This document discusses digital marketing strategies using data. It covers the 4 P's of marketing - product, price, place and promotion. It then discusses using data from various sources like surveys, web traffic, purchases and social media to conduct market research and customer segmentation to better target customers. Specific strategies discussed include customer acquisition, retention, cross-selling, upselling, churn prediction and using tools like marketing automation to implement personalized marketing campaigns.
Many if not most business have both online and offline components to their marketing ecosystem. In this session Justin Schuster and Brandon Bethea explore the challenges and opportunities presented by connecting these two worlds together through the lens of a big box retailer to drive greater understanding and improved marketing performance.
When you think of Amazon, you probably think eCommerce. With more than twenty years helping millions of customers find, discover and buy the products they want, that’s understandable.
In Caleb Hill’s Beyond Retail discussion, we will look at how Amazon innovation launched Amazon Media Group, or AMG, our advertising arm. At AMG, we focus on developing new and exciting innovations that delight our shoppers and advertisers alike.
Please join us to learn more about how we innovate across Amazon, as well as engaging ways to grow your brand’s presence and reach customers.
Speaker: Caleb Hill, Advertising Sales Director, UK & Spain
New Commerce Commerce: All Things InstacartCatalyst
Getting Started Marketing on Instacart
Instacart is booming. It experienced exponential growth in 2020 and 63% of Instacart customers plan to use the service even more in the future. This translates to major opportunities for brands of all shapes and sizes. Instacart offers new ways to market your brand, connect with customers, and efficiently drive sales. But, how do brands get started with Instacart? How do you harness the power of Instacart to promote your brand or product? We have you covered. Join Catalyst, Instacart, and Pacvue as we share key considerations for a rock-solid Instacart marketing strategy.
In this three-part presentation, we’ll cover:
- The Landscape: We’ll explore today’s online grocery landscape, highlighting the consumer trends fueling Instacart’s ascent. Discover how consumers use Instacart today, the changing demos of Instacart users, the connection between online grocery and in-store sales, and more.
- Instacart 101: We’ll provide an overview of the Instacart Advertising platform and paid media offering, including tips and best practices for strategy and execution. We’ll also discuss the importance of product detail page (PDP) optimization for visibility and conversions.
- Leaning into the Instacart Opportunity: We’ll share real-life examples of how advertisers are leaning into the Instacart opportunity to acquire customers and drive sales, and how they are thinking about Instacart in a post-COVID world.
Understanding Product Recommendations: Value, Functionality & Best PracticesDynamic Yield
For e-commerce marketers, selecting and presenting the right products based on a user's mindset and stage of the purchase funnel is key to optimizing conversions. But with thousands of products to choose from, how does a retailer select just a few personalized recommendations for each visitor?
We've learned a thing or two from powering tens of millions of recommendations on behalf of our clients and we're thrilled to share this understanding with you in the presentation below. We're confident you'll gain a better understanding of recommendations. And if you'd like to implement these strategies on your site, please contact us for a live demo.
Many if not most business have both online and offline components to their marketing ecosystem. In this session Justin Schuster and Brandon Bethea explore the challenges and opportunities presented by connecting these two worlds together through the lens of a big box retailer to drive greater understanding and improved marketing performance.
When you think of Amazon, you probably think eCommerce. With more than twenty years helping millions of customers find, discover and buy the products they want, that’s understandable.
In Caleb Hill’s Beyond Retail discussion, we will look at how Amazon innovation launched Amazon Media Group, or AMG, our advertising arm. At AMG, we focus on developing new and exciting innovations that delight our shoppers and advertisers alike.
Please join us to learn more about how we innovate across Amazon, as well as engaging ways to grow your brand’s presence and reach customers.
Speaker: Caleb Hill, Advertising Sales Director, UK & Spain
New Commerce Commerce: All Things InstacartCatalyst
Getting Started Marketing on Instacart
Instacart is booming. It experienced exponential growth in 2020 and 63% of Instacart customers plan to use the service even more in the future. This translates to major opportunities for brands of all shapes and sizes. Instacart offers new ways to market your brand, connect with customers, and efficiently drive sales. But, how do brands get started with Instacart? How do you harness the power of Instacart to promote your brand or product? We have you covered. Join Catalyst, Instacart, and Pacvue as we share key considerations for a rock-solid Instacart marketing strategy.
In this three-part presentation, we’ll cover:
- The Landscape: We’ll explore today’s online grocery landscape, highlighting the consumer trends fueling Instacart’s ascent. Discover how consumers use Instacart today, the changing demos of Instacart users, the connection between online grocery and in-store sales, and more.
- Instacart 101: We’ll provide an overview of the Instacart Advertising platform and paid media offering, including tips and best practices for strategy and execution. We’ll also discuss the importance of product detail page (PDP) optimization for visibility and conversions.
- Leaning into the Instacart Opportunity: We’ll share real-life examples of how advertisers are leaning into the Instacart opportunity to acquire customers and drive sales, and how they are thinking about Instacart in a post-COVID world.
Understanding Product Recommendations: Value, Functionality & Best PracticesDynamic Yield
For e-commerce marketers, selecting and presenting the right products based on a user's mindset and stage of the purchase funnel is key to optimizing conversions. But with thousands of products to choose from, how does a retailer select just a few personalized recommendations for each visitor?
We've learned a thing or two from powering tens of millions of recommendations on behalf of our clients and we're thrilled to share this understanding with you in the presentation below. We're confident you'll gain a better understanding of recommendations. And if you'd like to implement these strategies on your site, please contact us for a live demo.
