BRAND
RELATIONSHIP
EQUITY
The ability to build
long-term relationships
12-6-2014 1
INTRODUCTION
@BNieme
• Founder Adversitement, O2MC,
Digital Power
• 10 years in financial sector -
transparency
• Digitall...
ADVERSITEMENT GROUP
12-6-2014 3
BRAND
VALUE
• So what would they miss
if your brand was not
around anymore?
• Why would they invest in
a relationship with...
WE NEED TO BUILD
12-6-2014 5
TRUST.
12-6-2014 6
CAN I
TRUST
Y O U ?
• Safety
• Transparency
• Honesty
• Convenience
• Doing good
• Permission-based
interactio...
HELLO?
We want to have relevant experiences!
15 billion connected devices // 2016: $ 232,000,000,000 investment
12-6-2014 7
ARE YOU
RELEVANT?
• Do you care
enough about me?
– Are you improving my life?
• Are you trying to
create a better
world?
•...
I BELIEVE IN
DIGITAL TRANSPARENCY3
1.Empowering pro-active data driven companies towards digital business
excellence.
2.De...
1012-6-2014
I BELIEVE IN
DIGITAL
TRANSPARENCY3
DIGITAL TRANSPARENCY3
11
DIGITAL TRANSPARENCY3
12
People, platform, process
12-6-2014 13
BIG DATA,
BIG DEAL
• What’s
going on?
• Where to
find real
value?
12-6-2014 14
HYPER-CONNECTED ECONOMY
The internet of everything
12-6-2014 15
WE PRODUCE DATA
EVERY
SECOND By 2020: 40 ZB a year
12-6-2014 16
12-6-2014 17
ON PURPOSE/
OFF PURPOSE?
WE HAD MULTIPLE WAKE-UP CALLS
TODAY’S
SOLUTIONS …
are not even close
to solving
tomorrow’s Big Data
challenges
12-6-2014 18
12-6-2014 19
ONLY 15%
of global companies
is able to exploit big
data in 2015.
Adapt new
technologies
to utilise:
Volume, ...
TODAY’S BIG DATA
CHALLENGES & COMPLEXITY
Business Applications
Inefficient siloed data for Marketing and Sales application...
Long-term strategic value
Improved reputation and customer
experience and agile competitive
advantage
Short-term operation...
HIGHEST LEVEL: PRESCRIPTIVE
12-6-2014 22
DimML
The new intuitive
data science language
• Transparent code
• Reducing code (SLoC)
• 100% data ownership
12-6-2014 23
OPPORTUNITY
Improved Business
Create any applications through a single line of code, reducing time and costs
.
Data Life C...
BUSINESS IT
12-6-2014 25
Ingest any data source
Relevant information
Better insights
Smarter decisions
Improved profitabil...
SIMPLE
SECURE
SUSTAINABLE
BIG DATA
LEVERAGE
The right data
In the right place
Relevant results
Real-time
Any time
2612-6-2...
LET’S INTERACT
12-6-2014 27
TIME TO TAKE A STAND
12-6-2014 28
2912-6-2014
Do you believe
transparency has
an impact on your
reputation and CX?
A FOOL
WITH A
TOOL
3012-6-2014
3112-6-2014
Are your tools
backed-up by the
right knowledge?
DATA,
DATA,
DATA…
12-6-2014 32
3312-6-2014
What comes first?
Purpose or
collection?
12-6-2014 34
3512-6-2014
How do you
leverage the power
of data today?
12-6-2014 36
3712-6-2014
Are content
marketing and
storytelling today’s
most relevant ways
to address the
market?
GOOGLE’S MONOPOLY
12-6-2014 38
3912-6-2014
Can we truly say
we are independent
and in control?
EVERYBODY HAS THE RIGHT
12-6-2014 40
TO BE FORGOTTEN
4112-6-2014
Will it make a
difference if you
offer this right to
your customers?
12-6-2014 42
4312-6-2014
Do you think data
technology should
be at the heart of
your business
strategy?
“TRY NOT
TO BECOME
A MAN OF
SUCCESS
BUT A MAN
OF VALUE.”
12-6-2014 44
4512-6-2014
Do you believe the
definition of success
is changing?
CASES
• Dutch charity:
Roadmap for
Online Excellence
• Bank: Guaranteed
Actionable data
• Telecom
provider:
Guaranteed
Dat...
DUTCH CHARITY:
ROADMAP ONLINE
EXCELLENCE
12-6-2014 47
Starting point 2009:
DUTCH CHARITY:
ROADMAP ONLINE
EXCELLENCE
12-6-2014 48
January 2013:
WEB ANALYTICS MATURING
Ambition 2009 - 2012
Ambition 2013 - 2014
12-6-2014 49
ACHIEVEMENTS &
12-6-2014 50
LEARNINGS
ACHIEVEMENTS:
• Many steps taken (in the right
order)
• Tangible experience with
different optimisation methods
• Good inf...
