數據-廣告決策的關鍵 20160906
TRANSCRIPT
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JWT TAIPEI 2016/09/06
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Polo Wu
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JWT Taipei
1.
2.
3.
4.
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JWT Taipei
Experience 動腦雜誌專欄作家
動腦講座專任講師
雅虎、統一、中華電信、聯合報、工業銀行等企業內部訓練講師
學學文創講師、微軟數位行銷講堂講師、行動行銷講師
資策會教研所講師、Startup Lab Taiwan 導師
2014 Startup Marathon 評審
Mobile Monday Taipei 策展人
資策會FIND Mobile First 召集人
Awards 金手指獎、 Yahoo! Asia Big Idea Chair、4A廣告獎
NEO Marketing Award、 SAVVI Award、ROI金投賞
Polo Wu 吳慶彬Head of Digital JWT Taipei
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Value Creator We create value for clients
We create value for industry We create Value for society
JWT
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https://www.jwtintelligence.com
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JWT Taipei
1. 體驗行銷
2. 用影像說話
3. 消費者不願等待,品牌需提供更有效率的服務
4. 透過手機創造更多可能性
5. 客製化行銷
6. 大數據時代
7. 追求高效率時,品牌開始回歸人性
8. 結合傳統和新意,打造獨一無二的創意
9. 民眾更相信真實
10.品牌傳遞正向思考
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JWT Taipei
OUR DIGITAL SERVICE SCOPE IN THE PAST
Digital Campaign Social Campaign KOL Marketing
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JWT Taipei
Media Agency Focus on JWT
Focus on
Clients Focus on
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JWT Taipei OUR DIGITAL SERVICE SCOPE IN THE FUTURE
Social Listening & Responding
Analytics
Content Marketing Digital Advertising
Social CRM
eDM Marketing
User Experience Design
Data Driven Marketing
Marketing Automation
UI/UX Design
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JWT Taipei
Understand Consumers Is “An Investment” In The Future
Which Helps Sell More
” ”
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Unknown Visitor
➔ Geolocation; Taiwan
➔ First time visitor
➔ Membership status: No
➔ Referring URL: (Google)
➔ Referring search term: (3C )
➔ Operating System: Mac OS X
➔ Browser: Safari
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Personalization
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➔ 35 years old
➔ Male
➔ Married, two kids
➔ Member
➔ AppleDaily mobile App reader
➔ Charitable cause enthusiast
➔ iPad, desktop user
➔ Blogger
➔ 1 of 290,000 Facebook fans
David
➔ Geolocation; Taoyuan, Taiwan
➔ First time visitor
➔ Membership status: Not an policy holder
➔ Referring URL: (Google)
➔ Referring search term: (3C )
➔ Operating System: Mac OS X
➔ Browser: Safari
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JWT Taipei
未來廣告不再是用年紀當鎖定條件,而是消費者的Life style
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‹#›
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Media
Consumer
Source:http://media.idownloadblog.com/wp-content/uploads/2013/09/Touch-ID-securtiy-breach.jpeg
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JWT Taipei
「紙牌屋」成功宣傳了大數據,而不是大數據造就了「紙牌屋」
http://cdn.screenrant.com/wp-content/uploads/House-of-Cards-Commentary.jpg
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JWT Taipei
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JWT Taipei
Data Driven Marketing Marketing Automation
Precision Marketing
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未來行銷人必需要有洞悉未來的能力
23
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‹#›
Precision Marketing : Maximize consumer engagement and minimize waste by (using data to) always delivering the right content, offers and experiences to the right consumer through the most relevant channels at the right point in time.
-Coca-Cola
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JWT Taipei
廣告代理商要符合各種任務需求
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JWT Taipei BIG DATA MARKETING
Category Know-How
Technology Capability
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廣告代理商變成高科技的資訊服務業需要異種人才的跨界服務
27
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9 8
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JWT Taipei
m
JWT提出創意的「時間主張」:
我們創造讓消費者願意花時間在客⼾的品牌上的廣告。
我們相信:只要廣告能引⼈多看⼀分鐘,就能為品牌創造多⼀份價值。
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30
Digital Marketing Change
YouTube
YouTube
• Digital Eco-System
品牌
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31
Digital Marketing Change
6
•
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JWT Taipei
NOW
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JWT Taipei
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JWT Taipei
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We believe advertising needs to stop interrupting what people are interested in and be what
people are interested in.
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…
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JWT Taipei
Precision Marketing
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‹#›
Precision Marketing : Maximize consumer engagement and minimize waste by (using data to) always delivering the right content, offers and experiences to the right consumer through the most relevant channels at the right point in time.
-Coca-Cola
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科技的發展
42
「科技將帶來巨變,如何提供消費者更高價值的產品,這些更重要。」-全球最具影響力
的科技趨勢大師凱文‧凱利
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JWT Taipei
MARKETING AUTOMATION
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JWT Taipei
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Marketer can manage all creative campaign elements, and deploy them in messaging across channels.
Marketing Activity
Campaign
Experience Manager
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Marketing Activity
Welcome Program
Marketing Activity
Marketer Goal: Introduction, Profile, and Conversion
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Marketer can visualize and take action on all campaign interactions logged in Analytics.
Marketing Activity
Campaign
Analytics
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Marketing Activity
Campaign
Analytics
Web analytics and campaign data are exposed in Analytics for the unified measurement of a remarketing campaign's effectiveness
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Marketing ActivityMarketing Activity
Abandon Cart Remarketing
Goal: Recover cart abandoners
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Through a combination of cross-channel marketing incentives and personalized experiences, Customer now purchases.
Customer receives an order confirmation almost instantly- with related upsells.
Customer Journey
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Marketing ActivityMarketing Activity
Post-Purchase Cross-Sell
Goal: Confirm Order & Cross-Sell Related Product
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JWT Taipei
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JWT Taipei
https://www.youtube.com/watch?v=R93poYhiufI
The Gambler: Do You Know What Your Marketing Is Doing?
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JWT Taipei
and
Data Strategy
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Traffic? Click?
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CTR=0.01%
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JWT Taipei
我花在廣告上的錢有一半是浪費掉了,問題是
我不知道是哪一半。
–19世紀知名廣告人/零售業者JohnWanamaker
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JWT Taipei
http://marketoonstudios.com/campaigns/rocket-fuel/
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What does the click measure?
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JWT Taipei
沒有數據,就沒有廣告
Banner
Click-Through Rate (CTR) ?
Banner Size CTR
CTR
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JWT Taipei
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JWT Taipei
http://www.moroch.com/blog/2012/05/why/
Going Digital or Big Data is not a strategy
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JWT Taipei
BIG DATA
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JWT Taipei
Google Analytics
iBuzz Research
FIND
comScore
Media Data
JWT Dynamic Data Hub
••••••
•••••
24/7 不間斷,搜集各種異質資料來源以及即時數據,並形成有用的建議,幫助客戶在品牌行銷策略及即時行銷判斷上,更能抓住商機
Real-Time BaseCampaign Base
JWT Dynamic Data Hub
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JWT DMP
JWT SEGMENTATION &
TARGETING
Data Management Platform
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JWT Taipei
May the BIG DATA Force be with you!
www.slideshare.net/polo0623
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JWT Taipei
Thank you!
http://www.slideshare.net/polo0623