The Power of SEO: Protect Your Bottom Line & Future Proof Your BrandCatalyst
The economic rollercoaster of 2020 has forced many marketers to pause paid media, scale back campaigns, and reevaluate future strategies. In the face of this rapid and unpredictable change, SEO has remained a tried and true way to generate cost efficiencies, own your brand, and future-proof your business. Catalyst, part of GroupM, is hosting a new SEO webinar with MediaPost to show you how and why. Tim Eschenauer, Head of SEO for GroupM, will discuss the SEO imperative, exploring how SEO can maximize performance regardless of economic climate.
Learn how SEO can help:
- Create efficiencies & save costs. Discover how SEO can prevent you from needlessly paying paid search premiums. We’ll discuss how SEO can increase your paid quality scores to maximize efficiencies and benefit your bottom line.
- Own your brand presence. Uncover how SEO can help you take control of your brand presence, fend off competition, and reach consumers.
- Future-proof your business (for the good times & bad). Learn how building a strong organic presence today can prepare your brand for future, regardless of what that future holds. Prioritizing SEO now can better prepare you for future disruptions or paid media reductions while also maximizing results when it’s business as usual.
eMarketer Webinar: Reaching the Right Audience—Ad Targeting TrendseMarketer
Join eMarketer Principal Analyst David Hallerman as he explains how getting through to those interested in a marketer’s pitch demands a blend of the right audience, the right medium and the right message.
Going Beyond Retargeting: A 3-Step Targeting Strategy To Identify Customers A...GLG (Gerson Lehrman Group)
Retargeting is one of the most commonly used marketing tactics as it is able to bring back the 98% of site visitors who leave without converting. Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online. The beauty to this technology is that it is only serving ads to people who have shown at least some amount of engagement in your brand. This makes retargeting a smarter spend than most other display ad campaigns as it focuses on your brand’s engaged user. However, retargeting alone often end up a smaller size of target audience pool, meaning less traffic and sales opportunities.
In this real case study, we will demonstrate how the use of the different data together with the targeting techniques can assist the different stages along a business’ customer buying cycle.
Website visitor analysis for E-commerceJongJin Lee
*If you see the screen is not good condition, downloading please.*
Website visitor analysis for e commerce
- Marketing Funnel
- How to get your First Customers for your E-commerce Shop
- Successful E-commerce Website Content drill-down
- The 4-step Framework for E-commerce Content Marketing
- Application techniques in accordance with the behavior
Patterns of consumers
How to measure your share of the digital shelf?Rosie Pham
Read on if you want to learn about:
- What is e-commerce digital shelf?
- Why is it important to measure digital shelf ranking?
- How to measure your share of the digital shelf?
⬇️⬇️⬇️⬇️⬇️
* Access BlueBoard Search Performance: http://bit.ly/31w8NxX
* Subscribe BlueBoard Resources: http://bit.ly/2M4MCLH
* Discover BlueBoard: https://blueboard.io/
Behavioural,Contextual & Semantic Targeting | Ali Ryan, Valued Interactive Me...iStrategy
Behavioural targeting has led to huge rewards for many of today's marketing leading organisations. Presented by Ali Ryan, Director of Valued Interactive Media at iStrategy Sydney 2010.
Crossing Paths: Meet Customers Wherever They Are on Their Journeyedynamic
Caroline Schmid, edynamic’s Vice President for Demand Generation Services will help you to encounter your customers and prospects one-to-one in her session – combining marketing technologies for omni-channel communication.
Mining Google Analytics for Marketing InsightsKash Dhanda
Google Analytics is used by tens of millions of businesses to improve marketing decisions with data. This presentation explains how to properly set up an account, use the most powerful features, and generate marketing insights.
By watching this presentation, you'll learn:
* Example goals for Branding, Content Marketing, and Lead Generation websites
* Recommended segments any business can use to gain insights on specific members of their audience
* Intelligence events to keep you on top of your website data
* Common setup errors in Google Analytics
* Questions to ask your data, along with step-by-step images detailing how to find the answers
* Analysis best practices
Other topics covered include:
* Why you should use Google Analytics
* What you can do with Google Analytics
* Questions to help determine your web objectives and example objectives which might apply to your business
* Step-by-step instructions to set up goals, segments, and intelligence alerts
* How to quantify the results of your marketing efforts by using financial values
* Tagging tracking URLs for better campaign tracking
Presented by Kash Dhanda, President of Ezra Digital, at the invitation of the SMPS at their #theAECsofMarketing event.
مفاهیم کلیدی در مارکتینگ آتومیشن | با نگاهی کاربردی به وب اینگیج و اینسایدر DataArt
توضیحات وبینار
هر نوع خودکارسازی و اتوماسیون فرایندها با این هدف که مشتریان را با نرخ بیشتر، در زمان کوتاهتر و با هزینه کمتر در مسیر قیف فروش (یا قیف بازاریابی) حرکت دهد و هدایت کند را اتوماسیون بازاریابی یا همان مارکتینگ آتومیشن میگوییم. (متمم)
سیستمهای مارکتینگ آتومیشن، با تمرکز بر اطلاعات به دست آمده از رفتار و تعامل کاربران، به تعریفی نسبتا جامع از رفتار، نیازها و انتظارات مشتریان دست پیدا میکنند و بر اساس این شناخت، مدل ارتباطی کسبوکار با مشتری را تعریف میکنند. در واقع میتوان گفت سگمنت بندی و گروه بندی مخاطبان با توجه به ویژگی های مشترک آنها است که منجر به تعامل موثرتر بین کسبوکار و کاربران میشود.
