A Professional & Academic Think Tank Prof. Angelo Di Gregorio. Milano, 28 giugno 2016 Università degli Studi di Milano-Bicocca

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1 A Professional & Academic Think Tank Prof. Angelo Di Gregorio 1 Milano, 28 giugno 2016 Università degli Studi di Milano-Bicocca

2 Nick Burling Very proud today A bit over 4 months ago I was unemployed with no career prospects. In May I started working at Sydney Motor Group (incorporating Sydney City Nissan and Renault. I started selling roughly cars a month. At the beginning of September I was asked to take over the Internet Sales of Nissan which was roughly averaging about 6 cars a month. In the last month I have just 25 Nissan's (an increase of over 400%) and 5 Renault's. In recognition of this effort, as of tomorrow I assume my new role as Internet Manager for both Nissan and Renault and started moving into my new office 2

3 Nick Burling Very proud today A bit over 4 months ago I was unemployed with no career prospects. In May I started working at Sydney Motor Group (incorporating Sydney City Nissan and Renault. I started selling roughly cars a month. At the beginning of September I was asked to take over the Internet Sales of Nissan which was roughly averaging about 6 cars a month. In the last month I have just 25 Nissan's (an increase of over 400%) and 5 Renault's. In recognition of this effort, as of tomorrow I assume my new role as Internet Manager for both Nissan and Renault and started moving into my new office 3

4 Nick Burling Very proud today A bit over 4 months ago I was unemployed with no career prospects. In May I started working at Sydney Motor Group (incorporating Sydney City Nissan and Renault. I started selling roughly cars a month. At the beginning of September I was asked to take over the Internet Sales of Nissan which was roughly averaging about 6 cars a month. In the last month I have just 25 Nissan's (an increase of over 400%) and 5 Renault's. In recognition of this effort, as of tomorrow I assume my new role as Internet Manager for both Nissan and Renault and started moving into my new office Ma cosa vende Nick? 4

5 Nick Burling Ma cosa vende Nick? 5

6 4 Concessionari 1 3 TV 2 Stampa Internet 6

7 Concessionari TV Stampa Internet Ma come misurare performance, attribuire risultati e gestire i conflitti tra canali? Diversi touchpoint sono coinvolti nel processo di acquisto 7

8 Marketing Innovation Hub Come guidare e non subire il cambiamento imposto dalla evoluzione della tecnologia digitale? Ma come misurare performance, attribuire risultati e gestire i conflitti tra canali? Diversi touchpoint sono coinvolti nel processo di acquisto 8

9 Marketing Innovation Hub Ruolo e performance dei social media nella gestione aziendale Team con più di 20 ricercatori Oltre imprese coinvolte operanti in paesi europei Dall e-commerce al social commerce Quali effetti sulle performance aziendali? Social media & CRM Il digital per la gestione della relazione col cliente 9

10 Marketing Innovation Hub Pubblicità televisiva Contenuti generati dagli utenti Contenuti condivisi direttamente dalle aziende Effetto su brand awareness, qualità percepita e brand loyalty Negativo Indifferente o negativo Positivo Quali reazioni degli utenti sui social? I Fan della Social media & CRM Il digital per la gestione della relazione col cliente 10

11 Marketing Innovation Hub Il convegno di oggi vuole essere un punto di partenza per ripensare alle attività di targeting della domanda alla luce della digital trasformation Social media & CRM Il digital per la gestione della relazione col cliente 11

12 Marketing Innovation Hub Networking tra manager & ricercatori per condividere le esperienze I benefici per i partner Accesso privilegiato ai report e ai dati delle analisi Incontri riservati per la condivisione dei risultati Partecipazione attiva ai convegni/workshop Un think tank per confrontarsi su come: Misurare i risultati Realizzare benchmark Valutare le soluzioni organizzative 12