Enviar pesquisa
Carregar
ICON_IMJ conference2012 chapter2_マーケティング投資配分最適化
•
1 gostou
•
612 visualizações
IMJ Corporation
Seguir
Denunciar
Compartilhar
Denunciar
Compartilhar
1 de 30
Recomendados
The science behind the art of marketing
The science behind the art of marketing
The House of Marketing
How innovative marketers deliver results (an IBM Webinar)
How innovative marketers deliver results (an IBM Webinar)
Mayer Becker
Accenture selling-more-with-mobile-solutions
Accenture selling-more-with-mobile-solutions
Tony Smith
No Such Thing As Social Products
No Such Thing As Social Products
Jon Gatrell
What is your product's social strategy?
What is your product's social strategy?
Jon Gatrell
Master MSC thesis presentation cristina_nazaremartins_19nov2010_eng version
Master MSC thesis presentation cristina_nazaremartins_19nov2010_eng version
Cristina Nazare Martins
ThinkVine Boosting Media Value
ThinkVine Boosting Media Value
Datalicious
"Social Media and IT - What IT Needs to Know" - Lotusphere 2012
"Social Media and IT - What IT Needs to Know" - Lotusphere 2012
Mark Heid
Recomendados
The science behind the art of marketing
The science behind the art of marketing
The House of Marketing
How innovative marketers deliver results (an IBM Webinar)
How innovative marketers deliver results (an IBM Webinar)
Mayer Becker
Accenture selling-more-with-mobile-solutions
Accenture selling-more-with-mobile-solutions
Tony Smith
No Such Thing As Social Products
No Such Thing As Social Products
Jon Gatrell
What is your product's social strategy?
What is your product's social strategy?
Jon Gatrell
Master MSC thesis presentation cristina_nazaremartins_19nov2010_eng version
Master MSC thesis presentation cristina_nazaremartins_19nov2010_eng version
Cristina Nazare Martins
ThinkVine Boosting Media Value
ThinkVine Boosting Media Value
Datalicious
"Social Media and IT - What IT Needs to Know" - Lotusphere 2012
"Social Media and IT - What IT Needs to Know" - Lotusphere 2012
Mark Heid
Bringing-foresight-to-marketing
Bringing-foresight-to-marketing
Digital Pymes
ADIT C
ADIT C
Rizalul D Pasundani
Roi calculation
Roi calculation
khibinite
the new enablement discipline, ken powell, adp
the new enablement discipline, ken powell, adp
Corporate Visions
Sales process in a buyer 2 world london
Sales process in a buyer 2 world london
Jurgen Heyman
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald ...
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald ...
B2B Marketing Forum
Aquent/AMA Webcast: How To Do More With Less: Exploring Decoupling Strategy a...
Aquent/AMA Webcast: How To Do More With Less: Exploring Decoupling Strategy a...
Aquent
The Changing Nature of Campaign Management
The Changing Nature of Campaign Management
ClickSquared
How to keep your Product Management sanity and perspective: John Milburn (Pra...
How to keep your Product Management sanity and perspective: John Milburn (Pra...
ProductCamp Toronto
E Book Building The Business Case For Marketing Automation
E Book Building The Business Case For Marketing Automation
eloquan
Smarter campaign management engaging customers at point of maximum impact
Smarter campaign management engaging customers at point of maximum impact
Holger Kyas
The Changing Marketing Software Landscape
The Changing Marketing Software Landscape
ClickSquared
Converting Inbound Lead Gen To Better Sales Performance Sept09.V2
Converting Inbound Lead Gen To Better Sales Performance Sept09.V2
Advanced Marketing Concepts Ltd
Padilla Beyond Clips Clicks And Hits 040110
Padilla Beyond Clips Clicks And Hits 040110
tonyjmorse
The Challenge of todays CMO
The Challenge of todays CMO
Ronald Velten
Sales Operations Prioritization Tool
Sales Operations Prioritization Tool
Demand Metric
Digital marketing challenges survey results
Digital marketing challenges survey results
target360 Integrated Marketing Automation and Sales CRM
SPR Companies presents social media for business leaders (and other grown ups)
SPR Companies presents social media for business leaders (and other grown ups)
Todd Nilson
The business case for an outsourced demand center
The business case for an outsourced demand center
Desouza and Associates Inc.