با کمک سیستمهای مارکتینگ آتومیشن، فرایندها و تسکهای تکراری که همیشه به صورت دستی انجام شدهاند با استفاده از ابزارهای بازاریابی دیجیتال انجام میشوند. همچنین دادههایی که تاکنون هیچ گونه تحلیلی برروی آنها صورت نگرفته، تحلیل شده و رفتار مشتری بر اساس آنها تحلیل میشود.
اتوماسیون بازاریابی در برنامهریزی، اجرا و آنالیز کمپینها نیز به ما کمک میکند. با استفاده از یک سیستم مارکتینگ اتومیشن کارآمد، به سادگی میتوان سرنخ (Lead) های احتمالی را به مشتریان کسبوکار تبدیل کرد.
اما اینها تنها فواید مارکتینگ آتومیشن نیستند. اتوماسیون بازاریابی میتواند به فرایندهای زیر هم کمک کند:
همسو شدن بیشتر فروش، بازاریابی و تبلیغات
کاهش هزینههای صرف شده برای کسانی که مشتری ما نخواهند شد
افزایش سرعت پاسخ به مشتریان در مراحل مختلف قیف فروش
بهبود کیفیت دادههایی که از مشتریان داریم
امکان استخراج شاخصهای ارزشمند برای تحلیل بهتر فرایند فروش
کاهش زمان مورد نیاز برای انجام کارهای تکراری و فرصت تحلیل استراتژیک
کاهش هزینههای عملیاتی سازمان
تطبیق بهتر فعالیتهای فروش و بازاریابی با نیازها و سلیقه مشتری
در این وبینار قرار است چه چیزهایی بیاموزیم؟
در این وبینار، مرتضی چرخزرین، عضو تیم دیتاآرت، قرار است راجع به موضوعات زیر صحبت کند:
تعریف دقیق اتوماسیون بازاریابی
مفاهیم کلیدی در اتوماسیون بازاریابی
در طول وبینار، مرتضی، داشبوردهای وب اینگیج و اینسایدر را نیز برای مخاطبان نمایش میدهد تا گفتگوی کاربردیتری شکل بگیرد.
بد نیست اگر قصد شرکت در این وبینار را دارید، حداقلی از اطلاعات را راجع به مارکتینگ را داشته باشید.
مفاهیم کلیدی در مارکتینگ آتومیشن | با نگاهی کاربردی به وب اینگیج و اینسایدر |...Martech Academy
هر نوع خودکارسازی و اتوماسیون فرایندها با این هدف که مشتریان را با نرخ بیشتر، در زمان کوتاهتر و با هزینه کمتر در مسیر قیف فروش (یا قیف بازاریابی) حرکت دهد و هدایت کند را اتوماسیون بازاریابی یا همان مارکتینگ آتومیشن میگوییم. (متمم)
سیستمهای مارکتینگ آتومیشن، با تمرکز بر اطلاعات به دست آمده از رفتار و تعامل کاربران، به تعریفی نسبتا جامع از رفتار، نیازها و انتظارات مشتریان دست پیدا میکنند و بر اساس این شناخت، مدل ارتباطی کسبوکار با مشتری را تعریف میکنند. در واقع میتوان گفت سگمنت بندی و گروه بندی مخاطبان با توجه به ویژگی های مشترک آنها است که منجر به تعامل موثرتر بین کسبوکار و کاربران میشود.
با کمک سیستمهای مارکتینگ آتومیشن، فرایندها و تسکهای تکراری که همیشه به صورت دستی انجام شدهاند با استفاده از ابزارهای بازاریابی دیجیتال انجام میشوند. همچنین دادههایی که تاکنون هیچ گونه تحلیلی برروی آنها صورت نگرفته، تحلیل شده و رفتار مشتری بر اساس آنها تحلیل میشود.
اتوماسیون بازاریابی در برنامهریزی، اجرا و آنالیز کمپینها نیز به ما کمک میکند. با استفاده از یک سیستم مارکتینگ اتومیشن کارآمد، به سادگی میتوان سرنخ (Lead) های احتمالی را به مشتریان کسبوکار تبدیل کرد.
اما اینها تنها فواید مارکتینگ آتومیشن نیستند. اتوماسیون بازاریابی میتواند به فرایندهای زیر هم کمک کند:
همسو شدن بیشتر فروش، بازاریابی و تبلیغات
کاهش هزینههای صرف شده برای کسانی که مشتری ما نخواهند شد
افزایش سرعت پاسخ به مشتریان در مراحل مختلف قیف فروش
بهبود کیفیت دادههایی که از مشتریان داریم
امکان استخراج شاخصهای ارزشمند برای تحلیل بهتر فرایند فروش
کاهش زمان مورد نیاز برای انجام کارهای تکراری و فرصت تحلیل استراتژیک
کاهش هزینههای عملیاتی سازمان
تطبیق بهتر فعالیتهای فروش و بازاریابی با نیازها و سلیقه مشتری
The Power of SEO: Protect Your Bottom Line & Future Proof Your BrandCatalyst
The economic rollercoaster of 2020 has forced many marketers to pause paid media, scale back campaigns, and reevaluate future strategies. In the face of this rapid and unpredictable change, SEO has remained a tried and true way to generate cost efficiencies, own your brand, and future-proof your business. Catalyst, part of GroupM, is hosting a new SEO webinar with MediaPost to show you how and why. Tim Eschenauer, Head of SEO for GroupM, will discuss the SEO imperative, exploring how SEO can maximize performance regardless of economic climate.
