How digital marketing analytics is changing in 2015

How Digital Marketing & Analytics is changing in 2015

www.edureka.co/web-marketing-analytics
 Digital Marketing Landscape 2015
 2015 Trends & Outlook:
» Cross Channel Experiments
» Digital Ecosystem split in two
» Unified view of customers I
» Importance of First-Party Data
» Programmatic Anyone?
» Mobile Landscape : Wallets & Payments
Agenda for today

Slide 3
About the Speaker
11+ years across Marketing/Analytics/Operations
Diverse experience across Banking, Consumer Technology &
Enterprise Marketing
BITS Pilani (‘03) & Indian School of Business (ISB’08)
Speculative Fiction Junkie/Alternative Rock/Digital Marketing
http://sachindevt.com
http://fantasy-smorgasbord.blogspot.com
Sachin Dev

Digital Marketing Landscape 2015

Slide 5
Ubiquitous Digital Landscape
Digital trends that have impacted businesses – both big and small alike
Information abundance:
Internet has made media/information
available at a click of a button
Ubiquitous connectivity:
Mobile allows you to be connected
24/7
Infinite Power:
Cloud Computing has provided us with
infinite computing power

www.edureka.co/web-marketing-analyticsSlide 6
The New Normal: Digitally Empowered Shopper
First Home. Need 42” LED TV • Visit several retailers websites online
• Identify 3 models they like and ‘add to wish list’

Find Nearest ‘physical’ outlet on website
• Transmitter mounted on entrance identifies couple
• Pushes a ‘welcome’ message
• Personalized Offers based on history with the store

• Quick links to
• Updated specs/prices to models selected
• Sale notification: 15% off on their model
• Store map to product location
• Store expert for specifications/queries

• Quick links to
• Updated specs/prices to models selected
• Sale notification: 15% off on their model
• Store map to product location
• Store expert for specifications/queries
• Reviews on ‘consumer app’
• Advice through whatsapp from parents/FB from
friends
• Mysmartprice app for competitive pricing
• Smartwatch to authenticate payment
• Confirmation of delivery truck through messages
• 3 weeks later – new notification about a washing
m/c and other appliances for new home-owners

Trends & Outlook for 2015:
Cross Channel Experiments

Slide 11
Cross Channel Experiments are on fire!
 Perpetually connected customer splits his time across different devices !
» Organization silos
» Lack of data integration
» Fragmented point solutions
Need to integrate across these channels
 Channels of Delivery:
» Mobile
» Web
» CRM
» Point of Sale
 How ?
» Big data feeds to enable cross-channel modeling
» Leading to a total actionable view of the cross=channel journey of customers
 Action to be taken:
» Identify your cross-channel uses-case
» Conduct a data audit: reviewing current marketing technology investment to identify where your customer-level data exists today

Slide 12
Faasos: From Retail to App
 Hyper local food on demand company disrupting how people order food on
Mobile
 From Wraps to Full Meals
 From Retail to Mobile App
» Retail outlets
» Call-centre
» Online ( Inbound website/ mobile enabled )
» Facebook
» Twitter – first company to take food orders on twitter!
»Mobile App Only!

Slide 13
Faasos: From Retail to App
 Hyper local food on demand company disrupting how people order food on
Mobile
 From Wraps to Full Meals
 From Retail to Mobile App
» Retail outlets
» Call-centre
» Online ( Inbound website/ mobile enabled )
» Facebook
» Twitter – first company to take food orders on twitter!
»Mobile App Only!
 This is fuelled by the following :
» Rising number of smartphone users in India ( 150 Million users and growing)
» Need for personalization – taste & meal requirements based on location & time of the day
» Convenience & Hassle free experience
» High Retention rate

Slide 14
Digital Ecosystem split in two

Slide 15
A story of bifurcation
 Traditional state of marketing technology evolution has been equilibrium between
» large suite vendors &
» entrepreneurial speciality solution providers
 With the technology changes happening at a never before rate, the top end of the market is now split:
» Large suite vendors
 Such changes driven by 3 factors:
Media & Social Behemoths [ Google, Facebook etc ]
Large enterprise technology vendors
12%toreach$100Billioninspend
overnext5years(Forrester)
Overall
Market
Growth:
Opportunities
driving
market
activity
EvolutionofMarketingTechnology
Need for
innovation:
Connecting
across
different
devices
GoogleandAppleasserting
leadershipinmedialandscape
Emergence of
non-
traditional
players in the
landscape

Slide 16
Internet of Things: A Reality?
 Tech companies go to war over the CAR ( Intelligent Cars!)
» 10% of cars have built-in connectivity – to grow to 90% by 2020.
» Making drive time a lot more personal
• Mood based Music changes
• Syncing calendar
• Monitoring traffic – to alert best times to leave so to make your next
appointment
• CarPlay from Apple: interfaces iPhone to car’s infotainment center, allowing
control for music, messages or calls from their phone via voice or display
• Android Auto from Google: Similar capabilities – fitted unto self-drive cars (
700,000 miles without an accident ) more productivity, safety and convenience
• Windshields are used for augmented reality platforms or screen to project
content from mobile devices

Slide 17
Unified Customer View

Slide 18
Unified View for a Customer
 Morning: Consumer views email on her smartphone
 Lunch: She sees an ad and searches for the product information on her tablet
 Evening: Makes a purchase in a store or using her laptop
Advantages Offered:
» Increased control for personalization
» Targeting
» Optimization ( Best Returns)
» Measurement programs
Looking for a taxi?

