ACER CONFIDENTIAL

Demand Generation: using mobile and data to boost bricks-and-mortar salesFrancesco FedericoFormer Global Digital Marketing Director

London, 6 July 2016

ACER CONFIDENTIAL

Customer Journey: The Dream

1

ACER CONFIDENTIAL

Customer Journey: The Reality

2

• Non linear

• Happens in “micro moments” throughout the day

• Cross-device

We need to have individually-tailored marketing propositions for each prospect/customer. Rule-based marketing automation tools are not enough anymore.

ACER CONFIDENTIAL3

ACER CONFIDENTIAL

A Simple Start: Acer.com

4

ACER CONFIDENTIAL

Analyze, Understand, Engage: Our Recipe to master the journey

5

• AnalyzeTrack users’ behaviour on our owned digital properties and cross-reference it with second/third party data in order to recognize patterns: purchase intent;

• UnderstandCapture in depth each user’s needs and expectations, to picture her/his context;

• EngageAct in real time with personally tailored messages and offers: our best bet in fulfilling users’ needs.

ACER CONFIDENTIAL6

First Step: Implementing Real Time Intelligent Pricing on Acer.com properties

ACER CONFIDENTIAL

It all starts with real time tracking on Acer.com

7

All pages are grouped into macro sections

(Homepage, Laptops, Support, etc.)

Web visitors are mapped in real-time along their journey

Acer.com sections

ACER CONFIDENTIAL

We then assign an Engagement Score to each user

8

Each Acer.com visitor is assigned an Engagement Score based on which our

acquisition/retention strategy will adapt.

ACER CONFIDENTIAL

Prospect Conversion: Dynamic acquisition

9

Centered Example

Sidebar Example

Proactive behaviorally targeted messaging reflect the user’s top product interest and provides

immediate link to Online Retailers

ACER CONFIDENTIAL

Prospect Conversion: Results

10

This user is browsing many notebook and 2-in-1 pages, showing hot interest for our products.

By looking at the value of those products we could choose to propose an outbound call to

try finalize the sale, while for lesser value products we could just show a banner to our e-

commerce store.

In this way we commiserate marketing acquisition investment to the actual or

potential value of the customer.

Acquisition costs -20%Conversion rates +30%Key Variables Considered:

Product Value (margin and lifecycle)

Customer Value (actual or potential)

Previous Owned/Paid/Earned Media Interactions Location and Channel Partners Promotions

ACER CONFIDENTIAL11

Second Step: Data-powered creatives

ACER CONFIDENTIAL

Informing the media mix with data

12

Google AdWords RLSA rely 100% on a rules-based approach.

This results in either:

1. Excluding highly engaged prospects 2. Trying to guess which audience they should be in 3. Inundating them with irrelevant ads

(It also requires a lot of work to configure and keep track of the rules.)

ACER CONFIDENTIAL

A 35% Clickthrough Uplift vs. Rule Based Retargeting

13

We use our user scoring to bucket people into the right Remarketing Lists based on their overall interest categories

and real time engagement scores.

Model A

Model B

Model C

Model D

User receives the right Adwords creative

2015 Model B

We know what each user was most engaged with

ACER CONFIDENTIAL14

Third Step: Bridging the gap between online and offline

ACER CONFIDENTIAL15

ACER CONFIDENTIAL

Challenges

16

• Data!Often sellout data is not given, thus it is very difficult to provide enough stores coverage = high risk of sending customers in stores with no product availability = customer lost to competition;

• Hard to align with local promoThe opportunity of aligning in real time with hyper-local in-store promotions is huge, but very hard to grasp due to data alignment issues and business decision lead time.

ACER CONFIDENTIAL

The opportunity of granular analytics

17

Along with complexity there is also the great

opportunity of matching media performance with

retail footfall.

By identifying demand/supply

unbalances media mix can be further geofenced

and segmented to achieve ultimate

efficiency.

Thank you

Let’s continue our conversation

@frandrake