Learn how SEO can help:
- Create efficiencies & save costs. Discover how SEO can prevent you from needlessly paying paid search premiums. We’ll discuss how SEO can increase your paid quality scores to maximize efficiencies and benefit your bottom line.
- Own your brand presence. Uncover how SEO can help you take control of your brand presence, fend off competition, and reach consumers.
- Future-proof your business (for the good times & bad). Learn how building a strong organic presence today can prepare your brand for future, regardless of what that future holds. Prioritizing SEO now can better prepare you for future disruptions or paid media reductions while also maximizing results when it’s business as usual.
eMarketer Webinar: Reaching the Right Audience—Ad Targeting TrendseMarketer
Join eMarketer Principal Analyst David Hallerman as he explains how getting through to those interested in a marketer’s pitch demands a blend of the right audience, the right medium and the right message.
Going Beyond Retargeting: A 3-Step Targeting Strategy To Identify Customers A...GLG (Gerson Lehrman Group)
Retargeting is one of the most commonly used marketing tactics as it is able to bring back the 98% of site visitors who leave without converting. Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online. The beauty to this technology is that it is only serving ads to people who have shown at least some amount of engagement in your brand. This makes retargeting a smarter spend than most other display ad campaigns as it focuses on your brand’s engaged user. However, retargeting alone often end up a smaller size of target audience pool, meaning less traffic and sales opportunities.
In this real case study, we will demonstrate how the use of the different data together with the targeting techniques can assist the different stages along a business’ customer buying cycle.
Website visitor analysis for E-commerceJongJin Lee
*If you see the screen is not good condition, downloading please.*
Website visitor analysis for e commerce
- Marketing Funnel
- How to get your First Customers for your E-commerce Shop
- Successful E-commerce Website Content drill-down
- The 4-step Framework for E-commerce Content Marketing
- Application techniques in accordance with the behavior
Patterns of consumers
How to measure your share of the digital shelf?Rosie Pham
Read on if you want to learn about:
- What is e-commerce digital shelf?
- Why is it important to measure digital shelf ranking?
- How to measure your share of the digital shelf?
⬇️⬇️⬇️⬇️⬇️
* Access BlueBoard Search Performance: http://bit.ly/31w8NxX
* Subscribe BlueBoard Resources: http://bit.ly/2M4MCLH
* Discover BlueBoard: https://blueboard.io/
Behavioural,Contextual & Semantic Targeting | Ali Ryan, Valued Interactive Me...iStrategy
Behavioural targeting has led to huge rewards for many of today's marketing leading organisations. Presented by Ali Ryan, Director of Valued Interactive Media at iStrategy Sydney 2010.
Crossing Paths: Meet Customers Wherever They Are on Their Journeyedynamic
Caroline Schmid, edynamic’s Vice President for Demand Generation Services will help you to encounter your customers and prospects one-to-one in her session – combining marketing technologies for omni-channel communication.
Mining Google Analytics for Marketing InsightsKash Dhanda
Google Analytics is used by tens of millions of businesses to improve marketing decisions with data. This presentation explains how to properly set up an account, use the most powerful features, and generate marketing insights.
By watching this presentation, you'll learn:
* Example goals for Branding, Content Marketing, and Lead Generation websites
* Recommended segments any business can use to gain insights on specific members of their audience
* Intelligence events to keep you on top of your website data
* Common setup errors in Google Analytics
* Questions to ask your data, along with step-by-step images detailing how to find the answers
* Analysis best practices
Other topics covered include:
* Why you should use Google Analytics
* What you can do with Google Analytics
* Questions to help determine your web objectives and example objectives which might apply to your business
* Step-by-step instructions to set up goals, segments, and intelligence alerts
* How to quantify the results of your marketing efforts by using financial values
* Tagging tracking URLs for better campaign tracking
Presented by Kash Dhanda, President of Ezra Digital, at the invitation of the SMPS at their #theAECsofMarketing event.
مفاهیم کلیدی در مارکتینگ آتومیشن | با نگاهی کاربردی به وب اینگیج و اینسایدر DataArt
توضیحات وبینار
هر نوع خودکارسازی و اتوماسیون فرایندها با این هدف که مشتریان را با نرخ بیشتر، در زمان کوتاهتر و با هزینه کمتر در مسیر قیف فروش (یا قیف بازاریابی) حرکت دهد و هدایت کند را اتوماسیون بازاریابی یا همان مارکتینگ آتومیشن میگوییم. (متمم)
سیستمهای مارکتینگ آتومیشن، با تمرکز بر اطلاعات به دست آمده از رفتار و تعامل کاربران، به تعریفی نسبتا جامع از رفتار، نیازها و انتظارات مشتریان دست پیدا میکنند و بر اساس این شناخت، مدل ارتباطی کسبوکار با مشتری را تعریف میکنند. در واقع میتوان گفت سگمنت بندی و گروه بندی مخاطبان با توجه به ویژگی های مشترک آنها است که منجر به تعامل موثرتر بین کسبوکار و کاربران میشود.
با کمک سیستمهای مارکتینگ آتومیشن، فرایندها و تسکهای تکراری که همیشه به صورت دستی انجام شدهاند با استفاده از ابزارهای بازاریابی دیجیتال انجام میشوند. همچنین دادههایی که تاکنون هیچ گونه تحلیلی برروی آنها صورت نگرفته، تحلیل شده و رفتار مشتری بر اساس آنها تحلیل میشود.
