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PROGRESSIVE
PROFILINGunderstanding audiences better
through the power of incremental data
collected through digital and li...
VP, STRATEGY DIRECTOR
JACK MORTON WORLDWIDE
@BENGROSSMAN
#ProgressiveStrategy
Ben Grossman
e: ben_grossman@jackmorton.com
...
THE LANDSCAPE
TYPES OF PROFILING
DEFINING OPPORTUNITY
LIVE & DIGITAL TOUCHPOINTS
Progressive Profiling Agenda
THE LANDSCAPE
TYPES OF PROFILING
DEFINING OPPORTUNITY
LIVE & DIGITAL TOUCHPOINTS
Progressive Profiling Agenda
2 YEARS > HISTORY
FROM 2010-2012, WE CREATED MORE DATA
THAN WE HAD IN HISTORY PRIOR TO THAT.
2
McKinsey, 2013
10X SERVERS
50X DATA
75X FILES
BY 2020, IT DEPARTMENTS WILL OVERSEE
McKinsey, 2013
“Data worldwide is growing 40
percent per year, a rate of
growth that is daunting for any
marketing and sales leader.
Comp...
25% OF B2B
DATABASES ARE
INACCURATE
JUST ONE LITTLE ISSUE:
AND MOST CONSUMER DATABASES ARE EVEN WORSE.
Sirius Decisions, 2...
001010110010000100000011101000110111100100000011010010110111001110110
0110010101110011011101000010000001101001011011100010...
COMPANIES THAT HAVE
ABOVE AVERAGE DATA
QUALITY CAN REALIZE
70% MORE REVENUE.
BUT THERE IS SIGNIFICANT UPSIDE:
Sirius Decis...
001010110010000100000011101000110111100100000011010010110111001110110
0110010101110011011101000010000001101001011011100010...
THE LANDSCAPE
TYPES OF PROFILING
DEFINING OPPORTUNITY
LIVE & DIGITAL TOUCHPOINTS
Progressive Profiling Agenda
PROGRESSIVE
PROFILING
Building consumer profiles gradually over the course
of a series of touchpoints, instead of all at o...
Consumer is asked a specific
question or to fill in a given form
field in order to provide a piece of
information about th...
DIRECT
EMAIL
FIRST NAME
LAST NAME
TOUCH 1
EMAIL
TITLE
COMPANY
TOUCH 2
EMAIL
CURRENTLY LOOKING?
DECISION TIMELINE?
TOUCH 3
DIRECT
EMAIL
FIRST NAME
LAST NAME
TOUCH 1
TOUCH 3
EMAIL
FIRST NAME
LAST NAME
TITLE
COMPANY
TOUCH 2
Pre-fill repeat fields....
INDIRECT EMAIL
FIRST NAME
LAST NAME
TOUCH 1
TOUCH 2
digital body language
standard form capture
TOUCH 3
social media
conve...
A STRONG
VALUE
PROPOSITION
THE KEY TO SUCCESS?
ANY TIME AN ORGANIZATION ASKS FOR
INFORMATION FROM A CONSUMER, THERE
MUST B...
THE LANDSCAPE
TYPES OF PROFILING
DEFINING OPPORTUNITY
LIVE & DIGITAL TOUCHPOINTS
Progressive Profiling Agenda
THE OPPORTUNITY
Leverage Progressive Profiling as a way to
gain insight about the individuals that
comprise your organizat...
THE OPPORTUNITY
Leverage Progressive Profiling as a way to
gain insight about the individuals that
comprise your organizat...
THE OPPORTUNITY
Leverage Progressive Profiling as a way to
gain insight about the individuals that
comprise your organizat...
THE OPPORTUNITY
Leverage Progressive Profiling as a way to
gain insight about the individuals that
comprise your organizat...
THE LANDSCAPE
TYPES OF PROFILING
DEFINING OPPORTUNITY
LIVE & DIGITAL TOUCHPOINTS
Progressive Profiling Agenda
LIVE TOUCHPOINTS
Though Progressive Profiling historically has
been a digital discipline, live events can play
an importan...
PROFILING AT EVENTS
Though every event is different, there are a
menagerie of ways to progressively profile
attendees in-p...
DIGITAL TOUCHPOINTS
Digital touchpoints remain the mission
critical backbone of Progressive Profiling.
Value is derived fo...
