Content Intelligence
CharityComms | June 13, 2014
What Is Wrong With Digital
Marketing?
A spam free, permission based, relevant,
need based marketing world where we
only get marketing messages that are
relevant...
The Right Content…
At The Right Time…
In The Right Place…
From…
One Too Many
To…
One To One
Welcome To
The Age Of
Relevance.
Making Marketing Better
Interest Abandonment
Content To Match The Users Intent
Place The Content In The Correct Place
Content Using The Correct Words
How
The Key Is Data
Real Time
Big Data
“I think you’ll
find that
mine is
bigger”
Themes…
Storage
Analysis
Single Customer View
Cleansing
Real-time
Segmenting your Target
Audience
What data should you look at?
Segmenting your Target Audience
Socio-Demographic Twins
• Both male
• Both born 1948
• Both grew up in the UK
• Both have divorced and re-married
• Both h...
Social Media Monitoring
“A man's bookcase will tell you everything
you'll ever need to know about him"
You Are What You Read
Walter
Mosley
Understand How People Interact With Your
Organisation And What It Means
Opens, clicks,
unsubscribes
URLs, dwell,
conversio...
“The process of structuring previously
unstructured content, by extracting new
information"
Content Analytics
What To Look At?
• Email content
• Social behaviour and information
• Website behaviour
• Mobile app interactions
• Analys...
Business (62.40%) 12.604
1973 Content marketing /business/concept 0.686
290 The Internet /business/concept 0.657
1084 Soft...
Kevin Li
Business Development |
Marketing Analytics |
Technology
Chicago, Illinois
Map Them To The Individual
Provide Them With The Right Content
Drive Actions
• 414% increase in sales of paid reports
• 215% conversion to purchase rate growth
• 7X rise in transaction ...
TiVo thinks I’m gay!
Marketing Automation
MARKETING AUTOMATION
Segments Of One
Content Intelligence
Thank You
Content is king - CharityComms South West Regional Group. 13 June 2014. http://www.charitycomms.org.uk/events/content-is-king
Content is king - CharityComms South West Regional Group. 13 June 2014. http://www.charitycomms.org.uk/events/content-is-king
Content is king - CharityComms South West Regional Group. 13 June 2014. http://www.charitycomms.org.uk/events/content-is-king
Content is king - CharityComms South West Regional Group. 13 June 2014. http://www.charitycomms.org.uk/events/content-is-king
Content is king - CharityComms South West Regional Group. 13 June 2014. http://www.charitycomms.org.uk/events/content-is-king
Content is king - CharityComms South West Regional Group. 13 June 2014. http://www.charitycomms.org.uk/events/content-is-king
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Content is king - CharityComms South West Regional Group. 13 June 2014. http://www.charitycomms.org.uk/events/content-is-king

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James Moffat, managing director, The Organic Agency

Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk

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  • So the chalenge is that organisations generally communicate to audiences not individuals. Existing socio-demographic segmentation is really poor. We call it marketing by horoscopes. Arbitrary historic data point that is used to pretend we can accurately predict future behaviour. Take this as an example.
  • Now any organisation that was bucketing these two customers/donors together would have a serious challenge of relevancy.
  • PEOPLE BEHAVE MORE LIKE BRANDS AND BRANDS BEHAVE MORE LIKE PEOPLE
  • So the chalenge is that organisations generally communicate to audiences not individuals. Existing socio-demographic segmentation is really poor. We call it marketing by horoscopes. Arbitrary historic data point that is used to pretend we can accurately predict future behaviour. Take this as an example.
  • Content is king - CharityComms South West Regional Group. 13 June 2014. http://www.charitycomms.org.uk/events/content-is-king

