from bricks to clicks (and vice-versa). a framework for truly integrated campaigns
DESCRIPTION
We're operating in multi-screen environment, where location based services, apps & responsive websites have made the limits between physical & digital rather blurry. So, how can we understand actual customer behaviour? How can we effectively target them? How can we measure the results of multiple campaigns? Where can the actual ROI be found? Are big data the answer to all of the above? Let's examine the tools and methods to effectively create integrated and measurable campaigns.TRANSCRIPT
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Costas Mantziaris / Mindworks
From Bricks to Clicks A Framework for Integrated Campaigns
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E-COMMERCE IS THE FUTURE!
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E-COMMERCE IS THE FUTURE!
... OR MAYBE NOT?
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THIS IS GREECE
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AND THINGS AREN’T MUCH BETTER ABROAD
GR
UK US
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WHY WON’T MOST CONSUMERS
BUY ONLINE?
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IT IS STILL HARD AND WE (PROBABLY) DON’T WANT TO LISTEN
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WELCOME TO THE “BRICKS & CLICKS” ERA
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CONSUMER THE MISSING PIECE
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HUMANS, NOT MACHINES
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BUT… WE TRACK UNIQUE VISITORS!
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REALLY?
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UNIQUE VISITORS. REALLY?
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LET’S IMAGINE THIS...
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ADVERTISER RUNS A TV CAMPAIGN
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ALONG WITH MANY OTHER (DIGITAL) MEDIA
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SOME CONSUMERS GO TO THE WEBSITE
Many, probably from a mobile device
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SOME WILL BOUNCE
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SOME WILL BOUNCE SOME WILL STICK AROUND
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SOME MAY BUY ONLINE
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SOME MAY BUY ONLINE BUT MOST, PROBABLY WON’T
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SOME MAY RETURN LATER ON
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SOME MAY VISIT A STORE
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BUT CERTAINLY, MOST WILL BUY SOMETHING OFFLINE
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WHERE IS THE ROI?
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HOW CAN WE TRACK PERFORMANCE IN A MULTI-CONNECTED WORLD?
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WARNING: EXPERIMENTAL MATERIAL
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IT ALL STARTS WITH UNIVERSAL
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Step 1: Track every source available + apply cost data
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Step 2: Track Unique Humans not Unique Visitors
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14:20
Ø Noise Floor(1)
14:25 14:30 14:35 14:40
i.e. broadcast on MEGA at 14:23
According to broadcas@ng schedule
... 00:45 00:50 00:55
...
Impact of TV adver0sement 49 visits without conversion ( )
and 6 with immediate conversion ( ) and 1 with ensuing conversion ( )
Peak threshold
Step 3: Try to understand how TV impacts online traffic to the website & conversions
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Step 4: Understand how visitors behave in your stores
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Step 5: Connect your CRM/ERP Data with your Universal Analytics
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Step 6: Now segment & enjoy precision targeting. Understand the true Customer Lifetime Value
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BE AWESOME!
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BUT NEVER FORGET...
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“Not everything that can be counted counts, and not everything that counts can be counted”
- Albert Einstein
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Thank You!
Costas Mantziaris / Mindworks