Powerpoint for r&r 2012
Powerpoint for r&r 2012
Overproof
Blogger mohd zulhafizzan asmali
Blogger mohd zulhafizzan asmali
piijanasmalie
Basic editing
Basic editing
andyjmchaffie
Mais conteúdo relacionado
Mais procurados
Bringing-foresight-to-marketing
Bringing-foresight-to-marketing
Digital Pymes
ADIT C
ADIT C
Rizalul D Pasundani
Roi calculation
Roi calculation
khibinite
the new enablement discipline, ken powell, adp
the new enablement discipline, ken powell, adp
Corporate Visions
Sales process in a buyer 2 world london
Sales process in a buyer 2 world london
Jurgen Heyman
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald ...
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald ...
B2B Marketing Forum
Aquent/AMA Webcast: How To Do More With Less: Exploring Decoupling Strategy a...
Aquent/AMA Webcast: How To Do More With Less: Exploring Decoupling Strategy a...
Aquent
The Changing Nature of Campaign Management
The Changing Nature of Campaign Management
ClickSquared
How to keep your Product Management sanity and perspective: John Milburn (Pra...
How to keep your Product Management sanity and perspective: John Milburn (Pra...
ProductCamp Toronto
E Book Building The Business Case For Marketing Automation
E Book Building The Business Case For Marketing Automation
eloquan
Smarter campaign management engaging customers at point of maximum impact
Smarter campaign management engaging customers at point of maximum impact
Holger Kyas
The Changing Marketing Software Landscape
The Changing Marketing Software Landscape
ClickSquared
Converting Inbound Lead Gen To Better Sales Performance Sept09.V2
Converting Inbound Lead Gen To Better Sales Performance Sept09.V2
Advanced Marketing Concepts Ltd
Padilla Beyond Clips Clicks And Hits 040110
Padilla Beyond Clips Clicks And Hits 040110
tonyjmorse
The Challenge of todays CMO
The Challenge of todays CMO
Ronald Velten
Sales Operations Prioritization Tool
Sales Operations Prioritization Tool
Demand Metric
Digital marketing challenges survey results
Digital marketing challenges survey results
target360 Integrated Marketing Automation and Sales CRM
SPR Companies presents social media for business leaders (and other grown ups)
SPR Companies presents social media for business leaders (and other grown ups)
Todd Nilson
The business case for an outsourced demand center
The business case for an outsourced demand center
Desouza and Associates Inc.
Mais procurados
(19)
Bringing-foresight-to-marketing
Bringing-foresight-to-marketing
ADIT C
ADIT C
Roi calculation
Roi calculation
the new enablement discipline, ken powell, adp
the new enablement discipline, ken powell, adp
Sales process in a buyer 2 world london
Sales process in a buyer 2 world london
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald ...
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald ...
Aquent/AMA Webcast: How To Do More With Less: Exploring Decoupling Strategy a...
Aquent/AMA Webcast: How To Do More With Less: Exploring Decoupling Strategy a...
The Changing Nature of Campaign Management
The Changing Nature of Campaign Management
How to keep your Product Management sanity and perspective: John Milburn (Pra...
How to keep your Product Management sanity and perspective: John Milburn (Pra...
E Book Building The Business Case For Marketing Automation
E Book Building The Business Case For Marketing Automation
Smarter campaign management engaging customers at point of maximum impact
Smarter campaign management engaging customers at point of maximum impact
The Changing Marketing Software Landscape
The Changing Marketing Software Landscape
Converting Inbound Lead Gen To Better Sales Performance Sept09.V2
Converting Inbound Lead Gen To Better Sales Performance Sept09.V2
Padilla Beyond Clips Clicks And Hits 040110
Padilla Beyond Clips Clicks And Hits 040110
The Challenge of todays CMO
The Challenge of todays CMO
Sales Operations Prioritization Tool
Sales Operations Prioritization Tool
Digital marketing challenges survey results
Digital marketing challenges survey results
SPR Companies presents social media for business leaders (and other grown ups)
SPR Companies presents social media for business leaders (and other grown ups)
The business case for an outsourced demand center
The business case for an outsourced demand center
Destaque
Powerpoint for r&r 2012
Powerpoint for r&r 2012
Overproof
Blogger mohd zulhafizzan asmali
Blogger mohd zulhafizzan asmali
piijanasmalie
Basic editing
Basic editing
andyjmchaffie
Imj conference2012 chapter2_マーケティング投資配分最適化_2
Imj conference2012 chapter2_マーケティング投資配分最適化_2
IMJ Corporation
Social network facebook
Social network facebook
piijanasmalie
20140128【imj】digital marketingdatabook2014(ガラケー、スマホ利用状況年間総集編)
20140128【imj】digital marketingdatabook2014(ガラケー、スマホ利用状況年間総集編)
IMJ Corporation
【IMJ】パネルディスカッション|デジタルマーケティングを推進する経営視点(I・CON2014)
【IMJ】パネルディスカッション|デジタルマーケティングを推進する経営視点(I・CON2014)
IMJ Corporation
【IMJ】パネルディスカッション|顧客ロイヤルティ施策とデータドリブンマーケティング(I・CON2014)
【IMJ】パネルディスカッション|顧客ロイヤルティ施策とデータドリブンマーケティング(I・CON2014)
IMJ Corporation
IMJG Seminar 「収益に結びつく顧客を見つけるNPSセミナー」
IMJG Seminar 「収益に結びつく顧客を見つけるNPSセミナー」
IMJ Corporation
UXD代表的10手法のご紹介 調査~仮説立案~設計~検証のアプローチ
UXD代表的10手法のご紹介 調査~仮説立案~設計~検証のアプローチ
IMJ Corporation
【IMJ】デジタルマーケティングを加速させるヒントがここに imj jelly cms 事例活用セミナー
【IMJ】デジタルマーケティングを加速させるヒントがここに imj jelly cms 事例活用セミナー
IMJ Corporation
デザイン思考ブートキャンプ「お財布プロジェクト(The wallet project)」ファシリテーションガイド(ワイワイ cafe コネクト ◆ 201...
