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PERFORMANCE MARKETING MOSCOW 15 OCT The first professional conference about Performance Marketing in Russia Thomas Brandhoff, Co-Founder and Managing Director, Sociomantic Labs
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PERFORMANCE MARKETING
MOSCOW
15
OCT
The first professional conference about Performance Marketing in Russia
Thomas Brandhoff, Co-Founder and Managing Director, Sociomantic Labs
USER-INDIVIDUAL MARKETING The Future of Marketing Personalization
THOMAS BRANDHOFF Co-Founder & Managing Director Sociomantic Labs
FULL-SERVICE PROGRAMMATIC
DISPLAY60+
MARKETS 17 OFFICES
MULTI DEVICE MULTI CHANNEL
FULL – FUNNEL DISPLAY
ADVERTISING 100% PROPRIETARY TECH
Source: AdExchanger.com
CUSTOMER LIFETIME VALUE
With Reactivation
Without Reactivation
Potential CLV
Current CLV
FuturePresentPast
Most frequently used data points
Visitors• Referrer• URLs• Time stamps• …
Customers• Customer ID • Customer Email• Baskets • Product IDs • Payment Data• Cancellations• …
PURCHASE DATA
LOYALTY DATA MARKETING INTERACTIONS
CRM- DATA
SMART DATA Your First-Party Data Advantage
RF
M
RECENCY
FREQUENCY
MONETISATION
WEB ANALYTICS
DATA WAREHOUSE
CLV DATA SOURCES
NoneNew vs. Existing ClientsNew Clients vs.
CRM GroupsSegments of
One
Levels of Segmentation
By Channel
THE FUTURE: HYPER-SEGMENTATION
#User
Personalisation• eCPA, Budget • Type of Product, Price, Discount • Messaging – AdMedia, Sequence,
Frequency• Channels, Devices, Geo Targeting
CLVPrice Promo
Place Product
Per User
Marketing Mix
FROM SEGMENTS TO INDIVIDUALS Personalisation = Maximised Budget Efficiency
REACH
What are the big CRM guys up to?
Low latency, cloud-based storage developmentM&A in the area of online marketing– Web analytics, email and loyalty marketing, real-time
bidding
Great.
So now what?
• How do I calculate CLV?
• How can I best segment my customers?
• How can I make the right data available?
I have questions. Who can help?
Michael BalakinManaging Director Russia
Спасибо!
Thomas BrandhoffSociomantic Labs BerlinCo-Founder & Managing Director
www.sociomantic.com | twitter.com/sociomantic | facebook.com/sociomantic
Michael BalakinSociomantic Labs MoscowManaging Director Russia
PERFORMANCE MARKETING
MOSCOW
15
OCT
The first professional conference about Performance Marketing in Russia