Slide 19
Unified view of a Chai Lover : Chai Point

Slide 20
Importance of First Party Data

Slide 21
Prioritizing First Party Data
 Information that you OWN about your own customers
Problems with 3rd party data:
» Not fresh data
» Not good enough for contextual targeting ads
» Not Cheap
» First party data tracking doesn’t rely on tracking movement across sites, hence
Data Privacy issues are mitigated
» Insulating against changes in browser behaviour or regulation
 To do:
» Locate your first party data: identify and document all sources of data: website,
app, CRM, PoS
» Transition plan for how current customer experiences can be enhanced through
such data

Slide 22
Driving Personalization
 CMO priorities for 2015 would be personalization, customer loyalty & advocacy
“With the rise of connected devices and IoT, consumers and the products they buy are all
capturing real-time streams of immensely valuable data. Getting customers to visit your
website or fill in a form is nothing compared to getting them to share their fitness monitor
or car data streams. Not only is the value of first-party data about to skyrocket, so is the
challenge of capturing, securing, analyzing and activating it”
Marko Muellner, VP digital & group director for Edelman Portland
 Customer-first approach to improving engagement
 Demographics & other 3rd party data ultimately are tools to help focus marketing
dollars on groups as opposed to individual buyer journey mappings helping us focus
target every other individual
Data from Econsultancy survey 2015
Website
registration data
Past transaction
data
Registration/Loy
alty card info
Website
browsing
Mobile Web/App
Usage
CRM/Email
Program
Social Media
Chatter

Slide 23
Myntra.com: App Only Marketing
 Targets the “Chat & App driven generation” of today ( Millennials: 18 and 34 years of age)
“Fashion is a very personal experience. We believe that only mobile can truly deliver this experience as it captures user’s
lifestyle and context in manner that no other medium does. Think of all the hardware and software features that one can
leverage like camera, contact, location etc. to understand the user’s context and deliver the experience that is deeply
personalized,”
Mukesh Bansal, Outgoing CEO Myntra.com
Too many push notifications?

Slide 24
Programmatic Anyone?

Slide 25
Programmatic becomes the Normal
What is Programmatic Advertising ?
Using technology to buy and sell media space – booking mechanism for publishers ( websites that publish content
where advertisers can sell ) to manage their digital space inventory
 RTB:
» Real Time Bidding is a key aspect of Programmatic
» Efficiently optimizing quadrillion permutations on an ad exchange
» Delivering the right ad to the right person at the right time using data Programmatic , 57%
eMarketer 2015 report on digital display ad spending
Advantages:
• Cost efficiency – Both buyers & sellers using their budget most efficiently for maximum results – ROMI !
• Operational Efficiency: From 10 to 20 Ad buying opportunities analysed by media buyers in a week to a MILLION plus
opportunities a second through machine learning algorithms
100 Billion impressions x 100 variables
Which publisher site? Pages per site? Dimension of ad display? Device type ?
What time of the day ? Day of the week? Regional sentiments? Local weather?

Slide 26
Case study: Programmatic Display Ads - I
Million impressions on Y! homepage
Same ads served to both Jack and Jill !
Jack is a 53 year old male, CFO
@ MNC looking for a luxury
travel option
Jill is a 24 year old female,
Content Writer for an Ad
Agency interested in Cross-
training looking for gym/fitness
equipment

Slide 27
Case study: Programmatic Display Ads - II
Auctions these million impressions on Y! homepage to different
marketers to show their ads to different audience segment based
on data about these prospects
JW Marriott & Air France show their ads to Jack
X
Fitbit & Nike show their ads to Jack

Slide 28
Mobile Wallets & Payments

Slide 29
Mobile widens scope
» shopping support,
» offers & coupons
» Comparing prices
» Contacting friends for advice on purchasing
 Leverage location-based marketing potential
66% of adults use mobile
devices while shopping
in-store!
• An all pervasive
payment solution on
the mobile?
• Life without
wallets?
Mobile Wallets: A digital equivalent of a physical wallet - an online platform that allows consumers to use this
mobile to do financial transactions.
Differences from a Credit Card/ Bank Account: No transactional fees charged! Convenience & Speed of transaction!

Slide 30
Adoption of Mobile Wallets
“Over the last financial year, MobiKwik’s user base has grown by close to 300% and has reached over 15 million now. We
expect all of the 900 million phone users in India to eventually start making payments using their device and via a mobile
wallet.The primary drivers for this would be education & awareness about the concept driving fast adoption.”
Ajit Narayanan, Social Media Head, Mobikwik
Paytm
50 Million
Mobile Wallet
Users in 15
Months!
Primary Factors of Adoption
1. Need & Space for
Alternative solutions to
Banks who didn’t capitalize
on
technology/infrastructure
2. Cash majority country &
big potential to convert
this to digital money
Mobile Internet
Users in India
213 Million

Slide 31
Momoe
 Cashless payments at restaurants is now a reality!
 Live tabs, split bills & pay on the phone without waiting for the bill
to arrive at the table!
» Improved productivity on the waiter’s side: focusing only on
customer service, cross-sell and taking the orders ?
» Food & Grocery home deliveries done cash-lessly ?
» Queue busting at retail or apparel stores?
 10% retention rate for a company less than a few months old –
repeat customers

Slide 32
Momoe
 Cashless payments at restaurants is now a reality!
 Live tabs, split bills & pay on the phone without waiting for the bill
to arrive at the table!
» Improved productivity on the waiter’s side: focusing only on
customer service, cross-sell and taking the orders ?
» Food & Grocery home deliveries done cash-lessly ?
» Queue busting at retail or apparel stores?
 10% retention rate for a company less than a few months old –
repeat customers
 What’s in for me ( As a Merchant)
» No sign up fees or monthly fees
» Rich source of customer information – to be used for
running target campaigns for customer cohorts

Questions

How digital marketing analytics is changing in 2015

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