デザイン思考ブートキャンプ「お財布プロジェクト(The wallet project)」ファシリテーションガイド(ワイワイ cafe コネクト ◆ 201...
IMJ Corporation
【IMJ】最新事例にみる顧客本位のweb設計「新たな体験価値を産む大規模サイト統合」(i・con2014)
【IMJ】最新事例にみる顧客本位のweb設計「新たな体験価値を産む大規模サイト統合」(i・con2014)
IMJ Corporation
顧客ロイヤルティを測る指標「NPS®」とIMJにおける取り組みのご紹介
顧客ロイヤルティを測る指標「NPS®」とIMJにおける取り組みのご紹介
IMJ Corporation
カスタマーエクスペリエンス2_IMJ久田
カスタマーエクスペリエンス2_IMJ久田
IMJ Corporation
【IMJ】Web業界とHCD
【IMJ】Web業界とHCD
IMJ Corporation
【IMJ】「Adobe Media Manager」を活用したプライベートDMP構築
【IMJ】「Adobe Media Manager」を活用したプライベートDMP構築
IMJ Corporation
集客ROI 最大化セミナー
集客ROI 最大化セミナー
IMJ Corporation
Destaque
(18)
Powerpoint for r&r 2012
Powerpoint for r&r 2012
Blogger mohd zulhafizzan asmali
Blogger mohd zulhafizzan asmali
Basic editing
Basic editing
Imj conference2012 chapter2_マーケティング投資配分最適化_2
Imj conference2012 chapter2_マーケティング投資配分最適化_2
Social network facebook
Social network facebook
20140128【imj】digital marketingdatabook2014(ガラケー、スマホ利用状況年間総集編)
20140128【imj】digital marketingdatabook2014(ガラケー、スマホ利用状況年間総集編)
【IMJ】パネルディスカッション|デジタルマーケティングを推進する経営視点(I・CON2014)
【IMJ】パネルディスカッション|デジタルマーケティングを推進する経営視点(I・CON2014)
【IMJ】パネルディスカッション|顧客ロイヤルティ施策とデータドリブンマーケティング(I・CON2014)
【IMJ】パネルディスカッション|顧客ロイヤルティ施策とデータドリブンマーケティング(I・CON2014)
IMJG Seminar 「収益に結びつく顧客を見つけるNPSセミナー」
IMJG Seminar 「収益に結びつく顧客を見つけるNPSセミナー」
UXD代表的10手法のご紹介 調査~仮説立案~設計~検証のアプローチ
UXD代表的10手法のご紹介 調査~仮説立案~設計~検証のアプローチ
【IMJ】デジタルマーケティングを加速させるヒントがここに imj jelly cms 事例活用セミナー
【IMJ】デジタルマーケティングを加速させるヒントがここに imj jelly cms 事例活用セミナー
デザイン思考ブートキャンプ「お財布プロジェクト(The wallet project)」ファシリテーションガイド(ワイワイ cafe コネクト ◆ 201...
デザイン思考ブートキャンプ「お財布プロジェクト(The wallet project)」ファシリテーションガイド(ワイワイ cafe コネクト ◆ 201...
