Post on 23-Jan-2017
transcript
Synergy of digital-analytics and marketingDaniil Kolesnikov, Alina Akhmetzyanova
PurchaseAwareness
ATL BTL
Consideration AdvocacyPurchaseAwareness Retention
Marketing issues
Multi-channel
Different customer id
Different device, browsers, session
6
The question is how to connect different steps of customer journey
Consideration AdvocacyPurchaseAwareness Retention
Video, TV
Outdoor
Premium
display
Programmatic SEM
Promo store Retargeting
Recommendation
SMM
Loyalty program
Awareness + Consideration
Картинка – что происходит с человеком на этапе интереса
Search queries – informational
Free running sessions
How to start running
Running for beginners
proper running technique
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Visits on website TRPs TA
Case study: premium perfumery brand
10/27
/14
11/3/
14
11/10
/14
11/17
/14
11/24
/14
12/1/
14
12/8/
14
12/15
/14
12/22
/14
12/29
/141/5
/15
1/12/1
5
1/19/1
5
1/26/1
52/2
/152/9
/15
2/16/1
5
2/23/1
53/2
/153/9
/15
3/16/1
5
3/23/1
5
3/30/1
54/6
/15
4/13/1
5
4/20/1
5
4/27/1
55/4
/15
5/11/1
5
5/18/1
5
5/25/1
56/1
/156/8
/15
6/15/1
5
6/22/1
5
6/29/1
57/6
/15
7/13/1
5
7/20/1
5
7/27/1
58/3
/15
8/10/1
5
8/17/1
5
8/24/1
5
8/31/1
59/7
/15
9/14/1
5
9/21/1
5
9/28/1
5
10/5/
15
10/12
/15
10/19
/150
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10000
12000
14000
0
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100
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Brand queries
Seasonality
2013-11
2013-12
2014-01
2014-02
2014-03
2014-04
2014-05
2014-06
2014-07
2014-08
2014-09
2014-10
2014-11
2014-12
2015-01
2015-02
2015-03
2015-04
2015-05
2015-06
2015-07
2015-08
2015-09
2015-10
0
50000
100000
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200000
250000
300000
Brand queries Keywords TRPs
Search interest in perfume topic without AD
11/10
/14
11/14
/14
11/18
/14
11/22
/14
11/26
/14
11/30
/14
12/4/
14
12/8/
14
12/12
/14
12/16
/14
12/20
/14
12/24
/14
12/28
/141/1
/151/5
/151/9
/15
1/13/1
5
1/17/1
5
1/21/1
5
1/25/1
5
1/29/1
52/2
/152/6
/15
2/10/1
5
2/14/1
5
2/18/1
5
2/22/1
5
2/26/1
53/2
/153/6
/15
3/10/1
5
3/14/1
5
3/18/1
5
3/22/1
5
3/26/1
5
3/30/1
54/3
/154/7
/15
4/11/1
5
4/15/1
5
4/19/1
5
4/23/1
5
4/27/1
55/1
/155/5
/155/9
/15
5/13/1
5
5/17/1
5
5/21/1
5
5/25/1
50
2000
4000
6000
8000
10000
12000
14000
16000
Search results without ads TRPs
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Goal: mediaplan optimizatoin
Yandex.Taxi has several TV commercials at different cities
Different TV commercials have different cost
We need objective metric for TV commercial comparing
Hypothesis — the better the roll out is,the more installs we get
6/26/16 8:40 6/26/16 9:00 6/26/16 9:20 6/26/16 9:40 6/26/16 10:00 6/26/16 10:20 6/26/16 10:40 6/26/16 11:00 6/26/16 11:20 6/26/16 11:40
Установки поминутно
Reality – we can’t see anythingInstalls per minute
X and Y parameters
x
yz
Inst
alls
Level right after TV
clip
Taking installs in 10 mins after TV
clipTime
Average level of installs
Confidence interval 95%
Results: which channel performs betterTV company
What weekday performs better
Weekday
Consideration + Purchase
What happens next?
How to select clothing for running
Should I get a shoe with a waterproof/breathable liner
What should I look for when trying on shoes
Should I get a shoe with a waterproof/breathable liner
Create unique content
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Buy this traffic by CPA model
Set up goals in Metrica and use the setUserID method
Motivate your customers to share with youcontact information
Looks simple when we are talking about digital purchase, but what about offline stores?
Case study: Deodorant AXE
Market share % (before campaign)
31
Sales increase +8% vs. control data sample
Market share % (during campaign)
Advocacy and retention
Motivate your audience to give rating
Case with an advertising agency
Database of 11 000 representatives of SMB
Used to call them once per 6 months
When should we try to contact potential clients again ?
The solutionMatching companies data in CRM with HeadHunder’s data
Data: company name, website, city
Automated synchronization 90 % of companies
Consideration AdvocacyPurchaseAwareness Retention
Video, TV
Outdoor
Premium
display
Programmatic SEM
Promo store Retargeting
Recommendation
SMM
Loyalty program
Картинка – что происходит с человеком на этапе интереса
Thank you!