http://idcee.org/p/florian-heinemann/ Florian Heinemann is co-founder and managing director of the Berlin-based company builder Project A Ventures, where he is responsible for the areas of Performance Marketing, CRM and Business Intelligence. Before co-founding Project A, he was managing director of Rocket Internet holding the same areas of responsibility (2007-2012). During his time at Rocket, he was mainly involved in TopTarif, eDarling, and Zalando/Bigfoot. Prior to Rocket, Florian was co-founder and managing director of JustBooks/AbeBooks being in charge of marketing and product (1999-2002, exit to Amazon). Then, he was co-heading the online marketing department of Jamba! and the online dating portal iLove (2003-2005, exit to Verisign). In 2006, he was co-founder of the online marketplace antibodies-online.com. Moreover, he has been an investor/business angel in more than 40 startups, e.g. AdScale, Ladenzeile, Netmoms, and Tradoria. Florian holds a doctorate’s degree in innovation management/entrepreneurship from RWTH Aachen University. He was a visiting scholar at the Wharton School. His research has been published in leading international journals, such as Strategic Management Journal, Journal of Product Innovation Management, Journal of International Marketing, and Zeitschrift für Betriebswirtschaft. Furthermore, Florian holds a masters degree in business administration from WHU Koblenz. During his studies, he was a fellow of Studienstiftung des Deutschen Volkes (German National Academic Foundation). Pic's are here: http://www.flickr.com/photos/idcee/sets/ More @ http://idcee.org Follow us on: YouTube: http://www.youtube.com/user/OfficialIDCEEChannel Facebook: https://www.facebook.com/IDCEE Linkedin: http://www.linkedin.com/groups/IDCEE-3940138 Twitter: https://twitter.com/idcee_eu Google+: http://gplus.to/idcee Flickr: http://www.flickr.com/photos/idcee/collections/

1. Current Trends and Challenges
in Performance Marketing
Florian Heinemann
IDCEE 2014, Kiev/Ukraine
October 10th, 2014

2. Underlying developments driving/leading to the challenges…
• Relevant level of analysis and action shifting more and more from channel/
context to user
• Users to an increasing extend make use of multiple devices
→ login as identifier more and more crucial
• Digital advertising eco-system will resemble to an increasing extend financial
markets and more advertising formats turn digital)
→ automatization of buy-side and sell-side systems
• Increasing power of Google, Facebook, Amazon, eBay, and Apple in the digital
advertising eco-system
→ “nightmare” for publishers (too weak on the data side)
→ stronger dependence/challenge for advertisers
• Digital divide between “haves” and “have nots” deepens (in terms of
performance marketing infrastructure and knowledge)
• CRM (encompassing email, mobile push messages, FB custom audience, RTA,
SMS etc.) is the “new SEO”
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3. Current Challenges (I)
• Finding and continuously developing the “right” approach to BI
(a) conceptual
(b) infrastructure
• (a) Analyzing and (b) actively shaping the customer journey
• Understanding cross-channel interaction (including non-online channels) and
multi-device user behavior
• Finding the “right” approach to Real Time Advertising (RTA), incl. re-targeting
• Automatizing traffic management
• Understanding the characteristics of and suitable role for “new” advertising
formats, e.g. video, mobile, social-network based advertising platforms
• How to instill culture of “data-driveness”, willingness to test, and continuous
improvement into marketing organization
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4. Current Challenges (II)
• Using the full potential of new CRM channels, e.g. Facebook, mobile apps/
push messages, RTA in general (and consistent use of email)
• Making sense of social - how is “buzzfeedization” relevant to me?
• Connecting/bridging the gap between customer acquisition and customer retention
• Bridging the gap between branding and performance marketing
• Bridging the gap between offsite and onsite marketing
→ incl. personalization
• Identifying, hiring, developing, and retaining the “right” talent
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5. Google, Facebook, Amazon, Apple, and eBay are in a dominant position
in terms of signals/data on an individual user basis
Possible signals on the individual user level
(Buying) Intent-
Data Google+ etc. Like etc.
Google
Socio-demogr.,
interest-level
data
Facebook
(„FBX is only
a start…“)
Depending on the campaign goals of an advertiser
either Google or Facebook can provide the most
relevant targeting signal on an individual user level
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6. YOUR CONTACT @ PROJECT A VENTURES
Dr. Florian Heinemann
Founder & Managing Director
Project A Ventures GmbH & Co. KG
Julie-Wolfthorn-Straße 1
10115 Berlin / Germany
Mobile: +49 170 547 32 49
eMail: florian.heinemann@project-a.com
Twitter: fheinemann
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