performance marketing moscow 2014. thomas brandhoff, sociomantic

PERFORMANCE  MARKETING

MOSCOW

15  

OCT

The first professional conference  about Performance Marketing in Russia

Thomas Brandhoff, Co-Founder and Managing Director, Sociomantic Labs

USER-INDIVIDUAL MARKETING The Future of Marketing Personalization

THOMAS BRANDHOFF Co-Founder & Managing Director Sociomantic Labs

FULL-SERVICE PROGRAMMATIC

DISPLAY60+

MARKETS 17 OFFICES

MULTI DEVICE MULTI CHANNEL

FULL – FUNNEL DISPLAY

ADVERTISING 100% PROPRIETARY TECH

Source: AdExchanger.com

CUSTOMER LIFETIME VALUE

With Reactivation

Without Reactivation

Potential CLV

Current CLV

FuturePresentPast

Most frequently used data points

Visitors• Referrer• URLs• Time stamps• …

Customers• Customer ID • Customer Email• Baskets • Product IDs • Payment Data• Cancellations• …

PURCHASE DATA

LOYALTY DATA MARKETING INTERACTIONS

CRM- DATA

SMART DATA Your First-Party Data Advantage

RF

M

RECENCY

FREQUENCY

MONETISATION

WEB ANALYTICS

DATA WAREHOUSE

CLV DATA SOURCES

NoneNew vs. Existing ClientsNew Clients vs.

CRM GroupsSegments of

One

Levels of Segmentation

By Channel

THE FUTURE: HYPER-SEGMENTATION

#User

Personalisation• eCPA, Budget • Type of Product, Price, Discount • Messaging – AdMedia, Sequence,

Frequency• Channels, Devices, Geo Targeting

CLVPrice Promo

Place Product

Per User

Marketing Mix

FROM SEGMENTS TO INDIVIDUALS Personalisation = Maximised Budget Efficiency

REACH

What are the big CRM guys up to?

Low latency, cloud-based storage developmentM&A in the area of online marketing– Web analytics, email and loyalty marketing, real-time

bidding

Great.

So now what?

• How do I calculate CLV?

• How can I best segment my customers?

• How can I make the right data available?

I have questions. Who can help?

Michael BalakinManaging Director Russia

michael.balakin@sociomantic.com

Спасибо!

Thomas BrandhoffSociomantic Labs BerlinCo-Founder & Managing Director

www.sociomantic.com | twitter.com/sociomantic | facebook.com/sociomantic

Michael BalakinSociomantic Labs MoscowManaging Director Russia

michael.balakin@sociomantic.com

PERFORMANCE  MARKETING

MOSCOW

15  

OCT

The first professional conference  about Performance Marketing in Russia