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Simple Agency Performance Marketing IAB Seminar 2013

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Simple Agency, Performance Marketing presentation made @ IAB Seminar 2013, Milano

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Simple Agency Performance Marketing IAB Seminar 2013

  1. 1. Marco CaradonnaFounder & CEO Simple AgencyDynamic Customer Journeyla conversione nell’era del multi device
  2. 2. il Performance Marketing è un approccio…Che si fonda su:•  Precisione•  Rilevanza•  Timing•  Misurabilità 2
  3. 3. Non solo un modello commerciale… •  Peraltro derivante da una banale divisione: Il tradizionale costo per contatto… Ciò che “tutti vogliono”… investimento! investimento!CPM =! X 1.000! CPA =! impression! Risultati ottenuti! può essere semplicemente ricalcolato come modello comune (eCPM: equivalent CPM) (Risultati x CPA)! eCPM =! X 1.000! impression! La differenza sta semplicemente in “chi fai i conti”… 3
  4. 4. E neanche un solo formato…•  Troppo spesso si insiste nell’utilizzare esclusivamente strumenti di Direct Marketing (es. Email Marketing) e Conversion (Search Adv) Rinunciando però a delle crescite potenziali e perdendo opportunità… 4
  5. 5. Ma neanche Display remunerata a performance… •  Comportando spesso: –  Eccessivi livelli di pressione pubblicitaria –  Sovrapposizione di molteplici formati (spam!) –  Omaggi di visibilità neanche percepiti dal cliente •  Scaricando l’onere della conversione sull’editore 5
  6. 6. Considerando che l’80% dei risultatidipendono da:•  La notorietà e credibilità del brand•  La qualità del prodotto•  Le caratteristiche distintive dell’offerta•  L’efficienza del flusso di conversione•  Presenza di promozioni e incentivi alla conversione In un contesto che evolve rapidamente… 6
  7. 7. Il Customer Journey diventa più sofisticato1.  Si moltiplicano i devices disponibili2.  La fruizione avviene sempre più in mobilità3.  Aumentano i touch-point (ma anche le vie di fuga)4.  Si amplificano le interazioni sociali 7 Fonte: e-marketer 2012
  8. 8. E modifica l’esperienza di acquisto•  Che diventa sempre più “cross device” e multi canale… Awareness   Considera-on   Conversion   Desire   Informa-on   Choice   Shop A BUY   Shop B Search Social -30gg 0 gg 8
  9. 9. La Conversione diventa Conversazione•  E’ necessario dunque instaurare una conversazione multi-device per accompagnare il consumatore durante tutte le fasi del ciclo di acquisto Awareness   Considera-on   Conversion   Desire   Informa-on   Choice   9
  10. 10. In un percorso dinamico fatto di…•  Segmentazione dell’Audience –  Per incrementare la rilevanza dei messaggi e CLIENTE  ATTIVO   VISITATORE   ANONYMOUS   definire il strumento più opportuno si adottano sistemi di segmentazione in base a: X   X   •  Propensione all’acquisto (freddo, tiepido, caldo) NO  BIDDING   NO  BIDDING   •  Comportamento di visita •  Interessi e livello di coinvolgimento•  Distribuzione Multi-Device –  Varia la distribuzione del messaggio in funzione del mezzo su cui colgo il prospect Messaggio  1   Messaggio  2   Messaggio  3  •  Gestione della comunicazione per fascia oraria –  Si modifica l’erogazione del budget per ciascun device a seconda del momento della giornata •  Per fascia oraria •  Per giorno della settimana 10
