2. v Presentation 1:
Google’s Next Projects and the future of digital marketing
Presented by Guy Gelaude & Laurence Baeten
v Presentation 2:
The Full Power of a Cross-Channel Attribution Model
Presented by Gaëtan Godart
v Presentation 3:
Cross Device Tracking - The Future is Now
Presented by Karen Carbonez
v Presentation 4:
First Case in Europe: Google Analytics at every level of your Organization
Presented by Kristien Segers & Emilie Huybrechs
Table of Contents
3. Presentation 1:
Google’s Next Projects and the future of digital
marketing
Presented by Guy Gelaude & Laurence Baeten
14. Some e-commerce facts.
In 2013 in Belgium the internet economy represents
€ 12,0 Billion or 3.5% of the GDP
In 2015: this will be 19,6 Billion or 5%. Key
driver will be E-commerce.
Source: BCG-study (update March 2013): Interneteconomy at the crossroads
15. The Belgian e-commerce landscape
E-commerce in Belgium represents € 4+ Billion
25% of all Belgian online purchases originate from
foreign websites.
60% of online advertising spend aimed towards BE
consumers originates from abroad as well.
Source: BCG-study (update March 2013): Interneteconomy at the crossroads
16. Belgians search more than the Spanish or the
Germans
Google Search volumes across EU-19
17. Belgium still has a low online advertising cost &
#advertisers
Based on the Google Adwords advertising product, size of bubbles equals the population
(CPC is proxy for online advertising cost, and Adwords Depth is proxy for # advertisers in the market)
19. _Transformation of the Consumer Journey_
Stimulus
First Moment
of Truth
Second Moment
of Truth
20. _Transformation of the Consumer Journey_
_The Zero Moment of Truth (ZMOT)_
Stimulus
First Moment
of Truth
Second Moment
of Truth
Pre-shopping |
In-store | In-home
At shelf
In-store
Experience
24. Our media consumption habits have changed
any content, any time, any screen
2010
Digital TV Radio Print
2014
25% 43% 47% 38% 22% 6%16% 4%
Source: Nielsen DBM & Online survey commissioned by Google - TNS Fieldwork 2014
26. 4.4 hours
in front of screens
each day
On average...
150 interactions
with mobile devices per day
27. Our smartphone as most common multi-tasking tool
Base:
Private
smartphone
users
who
use
the
Internet
in
general
and
who
were
online
yesterday
with
their
smartphone,
n=
1000
Q22:
When
you
use
the
Internet
on
your
smartphone,
which
if
any
of
the
following
–
do
you
normally
do
at
the
same
Eme?
78%
Use
smartphone
while…
Play video
games
13%
Read a book
6%
Watch
movies
27%
Watch TV
42%
Listen to
music
39%
Use Internet
32%
Read
magazines/
newspapers
17%
28. 77%
don’t leave home without
their mobile device
Source: Consumer Barometer - Belgium - 2014
35. 2009 … Mobile is coming, prepare yourself
2010 … Mobile is here, prepare yourself
2011 … Year of Mobile
2012 … It truly is the Year of Mobile now !
2013 … You are missing the new Year of Mobile
2014 … MOOOOO-BIIIII-LEEEEEEE
2015 … Let me guess… Mobile ?
Did you hear about the Year of Mobile?
… Mobile is getting boring !
35
36. Source: marymeeker
The way people search & connect changed drastically
36
Mobile
is
a
reality
!
…
Is
it
really?
