「數據」是決戰新媒體時代關鍵
TRANSCRIPT
POLOWU2016/03/08JWTTAIPEI
JWT Taipei
Experience 動腦雜誌專欄作家
動腦講座專任講師
雅虎、統一、中華電信、聯合報、工業銀行等企業內部訓練講師
學學文創講師、微軟數位行銷講堂講師、行動行銷講師
資策會教研所講師、Startup Lab Taiwan 導師
2014 Startup Marathon 評審
Mobile Monday Taipei 策展人
資策會FIND Mobile First 召集人
Awards 金手指獎、 Yahoo! Asia Big Idea Chair、4A廣告獎
NEO Marketing Award、 SAVVI Award、ROI金投賞
PoloWu吳慶彬HeadofDigital JWTTaipei
JWT Taipei JWT
JWT Taipei
JWT Taipei
NOW
JWT Taipei
JWT Taipei
JWT Taipei
PaidMediaOwnMediaEarnMedia
品牌知名度 Catch
關聯性Connect
行動Close分享
Continue
公關新聞稿
TV廣播平面戶外
口碑
網路廣告
網路口碑關鍵字廣告
影音廣告
社群廣告
產品評測
EC網站
部落格廣告
DM廣告
直營門市
實體通路
部落客開箱
社群論壇
社群
促銷廣告
部落格
論壇
線上
線下
廣度行銷 建立產品知名度
精準行銷 接觸準確消費者
深度內容行銷 接觸不同的族群
精準行銷 接觸潛力買家
社群行銷 擴散產品力
針對NOW世代喜愛的接觸點，搭配不同平台的特性，給予不同的內容
JWT Taipei
我花在廣告上的錢有一半是浪費掉了，問題是
我不知道是哪一半。
–19世紀知名廣告人/零售業者JohnWanamaker
JWT Taipei
http://marketoonstudios.com/campaigns/rocket-fuel/
JWT Taipei
Traffic?
CTR=0.1%
What does the click measure?
JWT Taipei
沒有數據，就沒有廣告
Banner
Click-ThroughRate(CTR) ?
BannerSizeCTR
CTR
‹#›
Banner
Click-Through Rate (CTR) ?
‹#›
Banner Size CTR
CTR
‹#›
ROI
JWT Taipei
JWT Taipei
CREATIVEOPTIMIZATION
Creative Optimization 創意優化
廣告想怎麼放, 就怎麼放
Maximize Coverage and Frequency Control• Simulate the best Reach/ Frequency digital media mix before campaign launch
Data by comScore
平均%分配法 Even Distribution
DefaultSetting
Ad 125% Ad 2
25% Ad 325% Ad 4
25%
自訂權值% Weighted
排序設定 Sequence (廣告素材retargeting)
Ad 11 Impression Ad 2
1 Impression Ad 31 Impression Ad 4
1 Impression
自訂露出時間 Time Based
Default Ad
Ad 1Ad 2
Ad 3
6:00 am – 11:59 pm
12:00 pm – 4:00 pm6:00 pm – 9:00 pm
分時段提供不同的廣告
Optimization Results: Overall performance
Standard Banner Ad Size and Performance
Source: MediaMind Research. Data: 20014-2015, Standard Banners, worldwide.
CTR
0.00%
0.03%
0.06%
0.09%
0.12%
Other Automatic Optimization
Con
vers
ion
Rat
e
0.00%
0.04%
0.08%
0.12%
0.16%
Other Automatic Optimization
Click Through Rate Conversion Rate
+73% +40%
Better creatives deliver better performance.
JWT Taipei CreativeOptimization
Optimizing display led to a 136% lift in actions from Q2 to Q4
45% decrease in Cost per Action yielded an 82% improvement in ROI from display media
JWT Taipei
and Data Strategy
JWT Taipei
http://www.moroch.com/blog/2012/05/why/
Going Digital or Big Data is not a strategy
JWT Taipei
BIG DATA
JWT Taipei
It’sallaboutDATAnotMobile
JWT Taipei 2012 TPE HALO recruitmentShare FB cover photo
Scan FB profile FB Q&A viral effect
• Database advertising: finding the people who often went to pub and sent the advertising to them.
JWT Taipei
JWT Taipei
JWT Taipei
JWT Taipei
UnderstandConsumersIs“AnInvestment”In
TheFutureWhichHelpsSellMore
JWT Taipei HennessyEasyCardVIPPass
HennessyV.S.O.Phos\ngatas\ngevent「Fun飲微派對」everyFridaynight.LetKOLandpoten\alconsumerstotasteHVSOPalsounderstandHennessyV.S.O.Pbrandstory.ConsumercanregisteronFacebooktogeta“Registra\onCode”anduseEasyCardasVIPPASStopar\cipatetheevent.UseEasyCard(悠遊卡)tobindingwithFBIDasHVSOPVIPmembercardtotraceconsumerbehaviorsandencourageconsumergetspecialoffersinMOTaaertas\ngevent.
TheEasyCard(Chinese:悠遊卡)isacontactlesssmartcardsystemoperatedbytheTaipeiEasyCardCorpora\onforpaymentontheTaipeiMRT,buses,andotherpublictransportservicesinTaipei.Cardissueexceeds30millionin2012.
2013 數位時代Neo Marketing Award 首獎
2013 金手指獎 金獎
2013 Facebook Award
VIP
EasyCard+FacebookID=VIPPass=SoLoMoCRM
41
JWT Taipei
未來廣告不再是用年紀當鎖定條件，而是消費者的Life style
‹#›
Media
Consumer
Source:http://media.idownloadblog.com/wp-content/uploads/2013/09/Touch-ID-securtiy-breach.jpeg
JWT Taipei「紙牌屋」成功宣傳了大數據，而不是大數據造就了
「紙牌屋」
http://cdn.screenrant.com/wp-content/uploads/House-of-Cards-Commentary.jpg
JWT Taipei
JWT Taipei
2012
JWT Taipei
Precision Marketing
廣告代理商必需要有洞悉未來的能力
49
‹#›
Precision Marketing : Maximize consumer engagement and minimize waste by (using data to) always delivering the right content, offers and experiences to the right consumer through the most relevant channels at the right point in time.
-Coca-Cola
JWT Taipei
廣告代理商要符合各種任務需求
JWT Taipei BIGDATAMARKETING
Category Know-How
Technology Capability
新媒體變成高科技的資訊服務業需要異種人才的跨界服務
53
JWT Taipei Team Structure
JWT Taipei
Google Analytics
iBuzz Research
資策會 FIND
comScore
Media Data
JWTDynamicDataHub
即時行銷• 專案經理• 數位企劃• 數位執行• 數位創意• 數位媒體• 數位公關
品牌行銷• 客戶服務• 策略規劃• 創意• 媒體• 公關
24/7不間斷，搜集各種異質資料來源以及即時數據，並形成有用的建議，幫助客戶在品牌行銷策略及即時行銷判斷上，更能抓住商機
Real-TimeBaseCampaignBase
JWT Dynamic Data Hub
JWT TaipeiDigitalMarketingFocusin2016
1.RealTimeMarketing
2.CreativeOptimization
3.CRM
世界的一切將重新想像
57MaryMeeker
人與人的連結、人與事物的連結都將改變，一切
需要被重新想像。
JWT Taipei
May the BIG DATA Force be with you!
JWT Taipei
Thank you!
http://www.slideshare.net/polo0623