5. NB
Top 3 flaws in Attribution
Lot’s of brand
exposure is
missing
What
happened in
the past?
What does the
“conversion”
actually
represent?
6. NB
Top 3 flaws in Attribution
Lot’s of brand
exposure is
missing
What
happened in
the past?
What does the
“conversion”
actually
represent?
7. NB
Top 3 flaws in Attribution
Lot’s of brand
exposure is
missing
What
happened in
the past?
What’s better?
8. NB
Loyalty drives business
Consistently know the consumer and maintain a relevant dialogue with
her hugely increase your business performance
An integrated approach will unify data and consumer information across
all digital touch points and keep it natively owned over long periods
across products, markets and brands.
In essence it’s the Brands DNA to know it’s consumers well
It’s not (first) a tech discipline – First of all it’s a business strategy and
needs to be executed via agile tactics. Then the concept of Customer
Lifetime Value needs to be reconsidered
CLV is hugely flawed: it’s not including context, velocity and future
1. Challenge
9. NB
Our success in redefining focus…
+2,5 Terabyte / month
+20 large projects
5 Hubs of specialists
Siginificant growth
14. NB14
The new approach
5 New (suggested) KPIs:
• Annual Opportunity
• Predicted future total value
• User Velocity
• Core consumer fit score
• Loyalty propensity
• Suggest yours: #dida16
This is the key
takeaway
;)
16. DATA AT THE CORE
Display Advertising
Mobile Marketing Affiliate Marketing
PPC CRM
Social Media
Integrated
Digital
Marketing
Planning
Consumer
Insights
Consultancy
SEO
16
Offline PoS
AND CUSTOMER-CENTRIC
18. NB
Consumer knowledge & its
data at the heart of our
thoughts & our actions
Consistent Data-driven strategy
19. NB19
Three-dimensional Strategic approach
19
1D Performance
• Max. Share of Voice
• ROI as campaign target
2D
Interaction
1D
Performance
2D Interaction
• Campaign development
• Increase in qualified traffic
3D Brand building
• Focus on New Customers
• Strategic reach
Costs
qualified
traffic
++
--
3D
Brand building
21. NB
Many interactions, 4 visits, any channel
à 1 unique person
To a unified customer vision
CRM Mobile Social Paid
Data
Combination
Segmentation
Assumptions
Targeting
Revenue
Synchronisedd and unifed data
…
22. NB
Many interactions, 4 visits, any channel
à 1 unique person
To a unified customer vision
CRM Mobile Social Paid
Data
Combination
Segmentation
Assumptions
Targeting
Revenue
Synchronisedd and unifed data
…
Future?
Predict the value
of the interactions
23. Curing one (huge) flaw with the new metrics:
Who and what to do with Dynamic Targeting
23 | Copyright NetBooster Group
§ Fully integrated data set, allowing us to crunch the data and
calculate a weighted CLV
§ Paid
§ Earned
§ Owned
§ On-/Off-line
§ Live serving of dynamic creatives, dynamic pricing
Respecting the need for relevance in the dialogue
24.
25. NB
3. Future
Collect, Synchronise and crunch to
Build the new stronger Metrics which will put
you ahead of your competition by live use
across all the touches over actual lifetimes
Media CRM On Site eCommerce Social Offline