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Marketing
Automation Event
Partners.
Welkom Erik Klein Nagelvoort
Taskforce voorzitter Data & Techniek //
Moderdator
De positieve impact
van Marketing
automationEd Kassens
Marketing en Sales Manager at Whooz BV
Waarom dit onderzoek?
Is de verwerking van persoonsgegevens
een probleem?
Is dit alleen ons probleem?
Wat vindt de
consument?
Waar komt de term spam
vandaan?
De Can Spam act 2003
kabinet George W Bush
Impact op de economie
Impact op onze wereld
2 invalshoeken
Hoe groot is de online
marketing sector in
Euro’s?
Overall, turnover and profits dependent –
directly or indirectly –on electronic
communication are expected to fall by
around 30%. Across all sectors, the
ePR might introduce a reduction
of annual turnover of up to
€551.9 billion and a reduction of
annual profit of €58 billion EU
wide.
…the European market has
doubled in size in 5 years, from
€24.8bn in 2012 to €48bn in
2017…..
Digital advertising spend in the
Netherlands increased +9% to
€1.97bn, surpassing all non
digital media spend in 2017
En al die andere
kanalen dan?
Email bijvoorbeeld?
Gemiddelde ROI op data driven
kanalen €2,50bron: AC Nielsen en nog 1
188.000 professionals
werkzaam in data driven
marketingbron: CBS Statline
16 miljard per jaar, is dat veel?
8x zo groot als landbouw
2x zo groot als transport
0,9x zo groot als hard drugs
bron: CBS Statline
Impact op de samenleving.
oftewel:
data-free marketing, kan
dat niet gewoon?
Impact op de samenleving.
oftewel:
data-Free marketing, kan
dat niet gewoon?
De motieven van de marketeer:
Die hebben we nog niet, volgt uit
onderzoek.
Consumentopvattingen worden
ook opnieuw uitgevraagd
Initiatieven ondersteund
door de IAB
Gedragscode
Transparency & consent
framework
Oh ja..
Het
we-zijn-geen-eiland
argument
Tijdlijn.
Mei Juni Augustus September
data-IN frameworkWERKGROEP D&T
Tim Hoefnagel
MD / Founder
Jhon van der Ceelen
Business Intelligence Director Data & Tech
Plug & Play Data Volwassen
DMPSuper DMP (new)
Ethernet
Power
F i r s t p l ug & p l a y dmp se rv e r
Bas Smabers
Partner / Strategy Director GUC agency
Tim Hoefnagel
Founder / MDSqueezely DMP
Rutger Groot
Manager Product Development Sanoma
Tije Vlam
Digital Analytics ConsultantTraffic Builders
Jhon van der Ceelen
BI Director Data & TechnologyMindshare
Wat is data?
Wat is data?
data-IN
marketing
data-UIT
Wat is data?
data-IN
marketing
data-UIT
data-IN framework
data-IN framework
A3 structuur framework
module
LOW
M EDIUM
HI GH
module
LOW
M EDIUM
HI GH
module
LOW
M EDIUM
HI GH
BUILDING BLOCK
Centraal staat de inrichting
en DNA van je organisatie
evenals het inzichtelijk
maken van je consumer
journey, analyseren en
definiëren van concrete
doelen.
ALIGNMENT CULTURE PROCES
KNOWLEDGE JOURNEY COMPLIANCE
ETH ICS TECHNOLOGY
Organiseren
da
ta-I
N f
ram
ew
ork
W I S H
G O AL
S T R AT E G Y
I N D I V I D U AL
T E AM
O R G AN I S A T I O N
U N W R I T T E N
W R I T T E N
M O N I T O R E D
W I S H
G O AL
S T R AT E G Y
P R O D U C T / A C T I O N
CU S T O M E R
CO N S U M E R
M AN U A L
C H AN N E L
I N T E G R A T E D
L O W
S I L O
S Y N E R G Y
U N K N O W N U N C AP A B L E
K N O W N U N C AP A B L E
K N O W N CAP A B L E
Verzamelen van ruwe
data van verschillende
databronnen op één
locatie vastleggen.
