The document discusses new trends in measuring integrated media including public relations, advertising, news and social media. It recommends measuring competitive share of discussion, voice and social media posts. It also suggests weighting media impressions and ads based on tone, messages and effectiveness to better correlate media exposure to business outcomes. Tracking messaging consistency and symmetry across different media can reveal how well communications are integrated to maximize impact.
Conversant 6 essentials for doing cross device rightJim Nichols
Provides an easy to read explanation of the core things to look for in a cross-device solution. From user-to-device mapping to data to creative, we've got you covered.
This document discusses how digital transformation is impacting employer branding and the role of HR. It notes that digital transformation is a priority for most organizations and can increase profits by 40% or decrease profits by 20% depending on the success of the transformation. HR has an important role to play in leading organizational change and cultural transformation during the digital transition. The document then outlines seven trends for how HR can contribute to digital transformation efforts, including leveraging employee advocacy, innovative hiring solutions, agile technologies, and more.
This document provides an overview of mobile phone profits and discusses advertising opportunities for businesses using mobile phones. It describes the capabilities of 3G networks and smartphones, the primary types of mobile phone users including casual users and business users, and how businesses can use applications and features of mobile phones for effective advertising. The document also provides case studies of companies that have found success in mobile advertising.
OgilvyOne Worldwide and OgilvyAction set out to discover how the growing penetration of smartphones influences the way people build brand preference and select, purchase and experience products in three representative international markets: the United States, the United Kingdom and Singapore. Marketers and retailers alike need to know where to focus their energies and how they can make the biggest impact on their bottom lines. The report reveals some surprising insights - conclusions that go against conventional wisdom - and some thought starters to identify the opportunities ahead.
This document provides an overview of mobile phone profits and discusses 3G networks and smartphones. It describes how 3G networks are different in being able to efficiently use radio spectrum to offer more services like internet access. It highlights the iPhone and popular smartphones. It discusses the primary types of 3G phone users as casual users like teens interested in entertainment, and business users interested in productivity apps. The document suggests these new wireless capabilities create opportunities for advertisers to reach customers.
This document provides an overview of mobile phone profits and the new generation of wireless technology. It discusses the capabilities of 3G networks like faster data speeds and multimedia support. Smartphones that combine phone and PDA functionality are now widely available. The document outlines the primary types of 3G phone users as casual users like teens who use messaging and social media, and business users who rely on their phones for tasks like email and meetings. It also explores opportunities for mobile advertising through websites, applications, and messaging.
The document discusses new trends in measuring integrated media including public relations, advertising, news and social media. It recommends measuring competitive share of discussion, voice and social media posts. It also suggests weighting media impressions and ads based on tone, messages and effectiveness to better correlate media exposure to business outcomes. Tracking messaging consistency and symmetry across different media can reveal how well communications are integrated to maximize impact.
Conversant 6 essentials for doing cross device rightJim Nichols
Provides an easy to read explanation of the core things to look for in a cross-device solution. From user-to-device mapping to data to creative, we've got you covered.
This document discusses how digital transformation is impacting employer branding and the role of HR. It notes that digital transformation is a priority for most organizations and can increase profits by 40% or decrease profits by 20% depending on the success of the transformation. HR has an important role to play in leading organizational change and cultural transformation during the digital transition. The document then outlines seven trends for how HR can contribute to digital transformation efforts, including leveraging employee advocacy, innovative hiring solutions, agile technologies, and more.
This document provides an overview of mobile phone profits and discusses advertising opportunities for businesses using mobile phones. It describes the capabilities of 3G networks and smartphones, the primary types of mobile phone users including casual users and business users, and how businesses can use applications and features of mobile phones for effective advertising. The document also provides case studies of companies that have found success in mobile advertising.
OgilvyOne Worldwide and OgilvyAction set out to discover how the growing penetration of smartphones influences the way people build brand preference and select, purchase and experience products in three representative international markets: the United States, the United Kingdom and Singapore. Marketers and retailers alike need to know where to focus their energies and how they can make the biggest impact on their bottom lines. The report reveals some surprising insights - conclusions that go against conventional wisdom - and some thought starters to identify the opportunities ahead.
This document provides an overview of mobile phone profits and discusses 3G networks and smartphones. It describes how 3G networks are different in being able to efficiently use radio spectrum to offer more services like internet access. It highlights the iPhone and popular smartphones. It discusses the primary types of 3G phone users as casual users like teens interested in entertainment, and business users interested in productivity apps. The document suggests these new wireless capabilities create opportunities for advertisers to reach customers.
This document provides an overview of mobile phone profits and the new generation of wireless technology. It discusses the capabilities of 3G networks like faster data speeds and multimedia support. Smartphones that combine phone and PDA functionality are now widely available. The document outlines the primary types of 3G phone users as casual users like teens who use messaging and social media, and business users who rely on their phones for tasks like email and meetings. It also explores opportunities for mobile advertising through websites, applications, and messaging.
OTT Services and Consumers' Communication Behaviour in GermanyRené C.G. Arnold
Mobile Messenger Apps and innovative telephony services are changing consumers’ communication behaviour fundamentally. They offer significantly more functionalities to consumers. They can send text, picture and video messages to others or share them with a group of their contacts. For consumers switching to OTT communication services is like the switch from type-writer to PC. They will use WhatsApp and other services for texting, but what really attracts them is the wealth of possibilities beyond.
The document provides lessons learned for achieving digital success based on testing over 1,000 digital campaigns. It outlines key lessons which include: engaging consumers by being relevant and bold; focusing on visual branding; exploiting the dynamic nature of the medium through storytelling and video; keeping messaging simple; making calls to action obvious; leveraging synergy across channels; and understanding that low reach digital ads can still be effective. The lessons are derived from Ipsos' proprietary digital research and aim to provide marketers with relevant measures of digital campaign performance.
Straight from the CMO: Marketing perspectives on an industry in transitionEricsson Latin America
Talking about the shift from voice-centric to data-centric models in telecommunications
Author: Marcel Noordman, Mobile Broadband Engagement Manager, Ericsson Latin America and Caribbean
As the telecommunication industry moves from a voice-centric to a data-centric model, operators are adapting all aspects of their business to address the new opportunities. In our interviews with 18 marketing and strategy executives, we found their main challenges centered on sustaining profitable growth, redefining value, delivering customer experience, innovating, competing successfully, and aligning their internal organizations and cultures. Operators who can make this voice-centric to data-centric transition successfully show a superior financial performance compared to their peers in the market.
