Big Data - Understanding your Customer Journey: Billions of views and clicks have must be handled by online marketeers each month. Which campaign has the most impact for your ROI? Dominik Johnson will use facts from a client case study and find with you the right way for summarizing your big data. Measuring and evaluating the customer journey is essential for the efficient control of online marketing activities, e.g.: If you know that the combination “banner view - product portal - PPC search” frequently leads to conversion for your products, you can focus on the corresponding successful channel and therefore put your advertising budget to use more efficiently.

1. Инструменты веб-аналитики
BIG DATA
Understanding your Customer Journey

2. Dominik Johnson
Executive Manager Global Performance Alliance
on twitter @dominik_johnson
on facebook /dominik.johnson
Yamondo.com - 15 partners around the globe

3. Agenda
- Big Data
- Customer Journey
- Case Study

4. https://www.youtube.com/watch?v=SMKScopMnKI
Source: YouTube Video The Guardian

5. Big Data
Digital
Advertisement
Eco-System
in the USA
Source: Luma Partners

6. Big Data
Digital
Advertisement
Eco-System
in Turkey
Source: Digitouch member of Yamondo

7. Big Data
40 Million 42%
Online Bank Accounts in Germany Of Germans bought something online
Source: BDB/Bitkom Source: Vuma
28 Million 2/5
Germans are using Online Banking Of Retail Sales generated cashless
Source: BDB/Bitkom Source: HDE
39%
Of Germans using Internet via mobile devices
Source: TNS

8. Big Data
3/5 30%
companies in Germany want to start Of Germans worries about the misuse
with Big Data of Big Data
Source: TNS, T-Systems Source: Allensbach
3/5
Of Germans using real names in Social Networks
and 20% are using fantasy or fake names
Source: Forsa

9. Big Data
Awareness Favorability
sensitize and create a need hunger for information
Consideration Intent To Purchase
narrow down alternatives trigger the decision
Conversion
Source: explido

10. Customer Journey
Source: explido

11. Customer Journey
Source: explido

12. Case Study
Source: explido

13. Case Study
March’12 - April’12 Channels
Period of Time (Case Study) Pay Per Click - Affiliate Marketing -
Social Media - Email Marketing -
Display - Cooperations
Ad Formats Parties
Google AdWords, HTML Newsletter, 5 inclusive client
Facebook Apps,YouTube Channel,
Affiliate Ads, Display Ads and one
website of a Cooperation partner
Source: explido

14. Case Study
https://www.youtube.com/watch?v=xSKH8GPjaGs
Source: YouTube Video FONIC

15. Case Study
Question
by FONIC within Kick-Off-Workshop
Which are the top 10 purchase decision
phases that my customers are taking?
#1
Source: explido

16. Case Study
Question
by FONIC within Kick-Off-Workshop
How should an efficient budget allocation
look like?
#2
Source: explido

17. Case Study
1/2 Billion Views 2 Million Clicks
Data Data
2,92 Touchpoints 6 Days
Average Customer Journey Average Customer Journey
Source: explido

18. Case Study
Source: explido

19. Case Study

20. Case Study

21. Case Study
Question
by FONIC within Kick-Off-Workshop
How should an efficient budget allocation
look like?
#2
Source: explido

22. Case Study
PPC
30% Content Network didn‘t work for
Display Budget Optimization within the Awareness Phase therefore the defined
Awareness Phase budget can be shifted to the
Favorability Phase and Consideration
Phase
4,5%
Finish Rate - In terms the Social Media
Channel is a very cost effective 9%
managed channel it might be useful to Display Budget Optimization within the
invest a part of the allocated budget Consideration Phase
into new campaign or new apps.
Source: explido

23. Dominik Johnson
Executive Manager Global Performance Alliance
explido WebMarketing GmbH & Co. KG
Curt-Frenzel-Str. 10a
86167 Augsburg
Germany
Спасибо вам.
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Telephone: +49 821 / 21 77 95 - 631
eMail:
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