數據-廣告決策的關鍵 20160906

JWT TAIPEI 2016/09/06

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Polo Wu

JWT Taipei

1.

2.

3.

4.

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

Polo Wu 吳慶彬Head of Digital JWT Taipei

Value Creator We create value for clients

We create value for industry We create Value for society

JWT

https://www.jwtintelligence.com

JWT Taipei

1. 體驗行銷

2. 用影像說話

3. 消費者不願等待，品牌需提供更有效率的服務

4. 透過手機創造更多可能性

5. 客製化行銷

6. 大數據時代

7. 追求高效率時，品牌開始回歸人性

8. 結合傳統和新意，打造獨一無二的創意

9. 民眾更相信真實

10.品牌傳遞正向思考

JWT Taipei

OUR DIGITAL SERVICE SCOPE IN THE PAST

Digital Campaign Social Campaign KOL Marketing

JWT Taipei

Media Agency Focus on JWT

Focus on

Clients Focus on

JWT Taipei OUR DIGITAL SERVICE SCOPE IN THE FUTURE

Social Listening & Responding

Analytics

Content Marketing Digital Advertising

Social CRM

eDM Marketing

User Experience Design

Data Driven Marketing

Marketing Automation

UI/UX Design

JWT Taipei

Understand Consumers Is “An Investment” In The Future

Which Helps Sell More

” ”

Unknown Visitor

➔ Geolocation; Taiwan

➔ First time visitor

➔ Membership status: No

➔ Referring URL: (Google)

➔ Referring search term: (3C )

➔ Operating System: Mac OS X

➔ Browser: Safari

Personalization

➔ David.wu@google.com

➔ 35 years old

➔ Male

➔ Married, two kids

➔ Member

➔ AppleDaily mobile App reader

➔ Charitable cause enthusiast

➔ iPad, desktop user

➔ Blogger

➔ 1 of 290,000 Facebook fans

David

➔ Geolocation; Taoyuan, Taiwan

➔ First time visitor

➔ Membership status: Not an policy holder

➔ Referring URL: (Google)

➔ Referring search term: (3C )

➔ Operating System: Mac OS X

➔ Browser: Safari

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

Data Driven Marketing Marketing Automation

Precision Marketing

未來行銷人必需要有洞悉未來的能力

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‹#›

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 BIG DATA MARKETING

Category Know-How

Technology Capability

廣告代理商變成高科技的資訊服務業需要異種人才的跨界服務

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9 8

JWT Taipei

m

JWT提出創意的「時間主張」：

我們創造讓消費者願意花時間在客⼾的品牌上的廣告。

我們相信：只要廣告能引⼈多看⼀分鐘，就能為品牌創造多⼀份價值。

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Digital Marketing Change

YouTube

YouTube

Twitter

• Digital Eco-System

品牌

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Digital Marketing Change

6

•

JWT Taipei

NOW

JWT Taipei

JWT Taipei

We believe advertising needs to stop interrupting what people are interested in and be what

people are interested in.

…

JWT Taipei

Precision Marketing

‹#›

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

科技的發展

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「科技將帶來巨變，如何提供消費者更高價值的產品，這些更重要。」-全球最具影響力

的科技趨勢大師凱文‧凱利

JWT Taipei

MARKETING AUTOMATION

JWT Taipei

Marketer can manage all creative campaign elements, and deploy them in messaging across channels.

Marketing Activity

Campaign

Experience Manager

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Marketing Activity

Welcome Program

Marketing Activity

Marketer Goal: Introduction, Profile, and Conversion

Marketer can visualize and take action on all campaign interactions logged in Analytics.

Marketing Activity

Campaign

Analytics

Marketing Activity

Campaign

Analytics

Web analytics and campaign data are exposed in Analytics for the unified measurement of a remarketing campaign's effectiveness

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Marketing ActivityMarketing Activity

Abandon Cart Remarketing

Goal: Recover cart abandoners

Through a combination of cross-channel marketing incentives and personalized experiences, Customer now purchases.

Customer receives an order confirmation almost instantly- with related upsells.

Customer Journey

Marketing ActivityMarketing Activity

Post-Purchase Cross-Sell

Goal: Confirm Order & Cross-Sell Related Product

JWT Taipei

JWT Taipei

https://www.youtube.com/watch?v=R93poYhiufI

The Gambler: Do You Know What Your Marketing Is Doing?

JWT Taipei

and

Data Strategy

Traffic? Click?

CTR=0.01%

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

http://youtu.be/TZXUq7Pln3g

CLICK, BABY, CLICK!

What does the click measure?

JWT Taipei

沒有數據，就沒有廣告

Banner

Click-Through Rate (CTR) ?

Banner Size CTR

CTR

JWT Taipei

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

Google Analytics

iBuzz Research

FIND

comScore

Media Data

JWT Dynamic Data Hub

••••••

•••••

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-Time BaseCampaign Base

JWT Dynamic Data Hub

JWT DMP

JWT SEGMENTATION &

TARGETING

Data Management Platform

JWT Taipei

May the BIG DATA Force be with you!

www.slideshare.net/polo0623

JWT Taipei

Thank you!

polo.wu@jwt.com

http://www.slideshare.net/polo0623