It‟s about knowing your customers • How old are they? • How much money do they have? • Where do they live? • What do they like doing? • How do they relax? • What drives them? • What do they aspire to?
Or we can find out!• Data may be your organisations biggest asset• Sales/ transactions• Enquiries• Customer service• Web analytics (clickstream, site stats +++)• Ask them• On-site surveys!
“Data Is The New Oil” Clive Humby: Founder, dunnhumby
All data can help; in the right hands Customer/ prospect Web Analytics data data DM agency Online team Database Agency Digital agency comScore/ Hitwise/ Alexa IT Google Customer Services (Facebook?) Sales Finance
Let‟s drill down...CUSTOMER DATA• Personal• About identified individuals• About real behaviourWEB ANALYTICS DATA• Aggregated• Anonymous• About real behaviour
Data is the key“How much value lies untapped in existing corporate and public data streams? My guess is a lot. How many companies are truly joining up their data to extract and interpret the kind of intangible insight that has real tangible value? My guess is very few. That, to me, has opportunity written all over it.”<Neil Perkin: Predicting The Unpredictablehttp://neilperkin.typepad.com/only_dead_fish>
Heineken „dual screen‟ game• Heineken StarPlayer: live football game that lets fans watch UEFA Champions League matches on TV whilst playing it in real-time on a computer, iPhone or iPod touch• „Dual screen‟ digital initiative transforms TV watching into a social interactive experience for football fans. The game taps into competitive banter of the fans by creating a live TV game experience that can be played from wherever they are watching the game• Overlay to live football matches, first global example of a social media gaming platform. Fans watch the football on TV while playing StarPlayer in real-time, anticipating events on the pitch live and making decisions on what will happen in next few seconds• „Dual screen‟ technology involves time-dependent decisions on play
Heineken „dual screen‟ game• To score points, fans anticipate what will happen at key moments such as corners, free kicks, and penalties, E.g. if the shot will be saved or if there will be a goal in the next 30 seconds. With every correct forecast, fans gain points. Through the „Interactive Champions League‟, they can also compete and share with their friends via Facebook and with other players around the world. “StarPlayer will really change the way in which football fans interact with the UEFA Champions League, creating a more social experience around watching and enjoying the matches. For Heineken to be able to bring the excitement and competition of these premium matches to the actual fingertips of the fans through the cutting edge „dual screen‟ technology of Star Player really showcases our commitment to providing extraordinary innovative experiences for fans.” Floris Cobelens, Global Head of Digital, Heineken
Heineken „dual screen‟ game• Leverages sponsorship• Recognises most football is viewed on TV by lone males• Adds a real-time „social‟ element• Heavily branded
Cost per engagement?• “In general, the industry suffers from the emphasis on click- through rate. I feel very confident based on results that were seeing, especially when friends are recommending to friends. Research shows that, on average, people are 68% more likely to remember seeing the ad if their friend has recommended it and twice as likely to remember the message of the ad. (Nielsen). To Carolyn Everson us, whats more powerful than VP-global sales, Facebook click-through is, “Are people April 2011 paying attention to the message and remembering it?” ”
How online display advertising works <source: nma.co.uk>
How adserving works The ad serving system looks 1 2 for an appropriate ad based on all the ad schedules it holdsUser goes to a site. The siteloads,Page needs an advert to beplaced on it Delivery & Tracking Publisher Ad URL Server Publisher Ad Statistics AD Servers Database ROI Reporting User 3 Once the ad is chosen it is served, and a record kept of this.