KNOWLEDGE DATA DATASOURCES DAT A FRE S H NES S
AUDIENCE
Collecteren
da
ta-I
N f
ram
ew
ork
‘ H E T I S E R ’
H E R K O M S T B E K E N D
B E W U S T E CO N T R O L E
CU S T O M E R S
P R O S P E C T S
S U S P E C T S
O W N E D (1 s t )
CH AN N E L (2 n d )
E N R I CH E D (3 r d )
AD - H O C
S CH E D U L E D
R E AL - T I M E
Alle gecollecteerde data
samenvoegen tot één unieke
ID.
I DE NT IF ICAT ION TECHNIQUE ACT IONABLE
Harmoniseren
da
ta-I
N f
ram
ew
ork
D AT A S I L O S
I D CR O S S O V E R
O N E I D
M AN U A L
AU T O M A T E D
R E AL T I M E
AN O N Y M O U S
AU D I E N C E
I N D I V I D U AL
Analyse om tot inzichten
te komen welk (gedrags-)
kenmerk bepalend is
voor gewenst (koop-)
gedrag.
FREQUENCE INS IGHT GRANULARITY
CONSISTENCY
Analyseren
da
ta-I
N f
ram
ew
ork
AD H O C
S CH E D U L E D
R E AL T I M E
U N S T R U C U R E D
D E F I N E D
S T AN D A R D I Z E D
H I N D S I G H T
I N S I G H T
F O R E S I G H T
G E N E R I C
AP P L I C A B L E
S P E C I F I C & D E T AI L E D
Realiseren van segment(-
en) waarop specifiek
getarget kan worden met
specifieke boodschap(-
en).
BEHAVIOUR DATATYPE LEVEL
BASED UPON IN/EXCLUDE
Segmenteren
da
ta-I
N f
ram
ew
ork
O N E S E G M E N T
M U L T I P L E S E G M E N T S
I N D I V I D U AL
G E N E R I C
S P E C I F I C
D AT A M O D E L I N G
P R O B AL I S T I C
5 0 / 5 0
D E T E R M I N I S T I C
I N CL U D E
I N - & E X CL U D E
S P E C I F I C
CH AN N E L
J O U R N E Y
U S E R
Segmenten aan systemen aanreiken, zodat deze op juiste moment, aan de juiste persoon de juiste boodschap kan leveren.
EXECUT ION LEVEL INTEGRAT ION
AUDIENCE FREQUENCE TEST ING
Activeren
da
ta-I
N f
ram
ew
ork
M AN U A L
AU T O M A T E D
D Y N AM I C
S U S P E C T S
P R O S P E C T S
CU S T O M E R S
CH AN N E L B AS E D
CR O S S M E D I A
O M N I CH AN N E L
R E AC T I V E
P R O AC T I V E
P R E D I CT I V E
CH AN N E L
J O U R N E Y
U S E R
AD - H O C
D E F I N E D
S T AN D A R I Z E D
AUT O M A T I O N
Feedback
Werkgroep Data Framework
Next steps
data-IN
Whitepaper
Data voorbeelden
Cases
data-UIT
Organisatie
Stappen
KPI’s en metrics*
* In samenwerking met bvA
Gebaseerd op data-IN framework.
Data Maturity test
Tot ziensnamens werkgroep data framework
Tim Hoefnagel Jhon van der Ceelen
MD / Founder Business Intelligence Director Data & Tech
tim@squeezely.tech jhon.van.der.ceelen@mindshareworld.com
Arjan Grootveld
Owner & Programmatic Consultant, DigitalResults
www.digitalresults.nlPhone: +31 6 10 45 80 97| e-mail: arjan@digitalresults.nl
tasks
RIGHTSOURCING of programmatic
From the advertiser perspective
Arjan Grootveld
www.digitalresults.nlPhone: +31 6 10 45 80 97| e-mail: arjan@digitalresults.nl
Sourcing is a trending topic
tasks
65 Percent of European Brands are Programmatically Active – UK and Italian brands led Europe with programmatic activity at or above 70% in both markets. Meanwhile, German (48 percent) and French brands (63 percent) registered the lowest programmatic buying engagement, reflecting the heavy focus on consumer privacy in those two countries
86 Percent of Programmatic-Active Brands Have In-House Capability – In-house setups are divided by brands having fully moved buying functions in-house (39 percent) versus those with partial capabilities (47 percent) involving media agency partners.