37. Where is your traffic growth coming from?
Client Case blue2purple: evolution of mobile
37
+45%
overall
growth
39. What are we seeing on mobile?
Client Case blue2purple: evolution of mobile
39
2013
2014
2015
17%
10%
7%
Travel
2013
2014
2015
20%
12%
6%
Finance
2013
2014
2015
24%
18%
10%
Retail
40. Source: Google: The new multi-screen world
Device choice is driven by context
b2p-logo_2014.pngb2p-
logo_2014.png
The amount of
time
we have or need
The goal
we want to acomplish
Our location
The attitude
and state of mind
42. Stay productive & informed through computer
Tablets are for entertainment
42
Context:
Used
at
home
or
office
Task
oriented
Time
consuming
Serious
research
Look for product information
38 %
Use search engines
73 %
Weekly
online
ac,vi,es
Play games
7 %
Watch videos 2-6x a week
17 %
Weekly
online
ac,vi,es
Context:
• Home
• Entertainment
&
browsing
• Unbound
sense
of
Eme
• Relaxed
&
leisurely
35%
of
device
ownership
in
Belgium
43. Source: Google: The new multi-screen world, Consumer barometer, Our Mobile Planet
Always connected through smartphone
43
Context:
• Connect
&
communicate
• Short
amount
of
Eme
• Immediate
&
quick
Communication
86 %
Stay informed
63 %
Weekly
online
ac,vi,es
54%
used
a
smartphone
in
past
7
days
96%
at
home
86%
on
the
go
44. Source: Google: The new multi-screen world
Our daily media interactions today
44
90%
Of
all
interacEons
Are
screenbased
45. Source: Google: The new multi-screen world
Two types of multi-screening
45
SequenEal
Simultaneous
MulE-‐tasking
Complementary
46. 46
Major
access
point
for
research
42%
Of
people
search
on
their
smartphone
daily
Source: Google: Our Mobile Planet
47. They inform our every day life
Google: Our Mobile Planet
47
43% Bars & Restaurants
33% Travel
23% Real Estate
22% Job Offers
58%
Product
informaEon
research
51. SMARTPHONE
Searches are local
Source: Google: Our Mobile Planet
51
84% have looked for
local information
83% will take action as a
result
41
%
Looks
for
local
informaEon
weekly
14%
Research
local
informaEon
daily
55. 86%
14%
What should I focus on?
Flurry: http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.VRqB3rOsUgN
Ventur http://venturebeat.com/2013/04/03/the-mobile-war-is-over-and-the-app-has-won-80-of-mobile-time-spent-in-apps
% of users on sites vs apps stats: Google/Ipsos Multiscreen Industry Study (to be published)
80%
20%
2013
2014
Apps
Mobile web
86%
14%
40%
GAMIN
G &
ENT.
28%
SOCIAL
20%
:
94%
Relies
on
Sites
for
commercial
tasks
User
Time
spent
56. 56
Barriers
to
mobile
websites
are:
1. Too
small
screen
size
(37%)
2. No
trust
in
credit
card
security
(33%)
3. Not
used
to
smartphone
interface
(20%)
4. Hard
to
compare
prices
&
opEons
(20%)
5. Hard
to
type
(19%)
6. Too
much
Eme
to
open
website
(18%)
7. No
visible
product
or
service
informaEon
(12%)
57. 57
61%
leaves
website
if
they
can’t
find
what
they
were
looking
for
immediately
79%
will
go
to
compeEEon
if
they
don’t
like
what
they
find
50%
will
put
loyality
aside
if
you
aren’t
mobile
friendly!
Whose
is
this?
58. Key Takeaways
• It’s not late yet… but stop finding excuses
• Be there at every moment that matters
• Mobile is the new normal
58
59. Thank You
for your undivided
attention
Questions? 59
@blue2purple
#WNB2P
Laurence
Baeten
Business
Development
Manager
65. blue2purple confidential & proprietary
#WNB2P 65
then
why
are
you
tracking
it?
If a metric isn't actionable and you can't do anything to make it better…
66. blue2purple confidential & proprietary
#WNB2P 66
The Mobile Battle
Which
Mobile
should
I
show
on
my
homepage?
VANITY
METRIC
ACTIONABLE
METRIC
68. blue2purple confidential & proprietary
#WNB2P 68
The numbers without context mean… NOTHING
What
does
it
mean?
69. blue2purple confidential & proprietary
#WNB2P 69
Houston, we have a problem
AcEonable
metrics
provide
an
answer
to
these
quesEons:
• How
do
you
gain
or
lose
revenue?
