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Marketing Omnichannel - Marc Kiven / Fundandor da Bright Tag e Élcio Santos / Head de E-commerce da Aunica
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Marketing Omnichannel - Marc Kiven / Fundandor da Bright Tag e Élcio Santos / Head de E-commerce da Aunica

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  • 1. Omni-Channel Marketing Increasing Marketing Channels Performance BigData September/2013
  • 2. AGENDA CREDENCIAIS OMNI-CHANNEL - O QUE É E COMO FAZER NA PRÁTICA BUSINESS CASE AUNICA + BRIGHT TAG = BENEFÍCIOS PRA VOCÊ 1 2 3 4 2. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
  • 3. CREDENCIAIS | QUEM SOMOS? 3. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial. Inovação! Parceira dos maiores players globais de tecnologia +13 anos de envolvimento profundo com o digital marketing Neural, Neutral and consultive driven
  • 4. CREDENCIAIS | NOSSOS CLIENTES PERFORMANCE AGÊNCIASBRANDING VEÍCULOS 4. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
  • 5. Aumentar tráfego Aumentar vendas Aumentar ticket médio Aumentar Life Time Value Redução de custos operacionais Metodologia proprietária da AUNICA CREDENCIAIS| POR QUE ISSO FAZ SENTIDO PARA SUA EMPRESA? 5. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
  • 6. OMNI-CHANNEL 6. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
  • 7. OMNI-CHANNEL | É UMA VISÃO DE NEGÓCIOS, NÃO UM CONCEITO MODAL... O futuro das organizações dependerá da qualidade da execução deste conceito na prática Historicamente, nun ca foi tão fácil implementar esta cultura, porém, só funcionará com investimentos + alinhamento estratégico Além de trazer resultado financeiro, permiti rá a perpetuação do seu negócio ao longo do tempo 7. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
  • 8. OMNI-CHANNEL | O QUE É E DESAFIOS 8. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
  • 9. OMNI-CHANNEL | PROCESSO EVOLUTIVO 9. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
  • 10. 10. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial. AUNICA + BRIGHT TAG I PARTNERSHIP
  • 11. 11. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial. BRIGHT TAG|INTRODUCTION CONFIANÇA • Presente nas maiores empresas do mundo, com 100% de retenção dos clientes. • Centenas de integrações 3rd Party. Bilhões de páginas. PRESENÇA GLOBAL • Presente em mais de 150 países, e contando... • Mais de 60 funcionários em Chicago, Londres e Tóquio. FINANCIADA por investidores de NÍVEL MUNDIAL • Empresa Serie C com US$ 23 milhões em financiamento. • Apoiado por Baird Venture Partners, Epic Ventures, New World Ventures, Tomorrow Ventures. QUEM É A BRIGHT TAG Plataforma PREMIADA pela integração e reconhecida por ser inovadora. • Simples de utilizar • Otimização do desempenho através de Server Direct • Garantia de segurança – Evita Piggybacking • Monitoramento real time de disparos das Tags • Monitoramento real time de erros de Tags.
