web analytics wednesday singapore - adrian roche

WEB ANALYTICS WEDNESDAYS SINGAPORE

FEBRUARY 2015

SPONSORS

Mission is to promote and raise the overall level of the web analytics industry by continuously creating opportunities for people to learn, discuss, and pass on their web analytics knowledge.

Aim to create a community through web analytics which will drive business success, research and development, personal career development, and employment opportunities

http://www.web-mining.jp/en/

Our February Sponsors

WHAT MEASURABLE UNITS CAN DO WHEN PUT TO WORK AND HOW A SIMPLE IDEA CAN MOBILISE SIZEABLE AUDIENCES

Adrian Roche (Strategic Communications) @ Web Analytics

Consultants Association

Join WACA on February 11th for a fun 20-minute presentation and

talk afterwards. WACA will provide a very fun view of how web

analytics has worked well in Japan with a very attractive and insightful

case study for car maker Fiat. Apart from having a good, healthy

laugh, WACA will demonstrate what measurable units can do when

put to work and how a simple idea can mobilize sizeable audiences.

https://www.linkedin.com/profile/view?id=57025105&authType=NAME_SEARCH&authToken=HcbC&locale=en_US&trk=tyah2&trkInfo=idx:1-1-1,tarId:1422972124107,tas:adrian+roche

http://www.web-mining.jp/en/

Web Analytics Consultants Association Toshiaki Ejiri All rihts reserved ver 6.1

I will not say

the obvious

tonight


Doesn’t sell much of anything


Advertising

Was NotHelping

While spending too much


Target disconnection


Needed a great idea


To generate results


And we found it


• Japanese comic book

• Created in 1967

• Follows escapades of

Master thieve Arsene

Lupin 3

Top selling, well known


Arsène Lupin III, the grandson of

the fictional gentleman

thief, Arsène Lupin, is considered

the world's greatest thief, known

for announcing his intentions to

steal valuable objects by sending

a calling card to the owners of his

desired items.


Great traction


Utilize existing awareness in Lupin III, amplify

audiences and introduce Fiat in a likely

scenario while staying away from an obvious

case of advertising


And reaching diverse life situations…

On and off line


Product was promoted with other

related products as to dilute the

main advertising intent

Fashion | Apparel | Accessories | Lifestyle


Lots of media, influence

and coverage gained


Multichannel influence

TV commercial

OOH

PR

Real activation

Social media Story


Results


A story of transformation


Celebrities and events

were just not working for

the brand


Time-series analytics of

social media

Web analytics/blog posting

analytics

1

2

1 2 34

Comment increase

quantity

My mixi increase

quantityPV Mixi’s PV web1’s PV

Number of

recommendations

Event

reportSales

information

for January

Happy

New Year!Happy New

Year!

Event

report

Sales

information

for January

Direct social influence used to bring short-

lived interest to the brand and product


• Japanese comic book

• Created in 1967

• Follows escapades of

Master thieve Arsene

Lupin 3

This guy turned the tide


(3) 1/14～1/25

(2) 12/29～1/5

Social Influence increased over time in

a sustained way that kept growing


And perception changed


Approximately 65% of women

in the 20-30 year-old age

bracket gave a positive

review in social media

Female x Age

(aggregated)(1) (2) (3) (4) Total

(1) Under 20 1.1% 10.7% 47.2% 41.0% 100.0%

(2) 21to 29 1.7% 13.3% 52.8% 32.2% 100.0%

(3) 30 to 39 2.6% 10.1% 53.0% 34.3% 100.0%

(4) 40 to 49 0.5% 9.1% 46.7% 43.7% 100.0%

And new discoveries

where made


And perception changed

With meaningful data

collection


With meaningful data

collection

That keeps helping the

brand sell up to this day


Takeaways

Web analytics is the start and end of

everything we do

Think outside the usual patterns

Challenge the big ideas until you

bring them down with “small” ideas


http://777interactive.jp/archives/awards/2010/lupin/e/


Thank You

web analytics wednesday singapore - adrian roche

Marketing