Performance marketing in a constantly connected world - Tamar van de Paal - Copernica Summit


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Performance marketing in a constantly connected world - Tamar van de Paal - Copernica Summit

  1. 1. PERFORMANCE MARKETING IN A CONSTANTLY CONNECTED WORLD Tamar van de Paal, Country Marketing Manager Benelux, Google 17 September, 2013
  2. 2. Performance marketing REACH ENGAGE IMPROVE
  3. 3. Consumers behaviour is changing X-channel sales Complex journeysConstantly connected New shopping hours
  4. 4. We live in a multi-screen world 1.2 BN Global smartphone penetration 3.1 Connected devices per person in NL 27 Times per hour we move between devices and platforms Sources: Gartner 2013 projection, Google device usage study, 2013, Time Inc Study, 2012
  5. 5. Consumers expect answers, when they need them, regardless of device
  6. 6. 7.9 Zetabytles of data by 2015, vs 1.8 in 2011 27 Times to the moon 90% Of the world’s data created in the last 2 years Sources: IDC, 2011, IBM, 2012
  7. 7. Millions of people. Billions of moments that matter
  8. 8. Moments to move prospects down the funnel Moment Driving Awareness Moment Driving Preference Moment Driving Conversion 9:30am Breathing Techniques 4:40pm New Homes 5:00pm Hospital Directions
  9. 9. Each moment can be part of a bigger journey 9:30am Breathing Techniques Dreaming Discovering Learning 5:00pm Hospital Directions Finding Acting 4:40pm New Homes Comparing Researching Socialising
  10. 10. Digital advertising technology makes each moment an opportunity 9:30am Breathing Techniques Awareness 5:00pm Hospital Directions Conversion 4:40pm New Homes Preference
  11. 11. Pace of change accelerating iPhone Growth Tablet Growth Android Growth 3x 4xFaster
  12. 12. Business which master digital profit more Businesses leading in Digital and Transformational intensity are 26% more profitable than their peers Fashionistas Digirati Beginners Conservatives +26%-11% +9%-24% TRANSFORMATION MANAGEMENT INTENSITY DIGITALINTENSITY
  13. 13. 3 ways to future-proof your performance All screens Always open Audience engaged
  14. 14. All Screens Audience Engaged Always Open Attribute & Measure
  15. 15. 1. Reach your customer across all screens All Screens
  16. 16. 43% Top 100 brands without mobile sites 45% Research on phones when shopping 20% Change their mind in store
  17. 17. 2. Reach customers at all times by being always open Always Open
  18. 18. Customers shop at all hours Businesses lose out on 10% of sales by being turned closed. Total search query volumes by hour Tablet Mobile Desktop Midnight 3am 6am 9am Noon 3pm 6pm 9pm
  19. 19. 3. Use signals to engage audiences Audience Engaged
  20. 20. Sources: Google Internal, Axiom, 2013, Google Internal 55% Of internet shoppers purchase after their first site visit 5X Uplift for Kellogg’s from using multiple audience signals 5-10% Increase in response rate by incorporating audience signals
  21. 21. Driving maximum returnEfficiency Sales volume Collect and segment existing customer data Target existing visitors Enrich datasets through 3rd party data Leverage partnerships Leverage Google data Use contextual signals to drive acquisition Expand to potential visitors Extend to use demographic / behavioural signals
  22. 22. Attribute & measure Attribute & Measure
  23. 23. Unified view of your customers
  24. 24. Purchase journeys take multiple sessions Attribute & Measure Online buyers vs. time Less than 24 hours 10 - 14 Days 25 - 29 Days 50 - 59 Days 80 - 89 Days 100% 75% 50% 25% 0% 23% 48% 71% purchase within 24 hrs purchase within 19 days purchase within 39 days
  25. 25. Driving maximum return Attribute & Measure Efficiency Sales volume Measure x-channel effects of online Accurate tracking Combine modeling and tracking techniques Real-time optimisation Build models including on- and offline sales / media data Attribution modeling Use Attribution modeling to test hypotheses
  26. 26. All Screens Audience Engaged Always Open Attribute & Measure
  27. 27. THANK YOU