اتوماسیون بازاریابی در برنامهریزی، اجرا و آنالیز کمپینها نیز به ما کمک میکند. با استفاده از یک سیستم مارکتینگ اتومیشن کارآمد، به سادگی میتوان سرنخ (Lead) های احتمالی را به مشتریان کسبوکار تبدیل کرد.
اما اینها تنها فواید مارکتینگ آتومیشن نیستند. اتوماسیون بازاریابی میتواند به فرایندهای زیر هم کمک کند:
همسو شدن بیشتر فروش، بازاریابی و تبلیغات
کاهش هزینههای صرف شده برای کسانی که مشتری ما نخواهند شد
افزایش سرعت پاسخ به مشتریان در مراحل مختلف قیف فروش
بهبود کیفیت دادههایی که از مشتریان داریم
امکان استخراج شاخصهای ارزشمند برای تحلیل بهتر فرایند فروش
کاهش زمان مورد نیاز برای انجام کارهای تکراری و فرصت تحلیل استراتژیک
کاهش هزینههای عملیاتی سازمان
تطبیق بهتر فعالیتهای فروش و بازاریابی با نیازها و سلیقه مشتری
در این وبینار قرار است چه چیزهایی بیاموزیم؟
در این وبینار، مرتضی چرخزرین، عضو تیم دیتاآرت، قرار است راجع به موضوعات زیر صحبت کند:
تعریف دقیق اتوماسیون بازاریابی
مفاهیم کلیدی در اتوماسیون بازاریابی
در طول وبینار، مرتضی، داشبوردهای وب اینگیج و اینسایدر را نیز برای مخاطبان نمایش میدهد تا گفتگوی کاربردیتری شکل بگیرد.
بد نیست اگر قصد شرکت در این وبینار را دارید، حداقلی از اطلاعات را راجع به مارکتینگ را داشته باشید.
مفاهیم کلیدی در مارکتینگ آتومیشن | با نگاهی کاربردی به وب اینگیج و اینسایدر |...Martech Academy
هر نوع خودکارسازی و اتوماسیون فرایندها با این هدف که مشتریان را با نرخ بیشتر، در زمان کوتاهتر و با هزینه کمتر در مسیر قیف فروش (یا قیف بازاریابی) حرکت دهد و هدایت کند را اتوماسیون بازاریابی یا همان مارکتینگ آتومیشن میگوییم. (متمم)
سیستمهای مارکتینگ آتومیشن، با تمرکز بر اطلاعات به دست آمده از رفتار و تعامل کاربران، به تعریفی نسبتا جامع از رفتار، نیازها و انتظارات مشتریان دست پیدا میکنند و بر اساس این شناخت، مدل ارتباطی کسبوکار با مشتری را تعریف میکنند. در واقع میتوان گفت سگمنت بندی و گروه بندی مخاطبان با توجه به ویژگی های مشترک آنها است که منجر به تعامل موثرتر بین کسبوکار و کاربران میشود.
با کمک سیستمهای مارکتینگ آتومیشن، فرایندها و تسکهای تکراری که همیشه به صورت دستی انجام شدهاند با استفاده از ابزارهای بازاریابی دیجیتال انجام میشوند. همچنین دادههایی که تاکنون هیچ گونه تحلیلی برروی آنها صورت نگرفته، تحلیل شده و رفتار مشتری بر اساس آنها تحلیل میشود.
اتوماسیون بازاریابی در برنامهریزی، اجرا و آنالیز کمپینها نیز به ما کمک میکند. با استفاده از یک سیستم مارکتینگ اتومیشن کارآمد، به سادگی میتوان سرنخ (Lead) های احتمالی را به مشتریان کسبوکار تبدیل کرد.
اما اینها تنها فواید مارکتینگ آتومیشن نیستند. اتوماسیون بازاریابی میتواند به فرایندهای زیر هم کمک کند:
همسو شدن بیشتر فروش، بازاریابی و تبلیغات
کاهش هزینههای صرف شده برای کسانی که مشتری ما نخواهند شد
افزایش سرعت پاسخ به مشتریان در مراحل مختلف قیف فروش
بهبود کیفیت دادههایی که از مشتریان داریم
امکان استخراج شاخصهای ارزشمند برای تحلیل بهتر فرایند فروش
کاهش زمان مورد نیاز برای انجام کارهای تکراری و فرصت تحلیل استراتژیک
کاهش هزینههای عملیاتی سازمان
تطبیق بهتر فعالیتهای فروش و بازاریابی با نیازها و سلیقه مشتری
Drive High-Value Traffic by Retargeting Amazon ShoppersTinuiti
It can cost a brand 5x as much to acquire a new customer than retaining a current customer. Staying top of mind for shoppers is vital in today’s competitive marketplace. Amazon DSP enhances your brand’s visibility by allowing Sellers and Vendors to reach shoppers off-Amazon. Join our webinar as we explain the benefits of retargeting on Amazon DSP and unpack the benefits it provides. Learn how to refine your marketing strategy to ensure you’re generating demand at different stages of the buyer’s journey.
Marketing + AI - How to optimise conversion rate by leveraging Machine LearningJack Nguyen (Hung Tien)
Cost Per Click and Marketing Spend have increased 2-3x over the year. Brands can not control the digital war zone between Google and Facebook.