This document summarizes the key findings of a bachelor's thesis about the opportunities of Real Time Bidding (RTB) for digital brand communication. The research included a literature review and interviews with industry professionals. The key finding is that RTB enables improved targeting capabilities and campaign optimization, increasing performance for conversion goals. However, RTB has limits for branding goals and lacks transparency. The document recommends that brands improve their RTB knowledge, assume more control over digital campaigns long-term through in-house expertise, and adapt roles to focus more on technology and data analytics.
The document discusses how travel and hospitality businesses can take advantage of digital technologies and mobile devices to improve the customer experience. It emphasizes that customers now expect 24/7 access to information across multiple devices as part of their "customer journey." While this presents challenges, it also provides opportunities to gather large amounts of customer data and gain insights into customers. The key is using this data to develop a complete, personalized understanding of each individual customer and their needs at every step of their journey in order to improve brand loyalty and increase spending.
- Technological innovations are happening rapidly and changing how people live and work, with more than 30 billion devices expected to be connected to the internet by 2020. Marketers must build deep connections with customers based on personalized experiences.
- Epsilon created a new digital messaging platform called Agility Harmony to help marketers achieve relevant, omnichannel experiences and overcome challenges of data-driven marketing. They designed it from the ground up based on input from clients to be flexible, scalable, and integrated across evolving channels.
- Agility Harmony aims to break down silos within marketing organizations and across departments by ingesting varied data sources and making them actionable across channels, enabling more strategic and efficient marketing workflows.
1) A survey of over 300 IT professionals found that while desktops are still commonly used, mobile device usage is growing. Currently 63% of employees primarily use desktops and 30% use laptops, but tablet and smartphone usage is increasing.
2) Mobile devices are being used alongside desktops in most organizations, but some organizations are replacing some or most desktops with mobile devices. Tablets are seen as most likely to replace desktops in the future if they can handle tasks currently requiring desktop power.
3) Biggest challenges in supporting multiple device types are software/app compatibility, device configuration, and security compliance. Screen size is also seen as limiting smartphone primary usage potential currently.
A New Source Of Data For TV Advertisers: The increasing adoption of smart television sets brings new opportunity for TV advertisers.
By 2021, eMarketer projects 114.3 million smart
TVs will be in American homes. And with all
of these new sets comes a wave of data that
will help advertisers create more actionable,
targeted campaigns designed to take
advantage of the new way Americans watch TV.
This newly popular method of capturing viewing
data uses Automatic Content Recognition (ACR)
technology to track what users are watching on
smart TVs, providing second-by-second reporting
that can be used to understand viewing
patterns and to measure the effectiveness of TV
advertising.
In this report we will break down the emerging
smart TV advertising ecosystem, examining how
ACR provides a novel way to capture attention
data and viewing habits. We’ll look at the major
players in ACR advertising and the privacy and
transparency concerns that advertisers need to
be aware of when utilizing this new kind of data.
DOWNLOAD THE REPORT HERE: https://mailchi.mp/tvrevolution/advancedad
Hidden in plain sight: How mobile is quietly revolutionizing the B2B worldOgilvy
Mobile@Ogilvy has published a new report into how business-to-business (B2B) brands can leverage “smart mobility” to gain significant competitive advantage. Entitled “Hidden in plain sight: How mobile is quietly revolutionizing the B2B world,” the report outlines key mobile opportunities for B2B marketers and describes how to develop mobile strategies for B2B brands.
Over-the-Top (OTT) services use the public internet to create added value for consumers. A prominent example of these services are applications that enable rich interactions between consumers by sending pictures and videos, facilitating group chats and offering other innovative functions such as mobile payment or ordering a taxi. Also, consumers can use OTT services to stream their favourite media anywhere and anytime.1
Surprisingly, there are limited consistent insights across two or more years for market development of OTT services in Germany. Consequently, the present study extends two studies2 published by WIK and Fresenius University of Applied Sciences in 2016 with new data. To achieve comparability over time, this study revolves around the same research questions as the previous studies. Additionally, the study provides consumer insights to inform current public debate about algorithms and data privacy.
To gain a comprehensive understanding of consumer behaviour, the present study uses a mixed-methods approach. We surveyed a representative sample of more than 1,000 German consumers. To aid interpretation of the quantitative results, we also conducted 20 semi-structured interviews with consumers in Germany.
The State of Smart TV: Automatic Content RecognitionTV[R]EV
TV Data For Our Times: Back when America watched TV via rabbit ears or a 25-channel set top box, a panel-based measurement system based on viewers keeping diaries seemed like a perfectly reasonable way to measure what people were watching on TV.
But it’s 2018, and few people watch TV the old fashioned way anymore. They’re
increasingly watching TV via apps on digital devices and smart TVs. And even if those
apps are owned by traditional networks and MVPDs, the programming that’s on them is not getting counted.
That’s why there’s so much excitement about the data collected via ACR (Automatic Content Recognition) off of smart TVs.
DOWNLOAD THE REPORT HERE: https://mailchi.mp/tvrevolution/tvrev-white-papers
Send any comments/questions to yotvrev@gmail.com
This is mandatory reading for marketers, developers, and investors who are interested in the SoLoMo space. I think we’ll look back on The SoLoMo Manifesto as a reference for where social, local, and mobile stood at the start of 2012.”–Mark Evans, Creator of the Geo-Loco and Social-Loco conferences.
Consumers have become increasingly tech savvy, customizing their experiences and curating their minute-by-minute interactions with content, media and social networks. At the same time, the entertainment industry is booming, accelerating in pace and possibility. This has opened a whole new world of content-led marketing, though few brands have truly embraced this strategy to-date, putting real entertainment (and the budgets to support it) at the heart of their marketing. While not all brands can become a large-scale media entity, there is a valid case for making entertainment a permanent component of the marketing mix.
Today, brands should be asking: What content (not just message) is needed to tell my brand story? And how can this support my business ambition? The resulting strategy and breadth of content can then be applied across the year, leading to more opportunities to turn brands into true entertainment properties. The Ogilvy Branded Entertainment Assessment Model™ (Ogilvy BEAM™) brings rigor and consistency to the planning and measurement of this strategy.
At a time when brand stories must come alive through ongoing, multi-platform Branded Entertainment, the balance of logic and magic will bring out the inner greatness of brands.
The document discusses opportunities for out-of-home (OOH) advertising in a convergent media landscape. It notes that connectivity, sophisticated devices, and digitization are driving convergence. This allows OOH to influence digital behaviors like app downloads, website traffic, social media usage, search, and more. Specific opportunities discussed include video advertising across platforms, live broadcasts, redefining video screens through projection mapping, and driving app usage, price comparisons, coupon downloads, and mobile search through OOH campaigns.
