Short talk on the future of Omni-channel Marketing and potential of Google Universal Analytics

1. Power of Person-Centric
Digital Marketing
- 16th May 2014

2. Kristoffer Ewald
§ 17 years of experience
§ Founder of scandinavias first CRO/
Analytics consultancy The Milk,
2005
§ One of the 16 original GA Certified
Partners, later acquired by NB.
§ Delivered performance to multiple
global brands
Director Data & Analytics Services
NetBooster Group
2 | Copyright NetBooster Group

3. We are here to boost Your
Digital Performance
Strategy

4. The Digital Shift

5. Marketing used to be
‘simple’
Prospects Buyers
Awareness Consideration Preference Action Loyalty

6. But digital is changing
the rules
Prospects
Buyers
Contributors
Peer
reviews
Social
approval
Brand
content
Competitor
analysis

7. Everything moves to
digital
Today Tomorrow

8. You will need to guide the consumer
Prospects
Friends
Family
Agent
2nd Screen
TV Spot
MobSearch
Radio Spot
Social Net. 2nd Screen
Comparison DskSearch
Decision
!
Partner
Product Engagement Funnel

9. PPC SEO
Social
Affiliate
CRM
Creative
RTB
BI
PRM
PAID
OWNED
EARNED
DATA & ANALYTICS
Combining
all channels

10. 3 steps to one Customer View
Join all data in one
consistent repository
Attribute on real
(deduped) effect using
predicted sucess
Make Data Active
- link actively to/from
all channels incl.
instore

11. Data is everywhere

12. Copyright NetBooster 2013
Virtual objects will be in the real world

13. Copyright NetBooster 2013
13
1. Overview

14. Copyright NetBooster 2013
Image is good og tv is nice…

15. Copyright NetBooster 2013
…but ultimately you need Effect,
Revenue og Action with consumers

17. Copyright NetBooster 2013
The Website is no longer the hub…

18. Copyright NetBooster 2013
All your contact points should be
supported and joined consistently…

19. Copyright NetBooster 2013
1919
2. Insights

20. Copyright NetBooster 2013
#1 Buy audience not media
#2 Situated communication
#3 Rationalize
#4 Deserve the attention

21. Copyright NetBooster 2013
“Data beats Opinion”
Unknown, 2013
“Knowledge
is
power”
Francis
Bacon,
1605