DIGITAL PROFILING
Possibilities of digital profiling are limitless,
and widely dependent upon the digital
footprint of a b...
VP, STRATEGY DIRECTOR
JACK MORTON WORLDWIDE
@BENGROSSMAN
#ProgressiveStrategy
Ben Grossman
e: ben_grossman@jackmorton.com
...
PROGRESSIVE
PROFILINGunderstanding audiences better
through the power of incremental data
collected through digital and li...
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Progressive Profiling Strategy: The Power of Incremental Data

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Between 2010 and 2012, the world yielded more data than had been created in all of history. And the pace of data creation is only accelerating. By 2020, it is expected that organizations will require oversight of over 50 times the amount of data we have today. While big data certainly yields some big opportunity, data quality and collection methodologies remain questionable. In fact, 25% of B2B databases are inaccurate – and it’s expected consumer databases are even worse.

Progressive profiling is an important strategy for marketers to understand and use across the board – both in digital contexts, where it was conceptualized, but also in live event contexts, where its use is just emerging. What’s at stake is better data reliability, sales cycles cut in half and up to 70% more revenue that organizations that suffer from poor data integrity. This presentation explores the progressive profiling landscape, as well as helpful tips for how to use digital and live to progressively profile your brand’s consumers.

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Transcript of "Progressive Profiling Strategy: The Power of Incremental Data"

  1. 1. PROGRESSIVE PROFILINGunderstanding audiences better through the power of incremental data collected through digital and live
  2. 2. VP, STRATEGY DIRECTOR JACK MORTON WORLDWIDE @BENGROSSMAN #ProgressiveStrategy Ben Grossman e: ben_grossman@jackmorton.com m: + 1.617.752.1171 t: @BenGrossman w: www.ben-grossman.com Read our blog: blog.jackmorton.com Follow us on twitter: @JackMorton Visit us online: www.jackmorton.com
  3. 3. THE LANDSCAPE TYPES OF PROFILING DEFINING OPPORTUNITY LIVE & DIGITAL TOUCHPOINTS Progressive Profiling Agenda
  4. 4. THE LANDSCAPE TYPES OF PROFILING DEFINING OPPORTUNITY LIVE & DIGITAL TOUCHPOINTS Progressive Profiling Agenda
  5. 5. 2 YEARS > HISTORY FROM 2010-2012, WE CREATED MORE DATA THAN WE HAD IN HISTORY PRIOR TO THAT. 2 McKinsey, 2013
  6. 6. 10X SERVERS 50X DATA 75X FILES BY 2020, IT DEPARTMENTS WILL OVERSEE McKinsey, 2013
  7. 7. “Data worldwide is growing 40 percent per year, a rate of growth that is daunting for any marketing and sales leader. Companies need to invest in an automated ‘algorithmic marketing,’ an approach that allows for the processing of vast amounts of data through a ‘self- learning’ process to create better and more relevant interactions with consumers.” McKinsey & Company McKinsey, 2013
  8. 8. 25% OF B2B DATABASES ARE INACCURATE JUST ONE LITTLE ISSUE: AND MOST CONSUMER DATABASES ARE EVEN WORSE. Sirius Decisions, 2012
  9. 9. 001010110010000100000011101000110111100100000011010010110111001110110 011001010111001101110100001000000110100101101110001000000110000101101 110001000000110000101110101011101000110111101101101011000010111010001 100101011001000010000010010011011000010110110001100111011011110111001 001101001011101000110100001101101011010010110001100100000011011010110 000101110010011010110110010101110100011010010110111001100111001011001 001010000100000011000010110111000100000011000010111000001110000011100 100110111101100001011000110110100000100000011101000110100001100001011 101000010000001100001011011000110110001101111011101110111001100100000 011001100110111101110010001000000111010001101000011001010010000001110 000011100100110111101100011011001010111001101110011011010010110111001 100111001000000110111101100110001000000111011001100001011100110111010 000100000011000010110110101101111011101010110111001110100011100110010 000001101111011001100010000001100100011000010111010001100001001000000 111010001101000011100100110111101110101011001110110100000100000011000 010010000010010011011100110110010101101100011001100010110101101100011 001010110000101110010011011100110100101101110011001111001010000100000 011100000111001001101111011000110110010101110011011100110010000001110 100011011110010000001100011011100100110010101100001011101000110010100 100000011000100110010101110100011101000110010101110010001000000110000 101101110011001000010000001101101011011110111001001100101001000000111 001001100101011011000110010101110110011000010110111001110100001000000 110100101101110011101000110010101110010011000010110001101110100011010 010110111101101110011100110010000001110111011010010111010001101000001 000000110001101101111011011100111001101110101011011010110010101110010 011100111011011100110010000100000011011010110111101110010011001010010 UH OH!