Vi er efterhånden bevæbnet med internetopkoblede devices i alle afskygninger og vi bruger dem i alle mulige touchpoints. Lige fra erkendelse af vores behov til køb og ibrugtagning af et produkt eller service. E-handel handler derfor ikke alene om at kunne designe, udvikle og drive en webshop, men om at opbygge et samlet forretningskoncept, der er designet til at operere i et økosystem med digitalt opkoblede forbrugere. E-handlende må derfor fokusere på hele købsoplevelsen og alt hvad, der skal til for at sælge varer og services online. Og det handler om meget mere end at orkestrere onlinekanalen. Det handler om at integrere alle kanaler og touchpoints med kunden i centrum.
Hør, hvorfor din virksomhed skal opbygge en langt større indsigt i forbrugernes motiver og reaktionsmønstre på tværs af kanaler for at kunne udnytte de nyeste digitale muligheder. Fra reklamer, salgsmaterialer, den fysiske butik, kundeservice etc. Kort sagt, hvordan verden går fra e-handel til omnichannel.
v/Thomas Rosendahl, Director of Strategy og Morten Steinbach, Senior User Experience konsulent.
Blockchain Energy P2P Economy Observatoire-blockchains.com Pierre Paperon
Support de présentation de l'application de la blockchain à l'énergie peer-to-peer et à la nouvelle économie peer-to-peer avec la tokenization ou valorisation du temps et des biens partagés par chacun dans une localité.
Plus d'informations et références sur observatoire.blockchains.com
Big data in Apple- initiation of a long long journeyPierre Paperon
Récit d'une intervention chez Apple pour initier le Big Data et explorer la vingtaine d'applications immédiates. https://www.linkedin.com/pulse/big-data-chez-apple-pierre-paperon
OTT Services and Consumers' Communication Behaviour in GermanyRené C.G. Arnold
Mobile Messenger Apps and innovative telephony services are changing consumers’ communication behaviour fundamentally. They offer significantly more functionalities to consumers. They can send text, picture and video messages to others or share them with a group of their contacts. For consumers switching to OTT communication services is like the switch from type-writer to PC. They will use WhatsApp and other services for texting, but what really attracts them is the wealth of possibilities beyond.
The document provides lessons learned for achieving digital success based on testing over 1,000 digital campaigns. It outlines key lessons which include: engaging consumers by being relevant and bold; focusing on visual branding; exploiting the dynamic nature of the medium through storytelling and video; keeping messaging simple; making calls to action obvious; leveraging synergy across channels; and understanding that low reach digital ads can still be effective. The lessons are derived from Ipsos' proprietary digital research and aim to provide marketers with relevant measures of digital campaign performance.
Straight from the CMO: Marketing perspectives on an industry in transitionEricsson Latin America
Talking about the shift from voice-centric to data-centric models in telecommunications
Author: Marcel Noordman, Mobile Broadband Engagement Manager, Ericsson Latin America and Caribbean
As the telecommunication industry moves from a voice-centric to a data-centric model, operators are adapting all aspects of their business to address the new opportunities. In our interviews with 18 marketing and strategy executives, we found their main challenges centered on sustaining profitable growth, redefining value, delivering customer experience, innovating, competing successfully, and aligning their internal organizations and cultures. Operators who can make this voice-centric to data-centric transition successfully show a superior financial performance compared to their peers in the market.
This document summarizes the key findings of a bachelor's thesis about the opportunities of Real Time Bidding (RTB) for digital brand communication. The research included a literature review and interviews with industry professionals. The key finding is that RTB enables improved targeting capabilities and campaign optimization, increasing performance for conversion goals. However, RTB has limits for branding goals and lacks transparency. The document recommends that brands improve their RTB knowledge, assume more control over digital campaigns long-term through in-house expertise, and adapt roles to focus more on technology and data analytics.
The document discusses how travel and hospitality businesses can take advantage of digital technologies and mobile devices to improve the customer experience. It emphasizes that customers now expect 24/7 access to information across multiple devices as part of their "customer journey." While this presents challenges, it also provides opportunities to gather large amounts of customer data and gain insights into customers. The key is using this data to develop a complete, personalized understanding of each individual customer and their needs at every step of their journey in order to improve brand loyalty and increase spending.
- Technological innovations are happening rapidly and changing how people live and work, with more than 30 billion devices expected to be connected to the internet by 2020. Marketers must build deep connections with customers based on personalized experiences.
- Epsilon created a new digital messaging platform called Agility Harmony to help marketers achieve relevant, omnichannel experiences and overcome challenges of data-driven marketing. They designed it from the ground up based on input from clients to be flexible, scalable, and integrated across evolving channels.
- Agility Harmony aims to break down silos within marketing organizations and across departments by ingesting varied data sources and making them actionable across channels, enabling more strategic and efficient marketing workflows.
1) A survey of over 300 IT professionals found that while desktops are still commonly used, mobile device usage is growing. Currently 63% of employees primarily use desktops and 30% use laptops, but tablet and smartphone usage is increasing.
2) Mobile devices are being used alongside desktops in most organizations, but some organizations are replacing some or most desktops with mobile devices. Tablets are seen as most likely to replace desktops in the future if they can handle tasks currently requiring desktop power.
3) Biggest challenges in supporting multiple device types are software/app compatibility, device configuration, and security compliance. Screen size is also seen as limiting smartphone primary usage potential currently.
A New Source Of Data For TV Advertisers: The increasing adoption of smart television sets brings new opportunity for TV advertisers.
By 2021, eMarketer projects 114.3 million smart
TVs will be in American homes. And with all
of these new sets comes a wave of data that
will help advertisers create more actionable,
targeted campaigns designed to take
advantage of the new way Americans watch TV.
This newly popular method of capturing viewing
data uses Automatic Content Recognition (ACR)
technology to track what users are watching on
smart TVs, providing second-by-second reporting
that can be used to understand viewing
patterns and to measure the effectiveness of TV
advertising.
In this report we will break down the emerging
smart TV advertising ecosystem, examining how
ACR provides a novel way to capture attention
data and viewing habits. We’ll look at the major
players in ACR advertising and the privacy and
transparency concerns that advertisers need to
be aware of when utilizing this new kind of data.
DOWNLOAD THE REPORT HERE: https://mailchi.mp/tvrevolution/advancedad
Hidden in plain sight: How mobile is quietly revolutionizing the B2B worldOgilvy
Mobile@Ogilvy has published a new report into how business-to-business (B2B) brands can leverage “smart mobility” to gain significant competitive advantage. Entitled “Hidden in plain sight: How mobile is quietly revolutionizing the B2B world,” the report outlines key mobile opportunities for B2B marketers and describes how to develop mobile strategies for B2B brands.
