FILIP LAUWERES
Global Business Owner
2
WHAT DO WE WANT AS A MARKETEER?
333
PAID SEARCH
AD	
  SERVERS:	
  
RICH	
  MEDIA	
  /	
  DYNAMIC	
  CREATIVE:	
  
VERIFICATION:
DSPs:	
   AD	
  NETWORKS:	...
4
BUT WHAT DO WE WANT?
5
DO WE WANT TO ENGAGE
6
CREATE AWARENESS
7
DESIRE
8
CONVERSION
9
WHAT ABOUT TELLING A DIGITAL STORY?
10
Hub
Marketing Automation 2.0
• Cross silo
• Programmatic
• Engagement method agnostic
• DMP as central hub
• Knowns – u...
11
NEXT STEPS FOR MA INDUSTRY ACCORDING TO
MARKETING AUTOMATION VETERAN
“Hyper-target” =
Relevant Content &
Personalizatio...
12
WHAT WHITESPACE IS FILLED
MARKETING AUTOMATION 1.0
E-mail retargeting
CRM integration - knowns
Life cycle marketing
Lea...
13
THE MARKETING AUTOMATION INDUSTRY
Venture Beat : top 10 marketing automation companies
14
THE MARKETING AUTOMATION INDUSTRY
Venture Beat : tmarketing automation companies
BUILDING BLOCKS FOR DIGITAL STORY
TELLING
“ Good marketers tell a story ”
– Seth Godin
THE DIGITAL MARKETING SUITE STACK
16
17
43% Product A
30% Product B
27% Product C
Your Website Audience Analyze Visitor Interests to
Build Engagement Scoring &...
18
OPTIMIZE FOR EACH INDIVIDUAL USER
And are
dynamically
approached
based on
where they sit
in the
decision
process…
Visit...
19
DIGITAL MARKETING SUITE SOLUTIONS
Engagement
Score
DIGITAL MEDIA
TECHNOLOGY STACK
ENGAGEMENT
INSIGHTS
REAL TIME
OPTIMIS...
2020
THE SIMPLE CASE OF A FORM
Retargeting on form leavers
21
360° view
DMP CRM
Digital DNA
Online media consumption
Click journey
Engagement scoring
Firmographics
Campaign response...
22
SMART REMARKETING℠
Engagement
Score
BID:
$5.35
BID:
$3.45
BID:
$1.80
690SCORE
735SCORE
850SCORE
23
FACEBOOK EXCHANGE: SMART
REMARKETING
24
DYNAMIC CREATIVE
Engagement
Score
LAST
VISITED
PRODUCT
HIGHEST
INTEREST
PRODUCT
RECOMMENDED
PRODUCT
850SCORE
75%
SHIRTS
25
LOOK A LIKE
WEBSITES
VISITED
PRODUCTS
PURCHASED
KEYWORDS
SEARCHED
PAGES
VISITED
Engagement
Score
IDENTIFY THE ATTRIBUTE...
26
SOME EXAMPLES
27
MEDIA MIX MODELING
28
THANK YOU
FILIP LAUWERES
filip.lauweres@ignitionone.com
www.ignitionone.com
www.digitalmarketingsuite.com
@ignitionone
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Filip Lauweres - Conversion Day 2014

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Conversion Day 2014

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Filip Lauweres - Conversion Day 2014