  10. 10. COMPANIES THAT HAVE ABOVE AVERAGE DATA QUALITY CAN REALIZE 70% MORE REVENUE. BUT THERE IS SIGNIFICANT UPSIDE: Sirius Decisions, 2012
  11. 11. 001010110010000100000011101000110111100100000011010010110111001110110 011001010111001101110100001000000110100101101110001000000110000101101 110001000000110000101110101011101000110111101101101011000010111010001 100101011001000010000010010011011000010110110001100111011011110111001 001101001011101000110100001101101011010010110001100100000011011010110 000101110010011010110110010101110100011010010110111001100111001011001 001010000100000011000010110111000100000011000010111000001110000011100 100110111101100001011000110110100000100000011101000110100001100001011 101000010000001100001011011000110110001101111011101110111001100100000 011001100110111101110010001000000111010001101000011001010010000001110 000011100100110111101100011011001010111001101110011011010010110111001 100111001000000110111101100110001000000111011001100001011100110111010 000100000011000010110110101101111011101010110111001110100011100110010 000001101111011001100010000001100100011000010111010001100001001000000 111010001101000011100100110111101110101011001110110100000100000011000 010010000010010011011100110110010101101100011001100010110101101100011 001010110000101110010011011100110100101101110011001111001010000100000 011100000111001001101111011000110110010101110011011100110010000001110 100011011110010000001100011011100100110010101100001011101000110010100 100000011000100110010101110100011101000110010101110010001000000110000 101101110011001000010000001101101011011110111001001100101001000000111 001001100101011011000110010101110110011000010110111001110100001000000 110100101101110011101000110010101110010011000010110001101110100011010 010110111101101110011100110010000001110111011010010111010001101000001 000000110001101101111011011100111001101110101011011010110010101110010 011100111011011100110010000100000011011010110111101110010011001010010 YAY!
  12. 12. THE LANDSCAPE TYPES OF PROFILING DEFINING OPPORTUNITY LIVE & DIGITAL TOUCHPOINTS Progressive Profiling Agenda
  13. 13. PROGRESSIVE PROFILING Building consumer profiles gradually over the course of a series of touchpoints, instead of all at once.
  14. 14. Consumer is asked a specific question or to fill in a given form field in order to provide a piece of information about the individual. DIRECT INDIRECT A piece of information about an individual is derived from an action the person takes.
  15. 15. DIRECT EMAIL FIRST NAME LAST NAME TOUCH 1 EMAIL TITLE COMPANY TOUCH 2 EMAIL CURRENTLY LOOKING? DECISION TIMELINE? TOUCH 3
  16. 16. DIRECT EMAIL FIRST NAME LAST NAME TOUCH 1 TOUCH 3 EMAIL FIRST NAME LAST NAME TITLE COMPANY TOUCH 2 Pre-fill repeat fields. ben_grossman@jackmorton.com Ben Grossman ben_grossman@jackmorton.com Ben Grossman EMAIL FIRST NAME LAST NAME Current Need? Timeline for Purchase? ben_grossman@jackmorton.com Ben Grossman
  17. 17. INDIRECT EMAIL FIRST NAME LAST NAME TOUCH 1 TOUCH 2 digital body language standard form capture TOUCH 3 social media conversation analysis
  18. 18. A STRONG VALUE PROPOSITION THE KEY TO SUCCESS? ANY TIME AN ORGANIZATION ASKS FOR INFORMATION FROM A CONSUMER, THERE MUST BE A SENSE OF VALUE EXCHANGE.