Over-the-Top (OTT) services use the public internet to create added value for consumers. A prominent example of these services are applications that enable rich interactions between consumers by sending pictures and videos, facilitating group chats and offering other innovative functions such as mobile payment or ordering a taxi. Also, consumers can use OTT services to stream their favourite media anywhere and anytime.1
Surprisingly, there are limited consistent insights across two or more years for market development of OTT services in Germany. Consequently, the present study extends two studies2 published by WIK and Fresenius University of Applied Sciences in 2016 with new data. To achieve comparability over time, this study revolves around the same research questions as the previous studies. Additionally, the study provides consumer insights to inform current public debate about algorithms and data privacy.
To gain a comprehensive understanding of consumer behaviour, the present study uses a mixed-methods approach. We surveyed a representative sample of more than 1,000 German consumers. To aid interpretation of the quantitative results, we also conducted 20 semi-structured interviews with consumers in Germany.
The State of Smart TV: Automatic Content RecognitionTV[R]EV
TV Data For Our Times: Back when America watched TV via rabbit ears or a 25-channel set top box, a panel-based measurement system based on viewers keeping diaries seemed like a perfectly reasonable way to measure what people were watching on TV.
But it’s 2018, and few people watch TV the old fashioned way anymore. They’re
increasingly watching TV via apps on digital devices and smart TVs. And even if those
apps are owned by traditional networks and MVPDs, the programming that’s on them is not getting counted.
That’s why there’s so much excitement about the data collected via ACR (Automatic Content Recognition) off of smart TVs.
DOWNLOAD THE REPORT HERE: https://mailchi.mp/tvrevolution/tvrev-white-papers
Send any comments/questions to yotvrev@gmail.com
This is mandatory reading for marketers, developers, and investors who are interested in the SoLoMo space. I think we’ll look back on The SoLoMo Manifesto as a reference for where social, local, and mobile stood at the start of 2012.”–Mark Evans, Creator of the Geo-Loco and Social-Loco conferences.
Consumers have become increasingly tech savvy, customizing their experiences and curating their minute-by-minute interactions with content, media and social networks. At the same time, the entertainment industry is booming, accelerating in pace and possibility. This has opened a whole new world of content-led marketing, though few brands have truly embraced this strategy to-date, putting real entertainment (and the budgets to support it) at the heart of their marketing. While not all brands can become a large-scale media entity, there is a valid case for making entertainment a permanent component of the marketing mix.
Today, brands should be asking: What content (not just message) is needed to tell my brand story? And how can this support my business ambition? The resulting strategy and breadth of content can then be applied across the year, leading to more opportunities to turn brands into true entertainment properties. The Ogilvy Branded Entertainment Assessment Model™ (Ogilvy BEAM™) brings rigor and consistency to the planning and measurement of this strategy.
At a time when brand stories must come alive through ongoing, multi-platform Branded Entertainment, the balance of logic and magic will bring out the inner greatness of brands.
The document discusses opportunities for out-of-home (OOH) advertising in a convergent media landscape. It notes that connectivity, sophisticated devices, and digitization are driving convergence. This allows OOH to influence digital behaviors like app downloads, website traffic, social media usage, search, and more. Specific opportunities discussed include video advertising across platforms, live broadcasts, redefining video screens through projection mapping, and driving app usage, price comparisons, coupon downloads, and mobile search through OOH campaigns.
Vi er efterhånden bevæbnet med internetopkoblede devices i alle afskygninger og vi bruger dem i alle mulige touchpoints. Lige fra erkendelse af vores behov til køb og ibrugtagning af et produkt eller service. E-handel handler derfor ikke alene om at kunne designe, udvikle og drive en webshop, men om at opbygge et samlet forretningskoncept, der er designet til at operere i et økosystem med digitalt opkoblede forbrugere. E-handlende må derfor fokusere på hele købsoplevelsen og alt hvad, der skal til for at sælge varer og services online. Og det handler om meget mere end at orkestrere onlinekanalen. Det handler om at integrere alle kanaler og touchpoints med kunden i centrum.
Hør, hvorfor din virksomhed skal opbygge en langt større indsigt i forbrugernes motiver og reaktionsmønstre på tværs af kanaler for at kunne udnytte de nyeste digitale muligheder. Fra reklamer, salgsmaterialer, den fysiske butik, kundeservice etc. Kort sagt, hvordan verden går fra e-handel til omnichannel.
v/Thomas Rosendahl, Director of Strategy og Morten Steinbach, Senior User Experience konsulent.
Blockchain Energy P2P Economy Observatoire-blockchains.com Pierre Paperon
Support de présentation de l'application de la blockchain à l'énergie peer-to-peer et à la nouvelle économie peer-to-peer avec la tokenization ou valorisation du temps et des biens partagés par chacun dans une localité.
Plus d'informations et références sur observatoire.blockchains.com
Big data in Apple- initiation of a long long journeyPierre Paperon
Récit d'une intervention chez Apple pour initier le Big Data et explorer la vingtaine d'applications immédiates. https://www.linkedin.com/pulse/big-data-chez-apple-pierre-paperon
Peer to peer transactions of tokens representing generative photo voltaic capacity of kWh production at the facility level. An Ethereum enabled glimpse into the community energy sharing economy of the future
Bitcoin price rallied in Q4 2015, increasing 82% to end the quarter at $430.05. Trading volume on exchanges also increased significantly, rising 424% compared to Q4 2014. However, the growth rate of quarterly VC investment in the bitcoin/blockchain sector slowed from 11% in Q3 2015 to 3% in Q4 2015, though it is unclear if this decline is sector-specific or due to the overall VC environment. Major developments in the quarter included the European Court of Justice ruling that bitcoin sales are not subject to VAT, and 42 major financial firms partnering with R3 to explore blockchain applications.
How to manage and optimize mobile marketing using webanalytics - Remi van Bee...StormMC
Op 21 november vond in Hamburg de “Die einzige Google Analytics Konferenz in Deutschland” plaats. Het congres stond in het teken van analytics, customer journeys, dashboarding, attributie en conversieratio optimalisatie en wordt georganiseerd door o.a. onze partner Trakken.
Namens StormMC is Remi van Beekum (Chief Innovation Officer) van de partij. Hij is gevraagd om zijn visie op mobile te geven en zal ingaan op de groei van mobile, de lastigheid van het meten van cross-device gedrag en de wijze waarop advertentiebudgetten voor mobile kunnen worden ingezet.
In deze presentatie:
Waarom is Mobile zo belangrijk?
Wat is de volgende stap in mobile? (vanuit een marketingperspectief)
Hoe meet je succes, ROI of ROAS voor mobiele campagnes middels Google Analytics?