  11. 11. Con un’appropriata scelta di strumenti e formati strumenti strumenti strumenti DISPLAY DIRECT CONVERSION COLD   WARM   HOT   Display  Real-­‐Time   Display  RetargeBng   Video  AdverBsing   Search  Adv  Generiche   Search  Adv  Brand   Mobile  AdverBsing   Email  MarkeBng   Search  RetargeBng   I formati display possono diventare anche un potente strumento di “direct” se utilizzati con precisione per raggiungere utenti caldi (retargeting e RTB) 11
  12. 12. Un caso concreto…. 12
  13. 13. La situazione iniziale (settore finance) •  L’azzeramento degli investimenti pubblicitari per un lungo periodo ha comportato: –  Una notorietà di marca ai minimi storici –  La forte contrazione della quota di mercatoTrend  delle  ricerche  del  Brand                        (fonte  Google)   STOP  COMUNICAZIONE     ATTIVAZIONE   CAMPAGNE  PERFORMANCE   •  Si decide di tornare ad investire con sole campagne performance… 13
  14. 14. La ripresa delle comunicazioni…•  Vengono attivati i soli SEARCH   strumenti di acquisizione EMAIL  MARKETING   online: AFFILIATE  MARKETING   –  Saturazione della domanda esistente DISPLAY   –  Ottimizzazione dei costi di acquisizione… Punti di pari CPA•  Ottenendo una timida inversione di tendenza (limitata crescita)Totale  Acquisizioni  Online  –  (fonte  Google  AnalyBcs)   STOP  COMUNICAZIONE   ATTIVAZIONE   CAMPAGNE  PERFORMANCE  
  15. 15. La nuova strategia di acquisizione•  Si è provveduto a reimpostare interamente la strategia di acquisizione valorizzando la dinamicità del Customer Journey SEGMENTAZIONE  AUDIENCE:    creazione  cluster  basaB  su  propensione,  comportamento  di  visita  e  profilo   SELEZIONE  DEVICE:  avazione  campagne  su  device  Mobili  (tablet/smatphone),  Web,  Web  TV  e  Radio   ATTIVAZIONE  NUOVI  STRUMENTI   Awareness   Considera-on   Conversion   Desire   Informa-on   Choice   Display  Real-­‐Time   Display  RetargeBng   Video  &  Display  geo  local.   Search  Adv  Generiche   Search  Adv  Brand   Visits  generaBon   Search  RetargeBng   Email  MarkeBng   Affiliate   Mobile  Adv   Mobile  Adv     Click  to  m-­‐site   Click  to  call   SEO   15 GESTIONE  ORARIA:  sincronizzazione  dei  messaggi  per  singolo  device  e  strumento  in  base  all’ora  del  giorno  
  16. 16. Risultati ottenuti 265   +17%   SALES   +10%   -­‐11%   190   100   SALES   SALES   Trend ricerche del Brand Display Advertising Web & Mobile Radio Sales•  La nuova strategia basata sul Dynamic Customer Journey ha consentito di: –  Incrementare sensibilmente le ricerche del brand –  Espandere conseguentemente l’audience potenziale (allargamento funnel) –  Per arrivare ad ottenere il +40% delle vendite in 9 settimane –  Mantenendo il costo di acquisizione a livelli sostenibili 16
  17. 17. Conclusioni•  Performance Marketing vuol dire gestire un sofisticato sistema di marketing con forte orientamento al risultato•  Il modello commerciale “pay-per-performance” rappresenta una perdita di opportunità e non un fine•  L’approccio richiede: 1.  Un’attenta analisi del Customer Journey e dei dati 2.  Una specifica modalità di gestione dinamica delle campagne 3.  La capacità di misurare e analizzare i risultati sia online che sul punto vendita 4.  L’uso di un corretto modello di attribuzione dei meriti di conversione tra i diversi canali e formati 5.  Il sapiente utilizzo di strumenti tecnologici per la gestione dei canali di marketing e la misurazione Il  Performance  MarkeBng  richiede  professionalità     e  non  improvvisazione   17
  18. 18. Grazie. Marco Caradonna marco.caradonna@simpleagency.itSimple Agency Srl, Via Solari 11, 20144 Milano 18

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