  1. 1. FILIP LAUWERES Global Business Owner
  2. 2. 2 WHAT DO WE WANT AS A MARKETEER?
  3. 3. 333 PAID SEARCH AD  SERVERS:   RICH  MEDIA  /  DYNAMIC  CREATIVE:   VERIFICATION: DSPs:   AD  NETWORKS:   VIDEO:   VERTICAL:   TARGETED   NETWORKS  /  AMPS:   PERFORMANCE:   Het DISPLAY ONSITE SOCIAL MOBILE AD  EXCHANGES:   ATTRIBUTION & ANALYTICS TAG MANAGEMENT DATA MANAGEMENT PLATFORMS DATA AGGREGATORS DATA SUPPLIERS EMAIL MANAGEMENT PLATFORMS AFFILIATES SSPs:   WE KNOW WHAT WE GET MARKETER AUDIENCE
  4. 4. 4 BUT WHAT DO WE WANT?
  5. 5. 5 DO WE WANT TO ENGAGE
  6. 6. 6 CREATE AWARENESS
  7. 7. 7 DESIRE
  8. 8. 8 CONVERSION
  9. 9. 9 WHAT ABOUT TELLING A DIGITAL STORY?
  10. 10. 10 Hub Marketing Automation 2.0 • Cross silo • Programmatic • Engagement method agnostic • DMP as central hub • Knowns – un-knowns • Digital Story Telling Egagement layer Cross-screen Email Knowns Anonymous Phone Search Social True Data Management Display Website Offer Forms Chat EVOLUTION OF MARKETING AUTOMATION MA 1.0
  11. 11. 11 NEXT STEPS FOR MA INDUSTRY ACCORDING TO MARKETING AUTOMATION VETERAN “Hyper-target” = Relevant Content & Personalization “Digital body language” = Digital profile “Interest based on activities” = Historical product Interest “Breaking down the silos” = Integration “Did this effort drive revenue?” = Attribution “A wide variety of touchpoints” = Search, display, social
  12. 12. 12 WHAT WHITESPACE IS FILLED MARKETING AUTOMATION 1.0 E-mail retargeting CRM integration - knowns Life cycle marketing Lead generation Analytics Advanced scoring Bridging silo’s – search & social Digital DNA - unknowns Content personalization Insights MARKETING AUTOMATION 2.0 ACCELERATING ELEMENTS Display retargeting Search retargeting CPA knowhow Advanced automation : RTB, DCT, SPOT, … Attribution reports and mgmt
  13. 13. 13 THE MARKETING AUTOMATION INDUSTRY Venture Beat : top 10 marketing automation companies
  14. 14. 14 THE MARKETING AUTOMATION INDUSTRY Venture Beat : tmarketing automation companies
  15. 15. BUILDING BLOCKS FOR DIGITAL STORY TELLING “ Good marketers tell a story ” – Seth Godin
  16. 16. THE DIGITAL MARKETING SUITE STACK 16
  17. 17. 17 43% Product A 30% Product B 27% Product C Your Website Audience Analyze Visitor Interests to Build Engagement Scoring & Profiles MIN. SPENT ON-SITE CLICKPATH VALUE HOURS BETWEEN VISIT KEYWORDS SEARCHED NEW VISTOR OF SITE SITE CATEGORIES VISITED REFERRING URL 266SCORE 348SCORE 450SCORE 240SCORE 850SCORE 350SCORE 298SCORE 740SCORE 850SCORE USER AT THE HEART OF DIGITAL STRATEGY
  18. 18. 18 OPTIMIZE FOR EACH INDIVIDUAL USER And are dynamically approached based on where they sit in the decision process… Visitors are scored… Driving conversions
  19. 19. 19 DIGITAL MARKETING SUITE SOLUTIONS Engagement Score DIGITAL MEDIA TECHNOLOGY STACK ENGAGEMENT INSIGHTS REAL TIME OPTIMISATION ONSITE MARKETING AUTOMATION
  20. 20. 2020 THE SIMPLE CASE OF A FORM Retargeting on form leavers
  21. 21. 21 360° view DMP CRM Digital DNA Online media consumption Click journey Engagement scoring Firmographics Campaign responses Demographics CONVERSION FORM SEGMENTATION APPROACH DATABASE PHILOSOPHY ENGAGEMENT METHOD Cross media channel Cross sales channel CHAT EMAIL PHONE DISPLAY SEARCH SOCIAL KNOWNSKNOWNS UNKNOWNS
  22. 22. 22 SMART REMARKETING℠ Engagement Score BID: $5.35 BID: $3.45 BID: $1.80 690SCORE 735SCORE 850SCORE
  23. 23. 23 FACEBOOK EXCHANGE: SMART REMARKETING
  24. 24. 24 DYNAMIC CREATIVE Engagement Score LAST VISITED PRODUCT HIGHEST INTEREST PRODUCT RECOMMENDED PRODUCT 850SCORE 75% SHIRTS
  25. 25. 25 LOOK A LIKE WEBSITES VISITED PRODUCTS PURCHASED KEYWORDS SEARCHED PAGES VISITED Engagement Score IDENTIFY THE ATTRIBUTES DRIVING CONVERSION OR ENGAGEMENT FIND OTHER USERS WITHIN IGNITIONONE’S AUDIENCE NETWORK WHO SHOW SIMILAR ATTRIBUTES AND DELIVER ADS TO A NEW, HIGHLY QUALIFIED AUDIENCE
  26. 26. 26 SOME EXAMPLES
  27. 27. 27 MEDIA MIX MODELING
  28. 28. 28 THANK YOU FILIP LAUWERES filip.lauweres@ignitionone.com www.ignitionone.com www.digitalmarketingsuite.com @ignitionone

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