bogdana butnar: what i need…
DESCRIPTION
Prezentarea Bogdanei Butnar la IMTO 2009: What I need…TRANSCRIPT
![Page 1: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/1.jpg)
What I need…What can make an interactive agency work properly today
![Page 2: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/2.jpg)
This is about advertising
Why?Because advertising is the first system of money-making for any new
Internet thingie
So deal with it…
![Page 3: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/3.jpg)
need time
need education = need money = need time
need specialists = need education = need money = need time
need technology = need money = need time
need digital planners = need education = need specialists = need education = need money = need time
need money
![Page 4: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/4.jpg)
2 significant needs
![Page 5: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/5.jpg)
2 significant TRUTHS
![Page 6: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/6.jpg)
![Page 7: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/7.jpg)
One specific need
![Page 8: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/8.jpg)
One specific need
![Page 9: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/9.jpg)
![Page 10: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/10.jpg)
Internet is about
Myths
(great) expectations
Fustrations
Unexplained succeses
![Page 11: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/11.jpg)
Internet is about
Conversion funnel
Standards
Reliability
Ease of use
Immediacy
More data we can use
![Page 12: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/12.jpg)
![Page 13: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/13.jpg)
Reliable conversion measurement
Conversion funnel or how we prove online sells
One known experiment in Romania
No biiig success story
Failing CTR before successful CTR
No conversion experience
No ability to meet foreign providers’ expectations
No good practice guide
No in house teams for optimization
No model for conversion
No time to make model
![Page 14: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/14.jpg)
Reliable conversion measurement
Make your own conversion scheme and sell it to the client
Set up quick&easy measurement algorithm; create quick&easy interface
Use it
![Page 15: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/15.jpg)
Conversion data
We do not have it or we do not have the time to interpret it
We do not have ENOUGH specialists to design conversion-based programs
Press clients to supply it
Do not be discouraged by it
Use it to improve the next program
![Page 16: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/16.jpg)
Industry standardsCTR monitoring scandal – opposing parties, strange arguments for not
implementing it, clients not asked, payment issues
Traffic issues – two standards of measuring traffic of websites
SATI measurements: basic in presentation and the way they are thought out
Blogosphere is not measured
No actual way of measuring brand (!!!)
No research data on users and their behavior
Two to three foreign providers offering their services and slow adoption policies
![Page 17: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/17.jpg)
Implement the campaign results software in a palatable form and do it fast
All publishers (in ALL forms) wanting to get advertising money should be audited
All beyond banner projects should implement a standard algorithm for measuring
Get some industry standards # publish industry segmented
traffic and industry segmented CTR results without pointing out the company/brand
![Page 18: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/18.jpg)
More easily usable campaign management software
Campaigns need to be resolved with speed for efficiency
Currently we are peddling excell files
If there is no standard then at least inside agencies a system of real time campaign management should be implemented
Assign responsibilities for this role
Train specific people to do it
![Page 19: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/19.jpg)
Seriously… do ghosts (God forgive me!)
![Page 20: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/20.jpg)
![Page 21: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/21.jpg)
Data
Looks researched
Gives arguments
Makes you look good
Gets your boss to like you
Trust (like) the agency
![Page 22: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/22.jpg)
Conversion
Leads
Sales
Makes you look good
Gets your boss to like you
Trust (like) the agency
![Page 23: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/23.jpg)
conversion model
case studies
standards
data
fast#smart
![Page 24: Bogdana Butnar: What I need…](https://reader035.vdocuments.mx/reader035/viewer/2022062419/55825398d8b42a09258b481a/html5/thumbnails/24.jpg)