Waarom is het zo lastig om mobiel te converteren?
Hoe converteren mobiele bezoekers nog meer?
Hoe zijn cross-device conversies inzichtelijk te maken?
Een paar laatste tips
English summary:
Why is ‘mobile’ so important?
What is the next step in mobile?
How to measure succes/ ROAS for mobile campaigns using Google Analytics
Why mobile conversions are so hard
How to measure cross-device
Some final advice
Predictive Marketing: A fine line between useless data and patterns that sell.
Predictive marketing has been the buzzword recently. While most companies talk about it, many do not understand the underlying challenges and capabilities. Let's take a quick look at some of the current challenges for marketers, the data set and how predictive can serve a great purpose, if matured properly and embedded into our day to day activity.
Slides are powered by the team at https://www.Vbout.com - Powerful marketing technology for multi-channel campaigns
The document proposes an architecture for mobile marketing on Android devices that integrates information from social networks, existing data marts in a company, and geolocation data from mobile devices. This would allow customized advertisements to be delivered by email or SMS when a customer is near a store. The proposed architecture includes collecting user information and preferences from social networks via APIs, integrating this with data from a company's data marts on customers, products, sales and other dimensions, and delivering targeted ads to mobile devices based on the customer's location near a store. Metrics would also be collected to analyze the effectiveness of advertising campaigns.
The document outlines 7 key lessons that marketers can follow for successful digital advertising and communications. These lessons are based on analyzing over 1,000 digital campaigns and include engaging consumers visually, focusing on branding, using video to tell stories, keeping messages simple, making interactions obvious, leveraging synergy across channels, and recognizing that low reach does not mean lack of effectiveness. The document also provides background on the proprietary research and tools from Ipsos that were used to develop these lessons.
4 key elements to success in the 3rd platform by Jerod Powell - CEO INFINIT ...Jerod Powell
Digital Transformation, 3rd Platform, And Disruptive IT - What You Need To Know To Be Successful: Transform Or Die, That Simple.
In this Presentation, Jerod Powell, CEO of INFINIT Consulting is going to shed some light on why some partners are highly successful in the cloud and era of the 3rd platform and why some are seemingly stuck and dying a slow death.
1. The document summarizes a presentation about 5 things CMOs should know about marketing analytics.
2. It discusses involving analytics teams early in the process, organizing data around customers and their journeys, taking a forward-looking view through techniques like agent-based modeling, visualizing findings, and combining analytical skills with marketing expertise.
3. The presentation aims to help CMOs overcome common challenges in gaining insights from big data and improving marketing effectiveness.
Attribution models sound like a smart way to allocate credit to your different ad campaigns. But, they're inherently built from flawed and incomplete data, meaning that it's impossible to assign credit to the right campaigns. This means that they are almost certainly making you draw the wrong conclusions. Rich is going to explain how you change that, and break down how incrementality models can help you make better decisions with your creative, your strategy and your media buying
Key Takeaways:
- Attribution and Measurement are different things
- Attribution is not sufficient for measuring the impact of your marketing campaigns
- Increasing privacy thresholds mean that it will only get worse at this
- Incrementality, captured through several methods, is the most powerful method at our disposal to capture and deliver growth
Attribution models sound like a smart way to allocate credit to your different ad campaigns. But, they're inherently built from flawed and incomplete data, meaning that it's impossible to assign credit to the right campaigns. This means that they are almost certainly making you draw the wrong conclusions. Rich is going to explain how you change that, and break down how incrementality models can help you make better decisions with your creative, your strategy and your media buying
Key Takeaways:
- Attribution and Measurement are different things
- Attribution is not sufficient for measuring the impact of your marketing campaigns
- Increasing privacy thresholds mean that it will only get worse at this
- Incrementality, captured through several methods, is the most powerful method at our disposal to capture and deliver growth
Mapping the value of your customer's journey (new deck)GoDaddy
The document discusses how journey mapping can be used to illuminate customer behavior and identify opportunities to improve the customer experience. It provides an overview of Ethology, a customer experience agency, and covers how journey mapping works, when it should be used, and how understanding touchpoints and moments of truth can help optimize marketing strategies. Examples are given of how journey mapping helped a client improve their website and increase conversions by addressing questions and needs identified at different stages of customers' decision journeys.
Mapping the value of your customers journeyEthology
The game has changed with customer engagement! Go beyond just "journey-mapping" and understand the micro-moments of your customer's entire process of interaction with your brand. There are right and wrong moments of content implementation that could be costing you profit!
Get more insights on the following:
- Customers are in the driver seat with engagement points more often than the brand
- User Experience (UX) can illuminate the customer journey and find more meaningful ways to connect with them
- True strategy and planning are a process that must be ongoing versus just a "start-point"
SPEAKER:
Anthony Quiroz, UX Design Strategist at Ethology
Machine learning and remarketing are two very popular ways of enhancing marketing campaigns. Used in tandem, they can deliver much better business outcomes. This session reveals how to get started with machine learning-driven remarketing using R.
The Technology Horizon: Essential Technologies for Legal MarketersAdam Stock
The document discusses 14 trends in marketing technology that law firms need to follow: 1) Chief Marketing Technologist, 2) Cloud computing, 3) Niche marketing, 4) Multi-device support, 5) Marketing automation, 6) Generational marketing, 7) Relationship capital, 8) Sales automation, 9) Intelligence tools, 10) Information platforms, 11) Content marketing, 12) Content branding, 13) Social marketing, 14) Multi-modal learning. It emphasizes that marketers need to master emerging technologies to effectively reach clients. Law firms should develop integrated marketing technology strategies and toolsets to optimize efforts in planning, creating, distributing, converting, and analyzing content.
This document discusses measuring return on investment (ROI) from social media marketing and reputation management initiatives. It provides examples of ROI opportunities for dealerships that implement social media strategies, including increased leads, sales, customer lifetime value, and more. It also discusses the importance of tracking metrics and correlating actions to measurable impacts in order to accurately calculate ROI. Historical data collection and analysis can provide a baseline for measuring changes from social media activities.
The document discusses how to measure return on investment (ROI) from social media marketing and reputation management initiatives, providing examples of metrics and ROI opportunities from activities like content marketing, reputation monitoring, and traffic generation. It also outlines approaches for quantifying the value of social media followers and intangible benefits through metrics like customer satisfaction and loyalty.
This document discusses several mobile marketing trends that will drive the industry in 2018. It focuses on artificial intelligence, blockchain technology, voice/audio advertising, augmented and virtual reality, location-based services, mobile payments and security, messaging platforms, micromoments and influencers, multi-touch attribution, and the transparent use of data and programmatic media buying. The trends highlighted emphasize how mobile will continue to transform marketing and businesses through more personalized experiences, automated optimization, and real-time insights.
