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DML17 | presentatie roundtable Mark Le Noble | Hoe zet je data om in sales?

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DML17 | presentatie roundtable Mark Le Noble | Hoe zet je data om in sales?

  1. 1. Oxyma helps customers unlock customer value, and includes aFrogleap, OFS, Oogst en Your Social.
  2. 2. Hoe zet je data om in sales? 1 juni 2017 Mark Le Noble
  3. 3. Wat is een DMP? Wat kun je ermee? Case Mazda
  4. 4. Data vormen de basis van relevante advertising.
  5. 5. you've got to start with the customer experience and work backwards to the technology ~ Steve Jobs
  6. 6. Customer Value Websites Apps Search Social Media Programmatic Advertising Social Advertising Email Out-of-Home Performance advertising
  7. 7. Wat is een DMP? Wat kun je ermee? Case Mazda
  8. 8. Customer intelligence Recente interesse 2nd party data Kanaal interacties CRMAankoop geschiedenis Maten Service status Leeftijd Stijl Merk Prijsklasse
  9. 9. Case
  10. 10. Customer journey automotive
  11. 11. Met de juiste boodschap op het juiste moment de juiste persoon bereiken via het juiste medium voor de juiste prijs
  12. 12. See, think, do, (care) 1. Brand with Product 2. Product with Brand attitude 3. Brand with “reason to believe” 4. Product with “reason to believe” 5. Product with promotion 6. Promotion Led
  13. 13. SEE THINK DO C O N S I D E R A T I O NA W A R E N E S S P U R C H A S E Unieke boodschap Unieke boodschap Unieke boodschap Marketing goal: see and know my company / campaign Marketing goal: consider my offerings Marketing goal: purchase my brand’s products/services Executie
  14. 14. SEE THINK DO C O N S I D E R A T I O NA W A R E N E S S P U R C H A S E Unieke boodschap Unieke boodschap Unieke boodschap Marketing goal: see and know my company / campaign Marketing goal: consider my offerings Marketing goal: purchase my brand’s products/services Executie
  15. 15. SEE THINK DO C O N S I D E R A T I O NA W A R E N E S S P U R C H A S E Unieke boodschap Unieke boodschap Unieke boodschap Marketing goal: see and know my company / campaign Marketing goal: consider my offerings Marketing goal: purchase my brand’s products/services Executie
  16. 16. SEE THINK DO C O N S I D E R A T I O NA W A R E N E S S P U R C H A S E Unieke boodschap Unieke boodschap Unieke boodschap Marketing goal: see and know my company / campaign Marketing goal: consider my offerings Marketing goal: purchase my brand’s products/services Executie
  17. 17. SEE THINK DO C O N S I D E R A T I O NA W A R E N E S S P U R C H A S E Unieke boodschap Unieke boodschap Unieke boodschap Marketing goal: see and know my company / campaign Marketing goal: consider my offerings Marketing goal: purchase my brand’s products/services Executie
  18. 18. Data opbouw + 1
  19. 19. Data opbouw + 5
  20. 20. Winnaar! Winnaar! Privé Zakelijk Scoringsmodel Fase Specificatie Mazda2 Mazda3 1 Interactie 1 X X Interactie 2 X X Interactie 1+2 X X Conversie A X Conversie B 4 Conversie A+B X 5 Conversie C 0 Conversie D 3 2 Fase Specificatie Mazda2 Mazda3 1 Interactie 1 X X Interactie 2 X X Interactie 1+2 X X Conversie A X Conversie B 4 Conversie A+B X 5 Conversie C 0 Conversie D 3 2
  21. 21. Fasering campagnes 1 2 3 4 5 0 Fase Sale Intensiteit + - + + + + + -1 -2 Prospects Awareness Brand uiting Model uiting Uiting
  22. 22. Resultaat • Consistente (+fijne) ervaring voor de gebruiker • Efficiënte inzet mediabudget • Tijdig inzicht in modelvoorkeur (t.o.v. modeltargets)
  23. 23. /OogstOnline @OogstOnline 020 7155 220 mark@oogstonline.nl /marklenoble
  24. 24. DataData Data PLATFORM Bezoekers BACKEND/DWH Permissies Deelnemer status CRM CIM Service historie Prijzen

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