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PostNord Retail Day 2018 Mattias Andersson

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Mattias är VD på Friends & Insights, som är en ny marketing automationbyrå hos koncernen House of Friends. Mattias kommer tidigare från SAS där han var Head of CRM analytics.

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PostNord Retail Day 2018 Mattias Andersson

  1. 1. H O U S E O F F R I E N D S © 2 0 1 8 Mer lönsam kommunikation via Marketing Automation Mattias Andersson Friends & Insights (a part of House of Friends)
  2. 2. H O U S E O F F R I E N D S © 2 0 1 8 Mattias Andersson Partner Friends & Insights (part of House of Friends) Head of CRM Analytics | SAS Business Analyst Manager | Telia CRM- & Kundklubbsansvarig | Twilfit Head of Analytics | 3 Sverige Part of the book ”30 Advices from 30 Greatest Professionals in 
 CRM and Customer Service in the World”
  3. 3. H O U S E O F F R I E N D S © 2 0 1 8 MålgruppKanal Budskap Timing
  4. 4. H O U S E O F F R I E N D S © 2 0 1 8 Customer enter site Product Landing page O pt in Customer goes
 directly to landing page Clicked in email 1a. – Customer search for car model on Google • Clicks on an organic post on Facebook * or no email address available 1b. Customer searched for car model 2. 24h Customer profile, no purchase of product 3. O pt O ut* sales email no 1, 
 focus: inspiration 4a. External banner with product 4b. 5 days External banner with product 5b. Sales email no 2, focus: CTA 5a. Noactioninemail 5days Landing page
  5. 5. H O U S E O F F R I E N D S © 2 0 1 8 EMAIL xxx.com APP PAID SEARCH EXTERNAL MEDIA SOCIAL MEDIA Low costchannels High costchannels Data Campaigns Strategies Fatigue ROI Frequency Cap
  6. 6. H O U S E O F F R I E N D S © 2 0 1 8 Attribution models First click
  7. 7. H O U S E O F F R I E N D S © 2 0 1 8 Attribution models Last click First click
  8. 8. H O U S E O F F R I E N D S © 2 0 1 8 Attribution models Linear First click Last click
  9. 9. H O U S E O F F R I E N D S © 2 0 1 8 Attribution models Time-Decay First click Last click Linear
  10. 10. H O U S E O F F R I E N D S © 2 0 1 8 Attribution models Time-DecayFirst click Last click Linear Data driven
  11. 11. H O U S E O F F R I E N D S © 2 0 1 8 Attribution models Time-DecayFirst click Last click Linear Data driven
  12. 12. H O U S E O F F R I E N D S © 2 0 1 8 Attribution models Likelihood of purchase 2% 3% Search Search Display Email Email Likelihood of purchase Increased likelihood of purchase by 50% Likelihood of purchase Time-DecayFirst click Last click Linear Data driven
  13. 13. H O U S E O F F R I E N D S © 2 0 1 8 Testa budskap (…och kanal och målgrupp och timing)
  14. 14. H O U S E O F F R I E N D S © 2 0 1 8 Testa budskap (…och kanal och målgrupp och timing) …men även om du har världens bästa IT-system och världens bästa data…
  15. 15. H O U S E O F F R I E N D S © 2 0 1 8 …så måste du arbeta på helt nytt sätt
  16. 16. H O U S E O F F R I E N D S © 2 0 1 8 Customer enter site Product Landing page O pt in Customer goes
 directly to landing page Clicked in email 1a. – Customer search for car model on Google • Clicks on an organic post on Facebook * or no email address available 1b. Customer searched for car model 2. 24h Customer profile, no purchase of product 3. O pt O ut* sales email no 1, 
 focus: inspiration 4a. External banner with product 4b. 5 days External banner with product 5b. Sales email no 2, focus: CTA 5a. Noactioninemail 5days Landing page BRING DATA(BASES) & EMPLOYEES TOGETHER
  17. 17. H O U S E O F F R I E N D S © 2 0 1 8 mattias.andersson@houseoffriends.se 073 – 511 33 71 http://linkedin.com/in/mattiasandersson1 friendsinsights Mattias Andersson Partner Friends & Insights (a part of House of Friends)

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