knowing your customersHow old are they?How much money do they have?Where do they live?What do they like doing?How do they relax?What drives them?What do they aspire to?
We can guess...
Or we can find out!Data may be your organisations biggest assetSales/ transactionsEnquiriesCustomer serviceWeb analytics (clickstream, site stats +++)Ask themOn-site surveys!
Clive Humby: Founder, dunnhumby
All data can help; in the right hands Customer/ prospect Web Analytics data data DM agency Online team Database Agency Digital agency comScore/ Hitwise/ Alexa IT Google Customer Services (Facebook?) Sales Finance
CUSTOMER DATA Personal About identified individuals About real behaviourWEB ANALYTICS DATA Aggregated Anonymous About real behaviour
The opportunity+ =
Data is the key How much value lies untapped in existing corporate and public data streams? My guess is a lot. How many companies are truly joining up their data to extract andinterpret the kind of intangible insight that has real tangible value? My guess is very few. That, to me, has opportunity<Neil Perkin: Predicting The Unpredictablehttp://neilperkin.typepad.com/only_dead_fish>
Heineken StarPlayer: live football game that lets fans watch UEFA ChampionsLeague matches on TV whilst playing it in real-time on a computer, iPhone oriPod touchexperience for football fans. The game taps into competitive banter of thefans by creating a live TV game experience that can be played fromwherever they are watching the gameOverlay to live football matches, first global example of a social mediagaming platform. Fans watch the football on TV while playing StarPlayer inreal-time, anticipating events on the pitch live and making decisions on whatwill happen in next few seconds -dependent decisions on play
To score points, fans anticipate what will happen at key moments such as corners,free kicks, and penalties, E.g. if the shot will be saved or if there will be a goal in thenext 30 seconds. With every correct forecast, fans gain points. Through thefriends via Facebook and with other players around the world.Champions League, creating a more social experience around watching andenjoying the matches. For Heineken to be able to bring the excitement andcompetition of these premium matches to the actual fingertips of the fans through Floris Cobelens, Global Head of Digital, Heineken
LeveragessponsorshipRecognises mostfootball is viewed onTV by lone malesAdds a real-timeHeavily branded
Cost per engagement?from the emphasis on click-through rate. I feel very confidentbased on results that wereseeing, especially when friendsare recommending to friends.Research shows that, on average,people are 68% more likely toremember seeing the ad if theirfriend has recommended it andtwice as likely to remember themessage of the ad. (Nielsen). To Carolyn Eversonus, whats more powerful than VP-global sales, Facebookclick-through is, April 2011paying attention to the message
How online display advertising works <source: nma.co.uk>
How adserving works The ad serving system looks 1 2 for an appropriate ad based on all the ad schedules it holdsUser goes to a site. The siteloads,Page needs an advert to beplaced on it Delivery & Tracking Publisher Ad URL Server Publisher Ad Statistics AD Servers Database ROI Reporting User 3 Once the ad is chosen it is served, and a record kept of this.