Date post: | 09-Jul-2015 |
Category: |
Business |
Upload: | oban-digital |
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The Fluid Futurehow data and personalisation are transforming design
About Me & Us
• 17 years in digital marketing
• I’ve sold and bought ads; sold and consulted on SEO and sold and consulted on MVT and CRO
• Worked for start ups and PLCs
• Head of Conversion at Oban Digital
• Oban Digital- leading agency in global search and cultural conversion
In the beginning….there was old skool
We Had Simple Pleasures…
Advertising Was Scattergun
We Had Golden Rules
x
…And Creative Could Be “Too Good”
See-Saw of Power
Science
Art
Brand Managers and Marketers Were Top Dogs….
Static HTML Stalked The Earth
Web Dev Took Ages
2005 2006 2007 2008 2009
Build FlashWebsite
Website Is Done.Nothing To See Here
We Don’t SeemTo Be Getting Much Traffic
WhaddayaMean It Doesn’t
Work WithSearch Engines?
Rebuild HTMLSite, overseen
By SEO company
Recently…we entered digital “maturity”
We Became Streetwise
adturds.co.uk
CSS and Javascript
Behavioural Targeted Ads Were….OK, but….
The Web Analyst Emerged From The Cave
See-Saw of Power
Science
Art
Recent Web Dev Timeline
2010 2011 2012 2013 2014
MainlyDoing SocialMedia Stuff
Struggling tomeasure impact
of all the social media
Guest blogging,outreach, content creation,
taking out link spam
Buildingresponsive
site for tablet andmobile
Belatedlyconcentrating on
convertingthe visitors you
already have
So What’s Next?
Immersive….
…..Dynamic. Fluid. Immersive. “Big”.
What Big Data Actually Looks Like
Personalisation
Optimisation
Dynamic Advertising That Actually Works
• Programmatic
• Real time bidding
• Ad Roll and Re-targeting
• SeeWhy and email re-targeting
…..To Dynamic Creative
…..Personalised Landing Pages
Fully Dynamic Web Development
…On The Hoof Data
• Offline conversions/multichannel/omnichannel
• Attribution (last click/first click/models)
• Segments/buckets
The Age Of Buckets
Known Data Segments
• Demography: via log-in/registration
• Geographic: geo-IP and or GPS data
• Device: user agent detection e.g. iOS vs Android
• Log-Ins: e.g. presence of Facebook cookies
• Referrer: direct load, search engine, affiliate
• Repeat visitor: if cookie present
• Customer: if logged in/registered, integration with eCRM
Inferred Data
• Intent: via customer search term
• Gender: products researched, keystroke analysis
• Persona: match with similar customer behaviour
New Web Dev Timeline post 2015
Research
Analyse
Test
Review
Launch
See-Saw of Power
Science Art
Organisational Changes
Data Visualisation
…..And Finally, Testing. Lots of Testing.
Case Study Jersey Telecom
Case Study Jersey Telecom
+500%
Case Study Schuh
Case Study Schuh
+45%
Case Study Twinings
Case Study Twinings
+5%
Case Study Boots Singapore
-25%
Case Study Boots Singapore
But….
There is no such thing as bad data
Closing Thoughts
• Digital “marketing” is a journey enabled by technology and data
• The creative industries are arguably the last to succumb to the information revolution
• The quantities of data now being generated are really staggering
• Whole armies of data people will be required to process, analyse, visualise and lead
• We’re moving into the age of real time…..everything
• Successful business in the medium term will be dictated by your ability as an organisation to leverage your data