darius bagdziunas - marketing decisions based on real-time analytics

[ba:g june a:ss]

1971 1991

NON – INTERACTIVE CHANNELS

time

MOORE‘S LAW

2011

• Newspapers,

• TV,

• Cable TV,

• Digital TV,

• Satellite TV,

• Movies over the internet,

• Interactive movies,

• Magazines,

• Radio,

• Podcast

• Music cassette,

• Video cassette,

• CD,

• DVD,

• DVR,

• iTunes,

• Mp3 players,

• Yellow pages,

• Video games console,

• PC,

• Screensaver,

• Wallpaper

• Adwords,

• Banners,

• Geotargetin,

• Personalization,

• Dynamic content,

• SMS,

• MMS,

• Push

• Email,

• Instant messaging

• Websites,

• Blogs,

• Portals,

• Self-service systems,

• Auctions,

• Groupons,

• Interactive video

• Social networks,

• App,

• Wikipedia,

• E-commerce,

• M-commerce,

• Table PCs,

• E-books scanners,

• Social networks games,

• Phone games,

• Augmented reality,

• Virtual words,

• Viral campaign,

• Interactive phone calls,

• ACM,

• ATM,

• Loyalty systems,

• User id,

• Bluetooth,

• QR code’s

• IVR,

• The internet of things,

• Web camera’s,

• Content management

system.

• Online banking.

• Massive multiplayer

• Social gaming

• Texads

• Page rank

• RSS

1971 1991 2011

Attention Interest Desire Action

Source: Solve media 2011

40x

1971 1991 2011

35 %

8 %

Source: Kissmedia 2011

Ad recall

Hello my friend!

I know you are in the toilet!

And have free time!

Finish a purchase order and get 5 % discount.

time

DYNAMIC CONTENT GANDALF

Amazon.com

VOICE OF CUSTOMER IS STARTING TO BE HEARD WITHOUT SAYING

HERCULE POIROT

Amazon.com

CAMPAIGN OPTIMISATION

1971 1991 2011

35 %

8 %

Ad recall

1971 1991 2011

8 %

20??

Ad recall

SALES MOVE ONLINE EVEN INSIDE OF THE TRADITIONAL CHANNELS

90 % OF DECISIONS ARE MOTIVATED BY UNCONSCIOUS EMOTIONAL RESPONSE

ROI?

Google analytics CRM

Heatmaps Focus groups

SHIFT THE CULTURE TO ONE WHERE EVERYONE THINKS ABOUT CUSTOMERS

DISCOVER NEW VALUE BY USING EACH CONTACT TO GENERATE NEW CONSUMER

INSIGHTS

DEEPEN RELATIONS WITH CUSTOMERS AT EVERY POINT ACROSS THE VALUE CHAIN

CUSTOMER CENTRIC STORYTELLING

Customer Saleswoman

Customer Saleswoman

Customer Saleswoman

Customer Saleswoman

Customer Saleswoman

Customer Saleswoman

Customer Saleswoman

• Positively suprise client with tailor made offer. • Communicate it in custumer‘s

language.

1. GROW COMPETENCES OF YOUR TEAM

1. GROW COMPETENCES OF YOUR TEAM

2. BUILD ALGORHYTHM

3. BUILD / INTEGRATE TOOLS

4. INVOLVE

5. RELEASE VALUE THROUGH A TRULY INTEGRATED OFFERING

darius@gaumina.co.uk

GAUMINA

Real-time marketing Training. Consulting. Solutions.