  19. 19. THE LANDSCAPE TYPES OF PROFILING DEFINING OPPORTUNITY LIVE & DIGITAL TOUCHPOINTS Progressive Profiling Agenda
  20. 20. THE OPPORTUNITY Leverage Progressive Profiling as a way to gain insight about the individuals that comprise your organization’s audience, while also: 1. Increasing Efficiency: Progressive profiling can cut the sales cycle in half, because leads are truly sales ready. ReachForce, 2012
  21. 21. THE OPPORTUNITY Leverage Progressive Profiling as a way to gain insight about the individuals that comprise your organization’s audience, while also: 1. Increasing Efficiency: Progressive profiling can cut the sales cycle in half, because leads are truly sales ready. 2. Personalizing Experiences: Personalization can deliver 5-8 times the ROI on marketing spend and lift sales over 10%. McKinsey, 2013
  22. 22. THE OPPORTUNITY Leverage Progressive Profiling as a way to gain insight about the individuals that comprise your organization’s audience, while also: 1. Increasing Efficiency: Progressive profiling can cut the sales cycle in half, because leads are truly sales ready. 2. Personalizing Experiences: Personalization can deliver 5-8 times the ROI on marketing spend and lift sales over 10%. 3. Enhancing Data Quality: On average, 60% of company’s databases are rated “unreliable.” Sirius Decisions, 2012
  23. 23. THE OPPORTUNITY Leverage Progressive Profiling as a way to gain insight about the individuals that comprise your organization’s audience, while also: 1. Increasing Efficiency: Progressive profiling can cut the sales cycle in half, because leads are truly sales ready. 2. Personalizing Experiences: Personalization can deliver 5-8 times the ROI on marketing spend and lift sales over 10%. 3. Enhancing Data Quality: On average, 60% of company’s databases are rated “unreliable.” 4. Building A Better Brand: More customer intelligence is better business and creates a more appealing, empathetic brand.
  24. 24. THE LANDSCAPE TYPES OF PROFILING DEFINING OPPORTUNITY LIVE & DIGITAL TOUCHPOINTS Progressive Profiling Agenda
  25. 25. LIVE TOUCHPOINTS Though Progressive Profiling historically has been a digital discipline, live events can play an important and lucrative role: 1. Strong Value Proposition: Since attendees have already committed time, there is a strong incentive to achieve the best experience. 2. Excellent Data Quality: People are more honest in-person than online. Events also present a major indirect profiling opportunity. 3. Increased Depth of Information: Events answer questions marketers would not ask in a digital context using direct and indirect vehicles. 4. Subtle & Seamless: Directly volunteered personal data and indirect behavior are already at the center of events, so profiling activities can be conducted in a seamless way.
  26. 26. PROFILING AT EVENTS Though every event is different, there are a menagerie of ways to progressively profile attendees in-person: 1. Event Registration Form 2. Session Attendance Data 3. RFID/NFC Data 4. Workshops & Assessments 5. Mobile Application Engagement 6. On-Site Games/Engagements 7. Human Interactions & Questionnaires 8. Social Media Conversation 9. Satisfaction Surveys 10. Pre/Post Marketing Engagement
  27. 27. DIGITAL TOUCHPOINTS Digital touchpoints remain the mission critical backbone of Progressive Profiling. Value is derived form the following qualities: 1. Efficient Automation: Because algorithmic data analysis and decision trees can automate much of an organization’s response to digital profiles, digital profiling is highly efficient. 2. Scalability & Frequency: Digital yields an opportunity to cast the net wider and engage more frequently than live touchpoints. 3. Ease of Data Capture: Track-ability is implicit in digital (and often times very affordable), so data capture comes with relative ease. 4. 3rd Party Contributors: 3rd party data can help drive decisions and intelligence in the during digital profiling, accelerating insight.
  28. 28. DIGITAL PROFILING Possibilities of digital profiling are limitless, and widely dependent upon the digital footprint of a brand. Top forms include: 1. Email Engagement 2. White Paper & eBook Downloads 3. Webinars & Resource Utilization 4. Website Analytics 5. Mobile Web & App Analytics 6. Paid Media Behavior 7. Standard Lead Capture Forms & Surveys 8. Lead Nurturing Programs 9. Multivariate Testing 10. 3rd Party Data Appending/Validation
  29. 29. VP, STRATEGY DIRECTOR JACK MORTON WORLDWIDE @BENGROSSMAN #ProgressiveStrategy Ben Grossman e: ben_grossman@jackmorton.com m: + 1.617.752.1171 t: @BenGrossman w: www.ben-grossman.com Read our blog: blog.jackmorton.com Follow us on twitter: @JackMorton Visit us online: www.jackmorton.com
  30. 30. PROGRESSIVE PROFILINGunderstanding audiences better through the power of incremental data collected through digital and live

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