„Save your digital life!“
in a sea of Big Data…
Fred Pellenaars Ralf Haberich
Country Manager CCO
Benelux
MIE 2014

Utrech...





100+ Employees
Headquarter Berlin
Dedicated Partner Program
> 40% Annual Revenue Growth every year
Successful with Big Data and analytics

Know if you
are
prepared

How and where to
start

Have seen 2
relevant
Case studie...
Context – Big Data

Variety, volume
and
Velocity
Big Data analytics–value?
Extract business value by revealing correlations on:
 Trends
 Hidden drivers of profit
 Oppor...
Big Data - How the boss sees it
Big Data – In reality
Where to start?

1. Be prepared
team, data

2.Focus
goal
rule out assumptions

3. Start with asking
the right questions
Asking the right questions

Follow the money trail
In the end all Big Data and analytics should lead to succes
More profit
Then start with small steps

Look for small changes
that drive
Big Bucks
Example: TV commercials vs. Online revenue
Context

 Dutch TV spot market 800 million euro
 Viewing time:H1, new record: 201 minutes (6+) per person
 Cost of one ...
CASE STUDY

„Driving eCommerce with TV Commercials“
Company WIRKAUFENS
Location Germany
About wirkaufens.de

 Founded 2008
 100+ Employees in Frankfurt & Berlin
 Online marketplace for buying your Second Han...
Watches TV commercial

Visits Website

Analysis
Traffic

Brand Search
Direct Entry
Newsletter
Campaign
Traffic

TV Spot
t0

time
Traffic

Brand Search
Direct Entry
Newsletter
Campaign
Traffic

TV Spot
t0

time
Traffic

Spot related
Brand Search
Spot related
Direct Entry
Newsletter
Campaign
Traffic

TV Spot
t0 - X minutes

t0

t0 +...
Number of TV Visitors - per Minute
Transaction Influence - per Commercial
Learnings

 Data beats assumption
 Valuable and actionable insights on impact of
 Specific TV spot
 Specific TV campai...
CASE STUDY

„Model Selection via eCommerce analytics“
Company Anonymous
Location Hongkong
About the Company

 Founded 1970s
 15.000 Employees Worldwide
 Fashion Shopping
 Women
 Men
 Kids

 10,000 Stores/W...
Is a blonde model
the best choice
to sell bikinis online?
Fashion Brand re-structured photo shoots
by analysing the model impact on sales and
increased orders by 38% to achieve a s...
Data-Driven Companies perform stronger
&
will take the Lead
(Company Value, Marketing Knowledge, ROI)

Output

Business
Optimization

Data
Integration
Analysis
Data CollectionReporti...
(Company Value, Marketing Knowledge, ROI)

Output

Statistics

Digital
Intelligence

Web Analytics

Business
Optimization
...
(Company Value, Marketing Knowledge, ROI)

Output

Statistics

Digital
Intelligence

Web Analytics
Customer
Journey

Real
...
(Company Value, Marketing Knowledge, ROI)

Output

Gartner Hype Cycle

Statistics

Digital
Intelligence

Web Analytics
Cus...
The Digital Marketing Challenges

Digital Marketing World

Control
Campaign
Budgets

Optimize
Advertising
& Reach

A/B Tes...
WRAP UP

Be prepared
Focus
Small changes, big bucks
Thank You

Amsterdam | Beijing | Berlin | Frankfurt | Madrid | Milan | San Francisco

More info:
Fred Pellenaars, Country ...
´Save your Digital Life!´ - MIE2014 Webtrekk
´Save your Digital Life!´ - MIE2014 Webtrekk
´Save your Digital Life!´ - MIE2014 Webtrekk
´Save your Digital Life!´ - MIE2014 Webtrekk
´Save your Digital Life!´ - MIE2014 Webtrekk
´Save your Digital Life!´ - MIE2014 Webtrekk
Upcoming SlideShare
Loading in …5
×

´Save your Digital Life!´ - MIE2014 Webtrekk

600 views

Published on

Webtrekk´s presentation at the Marketing Insights & Big Data event 2014, Utrecht.
Be prepared, focus and look for small changes that drive big bucks.
E.g. measuring impact TV commercials on online revenue.

For more info please contact Fred Pellenaars, Country manager Benelux
fred.pellenaars@webtrekk.com
+31 6 347 11 500

Published in: Marketing, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
600
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

