Data at the Core of Digital Excellence

2. Next Up
Lennert de Rijk
Managing Director
metapeople Benelux

3. Former office: Designed by a famous architect
Data at the Core
Gerrit Rietveld also lived here with his family for 30 years

4. We are
Hi
Digital Performance Architects
metapeople

5. The Vision: Data at the Core

6. Top down consultancy throughout all ranks and departments
Delivering the Vision
1. Strategic Consulting:
▪ Data powers presence
▪ Data is the key to the brand
▪ Data drives digital disruption
2. Frameworks + Technology + Skills:
▪ Lift channel and digital platform performance
▪ Stage the brand for the future
▪ Identify opportunities: analyse, set conditions and
automate
3. Infrastructure:
▪ Best of breed tools and partners for data collection
▪ Experts on data-mashup and use, statistical etc.
▪ Integrated best practice approach

7. 7
DATA
SO…WE ARE ABOUT

8. For a reason

9. GROWTH
IN A WORLD OF

10. Digital Ad revenue

11. Digital ad spending outpaced TV’s in 2016
Another five markets will cross the line in 2017 (Germany, France, Ireland, Hong Kong and Taiwan.)

12. Google and Facebook leading

13. But don’t underestimate Amazon
= data
• Amazon has search.
• Amazon has deep understanding of consumer’s needs and wants.
• Amazon knows who those consumers are connected to.
• Amazon knows which web services these consumers use.
• Amazon knows much more than most of us will ever know.
Over 50% percent of online shoppers in US start
their product searches on Amazon

14. And tries to show what you want

15. It’s about search intent
Source: Getstat, US best-performing sites by search intent in SERP.

16. Local: also more concentrated in big cities
Ten cities will contribute 11 percent of all growth in global ad spend between 2016 and 2019

17. IN A WORLD OF

18. Queries are questions to be answered.
▪ Informational Searches in
general can be answered faster
by Google than a click to a
website
▪ Customers are happy,
sources of this information are
happy with the bragging rights.
▪ Google is playing the walled
garden game here. And the
users love it!

19. Smarter questions means a better understanding
• This only works if Google has a
exceptionable understanding of the
questions people ask and is able to put
this in the right Context.
• It needs a lot of data to do that.
• The interface doesn’t need to be
text anymore. Try this on Google
home…
• It’s still informational for now.
• Why not create a list of groceries,
that gets shipped to you on your
command (or weekly preferred
timeframe)?

20. 20
BE PRESENT THROUGHOUT CUSTOMER JOURNEY
[DIGITAL TOUCHPOINTS]
[PHYSICAL TOUCHPOINTS]
OFFERS TO
CUSTOMERS
EMAIL
LOYALTY
PROGRAMME
SURVEY
MAILINGS
OFFERS IN
INVOICE
CALL CENTER
/ IVR
TWITTER /
SOCIAL
CHAT
COMMUNITY
WEB SELF-SERVICE
WEBSITE
MOBILE
APP / SITE
AGENT / BROKER
STORE / BRANCH
DIRECT MAIL
3RD P ARTY
SITES
SOCIAL MEDIA
WEBSITES / LANDING
PAGES
EMAIL
PAID CONTENT
SEARCH
ONLINE DISPLA Y
RADIO
TV
PRINT
OUTDOOR
PR
WORD-OF-MOUTH
Preference Action Loyalty Advocacy
Customers
Awareness Consideration
Prospects

21. conversation
What about real

22. New touchpoints again and again
By 2020, 30 percent of web browsing
sessions will be done without a screen.

23. Who used Voice search in the past month?

24. Voice search is different

25. Ready?
ARE YOU

26. Agenda
Start End Topic
13.00 13.30 Registration | Coffee & tea, quick lunch
13.30 13.45 Welcome & introduction | Data at the core of Digital
Lennert de Rijk (Managing Director metapeople Benelux)
13.45 14.15 Marketing in the age of assistance
Kate Adams (Head of Media & Measurement Google)
Data at the core of Digital: delivering the vision in practise - Kristoffer Ewald (Group CIO NetBooster &
strategist)
14.15 14.45 Case 1 – Strategy | Why connecting the physical and digital world is not an
option
Matthew Phelan (CEO 4Ps Marketing UK, Part of NetBooster Group)
14.45 15.15 Break | Refreshments
15.15 15.45 Case 2 – Tactics | Programmatic Display as the crucial element for launch TUI
Emmanuel Arendarczyk (Managing Director NetBooster France)
15.45 16.15 Case 3 – Operations | Making ROPO work – How to increase store visits
through smart online marketing
Julius Ewig (Managing Director metapeople Germany)
16.15 17.00 Key takeaways of the day | Motivational wrap-up
Kristoffer Ewald (Group CIO NetBooster & strategist)
17.00 Drinks & snacks

27. Thanks for your attention
www.metapeople.nl | www.netbooster.com | www.4psmarketing.com