LEARNINGS:
• Roadmap progress
delayed by full IT-
releases 2010-2012
• Unforseen influence from
changed legislation
• Adop...
AMBITIONS
2013 - 2014
• Create budget for web
analytics knowledge
– On-premise web analyst
and training
– Functional remot...
BANK:
ACTIONABLE
DATA
• Implementation
Adobe Analytics
– Define business
impact
– On-demand
consultancy
• Tealium Tag
Mana...
BANK:
ACTIONABLE
DATA
12-6-2014 55
• SIMPLE
– All data requests handled
by CDS Service Desk
• SECURE
– Consent puts visito...
12-6-2014 56
TELECOM
PROVIDER:
GUARANTEED
DATA QUALITY
• Controlled
Delivery System
– All systems
implemented and
function...
12-6-2014 57
TELECOM PROVIDER: QMON
• No more data quality issues
• Monitors 100% of the data
• Tests true behavior
• All ...
12-6-2014 58
• SIMPLE
– Single point of contact
for all enhancements
and services
• SECURE
– Data quality monitored
and gu...
BRAND
RELATIONSHIP
EQUITY
Bob Nieme 05/06/2014
12-6-2014 59
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Nijenrode Masterclass 2014 - Online Marketing Strategie & Social Media

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Nijenrode Masterclass 2014 - Online Marketing Strategie & Social Media

  1. 1. BRAND RELATIONSHIP EQUITY The ability to build long-term relationships 12-6-2014 1
  2. 2. INTRODUCTION @BNieme • Founder Adversitement, O2MC, Digital Power • 10 years in financial sector - transparency • Digitally active since 2000 • Privacy by Design Ambassador • Board of Advisory TU/e M&I • Married and 4 children • Hockey – Golf • Non reader; scanner • Passion keydriver to get results 212-6-2014
  3. 3. ADVERSITEMENT GROUP 12-6-2014 3
  4. 4. BRAND VALUE • So what would they miss if your brand was not around anymore? • Why would they invest in a relationship with you? 12-6-2014 4 “Consumers state that 70% of the brands they buy are fully exchangeable.”
  5. 5. WE NEED TO BUILD 12-6-2014 5 TRUST.
  6. 6. 12-6-2014 6 CAN I TRUST Y O U ? • Safety • Transparency • Honesty • Convenience • Doing good • Permission-based interaction • Earned attention
  7. 7. HELLO? We want to have relevant experiences! 15 billion connected devices // 2016: $ 232,000,000,000 investment 12-6-2014 7
  8. 8. ARE YOU RELEVANT? • Do you care enough about me? – Are you improving my life? • Are you trying to create a better world? • Do I really get a voice? • Are you respecting my timing? 12-6-2014 8
  9. 9. I BELIEVE IN DIGITAL TRANSPARENCY3 1.Empowering pro-active data driven companies towards digital business excellence. 2.Develop and improve trusted digital experiences for internet users. 3.Facilitate a secure infrastructure and by regulators. 12-6-2014 9
  10. 10. 1012-6-2014 I BELIEVE IN DIGITAL TRANSPARENCY3
  11. 11. DIGITAL TRANSPARENCY3 11
  12. 12. DIGITAL TRANSPARENCY3 12
  13. 13. People, platform, process 12-6-2014 13
  14. 14. BIG DATA, BIG DEAL • What’s going on? • Where to find real value? 12-6-2014 14
  15. 15. HYPER-CONNECTED ECONOMY The internet of everything 12-6-2014 15
  16. 16. WE PRODUCE DATA EVERY SECOND By 2020: 40 ZB a year 12-6-2014 16
  17. 17. 12-6-2014 17 ON PURPOSE/ OFF PURPOSE? WE HAD MULTIPLE WAKE-UP CALLS
  18. 18. TODAY’S SOLUTIONS … are not even close to solving tomorrow’s Big Data challenges 12-6-2014 18
  19. 19. 12-6-2014 19 ONLY 15% of global companies is able to exploit big data in 2015. Adapt new technologies to utilise: Volume, Velocity, Variety, Veracity
  20. 20. TODAY’S BIG DATA CHALLENGES & COMPLEXITY Business Applications Inefficient siloed data for Marketing and Sales applications . Data Life Cycle Management Inefficient and very costly data management process 12-6-2014 20
  21. 21. Long-term strategic value Improved reputation and customer experience and agile competitive advantage Short-term operational value New business opportunities, more efficient marketing processes, smarter decision making, time and cost reduction and guaranteed data control BUSINESS VALUE 12-6-2014 21
  22. 22. HIGHEST LEVEL: PRESCRIPTIVE 12-6-2014 22
  23. 23. DimML The new intuitive data science language • Transparent code • Reducing code (SLoC) • 100% data ownership 12-6-2014 23
  24. 24. OPPORTUNITY Improved Business Create any applications through a single line of code, reducing time and costs . Data Life Cycle Management Ingest any data source for downstream business implementations, easy, simple and secure 12-6-2014 24
  25. 25. BUSINESS IT 12-6-2014 25 Ingest any data source Relevant information Better insights Smarter decisions Improved profitability Easy data management Faster deployment Data Control Improved business processes Reducing time & costs
  26. 26. SIMPLE SECURE SUSTAINABLE BIG DATA LEVERAGE The right data In the right place Relevant results Real-time Any time 2612-6-2014
  27. 27. LET’S INTERACT 12-6-2014 27
  28. 28. TIME TO TAKE A STAND 12-6-2014 28
  29. 29. 2912-6-2014 Do you believe transparency has an impact on your reputation and CX?