´Save your Digital Life!´ - MIE2014 Webtrekk

  1. 1. „Save your digital life!“ in a sea of Big Data… Fred Pellenaars Ralf Haberich Country Manager CCO Benelux MIE 2014 Utrecht Welcome to the
  2. 2.     100+ Employees Headquarter Berlin Dedicated Partner Program > 40% Annual Revenue Growth every year
  3. 3. Successful with Big Data and analytics Know if you are prepared How and where to start Have seen 2 relevant Case studies Welcome to the
  4. 4. Context – Big Data Variety, volume and Velocity
  5. 5. Big Data analytics–value? Extract business value by revealing correlations on:  Trends  Hidden drivers of profit  Opportunities “In some industries it will be the difference between surviving and not surviving” Source: /www.mckinsey.com/insights/strategy/are_you_ready_for_the_era_of_big_data
  6. 6. Big Data - How the boss sees it
  7. 7. Big Data – In reality
  8. 8. Where to start? 1. Be prepared team, data 2.Focus goal rule out assumptions 3. Start with asking the right questions
  9. 9. Asking the right questions Follow the money trail In the end all Big Data and analytics should lead to succes More profit
  10. 10. Then start with small steps Look for small changes that drive Big Bucks
  11. 11. Example: TV commercials vs. Online revenue
  12. 12. Context  Dutch TV spot market 800 million euro  Viewing time:H1, new record: 201 minutes (6+) per person  Cost of one 30 second tv spot prime time: € 20k  Producing costs, film set costs, internal costs.  Budget TV commercial campaign, between 50 and 500k Good investment ?
  13. 13. CASE STUDY „Driving eCommerce with TV Commercials“ Company WIRKAUFENS Location Germany
  14. 14. About wirkaufens.de  Founded 2008  100+ Employees in Frankfurt & Berlin  Online marketplace for buying your Second Hand  Mobile  MP3  Navigation  Turnover €20 Million
  15. 15. Watches TV commercial Visits Website Analysis
  16. 16. Traffic Brand Search Direct Entry Newsletter Campaign Traffic TV Spot t0 time
  17. 17. Traffic Brand Search Direct Entry Newsletter Campaign Traffic TV Spot t0 time
  18. 18. Traffic Spot related Brand Search Spot related Direct Entry Newsletter Campaign Traffic TV Spot t0 - X minutes t0 t0 + X minutes time
  19. 19. Number of TV Visitors - per Minute
  20. 20. Transaction Influence - per Commercial
  21. 21. Learnings  Data beats assumption  Valuable and actionable insights on impact of  Specific TV spot  Specific TV campaign  Value driver or not Suitable for and
  22. 22. CASE STUDY „Model Selection via eCommerce analytics“ Company Anonymous Location Hongkong
  23. 23. About the Company  Founded 1970s  15.000 Employees Worldwide  Fashion Shopping  Women  Men  Kids  10,000 Stores/Wholesales  Turnover $4.5 Billion
  24. 24. Is a blonde model the best choice to sell bikinis online?
  25. 25. Fashion Brand re-structured photo shoots by analysing the model impact on sales and increased orders by 38% to achieve a seasonal turnover increase of $960,000.
  26. 26. Data-Driven Companies perform stronger & will take the Lead
  27. 27. (Company Value, Marketing Knowledge, ROI) Output Business Optimization Data Integration Analysis Data CollectionReporting Website Optimization Input (Time, Effort)
  28. 28. (Company Value, Marketing Knowledge, ROI) Output Statistics Digital Intelligence Web Analytics Business Optimization Data Integration Analysis Data CollectionReporting Website Optimization Input (Time, Effort)
  29. 29. (Company Value, Marketing Knowledge, ROI) Output Statistics Digital Intelligence Web Analytics Customer Journey Real Time Business Optimization Segmentation Tagging Data Integration Analysis Data CollectionReporting Website Optimization Input (Time, Effort) Real OnlineOffline Combination
  30. 30. (Company Value, Marketing Knowledge, ROI) Output Gartner Hype Cycle Statistics Digital Intelligence Web Analytics Customer Journey Real Time Business Optimization Segmentation Tagging Data Integration Analysis Data CollectionReporting Website Optimization Input (Time, Effort) Real OnlineOffline Combination Digital Intelligence Model ©by Ralf Haberich
  31. 31. The Digital Marketing Challenges Digital Marketing World Control Campaign Budgets Optimize Advertising & Reach A/B Testing Keyword Tracking Real Time Bidding Tag-Management Recommendations Multivariate Testing Campaign Controlling Re-Targeting TV/Print/Instore Mobile Analytics Merchandising Landing Page & Customer Tracking Behavioral Targeting Trusted Data E-Commerce Onsite Targeting User Experience Attribution Modelling Predictive Targeting 1-First / 3rd Predictive Analytics Digital Intelligence Suite Get Data & Insights Personalize Content & Offers Web Analytics Dynamic Teaser Social Analytics Optimize Conversion Rates Email Remarketing Optimization Real Time Advertising Other Data Analytics Performance Marketing Action Center Testing & Optimization Customer Journey Program. Advertising Use Every Data Everywhere Safe Tag/ API
  32. 32. WRAP UP Be prepared Focus Small changes, big bucks
  33. 33. Thank You Amsterdam | Beijing | Berlin | Frankfurt | Madrid | Milan | San Francisco More info: Fred Pellenaars, Country Manager Benelux | fred.pellenaars@webtrekk.com +31 6 347 11 500 | webtrekk.com

×