Source: IAB Europe survey April ‘19 - European Programmatic In-Housing
www.digitalresults.nlPhone: +31 6 10 45 80 97| e-mail: arjan@digitalresults.nl
www.digitalresults.nlPhone: +31 6 10 45 80 97| e-mail: arjan@digitalresults.nl
Trending topic
tasks
www.digitalresults.nlPhone: +31 6 10 45 80 97| e-mail: arjan@digitalresults.nl
www.digitalresults.nlPhone: +31 6 10 45 80 97| e-mail: arjan@digitalresults.nl
what’s causingthe discussion?
From the advertiser perspective
Approach
www.digitalresults.nlPhone: +31 6 10 45 80 97| e-mail: arjan@digitalresults.nl
Tech ownership vs task management
TECHNICAL
TACTICAL
STRATEGY
DESIGN TECH
Creative design, dynamic banners, integrating data
DESIGN
Tools needed to be able to run campaigns
TECHNOLOGY
Measurement, tagging, feeds, and DMP related
TECHNICAL WORK
Trafficking, campaign management, analysis, inventory
TACTICAL EXECUTION
Campaign strategy, audiences, KPI’s, publishers deals
STRATEGY
www.digitalresults.nlPhone: +31 6 10 45 80 97| e-mail: arjan@digitalresults.nl
Sc #1: Insourcing tech
TECHNICAL
TACTICAL
STRATEGY
DESIGN TECH
ADVERTISER
AGENCY
Agency runs all activities, but with (some) direct licensing by the advertiser with adtech vendors
• Full transparency & control• Less internal resources req• Flexibility
• Can be more expensive• Less leverage on supplier
www.digitalresults.nlPhone: +31 6 10 45 80 97| e-mail: arjan@digitalresults.nl
• Adserver• DSP• Creative management• Verification• DMP (for 1st party)
Sc #1: Insourcing tech
www.digitalresults.nlPhone: +31 6 10 45 80 97| e-mail: arjan@digitalresults.nl
Sc #2: Insourcing of daily execution
TECHNICAL
TACTICAL
STRATEGY
DESIGN TECH
ADVERTISER
AGENCY
Day to day campaign management is executed by internal resources. The agency has a strategic role
• Up to date with latest developments• Link with offline buying/ brand
• Resources for execution, scaling• Less alignment with business strategy
www.digitalresults.nlPhone: +31 6 10 45 80 97| e-mail: arjan@digitalresults.nl
Sc #3: Insourcing of strategy
TECHNICAL
TACTICAL
STRATEGY
DESIGN TECH
ADVERTISER
AGENCY
Day to day campaign management is executed by internal resources. The agency has a strategic role
• Most resources sit with agency• Alignment with business strategy• Use agency leverage & expertise
• Hard to find good senior strategist
www.digitalresults.nlPhone: +31 6 10 45 80 97| e-mail: arjan@digitalresults.nl
Sc #4: Insourcing of design work
TECHNICAL
TACTICAL
STRATEGY
DESIGN TECH
ADVERTISER
AGENCY
All digital creative development, such as display banners and video’s, is done inhouse.
