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DATI + CONTENUTI + MEDIA

La prima metodologia integrata sviluppata sugli “stati di bisogno” degli utenti basata su KPI di performance sui canali digitali
(paid, owned e earned)

VIDEO
versione italiana

DATI + CONTENTS + MEDIA

The first integrated methodology developed on users’ need states and based on digital channels’ performance KPI
(paid, owned and earned)

VIDEO
Milano, 23 gennaio 2024  KPMG, network globale di società di servizi professionali per le imprese attivo in 143 paesi del mondo, cresce nel mondo dei servizi di digital marketing con l’obiettivo di accompagnare aziende del settore industriale e consumer nell’ideazione e realizzazione di strategie integrate di marketing.  Il leader globale dei servizi professionali all’impresa aggiunge, infatti, al suo portfolio la metodologia ‘Organica’, sviluppata dall’agenzia FGMC, guidata da Francesco Giromini.
Milan, Jan. 23, 2024KPMG, a global network of professional business services firms active in 143 countries around the world, is growing in the world of digital marketing with the aim of accompanying companies in the industrial and consumer sectors in the design and implementation of integrated marketing strategies. The global leader in professional business services adds to its portfolio the ‘Organica’ methodology, developed by FGMC agency, led by Francesco Giromini.

L’evoluzione del modello comportamentale

MESSY MIDDLE

I consumatori sono cambiati, e così il loro modo di prendere decisioni.

Il nuovo modello teorizzato da Google, il MESSY MIDDLE, è caotico e iterativo.

Il funnel, che parte dal trigger fino al momento dell’acquisto, non è più lineare, ma una complicata rete di touchpoint che varia da consumatore a consumatore.

In questo nuovo modello, i bias cognitivi di ciascuno giocano un ruolo fondamentale durante l’intero processo.

Fonte: Google

BEHAVIOURAL MODEL EVOLUTION

MESSY MIDDLE

Consumers have changed, and their behavioral process changed too.

The new model, MESSY MIDDLE, is chaotic and iterative.

The funnel, starting from the trigger moment till the purchase moment, is not linear but a complex touchpoint network varying from consumer to consumer.

In this new model, cognitive biases play an important role during the whole process.

Source: Google

ORGANICA:

Un modello integrato e innovativo

  • La nostra metodologia proprietaria si basa sulla comprensione degli stati di bisogno degli utenti (micro moment) con l’integrazione delle ultime Intelligenze Artificiali generative.
  • l’analisi dei dati ci permette di determinare i funnel di conversione e i KPI.
  • le A.I ci aiutano a identificare la corretta content strategy e la produzione di contenuto.
  • I nostri tool proprietari di tracciamento dati ci permettono di aumentare le performance sia organiche che paid.
  • Attraverso le dashboard monitoriamo i KPI in tempo reale.

ORGANICA:

INTEGRATED AND INNOVATIVE METHODOLOGY

  • Our proprietary methodology is based on the comprehension of users’ need states (micro-moments) integrated with the latest Generative Artificial Intelligence.
  • Data analysis allows us to identify conversion funnels and KPIs.
  • AI helps us identify the correct content strategy and guides our content production.
  • Our proprietary tracking tools allow us to increase both paid and organic performances.
  • We monitor KPIs in real time through dashboards.

METODOLOGIA (BU) E servizi integrati

BEHAVIOURAL MAPPING & FUNNELING

La nostra metodologia proprietaria & gli algoritmi con A.I. ci permettono di analizzare e mappare gli “stati di bisogno” degli utenti sui motori di ricerca e definire aree semantiche competititve per Brand e Prodotto.

  • “Users’s need state” Market Analysis & mapping
  • Content Analysis
  • UX-UI performance assessment
  • Funnel analysis & development
  • Digital strategy

 

DATA DRIVEN CONTENT & PRODUCTION

Con il supporto della nostra metodologia sviluppiamo Creative Concept e contenuti data driven (video/photo/text) basati sugli stati di bisogno e le preferenze degli utenti.

  • Consumer Engagement platform
  • Video/Photo content production & post production
  • Content Analysis
  • Scripting & SEO editing
  • Website development

SOCIAL MEDIA & ACTIVATION

La gestione dei canali viene integrata all’interno della metodologia con l’obiettivo di aumentare le performance delle  strategie digitali con particolare focus su KPI qualitativi di conversione.

  • Social media management
  • Editorial “data driven” production (PED)
  • Social Media Analysis
  • Social Media plannig & monitoring

A.I. MEDIA PERFOMANCE ADV

Attraverso la nostra piattaforma proprietaria ODMP (Organica Data Media Platform Tracking&Analytics ) in combinazione con piattaforme A.I. siamo in grado di incrementare le performance dei website e della Digital ADV.

  • OMDP_Organica Media Data Platform for performance planning & tracking
  • Google ADS, Meta, TikTok & Programmatic planning
  • Data visualization (Dashboard)

METHODOLOGY STEPS (BU) AND INTEGRATED SERVICES

BEHAVIOURAL MAPPING & FUNNELING

Our proprietary methodology & AI-powered algorithms allow us to analyse and map users’ need states on search engines and identify competitive semantic areas for Brand and Product.

  • “Customer need states” Market Analysis & mapping
  • UX – UI – SEO assessment
  • Content & Funnel analysis
  • Digital strategy

DATA DRIVEN CONTENT & PRODUCTION

With the support of our methodology we develop Creative Concepts and data-driven contents (video/photo/text) based on users’ need states and preferences.

  • Consumer Engagement     platforms
  • Video/Photo content production & post production
  • “Data Driven” Content & SEO editing
  • Website development

SOCIAL MEDIA & ACTIVATION

Channels management is integrated into the methodology to increase digital strategy performances with focus especially on qualitative conversion KPIs.

  • Social Media Analysis
  • Social Media Management
  • Editorial “data driven” production (PED)
  • Social Media planning & monitoring

A.I. MEDIA PERFOMANCE ADV

Through our proprietary platform ODMP Tracking&Analytics combined with AI-powered platforms we are able to increase website and digital ADV performances.

  • OMDP_Organica Media Data Platform for performance tracking & optimization
  • Google ADS, Meta, TikTok, Programmatic buying & planning
  • Data visualization (Dashboard)

FROM DATA
TO BUSINESS KPI

  • Intercettare gli utenti è sempre più complesso.
  • Convertire l’audience quasi un miraggio.
  • Ogni progetto di comunicazione digitale diventa una matrice di variabili complessa da determinare e gestire.
  • I dati sono sempre quasi eterogenei e poco aggregabili. Spesso Incomprensibili
  • I KPI di progetto sono quasi sempre legati a metriche media (copertura/CPM/ CPA/ ER…) piuttosto che a performance reali (sales e fatturato) .
2009

BEGINNING TO RESEARCH

A team of marketers, communication consultants, software developers, and web marketing specialists, in collaboration with Pisa University, started to explore a growing territory of opportunities no one was able to intercept.

11-19

THE R&D PHASE IS DONE

The 85% of organic search milestone gets reached, the funnel page ecosystem is tested and deployed, and the proprietary algorithm is mentioned at “The Web Conference” in San Francisco.

01-20

the affiliation program

In order to distribute the methodology and spread it worldwide an affiliation program is conceived to address all media and advertising agencies that want to deeply dive into the organic media model.

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