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Max Meran - How to Deanonymize Anonymous Users

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Opinary Co-Founder Max Meran presents “How to Deanonymize Anonymous Users”.
Max Meran demonstrates that customers enjoy and reward being communicated with in ways that feel personal rather than generic, and shares knowledge on achieving that personal feeling with anonymous users on a large scale.

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Max Meran - How to Deanonymize Anonymous Users

  1. 1. 05.01.2018 - Max Meran - max@opinary.com - Co-Founder How to Deanonymize Anonymous Users Hint: It's about Engagement Make opinions matter
  2. 2. When I was a kid, that’s how we imagined the future
  3. 3. and now that’s actually happening
  4. 4. Retrospectively, we could have guessed what could be more appealing than word domination
  5. 5. Platforms are bad Most companies have started to understand that Platforms are not their friends
  6. 6. Rely on platforms and give away your customer access and most of your Data insights Source: adexchanger.com, advertisemint.com, lsainsider.com Facebook’s CPM rose by 171% in 2017... costs are rising faster than its reach 90% of growth in digital spend goes towards the duopoly 54% of all US product searches start on Amazon
  7. 7. Platform independence means a Direct-to-Consumer strategy to most
  8. 8. Let’s take a look what the platforms really understand Engage s reach Understand Convert
  9. 9. Through Engaging Users they understand exactly who they are talking to
  10. 10. ...and it pays as static pages and content drive the current bounce rates which average 90% 90% What DTC Brands can learn from the platforms: Source: marketingweek.com Engagement = Deanonymization
  11. 11. Case study: Gerber’s Dotti
  12. 12. Implementation: Customers text DOTI with questions about their baby’s sleep and dietary problems Why it works: 1. Personal – each individual has an experience tailored to their requirements 2. Data– Gerber can build valuable insights about their clients 3. It is highly relevant and contextual to Gerber’s core- trust and babies Case study: Gerber’s Dotti
  13. 13. Case study: Lego
  14. 14. Case study: Lego Implementation: A Chat Bot gives a personalised experience based on factors such as age, budget and interests Why it works: 1. Contextual - targeted towards relevant environments 2. Bespoke - each experience is tailored to the needs of the user
  15. 15. XING is Germany’s most successful social network for professionals. Additionally, XING offers its users web content on the topic of job applications on websites such as Bewerbung.com and Anschreiben.com. But Users remained passive and anonymous. Case Study: XING
  16. 16. Case Study: XING & Opinary OnSite Engage Integrate native, interactive formats on all of your Content- Platforms Understand Users are able to interact with your content and see how others have voted Personalize Address your target audience with an individual message and animate them to click on your offers ... CONVERT ...which represent the personalised solution to their problem from your question.
  17. 17. CASE STUDY: XING RESULTS 10% HIGHER TIME- ON-SITE* 6.1% ENGAGEMENT RATE 9.5% CLICK- THROUGH- RATE *compared to the timespan without integration
  18. 18. Are you engaging? ?You want to see at least high single % on your Engagement rate. Is your content interactive? WHAT IT TAKES TO BUILD YOUR OWN DIRECT TO CLIENT RELATIONSHIPS Are you relevant? Are you offering useful and relevant content to your Users? Do you get to know your customer? Through your Engagement you can ask for any data point and build deep retargetable user profiles
  19. 19. Thank you! Make opinions matter

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