Conversion Day 2014

1. FILIP LAUWERES
Global Business Owner

2. 2
WHAT DO WE WANT AS A MARKETEER?

3. 333
PAID SEARCH
AD
SERVERS:
RICH
MEDIA
/
DYNAMIC
CREATIVE:
VERIFICATION:
DSPs:
AD
NETWORKS:
VIDEO:
VERTICAL:
TARGETED
NETWORKS
/
AMPS:
PERFORMANCE:
Het
DISPLAY ONSITE
SOCIAL
MOBILE
AD
EXCHANGES:
ATTRIBUTION &
ANALYTICS
TAG
MANAGEMENT
DATA
MANAGEMENT
PLATFORMS
DATA
AGGREGATORS
DATA SUPPLIERS
EMAIL
MANAGEMENT
PLATFORMS
AFFILIATES
SSPs:
WE KNOW WHAT WE GET
MARKETER AUDIENCE

4. 4
BUT WHAT DO WE WANT?

5. 5
DO WE WANT TO ENGAGE

6. 6
CREATE AWARENESS

7. 7
DESIRE

8. 8
CONVERSION

9. 9
WHAT ABOUT TELLING A DIGITAL STORY?

10. 10
Hub
Marketing Automation 2.0
• Cross silo
• Programmatic
• Engagement method agnostic
• DMP as central hub
• Knowns – un-knowns
• Digital Story Telling
Egagement layer
Cross-screen
Email
Knowns
Anonymous
Phone
Search
Social
True Data
Management
Display
Website
Offer
Forms
Chat
EVOLUTION OF MARKETING AUTOMATION
MA 1.0

11. 11
NEXT STEPS FOR MA INDUSTRY ACCORDING TO
MARKETING AUTOMATION VETERAN
“Hyper-target” =
Relevant Content &
Personalization
“Digital body
language” =
Digital profile
“Interest based on
activities” =
Historical product
Interest
“Breaking down
the silos” =
Integration
“Did this effort
drive revenue?” =
Attribution
“A wide variety of
touchpoints” =
Search, display,
social

12. 12
WHAT WHITESPACE IS FILLED
MARKETING AUTOMATION 1.0
E-mail retargeting
CRM integration - knowns
Life cycle marketing
Lead generation
Analytics
Advanced scoring
Bridging silo’s – search & social
Digital DNA - unknowns
Content personalization
Insights
MARKETING AUTOMATION 2.0 ACCELERATING ELEMENTS
Display retargeting
Search retargeting
CPA knowhow
Advanced automation : RTB,
DCT, SPOT, …
Attribution reports and mgmt

13. 13
THE MARKETING AUTOMATION INDUSTRY
Venture Beat : top 10 marketing automation companies

14. 14
THE MARKETING AUTOMATION INDUSTRY
Venture Beat : tmarketing automation companies

15. BUILDING BLOCKS FOR DIGITAL STORY
TELLING
“ Good marketers tell a story ”
– Seth Godin

16. THE DIGITAL MARKETING SUITE STACK
16

17. 17
43% Product A
30% Product B
27% Product C
Your Website Audience Analyze Visitor Interests to
Build Engagement Scoring & Profiles
MIN. SPENT ON-SITE
CLICKPATH VALUE
HOURS BETWEEN VISIT
KEYWORDS SEARCHED
NEW VISTOR OF SITE
SITE CATEGORIES VISITED
REFERRING URL
266SCORE
348SCORE
450SCORE
240SCORE
850SCORE
350SCORE
298SCORE
740SCORE
850SCORE
USER AT THE HEART OF DIGITAL STRATEGY

18. 18
OPTIMIZE FOR EACH INDIVIDUAL USER
And are
dynamically
approached
based on
where they sit
in the
decision
process…
Visitors are
scored…
Driving
conversions

19. 19
DIGITAL MARKETING SUITE SOLUTIONS
Engagement
Score
DIGITAL MEDIA
TECHNOLOGY STACK
ENGAGEMENT
INSIGHTS
REAL TIME
OPTIMISATION
ONSITE MARKETING
AUTOMATION

20. 2020
THE SIMPLE CASE OF A FORM
Retargeting on form leavers

21. 21
360° view
DMP CRM
Digital DNA
Online media consumption
Click journey
Engagement scoring
Firmographics
Campaign responses
Demographics
CONVERSION
FORM
SEGMENTATION
APPROACH
DATABASE
PHILOSOPHY
ENGAGEMENT
METHOD
Cross media channel Cross sales channel
CHAT
EMAIL
PHONE
DISPLAY
SEARCH
SOCIAL
KNOWNSKNOWNS
UNKNOWNS

22. 22
SMART REMARKETING℠
Engagement
Score
BID:
$5.35
BID:
$3.45
BID:
$1.80
690SCORE
735SCORE
850SCORE

23. 23
FACEBOOK EXCHANGE: SMART
REMARKETING

24. 24
DYNAMIC CREATIVE
Engagement
Score
LAST
VISITED
PRODUCT
HIGHEST
INTEREST
PRODUCT
RECOMMENDED
PRODUCT
850SCORE
75%
SHIRTS

25. 25
LOOK A LIKE
WEBSITES
VISITED
PRODUCTS
PURCHASED
KEYWORDS
SEARCHED
PAGES
VISITED
Engagement
Score
IDENTIFY THE ATTRIBUTES
DRIVING CONVERSION
OR ENGAGEMENT
FIND OTHER USERS WITHIN IGNITIONONE’S
AUDIENCE NETWORK WHO SHOW SIMILAR
ATTRIBUTES AND DELIVER ADS TO A NEW,
HIGHLY QUALIFIED AUDIENCE

26. 26
SOME EXAMPLES

27. 27
MEDIA MIX MODELING

28. 28
THANK YOU
FILIP LAUWERES
filip.lauweres@ignitionone.com
www.ignitionone.com
www.digitalmarketingsuite.com
@ignitionone