The document discusses the importance of brand-driven conversion in marketing, emphasizing a balance between data-driven strategies and maintaining brand identity. It highlights the 'zero moment of truth' in consumer behavior and provides insights into targeting specific audiences effectively. The authors, from the conversion agency Butter+Fish, also outline tactics for optimizing campaigns and improving conversion rates, urging marketers to remember the value of their brand amidst data analysis.

2. Brand Driven Conversion
Jeroen van Egmond (Butter+Fish)
Marc Maas (XXS)

3. Topics
• About us
• Left versus right brain – Working with creatives
• Zero moment of thruth
• Case – Carglass
• Brand and Challengers

4. About us
Butter+Fish | The conversion company
Data Driven marketing agency
Focus on sales & conversion optimalisation
Part of full service communications agency – XXS AMSTERDAM

5. A little story about A/B
testing
Where the left and right brain sometime meet in an creative agency

8. You are going to
do what.....?!

9. Oeps…!

10. Data and touchpoints
Zero Moment Of Truth

11. Life was so easy (right?)
Thank you: Think Insights with Google

12. Touchpoints – Zero moment of Truth
Thank you: Think Insights with Google
Inbound marketing

14. Balance between Push and Pull
can't live with it,
can't live without it.
PUSH PULL

15. Brand Driven Conversion
Dont forget your brand when creating content.

16. Online (Data Driven)
campaign

19. Male, car owners…

20. Why should we invest in online
campaigning…?
It’s going fine as it is…

21. Take it a step further…
Ask ourselfs a couple of questions….

22. What drives conversion?

23. Campaign creatives

25. Target audience
Retargeting
Holiday
Entrepreneurs
Insurance
Whitespots /Hotspots
Car sellers
Woman / young mothers
General
Target audience
Retargeting
Holiday
Whitespots /Hotspots
Woman / young mothers
General
Target audience
Retargeting
Holiday
Whitespots /Hotspots
Woman / young mothers
General
Target audience
Retargeting
Holiday
Woman / young mothers
General
CTR* Conversies **
Evaluatie en optimalisatie
Target audience
Car sellers
Entrepreneurs
Insurance
NEW
Algemen texttlinks +
extra budget
Banners + textlinks
Whitespots
Banners
Hotspots Den bosch
Almere
Textlinks:
Hotspots
Whitespots
young mothers
Holiday
Target audience
Retargeting
Woman / young mothers
General

26. Conversions*
After the campaign stopped

27. Result
• Defined new target audience..

28. 3. Campaign /
traffic
4. Conversion test 5. Statistics 6. Results1. Strategy /
Tactics
2. Concept
The proces: Plan, Do, Check, Act!

29. Data is awesome…
• … do not forget your brand
• Well known and trusted brands just sell easier

30. The “old” models still work (1925)
conviction
Satisfaction

31. Brand & Challengers
Butterfly in the Boxingring

33. 7 rules for challengers who want to win
and marketleaders who don’t want to
lose.
1. Inside is outside
2. Win your client harts
3. A pricefigther is not a challenger
4. Get in to the boxingring
5. Attack your opponent in his weakness of his strength
6. Move like a butterfly
7. Fcuk the comfort zone

34. One last thing…
If you are not getting the data or conversion you are hoping for?!

36. Butter+Fish | The conversion company
J.S. van Egmond | Managing partner
vanegmond@butterandfish.nl