An introduction to data at the core of digital metapeople benelux event
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This document discusses how data is at the core of digital performance and delivering a vision for growth. It notes that digital ad spending has outpaced TV and search intent is important to understand. Customers want to be engaged throughout their journey across digital and physical touchpoints. The agenda outlines a session on how connecting the physical and digital world is crucial, how programmatic display can boost launches, and increasing store visits through online marketing. The event aims to discuss how data powers brands and drives digital disruption.
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An introduction to data at the core of digital metapeople benelux event
- 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
- 8. For a reason
- 9. GROWTH IN A WORLD OF
- 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
- 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