YOUR PROCESS MANAGEMENT AND
CONTROLLING SUITE FOR MULTI-CHANNEL
AGENDA
!1.
Challenges of Online Marke3ng
2.
Applicata helps
3.
Benefit and Pricing
DIFFERENT STAKEHOLDER PERSPECTIVES AND KPI
!Online marke3ng is essen3al to internet related businesses.
Like tradi3onal marke3ng, online marke3ng is about the conversion funnel.
The issue: Stakeholders
are looking at different KPIs in the marke3ng funnel.
The damage: Time
wasted on reconcilia3on efforts, bad decisions because of lack of agreement.
The need: A single source
of truth for marke3ng channel performance.
DATA INTEGRATION
!The issue: A growing amount of
data and data sources makes comparison and meaningful repor3ng hard.
The damage: Money and 3me are
wasted because the stakeholders of marke3ng do not use their 3me to add value based on numbers but to reconcile numbers.
The need: A solu3on that
integrates all the data and data sources. And a repor3ng suite that answers the business ques3ons.
SEA tool
ERP system
CRM system
Ad server
Analy3cs tool
CS tool
EXTERNAL FACTORS
!The issue: External factors
influence consumer behaviour, e.g. consumers book more hotel rooms when big events take place.
The damage: Ignoring the
influence of these external factors means a lost poten3al in
subscribers and revenue.
The need: A solu3on that
integrates this knowledge with daily and strategic Marke3ng decisions.
EXTERNAL
FACTORS
GEO-LOCATION BEHAVIOR & CONTEXTYOUR
TYPICAL
EBUSINESS
CUSTOMER DEMO-GRAPHICS TIME WEEKDAY SEASONBUSINESS RISK
!Many eBusinesses make decisions based on ques3onable profitabili3es and slow, inaccurate reports can damage your business massively.
1st 2nd 3rd 4th 5th 6th 7th 8th 9th
Your marketing performance
0% 20% 10% Week 30% CONTROL PERFORMANCE INTELLIGENCE We boost your online marketing performance by 30% in 2 months 0 1st 2nd Leads, Sales Milestone 2 Milestone 1 Years PERFECT MARKETING WORLD BAD MARKETING Campaign cost Profit line PERFECT MARKETING WORLD BAD MARKETING 1st 2nd 3rd 4th 5th 6th 7th 8th 9th
Your marketing performance
0% 20% 10% Week 30% CONTROL PERFORMANCE INTELLIGENCE We boost your online marketing performance by 30% in 2 months 0 1st 2nd Leads, Sales Milestone 2 Milestone 1 Years PERFECT MARKETING WORLD BAD MARKETING Campaign cost Profit line PERFECT MARKETING WORLD BAD MARKETING
• Lost growth poten3al due to bad budget
decisions about the successful vs. the ineffec3ve channels
• Bad-‐quality customers with high refunds/
chbks converted
• No or delayed break-‐even because of
campaigns or even the en3re brand
• Lost revenue poten3al because CLV is not
considered
• High refunds/ returns/ chargebacks cannibalize
revenues
• Marke3ng burns cash in channels with no
addi3onal profit poten3al
• Zero or nega8ve profit because of lost
customer poten3al and misaligned expenditure
In the worst case, this can destroy the brand.
Growth scenario BoXomline scenario
Consequences
At a minimum, growth poten8al and cost saving poten8al are not realized. If not tackled, uncontrolled marke8ng can lead to budget excession and cause mandatory scale-‐down of marke8ng.
OUR SOLUTION: APPLICATA SOFTWARE
!•
Cloud-‐hosted browser
applica3on
•
Used by you, managed by us
•
Unlimited users
•
Role-‐based rights
•
Connects to all your data
sources
•
Dedicated, secure server
•
Monthly fees
!IT COVERS YOUR MARKETING PROCESS
!Management of Partners, Deals and contacts + activity log Complete campaign Management for all channels
APPLICATA TOOL APPLICATA SERVICE
-Performance and issue monitoring with daily data and smart alerts Automatic performance and cost import from all common marketing systems
-Standardized KPIS and advanced analytics along entire customer journey (attribution, clv projection) Full integration of business data and marketing data
-Migration of existing campaign tree into the tool
Help with choice of the best tools (besides Applicata)
-Secure connect of all sources to the Applicata tool
Transformation of collected data into an analyzable format
-Setup of the right attribution model
Concept of relevant external factors -PLAN CAMPAIGN LIFECYCLE RUN OPTIMIZE
Implementation, incl. setup of channel tracking User training Knowledge Transfer Customization
-MEASURABLE BENEFIT
!Select the good,
APPLICABLE DATA SOURCES
!Business databases
Marke8ng performance data
Web analy8cs providers
Business applica8ons/soKware
Connec8on technologies
• RESTful web services: JSON, XML, SOAP
Source systems: connec8vity is key
• Connectors to common webservices (JSON, SOAP, …) • Connectors to database systems (MySQL, Postgres, ... • Connectors to Marke3ng APIs (Adlens, Google Analy3cs, ...)