• Creatives in line with other advertiser material
• Prioritization and delivery as required
• HTML5 isn’t graphical design, additional resources needed
• Missing agency experience & scaling
www.digitalresults.nlPhone: +31 6 10 45 80 97| e-mail: arjan@digitalresults.nl
Sc #5: Full inhousing
TECHNICAL
TACTICAL
STRATEGY
DESIGN TECH
ADVERTISER
AGENCY
All activities related to programmatic are insourced at the advertiser side. The agency is not connected
• Full control & transparency• Full alignment with advertiser strategy
and business objectives
• Risk of tunnel vision• No re-use of knowledge• A lot of resources needed, no flexibility
www.digitalresults.nlPhone: +31 6 10 45 80 97| e-mail: arjan@digitalresults.nl
Other scenario’s
• Insourcing of activities, but having the agency as a consulting partner.
• Insourcing, but leaving publisher dealmaking to the agency, leveraging bargaining power
• Sharing the workload over both strategy and execution. E.g. trafficking outsourced, but campaign management insourced
• Having the agency team working physically inhouse, offering the advantage of being closer and understanding client needs
• Insourcing performance marketing, but outsourcing (programmatic) media buying for branding
www.digitalresults.nlPhone: +31 6 10 45 80 97| e-mail: arjan@digitalresults.nl
Pitfall #1
www.digitalresults.nlPhone: +31 6 10 45 80 97| e-mail: arjan@digitalresults.nl
Pitfall #2
www.digitalresults.nlPhone: +31 6 10 45 80 97| e-mail: arjan@digitalresults.nl
Take outs
Which option to go for depends on to what
extend it solves the issue for the advertiser
LOOK AT ADDED VALUE
No black and white. Each option has pro's and
cons. It's about how much you weigh those
OWN THE DECISION
Don't introduce overly complicated models. In the
end, test and see what fits best
KEEP IT PRACTICAL
Agencies bring invaluable knowledge, which can
be used to move into a consulting role
EXPLORE POSITIONING
02
03
04
01
The trend is there. How to make the best decisions is up
to you!
Best practices in
marketing
automationLejo van Duivenvoorde
EDM
Herhaalaankoop voorspelling
RANDOM
FOREST
EDM AutomotiveBase
Renault transactions
Resultaat: ➢ 40% behoud (normaal 3%)➢ Grotere return on marketing spend
Verdubbeling conversie
Low ranking Matrix Factorization
Alternating Least Squares
“Persoonlijk, relevant, klantgedreven”
Acties – promoties van leveranciers
Loyalty – bedankt voor aankopen
Cross-sell – passende aanbieding
Search Automation Automatiseren van Google Ads advertenties mbt alle mutaties van Gebruikte Auto’s en Lease Aanbiedingen : welke auto’s zijn verkocht, welke voorraad, welke prijzen in meerdere landen
Samenwerking Adchieve en LeasePlan Digital voor automatische advertentie produktie :
• wat doe je als je maar een model op voorraad hebt? En wat als je er 25 hebt?
• hoe garandeer je relevante zoek resultaten?
• biedregels obv input en strategie
Doorlooptijd per ticket van 4-6 uur naar ‘real-time’
Enorme tijdswinst bij medewerkers
Optimale SEA strategie dmv Smart Bidding
Off- naar Online Attributie/Targeting
“Doordat we nu zicht hebben op hoeveel hoger de gerealiseerde omzet uitvalt wanneer wij offline transacties meenemen in het beoordelen van onze Ads-campagnes, hebben we de ROAS-doelstellingen naar beneden bij kunnen stellen.”
BK2020: marketing automation spin-off
Bevolkingsonderzoek Borstkanker voorkomt jaarlijks 850 sterfgevallen. Tijdige detectie is de doorslaggevende factor
BK2020 : 78 nieuwe mammografen waarvan 57 mobiel
Automatische en tijdige verwerking van 5.000 beelden per dag, continuiteit en privacy is prioriteiten #1. Workflow.
Issue : Detectie en beelduitwisseling met ziekenhuizen en huisarts
Oplossing : Ontwerp obv Image Recognition software en DMP technologie voor deployment bestanden obv een AI model in real-time ipv doorlooptijd van weken.
Decision
Model
Volg ons.
Of praat met ons mee via #IABnl
@IABnl
/company/iab-netherlands
@IABNederland
@IABnl
Tot ziens
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