• How
do
you
gain
or
lose
customers?
• What
are
the
key
funcEons
and
benefits
that
people
are
coming
to
you
for?
70. blue2purple confidential & proprietary
#WNB2P
Eric Ries, “The Lean Startup.”
70
The three A-Metrics
AcIonable
Metrics
What
acEons
need
to
be
taken
to
meet
your
goals
A/B
TesEng
Accessible
Metrics
Key
data
should
be
available
to
any
employee,
anyEme,
in
a
maqer
of
minutes
Email
opening
rate?
Auditable
Metrics
Any
member
of
your
team
should
be
able
to
find
the
source
data
and
reproduce
your
report.
71. blue2purple confidential & proprietary
#WNB2P
L’évoluEon
des
impressions
nous
permet
de
voir
que
nous
avons
eu
besoin
de
moins
d’impressions
pour
autant
de
clics.
Nous
constatons
que
la
courbe
des
clics
a
évolué
de
manière
progressive
et
ascendante
pendant
la
campagne.
Nous
observons
qu’
il
y
a
eu
2
vagues
à
tendance
posi?ve:
la
courbe
du
clic
était
au
dessus
de
la
courbe
du
budget,
le
24/01
et
le
27/01.
Nous
avons
u?lisé
moins
de
budget
et
nous
avons
eu
plus
de
clics.
Cela
est
dû
à
notre
op?misa?on.
Augmenta?on
du
nombre
de
clics
suite
à
l’ouverture
de
nouvelles
campagnes
71
The market is guilty
The
amount
of
«
likes
»
increased
by
27%
thanks
to
our
op?misa?on
75. blue2purple confidential & proprietary
#WNB2P 75
You know you can track everything right?
Your-‐-‐-‐Website.be/?utm_source=Youtube&utm_medium=Video&utm_term=video-‐-‐-‐2&utm_campaign=-‐-‐-‐5%
Budget:
5
000€
Target:
450
000
Imp.
80
000
Views
CPV
=
0,06€
76. blue2purple confidential & proprietary
#WNB2P 76
Effect on Global Website Performances
For 5K YouTube Investment: Video Impact
•
• 100K Unique Viewers
vs. 67K unique new visitors on website
• Boost new visitors: +8%
YT intervention in 2.500 conversion funnels
àà3% of total revenues àà83K €
• Initiated 271 conversions
àà12.500€ revenue
77. blue2purple confidential & proprietary
#WNB2P
Macro-‐-‐-‐Conversions
Micro-‐-‐-‐Conversions
Micro-‐-‐-‐Conversions
Micro-‐-‐-‐Conversions
77
Effect on Global Website Performances
You
need
your
own
framework
!
79. blue2purple confidential & proprietary
#WNB2P 79
The Avinash Model
People
who
wear
shoes
People
who
think
they
might
need
new
shoes
People
who
want
to
buy
new
shoes
now
SEE
THINK
DO
Awareness
ConsideraEon
&
EvaluaEon
Purchase
Source = kaushik.net
80. blue2purple confidential & proprietary
#WNB2P 80
The Avinash Model
Source = kaushik.net
SEE
THINK
DO
Awareness
ConsideraEon
&
EvaluaEon
Purchase
81. blue2purple confidential & proprietary
#WNB2P 81
The Avinash Model
• %Brand
Volume
• Brand
volume
Growth
• Growth
of
social
engagement
• Growth
of
video
engagement
• Growth
of
new
users
• Growth
of
site
visit
• Use
of
shoes
creator
• Catalogue
download
• More
info
request
• #
of
shoes
baught
• Total
revenue
thanks
to
shoes
• #
of
upsales
• Profit
(=Rev–Ad
Cost–COGS)
Micro-‐-‐-‐Conversions
Macro-‐-‐-‐Conversions
Source = kaushik.net
SEE
THINK
DO
Awareness
ConsideraEon
&
EvaluaEon
Purchase
82. blue2purple confidential & proprietary
#WNB2P 82
The Avinash Model
• %Brand
Volume
• Brand
volume
Growth
• Growth
of
social
engagement
• Growth
of
video
engagement
• Growth
of
new
users
• Growth
of
site
visit
• Use
of
shoes
creator
• Catalogue
download
• More
info
request
• #
of
shoes
baught
• Total
revenue
thanks
to
shoes
• #
of
upsales
• Profit
(=Rev–Ad
Cost–COGS)
Beqer
view
on
what
is
going
wrong
ààacEon
oriented
!
