Living Digital

The World is changing

• Internet Growth is following this trend• Internet retail is sure to follow!• e-commerce was worth some $83bn (£50.4bn) across the

country (econsultancy)

gapminder.org

How is digital is evolving?

1.0 2.0 3.0

Read Write Learn Merge

4.01990 2000 2010 2020

The Future is already here

We’re now seeing the convergence of offline with digital

‘Data is the new oil’Gerd Leonhard

“I know that half of my advertising budget is wasted, but I'm not sure which half.”

John Wanamaker

"It’s only when you process oil that it demonstrates its value,

and data is the same" MEC Richard Lloyd(*)

But

The fundamentals of marketing still remain the same

• Its all about the money• And brand• Ultimately digital marketing is a tool

We’re all marketing scientists

The Scientific MethodThe scientific method is a process scientists must follow in determining the workings of the universe. There are five basic components to the scientific method:• From observations of the natural world, determine the nature of the

phenomenon that is interesting to you (i.e. ask a question or identify a problem).

• Develop one or more hypotheses, or educated guesses, to explain this phenomenon. The hypotheses should be predictive - given a set of circumstances, the hypothesis should predict an outcome.

• Devise experiments to test the hypotheses. All valid scientific hypotheses must be testable.

• Analyse the experimental results and determine to what degree do the results fit the predictions of the hypothesis.

• Further modify and repeat the experiments.

Make sense of the daisy chain

InsightKey objectives

Problems

Opportunities

Business

Market

Trends

Deliverables

Market insight

Competition

Digital strategy

Break points

Behaviors

The brand

The consumer

Implementations

Key insights

Roll-out factors

Stage-gate

When?

how?

1-2-1 insight

Research

Peer intelligence

Insight > analysis > review > MVP

Feedback > Iterate > upgrade> Scale

ROI

The Butterfly Effect

SEO (link)

PPC

AffiliateSEO (organic)

PR

Email

CROUsability

SEO (onsite/tech)

Sales/ re-targeting/CRM

Find

Convert

Retain

Re-marketing

Brand

Acquisition

Incentive

Conversion

CRM

Product

• Gamification• Attribution• Video/static image overlays• Social media as Customer Services• On/offline convergence• QR/RFID/Mobile • Automation

PPC

Display

Affiliate

Brand +voucher PPC

Email retargeting

Aff – dis. retargeting

Voucher code aff

Cashback aff

Video, Partners,

bloggers etc.

Facebook aff

In House CRM

Angels site

Angels site

Segmentation

Retargeting w/ Aff

partnership incentives

Aff – dis. retargeting

Angels site/ instoreOffline inc.

mobile aff/ catalogues

De-duplication/ attribution

Data used to build customer profile

De-dupe via aff network

Voucher terms siloed from PPC campaign

CRO improving conversions

SEO aff blogs

SEO

• Linkedin• Facebook• Blog• No twitter :P• Email –

timeforacatnap@gmail.com