www.jorismerks.com Awarded Best marketing book 2015 - PowerPoint PPT Presentation

Online Brand Identity Building a brand in the age of digital data Joris Merks-Benjaminsen Head of Digital Transformation, Northern Europe Follow me on: www.jorismerks.com Awarded Best marketing book 2015 www.onlinebrandidentity.org

If everything becomes digital... ...everything becomes measurable

We know how to use real-time data

But we only do so at the end of the funnel

The real online consumer journey Average booker: >50 online actions, 129 days

There is no ‘online’ or ‘o ffl ine’ booker

Mismatch between upper & lower funnel activity

Systems are too fragmented: no view across the journey

An example of my consumer journey

This is what most databases would look like ● “Joris Merks-Benjaminsen whom is a loyal customer opened the mail on his smartphone but did not visit the site and didn’t buy anything.” ● “Someone visited the site on a laptop, looked at the new collection and used the store locator, but didn’t buy anything.” ● “Someone visited the o ffl ine shop in the PC Hooftstraat in Amsterdam and bought a blazer.”

Integration of CRM and real-time data needed Cookies link back to Store personnel o ff ers to Purchase links to previous site visits on send receipt to e-mail personal info including same computer, address, which links this e-mail opening on including previous purchase to all previous smartphone purchase ones

This is what a consumer centric database looks like ● “Joris Merks-Benjaminsen whom is a loyal customer opened the mail on his smartphone, then visited the site two days later on his laptop, looked at the new collection, used the store locator and ended up buying a blazer in the PC Hooftstraat in Amsterdam two weeks later.”

Inevitable gaps in real-time data Time & Space Chop & Stitch Sample & Extrapolate

Digital vs traditional data

Traditional research remains important for the ‘why’

Privacy: give consumers choice The third currency Transparency & Control

Five universal limitations of data 1. Short term is easier to measure than long term 2. You can’t measure what you never tried 3. Mono-channel is easier to measure than cross-channel 4. Burst is easier to measure than always-on 5. In a lot of cases you can only measure BIG experiments

Balance data, mind and heart Data optimize proven successes Mind strategic ‘future ready’ experiments Heart creative use of the digital canvas