1. Инструменты веб-аналитики
BIG DATA
Understanding your Customer Journey

2. Dominik Johnson
Executive Manager Global Performance Alliance
on twitter @dominik_johnson
on facebook /dominik.johnson
Yamondo.com - 15 partners around the globe

3. Agenda
- Big Data
- Customer Journey
- Case Study

4. Video (Placeholder)
http://www.youtube.com/watch?v=SMKScopMnKI
Source: YouTube Video The Guardian

5. Big Data
Digital
Advertisement
Eco-System
in the USA
Source: Luma Partners

6. Big Data
Digital
Advertisement
Eco-System
in Turkey
Source: Digitouch member of Yamondo

7. Big Data
40 Million 42%
Online Bank Accounts in Germany Of Germans bought something online
Source: BDB/Bitkom Source: Vuma
28 Million 2/5
Germans are using Online Banking Of Retail Sales generated cashless
Source: BDB/Bitkom Source: HDE
39%
Of Germans using Internet via mobile devices
Source: TNS

8. Big Data
3/5 30%
companies in Germany want to start Of Germans worries about the misuse
with Big Data of Big Data
Source: TNS, T-Systems Source: Allensbach
3/5
Of Germans using real names in Social Networks
and 20% are using fantasy or fake names
Source: Forsa

9. Big Data
Awareness Favorability
sensitize and create a need hunger for information
Consideration Intent To Purchase
narrow down alternatives trigger the decision
Conversion
Source: explido

10. Customer Journey
Source: explido

11. Customer Journey
Source: explido

12. Case Study
Source: explido

13. Case Study
March’12 - April’12 Channels
Period of Time (Case Study) Pay Per Click - Affiliate Marketing -
Social Media - Email Marketing -
Display - Cooperations
Ad Formats Parties
Google AdWords, HTML Newsletter, 5 inclusive client
Facebook Apps,YouTube Channel,
Affiliate Ads, Display Ads and one
website of a Cooperation partner
Source: explido

14. Case Study
Video (Placeholder)
http://www.youtube.com/watch?v=KG0_zLk7vKo

15. Case Study
Question
by FONIC within Kick-Off-Workshop
Which are the top 10 purchase decision
phases that my customers are taking?
#1
Source: explido

16. Case Study
Question
by FONIC within Kick-Off-Workshop
How should an efficient budget allocation
look like?
#2
Source: explido

17. Case Study
1/2 Billion Views 2 Million Clicks
Data Data
2,92 Touchpoints 6 Days
Average Customer Journey Average Customer Journey
Source: explido

18. Case Study
Source: explido

19. Case Study

20. Case Study

21. Case Study
Question
by FONIC within Kick-Off-Workshop
How should an efficient budget allocation
look like?
#2
Source: explido

22. Case Study
PPC
30% Content Network didn‘t work for
Display Budget Optimization w/in the Awareness Phase therefore the defined
Awareness Phase budget can be shifted to the
Favorability Phase and Consideration
Phase
4,5%
Finish Rate - In terms the Social Media
Channel is a very cost effective 9%
managed channel it might be useful to Display Budget Optimization within the
invest a part of the allocated budget Consideration Phase
into new campaign or new apps.
Source: explido

23. Dominik Johnson
Executive Manager Global Performance Alliance
explido WebMarketing GmbH & Co. KG
Curt-Frenzel-Str. 10a
86167 Augsburg
Germany
Спасибо вам.
homepage
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Telephone: +49 821 / 21 77 95 - 631
eMail:
dominik.johnson@explido.de