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Synergy of digital analytics and marketing

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Page 1: Synergy of digital analytics and marketing
Page 2: Synergy of digital analytics and marketing

Synergy of digital-analytics and marketingDaniil Kolesnikov, Alina Akhmetzyanova

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PurchaseAwareness

ATL BTL

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Consideration AdvocacyPurchaseAwareness Retention

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Marketing issues

Multi-channel

Different customer id

Different device, browsers, session

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The question is how to connect different steps of customer journey

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Consideration AdvocacyPurchaseAwareness Retention

Video, TV

Outdoor

Premium

display

Programmatic SEM

Promo store Retargeting

Recommendation

E-mail

E-mail

SMM

Loyalty program

Page 8: Synergy of digital analytics and marketing

Awareness + Consideration

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Картинка – что происходит с человеком на этапе интереса

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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

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Brand queries

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Seasonality

2013-11

2013-12

2014-01

2014-02

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2014-04

2014-05

2014-06

2014-07

2014-08

2014-09

2014-10

2014-11

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0

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Brand queries Keywords TRPs

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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/

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12/8/

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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

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1/29/1

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/152/6

/15

2/10/1

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2/14/1

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2/18/1

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2/22/1

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2/26/1

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/153/6

/15

3/10/1

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3/18/1

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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

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Hypothesis — the better the roll out is,the more installs we get

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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

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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

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Confidence interval 95%

Results: which channel performs betterTV company

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What weekday performs better

Weekday

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Consideration + Purchase

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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

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Create unique content

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Buy this traffic by CPA model

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Set up goals in Metrica and use the setUserID method

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Motivate your customers to share with youcontact information

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Looks simple when we are talking about digital purchase, but what about offline stores?

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Case study: Deodorant AXE

Market share % (before campaign)

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Sales increase +8% vs. control data sample

Market share % (during campaign)

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Advocacy and retention

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Motivate your audience to give rating

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Case with an advertising agency

Database of 11 000 representatives of SMB

Used to call them once per 6 months

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When should we try to contact potential clients again ?

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The solutionMatching companies data in CRM with HeadHunder’s data

Data: company name, website, city

Automated synchronization 90 % of companies

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Consideration AdvocacyPurchaseAwareness Retention

Video, TV

Outdoor

Premium

display

Programmatic SEM

Promo store Retargeting

Recommendation

E-mail

E-mail

SMM

Loyalty program

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Page 40: Synergy of digital analytics and marketing

Картинка – что происходит с человеком на этапе интереса

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Thank you!


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