Micro-‐-‐-‐Conversions
Macro-‐-‐-‐Conversions
Source = kaushik.net
SEE
THINK
DO
Awareness
ConsideraEon
&
EvaluaEon
Purchase
83. blue2purple confidential & proprietary
#WNB2P 83
The Avinash Model
Micro
-‐Conversions
Source = kaushik.net
Macro-‐-‐-‐Conversions
People
who
wears
shoes
People
who
are
thinking
they
might
need
new
shoes
People
who
want
to
buy
new
shoes
now
Happy
Client
#Re-‐-‐-‐buy
#TesEmonials
…
SEE
THINK
DO
CARE
Awareness
ConsideraEon
&
EvaluaEon
Purchase
84. blue2purple confidential & proprietary
#WNB2P 84
Key Take-Aways
• Data means nothing without context
• Identify your stages of consideration
• Map them into “see, think, do, care” consideration stages
• Make sure the organization / agency is focussed on all of them all the time
• Insightful is better than beautifulààStrat with an Excel
85. blue2purple confidential & proprietary
#WNB2P blue2purple confidential & proprietary 26
Thank
You
&
Take
AcEon
now
!
@blue2purple
#WNB2P
88. Why Cross Device
Measurement
"Yeah, we tried it. Doesn’t
convert. Seriously, mobile
drive no value for us.!
Conversion Rates are terrible,
especially compared"
89. Forecast: 30% of searches on Mobile by July 2016
Desktop:
Search
queries
in July 2016
Mobile:
in July 2016
Tablet:
in July 2016
Source: Google Internal data - Share of queries on Smartphones for selected industries BE
13% of traffic
30% of traffic
57% of traffic
Forecast
If mobile is not driving value, you have a serious problem
90. very!low!compared! to!desktop! /!tablet! though...!
Quarter of
Year!
ConversionRate!
!
Source: Monetate Ecommerce Quarterly - http://www.monetate.com/resources/research/!
Mobile!
Tablet!
!
Desktop Conversion
Rate !
is almost 3x the Mobile !
Conversion Rate. Gap !
almost seems to grow
over over time!!
Desktop!
!
For most businesses, mobile conversion rates do seem!
92. but the measurement is broken. Cookies ≠ Users!
1. The New Multi-screen World: Understanding Cross-Platform Consumer Behavior;Google and Ipsos MetdiaCT; U.S; August 2012
2.
What Users Want Most From Mobile Sites Today; Google/Sterling Research/ SmithGeiger, US, July 2012
between devices to
accomplish a goal, e.g. PC,
smartphones, tablet or TV
90%1
of people move
Research shows that Mobile drives conversions on Desktop
94. Desktop session share ha
rapidlydecreased over 2 year
period
Desktop Mobile Tablet
2012/01
SessionShare(%)
Year / Month
2014/012013/072013/012012/07
0%
75%
50%
25%
100%
Desktop session share has
rapidly decreased over 2
year period
Mobile session share has
increased significantly - and
share continuesto grow
Tablet device sessions share
flat since end of 2013
Session Share by Device Category
Desktop session share decreases rapidly
95. Desktop conversion share
decreased over a 2 year p
Desktop Mobile Tablet
2012/01
SessionShare(%)
Year /Month
2014/012013/072013/012012/07
0%
Desktop conversion share has
decreased over a 2 year period
Mobile device conversion share is up
- and continuesto grow
Tablet device conversion share is
flat since end of 2013
75%
50%
25%
Conversion Share by Device Category
100%
Desktop conversionshare decreases as well
96. Desktop Conversion Rates have
increased
2012/01 2012/07 2013/01 2013/07 2014/01
Transaction ShareCvR
Desktop Conversion Rates have
Increased.