【IMJ】最新事例にみる顧客本位のweb設計「新たな体験価値を産む大規模サイト統合」(i・con2014)
【IMJ】最新事例にみる顧客本位のweb設計「新たな体験価値を産む大規模サイト統合」(i・con2014)
顧客ロイヤルティを測る指標「NPS®」とIMJにおける取り組みのご紹介
顧客ロイヤルティを測る指標「NPS®」とIMJにおける取り組みのご紹介
カスタマーエクスペリエンス2_IMJ久田
カスタマーエクスペリエンス2_IMJ久田
【IMJ】Web業界とHCD
【IMJ】Web業界とHCD
【IMJ】「Adobe Media Manager」を活用したプライベートDMP構築
【IMJ】「Adobe Media Manager」を活用したプライベートDMP構築
集客ROI 最大化セミナー
集客ROI 最大化セミナー
Semelhante a ICON_IMJ conference2012 chapter2_マーケティング投資配分最適化
Musigmasadlerfeb2012
Musigmasadlerfeb2012
George Sadler
Data Driven IMC English Ver
Data Driven IMC English Ver
FICC inc.
Marketing Operations: Hot New Playground for Project Managers
Marketing Operations: Hot New Playground for Project Managers
ClearAction Continuum
Optimizing the Pipeline With Sales-Ready Lead
Optimizing the Pipeline With Sales-Ready Lead
Direct Marketing Partners
The state of marketing 2012 ibm's global survey of marketers final
The state of marketing 2012 ibm's global survey of marketers final
Chris Wright
Marketing Operations: Hot New Playground for Project Managers
Marketing Operations: Hot New Playground for Project Managers
ClearAction
2.Marketing, Marketing management and Engineering
2.Marketing, Marketing management and Engineering
German Jordanian University
IBM Use Case for SugarCRM
IBM Use Case for SugarCRM
Nicholas Philliou
Sig Digital Media Roi Final
Sig Digital Media Roi Final
jasonsisler
Branding Marketing Sales Solution Using 1 K E Y
Branding Marketing Sales Solution Using 1 K E Y
Sanjay Mehta
Marketing automation software or strategy webinar
Marketing automation software or strategy webinar
Marketo
5 things startup marketers can teach big companies
5 things startup marketers can teach big companies
April Dunford
Social Analytics - Putting the Science into Social Business
Social Analytics - Putting the Science into Social Business
Mark Heid
The BrainYard Webcast - Social Business & Social Analytics - 3/1/12
The BrainYard Webcast - Social Business & Social Analytics - 3/1/12
Mark Heid
Mind the Gap 2: Marketing Operations in Age of Disruption
Mind the Gap 2: Marketing Operations in Age of Disruption
Aprimo
Thoughts On Integrated Marketing
Thoughts On Integrated Marketing
mktg2ndopinion
When buzz words collide: what happens with Big Data meets Omnichannel Marketing
When buzz words collide: what happens with Big Data meets Omnichannel Marketing
ThinkVine
Media mix modeling with social media roi bla
Media mix modeling with social media roi bla
BLA101
Eloqua_RPM_Re-Engineering_the_Revenue_Cycle
Eloqua_RPM_Re-Engineering_the_Revenue_Cycle
eloquan
How to Prove Marketing ROI: Overcoming Digital Marketing Challenges
How to Prove Marketing ROI: Overcoming Digital Marketing Challenges
Mediacurrent
Semelhante a ICON_IMJ conference2012 chapter2_マーケティング投資配分最適化
(20)
Musigmasadlerfeb2012
Musigmasadlerfeb2012
Data Driven IMC English Ver
Data Driven IMC English Ver
Marketing Operations: Hot New Playground for Project Managers
Marketing Operations: Hot New Playground for Project Managers
Optimizing the Pipeline With Sales-Ready Lead