Presentation by Eura Nova on disruptive trends & business models due to cloud computing solutions - presented at sales summit 2 by Minds&More (oct 9, 2013); presented by Eric Delacroix of Eura Nova ...
Online marketplace analysis - Smart insights - dave chaffeyDave Chaffey
This document discusses analyzing the online marketplace for an organization called i-to-i. It covers:
1. Creating an internet-specific SWOT analysis and online marketplace map to understand key players.
2. Defining main customer types and personas for i-to-i based on preferences, behavior, and influencers.
3. Identifying relevant partners, competitors, and intermediaries like portals, affiliates, aggregators and blogs to benchmark against.
Craig Rispin Keynote - Australian Veterinary Association 2013 ConventionCraig Rispin
The document discusses trends affecting the veterinary profession, including rising education costs, declining wages, and increased workload. It notes that some trends are "alarming" and could threaten the survival of the profession. It then covers topics like the growth of mobile technology and apps, the rise of digital health monitoring, and the potential for new diagnostic technologies using biosensors. The use of social media, mobile apps, and cloud-based services to transform veterinary practice management is also discussed.
Know Your Data 1. The ArnetMiner citation dataset (provide.docxDIPESH30
Know Your Data
1. The ArnetMiner citation dataset (provided by arnetminer.org) by year 2012 can be downloaded in
the attached file.
(1) Count the number of authors, venues (conferences/journals), and publications in the datasets.
(2) What are the min, max, Q1, Q3, and median number of publications per author? Can you plot
the histogram for number of publications per author?
(3) What are the min, max, Q1, Q3, and median number of citations per author? Can you plot the
histogram for number of citations received per author?
(4) Please plot the scatter plot between the number of publications vs. the number of citations for
authors who have more than 5 publications.
Classification for Matrix Data
2. Decision Tree
Construct a decision tree for the following training data, where “Edible” is the class we are going to
predict. Information gain is used to select the attributes. Please write down the major steps in the
construction process (you need to show the information gain for each candidate attribute when a new
node is created in the tree).
3. Naïve Bayes
Consider a Naïve Bayes model for spam classification with the vocabulary V = {secret, offer, low, price,
valued, customer, today, dollar, million, sports, is, for, play, healthy, pizza}, where each word in the
vocabulary is considered as a feature, and their values could be either 1 or 0, denoting whether they exist
in one message. We have the messages and labels in the following table:
Messages Class label
Million dollar offer Spam
Secret offer today Spam
Secret is secret Spam
Low price for valued customer non-spam
Play secret sports today non-spam
Sports is healthy non-spam
Low price pizza non-spam
Give the MLEs for the following parameters:𝜃𝑠𝑝𝑎𝑚 = 𝑃(𝐶𝑠𝑝𝑎𝑚 ), 𝜃𝑠𝑒𝑐𝑟𝑒𝑡|𝑠𝑝𝑎𝑚 = 𝑃(𝑠𝑒𝑐𝑟𝑒𝑡 = 1|𝐶𝑠𝑝𝑎𝑚 ),
𝜃𝑠𝑒𝑐𝑟𝑒𝑡|𝑛𝑜𝑛−𝑠𝑝𝑎𝑚 = 𝑃(𝑠𝑒𝑐𝑟𝑒𝑡 = 1|𝐶𝑛𝑜𝑛−𝑠𝑝𝑎𝑚 ), 𝜃𝑠𝑝𝑜𝑟𝑡𝑠|𝑛𝑜𝑛−𝑠𝑝𝑎𝑚 = 𝑃(𝑠𝑝𝑜𝑟𝑡𝑠 = 1|𝐶𝑛𝑜𝑛−𝑠𝑝𝑎𝑚 ), and 𝜃𝑑𝑜𝑙𝑙𝑎𝑟|𝑠𝑝𝑎𝑚 =
𝑃(𝑑𝑜𝑙𝑙𝑎𝑟 = 1|𝐶𝑠𝑝𝑎𝑚 ).
4. Support Vector Machine
# x1 x2 class
1 2.46 2.59 1
2 3.05 2.87 1
3 1.12 1.64 1
4 0.01 1.44 1
5 2.20 3.04 1
6 0.41 2.04 1
7 0.53 0.77 1
8 1.89 2.64 1
9 -0.39 0.96 1
10 -0.96 0.08 1
11 2.65 -1.33 -1
12 1.57 -1.70 -1
13 3.05 0.01 -1
14 2.66 -1.15 -1
15 4.51 -0.52 -1
16 3.06 -0.82 -1
17 3.16 -0.56 -1
18 2.05 -0.62 -1
19 0.71 -2.47 -1
20 1.63 -0.91 -1
Given 20 data points and their class labels in the above, suppose by solving the dual form of the
quadratic programming of svm, we can derive the α′s for each data point as follows:
α7 = 0.4952
α18 = 0.0459
α20 = 0.4493
Others = 0
(1) Please point out the support vectors in the training points.
(2) Calculate the normal vector of the hyperplane: w
(3) Calculate the bias b, according to b = ∑ (yk − w′xkk:αk≠0 )/Nk , where xk = (xk1, xk2)′ indicate the
support vectors and Nk is the total number of
Similar to Big data in leading international company (20)
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA MATKA FAST RESULT MILAN RATAN RAJDHANI MAIN BAZAR MATKA FAST TIPS RESULT MATKA CHART JODI CHART PANEL CHART FREE FIX GAME SATTAMATKA ! MATKA MOBI SATTA 143 spboss.in TOP NO1 RESULT FULL RATE MATKA ONLINE GAME PLAY BY APP SPBOSS
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
in the American Kennel Club's annual survey of the country's most
popular canines. The French Bulldog is the new top dog in the
United States as of 2022. The stylish puppy has ascended the
rankings in rapid time despite having health concerns and limited
color choices.”
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
https://rb.gy/usj1a2
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
How to Implement a Real Estate CRM SoftwareSalesTown
To implement a CRM for real estate, set clear goals, choose a CRM with key real estate features, and customize it to your needs. Migrate your data, train your team, and use automation to save time. Monitor performance, ensure data security, and use the CRM to enhance marketing. Regularly check its effectiveness to improve your business.
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
1. Big data in Apple
fr.linkedin.com/in/paperon/ pierre.paperon@gmail.com
2. These slides present a fraction of the work achieved for Apple few years ago. A business
process has been choosen to share knowledge in a structured way.
