HUL - IT - Challenges + Metrics + Timeline + Innovation

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
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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

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Key Challenges

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

Intuition based calls

Its difficult to measure effectiveness

Digital content and digital assets layo

Utilizing firm wide d

It is critical for brands to understand w

To have activations we are using data g

Technology Platforms :Tools

Page engagement too

Analyzing online customer beh

Figure Hot spots on the Websit

Delivering customized web e

Powerful content management

Site Audience Trackin

Digital Ecosystem for DOVE campaign

The Power of PowerPoint | thepopp.com

Campaign Performance Measure

Build an agile, strategic approac

Buyer Stage: Exploration

Buyer Stage: Decision Making

Buyer Stage: Advocacy

Set objectives & review perform

Value per visit

Leads/ Lead Conversion Rat

Satisfaction & Loyalty

Advocacy & Referral

Responses per user / week

Time between Engagement

Cross Platform Linkage

Measuring Campaign Performance

Implement Customer Communication.

Manage content marketing & lead gene

Prioritise customer journeys

Impact analysis & pointers for next cam

Real Time Data

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