However, brands are sitting on a big trove of their customer data that they can leverage to create competitive advantage with powerful machine learning to increase efficiency, return on ad spend and lift conversion rate.
Long gone the day of manual segmentation!
Digital change is hitting the cycling industry. Established players rely on traditional sales and marketing tools, innovative players and startups are using creative content marketing and authentic story telling to generate traffic. First class online shops and multi channel integration would make online markets accessible to traditional retailers and manufacturers
TLDW - Key Slides, stats and takeaways from our 2020-21 Personalization WebinarsAvishai Sharon
Especially for the overwhelmed marketer - a summary of the key slides from our joint webinars with Tenable, AudioCodes, an the Cyber Marketing communities.
How to Adapt Your Amazon DSP Strategy Right NowTinuiti
With over 5 million marketplace sellers across Amazon, it’s becoming more and more difficult for brands to stand out. Advertising to the audiences available within Amazon’s DSP can help increase your brand awareness both on and off Amazon. Having the capability to retarget customers through DSP keeps your brand top-of-mind for prospects and previous customers. Learn how Amazon’s first party data can allow your brand to target a wider range of potential customers referred to as “in-market” or “lifestyle.” Discover best practices on how to utilize this data to target, educate, and re-engage shoppers off and on Amazon.
The marketing choices available to you flow from your ability to deliver and capture value. Value is determined by how much satisfaction your product offers and much effort it requires. Positioning takes sacrifice. It means giving up the vast majority of the market, in exchange for a very small niche that your are best suited to dominate. The war may take place in the market, but each battle is fought in the mind. Social validation is the most powerful catalyst for action. Limit your efforts to 3 channels in parallel. The sooner you can start executing, the sooner you can find what channels will work for you. Check the math before taking on a new channel. Avoid getting lost in tactics and aimless execution, by defining what success looks like. Create the report you will use to measure success and build the infrastructure to support it. It is much easier to double your revenue by doubling your conversion rate than it is by doubling your traffic. Test copy over design, and drastic changes over subtle ones. Now that you’ve followed all the rules, it’s time to throw away the rulebook. Time to try some new ideas, and find unorthodox ways to multiply your customer base.
BIG DATA: LEVERAGING COMPETITIVE INTELLIGENCE IN RETAIL - Mandar Mutalikdesai...Lounge47
“Big Data: Leveraging Competitive Intelligence In Retail" focused on the next wave – enabling real time decisions and real-time responses through big data. Here are the Lounge47 key takeaways: 1. Large enterprises have this far used big data to focus on process improvement and variety of data (Process improvement 47%, Variety of data 26%, Volume of data 16%, Cost Saving & Efficiency 8%, Velocity of Data 3%) 2. Big data is not a new problem; at any point of time, our ability to produce data has always been greater than the sophistication of the tools available to process and make it usable 3. Companies like Uber and Amazon, with products like “Surge Pricing” or “Dynamic Pricing” are ushering in the paradigm of “fast data” to make instant decisions and gain a competitive advantage 4. “Fast Data” unlike “historical data, is live, interactive, automatically generated, and often self-correcting” – the volume and nature will be further accelerated through the Internet of Things (IoT) 5. In the retail vertical – data enablers that push micro decisions in real time and serve to answer – what inventory to hold? or what products to promote? - pose a powerful value proposition 6. A plethora of data products, web-based, Apps, API’s, reports could be built to help enterprises take decisions E.g. a “Color” report that tells a fashion retailer that their inventory should carry more items in blue 7. Data products could serve - ecommerce companies, sellers, brands – each stakeholder, with very specific requirements and specific problems to solve E.g. brands value reports on product discounts offered to flag policy violation 8. Solving the big data challenge would involve the following generic steps – data extraction and aggregation, cleaning, normalizing, standardizing, sorting, storing. Analytics. Visual data presentation, via dashboard interfaces, reports etc. 9. Big data sounds like a simple problem to solve however the challenges are many a) Data acquisition: crawling public websites could be limited if volume and speed of query impact service to users, thus slowing the data collection b) Data cleaning & standardization: raw data could be messy or have gaps c) Storage and retrieval d) Data Accuracy: Careful management of massive machination with minimal human audits to keep the margin of error suppressed 10. Some Big data products: Price comparison by the hour and across competition, color report on product inventory, Market & Business intelligence products, discount tracking of basket of products 11) Finding a “give-back” to encourage E-Commerce companies to part with private data would allow big data companies to build an ecosystem that is mutually beneficial to all stakeholders.
While big data is an often used buzz word, and challenges like “new technology deployment” and the “collection, analysis and measurement of data” are being solved, the full power of this paradigm will be realized when organi
Understanding and winning your customers in the big data era ( retail industry)Kim Ming Teh
Section 1: Understand & winning your customer in big data era
1) The age of customer & Key trends in retail
2) Big data analytic and use case
Section 2: Interactive Case study
Offline vs Online Retail & Omni-Channel Future
Building a winning Digital Experience starts with a good strategy, relevant touchpoints you want to create, and business outcomes you want to drive. From e-commerce, to email, to mobile, through sales, and service there are many places to go, and so little time and resources. This session will discuss advertising, incrementality, brand value, and improving your experience.
Key Takeaways:
Driving Marketing
ROI Incrementality
Increase Brand Value
Amazon’s Organic Ranking Battleground for Increased Product Visibility & SalesTinuiti
Amazon’s digital shelf has become the new battleground for brand manufacturers & vendors to get their products in front of consumers. With all of the so-called blackhat tactics & hacks, it’s understandable why there’s so much confusion when it comes to ranking on Amazon.
