Webtrekk´s presentation at the Marketing Insights & Big Data event 2014, Utrecht. Be prepared, focus and look for small changes that drive big bucks. E.g. measuring impact TV commercials on online revenue. For more info please contact Fred Pellenaars, Country manager Benelux fred.pellenaars@webtrekk.com +31 6 347 11 500

1. „Save your digital life!“
in a sea of Big Data…
Fred Pellenaars Ralf Haberich
Country Manager CCO
Benelux
MIE 2014
Utrecht
Welcome to the

2. 



100+ Employees
Headquarter Berlin
Dedicated Partner Program
> 40% Annual Revenue Growth every year

5. Successful with Big Data and analytics
Know if you
are
prepared
How and where to
start
Have seen 2
relevant
Case studies
Welcome to the

6. Context – Big Data
Variety, volume
and
Velocity

7. Big Data analytics–value?
Extract business value by revealing correlations on:
 Trends
 Hidden drivers of profit
 Opportunities
“In some industries it will be the
difference between surviving
and not surviving”
Source: /www.mckinsey.com/insights/strategy/are_you_ready_for_the_era_of_big_data

8. Big Data - How the boss sees it

9. Big Data – In reality

10. Where to start?
1. Be prepared
team, data
2.Focus
goal
rule out assumptions
3. Start with asking
the right questions

11. Asking the right questions
Follow the money trail
In the end all Big Data and analytics should lead to succes
More profit

12. Then start with small steps
Look for small changes
that drive
Big Bucks

13. Example: TV commercials vs. Online revenue

14. Context
 Dutch TV spot market 800 million euro
 Viewing time:H1, new record: 201 minutes (6+) per person
 Cost of one 30 second tv spot prime time: € 20k
 Producing costs, film set costs, internal costs.
 Budget TV commercial campaign, between 50 and 500k
Good investment ?

15. CASE STUDY
„Driving eCommerce with TV Commercials“
Company WIRKAUFENS
Location Germany

16. About wirkaufens.de
 Founded 2008
 100+ Employees in Frankfurt & Berlin
 Online marketplace for buying your Second Hand
 Mobile
 MP3
 Navigation
 Turnover €20 Million

17. Watches TV commercial
Visits Website
Analysis

18. Traffic
Brand Search
Direct Entry
Newsletter
Campaign
Traffic
TV Spot
t0
time

19. Traffic
Brand Search
Direct Entry
Newsletter
Campaign
Traffic
TV Spot
t0
time

20. Traffic
Spot related
Brand Search
Spot related
Direct Entry
Newsletter
Campaign
Traffic
TV Spot
t0 - X minutes
t0
t0 + X minutes
time

22. Number of TV Visitors - per Minute

23. Transaction Influence - per Commercial

24. Learnings
 Data beats assumption
 Valuable and actionable insights on impact of
 Specific TV spot
 Specific TV campaign
 Value driver or not
Suitable for
and

25. CASE STUDY
„Model Selection via eCommerce analytics“
Company Anonymous
Location Hongkong

26. About the Company
 Founded 1970s
 15.000 Employees Worldwide
 Fashion Shopping
 Women
 Men
 Kids
 10,000 Stores/Wholesales
 Turnover $4.5 Billion

27. Is a blonde model
the best choice
to sell bikinis online?

28. Fashion Brand re-structured photo shoots
by analysing the model impact on sales and
increased orders by 38% to achieve a seasonal
turnover increase of $960,000.

30. Data-Driven Companies perform stronger
&
will take the Lead

31. (Company Value, Marketing Knowledge, ROI)
Output
Business
Optimization
Data
Integration
Analysis
Data CollectionReporting
Website
Optimization
Input (Time, Effort)

32. (Company Value, Marketing Knowledge, ROI)
Output
Statistics
Digital
Intelligence
Web Analytics
Business
Optimization
Data
Integration
Analysis
Data CollectionReporting
Website
Optimization
Input (Time, Effort)

33. (Company Value, Marketing Knowledge, ROI)
Output
Statistics
Digital
Intelligence
Web Analytics
Customer
Journey
Real
Time
Business
Optimization
Segmentation
Tagging
Data
Integration
Analysis
Data CollectionReporting
Website
Optimization
Input (Time, Effort)
Real
OnlineOffline
Combination

34. (Company Value, Marketing Knowledge, ROI)
Output
Gartner Hype Cycle
Statistics
Digital
Intelligence
Web Analytics
Customer
Journey
Real
Time
Business
Optimization
Segmentation
Tagging
Data
Integration
Analysis
Data CollectionReporting
Website
Optimization
Input (Time, Effort)
Real
OnlineOffline
Combination
Digital Intelligence Model
©by Ralf Haberich

37. The Digital Marketing Challenges
Digital Marketing World
Control
Campaign
Budgets
Optimize
Advertising
& Reach
A/B Testing
Keyword Tracking
Real Time Bidding
Tag-Management
Recommendations
Multivariate Testing
Campaign Controlling
Re-Targeting
TV/Print/Instore
Mobile Analytics
Merchandising
Landing Page &
Customer Tracking
Behavioral Targeting
Trusted Data
E-Commerce
Onsite Targeting
User Experience
Attribution Modelling
Predictive Targeting
1-First / 3rd
Predictive Analytics
Digital Intelligence Suite
Get
Data &
Insights
Personalize
Content &
Offers
Web Analytics
Dynamic Teaser
Social Analytics
Optimize
Conversion
Rates
Email Remarketing
Optimization
Real Time Advertising
Other Data
Analytics
Performance
Marketing
Action Center
Testing &
Optimization
Customer
Journey
Program.
Advertising
Use Every
Data
Everywhere
Safe Tag/
API

38. WRAP UP
Be prepared
Focus
Small changes, big bucks

39. Thank You
Amsterdam | Beijing | Berlin | Frankfurt | Madrid | Milan | San Francisco
More info:
Fred Pellenaars, Country Manager Benelux | fred.pellenaars@webtrekk.com
+31 6 347 11 500 | webtrekk.com