inOrbit 2015: Študija primera - Datafy.it

The increasing complexity of digital landscape on one side and huge business expectations on the other side are the driving force of change in e-commerce. Fueled by tons of data machine learning and artificial intelligence are slowly becoming the norm. But algorithms themselves won't be able to change the companies and deliver success. Entire companies need to change as well. How to embrace this change? Where to start and what to expect? How to organize yourselves? We'll deep-dive into data-driven digital marketing framework, followed by insights and case studies from clients and finish up with a stack of tools and takeaways you can use to produce some quick wins.

Our culture book represents a mindset we strive towards as a company. We embody these guidelines in who we are, why we exist and how we do things.

Since the beginning, TV has been used to build awareness and drive purchase intent. Entire companies and industries were built on that. But as users are now shifting to mobile, advertisers will need to learn how to build awareness and intent there. This has been a challenge for many advertisers and online media for some time. All the big players (from Google to Facebook) are now heavily investing in developing new solutions for advertisers to reach users at the top of the funnel (TOFU). While many new solutions already exist, advertisers and agencies have yet to find the perfect mix that will actually have an impact on the bottom of the funnel (BOFU) as well. The first companies to master the digital TOFU and MOFU (middle of the funnel) will be tomorrow's winners.

1) The document discusses how consumer behavior has fundamentally changed, with 80% of conversions including more than one digital channel and over 10,000 keywords used by users. 2) It emphasizes the importance of understanding the customer's entire decision journey, from initial interactions to transactions, and establishing metrics to track behavior and outcomes across different stages. 3) The author advocates adapting marketing efforts to better target users throughout their journey, with content tailored based on their needs and goals at different points in time.

This document discusses how digital marketing and consumer behavior have fundamentally changed, with more than 80% of conversion paths including multiple digital channels. It emphasizes understanding the entire customer decision journey through metrics that track consumer behavior and outcomes. This includes establishing micro and macro conversions to understand short, medium and long-term impacts. The document also stresses adapting marketing approaches based on the target group's goals, needs and the purchase funnel stage by optimizing digital channels, targeting, content and key performance indicators.

Najpogostejše napake pri optimizaciji spletnih trgovin in kako jih odpravite

Consumers are always changing. How can we adapt our digital marketing to their needs? Do we really know what their needs are? Do we know where we fail to satisfy them? Digital marketing in all its glory and complexity can be overwhelming and marketeers get "lost" fast, spending money on the wrong things. With lean digital marketing approach we will take a look at how to approach digital marketing the smart way

This document discusses becoming a data-driven organization. It recommends investing in robust data extraction and loading processes. Quick wins should be obvious improvements that were overlooked previously. Analyses should minimize friction and experimentation is important. Measurements should be focused on distributions rather than single numbers, capturing external relationships. The checklist involves investing in data, finding quick wins, being methodical, focusing on one key performance indicator at a time while changing often, and avoiding stale metrics.

The Net Promoter Score is calculated by subtracting the percentage of customers who are Detractors from the percentage of customers who are Promoters. With Google Analytics we can analyze individual segments from different perspective: acquisition, behaviour, conversions and we also can do remarketing on basis of all gathered data.