Optimizing the Pipeline With Sales-Ready Lead
The state of marketing 2012 ibm's global survey of marketers final
The state of marketing 2012 ibm's global survey of marketers final
Marketing Operations: Hot New Playground for Project Managers
Marketing Operations: Hot New Playground for Project Managers
2.Marketing, Marketing management and Engineering
2.Marketing, Marketing management and Engineering
IBM Use Case for SugarCRM
IBM Use Case for SugarCRM
Sig Digital Media Roi Final
Sig Digital Media Roi Final
Branding Marketing Sales Solution Using 1 K E Y
Branding Marketing Sales Solution Using 1 K E Y
Marketing automation software or strategy webinar
Marketing automation software or strategy webinar
5 things startup marketers can teach big companies
5 things startup marketers can teach big companies
Social Analytics - Putting the Science into Social Business
Social Analytics - Putting the Science into Social Business
The BrainYard Webcast - Social Business & Social Analytics - 3/1/12
The BrainYard Webcast - Social Business & Social Analytics - 3/1/12
Mind the Gap 2: Marketing Operations in Age of Disruption
Mind the Gap 2: Marketing Operations in Age of Disruption
Thoughts On Integrated Marketing
Thoughts On Integrated Marketing
When buzz words collide: what happens with Big Data meets Omnichannel Marketing
When buzz words collide: what happens with Big Data meets Omnichannel Marketing
Media mix modeling with social media roi bla
Media mix modeling with social media roi bla
Eloqua_RPM_Re-Engineering_the_Revenue_Cycle
Eloqua_RPM_Re-Engineering_the_Revenue_Cycle
How to Prove Marketing ROI: Overcoming Digital Marketing Challenges
How to Prove Marketing ROI: Overcoming Digital Marketing Challenges
Mais de IMJ Corporation
NPSとHCDを組み合わせた顧客体験分析の取り組み
NPSとHCDを組み合わせた顧客体験分析の取り組み
IMJ Corporation
データドリブンセッション2_IMJ山本
データドリブンセッション2_IMJ山本
IMJ Corporation
Icon2015開会宣言 imj竹内 加藤
Icon2015開会宣言 imj竹内 加藤
IMJ Corporation
【IMJ】知ればできる!スマートフォンSEO対策セミナー 第2部 (2015.7.8)
【IMJ】知ればできる!スマートフォンSEO対策セミナー 第2部 (2015.7.8)
IMJ Corporation
【IMJ】スマートフォンSEO対策セミナー 第1部 (2015.7.8)
【IMJ】スマートフォンSEO対策セミナー 第1部 (2015.7.8)
IMJ Corporation
【IMJ】自社のデジタルマーケティング課題を”可視化”、明日からのアクションがわかる!セミナー(2015.6.24)
【IMJ】自社のデジタルマーケティング課題を”可視化”、明日からのアクションがわかる!セミナー(2015.6.24)
IMJ Corporation
【IMJ】やり尽くし感を打開する新アプローチ『サービスデザイン』を体感ーサービスデザインワークショップ (2015.02.19)
【IMJ】やり尽くし感を打開する新アプローチ『サービスデザイン』を体感ーサービスデザインワークショップ (2015.02.19)
IMJ Corporation
【IMJ】成果が出る企業のデジタルマーケティング戦略&戦術セミナー(2015.01.29)
【IMJ】成果が出る企業のデジタルマーケティング戦略&戦術セミナー(2015.01.29)
IMJ Corporation
【IMJ】失敗するデジタルマーケティング戦略、その原因&成功のカギとは?
【IMJ】失敗するデジタルマーケティング戦略、その原因&成功のカギとは?
IMJ Corporation
最新事例にみるサービスデザインという新潮流(I・CON2014)
最新事例にみるサービスデザインという新潮流(I・CON2014)
IMJ Corporation
【IMJ】オウンドメディアマーケティングの現在と未来 江端浩人(I・CON2014)
【IMJ】オウンドメディアマーケティングの現在と未来 江端浩人(I・CON2014)
IMJ Corporation
【IMJ】デジタルマーケティング基盤を駆使して『利益を産むサイト』adobe.com(I・CON2014)
【IMJ】デジタルマーケティング基盤を駆使して『利益を産むサイト』adobe.com(I・CON2014)
IMJ Corporation
Icon imj conference2013 closing imjの挑戦
Icon imj conference2013 closing imjの挑戦
IMJ Corporation
