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Power of Person-Centric
Digital Marketing
- 16th May 2014
Kristoffer Ewald
§  17 years of experience
§  Founder of scandinavias first CRO/
Analytics consultancy The Milk,
2005
§  One of the 16 original GA Certified
Partners, later acquired by NB.
§  Delivered performance to multiple
global brands
Director Data & Analytics Services
NetBooster Group
2 | Copyright NetBooster Group
We are here to boost Your
Digital Performance
Strategy
The Digital Shift
Marketing used to be
‘simple’
Prospects Buyers
Awareness Consideration Preference Action Loyalty
But digital is changing
the rules
Prospects
Buyers
Contributors
Peer
reviews
Social
approval
Brand
content
Competitor
analysis
Everything moves to
digital
Today Tomorrow
You will need to guide the consumer
Prospects
Friends
Family
Agent
2nd Screen
TV Spot
MobSearch
Radio Spot
Social Net. 2nd Screen
Comparison DskSearch
Decision
!
Partner
Product Engagement Funnel
PPC SEO
Social
Affiliate
CRM
Creative
RTB
BI
PRM
PAID
OWNED
EARNED
DATA & ANALYTICS
Combining
all channels
3 steps to one Customer View
Join all data in one
consistent repository
Attribute on real
(deduped) effect using
predicted sucess
Make Data Active
- link actively to/from
all channels incl.
instore
Data is everywhere
Copyright NetBooster 2013
Virtual objects will be in the real world
Copyright NetBooster 2013
13
1. Overview
Copyright NetBooster 2013
Image is good og tv is nice…
Copyright NetBooster 2013
…but ultimately you need Effect,
Revenue og Action with consumers
Copyright NetBooster 2013
The Website is no longer the hub…
Copyright NetBooster 2013
All your contact points should be
supported and joined consistently…
Copyright NetBooster 2013
1919
2. Insights
Copyright NetBooster 2013
#1 Buy audience not media
#2 Situated communication
#3 Rationalize
#4 Deserve the attention
Copyright NetBooster 2013
“Data beats Opinion”
Unknown, 2013
	
  
	
  
“Knowledge	
  is	
  power”	
  
Francis	
  Bacon,	
  1605	
  
Google Universal Analytics event - Kristoffer Ewald - Helsinki may 2014

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