It was part of a broader engagement aimed at a radical improvement of salesforce
performance (leading to iSales) and EMEA re-org due to iPhone weight
Obviously, big data was available and datamining brought new perspectives on far more
than salesforce performance :
Assessment of country potential as well as region or suburb
Link between sales of different products
Drivers and levers of POS (point of sales) growth
Impact on sales of advertising campaigns
Estimate of POS potential and identification of ideal mix of format to exploit area potential
Purpose of this document is to show that
datamining and big data are parts of a global innovation game plan for any company
Each company have enough data to define and begin its own digital or bid data journey
Define a vision
or global move
path
Transform
findings in
actions
Exec summary
Kill
misleading
beliefs
Build models and
practice darwinism
between models
Generate first
findings and
expand
Define a path
to datamine
Big picture and
big questions
fr.linkedin.com/in/paperon/ pierre.paperon@gmail.com
3. Big picture for data crunching + resource allocation : from HQ to markets
AppStore
iPhone/
Carriers
POS
APR
(Major
Accounts)
Retail
iTuneU
(media,
writers,
…)
OnLine
Store
iTune
Apple
Care
Apple
Retail
Store
Define a vision
or global move
path
Transform
findings in
actions
Kill misleading
beliefs
Install darwinism
between models
Generate first
findings and
expand
Define a path
to datamine
Big picture and
big questions
fr.linkedin.com/in/paperon/ pierre.paperon@gmail.com
4. Always begin a Big Data work by few questions that may evolve during
the work (hypothesis driven approach/ McKinsey)
1. Can I model store sales and benchmark
store performance between them in a
fair way by taking into account
competitors and specific environments?
2. How can we forecast the number of
CPU in a town or geographical area
(close to potential) in order to allocate
efficiently resources among them?
3. What is the nature of the relationship
between CPU sales and iPhone sales at
a micro (zip code) or macro (country)
level?
4. Can I forecast PC market in a country by
using very simple set of variables? (that
is to say 2-3 max)
What is the optimal channel mix
to capture potential of a specific
geographical area or maximize
my ROCE or ROI?
What is optimal resource
allocation between
existing POS,
new town coverage or
new emerging country?
“Begin Big data with big
picture and big questions”
Define a vision
or global move
path
Transform
findings in
actions
Kill misleading
beliefs
Install darwinism
between models
Generate first
findings and
expand
Define a path
to datamine
Big picture and
big questions
fr.linkedin.com/in/paperon/ pierre.paperon@gmail.com
5. Find a way to structure data and define collectively one path to follow
Whatever the kind of bid data you are doing or will do, find an elegant way to
structure information or data. More especially when you are facing
complexity brought by multi –
Products or categories
Channels
Partners
Geos
Time frames and granulometries
For the job done in Apple, a structure was looked for early on to
communicate, share insights and define a path to explore and classify
informations.
The pyramid, ranking information from macro at the top down to micro at
the bottom, offered a neat image to combine sources and explore new paths
which had never been walked before
Basement as been added for example to begin predictive modeling of
individual behavior or patterns
Define a vision
or global move
path
Transform
findings in
actions
Kill misleading
beliefs
Install darwinism
between models
Generate first
findings and
expand
Define a path
to datamine
Big picture and
big questions
fr.linkedin.com/in/paperon/ pierre.paperon@gmail.com
6. Pyramid structure to classify predictive models and first R2 calculations
Registered PCs,
Online Sales, registered
mobiles, population,
GDP, income, kids ...
Training points, population in
X km radius around POS,
distance to competitors,
product registrations ...
Predictive
model of:
Correlation
rate (R2)
Key variables
PC Total
Market/country 91% GDP
Mobile
PC Available
market/country 89% Broad-band
access
iPhone pull effect
on PC sales per
week
50 to 90% Mobile sales
Units/POS
180 retail 77%
Mobile
Population
GDP
Training
Sales per
ZipCode 89%
Mobile
Population
GDP
GDP, Internet, literacy, mobile
subscriber, broadband penetration,
roads, >$35k income, life expectancy,
general physicians ...
Data available
EMEIA
France
(among 130
countries)
600 POS
(e.g. for France)
6 000 zip codes
(e.g. for France)
Online Sales, mobile registered,
PCs + mobile sales …
Define a vision
or global move
path
Transform
findings in
actions
Kill misleading
beliefs
Install darwinism
between models
Generate first
findings and
expand
Define a path
to datamine
Big picture and
big questions
fr.linkedin.com/in/paperon/ pierre.paperon@gmail.com
7. Correlation of 83% at a macro level (countries) between PC and mobiles…
Mobile sales
PC sales
Define a vision
or global move
path
Transform
findings in
actions
Kill misleading
beliefs
Install darwinism
between models
Generate first
findings and
expand
Define a path
to datamine
Big picture and
big questions
fr.linkedin.com/in/paperon/ pierre.paperon@gmail.com
8. Correlation of 92% at a POS between PC and mobiles…
But let’s be cautious with correlation rate which is not causality. What’s the nature of the
relationship between the two variables and more specifically:
• what is the best predictor of PC (or CPU) sales ?
• what is the predictive model to forecast sales ?
Define a vision
or global move
path
Transform
findings in
actions
Kill misleading
beliefs
Build models and
practice darwinism
between models
Generate first
findings and
expand
Define a path
to datamine
Big picture and
big questions
fr.linkedin.com/in/paperon/ pierre.paperon@gmail.com
9. Following initial findings came exhaustive gathering of informations
available for each of 6000 geographical units:
250 exogenous (external to Apple) variables, 50 endogenous variables
Define a vision
or global move
path
Transform
findings in
actions
Kill misleading
beliefs
Build models and
practice darwinism
between models
Generate first
findings and
expand
Define a path
to datamine
Big picture and
big questions
fr.linkedin.com/in/paperon/ pierre.paperon@gmail.com
10. Mapping of data needed to do appropriate business intelligence
Define a vision
or global move
path
Transform
findings in
actions
Kill misleading
beliefs
Build models and
practice darwinism
between models
Generate first
findings and
expand
Define a path
to datamine
Big picture and
big questions
fr.linkedin.com/in/paperon/ pierre.paperon@gmail.com
11. Define a vision
or global move
path
Transform
findings in
actions
Kill misleading
beliefs
Build models and
practice darwinism
between models
Generate first
findings and
expand
Define a path
to datamine
Big picture and
big questions
fr.linkedin.com/in/paperon/ pierre.paperon@gmail.com
12. Define a vision
or global move
path
Transform
findings in
actions
Kill misleading
beliefs
Build models and
practice darwinism
between models
Generate first
findings and
expand
Define a path
to datamine
Big picture and
big questions
List of all statistical tools and maximum skills within team or company to
cover maximum of ground or push the envelop to its extreme.
