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Understanding your customer's "Digital Self"

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Data, in all of its forms, paints the picture of who your customer really is, your customer’s Digital Self… and within that lies the smaller, critical insights that will drive your marketing success. The New School of Marketing requires taking the countless signals, these self-defining choices, and turning them into meaningful experiences.

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Understanding your customer's "Digital Self"

  1. 1. Understanding your customer’s"Digital Self".Neil Morgan | Senior Director, Digital Marketing 2
  2. 2. DIGITAL MEDIA DIGITAL MARKETING 3
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  10. 10. Data Content Optimisation 11
  11. 11. central v=λf automotive art+architecture manufacturing <$12k $12k-$25k 09 36-55 03 #2950392 Fb = Vρg = mg 05 12-18 #FFCC00 #eeccff F = k ( q1 q2 / r2 ) V = V0(1 + βΔ T ) urban northwest02 female southeast #00e0c9$50k-$100k 08 001 002 003 004 005 006 government rural education male 007financial 009 008 services 18-36 #f1f1f1 southwest 01 #239857 10 55+ $25k-$50k 04 northeast suburban banking ( sin θ1 )/(sin θ2 ) = v1 /v2 = n2 /n1 = λ1 /λ2 1/ Ceq = 1/ C1 + 1/ C2 + 1/ C3
  12. 12. central v=λf automotive art+architecture manufacturing <$12k $12k-$25k 09 36-55 03 524,867 UNIQUE SITES +798%#2950392 READERSHIP Fb = Vρg 44.098% USERS = mg TABLET 05 12-18 #FFCC00 #eeccff F = k ( q1 q2 / r2 ) V = V0(1 + βΔ T ) urban 02 northwest female southeast #00e0c9$50k-$100k 08 001 002 003 004 005 006 government rural education male 007financial 009 008 services 18-36 #f1f1f1 89.78% southwest CLICKTHROUGH 01 PRICE RANGE#239857 RICH CONTENT BASED ON PHONE $25k-$50k AND EXPERIENCE DATA 398% ROI 10 55+ 04 northeast suburban banking ( sin θ1 )/(sin θ2 ) = v1 /v2 = n2 /n1 = λ1 /λ2 1/ Ceq = 1/ C1 + 1/ C2 + 1/ C3 14
  13. 13. Adobe & RSA Group Adobe & Laithwaite’s Adobe & Barclays 4% increase in sales.  Increased conversions from new 59% increase in ISA customers by 29% application conversions  And overall revenue by 11% 16
  14. 14. Adobe® Digital Marketing Suite 17

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