marketing omnichannel - marc kiven / fundandor da bright tag e Élcio santos / head de e-commerce da...

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

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CREDENCIAIS | QUEM SOMOS?

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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

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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?

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OMNI-CHANNEL

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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

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OMNI-CHANNEL | O QUE É E DESAFIOS

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OMNI-CHANNEL | PROCESSO EVOLUTIVO

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AUNICA + BRIGHT TAG I PARTNERSHIP

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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.

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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

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BRIGHT TAG|INTRODUCTION

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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

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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

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OMNI-CHANNEL|The pursuit of Omni-channel data integration

Website

Ads

Email

Mobile Social

Stores Call Center

Analytics

Your Goals

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OMNI-CHANNEL|Interactions are happening all the time across multiple channels

Website

Ads

Email

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

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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

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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

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$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

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• 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

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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

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BUSINESS CASE

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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

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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.

Email

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

Email

4. Future email campaigns are update with latest user interactions from BrightTag

BT

BT

BUSINESS CASE|Smarter e-mail marketing

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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

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AUNICA + BRIGHT TAG I BENEFÍCIOS PRA VOCÊ

Sorteio de 3 clientes

Consultoria AUNICA + BRIGTH TAG

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3 Esperamos VOCÊ em nosso stand ;o)-

PERGUNTAS?