Icon imj conference2013 session1 リアルタイムでの意思決定によるマーケティング最適化
Icon imj conference2013 session1 リアルタイムでの意思決定によるマーケティング最適化
IMJ Corporation
「プロジェクト事例に学ぶ、マーケティング視点でのwebサイト構築・運
「プロジェクト事例に学ぶ、マーケティング視点でのwebサイト構築・運
IMJ Corporation
「2013年以降、webを取り巻く環境変化と企業の課題」
「2013年以降、webを取り巻く環境変化と企業の課題」
IMJ Corporation
IMJG Seminar 「収益に結びつく顧客を見つけるNPSセミナー」
IMJG Seminar 「収益に結びつく顧客を見つけるNPSセミナー」
IMJ Corporation
「SEOプラットフォーム『MTL KEYWORDS』」 ~順位チェックに留まらない、PDCAの高速実践~
「SEOプラットフォーム『MTL KEYWORDS』」 ~順位チェックに留まらない、PDCAの高速実践~
IMJ Corporation
Mais de IMJ Corporation
(18)
NPSとHCDを組み合わせた顧客体験分析の取り組み
NPSとHCDを組み合わせた顧客体験分析の取り組み
データドリブンセッション2_IMJ山本
データドリブンセッション2_IMJ山本
Icon2015開会宣言 imj竹内 加藤
Icon2015開会宣言 imj竹内 加藤
【IMJ】知ればできる!スマートフォンSEO対策セミナー 第2部 (2015.7.8)
【IMJ】知ればできる!スマートフォンSEO対策セミナー 第2部 (2015.7.8)
【IMJ】スマートフォンSEO対策セミナー 第1部 (2015.7.8)
【IMJ】スマートフォンSEO対策セミナー 第1部 (2015.7.8)
【IMJ】自社のデジタルマーケティング課題を”可視化”、明日からのアクションがわかる!セミナー(2015.6.24)
【IMJ】自社のデジタルマーケティング課題を”可視化”、明日からのアクションがわかる!セミナー(2015.6.24)
【IMJ】やり尽くし感を打開する新アプローチ『サービスデザイン』を体感ーサービスデザインワークショップ (2015.02.19)
【IMJ】やり尽くし感を打開する新アプローチ『サービスデザイン』を体感ーサービスデザインワークショップ (2015.02.19)
【IMJ】成果が出る企業のデジタルマーケティング戦略&戦術セミナー(2015.01.29)
【IMJ】成果が出る企業のデジタルマーケティング戦略&戦術セミナー(2015.01.29)
【IMJ】失敗するデジタルマーケティング戦略、その原因&成功のカギとは?
【IMJ】失敗するデジタルマーケティング戦略、その原因&成功のカギとは?
最新事例にみるサービスデザインという新潮流(I・CON2014)
最新事例にみるサービスデザインという新潮流(I・CON2014)
【IMJ】オウンドメディアマーケティングの現在と未来 江端浩人(I・CON2014)
【IMJ】オウンドメディアマーケティングの現在と未来 江端浩人(I・CON2014)
【IMJ】デジタルマーケティング基盤を駆使して『利益を産むサイト』adobe.com(I・CON2014)
【IMJ】デジタルマーケティング基盤を駆使して『利益を産むサイト』adobe.com(I・CON2014)
Icon imj conference2013 closing imjの挑戦
Icon imj conference2013 closing imjの挑戦
Icon imj conference2013 session1 リアルタイムでの意思決定によるマーケティング最適化
Icon imj conference2013 session1 リアルタイムでの意思決定によるマーケティング最適化
「プロジェクト事例に学ぶ、マーケティング視点でのwebサイト構築・運
「プロジェクト事例に学ぶ、マーケティング視点でのwebサイト構築・運
「2013年以降、webを取り巻く環境変化と企業の課題」
「2013年以降、webを取り巻く環境変化と企業の課題」
IMJG Seminar 「収益に結びつく顧客を見つけるNPSセミナー」
IMJG Seminar 「収益に結びつく顧客を見つけるNPSセミナー」
「SEOプラットフォーム『MTL KEYWORDS』」 ~順位チェックに留まらない、PDCAの高速実践~
「SEOプラットフォーム『MTL KEYWORDS』」 ~順位チェックに留まらない、PDCAの高速実践~
ICON_IMJ conference2012 chapter2_マーケティング投資配分最適化
1.
b
1
2.
予測される複雑性のレベルと対処への準備 不確実性の高い市場やより複雑になっていく生活者行動に
対して準備不足である。 IBM Global CMO Study 2011より Copyright © IMJ Corporation. All Rights Reserved. 2
3.
準備不足を意識しているCMOの割合
IBM Global CMO Study 2011より Copyright © IMJ Corporation. All Rights Reserved. 3
4.
準備不足を意識しているCMOの割合 日々複雑化する市場の中で、効果的・効率的なマーケティン
グ活動を行い、企業価値を向上させるには? マーケティン 生活者属性 グ投資配分 とメディアや と デバイス毎の 売上・収益の 接触行動を 関係を把握 理解 IBM Global CMO Study 2011より Copyright © IMJ Corporation. All Rights Reserved. 4
5.
Marketing Mix Optimization
in Today’s Complex Marketing Environment © ThinkVine. All Rights Reserved.
6.
What is Marketing
Mix? “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” - John Wanamaker © ThinkVine. All Rights Reserved. 6
7.
Marketers Are Challenged
By Today’s Complexity Exponential growth of Fragmented and multi- marketing options platform media consumption Pressure to make Data deluge just marketing accountable beginning in the digital and transparent realm © ThinkVine. All Rights Reserved.
8.
