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People-based Marketing: How Data, Automatisation & Customer Centricity usher in a new Era in Digital Marketing

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Presentation by Marco Hassler, Lead Analytics & Personalization at Namics

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People-based Marketing: How Data, Automatisation & Customer Centricity usher in a new Era in Digital Marketing

  1. 1. UNIVERSITY OF ST. GALLEN, DIGITAL ANALYTICS & MARKET RESEARCH BERLIN, 15. NOVEMBER 2018 People-based Marketing. Data. Automation. Customer. Namics. How Data, Automation & Customer Centricity usher in a new Era in Digital Marketing. Marco Hassler. Lead Analytics & Personalization.
  2. 2. Lead Analytics & Personalization. Marco Hassler Principal Consultant 15+ years in analytics Digital marketing
  3. 3. Namics. Digital Agency. Full Service. Transformation. Namics. 3 → NAMICS IN A NUTSHELL 550 6 23C TK DIGITAL EXPERIENCE DIGITAL PRODUCTS & SERVICES DIGITAL ENTERPRISE & BRAND
  4. 4. Agenda. FIRST Personalized marketing. SECOND People-based marketing. THIRD Example case. FORTH Deep dive. FIFTH How to tackle.
  5. 5. Personalized Marketing. FIRST
  6. 6. Source: wonderlandmovies.de
  7. 7. Source: advertima.com
  8. 8. Why does such personalization still fail too often?
  9. 9. «Half the money I spend on advertising is wasted. The trouble is I don't know which half.» John Wanamaker.
  10. 10. Namics. Reason Data silos.1
  11. 11. Namics. Ads Social Media Micro- Site Website App eShop eMail Portal Siloed user data in each channel. 14 Consideration Evaluation Purchase Experience Buyer Journey Google for «Hotel» Click on Facebook-Ad Visit Landing- Page Return to Website Get Push- Notification Book Room Get special offers Login to the portal
  12. 12. Namics. 2 Reason Marketing silos.
  13. 13. Namics. Organizational silos. Media planning example. 16 Time Channels E-Mailings / Newsletter Display Ads Social Platforms Website & SEO Direct Mail
  14. 14. Namics. 3 Reason Culture.
  15. 15. «In God we trust, all others must bring data.» W. Edwards Deming.
  16. 16. People-based Marketing. SECOND
  17. 17. Namics. User-based Data Marketing Automation Technology  Wider establishment of a data-driven culture  User-based collection of anonymous and identified user data  Tools for personalization of experiences have improved  Tools for automation of processes have improved Customer Centricity  “Design thinking” approach got popular  From product-driven to customer- and human- driven marketing (Kotler) 21 Namics. Recent developments in marketing and technology are addressing these issues.
  18. 18. Namics.22 Namics. The combination of these developments unveils people-based marketing. People-based marketing
  19. 19. „People-based marketing is the ability to perform targeting and measurement at the level of real individuals by resolving consumer identity across digital and offline channels. Forrester Research, Elevate Your Marketing With A People-Based Approach, 2018
  20. 20. Namics. Old wine in a new bottle? 24 «Omni-channel» • Does not take into account technology • No customer view, but channel view «Personalization» «360°Customer-view» • Typically focused on just one channel • Mostly context-driven, not customer-centric • Does not take into account identification of user • Does often lead to channel aggregation view
  21. 21. «The reason we’re so excited about it at Spotify, and the reason we think it will become the gold standard for marketing, is because it works.» Danielle Lee, Spotify.
  22. 22. Example Case. THIRD
  23. 23. Namics. People-based marketing. Automotive industry case. Experience Cloud
  24. 24. Namics. Dealer contact Product detail page Registration Purchase First website visit Configurator Complete Configuration Test drive Customer Relationship Management Customers Car buyer journey. 800 moments.