Increase is largely a result of
decreasing sessions.
Over that same period, desktop
conversion share dropped.
Result: desktop performanceseems to improve
100
CvR and Transaction Share
97. Percentage of total transactions and percentage
mobile sessions of total sessions per hour of day
0:00
Percentage Percentage of total
Transactions (all devices)Mobile Sessions
of total Sessions
%ofsessionsonamobiledevice&%oftotal
transaction
Hour of Day
20:0015:0010:005:00
0%
6%
12%
18%
Mobile Devices are used at
those times of day when
consumers are not converting.
They are looking for
inspiration and performing
pre-purchase research.
Transactions tend to happen
when consumers are either at
work or at home, with access to
a desktop device.
24%
Mobile for inspiration and research
98. As users perform pre-purchase
research on other devices, they visit
your website on a desktop
AveragePage views for Desktop converting
sessions (indexed)
Averagesession duration for Desktop
converting sessions (indexed)
As users perform pre-purchase
research on other devices, they visit
your website on a desktop knowing
exactly what they want.
As a result,they visit less pages on your
site before converting.
Desktopusers that convert need less
time on your site.
Desktop users now convert much faster!
99. With pre-conversion research
completed (on other devices),
more desktop users convert during
their first session on
Percentage of Desktop conversions by
new users
1
With pre-conversion research
completed (on other devices),
more desktop users convert
during their first session on your
site
More desktopusers convert in their 1st session
100. ● Real traffic growth comes from mobile devices
● And, more customers now convert on mobile devices
● But… desktop CvR is increasing
● Becausecustomers use mobile to research / discover
● And, are informedand readyto convert on DESKTOP
Quick recap of what we looked at so far
101. $
Conversion Rate (CvR)
=
Conversions / Visits
Visits Conversions
Consumers have just one device
and only interact with your
website on that device
Whenthey decide to make a
purchase, they do it on that
same device
Performance trends are
reflected in Conversion Rates
How it used to be..
102. $
Conversion Rate (CvR)
= Conversions /
Sessions
Sessions Conversions
$
$
Consumers now have many
devicesand can interact with your
website(s) on all of those devices
Whenthey decide to make a
purchase, they can now do so on
any of their devices
Performancetrends are no longer
reflected in Conversion Rates,
which is an in-device metric
In a multi-device world it’s complicated
104. ce C
C
PREFERREDBASIC LONG PROCESS
MULTI DEVICE ADWORDS UA User-ID Ad Experiments
Advertiser it’s good for:
Comfortable to steer Mobile
advertising in a holistic
manner
Advertiser it’s good for:
Uses Adwords Conversion
Tracking, already opted some
spend into mobile
Advertiser it’s good for:
Uses Universal Analytics,
has way to authenticate
users (e.g. website login)
UA User-ID
tracking
Cross-device
onversions
Multi Devi
Conv. rate
How to set Mobile Bids in a Multiscreen world?
105. ce C
C
PREFERREDBASIC LONG PROCESS
MULTI DEVICE ADWORDS UA User-ID Ad Experiments
CHOOSE THE SOLUTION THAT IS RIGHT FOR YOU
UA User-ID
tracking
Cross-device
conversions
Multi Devi
Conv. rate
106. ce C
C
PREFERRED!BASIC LONG PROCESS
MULTI DEVICE ADWORDS UA User-ID Ad Experiments
How to set Mobile Bids in a Multiscreen world?
