Monday, 15 September 14
About me
Co-founder DBi Part of the Havas Media Group
‣2005 started working in digital marketing‣Founded ElisaDBI in 2010‣Specialists in analytics, marketing data and personalisation‣Organise a meet-up called Conversion Thursday‣Blogged for the Guardian & Telegraph on tech
Monday, 15 September 14
The Team49 data analytics and marketing technology
specialists based in Madrid, Barcelona, Paris & London
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What we do
Digital Analytics
Tag Management
Personalisation
We have the largest team of dedicated digital analytics specialists in Europe. Our accredited team of experts can assist you in realising the full value of your digital information.
We enable clients to fully realise the potential of their marketing data. Our bespoke data layer designs ensure your data collection is relevant and accurate with the minimum of IT involvement possible.
Integrated marketing technology solutions working towards one to one communications with clients and prospects. We execute omni-channel strategies to build relevant messaging on and off site.
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How we do it
Strategy
Implementation
Insights & Support
Thought leadership and strategic guidance on all aspects of marketing technology and data optimisation. Our deep understanding of marketing and technology helps drive client strategies forward.
Over 8 years experience in delivering accurate, relevant implementations of marketing technology. We scope, design and build integrated solutions which are tailored to our clients’ business needs.
Our goal is to enable client teams beyond their current capacity. By becoming part of your in house operations we help improve skills, support decision making and deliver actionable insights.
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DATA COLLECTION DATA COMMUNICATION KNOWLEDGE & ACTION
MET
HO
DO
LOG
YPE
OPL
ETE
CH
NO
LOG
YWe work with the worlds leading
data collection technologiesVisualising, storing and processing
data sets, both big and smallFrom predictive analytics to
behavioural targeting - we turn data into performance
We’ve been official partners of some of the worlds leading analytics tools
for over 5 years
An expert team dedicated to dashboard design so you have full visibility on business performance
We have a multi-disciplinary team
We implemented agile and actionable custom made data
tracking systems
We provide a personalised reports system for each member or
department according to their role
Continuous result-orientated experimentation
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Working in partnership
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DBi are a key regional partner of the Adobe Marketing Cloud. Over 7 years we have successfully enabled some of Europe’s brands to see significant ROI on the Adobe stack.
•Enterprise solution partner.
•Member of the Customer Advisory Bureau
•Fastest growing parnter in EMEA 2012.
•Preferred DTM partner (Dynamic Tag Manager).
•Speakers at both the US and EMEA 2014 Summits.
•Accredited consultants across the Marketing Cloud platform
“DBi are thought leaders when it comes to helping clients succeed in achieving success with the Adobe
Marketing Cloud platform.
- Andy Stringer -Key Partner Sales EMEA
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Collection
Communication
Action
Our Partners
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The Challenge
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Meet Dave
Monday, 15 September 14
Meet Dave
Profile
Channels
Behaviour
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Dave is talking to you
Life Time Value £550Lives in LiverpoolEarns > £35,000
Responds to displayAffiliate offers
Doesn’t click email
3 visits this weekUses iPad to browsePurchase on desktop
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Dave is talking to you
Consolidation of data is an essential first step
Monday, 15 September 14
Dave is talking to you
Consolidation of data is an essential first step
On site eMail Content Social Search Display
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Data activation
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Maturity Model
MATURITY OF PROGRAM
RO
I EFF
ECTI
VEN
ESS
3-6 MONTHS
Basic triggers Keyword data Pages visited
First party dataPurchase history
Audience level3rd party
demographicsInterest level
Omni-channel approach. All
data types driving action
6-12 MONTHS 18+ MONTHS
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Case Study
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Leading Telco
Goal
Deliver personalised experiences to prospects and customers across multiple touch points. Drive more relevant conversations with prospects & customers
Solution
Working in collaboration with Adobe, the client media and creative agencies, deploy Adobe Audience Manager. To target on and off site experiences based on first, second and third party data.
Result
1.Ad suppression based on CRM data and DSP de-duplication in real-time leading to better frequency optimisation
2.Consistent landing page content, post impression based on DSP segmentation
3.Target different stages of the funnel and identified key acquisition segments
We serve billions of ad impressions every year. Over 75% of these do
nothing. Ever.
- Head of Trading -
Client CRM
Agency DSPs
3rd Party Data
SiteCatalyst
Audience Manager
Target
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Effective Segmentation Strategy
Not identified Protect Grow Support
Attributes N/AHigh value
quality customers
Have potential, pay
on time
Regular defaults, ex-employees
Product A Rotate based on RF
Offer new products
Free trials from Jan
Showcase account tools
Product B Rotate based on RF
Loyalty rewards
First 3 months free
Encourage call centre
engagement
Product C Rotate based on RF
Family & friends
discount
Discounted 12 months
Suppress special offers
Customer segmentation
Monday, 15 September 14
Effective Segmentation Strategy
Not identified Protect Grow Support
Attributes N/AHigh value
quality customers
Have potential, pay
on time
Regular defaults, ex-employees
Product A Rotate based on RF
Offer new products
Free trials from Jan
Showcase account tools
Product B Rotate based on RF
Loyalty rewards
First 3 months free
Encourage call centre
engagement
Product C Rotate based on RF
Family & friends
discount
Discounted 12 months
Suppress special offers
Customer segmentation Recency Frequency Score
Tier 1
Tier 2
Tier 3
Monday, 15 September 14
Effective Segmentation Strategy
Not identified Protect Grow Support
Attributes N/AHigh value
quality customers
Have potential, pay
on time
Regular defaults, ex-employees
Product A Rotate based on RF
Offer new products
Free trials from Jan
Showcase account tools
Product B Rotate based on RF
Loyalty rewards
First 3 months free
Encourage call centre
engagement
Product C Rotate based on RF
Family & friends
discount
Discounted 12 months
Suppress special offers
Customer segmentation Recency Frequency Score
Tier 1
Tier 2
Tier 3
Action
Campaign A
Experience 24
Campaign A24
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What does this mean for our client?
•Campaigns use first party data, less reliant on cookies
•People see more relevant content on site
•Customers no longer see ads for products they own
•We can target users based on value (not just acquisition)
•With 3.9m logins per month they can monetise their inventory via partnerships
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What next?
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What could the future holdCustomer Interactions Digital Marketing Applications
Analytics
Third Party
Partners
Other
Owned Data Environment
Monday, 15 September 14
What could the future holdCustomer Interactions Digital Marketing Applications
Analytics
Third Party
Partners
Other
Owned Data Environment
Monday, 15 September 14
What could the future holdCustomer Interactions Digital Marketing Applications
Analytics
Third Party
Partners
Other
Owned Data Environment
Monday, 15 September 14
Thanks!
Monday, 15 September 14