg Page 20: http://michele-norris.com/wp-content/uploads/2012/02/writing-pencil.jpg Page 22, 24, 29: http://charmedyogi.files.wordpress.com/2013/06/what-if.jpg Page 23: http://profilesasiapacific.com/blog/wp-content/uploads/2013/05/puzzle.jpg Page 12: http://www.sgeier.net/fractals/fractals/11/Tetris.jpg Page 13: http://1.bp.blogspot.com/-X2AX0IVb4fA/T0hEbdVRhYI/AAAAAAAADQw/8GFG8bUv4ds/s1600/933320_13694080.jpg Page 15: http://www.cindysfriendlytavern.com/PageArt/j0403725.jpg
  • 80. Page 30: http://1.bp.blogspot.com/_JtlCE5dJtCI/SwlJbxOGq0I/AAAAAAAAAlQ/rN-_Fc7yGhI/s1600/digital+1.gif Page 80Data Strategy and Innovation Other Credits Page 32: https://news.slac.stanford.edu/sites/default/files/images/announcement/data-brain.jpg Page 39: http://cina.quotidiano.net/wp-content/uploads/2011/11/yao-ming.jpg Page 40: http://www.ontariosystems.com/sites/default/files/Ontario_Handshake.jpg Page 41: http://www.ips-analytics.com/uploads/media/ips_technology_partners.jpg Page 42: http://www.msktc.org/lib/docs/Reach_Your_Audience.jpg Page 25: http://www.sam-welch.com/wp-content/uploads/2013/03/Defining-Successful-Data-Management-Programs.jpg Page 27: http://www.indire.it/immagini/immag/scienzets/ts731-20.jpg Page 55: http://www.cherryprinthd.co.uk/wp-content/uploads/blog/business-cards.jpg Page 57, 59, 61, 63, 65, 67, 69, 71: http://boeddhamagazine.nl/wp-content/uploads/2013/10/6812481635_ed463ae1fa_b-800x600.jpg
  • 81. Page 62, 64, 66: http://sequoiag.com/upload/iblock/c57/c57fbdb6c2674749702f45941f8082de.jpg Page 81Data Strategy and Innovation Other Credits