Opinary Co-Founder Max Meran presents “How to Deanonymize Anonymous Users”. Max Meran demonstrates that customers enjoy and reward being communicated with in ways that feel personal rather than generic, and shares knowledge on achieving that personal feeling with anonymous users on a large scale. Find us at www.heroesofcrm.com And follow us on: YouTube: https://www.youtube.com/channel/UCaTC-I6-FOpst6iQ_Z1Y5cA Facebook: https://www.facebook.com/heroesofcrm/ Twitter: https://twitter.com/heroesofcrm Instagram: @heroesofcrm

1. 05.01.2018 - Max Meran - max@opinary.com - Co-Founder
How to Deanonymize Anonymous Users
Hint: It's about Engagement
Make opinions matter

2. When I was a kid, that’s how we imagined the future

3. and now that’s actually happening

4. Retrospectively, we could have guessed what could be more appealing
than word domination

5. Platforms are bad
Most companies have started to understand that Platforms are not
their friends

6. Rely on platforms and give away your customer access and most of
your Data insights
Source: adexchanger.com, advertisemint.com, lsainsider.com
Facebook’s CPM rose by
171% in 2017... costs are
rising faster than its reach
90% of growth in digital
spend goes towards the
duopoly
54% of all US product
searches start on Amazon

7. Platform independence means a Direct-to-Consumer strategy to most

8. Let’s take a look what the platforms really understand
Engage s reach Understand Convert

9. Through Engaging Users they understand exactly who they are talking to

10. ...and it pays as static pages and content drive the current bounce rates
which average 90%
90%
What DTC Brands can learn from the platforms:
Source: marketingweek.com
Engagement = Deanonymization

11. Case study: Gerber’s Dotti

12. Implementation:
Customers text DOTI with questions about their
baby’s sleep and dietary problems
Why it works:
1. Personal – each individual has an
experience tailored to their requirements
2. Data– Gerber can build valuable insights
about their clients
3. It is highly relevant and contextual to
Gerber’s core- trust and babies
Case study: Gerber’s Dotti

13. Case study: Lego

14. Case study: Lego
Implementation:
A Chat Bot gives a personalised experience
based on factors such as age, budget and
interests
Why it works:
1. Contextual - targeted towards relevant
environments
2. Bespoke - each experience is tailored
to the needs of the user

15. XING is Germany’s most successful social
network for professionals.
Additionally, XING offers its users web content on
the topic of job applications on websites such as
Bewerbung.com and Anschreiben.com.
But Users remained passive and anonymous.
Case Study: XING

16. Case Study: XING & Opinary OnSite
Engage
Integrate native, interactive
formats on all of your Content-
Platforms
Understand
Users are able to interact with
your content and see how
others have voted
Personalize
Address your target audience
with an individual message and
animate them to click on your
offers ...
CONVERT
...which represent the
personalised solution to their
problem from your question.

17. CASE STUDY: XING RESULTS
10%
HIGHER TIME-
ON-SITE*
6.1%
ENGAGEMENT
RATE
9.5%
CLICK-
THROUGH-
RATE
*compared to the timespan without integration

18. Are you engaging?
?You want to see at least high single
% on your Engagement rate. Is your
content interactive?
WHAT IT TAKES TO BUILD YOUR OWN DIRECT TO CLIENT
RELATIONSHIPS
Are you relevant?
Are you offering useful and
relevant content to your Users?
Do you get to know your
customer?
Through your Engagement you can
ask for any data point and build
deep retargetable user profiles

19. Thank you!
Make opinions matter