This document discusses the power of person-centric digital marketing. It notes that digital is changing the rules by moving everything to digital, including awareness, consideration, preference, action and loyalty. It recommends taking a three step approach to developing a single customer view: 1) join all customer data in one consistent repository, 2) attribute interactions to real customers using predictive success modeling, and 3) make the data actively link to and from all channels including in-store. This will allow marketers to guide consumers through the entire purchase funnel across all digital and physical touchpoints.

1. Power of Person-Centric
Digital Marketing
- 16th May 2014

2. 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

3. We are here to boost Your
Digital Performance
Strategy

4. The Digital Shift

5. Marketing used to be
‘simple’
Prospects Buyers
Awareness Consideration Preference Action Loyalty

6. But digital is changing
the rules
Prospects
Buyers
Contributors
Peer
reviews
Social
approval
Brand
content
Competitor
analysis

7. Everything moves to
digital
Today Tomorrow

8. 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

9. PPC SEO
Social
Affiliate
CRM
Creative
RTB
BI
PRM
PAID
OWNED
EARNED
DATA & ANALYTICS
Combining
all channels

10. 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

11. Data is everywhere

12. Copyright NetBooster 2013
Virtual objects will be in the real world

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1. Overview

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Image is good og tv is nice…

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…but ultimately you need Effect,
Revenue og Action with consumers

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The Website is no longer the hub…

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All your contact points should be
supported and joined consistently…

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1919
2. Insights

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#1 Buy audience not media
#2 Situated communication
#3 Rationalize
#4 Deserve the attention

21. Copyright NetBooster 2013
“Data beats Opinion”
Unknown, 2013
“Knowledge
is
power”
Francis
Bacon,
1605