Filip Lauwere's presentation at the IgnitionOne European Automotive Summit 2014

1. P r o p r i e t a r y & C o n f i d e n t i a l
SEARCH SOLUTIONS
1
FILIP
LAUWERES
DIGITAL STORY
TELLING
JUNE 5TH 2014

2. P r o p r i e t a r y & C o n f i d e n t i a l
WHAT DO WE WANT AS A
MARKETEER?

3. P r o p r i e t a r y & C o n f i d e n t i a l
33
PAID SEARCH
AD SERVERS:
RICH MEDIA / DYNAMIC CREATIVE:
VERIFICATION:
DSPs: AD NETWORKS:
VIDEO:
VERTICAL:
TARGETED
NETWORKS / AMPS:
PERFORMANCE:
DISPLAY ONSITE
SOCIAL
MOBILE
AD EXCHANGES:
ATTRIBUTION &
ANALYTICS
TAG
MANAGEMENT
DATA
MANAGEMENT
PLATFORMS
DATA
AGGREGATORS
DATA SUPPLIERS
EMAIL
MANAGEMENT
PLATFORMS
AFFILIATES
SSPs:
WE KNOW WHAT WE GET
MARKETER AUDIENCE

4. P r o p r i e t a r y & C o n f i d e n t i a l
BUT WHAT DO WE WANT?

5. P r o p r i e t a r y & C o n f i d e n t i a l
DO WE WANT TO ENGAGE

6. P r o p r i e t a r y & C o n f i d e n t i a l
CREATE AWARENESS

7. P r o p r i e t a r y & C o n f i d e n t i a l
DESIRE

8. P r o p r i e t a r y & C o n f i d e n t i a l
CONVERSION

9. P r o p r i e t a r y & C o n f i d e n t i a l
WHAT ABOUT TELLING A DIGITAL
STORY?

10. P r o p r i e t a r y & C o n f i d e n t i a l
Hub
The platform
• Cross silo
• Programmatic
• Engagement method
agnostic
• DMP as central hub
• Knowns – un-knowns
• Digital Story Telling
• Journey builder
Egagement
layers
Email
Knowns
Anonymou
s
Phone
Search
Social
True Data
Management
Displa
y
Websit
e
Offer
Forms
Chat
DIGITAL STORY TELLING PLATFORM
Jouney
builder

11. P r o p r i e t a r y & C o n f i d e n t i a l
WHAT WHITESPACE IS FILLED
DIGITAL STORY 1.0
Silo’s like E-mail
CRM integration -
knowns
Life cycle marketing
Business rules
Analytics
Advanced scoring
Bridging silo’s
Digital DNA - unknowns
Data Management
Platform
Insights
DIGITAL STORY 2.0 ACCELERATING
ELEMENTS
Retargeting
Jouney builders
CPA knowhow
Advanced automation :
RTB, DCT, SPOT, …
Attribution reports, media
mix

12. P r o p r i e t a r y & C o n f i d e n t i a l
BUILDING BLOCKS FOR DIGITAL
STORY TELLING
“ Good marketers tell a story ”
– Seth Godin

13. P r o p r i e t a r y & C o n f i d e n t i a l
THE BUILDING BLOCKS
13

14. P r o p r i e t a r y & C o n f i d e n t i a l
14
43% Product A
30% Product B
27% Product C
Your Website Audience Analyze Visitor Interests to
Build Engagement Scoring & Profiles
MIN. SPENT ON-SITE
CLICKPATH VALUE
HOURS BETWEEN VISIT
KEYWORDS SEARCHED
NEW VISTOR OF SITE
SITE CATEGORIES VISITED
REFERRING URL
266SCOR
E
348SCOR
E
450SCOR
E
240SCOR
E
850SCOR
E
350SCOR
E
298SCOR
E
740SCOR
E
850SCORE
USER AT THE HEART OF DIGITAL
STRATEGY

15. P r o p r i e t a r y & C o n f i d e n t i a l
360° view
DMP CRM
Digital DNA
Online media consumption
Click journey
Engagement scoring
Firmographics
Campaign responses
Demographics
CONVERSION
FORM
SEGMENTATION
APPROACH
DATABASE
PHILOSOPHY
ENGAGEMENT
METHOD
Cross media channel Cross sales channel
CHAT
EMAIL
PHONE
DISPLAY
SEARCH
SOCIAL
KNOWNSKNOWNS
UNKNOWNS

16. P r o p r i e t a r y & C o n f i d e n t i a l
16
http://mat.ignitionone.com/form_metrics/?x=2223610119
THE SIMPLE CASE OF A FORM

17. P r o p r i e t a r y & C o n f i d e n t i a l
THANK
YOU
17
Filip Lauweres
www.ignitionone.com
www.digitalmarketingsuite.com
Filip.lauweres@ignitionone.co
m