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數據-廣告決策的關鍵 20160906
- 3. JWT Taipei Experience 動腦雜誌專欄作家 動腦講座專任講師 雅虎、統一、中華電信、聯合報、工業銀行等企業內部訓練講師 學學文創講師、微軟數位行銷講堂講師、行動行銷講師 資策會教研所講師、Startup Lab Taiwan 導師 2014 Startup Marathon 評審 Mobile Monday Taipei 策展人 資策會FIND Mobile First 召集人 Awards 金手指獎、 Yahoo! Asia Big Idea Chair、4A廣告獎 NEO Marketing Award、 SAVVI Award、ROI金投賞 Polo Wu 吳慶彬 Head of Digital JWT Taipei
- 4. Value Creator We create value for clients We create value for industry We create Value for society JWT
- 6. JWT Taipei 1. 體驗行銷 2. 用影像說話 3. 消費者不願等待，品牌需提供更有效率的服務 4. 透過手機創造更多可能性 5. 客製化行銷 6. 大數據時代 7. 追求高效率時，品牌開始回歸人性 8. 結合傳統和新意，打造獨一無二的創意 9. 民眾更相信真實 10.品牌傳遞正向思考
- 7. JWT Taipei OUR DIGITAL SERVICE SCOPE IN THE PAST Digital Campaign Social Campaign KOL Marketing
- 8. JWT Taipei Media Agency Focus on JWT Focus on Clients Focus on
- 9. JWT Taipei OUR DIGITAL SERVICE SCOPE IN THE FUTURE Social Listening & Responding Analytics Content Marketing Digital Advertising Social CRM eDM Marketing User Experience Design Data Driven Marketing Marketing Automation UI/UX Design
- 11. JWT Taipei Understand Consumers Is “An Investment” In The Future Which Helps Sell More ” ”
- 12. Unknown Visitor ➔ Geolocation; Taiwan ➔ First time visitor ➔ Membership status: No ➔ Referring URL: (Google) ➔ Referring search term: (3C ) ➔ Operating System: Mac OS X ➔ Browser: Safari
- 13. Personalization
- 14. ➔ David.wu@google.com ➔ 35 years old ➔ Male ➔ Married, two kids ➔ Member ➔ AppleDaily mobile App reader ➔ Charitable cause enthusiast ➔ iPad, desktop user ➔ Blogger ➔ 1 of 290,000 Facebook fans David ➔ Geolocation; Taoyuan, Taiwan ➔ First time visitor ➔ Membership status: Not an policy holder ➔ Referring URL: (Google) ➔ Referring search term: (3C ) ➔ Operating System: Mac OS X ➔ Browser: Safari
- 16. ‹#›
- 19. JWT Taipei
- 22. JWT Taipei Data Driven Marketing Marketing Automation Precision Marketing
- 24. ‹#› Precision Marketing : Maximize consumer engagement and minimize waste by (using data to) always delivering the right content, offers and experiences to the right consumer through the most relevant channels at the right point in time. -Coca-Cola
- 26. JWT Taipei BIG DATA MARKETING Category Know-How Technology Capability
- 28. 9 8
- 30. 30 Digital Marketing Change YouTube YouTube Twitter • Digital Eco-System 品牌
- 32. JWT Taipei NOW
- 33. JWT Taipei
- 34. JWT Taipei
- 36. We believe advertising needs to stop interrupting what people are interested in and be what people are interested in.
- 39. …
- 41. ‹#› Precision Marketing : Maximize consumer engagement and minimize waste by (using data to) always delivering the right content, offers and experiences to the right consumer through the most relevant channels at the right point in time. -Coca-Cola
- 44. JWT Taipei
- 45. Marketer can manage all creative campaign elements, and deploy them in messaging across channels. Marketing Activity Campaign Experience Manager
- 46. 46 Marketing Activity Welcome Program Marketing Activity Marketer Goal: Introduction, Profile, and Conversion
- 47. Marketer can visualize and take action on all campaign interactions logged inAnalytics. Marketing Activity Campaign Analytics
- 48. Marketing Activity Campaign Analytics Web analytics and campaign data are exposed inAnalytics for the unified measurement of a remarketing campaign's effectiveness
- 49. 49 Marketing Activity Marketing Activity Abandon Cart Remarketing Goal: Recover cart abandoners
- 50. Through a combination of cross- channel marketing incentives and personalized experiences, Customer now purchases. Customer receives an order confirmation almost instantly- with related upsells. Customer Journey
- 51. Marketing Activity Marketing Activity Post-Purchase Cross-Sell Goal: Confirm Order & Cross-Sell Related Product
- 52. JWT Taipei
- 53. JWT Taipei https://www.youtube.com/watch?v=R93poYhiufI The Gambler: Do You Know What Your Marketing Is Doing?
- 55. Traffic? Click?
- 56. CTR=0.01%
- 60. What does the click measure?
- 61. JWT Taipei 沒有數據，就沒有廣告 Banner Click-Through Rate (CTR) ? Banner Size CTR CTR
- 62. JWT Taipei
- 63. JWT Taipei http://www.moroch.com/blog/2012/05/why/ Going Digital or Big Data is not a strategy
- 65. JWT Taipei Google Analytics iBuzz Research FIND comScore Media Data JWT Dynamic Data Hub • • • • • • • • • • • 24/7 不間斷，搜集各種異質資料來源以及即時數據，並形成有用的建議，幫助客戶在 品 行銷策略及即時行銷判斷上，更能抓住商機 Real-Time BaseCampaign Base JWT Dynamic Data Hub
- 67. JWT DMP JWT SEGMENTATION & TARGETING Data Management Platform
- 69. JWT Taipei May the BIG DATA Force be with you! www.slideshare.net/polo0623