Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma...
Transcript of Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma...
![Page 1: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/1.jpg)
#IABnl
SMT 21 SEPTEMBER
Programma
Wijnand Meijer – TrueClicks
Koen Vanderhoydonck – Google
Erwin Bosscher – ExpandOnline
![Page 2: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/2.jpg)
Wijnand Meijer Co-founder & CEO TrueClicks
Structuur in je strategie met SOSTAC
![Page 3: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/3.jpg)
Q&AHet SOSTAC® model,
in combinatie met RACE
Handige tools en bronnen bij
het maken van je strategie en
plannen
Inventarisatie van de
strategie dienstverlening en
het gebruik van frameworks
& modellen bij Nederlandse
bureaus
Vandaag
VragenTools &
BronnenSOSTAC& RACE
Bureaus in NL
![Page 4: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/4.jpg)
Inventarisatie
![Page 5: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/5.jpg)
70%
57%
35%
Websites van 23 bureaus
![Page 6: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/6.jpg)
Details per bureau
![Page 7: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/7.jpg)
Storm Digital - Werkwijze
https://www.stormdigital.nl/werkwijze/
![Page 8: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/8.jpg)
Traffic Builders - REAN
https://www.traffic-builders.com/diensten/online-strategie/
![Page 9: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/9.jpg)
Orange Valley –Maturity & Touch, Tell, Sell
https://orangevalley.nl/visie/online-maturity-model/ https://orangevalley.nl/visie/customer-journey/
![Page 11: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/11.jpg)
Maxlead – SOSTAC®
https://www.maxlead.com/diensten/online-strategie/
![Page 12: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/12.jpg)
SOSTAC ®
![Page 13: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/13.jpg)
Waarom SOSTAC ®?
• Bewezen en gewaardeerd (gekozen in top 3 marketingmodellen aller tijden)
• Makkelijk te leren en te onthouden
• Logisch
• Duidelijk
• Flexibel
• Goed gedocumenteerd: boeken, YouTube, certificering via sostac.org,
voorbeelden op Smart Insights
“You can adapt SOSTAC® anyway you want. You can move a lot of the Situation Analysis into the
Appendices if you prefer.
Use your own approach to writing your preferred Objectives.
The most flexible section is ‘Strategy’, where I list the key components to consider. You may prefer to
use just a handful of these components to develop a great strategy (as long as you have at least
considered all the key components which I list).
Some people juggle subsections of Tactics with the Action section. That’s fine.”
![Page 15: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/15.jpg)
Analyse, doelstellingen en strategie Uitvoering, planning en controle
SOSTAC ®
Situation analysis: waar zijn we nu?
Objectives: waar willen we zijn?
Strategy: hoe komen we daar?
Tactics: hoe komen we daar precies?
Details van ‘Strategy’
Actions: wie doet wat?
Details van ‘Tactics’
Control: hoe weten we of we er zijn?
![Page 16: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/16.jpg)
In combinatie met RACE
• SOSTAC = Strategie & proces.
Jaarlijks uit te werken
• RACE = Doelen, KPI’s, tactieken, kanalen.
Kan elk kwartaal gebruikt worden
http://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/
![Page 17: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/17.jpg)
Of in combinatie met See, Think, Do, CareRACE en STDC komen op hetzelfde neer. En aangezien Avinash altijd gelijk heeft,
kun je ook prima zijn framework gebruiken
“I love frameworks because they achieve the
incredible in that they allow you to teach people
how to think, rather than giving them a fish. A
mixed metaphor, but you get my point.”
Avinash Kaushik
![Page 18: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/18.jpg)
In combinatie met RACE
http://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/
![Page 19: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/19.jpg)
In combinatie met RACE
![Page 20: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/20.jpg)
In combinatie met RACE
![Page 21: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/21.jpg)
Tools & Bronnen
![Page 22: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/22.jpg)
Situation Analysis – Wie is de klant?
• Google Analytics: Audience report - Demographics & Interest – AdWords: Audience Insights
![Page 23: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/23.jpg)
Situation Analysis – Wie is de klant?
• Facebook Audience Insights
• Twitter Analytics & Moz Followerwonk
![Page 24: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/24.jpg)
Situation Analysis – Wie is de klant?
• Personas? Zorg wel dat ze ‘actionable’ zijn. Cartoon hieronder heb ik helaas vaak genoeg bijna
letterlijk meegemaakt.
Gebruik bv. de Smart Insights Persona Toolkit & Research Guide.
Alternatief (mijn voorkeur): het Jobs-to-be-done framework – ‘Waarom?’ i.p.v. ‘Wie?’
![Page 25: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/25.jpg)
Situation Analysis –Waarom koopt de klant (niet)?
• On-site analytics & feedback: Hotjar recordings, heat maps, feedback, surveys.
• Welke behoefte uit de piramide van Maslow bevredigt het product / de dienst?
• Jobs-to-done:
• En uiteraard research op blogs, fora, review websites, etc.
