Mark Jeffery            Senior Lecturer of Executive Programs, Kellogg School of Management            and Managing Partne...
Data-Driven Marketing:                                               12/20/2012Trends and Implications for Search Marketers
• 1. Motivation  • 2. The Marketing Divide  Data-Driven Trends:  • 3. Big Data  • 4. Agile Marketing  • 5. (Social)2Data-D...
Data-Driven Marketing:                                               12/20/2012Trends and Implications for Search Marketers
Data-Driven Marketing:Trends and Implications for Search Marketers
• The Business    – Major US general merchandise retailer with over $30 Billion revenues    – Direct mail more than 250 Mi...
Data-Driven Marketing:Trends and Implications for Search Marketers
Data-Driven Marketing:                                               12/20/2012Trends and Implications for Search Marketers
Data-Driven Marketing:Trends and Implications for Search Marketers
Data-Driven Marketing:Trends and Implications for Search Marketers
Diverse Contacts in                                     Different towns                 Redundant Contacts                ...
Source: Katrin Ribant et al, “Social Media Attribution – Beyond User Engagement,” Havas Digital, 2011Data-Driven Marketing...
• 1. Motivation  • 2. Marketing Divide  Data-Driven Trends  • 3. Big Data  • 4. Agile Marketing  • 5. (Social)2Data-Driven...
Data-Driven Marketing:Trends and Implications for Search Marketers
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Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers

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How should marketers define search and what will it look like in 2013? What to expect from on-site search and in mobile applications? As new technologies emerge, how will marketers measure interest-based marketing in alternative types of interactions, connecting messages across media?

Keynote:
Mark Jeffery, Senior Lecturer of Executive Programs at the Kellogg School of Management, Center for Research on Technology and Innovation at the Kellogg School of Management.

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Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers

  1. 1. Mark Jeffery Senior Lecturer of Executive Programs, Kellogg School of Management and Managing Partner, Agile Insights LLC mjeffery@agileinsights.com © Mark Jeffery 2012, All Rights reservedData-Driven Marketing:Trends and Implications for Search Marketers
  2. 2. Data-Driven Marketing: 12/20/2012Trends and Implications for Search Marketers
  3. 3. • 1. Motivation • 2. The Marketing Divide Data-Driven Trends: • 3. Big Data • 4. Agile Marketing • 5. (Social)2Data-Driven Marketing: 12/20/2012Trends and Implications for Search Marketers
  4. 4. Data-Driven Marketing: 12/20/2012Trends and Implications for Search Marketers
  5. 5. Data-Driven Marketing:Trends and Implications for Search Marketers
  6. 6. • The Business – Major US general merchandise retailer with over $30 Billion revenues – Direct mail more than 250 Million catalogs per year. Targeting 14 - 18 Million customers. Spread over 18 separate mailings. – Generating incremental sales of $900 Million per year.• New strategy – Split the targeted customers into 25 distinct segments, based on a robust series of variables, attributes and purchase characteristics – Version the mailers, based on products & categories relevant to the various groups• Results – Increase in mailer revenue of $215 Million dollars per year, based on improved targeting and campaign management • 1% improvement in number of trips generated among mailed customers • 5% improvement in average purchase dollars per trip • 2% improvement in gross margin, as "right" product featured captured sales without reliance on off-price promotions – Catalog Targeting project alone had an NPV exceeding $40MM Data-Driven Marketing: 12/20/2012 Trends and Implications for Search Marketers
  7. 7. Data-Driven Marketing:Trends and Implications for Search Marketers
  8. 8. Data-Driven Marketing: 12/20/2012Trends and Implications for Search Marketers
  9. 9. Data-Driven Marketing:Trends and Implications for Search Marketers
  10. 10. Data-Driven Marketing:Trends and Implications for Search Marketers
  11. 11. Diverse Contacts in Different towns Redundant Contacts in different townsPaul Revere Wm. Dawes Data-Driven Marketing: 12/20/2012 Trends and Implications for Search Marketers
  12. 12. Source: Katrin Ribant et al, “Social Media Attribution – Beyond User Engagement,” Havas Digital, 2011Data-Driven Marketing: 12/20/2012Trends and Implications for Search Marketers
  13. 13. • 1. Motivation • 2. Marketing Divide Data-Driven Trends • 3. Big Data • 4. Agile Marketing • 5. (Social)2Data-Driven Marketing: 12/20/2012Trends and Implications for Search Marketers
  14. 14. Data-Driven Marketing:Trends and Implications for Search Marketers

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