1. Do it better, do it with Data!
Summit 04/2017
Do it better, do it with Data!
Florent Diverchy, Omni-channel Marketing Consultant - Bisnode

2. WHY ARE YOU DOING MARKETING CAMPAIGNS?

3. To increase the Advertiser ROI
Why ?
To increase the Advertiser ROI

4. ROI = number of BASKET x x - years of ADVERTISER ROI COSTS ACTIVITY
CUSTOMERS
years of
ACTIVITY
Average yearly
BASKET
Marketing
COSTS
ROI = x x -

5. ROI = Earn more number of BASKET x x - Upsell Retention Recruitment
ADVERTISER ROI
Upsell
cross-sell
Retention
Recruitment
Increase
Increase
Increase
number of
CUSTOMERS
years of
ACTIVITY
Average yearly
BASKET
Marketing
COSTS
ROI = x x -
Earn more

6. ROI = Earn more Spend Less number of BASKET x x - Marketing
ADVERTISER ROI
Marketing
Optimization
Decrease
number of
CUSTOMERS
years of
ACTIVITY
Average yearly
BASKET
Marketing
COSTS
ROI = x x -
Earn more
Spend Less

7. Spend Less Marketing Optimization ADVERTISER ROI COSTS Decrease
Example: Client FMCG
Cost per Active Lead
Decrease
16€
Marketing
COSTS 6€
Spend Less 4€

8. Email as a way to Spend Less
ADVERTISER ROI
as a way to
Spend Less

9. (and yet still earning a lot)
ADVERTISER ROI
as a way to
Spend Less
(and yet still earning a lot)

10. The Challenge of Relevance
Do it better, do it with Data!
The Challenge of Relevance

11. AVERAGE CAMPAIGN RESULTS
Clickers
(6%)
Openers
(25%)
Clients
Clients

12. AVERAGE CAMPAIGN RESULTS
Openers
(15%)
Clickers
(2,25%)
Clickers
(6%)
Openers
(25%)
Clients
Prospects
Clients
Prospects

13. AVERAGE CAMPAIGN RESULTS
Openers
(15%)
Clickers
(2,25%)
Clickers
(6%)
Clickers
(1%)
Openers
(25%)
Clients
Prospects
Display
Clients
Prospects
Facebook

14. AVERAGE CAMPAIGN RESULTS
Global efficiency
between 1 and 6%
WE NEED TO DO BETTER

15. AVERAGE CAMPAIGN RESULTS
Global efficiency
between 1 and 6%
WE NEED TO DO BETTER
WE NEED RELEVANCE

16. WITH RELEVANCE
Clients
6% %

17. WITH RELEVANCE
Clients
Prospects
6% %
2,25% %

18. WITH RELEVANCE
Clients
Prospects
Facebook
6% %
2,25% %
1% %

19. 6% 10% 2,25% 4% 1% 5% WITH RELEVANCE CPC/1.6 CPC/1.8 CPC/5 Clients
Prospects
Facebook
6% %
2,25% %
1% %
CPC/1.6
CPC/1.8
CPC/5

20. THANKS TO BEST PRACTICES THAT INCREASE RELEVANCE
WITH RELEVANCE
Clients
Prospects
Facebook
6% %
2,25% %
1% %
CPC/1.6
CPC/1.8
CPC/5
THANKS TO BEST PRACTICES
THAT INCREASE RELEVANCE

21. Do it better, do it with Data!
Best Practices: DATA

22. DATA USAGE IN
Data
Digital
Campaign
start
Campaign
end
Time

23. 1. Targeting Data Digital
DATA USAGE IN
Data
Digital
Campaign
start
Campaign
end 1
Time

24. 1. Targeting 2. Reporting Data Digital
DATA USAGE IN
2. Reporting
Data
Digital
Campaign
start
Campaign
end 1 2
Time

25. 1. Targeting 2. Reporting 3. Adaptation Data Digital
DATA USAGE IN
2. Reporting
3. Adaptation
Data
Digital
Campaign
start
Campaign
end 1 3 2
Time

26. 1. Targeting 2. Reporting 3. Adaptation 4. Go / No-go Data Digital
DATA USAGE IN
2. Reporting
3. Adaptation
4. Go / No-go
Data
Digital
Campaign
start
Campaign
end 4 1 3 2
Time

27. 1. Targeting
2. Reporting
3. Adaptation
Data
Digital
4. Go / No-go

28. Persona 1. Targeting 2. Reporting 3. Adaptation 4. Go / No-go Woman
60+
New client
Likes being warm
Clicks on Promos
Persona

29. Psychographic Persona
1. Targeting
1. Targeting
Woman
60+
New client
Likes being warm
Clicks on Promos
2. Reporting
3. Adaptation
4. Go / No-go
Likes to feel different
Finds your product elegant
Doesn’t want to look old
Follows recommendations
Likes the quality of your product
Wants to be comfortable
Psychographic Persona

30. Business Intelligence Targeting
2. Reporting
3. Adaptation
Woman
0,712
4. Go / No-go
0,413
-0,062
1 kid
0,221
-0,017
0,823
32 yo
0,912 …
-0,231