![Page 26: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/26.jpg)
Situation Analysis – Hoe koopt de klant?• Ook weer Hotjar (of vergelijkbaar) voor heat maps en recordings.
• De customer journey via Google Analytics Multi-Channel Funnels, maar kijk ook naar de
apparaten, browsers en resoluties van je bezoekers.
• Consumer Barometer with Google
• Google Trends
• User testing via partijen als UsabilityHub, TryMyUI en UserTesting (of: The User Is Drunk)
![Page 27: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/27.jpg)
Situation Analysis – Concurrentieanalyse
• Websitebezoek en engagement: SimilarWeb, voorbeeld searchengineland.com:
![Page 28: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/28.jpg)
Situation Analysis – Concurrentieanalyse
• Search – Organic & Paid: SEMrush
• Search – Organic: Moz Pro, Ahrefs, Majestic
• Search – Paid: The Search Monitor
• Social: Buzzsumo, Simply Measured, Social Crawlytics
• Display: Adbeat & WhatRunsWhere
![Page 29: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/29.jpg)
Situation Analysis – Concurrentieanalyse
• Framework: Urbany & Davis 3 circle model
![Page 30: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/30.jpg)
Situation Analysis – Interne competenties
• Smart Insights: How Good (or Bad) is your Digital
Marketing?
• Adobe Digital Marketing Maturity – Self-Assessment
Tool
• Adobe Campaign Management Self-Assessment Tool
• Adobe Optimization Maturity Self-Assessment Tool
• Adobe Analytics Capability-Maturity Self-Assessment
Tool
![Page 31: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/31.jpg)
Strategy - Waardepropositie
• Value Proposition Design & Canvas
![Page 32: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/32.jpg)
Strategy - Templates
Your Strategy Template (simple version)
Summarize into a succinct (short) strategy statement:
Achieve … sales and mkt share ……. by targeting……., positioned
as………
over a 1/2/3 stage campaign …… using (list main tools including
content strategy, PPC/SEO?)….
Partnering with…..
Integrating customer data from….Marketing Automation and data
Integration from social media to click behavioural (digital body
language) to CRM and sales databases.
![Page 33: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/33.jpg)
Strategy - TemplatesYour TOPPP SITES Strategy Template (comprehensive version)
Fill in and use whichever bits in whatever order feels right – delete the rest
To achieve ………………………………………………………. sales (Objectives)
from ……………(how many?) customers generating ……..….% market share from by………..…..(when)
by Targeting (target markets and personas)
Positioned as …………………………………….…………… (crystal clear positioning)
delivering …………………………………………..(what kind of a customer experience)
over ………………………. (how many Stages programme e.g. gaining endorsement from influencers; generating awareness
initially followed by sales)
using …………………….……………(which main Tactical Tools/channels (NB Content Marketing may be a significant component –
some strategies are built around Content Marketing) and Partnering with………………………................... (are there any strategic
partners that help you extend your reach or add value to your proposition?) and Integrating customer data ………………………
(which sources - both online and offline)
Using………………………………………………………(any new Processes, e.g. marketing automation, data integration, etc.).
To Engage ……………………………………………(prospects, customers and advocates)
at……………………………………….. (specify which level of engagement [low level: liking/sharing, ratings, reviews and discussions
or collaborative co-creation] crowd sourcing ideas)……………………………………
Requiring a budget (Spend) of…………..…. (increasing or reducing in stages 1,2,and 3) and with a team of…………
![Page 34: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/34.jpg)
Your Strategy needs a Strategy
![Page 36: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/36.jpg)
Confidential + Proprietary
Agility, flexibility & scalability (bingo!)
