Data is the new black.v5


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Data is the new black.v5

  1. 1. DATA IS THE<br />NEW BLACK. <br />Nick Mercer<br />MD MercerBell<br />
  2. 2. Introduction<br />A trend emerged a few years ago<br />Clients seeking advice around relationship marketing with customer or prospect data at its heart<br />Is Data the new black?<br />
  3. 3. Agenda<br />The changing media landscape<br />New consumer preferences<br />Changes in the marketing environment <br />Collecting and using consumer data<br />Case studies<br />Summary.<br />
  4. 4. The changing media landscape<br />
  5. 5. In 1985 you could reach 80% of consumers with 4 TV spots<br /> Today you need 117 <br />
  6. 6. We’ve witnessed a decade of change in media consumption<br />
  7. 7. Personalised communications<br />Email marketing<br />Email grew in 2008 by 10 %<br />Email marketing in the US worth $12.1 billion<br />More than search or online advertising<br />In the UK email marketing platform sales grew 10% in 2008<br />Direct mail<br />YR ended 30 June 08 direct mail volume in Australia grew 9%.<br />Previous year grew at 6% <br />Previous five years DM volumes have increased 45%.<br />Estimated volume this year showing small growth<br />
  8. 8. Consumer preferences<br />The Reaching Consumer research shows a shift in people’s preferences for receiving marketing messages<br />
  9. 9. Research key findings 2003 and 2008<br />Direct Mail is the clear media preference<br />Growth in preference for email at the expense of mass media channels<br />Preference for email was up from 8% to 23%<br />Preference for newspapers down from 16% to 7%<br />Preference for television down from 29% to 9%<br />Increased rejection of marketing messages in some industries<br />Research commissioned by Australia Post and executed by Open Mind Research Group<br />
  10. 10. Changing marketers needs<br />Changes in the marketing environment<br />
  11. 11. Increased focus on budgets<br />Greater accountability & robustness around advertising & marketing budgets<br />Management are demanding much greater emphasis on proving ROI from all marketing channels<br />Advertising no longer king <br />Move towards channel planning.<br />
  12. 12. Communications activities<br />Shift to customer retention<br />Growing share of wallet<br />Building customer loyalty <br />These activities mainly achieved by DM and EDM<br />
  13. 13. Collecting and using consumer data<br />
  14. 14. Data is everywhere<br />More available customer data than ever before<br />Demographic data<br />Transactional data<br />Behavioural data<br />Usage data<br />Psychographic data <br />Used to drive DM, EDM, mobile and website content<br />
  15. 15. The impact of technology<br />
  16. 16. In the old days<br />
  17. 17. Today<br />
  18. 18. Database marketing has become cheaper, easier and faster<br />
  19. 19. Everyone is doing it<br />
  20. 20. Data driven communications<br />Army Recruitment, UK<br />Telstra Mobile<br />Toyota<br />Repco<br />
  21. 21. Army Recruitment UK<br />personalisation driven by attitudinal data<br />
  22. 22.
  23. 23.
  24. 24. Strong call to actions<br />My segment<br />
  25. 25.
  26. 26. The results<br />Targeted high school students and recent leavers<br />In the first 12 months over 400k completed surveys<br />1. Totally new level of engagement<br />2. 400K new recruit leads<br /> 3. Wealth of attitudinal data <br />
  27. 27. Attitudinal data changed recruitment advertising<br />Analysis lead to advertising to key segments<br />‘mates’ segment are attracted for the social side<br />Advertising used imagery of obstacle courses and playing xbox and mentioned the jobs most likely to suit<br />Rolled out across TV and print. <br />
  28. 28. Telstra Mobile <br />Ultimate personalisation and customisation<br />
  29. 29. Telstra Mobile<br />Massive amounts of customer data available<br />Advanced usage of customer segmentation<br />Combined transactional and demographic data and overlayed geo-demographic <br />Recognised 8 key customer segments.<br />
  30. 30.
  31. 31. Telstra<br />Different plans<br />Segment specific imagery<br />Segment specific message<br />Segment specific copy<br />Different hand sets<br />Unique code<br />
  32. 32. Telstra<br />Totally tailored messages<br />
  33. 33. Tested a number of O/E imagery to reflect the segment<br />but plain wins <br />
  34. 34. So how did it stack up?<br />Won Gold in ADMA Data driven category <br />
  35. 35. Toyota prospect relationship marketing program<br />Data driven online prospecting <br />
  36. 36. Different car buying landscape<br />New car purchase behaviour has changed<br />Average dealer visits decreased from 7 times to 1.5<br />Need to continue to influence prospects<br />Build consideration and be a ‘silent salesman’<br />
  37. 37.
  38. 38. 26 week email<br />10 week email<br />
  39. 39. Bi-monthly enewsletter<br />6 week email<br />
  40. 40. Update your interest webpage<br />
  41. 41. Expired PIDsurvey<br />
  42. 42. Toyota PRM results<br /> ?<br />
  43. 43. Repco Automotive<br />How PURLs increased sales<br />
  44. 44. The Bloody Big Rally promotion <br />Weekly email offers to every customer based on profile info, purchase history and growth potential<br />Personalised mail segmented by customer profile and status, driving customer to PURL<br />Targeted bursts and “last chance” SMS boosted registrations and sales<br />
  45. 45. Direct mail to customer accounts to encourage sign up to the promotion<br />
  46. 46. Follow up direct mail to customer accounts not signed up yet<br />
  47. 47.
  48. 48.
  49. 49. Customer email<br />
  50. 50. Personalised<br />Time to go<br />Sales value<br />No. of entries<br />PURL<br />Next logical product<br />
  51. 51. Every store, state manager, plus national marketing, have daily dashboards updating performance against targets<br />
  52. 52. Results<br />Incremental growth target was 8% <br />Actual growth was 13%<br />Participation rate by customers over 60%<br />Now rolled out into Repco’s overseas markets<br />
  53. 53. Results<br />Short term tactical win<br />Long term strategic opportunities identified<br />Compared similar size businesses product sales<br />Identified business that were only buying certain products from Repco<br />Potential revenue of $4m<br />Now developing targeted cross sell communications<br />
  54. 54. Summary<br />
  55. 55. Summary<br />A new media landscape <br />Consumers preferred communication channels have changed<br />Changes in marketing<br />Technology impact<br />Unexpected companies are collecting and using data<br />Some cases studies.<br />
  56. 56. Data is the new black<br />
  57. 57. Data is NOT the new black<br />
  58. 58. Data is fundamental to<br />personalised communications today<br />Data driven communications are the way forward<br />
  59. 59. `<br />Thank you Questions?<br />Nick Mercer<br />Managing Director<br />MercerBell<br />