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「數據」是決戰新媒體時代關鍵

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新媒體數據應用論壇 0308「數據」是決戰新媒體時代關鍵

Published in: Data & Analytics

「數據」是決戰新媒體時代關鍵

  1. 1. 
 POLO WU 2016/03/08 JWT TAIPEI
  2. 2. JWT Taipei Experience 動腦雜誌專欄作家 動腦講座專任講師 雅虎、統一、中華電信、聯合報、工業銀行等企業內部訓練講師 學學文創講師、微軟數位行銷講堂講師、行動行銷講師 資策會教研所講師、Startup Lab Taiwan 導師 2014 Startup Marathon 評審 Mobile Monday Taipei 策展人 資策會FIND Mobile First 召集人 Awards 金手指獎、 Yahoo! Asia Big Idea Chair、4A廣告獎 NEO Marketing Award、 SAVVI Award、ROI金投賞 
 Polo Wu 吳慶彬
 Head of Digital JWT Taipei
  3. 3. JWT Taipei JWT
  4. 4. JWT Taipei
  5. 5. JWT Taipei NOW
  6. 6. JWT Taipei
  7. 7. JWT Taipei 

  8. 8. JWT Taipei Paid Media Own Media Earn Media 品牌知名 度 Catch 關聯性 Connect 行動 Close 分享 Continue 公關 新聞稿 TV 廣播 平面 戶外 口碑 網路廣告 網路口碑 關 字廣告 影音廣告 社群廣告 產品評測 EC網站 部落格廣告 DM廣告 直營門市 實體通路 部落客開箱 社群論壇 社群 促銷廣告 部落格 論壇 線上 線下 廣度行銷 建立產品知名度 精準行銷 接觸準確消費者 深度內容行銷 接觸不同的族群 精準行銷 接觸潛力買家 社群行銷 擴散產品力 針對NOW世代喜愛的接觸點,搭配不同平台的特性,給予不同的內容
  9. 9. JWT Taipei 我花在廣告上的錢有一半是浪費掉了,問題是 我不知道是哪一半。 – 19 世紀知名廣告人/零售業者 John Wanamaker
  10. 10. JWT Taipei http://marketoonstudios.com/campaigns/rocket-fuel/
  11. 11. JWT Taipei h:p://youtu.be/TZXUq7Pln3g CLICK, BABY, CLICK!
  12. 12. JWT Taipei
  13. 13. Traffic?
  14. 14. CTR=0.1%
  15. 15. What does the click measure?
  16. 16. JWT Taipei 沒有數據,就沒有廣告 Banner Click-Through Rate (CTR) ? Banner Size CTR CTR
  17. 17. ‹#› Banner Click-Through Rate (CTR) ?
  18. 18. ‹#› Banner Size CTR CTR
  19. 19. ‹#› ROI
  20. 20. JWT Taipei
  21. 21. JWT Taipei CREATIVE OPTIMIZATION
  22. 22. Creative Optimization 創意優化 廣告想怎麼放, 就怎麼放
  23. 23. Maximize Coverage and Frequency Control • Simulate the best Reach/ Frequency digital media mix before campaign launch Data by comScore
  24. 24. 平均%分配法 Even Distribution Default Setting Ad 1 25% Ad 2 25% Ad 3 25% Ad 4 25%
  25. 25. 自訂權值% Weighted
  26. 26. 排序設定 Sequence (廣告素材retargeting)
 
 Ad 1 1 Impression Ad 2 1 Impression Ad 3 1 Impression Ad 4 1 Impression
  27. 27. 自訂露出時間 Time Based Default Ad Ad 1 Ad 2 Ad 3 6:00 am – 11:59 pm 12:00 pm – 4:00 pm 6:00 pm – 9:00 pm 分時段提供不同的廣告
  28. 28. Optimization Results: Overall performance Standard Banner Ad Size and Performance Source: MediaMind Research. Data: 20014-2015, Standard Banners, worldwide. CTR 0.00% 0.03% 0.06% 0.09% 0.12% Other Automatic Optimization ConversionRate 0.00% 0.04% 0.08% 0.12% 0.16% Other Automatic Optimization Click Through Rate Conversion Rate +73% +40% Better creatives deliver better performance.
  29. 29. JWT Taipei Creative Optimization Optimizing display led to a 136% lift in actions from Q2 to Q4 
 45% decrease in Cost per Action yielded an 82% improvement in ROI from display media 

