darius bagdziunas - marketing decisions based on real-time analytics
TRANSCRIPT
[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
GAUMINA
Real-time marketing Training. Consulting. Solutions.