Don’t Miss Out—we’ve brought together the leading industry experts at CPC Strategy, Salsify & Market Track to bring the A9 algorithm under a microscope and dissect which levers to pull to increase your presence on the digital shelf.
Adjusting primitives for graph : SHORT REPORT / NOTESSubhajit Sahu
Graph algorithms, like PageRank Compressed Sparse Row (CSR) is an adjacency-list based graph representation that is
Multiply with different modes (map)
1. Performance of sequential execution based vs OpenMP based vector multiply.
2. Comparing various launch configs for CUDA based vector multiply.
Sum with different storage types (reduce)
1. Performance of vector element sum using float vs bfloat16 as the storage type.
Sum with different modes (reduce)
1. Performance of sequential execution based vs OpenMP based vector element sum.
2. Performance of memcpy vs in-place based CUDA based vector element sum.
3. Comparing various launch configs for CUDA based vector element sum (memcpy).
4. Comparing various launch configs for CUDA based vector element sum (in-place).
Sum with in-place strategies of CUDA mode (reduce)
1. Comparing various launch configs for CUDA based vector element sum (in-place).
Levelwise PageRank with Loop-Based Dead End Handling Strategy : SHORT REPORT ...Subhajit Sahu
Abstract — Levelwise PageRank is an alternative method of PageRank computation which decomposes the input graph into a directed acyclic block-graph of strongly connected components, and processes them in topological order, one level at a time. This enables calculation for ranks in a distributed fashion without per-iteration communication, unlike the standard method where all vertices are processed in each iteration. It however comes with a precondition of the absence of dead ends in the input graph. Here, the native non-distributed performance of Levelwise PageRank was compared against Monolithic PageRank on a CPU as well as a GPU. To ensure a fair comparison, Monolithic PageRank was also performed on a graph where vertices were split by components. Results indicate that Levelwise PageRank is about as fast as Monolithic PageRank on the CPU, but quite a bit slower on the GPU. Slowdown on the GPU is likely caused by a large submission of small workloads, and expected to be non-issue when the computation is performed on massive graphs.
Techniques to optimize the pagerank algorithm usually fall in two categories. One is to try reducing the work per iteration, and the other is to try reducing the number of iterations. These goals are often at odds with one another. Skipping computation on vertices which have already converged has the potential to save iteration time. Skipping in-identical vertices, with the same in-links, helps reduce duplicate computations and thus could help reduce iteration time. Road networks often have chains which can be short-circuited before pagerank computation to improve performance. Final ranks of chain nodes can be easily calculated. This could reduce both the iteration time, and the number of iterations. If a graph has no dangling nodes, pagerank of each strongly connected component can be computed in topological order. This could help reduce the iteration time, no. of iterations, and also enable multi-iteration concurrency in pagerank computation. The combination of all of the above methods is the STICD algorithm. [sticd] For dynamic graphs, unchanged components whose ranks are unaffected can be skipped altogether.
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Empowering the Data Analytics Ecosystem: A Laser Focus on Value
The data analytics ecosystem thrives when every component functions at its peak, unlocking the true potential of data. Here's a laser focus on key areas for an empowered ecosystem:
1. Democratize Access, Not Data:
Granular Access Controls: Provide users with self-service tools tailored to their specific needs, preventing data overload and misuse.
Data Catalogs: Implement robust data catalogs for easy discovery and understanding of available data sources.
2. Foster Collaboration with Clear Roles:
Data Mesh Architecture: Break down data silos by creating a distributed data ownership model with clear ownership and responsibilities.
Collaborative Workspaces: Utilize interactive platforms where data scientists, analysts, and domain experts can work seamlessly together.
3. Leverage Advanced Analytics Strategically:
AI-powered Automation: Automate repetitive tasks like data cleaning and feature engineering, freeing up data talent for higher-level analysis.
Right-Tool Selection: Strategically choose the most effective advanced analytics techniques (e.g., AI, ML) based on specific business problems.
4. Prioritize Data Quality with Automation:
Automated Data Validation: Implement automated data quality checks to identify and rectify errors at the source, minimizing downstream issues.
Data Lineage Tracking: Track the flow of data throughout the ecosystem, ensuring transparency and facilitating root cause analysis for errors.
5. Cultivate a Data-Driven Mindset:
Metrics-Driven Performance Management: Align KPIs and performance metrics with data-driven insights to ensure actionable decision making.
Data Storytelling Workshops: Equip stakeholders with the skills to translate complex data findings into compelling narratives that drive action.
Benefits of a Precise Ecosystem:
Sharpened Focus: Precise access and clear roles ensure everyone works with the most relevant data, maximizing efficiency.
Actionable Insights: Strategic analytics and automated quality checks lead to more reliable and actionable data insights.
Continuous Improvement: Data-driven performance management fosters a culture of learning and continuous improvement.
Sustainable Growth: Empowered by data, organizations can make informed decisions to drive sustainable growth and innovation.
By focusing on these precise actions, organizations can create an empowered data analytics ecosystem that delivers real value by driving data-driven decisions and maximizing the return on their data investment.
