eCRM: How to build strong customer relations with Re(al-time)Marketing

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eCRM presentation @Semetis event of 23-Nov-12: How to build strong one2one relations with Client Remarketing Management? How to build strong customer relations with Re(al-time)Marketing?

Tecnologia

Re(al-time)marketing

Nicolas Dussart
November 23, 2012

Google Confidential and Proprietary 1

Who is talking to you

Google Confidential and Proprietary 2

Agenda

A move toward audience data

a new ecosystem

CRM meets Advertising

Best practices

Google Confidential and Proprietary 3

A move toward audience

Google Confidential and Proprietary 5

Consumers attention is limited
Shoppers have so many choices & access to information anytime, anywhere

Google Confidential and Proprietary

Key to success is knowing your consumers
Gather “clues” about your consumer as they shop

Who are they?
Christmas Dinner Host

What products
interest them?
Christmas Decor
What specific products
are they considering?
Star Candle Holder
What other categories are
they shopping for?
Holiday Gifts

Google Confidential and Proprietary

A new ecosystem
Disruption – Intermediation – Reaction - Consolidation

Google Confidential and Proprietary 8

A new currency

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1001111001111111100110011111111111001111111100110011
1001111100111111001111001111111111001111111001111001
1001111110011111001111001111111111001111111001111001
1001111110011111000000001111111111001111111000000001
1001111100111111001111001111111111001111111001111001
1001111001111111001111001111111111001111111001111001
1000000011111111001111001111111111001111111001111001
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1111111111111111111111111111111111111111111111111111

Google Confidential and Proprietary 9

An intermediated ecosystem

Solution approach: integrate the value chain
Google Confidential and Proprietary 1

An intermediated ecosystem

Platform approach: open APIs and transparency
Google Confidential and Proprietary 1

A tribute to Clayton

Remarketing is a live disruption
Google Confidential and Proprietary 1

CRM meets Advertising

Google Confidential and Proprietary 13

Online PRM: Recommendation engine

Source : amazon.com, la Google Confidential and Proprietary 1

From product recommendation
to advertising

Google Confidential and Proprietary 1

Your + Our data / Search + Display

Dynamic Product
Remarketing Listing Ads

Google
Product Search Dynamic Text
Search

Google
Commerce
Search
Conversion
Optimizer

Google
Catalogs Dynamic Ad
Builder

Google Confidential and Proprietary

CRM before disruption

Google Confidential and Proprietary 1

2012: The year of refinement

RetainIncrease Sales Lower CPAs

Increase Consumer
Audience Base

Increase Customer Lifetime
Value Increase Profits

Holistic View of
Acquire
Marketing Strategy

Google Confidential and Proprietary

Buying Funnel

Interact with customers in real time
Audience volume

Head Torso Tail

New clients Visitors Buyers

Awareness - Consideration – Conversion – Loyalty - Advocacy

Display Search RMKT CRM Social

20
Google Confidential and Proprietary

Best practices
from mad men to math men

Google Confidential and Proprietary 21

Choose your scénario

Churn reduction and Raise in lifetime value Maximum Reach via and better ROI with dyn ads rmkt

increase in basket value with dyn rmkt Keyword targeting and dynamic text ads

Google Confidential and Proprietary 22

Assembling the Lego bricks:

Technologie
 RTB : can you optimize for conversions ?
 Leverage your SEA : can you target at the
Keyword level ?
 Do you have to support extra costs ? (Tag,
entry cost, use costs)

Drive
 CPM, CPC, CPA : what is your metric ?
 business or ad centric ? (ROI, COS, ROAS..)
 Frequency capping available ?

Measure
 Attribution : can you deduplicate at a higher
level ?
 Do you have an audience composition report
?
 Publisher side : do you know who displays
your ads ?
 Partner proof / API : is the solution scalable
?
Google Confidential and Proprietary

Q&A

Google Confidential and Proprietary 24

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