digital transformation from a marketing point of view

DIGITAL TRANSFORMATION FROM A

MARKETING POINT OF VIEW

Sébastien FRANCOIS - @Universem

29th April 2016

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Universem Team18 digital talents – Analytics & AdWords certified partner

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Digital Marketing Solutions

Web analytics

Digital strategy

SEA & Online advertising

SEO & Content marketing

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Our ReferencesSome of the companies which trust Universem

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“76% of marketers think marketing has changed

more in the past two years than in the past 50.”Source: Adobe Digital Distress

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By 2017, Gartner, estimates that the largest

portion of a company's IT spend will be

controlled by the CMO instead of the CIO

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Only 37% feel highly proficient in digital marketingSource: Adobe Digital Distress

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Address the right message to the right person at

the right time!

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WHAT’S

NEW ?

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1

Customer-centric approach

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Search Advertising according to the context

02:00

Highway

Phone

Car assistance

Broken down on the road ?Touring: the fastest solution24/7 in 30 minutes at your place!Touring.be/roadside_assistance

070 / 344 777

11:14

Home

Laptop

Car assistance

Touring AssistanceSpecial promotion at the moment!Subscribe for only 5€/month !Touring.be/roadside_assistance

Winter, -2°

Liège

Phone

Car assistance

Troubleshooting in LiegeBattery failure or accident ?Touring is there in 30 minutesTouring.be/roadside_assistance

070 / 344 777

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Customer journey simplicity is over!

2

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TV Ad

Google

Search

Remarketing

Click

Newsletter SignupDisplay

Impression

Last interaction

Assist interactions

Microconversion

Go in shop Macrconversion

Buy product

Loyal

Customers

Many steps like

email scenarii,

remarketing, app

install …

Repeat

business

From visitor to loyal customer

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3

A multi-device world

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4

Huge amount of data in silos

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ROI of the campaigns: not a sinecure

Source: The Fournaise Marketing Group, 2014

80% OF MARKETERS

STRUGGLE TO PROPERLY

DEMONSTRATE THE

EFFECTIVENESS OF THEIR

MARKETING CAMPAIGNS!

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Digital Transformation regarding Marketing

1. Understand consumers

2. Gather & exploit data

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Identify a significant proportion of consumers

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Example to identify your users: Carrefour connect

• Direct link with the Bonus card

• Distinct behaviours

• Auto log-on

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http://www.example.com?id=sebastien-francois-12385

From Session-based analytics …

Search on

MobileFirst

purchase

Second

purchase

… to Customer analytics

Search on

MobileFirst

purchase

Second

purchase

Unique user

User id “47834567”

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GATHER &

EXPLOIT

DATA

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•

« HALF MY ADVERTISING IS WASTED.

I JUST DON’T KNOW WHICH

HALF! »

John Wanamaker (1838 – 1922)

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How do you manage this complexity?

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DMP: a great data hub to take concrete actions

DMP

CRM

Bonus Card

Mobile apps

E-Commerce website

Websites

Website RT customization

Offline customizedpromotions

CRM Emailing Customer

segmentationRTB

partners

Doubleclick

Dynamicremarketing

(Criteo,…)

Google Analytics

In-appmessages/notifications tools

(promotions)

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People who ...People who are

thinking they need ..

People who are

thinking they need and

are looking to buy

SEE THINK DO

A W A R E N E S S P U R C H A S EC O N S I D E R A T I O N

E V A L U A T I O N

CARE

A D VO C A C Y &

L O Y A L T Y

Returning visitors

Customer journey : In which state of mind is your audience?

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SEE THINK DO

A W A R E N E S S P U R C H A S EC O N S I D E R A T I O N

E V A L U A T I O N

CARE

CONVERSIONS

volume

volumevolume volume

Data-driven Marketing

A D VO C A C Y &

L O Y A L T Y

Customer journey : In which state of mind is your audience?

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SEE THINK DO

A W A R E N E S S P U R C H A S EC O N S I D E R A T I O N

E V A L U A T I O N

CARE

GENERIC SEO & Content Marketing

S O C I A L ADS

D I S P L A Y

OFFLINE Push (TV, Radio, etc.)

YouTube

Remarketing

PERFORMANCE SEA

YouTube Rmkg

A D VO C A C Y &

L O Y A L T Y

Customer journey : In which state of mind is your audience?

Emailing

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Customer journey : In which state of mind is your audience?

Impressions, %

new visits,

bounce rate,

time spent,

pageviews …

Visibility

Pages per session,

newsletter, Interest for

categories, Social

Network …

Micro conversions

Successive

purschases,

average basket

value, etc.

Loyalty

SEE THINK DO

A W A R E N E S S P U R C H A S EC O N S I D E R A T I O N

E V A L U A T I O N

CARE

A D VO C A C Y &

L O Y A L T Y

New customer,

first order

Macro conversions

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Going further

1. Understand consumers & adapt your communication

2. Seamless experience on touchpoints on- & offline

3. Think Big, Start Small

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Universem - Wallonie

Parc Créalys

Rue Camille Hubert, 13

5032 Gembloux (Belgique)

Tel: +32 (0)81 713 430

contact@universem.be

Universem - Bruxelles

BRUSSELS

Avenue Herrmann Debroux 40

1160 Bruxelles

Tel: +32 (0)2 318 23 90

contact@universem.be

Thank you !

Sébastien François

Partner & Operations Director

+32 (0) 81 713 430

sebastien@universem.be