  30. 30. JWT Taipei and Data Strategy
  31. 31. JWT Taipei http://www.moroch.com/blog/2012/05/why/ Going Digital or Big Data is not a strategy
  32. 32. JWT Taipei BIG DATA
  33. 33. JWT Taipei It’s all about DATA not Mobile
  34. 34. JWT Taipei It’s all about CRM, not Mobile Source: http://blog.solomo.tw/
  35. 35. JWT Taipei 2012 TPE HALO recruitment Share FB cover photo Scan FB profile FB Q&A viral effect • Database advertising: finding the people who often went to pub and sent the advertising to them.
  36. 36. JWT Taipei
  37. 37. JWT Taipei
  38. 38. JWT Taipei
  39. 39. JWT Taipei Understand Consumers Is “An Investment” In The Future Which Helps Sell More
  40. 40. JWT Taipei Hennessy EasyCard VIP Pass Hennessy V.S.O.P hosng a tasng event 「Fun飲微派對」every Friday night. Let KOL and potenal consumers to taste HVSOP also understand Hennessy V.S.O.P brand story. Consumer can register on Facebook to get a “Registraon Code” and use EasyCard as VIP PASS to parcipate the event. Use EasyCard (悠遊卡) to binding with FBID as HVSOP VIP member card to trace consumer behaviors and encourage consumer get special offers in MOT aaer tasng event. The EasyCard (Chinese: 悠遊卡) is a contactless smartcard system operated by the Taipei EasyCard Corporaon for payment on the Taipei MRT, buses, and other public transport services in Taipei . Card issue exceeds 30 million in 2012. 2013 數位時代Neo Marketing Award 首獎 2013 金手指獎 金獎 2013 Facebook Award VIP EasyCard + Facebook ID = VIP Pass = SoLoMo CRM
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  42. 42. JWT Taipei 未來廣告不再是用年紀當鎖定條件,而是 消費者的Life style
  43. 43. ‹#›
  44. 44. Media Consumer Source:http://media.idownloadblog.com/wp-content/uploads/2013/09/Touch-ID-securtiy-breach.jpeg
  45. 45. JWT Taipei「紙牌屋」成功宣傳了大數據,而不是大數據造就了 「紙牌屋」 http://cdn.screenrant.com/wp-content/uploads/House-of-Cards-Commentary.jpg
  46. 46. JWT Taipei
  47. 47. JWT Taipei 2012
  48. 48. JWT Taipei Precision Marketing
  49. 49. 廣告代理商必需要有洞悉未來的能力 49
  50. 50. ‹#› Precision Marketing : Maximize consumer engagement and minimize waste by (using data to) always delivering the right content, offers and experiences to the right consumer through the most relevant channels at the right point in time. -Coca-Cola
  51. 51. JWT Taipei 廣告代理商要符合各種任務需求
  52. 52. JWT Taipei BIG DATA MARKETING Category Know-How Technology Capability
  53. 53. 新媒體變成高科技的資訊服務業
 需要異種人才的跨界服務 53
  54. 54. JWT Taipei Team Structure
  55. 55. JWT Taipei Google Analytics iBuzz Research 資策會 FIND comScore Media Data JWT Dynamic Data Hub 即時行銷 • 專案經理 • 數位企劃 • 數位執行 • 數位創意 • 數位媒體 • 數位公關 品牌行銷 • 客戶服務 • 策略規劃 • 創意 • 媒體 • 公關 24/7 不間斷,搜集各種異質資料來源以及即時數據,並形成有用的建議,幫助客戶在 品 行銷策略及即時行銷判斷上,更能抓住商機 Real-Time BaseCampaign Base JWT Dynamic Data Hub
  56. 56. JWT Taipei Digital Marketing Focus in 2016 1.Real Time Marketing 2.Creative Optimization 3.CRM
  57. 57. 世界的一切將重新想像 57 Mary Meeker 人與人的連結、人與事物的連結都將改變,一切 需要被重新想像。
  58. 58. JWT Taipei May the BIG DATA Force be with you!
  59. 59. JWT Taipei Thank you! polo.wu@jwt.com http://www.slideshare.net/polo0623

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