Data Driven Commerce Event | metapeople Kristoffer Ewald

1. Data is the fuel of meaningful
consumer dialogues

2. Kristoffer Ewald
Group CIO,
Head of DNA
kristoffer.ewald@metapeople.com
@kewald
• Economist, 18+ years of Digital Strategies Consulting
• Entrepreneurship with +5 startups, incl. I Co-Founded
Scandinavia’s first two GACP/360 and Google Enterprise
accredited companies, The Milk and AppsPeople.
• Chairman of Digital Analytics Association Denmark (2006-2009)
Member @ DAA Research Committee. Board member @
Association of Danish Digital Agencies (ADDA)
• I’ve worked on Data Science, Intelligence & Analytics projects with
global clients incl. 3M, Accor, Adidas, Chanel, Hermès, Peugeot-
Citroën, The Red Cross, Deutsche Telekom, Hi3G and many more.
• Extensive talks, lectures and writings on Digital Strategies
ABOUT ME

3. ABOUT METAPEOPLE

4. SOME OF OUR CLIENTS
v
v
v

5. WE ARE ABOUT
SINCE 2004

6. “Knowledge beats Data”
@kewald, 2017
“Knowledge is power”
Francis Bacon,1605
“Data beats opinion”
Kaushik, 2014

7. Knowledge
WE ARE ABOUT
SINCE 2004

8. WE ARE ABOUT

9. ACTUALLY IT’S ABOUT
FROM NOW ON 

10. TOP 5 ISSUES YOU SHOULD GO BACK AND FIX
Lot’s of brand
exposure is
missing
What
happened in
the past?
What does the
“conversion”
actually
represent?
Cross-device
fragmentation
destroys “unique
visitor” count
Why not use
measurement
protocol for
“instore”?

11. WE SUCK AT IT… (THANKS STEVE, BRYAN, AVINASH)

12. DATA IS EVERYWHERE

13. WHAT IS REAL NOW?

14. CLUETRAIN MANIFESTO (1999)
MARKETS ARE CONVERSATIONS

15. IT USED TO BE CENTRALIZED

16. THEN IT WENT OPEN

17. THEN SEMI-DECENTRALISED

18. POPULARITY IS NOT INFLUENCE
Source:fastcompany

20. THE INSANE INCREASE IN COMPLEXITY

21. WHAT’S THE CHALLENGE?
WHAT’S THE ACTUAL
CHALLENGE?

22. FORGET CHANNELS

23. USE ANALYTICS TO MEASURE
FORGET DATA

24. USER KNOWLEDGE IS AT THE CORE OF YOUR
SUCCESS (AND GREAT TECH/SCIENCE)

25. 1. OUR CHALLENGE
WHAT DRIVES OUR BUSINESS?
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
Know the consumer
Integrated approach
Brand DNA
Business strategy
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
Customer Lifetime Value
CLV is hugely flawed: it’s not including context,
velocity and future

26. THE RISE OF MOBILE

27. LOCATION AND CONTEXT IS KNOWLEDGE

28. KEYS TO SOLVE THIS…

29. GOOGLE AWARENESS API

30. AND UNASSISTED MACHINE LEARNING

31. AND UNASSISTED MACHINE LEARNING
Source:@mertanen

32. ANSWER? Learn to say OCEAN

33. 2. OUR RESPONSE
Acquisition Retention
Paid Search
Social Advertising
Display Advertising
Affiliate Marketing
Facebook Custom Audiences
Twitter Tailored Audiences
Google Customer Match
Email Marketing
Call Center
SMS
Push Notifications
Customer Lifetime
Value is flawed, big
time ;)
• No Context
• No Velocity
• No Prediction

34. OUR NEW RESPONSE
5 New (suggested) KPIs:
• Annual Opportunity
• Predicted future total value
• User Velocity
• Core consumer fit score
• Loyalty propensity
• Suggest yours: #DDC17 @kewald
This is the key
takeaway
;)

