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IgnitionOne - Kişi Odaklı Attribution & Marketing Automation > Webazzi Dijital 14
Bulut bazlı dijital pazarlama çözümü IgnitionOne Türkiye lansmanını gerçekleştirdi. Atlanta merkezli IgnitionOne‘da 7 yıl görev yapan Yusef Akyüz, IgnitionOne’ın Türkiye adımına değinerek kişi odaklı niteliklendirme ve pazarlama otomasyonunu anlattı. Merkezi medya yönetimi yapabilmeye olanak tanıyan IgnitionOne, çapraz kanal pazarlama yönetimi ve davranış teknolojisi desteğiyle arama motoru reklamcılığı, display reklamcılığın da aralarında bulunduğu pazarlama otomasyon araçlarını barındırıyor. IgnitionOne’ın Türkiye adımıyla birlikte hedefini Ortadoğu pazarına doğru genişletmiş olacak. webrazzi-dijital-ignitionone Özellikle web sitesindeki kullanıcıyı sınıflandırarak, kişiye özel teklif sunma konusunda dikkat çeken Yusef Akyüz, IgnitionOne’ın Volkswagen’le yaptığı bir çalışmadan örnek verdi. Volkswagen, sitesini ziyaret eden yaklaşık 4.5 milyon 78 bin etkileşim sağlayarak 3,337 başvuru almış. Başvuru ile ziyaret sayısını orantılayınca düşük bir oran gibi görünse de hali hazırda sitede var olan kullanıcının başvurusunu alarak, marka önemli ölçüde reklamda fırsat maliyeti yakalamış oluyor. Site içi çözümlerin haricinde harici alanlarda reklam hizmeti sunan IgnitionOneile ilgili detaylı bilgi edinmek isteyenler buradan ulaşabilirler.
IgnitionOne - Kişi Odaklı Attribution & Marketing Automation > Webazzi Dijital 14
- 1. 11 Digital Marketing Suite YusefAkyüz IGNITIONONE : Mart 2014
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- 3. 33 İDEAL DİJİTAL PAZARLAMANASIL OLMALI? BASİT EYLEM E DÖNÜ K ÖLÇÜLEBİLİR
- 4. 4 SORUN NEREDE? Zaman ve parasınırlı olduğu için verimlilik çok önemlidir Veri toplama ve karmaşık attribution sadece rapor bazlı kalıp eyleme dönüşmez Karmaşık ve çoklu teknololiler ayrı eğitim ve destek gerektirir Çoklu temas noktaları doğru ROI’yı göstermek ve entegre etmekte zorluk çıkarır
- 5. 5 SKU, Data package Attributed Exposures OrderID Conversion Events HERŞEY KULLANICIYLA BAŞLAR FIRST PARTY (CRM) EXPOSURES THIRD PARTY TRANSACTION PROFILE ON-SITE Display Requests – lost & won: time, creative, bid, URL, geo… Search Click – time, kwd, CPC… Site Optimization Interactions Other: email, affiliate Interests Propensity to buy Device ID Geo Click path Blue Kai Exelate Others Customer ID Sub Info: Renewal date, package, lifetime value Demographics Anonymixed PII: Credit score, etc 850SCORE
- 6. 6 Putting the individualat the centreDIGITAL MARKETING SUITE
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- 10. 10 ATTRIBUTION TANIMI “Attribution isthe practice of allocating partial value to different touch points (RUNNERS) within the customer journey which have influenced a sale (FINISH LINE) or another desired outcome” -Econsultancy
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- 16. 16 CAT’in BARSELONA TATİLİNİALMASINDA HANGİ MECRA ETKİLİ OLDU?