Multi Devi
Conv. rate
Advertiser it’s good for:
Comfortable to steer Mobile
advertising in a holistic
manner
Action:
Set Mobile bids based on
Top of Page target and
monitor Multi Device
Conversion Rate of total
website traffic
Cross-device UA User-ID
onversions tracking
Advertiser it’s good for: Advertiser it’s good for:
Uses Adwords Conversion Uses Universal Analytics,
Tracking, already opted has way to authenticate some
spend into mobile users (e.g. website login)
Action: Action:
Set Mobile bids based on Set Mobile bids based on
uplift of Ad Groups where insights of web-to-web or we
can report CDC and app-to-app devicepaths
extrapolate to rest of of authenticatedusers account
107. $
trends are reflectedin Multi-
Multi-Device CvR
=
Sessions across ALL devices
MULTI DEVICE CVR
Conversions
Conversions on 1 device
Sessions
Performanceand consumer
Device CvR
Whenthey decide to make a
purchase, they do so on just
one device
Consumers have many devices
and can interact with your site(s)
on all devices before purchasing
1. Multi-Device Conversion Rate
108. ce
MULTI DEVICE
Action:
Set Mobile bids based
on Top of Page rate
Monitor the Multi-Device
Conversion Rate
Multi Devi
Conv. rate
How to use Multi Device Conversionrate to bid?
109. ce C
C
PREFERRED!BASIC LONG PROCESS
MULTI DEVICE ADWORDS UA User-ID Ad Experiments
Advertiser it’s good for:
Comfortable to steer Mobile
advertising in a holistic
manner
Action:
Set Mobile bids based on
Top of Page target and
monitor Multi Device
Conversion Rate of total
website traffic
Advertiser it’s good for:
Uses Adwords Conversion
Tracking, already opted some
spend into mobile
Action:
Set Mobile bids based on
uplift of Ad Groupswhere
we can report CDC and
extrapolate to rest of account
Advertiser it’s good for:
Uses Universal Analytics,
has way to authenticate
users (e.g. website login)
Action:
Set Mobile bids based on
insights of web-to-web or
app-to-app devicepaths of
authenticatedusers
UA User-ID
tracking
Cross-device
onversions
Multi Devi
Conv. rate
How to set Mobile Bids in a Multiscreen world?
110. NO
IMPLEMENTATION
INSIGHTS INTO HOW
TO INVEST MORE
EFFICIENTLY
ADWORDS CDC
FULLER VIEW OF PERFORMANCE,
ESP. FOR MOBILE CAMPAIGNSNO IMPLEMENTATION
NEEDED BEYOND
ADWORDS
CONVERSION
TRACKING
2. Adwords Cross Device Conversions
111. Services on Mobile Services on Laptop
ADWORDS CDC
- This reporting only works when “paid search” is the last channel on the previousdevice.
- We don’t report on every campaign as we only show a number when 95% statisticalrelevant.
- In conclusion,the most conservative estimate of cross device conversions.
User Signed into to Google
Services on Laptop
User Signed into to Google
In a nutshell: how it works
112. ADWORDS CDC
1. Analyse Cross Device Conversions impact
2. Calculate typical uplift on the reported Ad Groups
3. Use this uplift to calculate mBids for all Ad Groups
How to use Adwords Cross Device Conversions to bid?
113. ce C
C
PREFERRED!BASIC LONG PROCESS
MULTI DEVICE ADWORDS UA User-ID Ad Experiments
Advertiser it’s good for:
Comfortable to steer Mobile
advertising in a holistic
manner
Action:
Set Mobile bids based on
Top of Page target and
monitor Multi Device
Conversion Rate of total
website traffic
Advertiser it’s good for:
Uses Adwords Conversion
Tracking, already opted some
spend into mobile
Action:
Set Mobile bids based on
uplift of Ad Groupswhere
we can report CDC and
extrapolate to rest of account
Advertiser it’s good for:
Uses Universal Analytics,
has way to authenticate
users (e.g. website login)
Action:
Set Mobile bids based on
insights of web-to-web or
app-to-app devicepaths of
authenticatedusers
UA User-ID
tracking
Cross-device
onversions
Multi Devi
Conv. rate
How to set Mobile Bids in a Multiscreen world?
114. From sessionbased to USER focussed measurement
UA User-ID
The Universal Analytics User-ID
feature helps link together
sessions by the same user on
different devices*
* You need to be able to identify the user
(e.g. upon login to your site) and pass a
User Identifier to UA (non-pii!)