  25. 25. Consider-Stage «I need something practical – but with a sporty look.» Car model from the TV spot on the homepage Individual experience
  26. 26. Evaluation-Stage «Yeah, that’s it. But actually, my old one is still good enough...» Configuration of the desired model. Individual experience
  27. 27. Evaluation-Stage «Cool, maybe I should consider a test drive...» Display Ad on third party platform showing configured model. Test drive as call-to-action. Individual experience
  28. 28. Intention-Stage «Which engine should I choose...?» Homepage stage with configured model, test drive on first place in navigation. Individual experience
  29. 29. Intention-Stage «Which options to choose…?» Test drive on prominent place. Possibility to save the configured car on an email address. Individual experience
  30. 30. Purchase-Stage «Ok, so let’s schedule a test drive then.» Email nurture containing individual configuration. Test drive as call-to- action. Individual experience
  31. 31. + 200%Media Spending Efficiency for Targeting. 100% 100% Customer orientation Data-driven digital marketing organisation
  32. 32. Deep-Dive into People- based Marketing. FORTH
  33. 33. Namics. Customer Centricity User-based Data Marketing Automation Technology 39 Namics. The three pillars of people-based marketing.
  34. 34. Namics. Christian, 42, plumber. P E R S O N A L I T Y O N L I N E B E H A V I O U R T H I N K A N D F E E L Internet als Informationsquelle; detaillierte Informationen werden beim Autohändler oder im Autohaus eingeholt. Verträge schließt er lieber offline ab. „Ich brauche einen Transporter, in den mein Material reinpasst und ich nicht ewig nach Parkplätzen in der Stadt suchen muss." - 42 Jahre, Ismaning - Selbstständiger Installateur - 5 Mitarbeiter - Jahresumsatz 720K Euro - Mittleres Bildungsniveau - Traditionelle/Bürgerliche Mitte - Fährt privat einen BMW - Hobbies: Fußball und Grillen Austausch via Telefon oder Markenwebsite im Fokus. Social Media dient kaum als relevante Informationsquelle, wird jedoch im privaten Umfeld intensiv zu Entertainmentzwecken genutzt. Lösungen diskutiert er mit Kollegen direkt vor Ort oder abends mit Freunden. Das persönliche Netzwerk spielt eine wichtige Rolle. D I G I T A L T O U C H P O I N T S Buyer Personas
  35. 35. Namics. Buyer personas. Not target groups. 41 Born in 1948, Grew up in England, Married for the 2nd time, 2 children Wealthy Likes dogs, spends his winter holidays in the Alps Diplomatic in conversation, Important decisions are made by his wife Prince Charles Born in 1948, Grew up in England, Married for the 2nd time, 2 children Wealthy Likes dogs, spends his winter holidays in the Alps Ask many strange questions, Loses himself often in his own argumentation Ozzy Osbourne Source: Stickdorn/Schneider
  36. 36. Namics. Big data does not (yet) replace qualitative research for customer insights. 42 Source: Mulder Qualitative (Insights) Diary/journal studies Behaviors (What people do) Goal & Attitudes (What people say) Quantitative (Validation) User interviews Participatory design Field studies Usability testing Eye tracking Automated usability testing Web analysis A/B testing User surveys Customer support data analysis Card sorting Focus groups
  37. 37. Namics. Simplified buyer journey. Behavior-based detection of stages required. . BUY OWN EXPERIENCE BOND CONSIDER EVALUATE PURCHASE 43
  38. 38. Namics. Customer Centricity User-based Data Marketing Automation Technology 44 Namics. The three pillars of people-based marketing.
  39. 39. Namics. User Data Management Ads Social Media Micro- Site Website App eShop eMail Portal Bridging the channel gap. 46 Consideration Evaluation Purchase Experience Buyer Journey
  40. 40. Namics. Ads Social Media Micro- Site Website App eShop eMail Portal Bridging the device gap. 47 Consideration Evaluation Purchase Experience Desktop Smartphone Tablet
  41. 41. Namics. Ads Social Media Micro- Site Website App eShop eMail Portal If not bridged, there is no people-based view. 48 Consideration Evaluation Purchase Experience Desktop Smartphone Tablet
  42. 42. Namics. Why is this still so hard to do in 2018? 49 In early marketing stages, users are anonymous. There is no consistent ID to link users across channels or devices Former solutions like 3rd party cookies no longer working reliable (3rd party cookies are blocked by iOS Safari by default) For some use cases, customer consent is required now (GDPR) Even 1st party cookies can be blocked by a user, and they can’t bridge the device gap
  43. 43. Namics. What solutions are provided? 50 Data Management Platforms (DMPs) DMPs are systems for anonymous user data. They work like CRMs, but without any personally identifiable information (PII). Probabilistic user stitching Probabilistic user stitching uses statistical methods to assign several devices to one user (moderately accurate) Device bridges Device bridges are services that share once bridged devices of a user among subscribed websites, e.g. Adobe Co-op, Google Analytics, Facebook Deterministic user identification Deterministic user identification requires a user to login on each of his device to a brands website, app etc.