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- 19. 19 Analyze the interactionsbetween channels & tactics. Identify opportunities to reduce inefficient channel overlap & optimize channel synergy. ATTRIBUTION REPORT 19 PAID SEARCH ORGANIC SEARCH DISPLAY REMARKETING SOCIALPAID SEARCH ORGANIC SEARCH DISPLAY REMARKETING SOCIAL EXPOSURE S 1ST 2ND 3RD 4T H 5T H FINA L AVG SCO RE PAT H SIZE TRAN S REVENUE AVG REV PER CONV AVG LAT IN DAYS24 47 11 31 29 52 33 30 41 5 2 5 5 2 2 1 1 1 3262 1 3195 4 2730 6 8262 8158 7047 4706 4448 4258 15.8% 15.5% 13.2% 4.0% 3.9% 3.4% 2.3% 2.1% 2.0% $15,574,28 7 $5,623,525 $8,082,003 $2,809,245 $1,691,747 $1,574,267 $903,684 $840,784 $811,950 $197 $203 $194 $223 $207 $340 $205 $252 $477 0.56 0.53 0.50 1.76 0.64 1.88 4.22 2.12 1.56 % TOTAL CONVE RS
- 20. 2020 EYLEME DÖNÜK ATTRIBUTION!!! Paid Search Display Social
- 21. 2121 ESNEK ATTRIBUTION Primary Profile:Last Exposure Secondary Profile: Even Attribution Priorities Exposure Type Weight Lookback Windows (days) Tier 1 Paid Search Other Media 3rd Party Ad Server Data Click Click Click 100 90 100 100 90 90 Tier 2 3rd Party Ad Server Data View 100 90 Display Click 100 30 Tier 3 Organic Search Click 100 90 Tier 4 Social Media Click 100 90 Display View 100 30 Priorities Exposure Type Weight Lookback Windows (days) Tier 1 Paid Search Click 100 90 3rd Party Ad Server DataClick 100 90 Display Click 100 30 Tier 2 3rd Party Ad Server DataView 100 90 Display View 100 90 Tier 3 Other Media Click 100 90 Organic Search Click 100 90 Tier 4 Social Media Click 100 90 Attribution AB Testi ile gerçek zamanlı olarak hangi attribution modelini seçeceğinize verinizin sisteme nasıl akacağına karar verebilirsiniz
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- 24. 24 26% gömlek 43% ayakkabı 27%gözlük MIN. SPENT ON-SITE PAST PURCHASER HOURS BETWEEN VISIT KEYWORDS SEARCHED NEW VISTOR OF SITE SITE CATEGORIES VISITED REFERRING URL Paid Search Display Social On-site 850SCORE HERŞEY KULLANICIYLA BAŞLAR
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- 34. 3434 EYLEME DÖNÜK ETKİLEŞİMSKORLAMA !!! DisplaySite içiLead Generation Email / CRM
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- 36. 36 DURUM VOLKSWAGEN Turkey Volkswagen Türkiye,CRM çalışmaları için yüksek kaliteli ve baştan sona nokta atışıyla bulunmuş leadler gönderecek bir Lead Generation aracı arayışı içindeydi.
- 37. 37 ÇÖZÜM Volkswagen Türkiye sitesindeIgnitionOne’ın kategori ve model haritalandırmasıyla her ziyaretçiye kişisel birer profil çıkartan kitle skorlama motorunu kullandı.
- 38. 38 ÇÖZÜM IgnitionOne etkileşim skoruen yüksek olan ziyaretçilere en fazla ilgilendikleri modellerin içeriğiyle alakalı pop-in’ler (etkilşeim) gösterek bu ziyaretçileri yüksek kaliteli leadlere dönüştürdü Test Süreci: 12 Hafta
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- 41. 41 METODOLOJİ TÜM ZİYARETÇİLE R GROUP A Pop-in Gösterme GROUP B Pop-inGöster 20 % 80% Doldurulan Volkswagen İletişim Form Sayısı versus Doldurulan IgnitionOne Lead Form Sayısı arasındaki UPLIFT
- 42. 42 SONUÇLAR 4,514,984 ZİYARETÇİ 78,617 ETKİLEŞİM 3,337LEAD 1.74% Show Rate 4.24 % Fill in Rate • 2,773 Fiyat Teklifi • 564 Test Sürüşü • 92.71% Uplift – Normal İletişim Formu ile karşılaştırıldığında ??? SATI Ş
- 43. 43 x 5 x4 x 3x 7 x 2 Test Sırasında Toplanan Leadlerden Satışa Dönüş Sayısı
- 44. 44 TEŞEKKÜRLER Yusef Akyüz yusef.akyuz@ignitionone.com Direct: +90216.706.1420 Mobile: +90 533.519.4960 www.ignitionone.com/tr www.digitalmarketingsuite.com @ignitionone
Editor's Notes
- #5 FRAGMENTATION HURTS MARKETERSSilo’d media management, attribution, ad serving, onsite conversion,Multiple technologies cause inefficiencies and integration woesData silos result in separated data that is not actionable and hampers progress Less time to be strategic when being so tacticalROI is harder to realize
- #7 By integrating you digital marketing spend and insuring that the individual consumer is at the centre of that approach. You are now able to gain efficiencies which bring the true value of marketing automation to life.