<UID> <UID> <UID> <UID>
3. Universal Analytics User-ID Tracking
115. UA User-ID
1. Analyse Cross Device Conversions impact for your logged-in users
2. Calculate typical uplift for these logged-in users
3. Use this uplift to calculate mBids for all Ad Groups
How to use UA User-ID tracking to bid?
116. ○ Based on cross-device conversions uplift in AdWords
○ Based on cross-device conversions uplift for logged-inusers in UA
● Consumers are increasinglyrelying on mobile deviceswhen searching
online
● Mobile advertising influences desktop sales
● Thereare three ways to set mobile bids takingthese cross-deviceeffects
into account:
○ Based on target top of page rate
Quick recap on how to set mobile bids in a multiscreen world
117. Presentation 4:
First Case in Europe: Google Analytics at
every level of your Organisation
Presented by Kristien Segers & Emilie Huybrechs
120. Does your customer experience (Mobile) reflect this reality?
Are you ready for the future?
Our media consumption habits have changed
any content, any time, any screen
2010
Digital TV Radio Print 2014
25% 43% 47% 38% 22% 6%16% 4%
Source: Nielsen DBM & Online survey commissioned by Google - TNS Fieldwork 2014
Does your customer experience (Mobile) reflect this reality?
Are you ready for the future?
122. There is no need for another framework...
… just one that summarizes them all by putting the CUSTOMER first instead of the division (Marketing, eCommerce…)
Largest addressable qualified audience!
Current customers,
With two commercial transactions.
Largest addressable qualified audience,
with some commercial intent.
Largest addressable qualified audience,
with loads of commercial intent
See
Think
Do
Care
123. STDC for Brussels Airlines
People who love/need to travel.
(And have money)
People who have purchased from us twice, or more.
People who love/need to travel,
and are thinking about going on holiday/a trip.
People who love/need to travel, are thinking about going
on holiday/ a trip and are in the later stages of a
purchase.
See
Think
Do
Care
?
Engagement /
Content
strategy
?Marketing
strategy
?Measurement
strategy
124. Re-evaluate all your digital efforts
Are you truly measuring each
stage optimally?
Are your initiatives broad
enough and optimized for
each stage?
Identify gaps
Content/Engagement Marketing Measurement
126. Engagement/Content: don’t forget about multi-screen
Bring your content strategy to a Multi-Screen level!
● Deliver a flawless experience across devices
● Facilitate switching between devices by through
apps, saved searches, sharing with friends, price
alerts...
127. Marketing: who are we solving for?
1. Is our ad creative, targeting and purpose properly aligned
with the consideration stage and audience?
2. Is this all we can accomplish from this type of advertising
on the internet?
● See: broad, demographic, psychographic, primarily branding
● Think: narrower creative, present value of brand and drive
direct engagement (email, video, app downloads)
● Do: drive €€€ outcome
Is it for the audience in the See stage, in the Think stage or in the Do stage?
128. Measurement: Don’t obsess over conversion rate
Current conversion Rate = 3.5%*
Will you be judging the success of your entire
marketing strategy through a 3.5% lens?
“You are judging a fish by it’s ability to climb a
tree” (A. Kaushik)
*dummy data
129. Measurement: Align your marketing focus areas
Start to kill what doesn’t work and optimize
the potential against these metrics...
131. KPI’s
People who love/need to travel.
(And have money)
à Main objective : build brand Awareness
People who have purchased from us twice, or more.`
à Main objective : drive sales
People who love/need to travel,
and are thinking about going on holiday/a trip.
à Main objective : Get people to visit your site
People who love/need to travel,
are thinking about going on holiday/ a trip
and are in the later stages of a purchase.
à Main objective : drive sales
See
Think
Do
Care
134. Advantages of the dashboard
● Custom made
● Suits all vertical
● Consolidated data
● Simple to use
● CUSTOMER centric
135. Setting the scene
This was the result of working hard in a close 3-way collaboration
between Brussels Airlines - Blue2Purple - Google
...and a little bit of fun...
