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Digital Marketing Live! 2019 - Jeroen de Graaf - De strategische marketing automation partner, vandaag en morgen

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Jeroen de Graaf - Ematters @ DML 2019

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Digital Marketing Live! 2019 - Jeroen de Graaf - De strategische marketing automation partner, vandaag en morgen

  1. 1. Dé strategische marketing automation partner, vandaag en morgen
  2. 2. Even voorstellen
  3. 3. EMATTERS Data & Marketing agency uit Amsterdam; Opgericht in 2007; Experts in Digital advertising, eCRM/MA en marketing / strategy consultancy; Ematters werkt voor merken met veel persoonlijke aandacht; Pragmatisch en resultaat gericht.
  4. 4. The hyper engaged customer: Probabilistische en deterministische data
  5. 5. Focus
  6. 6. Golden profile
  7. 7. Tertiaire data Gezinssamenstelling : samenwonend, 1 kind Aantal vakanties per jr : 4 The Golden profile Secundaire data Postcode : 1181WN Huisnummer : 649 Kenteken : EC 266 L Vakantie voorkeur : Wintersport Primaire data Emailadres : Gijsvroom@gmail.com Cookie akkoord : yes Bron: Ematters
  8. 8. CRM (database)data Emailadress : VanOranje@gmail.com Persona : Man Geboorte datum : 27 April 1967 Postcode : 3744 AA Huisnr : 1 Behavior Data Visits Website.nl :2 Mei 2019 :23 Mei 2019 : 8 October 2018 Vakantie : Wintersport Engagement : 2 visits product landing page Download Brochure : 2 September 2018 Deterministische / Probabilistische Data
  9. 9. De ideale wereld
  10. 10. Wat is vaak de realiteit
  11. 11. • Registratie • Survey • Preferentie • KeuzeHulp • Interactie • Browsing • Email clicks • Demografie • Transactionele history • Loyalty • Persona’s / Mosaic • 3rd party cons. data Real-time situation: • Huidige locatie • Device/system • Tijds moment/ dag • Weer, traffic, status De mix tussen deterministisch en probabilistisch CLIENT- SUPPLIED CONSUMER- SUPPLIED COLLECTED CONTEXTUAL
  12. 12. “Consumenten willen graag een waardevolle engagement met merken. Merken die de relatie met de consument weten vast te houden en uit te bouwen, zijn de winnaars van een steeds verder digitaliserende wereld”. Engagement
  13. 13. 3 bekende pijlers Tijd, Relevantie, Permissie
  14. 14. Customer Journey Client focus
  15. 15. CUSTOMER EXPERIENCE CUSTOMER ENGAGEMENT Time Re-purchase flow Opt-in flow Warm welcome flow Orientation flow Selection flow Transaction flow Delivery flow Customer care flow Usage Customer Journey Bron: Ematters
  16. 16. Dé strategische marketing automation partner, vandaag en morgen

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