10 misconceptions about Web Marketing
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Keynote MICHAEL FROMENT Chairman, CEO & Co-Founder Commanders Act
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- 10 conventional thoughts about digital marketing -
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Data Collection
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#1 « My data
88% of marketers are clearly prioritising initiatives that will bolster consumer trust in their brand above all else Iprospect , Future Focus 2019.
«No, Demonstrate we can trust you !» WIFI digitbench19
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#2 « With Internet, everything can be measured »
People, Culture, Technology • • • • •
Measurement Discrepancies Data Normalization Data Quality Identifier Cross-devices
« No Free Lunch ! » WIFI digitbench19
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#3 « Cookies are dead »
• Privacy Crackdown • Apple launching ITP 2.0 and 2.1 • Google about to strengthen Chrome’s privacy controls
« Long Life to Identifiers » WIFI digitbench19
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#4 « Colligo ergo Sum »
« Stop storing, stop reading, engage conversations ! »
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My Campaigns
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#5 « Advertising goes on »
“You Now Have a Shorter Attention Span Than a Goldfish”
8secondes « No, Disrupt ! » WIFI digitbench19
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#6 « My priority is to drive traffic to my site »
data-based contextualized business
« Increase relevantness, be closer » WIFI digitbench19
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#7 « Personalization strategies are complex »
« No, It’s simple ! »
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#8 « My Attribution Model »
• • • •
Data-driven decisions Generate Insights Understand the role Estimate the contribution
« No Magic » WIFI digitbench19
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My Martech Stack
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#11 « Logistics will be in place » • Could be a good vision of your Digital Future • How Many CDOs pay attention to the foundation of their Martech Stack ? • Here are 3 reasons to change your focus :
View of San Giorgio island, Venice, Italy Built in 790. Destroyed by an Earthquake in 1223.
• « Identity » is the key to success • « Data quality » is the first driver of Data Science Success • Relevantness is the driver of higher performance
« You’ll get what you deserve » WIFI digitbench19
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#8 « Big Platforms are easier, Best of Breed is tiring »
Semi integrated
Integrated Solution
Best of breed
True Best of breed
« Choose one approach and act consistently ! » WIFI digitbench19
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#9 « Tags decrease the webperformance » Ad Exchanges Affiliate Management Agencies Trading Desks Ad Operations Audience Analytics Data Brokers Data Suppliers Creative Optimization Survey Providers Social Aggregator Ad Verification Lead Generation Search Optimization Supply-Side Platforms Demand-Size Platforms Rich Media Networks Web Analytics Site Optimization Widgets
« Try Server Side Data Collection » WIFI digitbench19
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#10 « DMP = CDP = CRM »
3- C D P CUSTOMER DATA PLATFORM
Already adopted by most companies • • • •
Inclusion : 1er achat Identifier : Email Channels : Email, sms, direct Mail Strenghts: Purchase history and PII
1- C R M
2- D M P
CUSTOMER RELATIONSHIP MANAGEMENT
DATA MANAGEMENT PLATFORM
• • • •
For Omnichannel company Inclusion :1ère Bannière vue Identifier : All Channels : All Points forts : Master ID, Omnichannel, Real time,
Mostly for large Programmatic spenders • • • •
Inclusion :1ère Bannière vue Identifier : Cookie 3rd Channels : Display Points forts : DSP, Look alike,…
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Our Future
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#12 « The Universe is expanding….You’re here in Brooklyn and Brooklyn is not expanding » Be Passive or do your homework ! • Build your Data Assets • Profile your customers • Increase data-driven marketing • Improve Performance
« Define your Brooklyn » Woody Allen, Annie Hall, 1977 WIFI digitbench19
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#13 « Google, un ami qui me veut du bien »
The last decisions of the cool friend • SEO keywords aren’t shared anymore • Chrome will strenghten Privacy controls, except for Google Analytics cookies • SEM pricing is globally rising and reaching some tops • Doubleclick ID isn’t shared anymore
« Google, un ami qui se veut du bien » WIFI digitbench19
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#14 « It’s only web »
« It’s more than web » WIFI digitbench19
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