Post on 29-Oct-2014
description
Omni-Channel Marketing
Increasing Marketing Channels PerformanceBigDataSeptember/2013
AGENDA
CREDENCIAIS
OMNI-CHANNEL - O QUE É E COMO FAZER NA PRÁTICA
BUSINESS CASE
AUNICA + BRIGHT TAG = BENEFÍCIOS PRA VOCÊ
1
2
3
4
2. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
CREDENCIAIS | QUEM SOMOS?
3. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
Inovação!Parceira dos
maiores players
globais de tecnologia
+13 anos de envolvimento
profundo com o digital marketing
Neural,Neutral and consultive
driven
CREDENCIAIS | NOSSOS CLIENTES
PERFORMANCE AGÊNCIASBRANDING VEÍCULOS
4. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
Aumentar tráfego
Aumentar vendas
Aumentar ticket médio
Aumentar Life Time Value
Redução de custos operacionais
Metodologia proprietária da AUNICA
CREDENCIAIS| POR QUE ISSO FAZ SENTIDO PARA SUA EMPRESA?
5. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
OMNI-CHANNEL
6. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
OMNI-CHANNEL | É UMA VISÃO DE NEGÓCIOS,NÃO UM CONCEITO MODAL...
O futuro das organizações dependerá da qualidade da
execução deste conceito na
prática
Historicamente, nunca foi tão fácil
implementar esta cultura, porém, só
funcionará com investimentos +
alinhamento estratégico
Além de trazer resultado
financeiro, permitirá a
perpetuação do seu negócio ao longo do tempo
7. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
OMNI-CHANNEL | O QUE É E DESAFIOS
8. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
OMNI-CHANNEL | PROCESSO EVOLUTIVO
9. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
10. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
AUNICA + BRIGHT TAG I PARTNERSHIP
11. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
BRIGHT TAG|INTRODUCTION
CONFIANÇA• Presente nas maiores empresas do mundo, com 100%
de retenção dos clientes.• Centenas de integrações 3rd Party. Bilhões de páginas.
PRESENÇA GLOBAL• Presente em mais de 150 países, e contando...• Mais de 60 funcionários em Chicago, Londres e Tóquio.
FINANCIADA por investidores de NÍVEL MUNDIAL• Empresa Serie C com US$ 23 milhões em
financiamento.• Apoiado por Baird Venture Partners, Epic Ventures, New
World Ventures, Tomorrow Ventures.
QUEM É A BRIGHT TAG
Plataforma PREMIADA pela integração e reconhecida por ser inovadora.
• Simples de utilizar• Otimização do desempenho através de Server Direct• Garantia de segurança – Evita Piggybacking• Monitoramento real time de disparos das Tags• Monitoramento real time de erros de Tags.
12. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
BRIGHT TAG|INTRODUCTION+1500 MARCAS GLOBAIS
• Marc Kiven– Founder & Chief Revenue Officer
• Your customers engage with your company across multiple channels– Are you ready for the Omni-Channel challenge?
• BrightTag Fuse™– Beyond “Tag Management”
• Use Cases– Making Omni-Channel Marketing Integration real today
13. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
BRIGHT TAG|INTRODUCTION
14. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
OMNI-CHANNEL|THE CHALLANGE
20% Scan product barcodes
14% Compare product prices
13% Find store locations
11% Search for coupons
10% Research products
Source: BI Intelligence
Smartphone owners make
real-time buying decisionswith their devices
Source: Forrester Research
OMNI-CHANNEL|78% of shoppers engage acrossmultiple channels
15. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
Single Channel
Multi-ChannelHaving presence across separate channels
Cross-Channel Connecting data across separate channels to drive insights and segmentation
Omni-channel Creating a unified customer experience across all channels to drive engagement, purchase and loyalty
16. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
OMNI-CHANNEL|The pursuit of Omni-channel data integration
Website
Ads
Mobile Social
Stores Call Center
Analytics
Your Goals
17. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
OMNI-CHANNEL|Interactions are happening all the time across multiple channels
Website
Ads
Mobile Social
Stores Call Center
Analytics
Your Goals
OMNI-CHANNEL|Tags are native to the web onlyCookies only live in browsers & traditionally can’t be linked across channels
18. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
Website AdsSocial Analytics MobileStoresEmail
Many solutions can connect data in near real-time in a single channel
Offline
When the dots don’t connect, you can’t take immediate action across channels
19. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
OMNI-CHANNEL|So what you get is a lot of disconnected data
Website AdsSocial MobileStoresEmail
1 day+
Reports
Segments
OfflineAnalytics
OMNI-CHANNEL|Insights from analytics & datawarehouses lack real-time actionability
20. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
$Omni-channel connectivity helps you stop sending
the wrong message at the wrong time
• Suspend retargeting after customer makes purchase in-store
• Change messaging while resolving a customer service issue
• Adapt messaging based on your customer’s current context rather than show less-relevant ads or emails
• Leverage CRM data to better direct ad spend
OMNI-CHANNEL|Integrating data in real-timeunlocks significant value
21. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
• How do you collect data where tags don’t exist?• How do you untie cookies from the browser?• How do you link activities across channels in real-time given the
massive scale of the data?
OMNI-CHANNEL|Technical limitations stall real-time integration
22. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
Collect data in any channel without relying on tags
Match cross-device user profiles and cookies instantly in the cloud
Sync data in real-time with server-direct messaging
Connect with partners to create your own Open Marketing Stack
BrightTag Fuse™ |Connects the dots in real-time
23. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
BUSINESS CASE
24. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
Problem: A leading retailer with heavy mobile traffic was unable to effectively retarget mobile users across channels leading to missed sales
Solution: Use BrightTag Fuse to trigger online retargeting efforts based on mobile customer interaction
BUSINESS CASE|Retargeting mobile users online
1. User engages with mobile app and abandons before purchasing
2. Abandon cart message is sent to BrightCart Fuse where the mobile ID is matched with online cookie
3. BrightTag Fuse notifies online retargeting partners
4. Retargeting partner can incorporate mobile cart abandonment information in campaign
25. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
Problem: A large multi-channel retailer wanted to increase the reach and relevance of email retargeting by sending messages to users who viewed but did not click immediately after a user left the site.
Solution: BrightTag Fuse is used to update their email campaigns in real-time, based on views and clicks, removing a 24+ hour delay in targeting and increasing reach.
1. User opens email, but doesn’t click
2. BrightTag pixel fires on email open and email ID is synced with cookie
3. User later visits website
4. BrightTag Fuse recognizes the user cookie and matches it to the email ID
4. Future email campaigns are update with latest user interactions from BrightTag
BT
BT
BUSINESS CASE|Smarter e-mail marketing
26. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
BUSINESS CASE|Smart cross-channel upselling
1. Customer purchase a mattress in retail store
2. Purchase data is sent to BrightTag where Fuse ID is matched with online profile
3. Customer later browses the web and is shown ads for bedding
Problem: A leading retailer was unable to effectively upsell complementary products online to consumers that made big-ticket purchases in stores
Solution: BrightTag Fuse integration to the client’s in-store POS and BrightTag FuseID matching allows the client to offer targeted ads to online consumers that purchased in-store
27. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
28. Material de propriedade intelectual AUNICA The Tagnology Company - Confidencial.
AUNICA + BRIGHT TAG I BENEFÍCIOS PRA VOCÊ
Sorteio de 3 clientes
Consultoria AUNICA + BRIGTH TAG
1
2
3 Esperamos VOCÊ em nosso stand ;o)-
PERGUNTAS?