Marketers Are Struggling
to Meet these Challenges 65% of CMOs told IBM they are 54% of marketing execs told BCG “underprepared” for the growth they do not have the tools in channel & device choices, 63% required to make trade-offs said it for demographic shifts across media vehicles >50% picked “measurement, analysis 9% of marketing execs informed and learning” and “integrating the CMO Council that they cross-channel marketing” as #1 have a highly evolved, and #2 challenges in a Unica poll integrated marketing model © ThinkVine. All Rights Reserved.
9.
A Revolution in
Marketing is Underway Planning From Hindsight to Foresight Branding & From Mass to Targeted Communication Measurement From Silos to Cross-Platform Execution From Test & Learn to Bold Shifts Process From Annual to Agile © ThinkVine. All Rights Reserved. 9
10.
ThinkVine Was Founded
to Solve These Specific Issues “Fast, Flexible, Forward-looking.” – VP, Marketing, Major Financial Services Firm • Forecasts sales impact and ROI of all marketing levers, including tactics and targets not tried before • Agent-based methodology allows you to analyze marketing ROI by granular tactics and individual consumer segments • Software-as-a-Service approach enables simulations of “what if” scenarios and collaborative planning across organization © ThinkVine. All Rights Reserved. 10
11.
ThinkVine is Acknowledged
as a Market Leader “ThinkVine’s biggest strength is its focus on modeling how a group of consumers actually behaves when exposed to a communication or a promotional or a social activity.” The Forrester WaveTM on Marketing Mix Modeling Q3 2011 Forrester screened 50 vendors ThinkVine ranked as a Leader • Highest-rated current offering • Highest-rated methodology • Highest-rated analysis • Fastest growing company • R&D with P&G and Pepsico © ThinkVine. All Rights Reserved. 11
12.
ThinkVine Has a
Breadth of Experience Across Industries Built a business case to Identified the optimal Found the best mix of Supported Sprite’s Informed a key new obtain more marketing level of spend for the marketing to launch a strategy to target product launch, investments to meet overall marketing new version of their specific consumers with including capturing revenue objectives budget operating system marketing campaigns HCP influence © ThinkVine. All Rights Reserved. 12
13.
Customer Case Studies
Planning From Hindsight to Foresight • Business Goals Financial • Increase market share Services • Forecast revenue based on planned marketing • Discoveries • The current marketing plan would not deliver the revenue needed to surpass annual objectives • Successfully obtained incremental funding from board to close gap © ThinkVine. All Rights Reserved. 13
14.
Customer Case Studies
Planning From Hindsight to Foresight Comparison of 2013 Marketing Plan Alternatives +8.8% 185 +4.7% +2.9% Units (MM) +1.8% 178 -1.2% 175 173 170 168 2012 2013 2013 2013 2013 2013 $180 MM $180 MM $175 MM $180 MM $180 MM $185 MM Spent Budget Budget Budget Budget Budget Same Mix Cut $5 MM Shift $5 MM Shift $5 MM Shift $5 MM as 2012 in Print Print to TV TV to Digital Print to Digital Add $5 MM TV © ThinkVine. All Rights Reserved. 14
15.
Customer Case Studies
Branding & From Mass to Targeted Communication • Business Goals Financial • Increase overall number of new households Services • Acquire new customers with high lifetime value • Discoveries • Specific types of mass media can activate high value segments better than digital tactics • Creating multiple marketing plans under one “umbrella plan” can help better target specific segments based on CLV © ThinkVine. All Rights Reserved. 15
16.
Customer Case Studies
Branding & From Mass to Targeted Communication Marketing Tactic Effectiveness By Consumer Group 50+ Affluent TV 50+ Other Radio Print <30 Affluent Digital Ads Search Mobile Other <30 $0.00 $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 © ThinkVine. All Rights Reserved. 16
17.
Customer Case Studies
Measurement From Silos to Cross-Platform • Business Goals Financial • Increase share in the tablet and mobile device markets Services • Adjust marketing levers across all tactics continuously • Discoveries • Specific types of digital tactics work better than others to drive adoption • Online and offline media synergize well only as part of an overall integrated campaign • Responses to competitive activity have to be integrated as well © ThinkVine. All Rights Reserved. 17
18.
Customer Case Studies
Measurement From Silos to Cross-Platform New Economy Households Adoption 60,000 Mass Media Digital Experiment +11% 50,000 New Device Activations TV Print Search Display Mobile 40,000 Non- By Market Magazine Branded Re-targeting Tablet branded 30,000 Newspaper Google Google RTB OOH 20,000 Yahoo Yahoo 10,000 Bing Bing 0 Base Plan Optimized Plan ROI = $2.25 ROI = $2.47 © ThinkVine. All Rights Reserved. 18
19.
