Jonathan Jeter

Director of Application Development

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In Data We Trust

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data-lenovoAfternoon Keynote
In Data We Trust
Ajit Sivadasan, VP/GM Global eCommerce, Lenovo

Icebreaker: How you hold your drink reveals your personality.

2009 study established 8 personality types based on how you hold your drink in a bar.

How Lenovo Transformed their brand

Key Questions

  1. What is driving change?
  2. What are the new rules?
  3. How do we leverage the new model?

Macro Change Agents

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  1. Online traffic is accelerating
    1. 560% growth in adoption since 2000
    2. Moving to massively online platforms
  2. Social / Digital driving the network effect
    • Social media reaches 82% of the world and uses 19% of total time spent online
  3. Marketing Model has changed
  4. Data is creating opportunities
    • By 2020, the digital universe will grow by a factor of 300
    • From now until 2020, the digital universe will double every two years

Harnessing the Power of Intent Data and Predictive Analytics

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Harnessing the Power of Intent Data and Predictive Analytics
Michael Mire, SweetIQ

Local search is the ultimate indicator of intent.

  • We’re doing it all the time. (4 in 5 consumers use search engines to find local information.)
  • We’re doing it more and more. (Google search interest in “near me” has increased 34x since 2011.)

We’re on our way to online to offline (O2O) direct attribution.

Today, there are lots of moving parts, which makes it look a lot like Swiss Cheese.

You’re only able to track <3% of the market today, so it’s difficult to create a reliable model.

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Build an O2O attribution funnel / model.

  • Impressions – number of times your stores appeared in local search

The Relentless Pursuit of the Right Answer: Why Achieving Relevance at Scale is Worth Your Time

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The Relentless Pursuit of the Right Answer: Why Achieving Relevance at Scale is Worth Your Time
Scott Ensign, DAC Group
Erin Heffernan, Optimedia US

What does relevance mean in Search?

Inherent in every search is a question. Context is extremely important.

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  • Give the right answer every time
  • Leverage more than just the keyword
  • Get highly targeted in your ad copy
  • Keep to the leading edge of user expectations
    • Mobile can be the primary driver for some campaigns
  • Search engines know a lot about the user. How do you leverage that data?
    • Not settling for “best available” destination

Building Scaled Search Programs

  • Think of the user (the user doesn’t care about your org chart)
  • Think of the client
  • Leverage business/third-party data
  • Campaigns are the new ad groups
  • Leverage technology

Tools to Manage at Scale

  • Proprietary tools
  • SEM tools

Ultimate Engagement: Data Driven Email Tactics

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email-marketingUltimate Engagement: Data Driven Email Tactics
by Jed Williams, Vendasta

We can leverage data to…

  1. Pinpoint businesses when they are “Ready to Buy”
  2. Contact them as close as possible to that moment
  3. Offer pertinent solutions at the right price and service model.
  4. Manage pipelines more effectively; Improve sales efficiency

Marketing Automatcion

  • actual business data
  • targeted email campaigns
  • evergreen marketing
  • real-time tracking

Marketing Automation Struggles

  • 70% of marketers are unhappy with their current marketing automation platform

Know your stakeholders

  • sales manager
    • needs: pipeline management & robust analytics
      • lead tracking & performance
      • easily provision, sell, fulfill
      • marketing after the sale
  • sales rep
    • needs: smart, persistent campaigns & real-time alerts
  • Business owner
    • needs: vendor declutter, education, fulfillment
      • prescriptive content
      • targeted solutions
      • agency of record

Reputation & Presence Data = Foundational

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  • reviews
  • searchable

Opening Keynote at ClickZ Live Chicago 2015 – Digital Transformation or Extinction

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Victor Lee from Hasbro - keynote for ClickZ Live Chicago 2015
Victor Lee from Hasbro – keynote for ClickZ Live Chicago 2015

Digital Transformation or Extinction

My notes from the Opening Keynote at ClickZ Live Chicago 2015

by Victor Lee @vlee, Senior Vice President, Digital Marketing, Hasbro, Incorporated

Why is change so hard? We love normal.

Netflix tried to sell 49% to Blockbuster, but Blockbuster said “no” because they didn’t want change. Now Blockbuster doesn’t exist any more.

We accept average. On average a banner ad click-through rate now is .1% to .2%. We celebrate a .25% click-through rate because it’s above average, but who wants to be average? The majority of the world has accepted the current numbers. It’s safe.

Don’t be afraid to fail. Be afraid to win. “Because we’ve always done it that way.” The people who have always done it that way, usually aren’t around anymore.

Newspapers, radio and TV have had to change to be relevant.

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