  44. 44. Namics. Customer Centricity User-based Data Marketing Automation Technology 54 Namics. The three pillars of people-based marketing.
  45. 45. Your latest campaign’s creator?
  46. 46. 56 Your latest campaign’s creator.
  47. 47. Namics. Because your latest nurturing campaign probably looks like this. 57 1d Import Δ addresses dropouts CSV import «Three reasons for our insurance» E-Mail Message 1 «Save 20 EUR today» E-Mail Message 2 3d Import Δ addresses purchasers CSV import, comparison dropouts/purchasers Pur- chase? no End yes
  48. 48. Namics. Ads Social Media Micro- Site Website App eShop eMail Portal Automation and personalization at every touchpoint. 58 Ad-Server & DSP Social Media Mgmt Content Targeting System Content Mgmt System Mobile Services Commerce System eMail Auto- mation Customer Portal Experience Delivery Consideration Evaluation Purchase Experience Buyer Journey
  49. 49. There are 7’000 tools for that…
  50. 50. Namics. Marketing Cloud Marketing cloud as integrated MarTech-portfolio. User Data Ads Social Media Micro- Site Website App eShop eMail Portal Consideration Evaluation Purchase Experience Buyer Journey Ad-Server & DSP Social Media Mgmt Content Targeting System Content Mgmt System Mobile Services Commerce System eMail Auto- mation Customer Portal Experience Delivery 60 Data Management Platform (DMP)
  51. 51. Namics. The battle for the last mile to the customer. 61 The Forrester Wave™: Enterprise Marketing Software Suites, Q1-2018 Marketing Cloud
  52. 52. Technology and 1st party data get the advantage in marketing, creativity can make the difference.
  53. 53. How to Tackle People- based Marketing. FIFTH
  54. 54. Namics. Consolidate user data. Create value for users to log in. User Data Ads Social Media Micro- Site Website App eShop eMail Portal Consideration Evaluation Purchase Experience Buyer Journey Ad-Server & DSP Social Media Mgmt Content Targeting System Content Mgmt System Mobile Services Commerce System eMail Auto- mation Customer Portal Experience Delivery 64 Data Management Platform (DMP)
  55. 55. Namics. Create first use cases or nurtures from a customer perspective. 65 Evaluation Action Select Register Conclude an insurance Identified checkout dropouts Core question Why to choose company A? Core message Best price / performance ratio Motivation & need of user  More favorable insurance  Solution to personal problems  Trust  Simple process  Fast conclusion  Straightforward  No channel-switch Offered added value  Best price/performance  Individual offering  Values / brand  Positive references  Simple checkout process  Simple checkout process Content & offering  Price comparisons  Online ratings  Testimonials  Just around the corner  3 reasons: price/performance, simple, individual  Conclude today and save 20 EUR Call to action  Conclude now  Just 10 min and your done  Save on premiums Channel  Website  Ads  E-mail  E-mail Call-to-Action nurture 0-5 day ConfigureCompare
  56. 56. Namics. Don’t forget to measure. Journey-based. 66 Awareness Consideration Intention Conversion Loyalty 5,940K Aware Users 5,670 K + 3.7% 211K Considering Users 210 K + 2.7% 89K Intending Users 95 K - 11.1% 20K Converting Users 20 K + 1.2% 31K Loyal Customers 29 K + 2.4% 8.5 Quality Score 8.3 + 2,7% 8.7 Quality Score 8.1 + 3,1% 5.7 Quality Score 7.8 - 4,7% 78 K EUR Revenue 85 - 6,7% 7.1 Quality Score 7.0 + 3,0%
  57. 57. «Half the money I spend on advertising is wasted. The trouble is I don't know which half.»
  58. 58. Thank you. Namics. © N A M I C S A G 2 0 1 8 marco.hassler@namics.com
  59. 59. Stay tuned. Namics. © N A M I C S A G 2 0 1 8 namics.com blog.namics.com facebook.com/namics twitter.com/namics

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