fr.linkedin.com/in/paperon/ pierre.paperon@gmail.com
13. What is the best predictor of CPU sales at micro level (zip code) ?
CPU info at
Zip Code
level
POS
sales
On Line
sales Total
Registere
d CPU 158 000 95 000 253 000
Non
registered
CPU
294 000
(2/3) 294 000
Tolal 452 000 95 000 547 000
R2 with
iPhone
registered
POS sales
On Line
sales
CPU 96% 94%
R2 with
population POS sales
On Line
sales
Registered
CPU 74% 72%
iPhone and OnLine sales are
unbeatable predictors of sales
at a micro level = potential
France ‘09 formula: 1 PC = 3
iPhone
This allows to benchmark
existing coverage and shows
holes in coverage
Define a vision
or global move
path
Transform
findings in
actions
Kill misleading
beliefs
Build models and
practice darwinism
between models
Generate first
findings and
expand
Define a path
to datamine
Big picture and
big questions
Exemple of a formula for PC sales per zip code:
(linear simplification of genetic algorithm model for average value)
:
Example of POS sales based on other POS presence
(linear visualisation of a sigmoid function issued from neural network
modeling)
fr.linkedin.com/in/paperon/ pierre.paperon@gmail.com
14. Kill misleading beliefs. Example : there is an halo effect for iPhone - 1
Number of POS per zip code
Define a vision
or global move
path
Transform
findings in
actions
Kill misleading
beliefs
Build models and
practice darwinism
between models
Generate first
findings and
expand
Define a path
to datamine
Big picture and
big questions
It was a static vision of the impact
of iPhone on other products.
Obviously something was going
on between the two products
Some specific modeling led to key
findings
Yes iPhone had an impact by
opening the market and building
brand equity and product value
So, far more interestingly than
halo effect, it was a towing effect,
iPhone providing a tremendous
traction to all other products and
increasing sales potential
fr.linkedin.com/in/paperon/ pierre.paperon@gmail.com
15. Kill misleading beliefs. Example : there is an halo effect for iPhone - 2
Define a vision
or global move
path
Transform
findings in
actions
Kill misleading
beliefs
Build models and
practice darwinism
between models
Generate first
findings and
expand
Define a path
to datamine
Big picture and
big questions
fr.linkedin.com/in/paperon/ pierre.paperon@gmail.com
16. Findings in actions: Identification of Zip Codes with highest untapped potential
Use of X iPhone for 1 CPU ratio to define
highest potential zip codes in France
4500 zip codes plotted
The asymptote is 1.5 and is reached in many zip
codes and more often with POS>4
French potential for CPU is x millions but it
moves with iPhone penetration growth
Utility function of cost of coverage has to be
plugged in to find cut-off points
iPhone POS and sales per zipcode is critical to
balance resource allocation
iPhone sold/
CPU sold off-line
per zip code
Number of POS per zip code
Angers 2.6
OnLine = 15%
Strasbourg1.5
OnLine=13%
Toulouse1.9
OnLine=13%
Montpellier1.7
OnLine=6%
Geneviliers5.2
OnLine=14%
Pau 5.3
OnLine = 40%
Concarneau 6
OnLine = 40%
Lannion 9
OnLine = 55%
Paris172.3
OnLine=16%
Nancy2
OnLine=13%
asymptote
Define a vision
or global move
path
Transform
findings in
actions
Kill misleading
beliefs
Build models and
practice darwinism
between models
Generate first
findings and
expand
Define a path
to datamine
Big picture and
big questions
17. Ranking of most attractive zip codes for CPU and extra coverage opportunities
*red bar means no POS
Define a vision
or global move
path
Transform
findings in
actions
Kill misleading
beliefs
Build models and
practice darwinism
between models
Generate first
findings and
expand
Define a path
to datamine
Big picture and
big questions
fr.linkedin.com/in/paperon/ pierre.paperon@gmail.com
Use of best models
provides neat insight and
tool for country managers
and sales account
managers
Opportunities of better
coverage or untapped
potential are just “popping
up” when 1000 towns are
listed as on beside chart
This model combined with
the one of point of sales
provides the “Coke
formula” for optimal POS
format choice per zone.
18. How big data is connected with salesforce performance ?
How to improve
Account Manager
performance ?
Use few IT systems
leveraging Corp. tool
and support
Assess account and
geos potentials for
better coverage and
allocation of resource
Be world-class in
Account
Management for
clients (new+current)
Get better forecasts
weekly, M, Q, H and
Y wise to free up time
Client 3.0
initiative +
incentives
Predictive
analytics
Definition and making
of single SalesForce
automation tool for
the whole company
New predictive
tools available
Define a vision
or global move
path
Transform
findings in
actions
Kill misleading
beliefs
Build models and
practice darwinism
between models
Generate first
findings and
expand
Define a path
to datamine
Big picture and
big questions
fr.linkedin.com/in/paperon/ pierre.paperon@gmail.com
19. Which dynamic path to extract the most actionable and profitable levers from data ?
Data collection
and warehousing
Cleaning of data
Security
management
Choice of
updating
frequency
Data
Analysis and
visualization
Static modeling
Predictive
modeling
Global and real time
modeling
2-3 dimensional
cuts on charts
Geo mapping
Benchmarking
amongst
formats or geos
Broaden set of
users
Simple statistics
with correlation
rates to identify 4-5
key variables
Simple linear
regression models
Portfolio cinematic
view
Field testing with
relevant managers
Advanced stats with non-
linear modeling
Models in competition
with each others
Broad business
perspective: town against
country against levers
Integration in Account
management tools
Real time improvement of
models
Generation of new models
Direct link with EDW
Global/WW business
perspective
Apply to all services (e.g. HR
for 6 month ahead needs)
Time
Collective
datamining
skill
Keyactivities
Current EMEIA position
Outputs:
Main business levers
Link between products
Potential estimates
POS performance
SAMI impact
Training needs
Outputs:
New coverage needs
Optimal mix of POS
Forecast weekly/quart.
Efficiency of allocations
KPI and reco in SFA
“What if” functions
Individual buyer model
Cross-selling directions
Outputs:
Resource optimization
between Bus
Identification of lead
countries
Collective sharing of
findings and best practices
Cross-selling opportunities
Better accuracy due to
meta-models
Live and new models
Define a vision
or global move
path
Transform
findings in
actions
Kill misleading
beliefs
Build models and
practice darwinism
between models
Generate first
findings and
expand
Define a path
to datamine
Big picture and
big questions
fr.linkedin.com/in/paperon/ pierre.paperon@gmail.com