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Инструменты веб-аналитики BIG DATA Understanding your Customer Journey

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Инструменты веб-аналитики

BIG DATAUnderstanding your Customer Journey

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Dominik JohnsonExecutive Manager Global Performance Alliance

on twitter @dominik_johnsonon facebook /dominik.johnson

Yamondo.com - 15 partners around the globe

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Agenda

- Big Data- Customer Journey- Case Study

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Source: YouTube Video The Guardian

Video (Placeholder)http://www.youtube.com/watch?v=SMKScopMnKI

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Source: Luma Partners

Big Data

DigitalAdvertisementEco-Systemin the USA

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Source: Digitouch member of Yamondo

Big Data

DigitalAdvertisementEco-Systemin Turkey

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Big Data

42%Of Germans bought something online

2/5Of Retail Sales generated cashless

39%Of Germans using Internet via mobile devices

28 MillionGermans are using Online Banking

40 MillionOnline Bank Accounts in Germany

Source: BDB/Bitkom

Source: BDB/Bitkom Source: HDE

Source: Vuma

Source: TNS

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Big Data

30%Of Germans worries about the misuse of Big Data

3/5Of Germans using real names in Social Networks and 20% are using fantasy or fake names

3/5companies in Germany want to start with Big Data

Source: TNS, T-Systems Source: Allensbach

Source: Forsa

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Big Data

Favorabilityhunger for information

Intent To Purchasetrigger the decision

Considerationnarrow down alternatives

Awarenesssensitize and create a need

ConversionSource: explido

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Customer Journey

Source: explido

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Customer Journey

Source: explido

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Case Study

Source: explido

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Case Study

March’12 - April’12Period of Time (Case Study)

ChannelsPay Per Click - Affiliate Marketing - Social Media - Email Marketing - Display - Cooperations

Ad FormatsGoogle AdWords, HTML Newsletter, Facebook Apps, YouTube Channel, Affiliate Ads, Display Ads and one website of a Cooperation partner

Parties5 inclusive client

Source: explido

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Case Study

Video (Placeholder)http://www.youtube.com/watch?v=KG0_zLk7vKo

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Case Study

Questionby FONIC within Kick-Off-Workshop

Which are the top 10 purchase decision phases that my customers are taking?#1

Source: explido

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Case Study

Questionby FONIC within Kick-Off-Workshop

How should an efficient budget allocation look like?#2

Source: explido

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Case Study

1/2 Billion ViewsData

2 Million ClicksData

6 DaysAverage Customer Journey

2,92 TouchpointsAverage Customer Journey

Source: explido

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Case Study

Source: explido

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Case Study

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Case Study

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Case Study

Questionby FONIC within Kick-Off-Workshop

How should an efficient budget allocation look like?#2

Source: explido

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Case Study

30%Display Budget Optimization w/in the Awareness Phase

PPCContent Network didn‘t work for Awareness Phase therefore the defined budget can be shifted to the Favorability Phase and Consideration Phase

4,5%Finish Rate - In terms the Social Media Channel is a very cost effective managed channel it might be useful to invest a part of the allocated budget into new campaign or new apps.

9%Display Budget Optimization within the Consideration Phase

Source: explido

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Dominik JohnsonExecutive Manager Global Performance Allianceexplido WebMarketing GmbH & Co. KGCurt-Frenzel-Str. 10a86167 AugsburgGermany

homepage www.yamondo.comtwitter twitter.com/yamondofacebook facebook.com/yamondogoogle+ plus.google.com/107653396540503500957

homepage www.explido.comtwitter: twitter.com/explidofacebook: facebook.com/explidogoogle+ plus.google.com/103795736783609924357

Telephone: +49 821 / 21 77 95 - 631eMail: [email protected]

Спасибо вам.