    1. 1. Content Intelligence CharityComms | June 13, 2014
    2. 2. What Is Wrong With Digital Marketing?
    3. 3. A spam free, permission based, relevant, need based marketing world where we only get marketing messages that are relevant to us where and when we want them.
    4. 4. The Right Content… At The Right Time… In The Right Place…
    5. 5. From… One Too Many To… One To One
    6. 6. Welcome To The Age Of Relevance.
    7. 7. Making Marketing Better
    8. 8. Interest Abandonment
    9. 9. Content To Match The Users Intent
    10. 10. Place The Content In The Correct Place
    11. 11. Content Using The Correct Words
    12. 12. How
    13. 13. The Key Is Data Real Time Big Data
    14. 14. “I think you’ll find that mine is bigger”
    15. 15. Themes… Storage Analysis Single Customer View Cleansing Real-time
    16. 16. Segmenting your Target Audience What data should you look at?
    17. 17. Segmenting your Target Audience
    18. 18. Socio-Demographic Twins • Both male • Both born 1948 • Both grew up in the UK • Both have divorced and re-married • Both have two grow up sons • Both are very wealthy • Both like to spend their holidays in the Alps • Both are world famous
    19. 19. Social Media Monitoring
    20. 20. “A man's bookcase will tell you everything you'll ever need to know about him" You Are What You Read Walter Mosley
    21. 21. Understand How People Interact With Your Organisation And What It Means Opens, clicks, unsubscribes URLs, dwell, conversions Mentions, links, influence Email Web Social
    22. 22. “The process of structuring previously unstructured content, by extracting new information" Content Analytics
    23. 23. What To Look At? • Email content • Social behaviour and information • Website behaviour • Mobile app interactions • Analyse this content to see what people are consistently interested in
    24. 24. Business (62.40%) 12.604 1973 Content marketing /business/concept 0.686 290 The Internet /business/concept 0.657 1084 Software as a Service /business/concept 0.455 37 Customer Relationship Management /business/concept 0.431 439 Online advertising /business/concept 0.418 2533 Internet television /business/concept 0.417 112 Social media /business/concept 0.414 334 Television /business/concept 0.395 1698 Real-time computing /business/concept 0.364 403 Streaming media /business/concept 0.362 1571 Film /business/concept 0.312 2198 Data /business/concept 0.306 2277 Storytelling /business/concept 0.304 2540 Infographic /business/concept 0.266 1582 RSS /business/concept 0.333 2415 Distribution /business/concept 0.331 39 Marketing /business/industry 0.838 51 Advertising /business/industry 0.277 2559 SugarCRM /business/organisation 0.462 2560 Goldman Sachs /business/organisation 0.419 331 Salesforce.com /business/organisation 0.394 2493 European Space Agency /business/organisation 0.328 2543 HarperCollins /business/organisation 0.395 183 MSNBC /business/organisation 0.328 2488 NASA /business/organisation 0.262 2674 Draper Fisher Jurvetson /business/organisation 0.149 2280 E-book /business/product 0.447 2484 Space suit /business/product 0.361 2530 DVD /business/product 0.352 411 Mobile phone /business/product 0.294 2528 Watch /business/product 0.293 Publishing (3.07%) 0.62 2508 The Age /book/newspaper 0.345 787 The Guardian /book/newspaper 0.275 Film (1.73%) 0.349 2532 Legally Blonde /film/film 0.349 Internet (14.63%) 2.956 107 Twitter /internet/website 0.745 60 YouTube /internet/website 0.565 474 Netflix /internet/website 0.425 2414 SlideShare /internet/website 0.395 2507 ExactTarget /internet/website 0.39 98 LinkedIn /internet/website 0.273 192 Facebook /internet/website 0.163 Location (8.82%) 1.781 1349 Manhattan /location/city 0.416 67 San Francisco /location/city 0.398 1005 London /location/city 0.315 335 New York City /location/city 0.091 69 United States of America /location/country 0.561 Music (1.68%) 0.34 2496 Imagine Dragons /music/artist 0.34 People (7.64%) 1.544 2544 Craig Adams /people/person 0.382 2495 Luca Parmitano /people/person 0.445 2557 Larry Augustin /people/person 0.398 2491 Christopher Cassidy /people/person 0.319 Understand The Topics
    25. 25. Kevin Li Business Development | Marketing Analytics | Technology Chicago, Illinois Map Them To The Individual
    26. 26. Provide Them With The Right Content
    27. 27. Drive Actions • 414% increase in sales of paid reports • 215% conversion to purchase rate growth • 7X rise in transaction volume • 1.5X growth in per visit value of blog visit
    28. 28. TiVo thinks I’m gay!
    29. 29. Marketing Automation
    30. 30. MARKETING AUTOMATION
    31. 31. Segments Of One
    32. 32. Content Intelligence Thank You

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