  30. 30. A FOOL WITH A TOOL 3012-6-2014
  31. 31. 3112-6-2014 Are your tools backed-up by the right knowledge?
  32. 32. DATA, DATA, DATA… 12-6-2014 32
  33. 33. 3312-6-2014 What comes first? Purpose or collection?
  34. 34. 12-6-2014 34
  35. 35. 3512-6-2014 How do you leverage the power of data today?
  36. 36. 12-6-2014 36
  37. 37. 3712-6-2014 Are content marketing and storytelling today’s most relevant ways to address the market?
  38. 38. GOOGLE’S MONOPOLY 12-6-2014 38
  39. 39. 3912-6-2014 Can we truly say we are independent and in control?
  40. 40. EVERYBODY HAS THE RIGHT 12-6-2014 40 TO BE FORGOTTEN
  41. 41. 4112-6-2014 Will it make a difference if you offer this right to your customers?
  42. 42. 12-6-2014 42
  43. 43. 4312-6-2014 Do you think data technology should be at the heart of your business strategy?
  44. 44. “TRY NOT TO BECOME A MAN OF SUCCESS BUT A MAN OF VALUE.” 12-6-2014 44
  45. 45. 4512-6-2014 Do you believe the definition of success is changing?
  46. 46. CASES • Dutch charity: Roadmap for Online Excellence • Bank: Guaranteed Actionable data • Telecom provider: Guaranteed Data Quality 12-6-2014 46
  47. 47. DUTCH CHARITY: ROADMAP ONLINE EXCELLENCE 12-6-2014 47 Starting point 2009:
  48. 48. DUTCH CHARITY: ROADMAP ONLINE EXCELLENCE 12-6-2014 48 January 2013:
  49. 49. WEB ANALYTICS MATURING Ambition 2009 - 2012 Ambition 2013 - 2014 12-6-2014 49
  50. 50. ACHIEVEMENTS & 12-6-2014 50 LEARNINGS
  51. 51. ACHIEVEMENTS: • Many steps taken (in the right order) • Tangible experience with different optimisation methods • Good infrastructure • A relatively high data quality • High level of awareness • Many website improvements • Basic web analytics processes up and running • Created a scalable, flexible and cost efficient infrastructure, even though this was not included in the roadmap 12-6-2014 51
  52. 52. LEARNINGS: • Roadmap progress delayed by full IT- releases 2010-2012 • Unforseen influence from changed legislation • Adoption of web data delayed by: – Weak internal targets and drivers – Low pro-active influence of the web analyst 12-6-2014 52
  53. 53. AMBITIONS 2013 - 2014 • Create budget for web analytics knowledge – On-premise web analyst and training – Functional remote support • Create a result driven working system with CDS* – Enhancements – Governance processes & checks – Web data distribution – Continue innovations 12-6-2014 53
  54. 54. BANK: ACTIONABLE DATA • Implementation Adobe Analytics – Define business impact – On-demand consultancy • Tealium Tag Management • Consent • Controlled Delivery System (CDS) 12-6-2014 54
  55. 55. BANK: ACTIONABLE DATA 12-6-2014 55 • SIMPLE – All data requests handled by CDS Service Desk • SECURE – Consent puts visitors in control – Compliance throughout the complete data life cycle • SUSTAINABLE – Data governance and data quality completely secured – Act on new data innovations as soon as they are discovered
  56. 56. 12-6-2014 56 TELECOM PROVIDER: GUARANTEED DATA QUALITY • Controlled Delivery System – All systems implemented and functioning as they should – Guaranteed availability of relevant and valuable data • Tealium Tag Management • Qmon data quality validation
  57. 57. 12-6-2014 57 TELECOM PROVIDER: QMON • No more data quality issues • Monitors 100% of the data • Tests true behavior • All devices and browsers
  58. 58. 12-6-2014 58 • SIMPLE – Single point of contact for all enhancements and services • SECURE – Data quality monitored and guarded continuously • Sustainable – Data availability and data quality are guaranteed and completely secured – Enabled to create real business value from data, now and in the future TELECOM PROVIDER: GUARANTEED DATA QUALITY
  59. 59. BRAND RELATIONSHIP EQUITY Bob Nieme 05/06/2014 12-6-2014 59

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