Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Google Universal Analytics event - Kristoffer Ewald - Helsinki may 2014

491 views

Published on

Short talk on the future of Omni-channel Marketing and potential of Google Universal Analytics

  • Be the first to comment

  • Be the first to like this

Google Universal Analytics event - Kristoffer Ewald - Helsinki may 2014

  1. 1. Power of Person-Centric Digital Marketing - 16th May 2014
  2. 2. Kristoffer Ewald §  17 years of experience §  Founder of scandinavias first CRO/ Analytics consultancy The Milk, 2005 §  One of the 16 original GA Certified Partners, later acquired by NB. §  Delivered performance to multiple global brands Director Data & Analytics Services NetBooster Group 2 | Copyright NetBooster Group
  3. 3. We are here to boost Your Digital Performance Strategy
  4. 4. The Digital Shift
  5. 5. Marketing used to be ‘simple’ Prospects Buyers Awareness Consideration Preference Action Loyalty
  6. 6. But digital is changing the rules Prospects Buyers Contributors Peer reviews Social approval Brand content Competitor analysis
  7. 7. Everything moves to digital Today Tomorrow
  8. 8. You will need to guide the consumer Prospects Friends Family Agent 2nd Screen TV Spot MobSearch Radio Spot Social Net. 2nd Screen Comparison DskSearch Decision ! Partner Product Engagement Funnel
  9. 9. PPC SEO Social Affiliate CRM Creative RTB BI PRM PAID OWNED EARNED DATA & ANALYTICS Combining all channels
  10. 10. 3 steps to one Customer View Join all data in one consistent repository Attribute on real (deduped) effect using predicted sucess Make Data Active - link actively to/from all channels incl. instore
  11. 11. Data is everywhere
  12. 12. Copyright NetBooster 2013 Virtual objects will be in the real world
  13. 13. Copyright NetBooster 2013 13 1. Overview
  14. 14. Copyright NetBooster 2013 Image is good og tv is nice…
  15. 15. Copyright NetBooster 2013 …but ultimately you need Effect, Revenue og Action with consumers
  16. 16. Copyright NetBooster 2013 The Website is no longer the hub…
  17. 17. Copyright NetBooster 2013 All your contact points should be supported and joined consistently…
  18. 18. Copyright NetBooster 2013 1919 2. Insights
  19. 19. Copyright NetBooster 2013 #1 Buy audience not media #2 Situated communication #3 Rationalize #4 Deserve the attention
  20. 20. Copyright NetBooster 2013 “Data beats Opinion” Unknown, 2013     “Knowledge  is  power”   Francis  Bacon,  1605  

×