Take outs from DMA 2013, Kathleen Peeters Bisnode Belgija

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The new consumer and big data trends: impact on marketing.
Kako iz množice podatkov dobiti zanimive izvlečke in uporabne nasvete za delovanje organizacije?

Prezentacija je bila predstavljena v okviru 19. slovenske marketinške konference 2014 v Portorožu.

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Take outs from DMA 2013, Kathleen Peeters Bisnode Belgija

  1. 1. Take outs from DMA 2013 Chicago October 12-16 Kathleen Peeters
  2. 2. Mobile Location Visualization Analytics Loyalty Innovation The changed role of Marketing Data The NEW customer verywhere commerceE
  3. 3. Internet Empowered Tech Savvy Time Starved Information Rich NEW CUSTOMERS
  4. 4. Shopper needs = new rules for retail Convenience More than just about time NEW CUSTOMERS
  5. 5. Amazon UK NEW CUSTOMERS
  6. 6. Shopper needs = new rules for retail Loyalty Doing the right thing by your customer + control Convenience More than just about time Experience Creating emotional resonance Value Sharing value with your shoppers: Price, Service, Quality 6 NEW CUSTOMERS
  7. 7. Zappos Unlimited free shipping/return policy 7 NEW CUSTOMERS
  8. 8. In search of assurance More quality & transparency Shopper needs = new rules for retail Loyalty Doing the right thing by your customer + control Convenience More than just about time Experience Creating emotional resonance Value Sharing value with your shoppers: Price, Service, Quality NEW CUSTOMERS
  9. 9. CONVENIENCE, LOYALTY, EXPERIENCE, VALUE LOYALTYCONVENIENCE EXPERIENCEVALUE RIGHT WOW NOW SMART Source: Kantar Retail Analysis NEW CUSTOMERS EXPECTATIONS
  10. 10. Time CustomerValue Interest Engage Grow & Delight Monitor & Retain Data Integration Analytics Omni Channel Measure Guest Path Follow LHW on FB Like Join Now LHW on Twitter NEW CUSTOMERS
  11. 11. Voice of Consumer Challenges for companies New focus on retention & churn reduction Provide more personalization Learn to engage customers to opt-in 11 Achieve frictionless, high value customer engagement cross channel NEW CUSTOMERS 2 14
  12. 12. Voice of Consumer Learnings Which has more impact on retention and repeat purchases: Customer Satisfaction or Customer Engagement/Relationship? Engagement/Relationship strength has 12 times more influence on retention and repeat purchases than satisfaction Satisfaction is a minimum expectation 12 NEW CUSTOMERS
  13. 13. Which is more significant driver of word of mouth recommendations: Customer Satisfaction or Customer Engagement/Relationship? Engagement/Relationship strength has 18 times more influence on word of mouth recommendations than satisfaction This has profound implications for re-allocating greater budget for Retention/Relationship building 13 Voice of Consumer Learnings NEW CUSTOMERS
  14. 14. Terminology From CLOSING THE DEAL… …to BEGINNING A DEAL NEW CUSTOMERS
  15. 15. 15 NEW CUSTOMERS DATA
  16. 16. Everybody talks about BIG DATA but who cares! It’s not about big data… It is about making data ACTIONABLE BIG DATA ACTIONABLE
  17. 17. …People & Personality is the HOW …is about …is the WHAT… SCIENCE… DATA
  18. 18. “There is no better place to start than data, since it is the fuel needed to make insightful decisions that can drive your business forward.” DWH CRM Digital Mobile Social Other Data Quality Data Integration Data Model Data Governance D A T A S O U R C E S Where do we begin? DATA
  19. 19. DATA Challenges? We think not… Opportunity #1 Opportunity #2 Opportunity #3 Ability to collect & immediately access granular data [Addressing Latency & Tag Management] Pre-processing data for marketing and analytics [Adding Business Context] Leveraging advanced analytics & marketing automation [Relevance & personalization]
  20. 20. DATA
  21. 21. 21 DATA DRIVEN marketing u.s. 8,7% of total GDP DATA
  22. 22. Data Utilization Accelerates Programmatic display, omnichannel demand, drive digital data use cases Databases become more sophisticated repositories of online and offline data Technologies to activate the data mature along with the talent to use it 2 14 DATA
  23. 23. DATA BIG DATA STAYS
  24. 24. Visualization NEW CUSTOMERS DATA
