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Antwerp Management School - Guest College

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Hans Smellinckx
Hans Smellinckx

Guest college at the Antwerp Management School - summary of slides, not complete deck!

BusinessTechnology
1 of 45
Dear Marketer BRING THE LOVE BACK Marketing
DATA
Omni channel
Thomas Cook Belgium TEDx Flanders Social Marketing Forum 20 years experience Consultant Innovation & Marketing Projects ®Evolution Founder HANS SMELLINCKX Omni-channel Marketing Social Media E-mail Marketing CRM Digital Marketing Mobile Marketing Blogger Metrics, KPI’s & dashboarding Branding & Reach Twitter.com/hanssmellinckx
Some of My References
Brands need to engage
Once upon a time
Passion Socially embedded Shop owner Human Expert
Including: • a TOM study aka “proof that you did a good job” • the same shit as last year • Kotler based
Surprise Stand out
What’s your Happiness index?
Detect change!
DATA
20 – 25 year old Female Student Single University student No children Lower social class
ENIAC Electronic Numerical Integrator And Computer
DATA DATA WAREHOUSE BIG CRM BI
ROADMAP
75% Of seniors say their company is “data driven”
65% (Big) Data not part of the strategy
56% Organisational silo biggest barrier
Challenges
Organisation silos
Technical debate
People skills Tools technology
Nobody understands
“Simply possessing stores of data does not automatically distribute your marketing spend into the right channels and generate an impressive ROI” Jon Baron – CEO Tagman
1 CONNECT
Perfection Does not exist
TIME
2 SEGMENTATION
Socio demo
Socio demo employment Maritial status gender age education Social class
Simple Filter
COMPLEXITY Degree of ROI Real-time (social/mobile) Behaviour criteria Behaviour criteria Lifestyle criteria (Buying) history Socio demo Excel access TIME SAP Oracle / IBM
Confirmed behaviour Unknown future behaviour
Visualise it! http://projects.nytimes.com/census/2010/explorer
Visualise it!
We need Mad men Mad scientists
HANS SMELLINCKX 30 something omni-channel marketer Contact me! www.twitter.com/hanssmellinckx

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