2. 4 P’S OF MARKETING
Goods
Services
Online content
Email
SMS
Mobile App
Social media …
Email campaigns
Facebook ads
Google display ads
adverts
Discounts
Additional promotion
Additional features
Free premium period
Product
Promotion
Place
Price
3. INTENT OF MARKETING
Acquire new customers
Retain and increase value ( to and from ) customers
Bring back Churned customers
6. MARKET RESEARCH – SURVEY
FOOD DELIVERY SERVICE
Person Free Delivery Time to Deliver Tasty options Discounts
1Not important Important Imporant Very Important
2Very Important Not important Very Important Not at all important
3Important Imporant Imporant Imporant
4Very Important Imporant Imporant Very Important
5Not at all important Very Important Very Important Not at all important
Attribute Level Part-worth Utility Attribute Utility Range Attribute Importance
Free Delivery
Important 30
Very Important 60 40 27%
Not Important 20
Not at all Important 10
Time to
Deliver
Important 90
Very Important 50 90 33%
Not Important 20
Not at all Important 0
Tasty
Options
Important 20
Very Important 10 20 10%
Not Important 5
Not at all Important 0
Discounts
Important 30
Very Important 20 50 30%
Not Important 20
Not at all Important 10
Customer Survey Conjoint Analysis
33%
30%
10%
27%
Chart Title
Time to Deliver
Discount
Tasty Options
Free Delivery
7. MARKET RESEARCH
KNOW YOUR PRODUCT, CUSTOMER AND MARKET
Region Sales Packaging Quality Price Range
1 23478 2 1
2 23489 1 4
3 54525 3 2
4 45778 4 3
5 23456 5 4
Does the price range and the packaging quality influence the sales
One Way ANOVA – Statistical Significance
of influence
Significant different – Concentrate on
packaging
9. CROSS-SELL/UPSELL
Add to Cart
Page/Abandon
Cart campaigns
Upsell Apriori( Market Basket )
AlgorithmIntentWherePeople who bought
also bought
Product Detail
Page/Post
Purchase
campaigns
Cross
Sell
Collaborative Filtering
Singular Value Decomposition
Product Detail
Page/Post
Purchase
campaigns
Cross
Sell
Product-Customer
Collaborative Filtering
Singular Value Decomposition
10. COLLABORATIVE FILTERING
Customer 1 2 3 4
a 0.2 0.4 0.7 0.9
b 0.9 0.3 0.4 0.8
c 0.7 0.2 0.6 0.1
d 0.2 0 1 0.2
Product 1 2 3 4
a 0.2 0.4 0.7 0.9
b 0.9 0.3 0.4 0.8
c 0.7 0.2 0.6 0.1
d 0.2 0 1 0.2
• Matches the Implicit (Clicks and purchases ) and Explicit rating of customers
• Marches the Attribute values of products
• Identify similarity of customers and Products
• Recommend similar products or products rated high by similar customers
11. SINGULAR VALUE DECOMPOSITION
• Recommendation based on similarity of customers/products based on
Implicit ratings like clicks, purchases
• Matrix Factorization: Decomposes customer-product implicit/explicit rating
matrix into 3 matrices
• Identifies latent features of Customers and products
• Compute similarity of customers and products and recommend
Customer Prod1 Prod2 Prod3 Prod4
a 1 0 0 1
b 0 1 1 1
c 1 0 0 0
d 0 0 0 1
Customer-Product
Implicit Rating
Customer Matrix Product Matrix
12. APRIORI
• Identifies frequent products in the same order ( basket )
• Association Rule mining
• Uncovers association between items
• Support – Number of times item A and B are bought together
• Confidence – Number of transactions with Item A
13. ENGAGEMENT RFM/PURCHASE RFM
▪ Not all customers are same
▪ Different Strategy for different segment of customers
▪ Purchase RFM – RFM Score computed from purchases
▪ Engagement RFM – RFM Score computed from clickstreams
▪ Recency – A score that indicates retention
▪ Frequency – A score that indicates Engagement
▪ Monetary – A Score that indicates the Life time value
Win back
Campaign
Welcome
seriesDon’t worry now
Sneak peak
campaigns
14. WE KNOW WHAT YOU DID LAST SUMMER ☺
• Java tag based cookie tracking for customer acquisition and customer tracking
• No. 1 in digital customer acquisition
• Surpassed AdWords and search digital spend for acquisition
• Personalize customer experience with click history
• Consistent content and messages across channels and devices
15. CHURN PREDICTION
▪ Churn Analytics
Customer acquisition is 3 times more costlier than retention
Identifies customers with Churn risk with the purchase and behavioral data
Past churned customers with similar patterns
Survival analysis, Classification to identify potential customers with Churn Risk
Marketing automation tool runs Churn save series for customers who enter this life cycle
Logistic Regression Survival Analysis
16. MODERN MARKETERS TOOLKIT
▪ Tag manager ( Google tags )
▪ Third party DMP ( Bluekai, Axiom , Audience manager )
▪ Big data processing ( Hive, Hbase, Mongo, Cassandra )
▪ Cloud Computing ( AWS, GCP, Azure )
▪ Marketing automation ( Responsys, Clevertap, Mailchimp, Pardot, Marketo )
▪ Analytics ( Google Analytics, Webanalytics, Omniture )
17. LIST VS MARKETING AUTOMATION
List Marketing Marketing Automation
Manual selection of customer segments Customers enter the series as they become eligible
More dependency on the campaign development
team
More dependency on Data Engineers and Data
science Teams
Dependent on the availability of team No dependency on team, runs 24x 7
Potential Compliance risk. No central repository of
responses, opts outs for compliance
All the responses, opt outs are central
No data connectedness of Channels Total data connectedness of behavior and
responses across channels