telling the digital story
DESCRIPTION
Filip Lauwere's presentation at the IgnitionOne European Automotive Summit 2014TRANSCRIPT
P r o p r i e t a r y & C o n fi d e n t i a l
SEARCH SOLUTIONS
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FILIP LAUWERES
DIGITAL STORY TELLING
JUNE 5TH 2014
P r o p r i e t a r y & C o n fi d e n t i a l
WHAT DO WE WANT AS A MARKETEER?
P r o p r i e t a r y & C o n fi d e n t i a l33
PAID SEARCH
AD SERVERS:
RICH MEDIA / DYNAMIC CREATIVE:
VERIFICATION:
DSPs: AD NETWORKS:
VIDEO:
VERTICAL:
TARGETED NETWORKS / AMPS:
PERFORMANCE:
DISPLAY ONSITE
SOCIAL
MOBILE
AD EXCHANGES:
ATTRIBUTION & ANALYTICS
TAG MANAGEMENT
DATA MANAGEMENT PLATFORMS
DATA AGGREGATOR
S
DATA SUPPLIERS
EMAILMANAGEMENT PLATFORMS
AFFILIATES
SSPs:
WE KNOW WHAT WE GET
MARKETER AUDIENCE
P r o p r i e t a r y & C o n fi d e n t i a l
BUT WHAT DO WE WANT?
P r o p r i e t a r y & C o n fi d e n t i a l
DO WE WANT TO ENGAGE
P r o p r i e t a r y & C o n fi d e n t i a l
CREATE AWARENESS
P r o p r i e t a r y & C o n fi d e n t i a l
DESIRE
P r o p r i e t a r y & C o n fi d e n t i a l
CONVERSION
P r o p r i e t a r y & C o n fi d e n t i a l
WHAT ABOUT TELLING A DIGITAL STORY?
P r o p r i e t a r y & C o n fi d e n t i a l
Hub
The platform• Cross silo• Programmatic• Engagement method agnostic• DMP as central hub• Knowns – un-knowns• Digital Story Telling• Journey builder
Egagement layers
EmailKnowns
Anonymous
Phone
Search
Social
True Data Management
Display
Website
Offer
Forms
Chat
DIGITAL STORY TELLING PLATFORM
Jouney builder
P r o p r i e t a r y & C o n fi d e n t i a l
WHAT WHITESPACE IS FILLED
DIGITAL STORY 1.0
Silo’s like E-mail
CRM integration - knownsLife cycle marketing
Business rules
Analytics
Advanced scoring
Bridging silo’s
Digital DNA - unknownsData Management PlatformInsights
DIGITAL STORY 2.0 ACCELERATING ELEMENTS
Retargeting
Jouney builders
CPA knowhow
Advanced automation : RTB, DCT, SPOT, …Attribution reports, media mix
P r o p r i e t a r y & C o n fi d e n t i a l
BUILDING BLOCKS FOR DIGITAL STORY TELLING
“ Good marketers tell a story ” – Seth Godin
P r o p r i e t a r y & C o n fi d e n t i a l
THE BUILDING BLOCKS
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P r o p r i e t a r y & C o n fi d e n t i a l14
43% Product A
30% Product B
27% Product C
Your Website Audience Analyze Visitor Interests to Build Engagement Scoring & Profiles
MIN. SPENT ON-SITE
CLICKPATH VALUE
HOURS BETWEEN VISIT
KEYWORDS SEARCHED
NEW VISTOR OF SITE
SITE CATEGORIES VISITED
REFERRING URL
266SCORE
348SCORE
450SCORE
240SCORE
850SCORE
350SCORE
298SCORE
740SCORE 850
SCORE
USER AT THE HEART OF DIGITAL STRATEGY
P r o p r i e t a r y & C o n fi d e n t i a l
360° view
DMP CRM
Digital DNAOnline media consumption
Click journeyEngagement scoring
Firmographics
Campaign responses
Demographics
CONVERSION
FORM
SEGMENTATION APPROACH
DATABASE PHILOSOPHY
ENGAGEMENTMETHOD
Cross media channel Cross sales channel
CHAT
PHONE
DISPLAY
SEARCH
SOCIAL
KNOWNSKNOWNSUNKNOWN
S
P r o p r i e t a r y & C o n fi d e n t i a l
16http://mat.ignitionone.com/form_metrics/?x=2223610119
THE SIMPLE CASE OF A FORM
P r o p r i e t a r y & C o n fi d e n t i a l
THANK YOU
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Filip Lauweres
www.ignitionone.comwww.digitalmarketingsuite.comFilip.lauweres@ignitionone.com