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Big data   the future of SMBs
 

Big data the future of SMBs

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    Big data   the future of SMBs Big data the future of SMBs Presentation Transcript

    • Big Data The Future of SMBs1
    • TODAY’S DISCUSSION OVERIDING MESSAGE  The Future of SMB’s is largely predicated on good data. More Data = More Success TOPICS  Reaching today’s consumer is not so simple – more fragmented consumer who is basically more spoiled when it comes to consumption.  While marketing questions remain largely the same, the answers are harder to find.  Marketers and companies agree data is very important but collection and analysis is underdeveloped and lacks consistency and integrity.  The opportunity is providing a solution that can drive business and scale.2
    • EDUCATION AND EXECUTION  SMB Community Meetings  Partnership with Vendor for SMB Execution3
    • MARKETING ROI = “Big Data”  So far, big data in marketing is still a work in progress.  The effective use of data for marketing decisions lags behind the desire to do so. All marketers want to be data-driven …  Nearly all corporate marketing leaders today (91%) believe that successful brands use customer data to drive marketing decisions. But most are not collecting the data they need …4
    • What To Do With All That Data? by Laurie Sullivan, Wednesday, March 14, 2012 In a recent study of 253 corporate marketing decision-makers: • 36% said they have "lots of customer data," but just "don’t know what to do with it." • 39% admit they cannot turn their data into actionable insight Some 74% admit their companies collect demographic data, 64% customer transaction data, 60% customer use transactional data, 35% social media content created by customers and targets digital data, and 19% collect customer mobile phone and device digital data. • 29% said that their marketing departments have "too little or no" customer data.5
    • MOST MISSING THE OPPORTUNITY Data can provide6
    • THE PROBLEM: CHAOS The Opportunity: Bring a Sense of Order Amidst Chaos7
    • OFFER A SENSE OF ORDER … offer solutions Provide Answers/Educate:  Who are my customers?  How do my customers behave?  What are my customers looking for?  Why are we good potential advertising/marketing partners?8
    • LOCAL SMB COMMUNITY MEETINGS Business Event:  Send Personal Invitations  Seek 25 to 30 local SMBs  Plan a 1 hour discussion: > The shifting media landscape > How your customers consume news and information > How can grow using easy to use tools  Presentation featuring our digital portfolio of products  Special rates to get started today9
    • TODAY’S AGENDA I. Welcome and Introductions Francesca Lewis II. C.I.C and Your Business Frank Wofford III. The Digital Landscape Charles Dukes IV. The Sacramento Bee Today Eric Luchini V. Actionable Advertising Packages Charles Dukes V. Wrap Up Francesca Lewis10
    • SO WHAT CHANGED? the cic perspective connected information channels11
    • THE CONNECTED CONSUMER Typical Consumer Media Consumption Facts  850 average marketing messages a day  130 friends on facebook  151 hours/month on TV  32 hours/month online  9 in 10 have a mobile phone  3 billion google searches/day  46% are searches for products/services  152 million world-wide blogs12
    • CHANNEL CHOICE Indeed the revolution was not televised. The revolution was digital. connected information channels13
    • IT STARTS WITH YOUR CUSTOMERS 82% of local 43% of local consumers now 64% of Facebook internet actives interact with the users follow at adults regularly Internet on a least one brand. search for regular basis businesses.14
    • MEDIA FRAGMENTATION HAS ESCALATED  Hundreds of TV Stations and Advertising Radio Stations; Satellite Today  Millions of Websites  E Marketing  Time Shifted Media  Mobile Media and Apps  Blogs and Gaming15
    • MARKETING IN THIS INFORMATION AGE Means Asking More Questions16
    • THE SACRAMENTO BEE Portfolio of Products (partial)  In response to consumer’s changing media consumption patterns, The Bee continues to evolve and diversify our products and increase targeting opportunities. newspaper consortium17
    • BUILDING BUSINESS AND BRAND With Digital Marketing18
    • SMBs INCREASE DIGITAL SPEND Borrell Compass Report: 201119
    • PRESENT DAY FIELD OF PLAY  Depressed Economy  Improved Technology  SMBs Getting Smarter > Value of customer data > Technology enabling access to information20
    • TESTING THE CONCEPT CustomerLink:  Company providing marketing intelligence and services with over 4,000 SMBs nationwide. The Sacramento Bee:  Partnering with CustomerLink to test SMB intelligence in local retail verticals.21
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    • NOT ALL CUSTOMERS ARE CREATED EQUAL Audience Management and Analytics - Customer Mining ID Where To Needs Assessment: Find Them Execute ID Your Target Audience Campaign • Right Person • Right Message • Right Time Make Adjustments Track Campaign Performance Metrics Report27
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    • SMB ACCESS ONLINE INTERFACE29
    • SMB AUTO UPLOAD OF CUSTOMER FILE30
    • REPORT ON SERVICE AREA31
    • CUSTOMER TYPE - Profile32
    • RETAIL TRADE AREA33
    • WHO ARE MY MOST VALUED CUSTOMERS?34
    • CUSTOMER SEGMENT REPORTS Geographic/neighborhood type Income Lifestyle Descriptions Shopping Preferences Media Interests Hobbies, Amusement Deep Demographic Traits:  Media Responsiveness  Occupation  Presence of Children  Child Ages  Ethnicity Overall marketing considerations- for use in ALL media planning, not only ours.35
    • TARGETED PROPOSALS PersonicX Classic - Refresh Group Indexes 125 and above are noted in yellow. PersonicX Classic - Refresh Group Profile Information Market Total Beginnings Cash and Careers Flush Families Golden Years Estimated Market Size Adults 1,644,574 134,929 110,919 136,919 121,750 % of Adults 100 8.2 6.7 8.3 7.4 Median Age Proj 43.6 27.2 40.4 47.0 61.8 Index 100 62 93 108 142 Median Income Proj $55,100 $33,889 $74,970 $69,989 $73,302 Index 100 62 136 127 133 Home Owner Vert % 60.7 15.3 71.9 64.9 91.1 Index 100 25 118 107 150 Children in Home Vert % 43.9 68.8 44.6 52.4 20.0 Index 100 157 102 119 46 Bee: Average Daily Vert % 30.0 4.2 32.9 37.0 44.0 Index 100 14 109 123 147 Bee: Average Sunday Vert % 39.2 15.6 40.0 51.2 56.8 Index 100 40 102 131 145 sacbee.com, 30 days Vert % 22.5 14.6 46.7 28.7 19.1 Index 100 65 208 128 85 Weekly Combined Audience Vert % 59.3 31.2 73.2 67.0 74.7 Index 100 53 124 113 126 General Television Usage Lowest Vert % 24.9 37.1 27.1 24.5 16.9 Index 100 149 109 98 68 Lower Vert % 27.6 19.2 33.2 24.9 30.2 Index 100 70 120 90 110 Medium Vert % 24.7 22.2 22.9 20.1 28.5 Index 100 90 93 81 115 Highest Vert % 22.8 21.4 16.8 30.5 24.4 Index 100 94 74 134 10736 Scarborough Research, R2_2011
    • WE WANT - The Conversation The Bottom Line  We want the chance to have more conversations around how to our product suite as marketing solutions …37
    • REASON FOR OPTIMISM  If you believe that your reach into high value segments will almost always prove them to be a valuable buy, I hope you can see that an approach to educating SMBs as a way of validating their ability to be effective for them makes sense.  Becoming the Sales Hero through education, not the Sales Hunter through pressure and mass calls.38
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