APPLICATA
’
S TECHNICAL INFRASTRUCTURE: SCALABLE AND SECURE
!Repor8ng GUI: details and customiza8on for everyone
• Drilldown to raw data • OLAP capable repor3ng • Customizable dashboards • Emailing of scheduled reports
Backend: secure and intelligent
• Amazon hosted infrastructure: Highly scalable with top notch security setup (Firewalls, SSL)
• Intelligent data defini3on and incremental loading • Fastest performance through parallelized ETL processes
PostgreSQL DB
LOAD TRANSFORM AGGREGATE
BIG DATA
AWS Redshift DB
AMAZON COMPUTING CLOUD
AWS FIREWALL
Apache Webserver with Applicata GUI (SSL Secured)
NEXT STEPS
!Control Performance Intelligence
• Kickoff: Scoping session with subject maXer experts for Marke3ng, Sales and Management • Workflow & ETL concept, technical setup
• Connec3on to marke3ng data sources, Import of exis3ng marke3ng data
• Connec3on to business systems • Setup of cos3ng feature
• AXribu3on model setup
Weeks 9 8 7 5 4 6 3 2 1 *
Typically, the introduc3on has three milestones:
1. Control: Full marke3ng campaign view in one single GUI
2. Performance: Full performance data view and automated repor3ng
3. Intelligence: Advanced customer behavior analy3cs
PRICING
!Typically, our customers are eBusiness, marke3ng agencies and incubators with a monthly ad spend of more than 50,000 EUR. That is the size, at which marke3ng organiza3on and businesses become so complex in their marke3ng ac3vi3es, that Applicata can create considerable value for them.
For the standard tool Applicata, the pricing consists of a monthly fee for the required setup: + Analy3cs server IT infrastructure
+ Per imported business data and performance data source
+ Per added advanced analy3cs feature
+ Customer specific Consul3ng and feature development are priced by man-‐hour.
What we do not charge:
- Opera3ons of the necessary IT infrastructure (“SaaS” model)
- Setup of the Applicata tool including automa3c import of exis3ng marke3ng structure
- Connec3on of data sources
- Development of analy3cs features
SUCCESS STORY: DIGITAL PERFORMANCE GMBH
!Situa8on
DP GmbH operate a complex business plaZorm with da3ng sites in 10+ countries. Their business model is about Premium subscrip3ons and a coin sales model. Their monthly marke3ng budget is 500k+. DP GmbH use various channels, e.g., SEM, SEO, Affiliates, TV, and
NewsleXers. The complexity causes fric3on in communica3on and decision-‐making, resul3ng in sub-‐op3mal budget alloca3on and thus lost profit poten3al next to inefficient spending.!
Applicata approach
The Applicata tool provided campaign management, performance controlling and repor8ng in one single GUI. This created comprehensive control over marke3ng ac3vi3es for all domains, partners, and
campaigns. Features for cost alloca8on and analysis allowed for a weekly controlling cycle. Applicata thus enabled fast and accurate decisions with its top-‐notch repor3ng suite and daily scheduled report emailing to 10+ Top Management, Marke3ng and BI team. The automated profit and CLV calcula3on allowed everyone to focus on one single KPI: Return on Investment.
Result
• Marke8ng budget upliK by 250%
ABOUT APPLICATA GMBH
!The leadership:
10+ years of relevant experience
Sebas3an Rieschel is founder and Managing Director.
The Team:
competent and mo8vated
Applicata employs a number of highly qualified IT and Online Marke3ng professionals in order develop the product con3nuously and to provide the best service to our customers.
