Data is golden and insights are priceless. KEVIN VAN DEN BOSCH

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DATA IS SILVER. BUT INSIGHTS
ARE… GOLD!!!
MARKETING TECHNOLOGY. SIMPLIFIED.
Kevin Van den Bosch
June 22nd, Brussels

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DATA
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BIG DATA?
3

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REALITY
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FOCUS ON THE USER
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MARKETING HOLY GRAIL
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ne entry that we could not fit into one of the existing categories. The innovative approach and
smart use of technology really stood out. We (the jury) are convinced the number of this type
of data- and technology driven direct marketing campaign will grow year on year. Therefore
we decided add a 9th annual
“The RIGHT message to the RIGHT person
at the RIGHT time”.

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CASE STUDY
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KEY NUMBER
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83

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NXP?
<
N°13
25 countries
24.000 employees
Target: decision makers

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DATA
THE DATA
THE (OLD) DATA

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CHALLENGE
? ?? ?

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z
KPI’S
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CONVERSION RATE LEADS COST-PER-CONTACT

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SOLUTION
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Paid EarnedOwned
Strangers Customers Fans
Print, Television, Radio,
Magazines, Cinema, Outdoor,
Banners, Direct mail, SEM/
Paid Search, in-store media
Brochure, retail stores,
company website, Microsite,
community, Facebook
Fanpage, Mobile apps etc.
Word of mouth, Facebook,
Twitter, Youtube, Flickr,
blogs, forums

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LIVE MARKETER: REAL-TIME SCORING & PROFILING
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26% Microcontrollers
43% Chips
27% Sensors
Your Website Audience Analyse Visitor Interests to
Build Robust Customer Profiles
MIN. SPENT ON-SITE
PAST PURCHASER
HOURS BETWEEN VISIT
KEYWORDS SEARCHED
NEW VISTOR OF SITE
SITE CATEGORIES VISITED
REFERRING URL
16SCORE
48SCORE
50SCORE
40SCORE
123SCORE
152SCORE
98SCORE
78SCORE
123SCORE
HOW REAL-TIME SCORING WORKS

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EXECUTION
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159
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SCORING
SCENARIO 1
43% Chips
25% TJA1057

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STEPPING IT UP
+
Fast, cheap & simple
Highly targeted niche campaigns
Specific audiences with product interest
Not time, but interest triggered

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z
REMEMBER THE KPI’S
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CONVERSION RATE LEADS COST-PER-CONTACT

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RESULTS
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z
- 83 %
Cost-per-Contact

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RESULTS
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z$ 450.000
Cost saving per Year

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TRUE GOLD
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z
Decision makers = ok!
BUT…
they didn’t SHORTLIST

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STORYLINE
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ne entry that we could not fit into one of the existing categories. The innovative approach and
smart use of technology really stood out. We (the jury) are convinced the number of this type
of data- and technology driven direct marketing campaign will grow year on year. Therefore
we decided add a 9th annual
Cuckoo Award 2014 for ‘Best Innovation and Technology’
“The innovative approach and smart use of technology really stood out.
We (the jury) are convinced the number of this type of data- and technology
driven direct marketing campaign will grow year on year. Therefore we
decided add a 9th annual …”

24. Proprietary & Confidential
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Dare to challenge / Question the status quo
and your current APPROACH
Data is SILVER, but insights are GOLD!!!
KEY TAKE AWAYS
Move from time or triggered based, to adaptive &
INTEREST BASED campaigns

25. Proprietary & Confidential
QUESTIONS – THANK YOU
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KEVIN VAN DEN BOSCH
CLIENT SERVICES DIRECTOR EUROPE
Kevin.vandenbosch@ignitionone.com
vdb-kevin
Kevbo79