data ninja: kostas kampakis - boussias conferences...many years working as a marketing executive for...
TRANSCRIPT
Data + Creativity = LFE (˶˘ ³˘( ⋆❛ہ ❛⋆ )!♡
Data Ninja: Kostas Kampakis
Managing Director, ForestView
Who Am I? (and why should you care)
Unicorn = Has Worked Some Magic.Many years working as a marketing executive for various brands across multiple industries.
Shooting Rainbows = Results!Working with dozens of great brands
since then. Making great things happen…
Pink Hair = Wind of Change.Switched sides from “client” to “agency”. Became director in a kickass, supercool,
cutting edge technology, performance focused, data driven, business savvy,
marketing agency: ForestView.
I Do Data, You Do Data, We All Do Data
I do data all the time, OK? Ask anyone! I just left my data at home today, OK?
We Promised the World
"Half the money I spend on advertising is wasted; the trouble is I don't know which half.“
John Wanamaker, Industrialist
We Delivered… “Something”
“Frankly, your complexity should not be our problem, so we want you to make that complexity invisible.”
Marc Pritchard, P&G Chief Brand Officer
CPACPC CPL
CPM
CPV
eCPA
eCPC
eCPLeCPM eCPV
CTRCR
CTRCPI
eCPI
DCO
CRO
CDP
Affinity
Sentiment
DSA Frequency Cap
RTB
Recall
vCPM
Viewability
Aim For Clarity and Simplify
Know Your Customers
Build Your Communication Along the ENTIRE Journey
Identify and Map the Consumer Journey
Telling a Story Through Conversation
Yesterday……all my troubles
seemed so far away…
…now it looks as though they're here to stay…
…oh, I believe…
Spiderman!
???
Data Driven Marketing Ecosystems
Data AnalyticsIdentify business opportunitiesOrchestrate marketing communicationsCreate measurable outcomes
Consumer ProfilingIdentify audience segmentsSpeak along customer journeyNurture long-term loyalty
BrandingDesign brand strategy and architectureDeliver dynamic, personal, branded stories & experiences
Market AnalysisUnderstand product / brand competitionQuantify business opportunityMap customer journey
MediaDeliver right message to the right audience at the right time and measure impactCreate a conversation, through multiple touchpoints
Business DevelopmentUnderstand audience needsDevelop & test new products / services
Specific, Measurable, Attainable, Realistic,
Timely BUSINESSObjectives
From Theory to Action
Operates mostly as a delivery business.
Makes no-nonsense, wholesome, simply delicious burgers.
Pioneer in the burger sector in Greece,
since 2003.10 restaurants in Athens.
Who’s Our Consumer?
Consumer Data
Sales Data
Market Data
Who, when, what, why “Simply Burgers”?
If not “Simply Burgers”, then who?
Omnipresence = Omnimeasurement
Proximity to PurchaseBrand Affinity
CRM
Artificial Intelligence
Dynamic Creative Optimization
Tool-centric vs Consumer-centric
If you start with the tools, you end with:
• Short-term design.
• A/B testing blindly, until something sticks.• Measuring EVERYTHING.• Building data points as you go.• Getting lost.• Keep re-designing, based on new tools.• Data driven mayhem.
If you start with the consumer, you get:
• Long-term design.• A/B testing against goal.• Measuring what’s important.• Building data points within design.• Knowing your progress.• Optimizing based on performance.
• Data driven marketing with measurable, business outcomes.
Don’t get lost. Get help!