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Dimitri Maex - How to grow your business

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Dimitri Maex, från den digitala byrån OgilvyOne, som har stor erfarenhet av att driva och förändra marknadsföringen efter nya förutsättningar. Han har också skrivit boken ”Sexy little numbers” som ger tips och råd kring hur du kan utnyttja den information om dina kunder som du redan har tillgång till för att bättre förstå vem du pratar med och vilka preferenser de har.

Publié dans : Marketing
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Dimitri Maex - How to grow your business

  1. 1. HOW TO GROW YOUR BUSINESS USING THE DATA YOU ALREADY HAVE
  2. 2. “Customer Engagement Agencies focus on defining customer-oriented business strategies. They help clients maximize customer profitability and optimize customer experiences by applying data and analytics to every interaction.”
  3. 3. DATA + INSIGHT + CREATIVITY = CUSTOMER ENGAGEMENT
  4. 4. DATA + INSIGHT + CREATIVITY = CUSTOMER ENGAGEMENT
  5. 5. +30% lift in ROAS
  6. 6. 16% 26% 31% emotional combined rational Source - IPA - Binet & Field
  7. 7. DATA + INSIGHT + CREATIVITY = CUSTOMER ENGAGEMENT
  8. 8. DATA + INSIGHT + CREATIVITY = CUSTOMER ENGAGEMENT
  9. 9. DATA + INSIGHT + CREATIVITY = CUSTOMER ENGAGEMENT
  10. 10. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five
  11. 11. INCREASE AWARENESS OF BA’s OFFERING TO AMERICAN INDIAN TRAVELERS INCREASE SEAT BOOKINGS FROM NA TO INDIA ! CREATE A PLATFORM FOR ADVOCACY WITHIN COMMUNITY GROUPS
  12. 12. 2 3 4 5 PERSONA JOURNEY ENGAGEMENT BLUEPRINT EXPERIENCE MAP 1 ENGAGEMENT IDEA
  13. 13. Mode! Persona Persona! Ratneesh - Indian Expat View! Profile Overview 27 years old Indian Expat (9 years) Astoria, New York $73,000 Engineer Married, 1 son Basic Demographics Being Indian is who I am. It makes up the very fiber of my being from my favorite dishes to my very beliefs. Being away from home is tough, but I decided to build a new life here because of the opportunities there are in the US. I go to India to visit my family once a year, usually in December when the weather is less hot. We’ll get a wedding invitation months in advance and begin planning. We try to stay as long as possible and try to find the cheapest flight that won’t sacrifice too much comfort. I typically work with a travel agency that was recommended by a friend. I trust them to get me a good deal. If not that, then I’ll check sites like Kayak. The hardest part of planning is fitting into everyone’s schedule. When I can, I look for direct flights, or flights with a short layovers. ! When we finally arrive home, we are inundated by relatives, many of whom are waiting at the airport. We stay with relatives, and the family flows in and out of the house where we’re staying. There is tons of food, so we always end up overeating. Ironically, I’ve never actually seen much of India, as most of my time is taken up seeing friends and families and attending the week long events around the wedding. Attributes Family Good Deal Wants Respect Self Comfort Wants Warmth User Needs Cultural Tension Devices & Platform • Western carriers don’t understand me or my culture • It’s difficult being away from your family • I prefer being loyal to Eastern airlines • Cultural Relevance • Excellent product for competitive price • Treated like family Influencers Family Travel Planners Previous Experiences Purchase Channels ! SMARTPHONE TABLET LAPTOP Gaming: !! Apps: !! Websites: Candy Crush, iRangoli, Super Badminton ! Kayak, What’s app, Viber, Yoga, Saavn, Skype, iCC Cricket World Cup ! Times of India, ESPN, Orkut, Bollywood Life, Blogger, Reddif Social Brands Greaves: A travel agency, with offices in both North America and India, who specializes in helping plan trips to the Indian sub-continent. It is a family run agency and very popular amongst Indian expats like myself because of its personalized touch to the journey. ! Family friend, travel agent: I often book my flights through our family friend, who has been running a travel agency for years. She knows exactly what’s important for me in my journey and I know I can trust she book the best flights for me and my family. ! Airline’s official website: When booking online independently, I prefer to book through the airline’s official websites as I trust them more than discount travel websites such as Expedia. Facebook Linkedin Orkut Twitter Moodboard !
  14. 14. Mode! Persona Moodboard View! Moodboard Persona! Ratneesh - Indian Expat
  15. 15. + Positive! Engagement Fuel - Negative! Engagement Fuel Engagement Opportunities 1 Expat Duty Planning/Booking Flying Ultimately, I want the easiest and quickest I try to book around 6 months in advance for Demonstrate that Western airlines can be the airline of choice for Eastern-bound travelers by emphasizing the cultural connectivity using culturally relevant imagery, language in communications, and placements of banner ads and distribution lists. Change the perception of western airlines: demonstrate warmth and call out the “little things”. Make flights more respectful towards Eastern cultures: changing food options, entertainment choices, and carefully considering layovers offered. my trips. 2 3 Advocacy 4 I’m willing to try a western airline, they feel like more of a trusted travel partner and less distant than before. Emphasize the value of flying with the airline by highlighting its service and loyalty program and the in-flight experience, culturally adapted specifically to the respective flying routes. Introduce and champion the benefits of the airline’s loyalty program (Airline’s executive club, household accounts). I’ve heard, and felt, that some WEstern airlines just doesn’t really “get” or respect other cultures. That was the best flight I’ve had, I’m going to share my experience with my friends and family members and encourage them to go home too. I haven’t seen my parents in almost a year. I think it’s time to start looking for a flight home. It was a good experience, but I expect that from any airline. What’s to tell? I’d rather talk about my time at home and seeing family and friends. Any airline can serve Indian food and have their hostesses put on saris - but, that doesn’t mean they get me or my culture. Airline carriers seem to be trying new approaches. I like when they offer things I’m really excited about: food, movies, flight times. It’s important to me that the airline offers good service and a loyalty program - but they must fly the routes I usually travel. From what I’ve heard, Western airlines are pretty cold and stuffy, I’d rather fly with an airline from the East who are more in tune with my cultural preferences. Airlines who have layovers in nice airports, have new fleets of planes and comfortable seats are more attractive to me. I got an invitation for a wedding back home - I’d love to go, but it seems to expensive and complicated to get there. I fly with my whole family, and my first concern is that my children will enjoy their journey to the East- it’s a long trip, so the flying experience needs to be comfortable. Sometimes, I leave the decision of the flights I book to my travel agent, who is a family friend. travel time. Western airlines have begun offering deals around the big holidays back home in the East, I’m sold! I should go back - it makes more sense for me since my parents are too old to travel. It’s so expensive to take my entire family to India. I’m going to take a few weeks off from work. Phonecalls and digital images don’t make up for me being away. I feel guilty. Mode! Journey View! Journey Overview Persona! Ratneesh - Indian Expat
  16. 16. 1M views ! 23mm twitter impressions ! 65% increase in sales on ba.com ! 75% increase in sales on otas ! 59,000 incremental PSJs ! worth more than £13.4M.
  17. 17. THANK YOU!

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