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Digital Marketing Live 2018 - Our vision to a data driven digital approach at Philips Television - Ortwin Verreck en Martijn Smelt

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TPVISION is de fabrikant van Philips Televisies en richt zich met haar digital marketing op het stimuleren van de verkoop van Philips Televisies op het hogere segment in de markt. Door de inzet op een data driven aanpak, waarbij zowel de branding campagnes als de performance campagnes centraal zijn opgezet, geanalyseerd en geoptimaliseerd, is in meer dan 15 landen in Europa de groei van de verkoop enorm toegenomen.

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Digital Marketing Live 2018 - Our vision to a data driven digital approach at Philips Television - Ortwin Verreck en Martijn Smelt

  1. 1. TP VISION TO A MORE DATA DRIVEN DIGITAL APPROACH Martijn Smelt - CMO Philips Television (TP Vision) Ortwin Verreck - OrangeValley
  2. 2. Digital channels stimulate traffic to retailers
  3. 3. Consumer TV watching behavior changes
  4. 4. Reaching & Getting Attention Traditional Storyline (passive environments) Emerging Storyline (Active environments)
  5. 5. Consumer TV watching behavior changes
  6. 6. Customer Centric Approach
  7. 7. Data Driven – Customer Journey
  8. 8. CRM CRM MEDIA ANALYTICS WEBSITE GEO GRAPHICAL INTENDERS BEHAVIOURAL DEMO GRAPHICS Audience 1stPARTY 3rdPARTY 1stPARTY 3rdPARTY Data Driven Audiences
  9. 9. Data Driven Maturity Model Presence “Reach & Visability” Results Driven “Measurable Targets” Dialogue Optimization “Attribution of touchpoints in the journey” Customer Value “Retention, loyalty” KPI KPI KPI KPI
  10. 10. 2016 - 2017 2018 - 2019 2019 - 2020 > 2020 Maturity Philips Television Presence “Reach & Visability” Results Driven “Measurable Targets” Dialogue Optimization “Attribution of touchpoint sin the journey” Customer Value “Retention, loyalty” KPI KPI KPI KPI
  11. 11. ● Help the shopper find the right TV: a Philips OLED Television, with Ambilight ● Increase traffic to the Philips TV website ● Increase click out from Philips TV website to retailer websites ● Increase active recommendation Objectives during the first 2 phases
  12. 12. What is Ambilight?
  13. 13. CRM CRM MEDIA ANALYTICS WEBSITE GEO GRAPHICAL INTENDERS BEHAVIOURAL DEMO GRAPHICS Audience 1stPARTY 3rdPARTY 1stPARTY 3rdPARTY Lesson 1 - Data Driven Audiences – from segmentation to micro targeting
  14. 14. Customer segmentation
  15. 15. Customer segmentation
  16. 16. Lesson 2: shared understanding on insights in shopper behaviour Diversity in touch points in the customer journey
  17. 17. Drive awareness for Philips TV • October - November 2017 • Main KPI: Unique reach • Youtube, Instagram, Facebook Convince consumers to buy Philips TV • November - December 2017 • Main KPI-s: Visits on campaign page, reseller click out • SEA, display and social media retargeting
  18. 18. Touch Tell Sell Care Target audience Anyone A little commercial interest A lot commercial interest Existing customers KPI - Primary New users Engaged users New customers Customer lifetime value Result 41M users 2,3M clicks to Philips TV 110.000 click outs to resellers
  19. 19. Q4 campaign 2017
  20. 20. Lesson 3 - Data Driven means… a lot of complexity Q4 campaign 2017
  21. 21. Lesson 4 - More Data = connect to our marketing eco system Sell out data Social media PR CRM Segmentation Consumer Review Lifestyle media Retailer websites Sell in data GfK Investment planning
  22. 22. Sales leads via our website generate significant higher value per sale: Bigger and more premium TVs Visitors buy directly after Philips.com on retailers websites Lesson 5 - Data Driven means ROI driven…? >49’ 64% <49’ 36% Large screen TV 100% Campaign driven sales split 55 % 45 % Non Ambilight Ambilight Ambilight 100% Normal sales split Small screen Large screen
  23. 23. Lesson 6 - Central Approach = Faster Learning = faster decisions
  24. 24. Lesson 7 - Data Driven approach is management of change
  25. 25. ● Help the shopper find the right Philips Television ● Increase traffic to the Philips TV website ● Increase click out from Philips TV website to retailer websites ● Increase active recommendation ü 100% Ambilight and large screen sales, Achievements – so far ü NPS from 2% to 12% (june 17 vs. apr 18) ü Visits 38% YTD ü Clickouts to retail 48% YTD
  26. 26. End shot with Philips TV pic Thanks.

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