  25. 25. VISUALIZATION
  26. 26. http://www.informationisbeautiful.net/visualizations/worlds-biggest-data-breaches-hacks/ VISUALIZATION
  27. 27. 27 https://pbs.twimg.com/media/Blt0vL3CQAAKovO.jpg:large VISUALIZATION
  28. 28. www.guns.periscopic.com 28 VISUALIZATION
  29. 29. www.Vimeo.com/62289901 29 VISUALIZATION
  30. 30. WHY is Advanced Data Visualization Critical? Firms need to use data visualization because information workers: Cannot see a pattern without data visualization Cannot fit all of the necessary data points onto a single screen Cannot effectively show deep and broad data sets on a single screen Need for proactive alerts in business Need the data to be presented in a very clear way, or there will be no decisions made 2 14 VISUALIZATION
  31. 31. VISUALIZATION
  32. 32. The NEW Consumer Data Visualization verywhere commerceE
  33. 33. verywhere commerce From Purchase Funnel… E
  34. 34. …To PURCHASE FISH COMPLEX WORLD OF FEEDBACK INVOLVING Research Multi-channel contact Testing of opinion with other consumers Purchase verywhere commerceE
  35. 35. 35 PURCHASE FISH verywhere commerceE
  36. 36. Consequence STORES NEED TO IN TIME & SPACE DISAGGREGATION verywhere commerceE 2 14
  37. 37. The CLEV model verywhere commerceE
  38. 38. The NEW Consumer Data Visualization Mobile verywhere commerceE
  39. 39. MOBILE 39
  40. 40. MOBILE 40
  41. 41. MOBILE 41 SECOND SCREEN TABLET ADOPTION combines with Smart ‘Connected’ TV’S and GAME CONSOLES
  42. 42. MOBILE Of smartphone shoppers use mobile device to help them shop in store Sexy little numbers… Of shoppers prefer to reference smartphone over asking shop assistant 84% 73%
  43. 43. MOBILE Sexy little numbers… Of people keep mobile with them day and night at arms length Highest penetration of smartphone vs. mobile devices in Spain74% 90%
  44. 44. MOBILE Sexy little numbers… + 68% M-COMMERCE 44 MOBILE ADVERTISING x 2year over year +++SOCIAL INTERACTIONS ON MOBILE
  45. 45. MOBILE Path of purchase SYNCHRONIZE VAPORIZE REORGANIZE Create mobile service or multiple touchpoints Reach at moments in time and place, immediate need and action Activate purchase from any step in path to purchase 2 14
  46. 46. The NEW Consumer Data Visualization Mobile Location verywhere commerceE
  47. 47. INTERACTION BETWEEN BASED INFORMATION SMARTPHONES LOCATION LOCATION
  48. 48. LOCATION
  49. 49. LOCATION VS . in 2011 of US cellphone users use mobile location at least weekly Is the new cookie! In 2015 sales via social channels predicted $5 billion http://www.youtube.com/watch?v=c6ATOgEcR1U
  50. 50. LOCATION Local – Drive Opportunity 96% Smartphone users who have researched a product or service on their phones 94% Smartphone users who have searched for local information 90% Smartphone users who acted within 24 hours 70% Smartphone users who called businesses after searching 66% Smartphone users who visited stores in person OPEN
  51. 51. LOCATION Click through rate by proximity to a business destination CTR Increase Miles
  52. 52. LOCATION Real question: Now that we know where you are, which media will we use to reach you? Placing a digital barrier around certain locations enabling action when user is in a specific spot visit a location after receiving alert Geofencing made purchase (50% unplanned)
  53. 53. LOCATION
  54. 54. LOCATION 54 iBeacon > NFC
  55. 55. LOCATION FORMS OF EXCHANGE, MEDIA & COMMERCE For Marketers, this means OPPORTUNITY SO LO MO 2 14
  56. 56. The NEW Consumer Data Visualization Mobile 56 Location verywhere commerceE
  57. 57. 57 Even death becomes social… SOCIAL DATA EVERYWHERE
  58. 58. SOCIAL DATA EVERYWHERE Dynamic Hard to decipher signals from noise Difficult to measure ROI Unstructured
  59. 59. SOCIAL DATA EVERYWHERE Sources Social conversations Social actions (brand specific) Social graph (relationships between people, with brands) 59
  60. 60. SOCIAL DATA EVERYWHERE Why? Determining customer interests (has shelf-life = relevance) Detecting in-market signals (intent) Identifying relevant influencers • highly connecter=reach • relevant content • impact via high engagement 2 14
  61. 61. SOCIAL DATA EVERYWHERE Turning insight into action 61
  62. 62. The NEW Consumer Data Visualization Location Loyalty verywhere commerceE Mobile
