1. Matt Jarman

2. A few years ago there was ‘The Line’…
Long lunches, beautiful ads, sexy models, big budgets…
Sales? ROI? The econometric model says we need more TV…
“We’re brand builders, darling.”
Targeted comms, just smaller budgets (& lunches)…
Response Rates may be low but it’s profitable…
“We use data-driven insight & analysis”.

3. …consumers interacted directly with brands
“ I buy in shop, direct or through an intermediary
I’ll ask friends or read reviews in magazines
I watch TV, read the paper, have a mobile
Identity theft is losing my wallet
My bank, the Government & data companies know me
Brands or data companies survey me
I can opt out or ignore
comms
”

4. The information age has transformed this…
Explosion of channels
Google, Facebook, Apple etc. are the new data giants
Technology, software, social change?
We’re all fuelling this data explosion
More data for marketeers then ever before…
Picture: hardknoxlife.files.wordpress.com/2008/08/digitalrevolution.gif

5. …consumers don’t just engage directly with a brand
955m Facebook users by 2011
½ of all mobiles to be smartphones by 2015
400m Tweets a day
c25bn App downloads via iTunes
Twitter has 13bn API calls per day
Picture: hardknoxlife.files.wordpress.com/2008/08/digitalrevolution.gif

6. Alexsandr Orlov…
810k people who ‘like’ him on Facebook
53k Twitter followers
4m views on YouTube channel & 5k followers
A great example of an integrated awareness campaign
But is it just multi-channel ATL branding?
What actionable, consumer data can CTM identify through these social
media?
(Why do people ‘like’ or ‘follow’ a fictional
meerkat?)
Picture:http://blogs.sundaymercury.net/telly-talk/meerkat.jpg

7. Now we have what we’ve always craved: Contextual Data
Likes, dislikes, real-time location, preferences, interest…
Consumers openly supply data to brands & friends
Brand interaction can be tracked
Active
Word of Mouth can be measured Brand
Engagement
Consumer influence can be gauged
Tracking technology continually getting smarter

8. Digital trails are long and complex…
Network
Comment Engagement
Location Sentiment Referral
Personal Interest IP Address Affiliation
Purchase Click-Stream Cookie Age
Preferences Open Rates Time/Date Income
Click-Thrus Screen Geo-dems
Likes Trigger
Behaviour
Picture: http://images.publicradio.org/content/2008/08/06/20080806_airplane_33.jpg

9. …customer records are becoming more complex & diverse
Personal Data Personal Data
Demographic & Lifestyle Demographic & Lifestyle
Transactional Information Transactional Information
Comms Data Comms Data
Behavioural (Web & Comms)
Predictive (Web & Comms)
UGI & CVI
Social Media Engagement
Sentiment
Picture: http://images.publicradio.org/content/2008/08/06/20080806_airplane_33.jpg

10. CACI’s Consumer Digital Data Model
Web
Brand
ESP
P
Cookies
Social
WEBSTE Media
Beacons
WEBSITE
P A
A WEB
ANALYTICS Flash Cookies
IDENTIFIABLE CONSUMER CONSUMER 3RD PARTY 3rd PARTY ANONYMOUS
CONSUMERS VOLUNTEERED DERIVED VOLUNTEERED DERIVED CONSUMERS
Personal data provided to an Data derived about consumers Data acquired on consumers Data collected & aggregated
organisation directly by or customers based on via 3rd party Social Media sites on anonymous consumers
consumers or customers observed behaviour (and intermediaries) based on observed behaviour
• Contact Details • IP Address • Personal details • Web behaviour
• Preferences • Cookie data • Network Size • Click-stream data
• Purchases • Browsing history • Location • Location/ IP Address
• Location • Screen Resolution • Brand affiliation • Shopping Basket
• Personal Data • Email Behaviour • Comment data
• Privacy Options • Email Provider • Sentiment • Interests
• Reviews • Preferences
• Brand sentiment • Aggregated
• Contextual data demographics &
• Brand Engagement geo-demographics
• Likes/ Dislikes
Picture: http://www.ncdd.nl/images/digitaal.jpg

11. Multiple components: Some new, some legacy
Facebook
Ad server
Twitter
Store/Branch Online Sales
Comment/
Partner
Review
Email, Telephone,
Web SMS, Mail
Competitions
Registration
Web Application CMS
Analytics
Transactional
Data Store
Data Matching Data
Integration Services Cleansing
CONSUMER CONSUMER 3rd PARTY 3rd PARTY
TYPE OF DATA VOLUNTEERED DERIVED VOLUNTEERED DERIVED

12. Marketing language is rapidly changing…
Open
APIs Networks
Amplification
Communities
Social
Conversational Networks
Marketing
Tradigital
Augmented
Marketing
Reality
Sentiment
Monitoring
Picture:chrisbennetts.info/wp-content/uploads/2010/07/bravenewworld-heads.jpg

13. …consumer expectations have increased
FROM TO
6 week reaction 0.06 second reaction
Single Channel Multiple Channels
One to Many One to One to Many
Push Pull
Data assimilation Customer dialogue
Muted Loud
Picture:bergoiata.org/fe/sun-sky/New%20Horizon.jpg

14. Marketing models have to (and are) adapting…
PUSH
Acquisition Growth Retention
PULL
Engage
Brands need to record, link, monitor and
utilise relevant data collected from inbound,
Influence outbound and intra-consumer conversations,
across all relevant channels to drive better
conversations and therefore have deeper
customer relationships
Amplify
Picture:reptilia.org/images/sce/VeildSkin.jpg

15. But, familiar challenges still exist
Data held in organisational silos
A lot is known about a few
Data rich; insight poor
Brand centric data, not user centric-data
Organisational planning still product, not consumer focussed
Picture:2.bp.blogspot.com/_gHLi5No8dSY/SNKa6PxB8kI/AAAAAAAABFk/RvH2E8AwQCo/s400/red-traffic-light.jpg

17. Where next?
• Consumer digital is increasing and will only increase
• Whether social, web behaviour, email behaviour, Open ID or
all – no brand is impervious & you’ll already be collecting this
data
• CACI can help you to:
– Identify what data to collect, distil, and use
– How to bring the disparate data components together
– Append additional, user-centric data
– Bespoke online analysis
– Technology vendor selection & implementation