PPC Date #1

1. Michal Dúbravský 13/8/2019
PPC date

4. Senior Leadership Forum

5. jak pracujeme s PPC,
když nechceme kliky
na web ?!

6. Nijak!

8. a proto to bude
o něčem trochu jiném!

9. Michal Dúbravský 12/8/2019
10+1 věcí, co mě se*ou v digitálu

10. 1) úspěch

11. Messenger bot – Kozel mistrův ležák
66%
of people who
interacted with
the Messenger
bot said they
had tried the
beer
45min
average time
each Player
spent with the
brand
505k
Batches of
Mistrův ležák
were brewed
during the game

12. Digitálně megaúspěch
brandově* se to moc nehlo
*brand měříme pomocí AE - Attitudinal Equity

15. 2) kreativita

19. 3) cílení

21. https://www.marketingweek.com/pg-targeting-generic-demographics-to-smart-audiences/

23. 4) Překryvy platforem

25. 5) Komplexita kampaní

27. 6) Dostupný mediální prostor

30. 7) Musíš rozumět všemu

32. 8) Data management
platforma

33. 33
Pub
Retail
Brewe
ry
Radio
Online
TV
Event
s
PR
Home
Mobile
Pub
Retail
Brew
ery
Radio
Onlin
e
TV
Event
s
PR
Home
Mobil
e

34. 34
ECO-SYSTEM
Synergy between DMP and Data Science in cloud
1. We are able to analyze every impression
by:
- who
- where
- when
- for how long
- for how much
2. We are enabled to shifting from Direct
buys into programmatic
3. We are able to optimize programmatic
campaign in terms of
- targeting
- ad quality
Media inventory in CZ
(video and display)
Storing raw data about every
impression
DMP Bluekai
Media insights and automated
optimizations
Asahi‘s Datalake

35. 9) omnichannel

36. 36
What will we know in „one year“?
Michal Dubravsky
Man
30 years old
Prague, Czech republic
Married with one children
Travelling, foodie, runner
Michal.dubravsky@gmail.com, Facebook ID, Cookie
Online heavy active mostly on Facebook, Instagram, linkedin,
Mobile first
Love PU, kozel and Radegast
Likes Facebook page of all our brands
Usually interact with campaigns for Kozel, PU and Radegast
On-trade lover – often visitor with friends, prefers tank pubs with top quality beer,
usually spend 500 CZK, going out at least once per week
Off-trade potential – from time to time buying beer home during championships, low
aversion towards price change. Frequent buyer on rohlik.cz and Tesco
Last interaction – two beers on Tuesdayat Kolkovna
Usually paying by card or via app

37. 37

38. 10) timing

39. timing

40. 40Senior Leadership Forum

41. Miluju to !!!

42. 42Senior Leadership Forum