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Bogdana Butnar: What I need…


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Prezentarea Bogdanei Butnar la IMTO 2009: What I need…

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Bogdana Butnar: What I need…

  1. 1. What I need… What can make an interactive agency work properly today
  2. 2. <ul><li>This is about advertising </li></ul><ul><li>Why? </li></ul><ul><li>Because advertising is the first system of money-making for any new Internet thingie </li></ul><ul><li>So deal with it… </li></ul>
  3. 3. <ul><li>need time </li></ul><ul><li>need education = need money = need time </li></ul><ul><li>need specialists = need education = need money = need time </li></ul><ul><li>need technology = need money = need time </li></ul><ul><li>need digital planners = need education = need specialists = need education = need money = need time </li></ul><ul><li>need money </li></ul>
  4. 4. 2 significant needs
  5. 5. 2 significant TRUTHS
  6. 7. One specific need
  7. 8. One specific need
  8. 10. Internet is about <ul><li>Myths </li></ul><ul><li>(great) expectations </li></ul><ul><li>Fustrations </li></ul><ul><li>Unexplained succeses </li></ul>
  9. 11. Internet is about <ul><li>Conversion funnel </li></ul><ul><li>Standards </li></ul><ul><li>Reliability </li></ul><ul><li>Ease of use </li></ul><ul><li>Immediacy </li></ul><ul><li>More data we can use </li></ul>
  10. 13. Reliable conversion measurement <ul><li>Conversion funnel or how we prove online sells </li></ul><ul><li>One known experiment in Romania </li></ul><ul><li>No biiig success story </li></ul><ul><li>Failing CTR before successful CTR </li></ul><ul><li>No conversion experience </li></ul><ul><li>No ability to meet foreign providers’ expectations </li></ul><ul><li>No good practice guide </li></ul><ul><li>No in house teams for optimization </li></ul><ul><li>No model for conversion </li></ul><ul><li>No time to make model </li></ul>
  11. 14. Reliable conversion measurement <ul><li>Make your own conversion scheme and sell it to the client </li></ul><ul><li>Set up quick&easy measurement algorithm; create quick&easy interface </li></ul><ul><li>Use it </li></ul>
  12. 15. Conversion data We do not have it or we do not have the time to interpret it We do not have ENOUGH specialists to design conversion-based programs Press clients to supply it Do not be discouraged by it Use it to improve the next program
  13. 16. Industry standards <ul><li>CTR monitoring scandal – opposing parties, strange arguments for not implementing it, clients not asked, payment issues </li></ul><ul><li>Traffic issues – two standards of measuring traffic of websites </li></ul><ul><li>SATI measurements: basic in presentation and the way they are thought out </li></ul><ul><li>Blogosphere is not measured </li></ul><ul><li>No actual way of measuring brand (!!!) </li></ul><ul><li>No research data on users and their behavior </li></ul><ul><li>Two to three foreign providers offering their services and slow adoption policies </li></ul>
  14. 17. <ul><li>Implement the campaign results software in a palatable form and do it fast </li></ul><ul><li>All publishers (in ALL forms) wanting to get advertising money should be audited </li></ul><ul><li>All beyond banner projects should implement a standard algorithm for measuring </li></ul><ul><li>Get some industry standards </li></ul><ul><ul><li># publish industry segmented traffic and industry segmented CTR results without pointing out the company/brand </li></ul></ul>
  15. 18. <ul><li>More easily usable campaign management software </li></ul><ul><li>Campaigns need to be resolved with speed for efficiency </li></ul><ul><li>Currently we are peddling excell files </li></ul><ul><li>If there is no standard then at least inside agencies a system of real time campaign management should be implemented </li></ul><ul><li>Assign responsibilities for this role </li></ul><ul><li>Train specific people to do it </li></ul>
  16. 19. <ul><li>Seriously… do ghosts (God forgive me!) </li></ul>
  17. 21. <ul><li>Data </li></ul>Looks researched Gives arguments Makes you look good Gets your boss to like you Trust (like) the agency
  18. 22. <ul><li>Conversion </li></ul>Leads Sales Makes you look good Gets your boss to like you Trust (like) the agency
  19. 23. <ul><li>conversion model </li></ul><ul><li>case studies </li></ul><ul><li>standards </li></ul><ul><li>data </li></ul><ul><li>fast#smart </li></ul>