RazorfishOutlookReportVol10

Recommendations

Info

30 Paid Earned Owned Each touch point is an identifiable interaction and an opportunity to build value. From insight to action, we’re now finally implementing consistent and relevant messaging approaches that provide cohesive consumer experiences. In our experience, each client using Razorfish’s Big Data-led performance marketing approach takes a different path. Ultimately, a client’s path is based on business priorities and what information can be leveraged from the available tagging and data strategy. Working with different clients has enabled us to determine realistic roadmaps. Holistic integration benefits: • Common Data Marketing Platform (DMP) for reporting, analytics, targeting and media integration. • A channel and customer view of success. • Metrics that measure end to end, not just in parts. • Decision-making through actionable insights. • A common language for performance across different teams, brands and markets. it’s time fOr BiG data tO imprOVe custOmer experience Search Web Analytics Platform Social owned Paid earned razorfishoPen tM Email .com Display • Better use of the team’s time to focus on what matters most to their business. Mobile razorfish- OPEN TM AOD 3rd PartY (AOR/Client/3rd Party) 3rd Party Data Reporting Targeting Modular approach to platform and services, by fully integrating an organization’s owned, paid and earned channels for insights and targeting. Analytics Media Data enables us to understand customers and to manage contact and content strategy. Data is a core component of integrated marketing and, via an integrated approach, we can speak with a single voice across channels and lines of business. However, to succeed in a meaningful way at that level of customer centricity, we have to manage all that data in a way that holistically fuels customer engagement and experiences. That effort requires a whole ecosystem of people, processes and technology. Even the most sophisticated and modern businesses today are surprisingly ill equipped to manage even the most basic digital
marketing standards and activities, let alone jettison forward into the new world of Big Data techniques. Through a series of in-depth interviews and client experiences, Razorfish found a common set of fundamental challenges holding back meaningful data integration: • Fragmentation of efforts between different teams, tools and data sources across multiple channels, brands and regions. • Political and fiscal turf protection. • Multiple sales funnel constructs. • Inability to identify the customer. • Inability to quantify the value of customer experiences. Let’s take a closer look at how our approach to Big Data, using the razorfishOPENTM framework, can remedy these issues. Fragmentation We’re in an era where intelligent use of Big Data pays huge dividends. Implementing solutions that improve integration of data is very challenging and complex but not for the reasons There’s a new game in town — it’s cross-channel data management and marketing. you might think. Much of the technical and analytical challenges for tapping Big Data have been solved — but failures today often stem from attempting to use legacy small data solutions, internal politics, effort fragmentation and failure to manage the true value of Big Data-based solutions. While a lot of niche players using Big Data approaches have stepped up to solve parts of this challenge, building incremental capabilities in a silo can by default push you further into a silo-based culture and limit your understanding of the customer. Any holistic Big Data solution requires a scalable measurement plan and tagging strategy at its foundation so you can take into account performance marketing efforts across channels, tactics and disciplines, with a shared strategy of measurement and tracking that is scalable across international regions and markets. The end solution provides a subtle and intelligent approach that can evolve by integrating and building upon other assets, data sources and capabilities already in place. This approach enables a modular and organic ability to evolve and grow, but with a standardized core. These qualities are not always the prerequisite in Big Data techniques, but without this there is no foundation for growth. OUTLOOK REPORT | VOL 10 31
Page 1: outlook report VOL 10
Page 4 and 5: 4 There’s no better time to start
Page 7 and 8: WRITTEN BY The Razorfish Media Team
Page 9 and 10: Our continued expansion into the au
Page 11 and 12: “Best of the Web” Most innovati
Page 13: sophisticated, taking into account
Page 16 and 17: 16 C3 ratings were born to begin to
Page 18 and 19: 18 percent increase in mobile traff
Page 20 and 21: 20 MULtitasKinG MiGht FinaLLY KiLL
Page 23 and 24: WRITTEN BY WITH CONTRIBUTOR READ MO
Page 25 and 26: in a position for future failure. S
Page 29: WRITTEN BY WITH CONTRIBUTORS READ M
Page 33 and 34: position to be in when convincing y
Page 35 and 36: all digital business activity and h
Page 37: We have seen our clients quickly mo
Page 40 and 41: 40 Five core observations rose to t
Page 43 and 44: WRITTEN BY WITH CONTRIBUTOR READ MO
Page 45 and 46: FaceBooK GooGLe twitter LinKedin wi
Page 47 and 48: with higher performance languages a
Page 49: OUTLOOK REPORT | VOL 10
Page 52 and 53: 52 themselves also increases. And u
Page 54 and 55: 54 Now is the time to ignite a new
Page 56 and 57: 56 Getting started If you’re now
Page 59 and 60: WRITTEN BY READ MORE The Team at De
Page 61: the end. It’s easier than ever be
Page 64 and 65: 64 OVER a single person to manage s
Page 66 and 67: 66 Which is worse: a brand starting
Page 68: 68 Fan cateGorization. At a basic l
Page 72 and 73: 72 To be successful, retailers and
Page 74 and 75: 74 it. According to eMarketer, “R
Page 76 and 77: 76 strategy or vision. Since the di
Page 79 and 80: WRITTEN BY READ MORE Adam Heimlich
Page 81 and 82:
The word “performance” itself a
Page 85 and 86:
WRITTEN BY WITH CONTRIBUTOR READ MO
Page 87 and 88:
Global hubs Seattle help that a bro
Page 91 and 92:
WRITTEN BY READ MORE Paul Gelb VP,
Page 93 and 94:
milestone was reached. Internet ad
Page 95 and 96:
The increase in price has been larg
Page 97:
Mobile and television ad spend esti
Page 100 and 101:
100 There’s a major opportunity f
Page 103 and 104:
WRITTEN BY READ MORE Tim Perlstein
Page 105 and 106:
3. chasinG the shinY oBJect It’s
Page 107 and 108:
Managing Digital at Delta Q&A with
Page 109 and 110:
Basel Salloum Group VP, Technology
Page 111 and 112:
Chris Bowler VP, Social Media @bUCK
Page 113 and 114:
Ken Hong Managing Director, Razorfi
Page 115 and 116:
Pete Stein President, East @pStEIN2
Page 117 and 118:
Salim Hemdani Group VP, Experiences
Page 119 and 120:
Obrigado. Gum xia. Merci. Ta. Danke
show all

RazorfishOutlookReportVol10

Create successful ePaper yourself

Delete template?

Save as template?