E business E-Marketing E-Commerce
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- 2. 2 Welcome to the Matrix
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- 10. 10 CORPORATIO
- 11. 11 Device Cloud
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- 14. On the internet, we do not sell, the consumer purchases 14
- 15. Mix of Pull & Pull Tactics 15 PushPull
- 16. Inbound (Pull) vs. Outbound (Push) 16
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- 20. Customer Life-time Value (CLV) 20 (margin)(retention) (1+Cost of Capital)t CLV= 裡
- 21. Segmentation 21
- 23. Marketers create segments to identify and reach the right people at the right time 23
- 24. 24息 OTIUM-CSR
- 29. Predictive Behavior Modeling Simplest one RFM model: Recency, Frequency, Monetary - Recency - How recently did the customer purchase? - Frequency - How often do they purchase? - Monetary Value - How much do they spend? Web-based (SaaS, massive datasets) - Continual dynamic micro-segmentation - Customer lifetime value (LTV) forecasting - Mathematics - Secret sauce *LTV is the predicted sum of all future revenues 29
- 30. Personas Personas are specific archetypes of people in the target audience Persona is a digital identity constructed by a presentation of oneself With micro segmentation personas are constructed to be representative of specific segment Personas are representations of a cluster of users with similar behavior Variety of sources, such as usability testing, surveys, field studies, interviews, behaviors, goals, motivations and market research 30
- 31. Personas Personas are specific archetypes of people in the target audience Persona is a identity constructed by a presentation of oneself With micro segmentation, personas are constructed to be representative of specific segment 31 Brainy Smurf Smurfette Diane von Smurfstenburg Jokey Smurf 息 OTIUM-CSR
- 32. Digital Marketing Funnel 32 Acquisition Landing Page(s) Content Conversation Conversion CRM Retention Loyalty Unique Audience Active Reach 10-30% (Call to act) Add-to-card 5-8% Sales conversion rate 1-3%
- 33. Online Media Mix model based on % budget - with example of 'average' clickthrough rates Setup/ creative /Mgt costs CPM CPC Media costs Total cost Budget % Impressions or names CTR Clicks or visits CRO nOpportu nities CPO CRS nSales % of sales CPS (CPA) External online media Online ad buys (CPM) 0 5 1 10,000 10,000 10% 2,000,000 1.0% 20,000 10.0% 2,000 5 1.0% 20 3% 500 Ad network (CPC) 0 2 2 20,000 20,000 20% 10,000,000 0.1% 10,000 10.0% 1,000 20 1.0% 10 2% 2,000 Paid search (CPC) 0 #DIV/0! 2 30,000 30,000 30% #DIV/0! 15,000 10.0% 1,500 20 1.0% 15 2% 2,000 Natural search (Fixed) 0 #DIV/0! 0 5,000 5,000 5% #DIV/0! 100,000 10.0% 10,000 1 1.0% 100 16% 50 Affiliates (CPS) 0 #DIV/0! 0 5,000 5,000 5% #DIV/0! 500,000 10.0% 50,000 0 1.0% 500 78% 10 Aggregators (CPS) 0 #DIV/0! 0 0 0 0% #DIV/0! 0 10.0% 0 0 1.0% 0 0% 20 Sponsorships (Fixed) 0 100 0 10,000 10,000 10% 100,000 0 10.0% 0 0 1.0% 0 0% 0 Online PR (Fixed) 0 10 0 1,000 1,000 1% 100,000 0 10.0% 0 0 1.0% 0 0% 0 E-mail lists (CPM) 0 10 0 5,000 5,000 5% 500,000 0 10.0% 0 0 1.0% 0 0% 0 Twitter 10,000 1,000 1% Retargeting 5,000 5% Social Media 8,000 8% Total/Average 10,000 #DIV/0! 0 86,000 100,000 100% #DIV/0! #DIV/0! 645,000 10.0% 64,500 2 1.0% 645 100% 155 Media costs Conversion to Opportunity Conversion to SaleMedia volume/response Revenu 33
- 34. E-commerce 34
- 35. Too Much Information Hurts Us 35 Sales Conversion Rate