Keynote Emerce Engage 2017: Grow faster with Data onboarding
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This document discusses the benefits and challenges of data onboarding. It notes that directly onboarding consumer data from large platforms like Facebook and Google can have downsides, including privacy issues. It promotes using a data onboarder to help bring together offline and online data from various sources, including publishers, apps, TV providers and walled gardens, in a privacy-compliant way to power applications like CRM, personalization, and cross-device targeting. The document also provides examples of how data onboarding can help retailers by improving sales, cross-selling, and measuring the impact of digital efforts on physical store visits.
Keynote Emerce Engage 2017: Grow faster with Data onboarding
- 1. Harder groeien met data onboarding Wouter Blok - Marketing Intrepreneur linkedin.com/in/wouterblok @wouterblok 1
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- 15. Downsides of onboarding directly with media molochs 15
- 17. DMP Data Management Platform CRM Customer Data Advertising Non-PII Marketing PII Data Onboarder 17
- 18. Data Onboarder DMP Data Management Platform CRM Customer Data Advertising Non-PII Marketing PII GDPR Transparent ICTrecht factsheet: digitalaudience.io 18
- 19. DMP CRMAdvertising Marketing Data Onboarder 19
- 20. DMP CRMAdvertising Marketing Publisher Data (Name, IP, Email, Cookies) Cross-Device Data (Name, Device ID) TV set-top Data (Name, Email, Address) App Data (Name, Device ID) Walled Garden Data (Impression Data) Data Onboarder 20http://bit.ly/wberry16
- 21. CRM for all! 21
- 22. CRM in search 22
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- 28. Finish Line Best Customers High Value Audience Segment Sports Shoppers http://bit.ly/livefinish 28
- 29. CRM beyond DM and email 29
- 30. ~20% Opens 30
- 32. CRM & site personalisation 32
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- 35. +49% sales +9% cross sell http://bit.ly/twcrob 35
- 37. Source: MasterCard SpendingPulse, ShopperTrak, Deloitte Retail bezoek -57%, waarde per bezoek 2.5x Footsteps in-store Sales 40B 16B $641B Digital Influence Digital Influence $750B 37 37
- 38. Source: Google/MBD 2015 Tech Wireless Shopper Study, May 2016. Clickstream January 2014 – September 2015 Consument zoekt minder op telco brand, meer op device Non-Brand 35%vs. 31% in 2015 Carrier 53%vs. 78% in 2015 OEM* 60%vs. 34% in 2015 % of converters who searched using keywords in the following buckets *OEM terms can include Carrier (e.g. Sprint iPhone) 38 38
- 39. Onboard offline data in AdWords 39
- 40. 5x Offline vs online sales after an AdWords click. ThinkwithGoogle: bit.ly/sprintomni 40
- 41. Incrementeel? A median of 18% of attributed Store Visits were caused by Google Search Ads* *Based off of a study of 10 of the large footprint US retailers *Mobile only *7-day conversion window 41
- 42. Display Targeting Walled Garden Targeting Consumer Analytics & Insights Measurement & Attribution Site Personalization Addressable TV targeting Onboarding maturity http://bit.ly/wberry16 Mature Maturing Emerging 42
- 43. Wouter Blok - Marketing Intrepreneur Linkedin.com/in/WouterBlok @WouterBlok 43