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GAUC presentatie - Michel Vennema - Weg met de splitsing tussen online en offline

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Klaar nu. Weg met de aparte potjes en afdelingen voor online en offline. Tijd om de barrière echt te doorbreken. Met data. In deze sessie bespreken we de voordelen van verdere integratie van offline en online. Technieken worden benoemd (GAP, BigQuery). De focus ligt op de kansen die het doorbreken van die barrière biedt.

Gericht op: Management / directie, Groot bedrijf, Webshop/ ecommerce, Marketing Manager

Publié dans : Données & analyses
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GAUC presentatie - Michel Vennema - Weg met de splitsing tussen online en offline

  1. 1. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. Weg met de splitsing tussen online en offline
  2. 2. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. Even voorstellen Michel Vennema Head of Analytics & Innovatie measurement nerd
  3. 3. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. weg met de splitsing tussen online en offline! 2. correlaties tussen online en offline 3. use cases van het measurement protocol 4. Beacons, digitalisering van offline en acties 1. waarom dit onderwerp?
  4. 4. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. 1.250 kijkcijferkastjes 2.750 personen 0,016% van alle huishoudens mijn oma ≈ 6.000 huishouden Kijkcijfers Nederland in Beweging 15.000… ≈ 2 tot 3 huishoudens
  5. 5. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. Offline marketeers vertrouwen op 1.250 kastjes... … voor 7,7 mln huishoudens. Targets voor offline marketeers: ● bereiksdoelstelling ○ top-of-mind awareness ○ Indirect hogere sales
  6. 6. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. Offline marketeers vertrouwen op 1.250 kastjes... … voor 7,7 mln huishoudens. Targets voor offline marketeers: ● bereiksdoelstelling ○ top-of-mind awareness ○ Indirect hogere sales groot deel via online!
  7. 7. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. Online marketeers hebben te maken met ad blockers... … maar hebben nog steeds 80% van de data! Targets voor online marketeers: ● conversies ○ directe ROI ○ cost per order
  8. 8. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. Online marketeers hebben te maken met ad blockers... … maar hebben nog steeds 80% van de data! Targets voor online marketeers: ● conversies ○ directe ROI ○ cost per order groot deel afhankelijk van offline/brand!
  9. 9. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. The shift in research journey
  10. 10. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. Mediaspend Nederland
  11. 11. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. adwords campagne A 1,6%organic adwords campagne C 2 %store Adwords CR adwords campagne C 2,2%storetv-ad organic 1,5%adwords campagne B Attributie over kanalen en media
  12. 12. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. Integratie bij marketeers 12 performance thinkers brand thinkers
  13. 13. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.
  14. 14. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.
  15. 15. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. online en offline integratie 15 correlaties • display & search • tv & search • tv & online visits attributie en analyse ● betere inzet mediabudget ● meer inzicht in campagnes ● beter inzicht in klant overig • cvs-uploads • leads to sales • beacons • digitalisering • Offline transacties • callcenter calls • refunds & confirmations Measurement protocol
  16. 16. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. correlaties
  17. 17. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. correlatie: display & (branded) search 17 Hoe? ● Exporteer display data op dagniveau ● Exporteer Adwords impressies op dagniveau ● In Google spreadsheet: =CORREL(B2:B32;F2:F32) correlatie: 0,446correlatie: 0,07 ● 0. geen lineaire relatie ● +0.30. zwakke positieve lineaire relatie ● +0.50. matige positieve lineaire relatie ● +0.70. sterke positieve lineaire relatie ● +1. perfecte positieve lineaire relatie
  18. 18. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. correlatie: radio/tv & site traffic 18 GA: organisch verkeer Radiocommercials (luisterdichtheid) Hoe? ● Exporteer organic search data op dagniveau (API of Google Spreadsheet plugin) ● Vraag radio/tv data op bij mediabureau (LDH, KDH, aantal spotjes, datum/tijd) ● Plaats in grafiek + correlatie
  19. 19. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. correlatie: radio/tv & site traffic 19
  20. 20. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. measurement protocol
  21. 21. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. Pijlers [klantnaam]. 2
  22. 22. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. 22 www.google-analytics.com/collect ?v=1 &t=pageview &tid=UA-1269101-1 &cid=123456 &dp=/pagina-URL &dt=paginatitel &dh=hostnaam &etc. etc.
  23. 23. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. 23 www.google-analytics.com/collect?v=1&t=pageview&tid=UA-1269101- 1&cid=123456&dp=/pagina-URL&dt=paginatitel&dh=hostnaam NFC-tags en measurement protocol
  24. 24. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. 24 Bij scannen kaart wordt transactie of bezoek doorgestuurd naar Google Analytics Mogelijkheden van measurement protocol
  25. 25. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. 25 Mogelijkheden van measurement protocol Een login van je klant is niet bij alles nodig, zolang je zelf de herkenning in je CRM maar hebt. Dat kan ook op basis van transactie-ID
  26. 26. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. 26 Mogelijkheden van measurement protocol Hetzelfde geldt voor je callcenter Schiet bijvoorbeeld een event in met: categorie: ‘call tracking’ actie: ‘callcenter contact’ label: ‘complaint’ | ‘support’
  27. 27. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. 27 Bij scannen kaart wordt transactie of bezoek doorgestuurd naar Google Analytics En dat geldt ook voor je callcenter... Mogelijkheden van measurement protocol Een login van je klant is niet bij alles nodig, zolang je zelf de herkenning in je CRM maar hebt. Dat kan ook op basis van transactie-ID
  28. 28. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. 28 1. Schiet CID (_ga cookiewaarde) mee in leadformulier 2. Bij succes, schiet transactie in via MP Lead to sales measurement Leads als goal Succesvolle lead als transactie
  29. 29. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. 29 Koppeling van offline data met Google Analytics via CSV-uploads ● Upload van order status (alleen GAP ivm query time upload) ● Upload van offline productinformatie (kenmerken, inkoopprijs) ● Upload van refunds Mogelijkheden van csv uploads
  30. 30. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. en verder...
  31. 31. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. 31 Beacons: iBeacon & Eddystone
  32. 32. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. 32 Beacons: iBeacon & Eddystone
  33. 33. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. 33 Digital outdoor
  34. 34. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. Afsluitend ● Start morgen met: ○ Exporteren en correleren ○ Bellen van je developers voor het inschieten van data ○ Inschieten van nieuwe KPI-sessie met online & offline ○ Om de oren slaan van je offline collega’s met de 1250 kastjes ○ (en daarna echt samenwerken)
  35. 35. © 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED. Michel Vennema T: 073 - 6811007 E: info@searchresult.nl www.searchresult.nl Prins Bernhardstraat 14 5211 HE 's-Hertogenbosch

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