Title: <br />“Greetz.nl - Hard data or all aboutemotions?” <br />Opmaak titelslide door Hugo<br />
Meet Greetz<br />
Cards sold in 2010: > 3 million<br />Number of customers: > 500.000 <br />My Greetz member: male and female 8-80<br />Targ...
The key marketing question: How do we changecustomerbehaviour?<br />“Uitstellen, vergeten, naar de winkel, toch maar een o...
A multi channel marketing approach<br />
But… How do we know the contribution of individualchannels to the overall result? <br />
Challenges in attributing channel effectiveness<br /><ul><li>Limited relevance of last cookie
What happens after the click?
What happens after the view?
How does one channel impact the other?
What is the lifetime value of a new customer? </li></li></ul><li>Case <br />Measuringmultichanneleffectiveness<br />Christ...
Case: Introduction<br /><ul><li>Display part of multichannel Christmas 2010 Campaign
Objectives:
Revenue
New customer acquisition
Strategy:
Spreading: Acquire new customers
Retargeting: Activate recurring customers
Tactics:
Multiple bannersets
Multiple networks
Continuous optimization during campaign
Measurement
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Presentatie Greetz op het Web Analytics Congres 2011 in Amsterdam

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Dit zijn de slides van de presentatie die Niek Veendrick, Chief Commercial Officer bij Greetz gaf op aandragen van sponsor Comscore / Nedstat op het 5e Webanalytics Congres op 17 maart 2011 in Amsterdam.

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Presentatie Greetz op het Web Analytics Congres 2011 in Amsterdam

  1. 1. Title: <br />“Greetz.nl - Hard data or all aboutemotions?” <br />Opmaak titelslide door Hugo<br />
  2. 2. Meet Greetz<br />
  3. 3.
  4. 4.
  5. 5. Cards sold in 2010: > 3 million<br />Number of customers: > 500.000 <br />My Greetz member: male and female 8-80<br />Target audience: Female 25-49<br />Brand Name Awareness: 60%<br />Number of designs: # 7.000<br />Number of content providers: # 36<br />
  6. 6. The key marketing question: How do we changecustomerbehaviour?<br />“Uitstellen, vergeten, naar de winkel, toch maar een onpersoonlijke kaart uit het rek pakken, postzegels plakken, naar de brievenbus... is niet langer nodig.”<br />
  7. 7. A multi channel marketing approach<br />
  8. 8.
  9. 9.
  10. 10. But… How do we know the contribution of individualchannels to the overall result? <br />
  11. 11. Challenges in attributing channel effectiveness<br /><ul><li>Limited relevance of last cookie
  12. 12. What happens after the click?
  13. 13. What happens after the view?
  14. 14. How does one channel impact the other?
  15. 15. What is the lifetime value of a new customer? </li></li></ul><li>Case <br />Measuringmultichanneleffectiveness<br />Christmas 2010<br />Display campaign<br />
  16. 16. Case: Introduction<br /><ul><li>Display part of multichannel Christmas 2010 Campaign
  17. 17. Objectives:
  18. 18. Revenue
  19. 19. New customer acquisition
  20. 20. Strategy:
  21. 21. Spreading: Acquire new customers
  22. 22. Retargeting: Activate recurring customers
  23. 23. Tactics:
  24. 24. Multiple bannersets
  25. 25. Multiple networks
  26. 26. Continuous optimization during campaign
  27. 27. Measurement
  28. 28. Impressions, CTR
  29. 29. Conversions</li></ul>Post click direct<br />Post click indirect (cookietime until Dec 29th)<br />Post view indirect (24h cookietime)<br />
  30. 30. Key question: “What is the contribution of display to the overall Christmas 2010 result?”<br />4 levels of channel contribution:<br />Direct (post click) conversions<br />Indirect (post click) conversions<br />Post view conversions<br />Customer life time value of newly acquired customers<br />
  31. 31.
  32. 32. ROI Banner CampaignPost Click, direct v indirect<br />
  33. 33.
  34. 34. Bullitsverwijderen<br />
  35. 35.
  36. 36. ROI Banner CampaignPost Click, Last Touch + assists<br />
  37. 37. Post view conversions<br /><intro Display strategy by Olger> <br />
  38. 38.
  39. 39. CLV<br />
  40. 40. CLV<br />
  41. 41.
  42. 42. Wrap up & Learnings<br />Clear positive impact of running multichannel campaigns<br />But…how do we know the contribution of individual channels to the overall result? <br />Channel/campaign evaluations should include direct, indirect, present & future<br />Level of analysis severely impacts quality of commercial business decisions<br />Be prepared to make assumptions<br />Start with a solid web analytics implementation <br />

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