  63. 63. LOYALTY 2 14 From points to engagement, loyalty programs begin to add new incentives (currencies) – whether social causes, health or lifestyle rewards Loyalty goes mobile, so you can take it with you – carry it or wear it! THE QUESTION: WHEN DOES LOYALTY START? Starts at first INTERACTION, not transaction: this changes how to reward behavior The continuing evolution of
  64. 64. The NEW Consumer Dat a Visualization Loyalty Location verywhere commerceE Mobile
  65. 65. LOYALTY 2 14 The king of relationships Chief Story Officer of businesses increasing content marketing budgets Mobile content marketing strategies will lead the way in-store to see the ROI Director of Content becomes a Marketing Job 60% of corporations are doing content marketing – they will finally define it in 2014
  66. 66. The NEW Consumer Data Mobile Loyalty Location Analytics Visualization verywhere commerceE
  67. 67. Include social data ANALYTICS 2 14 Need to link advanced analytics & web and digital analytics
  68. 68. ANALYTICS
  69. 69. Data Mobile Loyalty Location Visualization Analytics The NEW Consumer verywhere commerceE
  70. 70. MARKETING OPERATIONS MANAGEMENT (MOM) Definition Is a version of end to end marketing process optimization, from planning and budgeting, through marketing asset management, to global marketing execution and analysis. Is the alignment of people, process and technology to support marketing activities and improve marketing effectiveness. 70
  71. 71. MARKETING OPERATIONS MANAGEMENT (MOM)
  72. 72. MARKETING OPERATIONS MANAGEMENT (MOM) 72
  73. 73. MARKETING OPERATIONS MANAGEMENT (MOM) Trend THE RISE OF MARKETING 2 14
  74. 74. MARKETING OPERATIONS MANAGEMENT (MOM) Driven by enterprise business marketing, not tactical marketing 74 Trend OMNICHANNEL CUSTOMER ENGAGEMENT
  75. 75. MARKETING OPERATIONS MANAGEMENT (MOM)
  76. 76. MARKETING OPERATIONS MANAGEMENT (MOM) Cycle times shrink Marketer Expectation: “I need to respond/react faster” Reality: Campaign and interaction cycle times from planning to execution continue to shrink – pressuring suppliers to be more agile – from development to delivery Consumer expectation: “I want it NOW” 2 14
  77. 77. MARKETING OPERATIONS MANAGEMENT (MOM) Turning insight into action
  78. 78. MARKETING OPERATIONS MANAGEMENT (MOM) 78
  79. 79. Data Mobile Location Visualization Analytics The NEW Consumer Loyalty Innovation verywhere commerceE
  80. 80. INNOVATION
  81. 81. INNOVATION PILLAR CULTURE PILLAR TEAM Everyone needs a coach. Innovation that happens from top down is orderly but dumb. Innovation that happens from bottom up is chaotic and smart. Innovation ≠ Olympics Culture of trying & failing 20% of kayak e-mails = tests INNOVATION
  82. 82. INNOVATION
  83. 83. Data Mobile Location Visualization Analytics The NEW Consumer Loyalty Innovation verywhere commerceE The changed role of Marketing
  84. 84. Things real people don’t say Things real people don’t say about advertising…
  85. 85. THE CHANGED ROLE OF MARKETING
  86. 86. THE CHANGED ROLE OF MARKETING “ There’s never been a more exciting time to be in marketing because change will continue, no one is going to be bored” Terry Jones Change agents say…
  87. 87. THE CHANGED ROLE OF MARKETING “ We in marketing need to make the rest of the organisation uncomfortable” 98 Change agents say…
  88. 88. THE CHANGED ROLE OF MARKETING “ If you don’t like change, you’re going to like irrelevance even less” Change agents say…
  89. 89. THE CHANGED ROLE OF MARKETING larger purchaser of technology than IT, but not technologist role  chief story teller CMO
  90. 90. THE CHANGED ROLE OF MARKETING Fix what they don’t like Have conversations with customers to make them more successful Listen to the customers! Keep your eyes on the ball! Only 1 out of 5 companies know who their core customers are 2 14 1 2
  91. 91. Mobile Location Visualization Analytics Loyalty Innovation The changed role of Marketing Data The NEW customer verywhere commerceE
  92. 92. THANK YOU kathleen.peeters@bisnode.com Marketing and Communication Director www.bisnode.be | www.bisnode.com @kathleenonthego Follow us on :

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