September, 2017
Koen Vanderhoydonck
![Page 37: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/37.jpg)
Confidential + Proprietary
Without strategy execution is aimless,
without execution strategy is useless
![Page 38: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/38.jpg)
Confidential + Proprietary
We’re more connected than ever before
Resulting in an explosion of data points and signals
![Page 39: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/39.jpg)
Confidential + Proprietary
This fundamentally changed the inner workings of GoogleAnd led us to believe we’re shifting towards an AI-first world
![Page 40: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/40.jpg)
Confidential + Proprietary
Meaning our engineers have had to change their way of workingFrom programming a clearly defined set of rules, to structuring the machine learning algorithms in the
right way while providing these with enough good quality data
![Page 41: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/41.jpg)
Confidential + Proprietary
Moving from traditional programming to machine learningThe way we structure the sub functions and the quality of the data we feed the algorithms determines
the success of the model
![Page 42: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/42.jpg)
Confidential + Proprietary
![Page 43: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/43.jpg)
Confidential + Proprietary
The changes underway apply to nearly all parts of businessYou can already see in Google’s advertising solutions today how they allow
online marketeers to approach their job differently
![Page 44: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/44.jpg)
Confidential + Proprietary
In a nutshell - for us too it’s time to reconsider our way of working Machine learning is based around one key principle - using data to answers questions
Marketeers can use this idea in practice to bridge the gap between strategy and execution
![Page 45: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/45.jpg)
Confidential + Proprietary
#1 - Be the social butterfly you always wanted to beDefine what you want to accomplish with your search activities
Online
Marketing
“I only want to
spend marketing
budget on search
terms that
actually drive
sales”
Category
Management
“I don’t care
about ROAS, I
need visibility
and traffic”
Finance
“I don’t care
about sales,
I care about
profit”
Buying
“I need extra
focus on
overstock items”
![Page 46: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/46.jpg)
Confidential + Proprietary
#2 - Release your inner EinsteinMake sure you get the right data into your feed and structure your feed in such a way
that you are able to execute on your strategy
Custom
labelDefinition Example values Source
0Page
TypeCategory; Product; Brand Sitemap
1 ROASNegative; Low; Mid; High;
ExtremePerformance data
2 MarginNegative; Low; Mid; High;
ExtremeMargin data
3Promotio
nsOn sale; Not on sale
Product information
data
![Page 47: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/47.jpg)
Confidential + Proprietary
Audiences
Medium margin
Branded search
Low margin
High margin
Consolidate campaigns when their key objectives
(e.g. margin, ROAS, etc.) are aligned
Locations Devices
Campaigns
#3 - Design your setup for commercial successStructure campaigns based on your business objectives
Catch-all
![Page 48: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/48.jpg)
Confidential + Proprietary
#4 - Consider opting into automated solutions to do the hard work for youThis will allow you to free up precious time to add in the extra data points you need to get the optimal results
Audiences
Medium margin
Branded search
Low margin
High margin
Locations Devices
Catch-all
Target CPA X+I
Maximize clicks
Target CPA X+II
Target CPA X
eCPC
Search inventory campaigns
Manual keywords
Search inventory campaigns
Search inventory campaigns
Dynamic search ads
Campaigns Bidding Campaign type
![Page 49: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/49.jpg)
Confidential + Proprietary
First-party data is the true backbone of
your online marketing campaigns
Combine and merge all needed data
points from different systems
&
Translate raw data in actionable labels
that help you to execute on your
strategy
Define a campaign structure that
matches your business goals
&
Steer your campaigns towards
your true commercial objectives
Campaign structure and goals are the
way you control your performance
In summary - Agility, flexibility and scalability
![Page 50: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/50.jpg)
Confidential + Proprietary
Extra - Move fast, break things and proudly own your mistakesStart simple, design your setup for flexibility and make sure you automate repeating tasks
Share your failures, best practices and lessons learned so others can benefit from your experiences
![Page 51: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/51.jpg)
Confidential + Proprietary
Bringing it all together - First party data rules this landNew partnerships will have to form in order to execute on your strategy
![Page 52: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/52.jpg)
Confidential + Proprietary
Thank you for your timeThe please was all mine
![Page 53: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/53.jpg)
Did you consult today?Sept 21st, 2017
![Page 54: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/54.jpg)
![Page 55: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/55.jpg)
![Page 56: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/56.jpg)
“The era of digital marketing is dead”
Marc Pritchard | Global brand building officer Procter & Gamble @ DMEXCO ‘17
![Page 57: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/57.jpg)
Marketing buzzword bingo
![Page 58: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/58.jpg)
![Page 59: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/59.jpg)
![Page 60: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/60.jpg)
A look into our kitchen
12 ways how we think as an agency
![Page 61: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/61.jpg)
“Stop armwrestling with other suppliers”
1
![Page 62: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/62.jpg)
Sell
Brand
Traffic
The heart & mind of your
digital business
Experience
![Page 63: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/63.jpg)
“Never ship something not worth shipping”
2
![Page 64: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/64.jpg)
“Stop with sales bonus incentives”
3
![Page 65: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/65.jpg)
“Stop with team bonus incentives”
4
![Page 66: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/66.jpg)
“If your team dislikes the client, fire them”
I mean the client….
5
![Page 67: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/67.jpg)
“Don’t think channel. Think challenge”
6
![Page 68: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/68.jpg)
“Say no when you don’t believe in the case/client”
7
![Page 69: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/69.jpg)
“Always know the finish line”
8
![Page 70: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/70.jpg)
“Laugh”
9
![Page 71: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/71.jpg)
“Teach”
10
![Page 72: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/72.jpg)
“Challenge”
11
![Page 73: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/73.jpg)
Every day ask yourself :
12
“Did you consult today?”
![Page 74: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/74.jpg)
Part of
![Page 75: Wijnand Meijer TrueClicks Koen Vanderhoydonck Google Erwin ... · #IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer –TrueClicks Koen Vanderhoydonck –Google Erwin Bosscher –ExpandOnline](https://reader034.fdocuments.net/reader034/viewer/2022042314/5f0266f87e708231d40419a0/html5/thumbnails/75.jpg)
#IABnl
PRAAT MEE OP SOCIAL MEDIA
• Facebook / Twitter: @IABnl
• Instagram:@IABnederland
• Linkedin: /company/iab-netherlands
Op alle kanalen
via #IABnl