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Конвергенция Данных  /  Измерений   и   Медиа Российский интернет-форум 22  апреля  2009 Ralph Folz, Global Chief Operating Officer Isobar
Новый уровень задач рекламодателей ,[object Object],СЕЙЧАС Медиа-кампания Охват, частота Сайты, форматы Медиа Social media SEO / SEM Online PR Adver-gaming Mobile ИНТЕГРАЦИЯ
[object Object],[object Object],[object Object],Clean & Clear (J&J)  – интегрированная кампания
[object Object],Трекинг результатов Статистика блогосферы Статистика кампании
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
My Background ,[object Object],[object Object],[object Object]
Data – Technology and Media are Colliding
We need to change marketing priorities Campaign-based Thinking Continuous Consumer Interactions Outputs (Reach, Frequency, “Impacts”) Outcomes (Client Business Performance metrics) Controlled “ Talking at” Organic Conversation
Earned Media Bought Media Own Media Time and Effect Exponentially Increases
Every region with one-off solutions and silos!
Information And it only has some of the information you need
Think “Consumer Centric” not “Campaign Centric” Customer Sales  data Ad Display Email Campaigns Web Analytics Search Organic Paid Consumer Centric Model Dashboard and Reporting
Beliefs ,[object Object],[object Object],[object Object],[object Object]
Challenges ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What to Do: ,[object Object],[object Object],[object Object]

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Ralph Final ×åðíûøîâ

  • 1. Конвергенция Данных / Измерений и Медиа Российский интернет-форум 22 апреля 2009 Ralph Folz, Global Chief Operating Officer Isobar
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  • 8. Data – Technology and Media are Colliding
  • 9. We need to change marketing priorities Campaign-based Thinking Continuous Consumer Interactions Outputs (Reach, Frequency, “Impacts”) Outcomes (Client Business Performance metrics) Controlled “ Talking at” Organic Conversation
  • 10. Earned Media Bought Media Own Media Time and Effect Exponentially Increases
  • 11. Every region with one-off solutions and silos!
  • 12. Information And it only has some of the information you need
  • 13. Think “Consumer Centric” not “Campaign Centric” Customer Sales data Ad Display Email Campaigns Web Analytics Search Organic Paid Consumer Centric Model Dashboard and Reporting
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