35. INTEGRATION IS THE CORE
BUT HOW DO YOU BECOME CUTOMER CENTRIC?
PPC
Offline
PoS
Integrated
digital
marketing
planning
Mobile Marketing
Display
Advertising
Affiliate Marketing
CRM
Social Media
Consumer
Insights
Consultancy
SEO

36. THE GOOGLE STACK IS A PLATFORM

37. Consumer knowledge &
consumer data at the heart of
our thoughts and actions
CONSISTENT DATA-DRIVEN STRATEGY

38. THREE DIMENSIONAL STRATEGIC APPROACH
38
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

39. FROM MULTIPLE SILOS…
De-duplication
Reachability
Memory
CRM Mobile Social Paid …

40. TO A UNIFIED CONSUMER VISION
Many interactions, 4 visits, any channel
 1 unique person
CRM Mobile Social Paid
Data
combination
Segmentation
Assumptions
Targeting
Revenue
Synchronised and unified data
…

41. TO A UNIFIED CUSTOMER VISION
Many interactions, 4 visits, any channel
 1 unique person
CRM Mobile Social Paid
Data
combination
Segmentation
Assumptions
Targeting
Revenue
Synchronised and unified data
…
Predict the value
of the interactions
Now: Session Quality in GA

42.  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
CURING ONE (HUGE) FLAW WITH THE NEW METRICS:
WHO AND WHAT TO DO WITH DYNAMIC TARGETING

43. WHAT’S THE CHALLENGE?

44. CASE: ONE-TO-ONE TARGETING
GET THE INTENTION OF THE USER TO FEED DYNAMIC ADS
AND WE ARE DOING THIS ALREADY FOR YEARS….

45. EARLY YEARS CASE C&A SMART SEARCH

46. 990 clicks lost for
search (or buy again
at € 1/click)
USER : generic KW
10 Conversion
From search
€ 1000 = 1000 clicks = 10 conversions
But 990 users that can now
be remarketed at € 0,001 /
contact
USER : generic KW REMARKETING
€ 50 = 50.000 imps = 3 conversions
3 Additional conversion
From Smart Remarketing
SEARCH : MAKE YOUR GENERIC KEYWORDS PROFITABLE
Budget = € 1000
10 conversions
CPA = € 100
Total Budget = € 1050
13 conversions
CPA = € 81 (-19%)

47. 3. THE FUTURE IS ALREADY HERE (JUST NOT EVENLY DISTRIBUTED)
Paid Media CRMeCommerceOwnedEarned In-Store
Collect, synchronise and crunch to build the new stronger
metrics which will put you ahead of your competition by real-time
use across all the touches over actual lifetimes

48. DISCLAIMER
 “The material in this presentation is general background information prepared by metapeople Benelux B.V.. This
information is given in a summary form and does not purport to be complete. This presentation, including forecast
financial information should not be considered as advice or recommendation to investors or potential investors in
relation to acquiring, selling or transfer by any means metapeople’s securities. Before acting on any information
included into this presentation, one should consider the appropriateness of the information, any relevant offer
document and especially should seek for independent advice.
 This presentation may contain forward looking statements including statements regarding our intent, belief or current
expectations with respect to metapeople’s businesses and operations, market conditions, results of operation and
financial condition, specific provisions and risk management practices. These statements are based on the current
expectations and assumptions of metapeople’s management and they are, therefore, subject to risks and
uncertainties. Many factors can impact metapeople’s results and performance, thus forecasts and hypothetical
examples are subject to uncertainty and contingencies outside metapeople’s control. Results and performance can
be materially different from any future results or performance that may be expressed or implied by the forward
looking statements contained in this presentation. metapeople does not undertake to implement any of the actions
and operations that may be described in the forward looking statements. Moreover, we remind you that past
performance is not a reliable indication of future performance.”

49. THE KEY QUESTIONS YOU SHOULD ASK US:
HOW WELL DO YOU ACTUALLY KNOW CONSUMERS?
HOW FAST CAN YOU CHANGE?
DO YOU KNOW WHERE TO GO?
TWEET YOUR THOUGHTS:
@kewald
#DDC17
Please find the slides:
www.metapeople.nl