- #10 Ask people to name these folks – Yohan BlakeMichael FraterNesta Carter Usain Bolt
- #11 Attribution müşteri yolculuğundaki satış veya eylemi etkileyen bütün temas noktalarına kısmi değer verilme uygulamasıdır
- #12 Cat ile tanışınAslen İtalyan asıllı UK Pazarlama Müdürümümüz Rachel ile birlikte Webrazzi için çok çalıştılar sağolsunLondra’nın yağmurlu havasından bunalan Cat, gün içi hayal kurmaya başlar ve Barcelona seyahati
- #13 Lucy searches on Google typing ‘Affordable city car” and see the Vauxhall paid search add. See clicks on it and lands on the Opel website.
- #14 Two days later, she sees a Facebook ad of the Corsa and visits the website once more.
- #15 Again, one week later when visiting a news site, a promotion draws her attention and she visits the Opel website for the 3rd time
- #16 On the 6th of July, Lucy decidesto have a look at the Corsaagainandsees the paid search addwhenshe types ‘VauxhallCorsa’. Sherequests a test-drive. For Vauxhall, Lucy is nowconvertedinto a lead.
- #17 Marketers are trying to work out how much value to ascribe to exposures in the exposure sequence
- #24 Our shared history has many examples of the type of sea-change we are facing now- where complexity rises to an apex and then gives way to innovation and simplicity. An excellent example of this is Ford and his assembly line. Before Ford, parts were assembled piecemeal and then constructed over time. The assembly line streamlined the creation of building a car so that they could be built faster and more efficiently. This not only changed how cars were made, but also opened the door to whole new possibilities. By reducing complexity, cars were made available to the masses, changing the shape and fabric of our country, bringing us into a new age. And bringing 15 million Model T’s to the road in the process. This was much faster than previous methods, increasing production by eight to one (requiring 12.5 man-hours before, 1 hour 33 minutes after), while using less manpower.The digital marketing technology industry faces a similar turning point. We need to turn away from disparate pieces of technology that don’t allow the marketer or agency to streamline the creation, distribution and measurement of digital media. We need to open the doors to the potential to be smarter by integrating the pieces together. You don’t have to cobble together insights piecemeal in an excel spreadsheet.Marketers don’t have time to think about the possibilities of having all their data working together because they’re too busy making all the pieces work at all. They are in the same place as consumers who didn’t even know that getting from one place to another in an hour and not a day was even a possibility. The assembly line made the car more efficient to produce and therefore cheaper, and opened up the possibility – just as streamlined technology will open doors for marketers.Soon, companies had to have assembly lines, or risk going broke by not being able to compete; by 1930, 250 companies which did not had disappeared. Hmmmmm. Sound familiar?Read !! Especially considering how much is spent on owned, operated and earned media and the associated data we are able to glean from it. How much is spent on the maintenancne and administration of CRM systems, it seems a shame that all of this is limited to emailIn practice it is the Attraction, Nurturing, Prioritisation and evenutal capture new customers, exisiting customers that you are seeking to migrate to other products and latent customers who you seek to re-engage with. But using broad brushstokes and even at the dawn of 2014. Most marketing automation solutions are email led ! According to ‘Marketing Weeks’ Annual marketers survey which was released last week. Marketing departments have never been under more pressure. Under resourced in the post recession climate, with delivery expectations raising. Isn’t it about time that the frame of reference for Marketing Automation moved beyond an email – which in all likeliehood is to someone that brands already know or gets stuck in a spam folder and doesn’t engage it’s intended target.The theme of 2013 was big data – we’ve all got it nowBut how are brands using it? – particularly the first party data from their websitesMarketing automation becomes about emailing the individuals brands’ knowBut the data available let’s them talk directly to the individuals that haven’t used their brand before
- #25 From capturing purchase history, to referal URL’s we have a deep mine of information to resource from. However currently it still relies on reach and frequncy and broad demo profiles to achieve any value. It is still GROUPS of people being targeted within a siloed search strategy, or display . Which means budgets are inefficient and most importanty we are not achieving what marketing automation truly can deliver. Which is to embrace the individual, put them at the centre of a true integrated marketing approach to acknoweldge the rich complexity of the modern consumer. You are now able to use your 1st party data to target and model to attract, nurture, prioritise and capture an individual whether they are known or unknown to your brand. It feels like a waste to use our CRM’s