How a big company developed a microscopic solution to data.
What we’re dealing with.
And these are just the wines.
Make a new friend everyday -Paul Ricard 4
Outside our house: § International and mysterious new brands § Private labels from our grocery friends § Anyone can start a wine e-shop § Pure-play online brands are getting it right § Clutter and confusion à 1.4m searches a month 5
DATA IS KEY TO SUCCESS “The one thing you know about your consumer is worth more than anything you know about your product or service” Miguel Moreno Toscano, Coca Cola Global 6
So we looked, and looked and looked harder at all the campaigns … 85 countries 100+ brands 25 digital channels 7
But with all this data, how does the team know what’s working, and what’s not?
Introducing our new brand & campaign evaluation framework Monitoring brand health and assessing digital campaigns through common language and reporting
Three kinds of CEO-friendly templates 1. Awareness 2. Lead Generation 3. Brand Social Pulse KPIs
TWO TYPES OF CAMPAIGNS AWARENESS 1 Create brand awareness, to make people think of us and remind them of our value proposition LEAD GENERATION 2 Generate more relevant contacts in our database to increase our CRM
What is the new framework composed of? KPI KPI DASHBOARD 1 GLOSSARY 2 TEMPLATES The KPI glossary is divided by Dashboard templates against campaign campaign objectives. objectives and designed for both audiences: It contains definitions, formulas and market Executive and Operational. benchmarks for each KPI when available.
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