Customer Case Studies
Execution From Test & Learn to Bold Shifts • Business Goals Financial • Forecast impacts of new tactics not tried before Services • Identify new channels of reaching younger consumers • Discoveries • Cinema and mobile advertising both show promise as new tactics, with projected ROI metrics stronger than certain mass media tactics • Shifting a portion of the budget to these channels can increase sales by 3- 7% next year © ThinkVine. All Rights Reserved. 19
20.
Customer Case Studies
Execution From Test & Learn to Bold Shifts Planned Marketing Mix Proposed Mix with Mobile Added Mass Media Mass Media 67% 61% Promotions 11% Digital Promotions Digital Mobile 22% 11% 22% 6% Forecast 2012 Original 2012 Add Mobile % Change Volume 36,928 38,109 3% © ThinkVine. All Rights Reserved. 20
21.
Customer Case Studies
Process From Annual to Agile • Business Goals Financial • Optimize go-to-market plans for a new product Services • Course correct throughout launch cycle vs. one-time • Discoveries • Incorporating consume and geographic segments as part of the initial pre- launch optimization can improve launch success by 10% per year • On-going results can be updated within 5-10 business days upon product launch and provide on-going decision support © ThinkVine. All Rights Reserved. 21
22.
Customer Case Studies
Process From Annual to Agile Q1 Q2 Q3 Q4 25 20 15 10 5 0 1/1/2012 2/1/2012 3/1/2012 4/1/2012 5/1/2012 6/1/2012 7/1/2012 8/1/2012 9/1/2012 10/1/2012 11/1/2012 12/1/2012 © ThinkVine. All Rights Reserved. 22
23.
ThinkVine’s Marketing Mix
Optimization Software Improves Marketing Across Multiple Dimensions Spend Tactics • What is my overall ROI and • How do I best allocate my am I spending the “right” budget across a amount to support my combination of vehicles to brand? increase sales? Targets Timing • How do I best align my • How do I forecast long- marketing to specific high term effects of marketing value segments? and exploit seasonality? © ThinkVine. All Rights Reserved. 23
24.
Conventional Models are
Challenged by the Complexity in Today’s Marketing Environment • Conventional marketing mix models directly solve for the relationship between sales volume and past marketing tactics and excludes the notion of consumer differences • No direct consumer-level insights: does not support Fit and extrapolate segmentation/targeting • Can only “see” activities that have large spends or cause large variance • “Backward-looking forecasts” assume future is just like the past • Unable to use for media not tried before today © ThinkVine. All Rights Reserved. 24
25.
ThinkVine’s Approach Focuses
on the Underlying Relationship Between Consumers and Marketing • “ThinkVine ranks as a Leader because of its innovative, agent-based approach to mix modeling and its robust technologies” – Forrester WaveTM Q3 2011 Today Possible futures • Agent-based simulation technology • 50,000 mathematically- derived, computer generated consumers that behave just like real consumers • Customers have described ThinkVine’s methodology as “Sim City” for CMOs Forecasting via simulation © ThinkVine. All Rights Reserved. 25
26.
ThinkVine’s Methodology: Agent-Based
Modeling • Via billions of calculations, each run simulates what people in the market do and how your marketing plan affects purchase behavior from the bottom-up Marketing Activity Consumer Segments by Product Aggregated Sales © ThinkVine. All Rights Reserved. 26
27.
ThinkVine Overcomes the
Flaws of Regression-based Mix Regression fits a line to historical data and extends it forward, assuming the future will be just like the past. ThinkVine is predictive, using data and analytics to simulate consumer response and purchase behavior. Regression is run at the aggregate level, modelers try to “tease out” info on marketing tactics and by group. ThinkVine works bottom-up, delivering more accurate forecasts and providing granular, multi-dimensional info. Regression is usually a consulting project with reports. ThinkVine’s SaaS approach enables your staff and agencies to use an agile, objective, fully-integrated planning process focused on improving results. © ThinkVine. All Rights Reserved. 27
28.
ThinkVine Delivers What
The C-Suite Wants Optimize ROI and sales across all tactics, segments & channels Quantify the effects of proposed changes Get better forecasts of sales and ROI © ThinkVine. All Rights Reserved. 28
29.
ThinkVine's marketing mix
optimization software provides B2C marketers with the forward-looking information they need to get the maximum return across all of their marketing investments. See a 2 minute video overview at www.thinkvine.com © ThinkVine. All Rights Reserved.
30.
Copyright © IMJ
Corporation. All Rights Reserved. 30