31. 1. Targeting
2. Reporting
Data
3. Adaptation
Digital
4. Go / No-go

32. BENCHMARKING 1. Targeting 2. Reporting 3. Adaptation 4. Go / No-go
Prospection s
15% Open
15% Click on Open
2,25% CTR
2. Reporting
3. Adaptation
4. Go / No-go
Client s
25% Open
25% Click on Open
5,63% CTR
Facebook Ad
1,00% CTR
0,10% Reshare

33. BENCHMARKING 1. Targeting 2. Reporting 3. Adaptation 4. Go / No-go
Prospection s
15% Open
15% Click on Open
2,25% CTR
2. Reporting
Men open more (17% vs 14%),
Women click more (17% vs 13%)
3. Adaptation
NL open more than FR (17% vs 13%)
4. Go / No-go
Client s
Age has a huge impact on Open Rate
25% Open
25% Click on Open
5,63% CTR
18-29: 8,5%
30-49: 15,0%
50+: 22,5%
Age has also an impact on Click Rate
Facebook Ad
18-44: 11%
45+: 16%
1,00% CTR
0,10% Reshare

34. 1. Targeting Data 2. Reporting Digital 3. Adaptation 4. Go / No-go
Received
4. Go / No-go
Opened
Clicked
Opted-In
Bought
Click

35. 1. Targeting Data 2. Reporting Digital 3. Adaptation 4. Go / No-go
Should I send a mail to make second-time buyers buy a third time?
4. Go / No-go

36. 1. Targeting Data 2. Reporting Digital 3. Adaptation 4. Go / No-go
Should I send a mail to make second-time buyers buy a third time?
4. Go / No-go
Bitmap Activity of the last 3 buying periods
85%
61€
62€
000
001
011
111
15%
100
010
101
110

37. 1. Targeting Data 2. Reporting Digital 3. Adaptation 4. Go / No-go
Should I send a mail to make second-time buyers buy a third time?
4. Go / No-go
Bitmap Activity of the last 3 buying periods
85%
61€
62€
Most Frequent Reasons
to Stop Purchasing
000
001
011
111
15%
1. Too many s
100
010
101
110
2. Too expensive
3. Sending Costs

38. 1. Targeting Data 2. Reporting Digital 3. Adaptation 4. Go / No-go
Should I send a mail to make second-time buyers buy a third time?
4. Go / No-go
Bitmap Activity of the last 3 buying periods
85%
61€
62€
Most Frequent Reasons
to Stop Purchasing
000
001
011
111
15%
1. Too many s
100
010
101
110
2. Too expensive
3. Sending Costs

39. Data is key for Strategy
Without Data
With Data DO
MEASURE
MANAGE DATA
INTERPRET DO
OPTIMIZE

40. WHICH TYPE OF DATA ? Geographical Intentions Family Consumer Journey
Sociodemographics
Close Loop Data
Consumer data
Online Behavior
Lifestyle
Social Behavior
Psychographic Data
Localisation Data

41. WHICH TYPE OF DATA ? Geographical Intentions Family Consumer Journey
Your CRM
Via you registration form
Sociodemographics
Close Loop Data
Your Campaigner
Shopping data
Online Behavior
By tagging your site
Lifestyle
Social Behavior
Your Facebook Business Manager
Psychographic Data
Localisation Data

42. Best Practices: Omni-channel
Do it better, do it with Data!
Best Practices: Omni-channel

43. An omni-channel SETUP Email Open No Click Click Remail Good Reactions

44. Traditional Bannering
Website Visit
Banner Retargeting
An omni-channel SETUP x3
Traditional Bannering
Open
No Click
Click R
Good Reactions
Open
Click

45. x3 x3 An omni-channel SETUP Email Open No Click Click Remail
Website Visit
Banner Retargeting
An omni-channel SETUP x3
Traditional Bannering
Open
Facebook Ads
Extra targeting
No Click
Click
Facebook Custom Audience
Custom Audience
Look-a-like x3 R
Good Reactions
x18
Open
Facebook Ads Retargeting
Traditional Facebook Ads
Click

46. Permesso
Turbo

47. CPC / 5
CPL / 2
Facebook
1% %

48. Cross-channel

49. Cross-channel

50. Cross-channel

51. Do it better, do it with data!
Take away

52. Do it better, do it with data!
Take away
Focus on ROI

53. Do it better, do it with data!
Take away
Focus on ROI
Use to Spend Less

54. Do it better, do it with data!
Take away
Focus on ROI
Use to Spend Less
Always be Relevant

55. Do it better, do it with data!
Take away
Focus on ROI
Use to Spend Less
Always be Relevant
Use Data everywhere

56. Do it better, do it with data!
Take away
Focus on ROI
Use to Spend Less
Always be Relevant
Use Data everywhere
Make your Channels work together

57. Thanks for your attention!
Summit
Thanks for your attention!
FLORENT DIVERCHY
Omni-channel Marketing Consultant
@thefrenchflo
Let’s Connect
Questions?