You are on page 1of 7

Key Challenges

Key issues being faced by the IT/Brand team for Dove

Tracking campaign
performance

Intuition based calls

Its difficult to measure effectiveness


of and the return on investment on a
campaign if the right parameters are
not tracked.

Digital content and digital assets layo


ut changes are usually intuition/ aest
hetics based calls.
There is a need to back these up by d
ata based insights and consumer sen
timent.

Understanding custo
mer journey

Utilizing firm wide d


ata

It is critical for brands to understand w


hat are the digital traffic highways in th
eir eco-system which is currently ignor
ed.
This will help in better targeting and op
timizing offerings to customers.

To have activations we are using data g


enerated from the select brands in que
stion.
There is a treasure trove of data within
the same product category that can be
leveraged for a customized media cam
paign.

Brand consistency
The message relayed by all platforms f
or a brand needs to be aligned and co
nsistent. The whole is greater than the
sum of its parts.
All the customer touchpoints need to r
einforce the same idea

Deployment lags
Deployment needing budget and signo
ffs from the brand teams might hamp
er decision making process Module ba
sed tools allowing customization can h
elp make the feedback and implement
ation loop dynamic

Technology Platforms :Tools


Tools for evaluating each specified parameter of the digital campaign

Customer Behavior A
Creative
Director
nalysis

Page engagement too


Enabling data based
ls design/content

Content Management

Analyzing online customer beh


avior to turn more visitors to cu
stomers, aligning customer beh
avior with initiatives.

Figure Hot spots on the Websit


e, How users click & Scroll thro
ugh the website Visual Hotsp
ot Mapping.

Delivering customized web e


xperience for all customers, E
fficient Content positioning.

Powerful content management

Site Audience Trackin


Benchmark performance and dis
g
cover opportunities
To understand and track our cu
rrent market share, Identifying
new competitors and nascent
marketing trends.

Digital Ecosystem for DOVE campaign


ICON

ICON

ICON

ICON

ICON

ICON

The Power of PowerPoint | thepopp.com

Campaign Performance Measure


ment
Key Metrics

01

02

03

04

Plan

Reach

Act

Engage

Build an agile, strategic approac


h to digital marketing

Buyer Stage: Exploration

Buyer Stage: Decision Making

Buyer Stage: Advocacy

Key Measures:

Key Measures:

Key Measures:

Set objectives & review perform


ance using summary dashboar
ds and KPIs

Unique Visitors

Value per visit

Fans/Followers

Inbound Links

Leads/ Lead Conversion Rat


e

Repeat Purchase

Time on site

Satisfaction & Loyalty

Shares/comments/likes

Advocacy & Referral

Responses per user / week

Time between Engagement

Cross Platform Linkage

Key Objectives:
Drive relevance with an emotional connection to Dove
Drive popularity through top of mind awareness
Increase penetration
Increase in purchase intent & average lift in brand preference

Measuring Campaign Performance


3 month timeline
Review potential to increase customer
activity levels
Optimise your digital communications

Implement Customer Communication.

Reach

Engage

Day 0

Day 60

Review
marketplace & set
objectives

Day 30

Day 90

Act

End

Manage content marketing & lead gene


ration

Closure

Prioritise customer journeys

Impact analysis & pointers for next cam


paign

Digital Innovation
Seamless IT Integration

Real Time Data


The marketers have access to real time data which inclu
de user behavior and user responses

Dynamic Feedback
Continuous feedback by leveraging the power of integrate
d data across all platforms to improve campaign efficiency

Across platforms
Data from one tool can be used as input to another and
the hence increases the processing flexibility

Powered by AI
AI to power the cloud integration of all platforms using a c
ommon backend infrastructure

What is Innovative
Using the power of AI

Using predictive analytics: Mostly what we do is descriptive analytics (how many, how much, how often). We need to develop models using predicti
ve analytics to discover the relationships among the factors that impact ROI or other variables
Virtual Reality & Artificial Intelligence are two biggest emerging trends in digital journey. We need to create an eco-system where people can inter
act with the brand 24X7. Chat bots and Language Processing is already allowing customers to do a lot in this domain. We need to leverage this tech
nology integrate it with available digital assets to provide personalized service to the customer