  • 12. 12. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial. BRIGHT TAG|INTRODUCTION +1500 MARCAS GLOBAIS
  • 13. • Marc Kiven – Founder & Chief Revenue Officer • Your customers engage with your company across multiple channels – Are you ready for the Omni-Channel challenge? • BrightTag Fuse™ – Beyond “Tag Management” • Use Cases – Making Omni-Channel Marketing Integration real today 13. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial. BRIGHT TAG|INTRODUCTION
  • 14. 14. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial. OMNI-CHANNEL|THE CHALLANGE
  • 15. 20% Scan product barcodes 14% Compare product prices 13% Find store locations 11% Search for coupons 10% Research products Source: BI Intelligence Smartphone owners make real-time buying decisions with their devices Source: Forrester Research OMNI-CHANNEL|78% of shoppers engage across multiple channels 15. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
  • 16. Single Channel Multi-Channel Having presence across separate channels Cross-Channel Connecting data across separate channels to drive insights and segmentation Omni-channel Creating a unified customer experience across all channels to drive engagement, purchase and loyalty 16. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial. OMNI-CHANNEL|The pursuit of Omni-channel data integration
  • 17. Website Ads Email Mobile Social Stores Call Center Analytics Your Goals 17. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial. OMNI-CHANNEL|Interactions are happening all the time across multiple channels
  • 18. Website Ads Email Mobile Social Stores Call Center Analytics Your Goals OMNI-CHANNEL|Tags are native to the web only Cookies only live in browsers & traditionally can’t be linked across channels 18. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
  • 19. Website AdsSocial Analytics MobileStoresEmail Many solutions can connect data in near real-time in a single channel Offline When the dots don’t connect, you can’t take immediate action across channels19. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial. OMNI-CHANNEL|So what you get is a lot of disconnected data
  • 20. Website AdsSocial MobileStoresEmail 1 day+ Reports Segments OfflineAnalytics OMNI-CHANNEL|Insights from analytics & data warehouses lack real-time actionability 20. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
  • 21. $ Omni-channel connectivity helps you stop sending the wrong message at the wrong time • Suspend retargeting after customer makes purchase in-store • Change messaging while resolving a customer service issue • Adapt messaging based on your customer’s current context rather than show less-relevant ads or emails • Leverage CRM data to better direct ad spend OMNI-CHANNEL|Integrating data in real-time unlocks significant value 21. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
  • 22. • How do you collect data where tags don’t exist? • How do you untie cookies from the browser? • How do you link activities across channels in real-time given the massive scale of the data? OMNI-CHANNEL|Technical limitations stall real-time integration 22. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
  • 23.  Collect data in any channel without relying on tags  Match cross-device user profiles and cookies instantly in the cloud  Sync data in real-time with server-direct messaging  Connect with partners to create your own Open Marketing Stack BrightTag Fuse™ |Connects the dots in real-time 23. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
  • 24. BUSINESS CASE 24. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
  • 25. Problem: A leading retailer with heavy mobile traffic was unable to effectively retarget mobile users across channels leading to missed sales Solution: Use BrightTag Fuse to trigger online retargeting efforts based on mobile customer interaction BUSINESS CASE|Retargeting mobile users online 1. User engages with mobile app and abandons before purchasing 2. Abandon cart message is sent to BrightCart Fuse where the mobile ID is matched with online cookie 3. BrightTag Fuse notifies online retargeting partners 4. Retargeting partner can incorporate mobile cart abandonment information in campaign 25. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
  • 26. Problem: A large multi-channel retailer wanted to increase the reach and relevance of email retargeting by sending messages to users who viewed but did not click immediately after a user left the site. Solution: BrightTag Fuse is used to update their email campaigns in real-time, based on views and clicks, removing a 24+ hour delay in targeting and increasing reach. Email 1. User opens email, but doesn’t click 2. BrightTag pixel fires on email open and email ID is synced with cookie 3. User later visits website 4. BrightTag Fuse recognizes the user cookie and matches it to the email ID Email 4. Future email campaigns are update with latest user interactions from BrightTag BT BT BUSINESS CASE|Smarter e-mail marketing 26. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
  • 27. BUSINESS CASE|Smart cross-channel upselling 1. Customer purchase a mattress in retail store 2. Purchase data is sent to BrightTag where Fuse ID is matched with online profile 3. Customer later browses the web and is shown ads for bedding Problem: A leading retailer was unable to effectively upsell complementary products online to consumers that made big-ticket purchases in stores Solution: BrightTag Fuse integration to the client’s in-store POS and BrightTag FuseID matching allows the client to offer targeted ads to online consumers that purchased in-store 27. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
  • 28. 28. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial. AUNICA + BRIGHT TAG I BENEFÍCIOS PRA VOCÊ Sorteio de 3 clientes Consultoria AUNICA + BRIGTH TAG 1 2 3 Esperamos VOCÊ em nosso stand ;o)-
  • 29. PERGUNTAS?