data-driven marketing roadshow butter+fish - march 25, 2014

Brand Driven Conversion

Jeroen van Egmond (Butter+Fish)

Marc Maas (XXS)

Topics

• About us

• Left versus right brain – Working with creatives

• Zero moment of thruth

• Case – Carglass

• Brand and Challengers

About us

Butter+Fish | The conversion company Data Driven marketing agencyFocus on sales & conversion optimalisationPart of full service communications agency – XXS AMSTERDAM

A little story about A/B testing

Where the left and right brain sometime meet in an creative agency

You are going to do what.....?!

Oeps…!

Data and touchpointsZero Moment Of Truth

Life was so easy (right?)

Thank you: Think Insights with Google

Touchpoints – Zero moment of Truth

Thank you: Think Insights with Google

Inbound marketing

Balance between Push and Pull

can't live with it, can't live without it.

PUSH PULL

Brand Driven Conversion

Dont forget your brand when creating content.

Online (Data Driven) campaign

Male, car owners…

Why should we invest in online campaigning…?

It’s going fine as it is…

Take it a step further…

Ask ourselfs a couple of questions….

What drives conversion?

Campaign creatives

1,3 million visitors daily

Target audienceRetargetingHolidayEntrepreneursInsuranceWhitespots /HotspotsCar sellersWoman / young mothersGeneral

Target audienceRetargetingHolidayWhitespots /HotspotsWoman / young mothersGeneral

Target audienceRetargetingHolidayWhitespots /HotspotsWoman / young mothersGeneral

Target audienceRetargetingHolidayWoman / young mothersGeneral

CTR* Conversies **

Evaluatie en optimalisatie

Target audienceCar sellersEntrepreneursInsurance

NEWAlgemen texttlinks + extra budget

Banners + textlinksWhitespots BannersHotspots Den bosch Almere

Textlinks:HotspotsWhitespotsyoung mothers Holiday

Target audienceRetargetingWoman / young mothersGeneral

Conversions*

To do: Carglass088 -

0406125

After the campaign stopped

Result

• Defined new target audience..

3. Campaign / traffic

4. Conversion test 5. Statistics 6. Results1. Strategy / Tactics

2. Concept

The proces: Plan, Do, Check, Act!

Data is awesome…

• … do not forget your brand• Well known and trusted brands just sell easier

The “old” models still work (1925)

conviction

Satisfaction

Brand & ChallengersButterfly in the Boxingring

7 rules for challengers who want to win and marketleaders who don’t want to lose.

1. Inside is outside

2. Win your client harts

3. A pricefigther is not a challenger

4. Get in to the boxingring

5. Attack your opponent in his weakness of his strength

6. Move like a butterfly

7. Fcuk the comfort zone

One last thing…If you are not getting the data or conversion you are hoping for?!

Butter+Fish | The conversion company

J.S. van Egmond | Managing partner

vanegmond@butterandfish.nl