Slides of Morten Siert Eriksen from the Digital Impact Forum event on November 7, 2019.

1. 01
Agenda
Joint data and marketing
strategies
It’s your choice03
Marketing or data first?02

2. JOINT DATA AND MARKETING STRATEGIES
Storing
data
Activating
data
Collecting
data
People and culture
Technology processes
Market analysis, setting
goals, customer
segmentation, channel
strategy, marketing tactics
etc.

3. JOINT DATA AND MARKETING STRATEGIES
The overlap represent your ambitions for integrated data and marketing
strategies
Fully integratedData can’t be used
for marketing
Marketing is not ready for
data approach

4. MARKETING OR DATA FIRST?
DATA FIRST
MARKETING
FIRST
Channels vs.
collecting data
Marketing/dat
a activation
Data is a currency
Data is a marketing
byproduct
Handling
information
We evaluate our
marketing channels
as a data source
We use the same
data in different
disciplines; planning
and execution
We believe more in
the channel than in
the potential of data
from another
channel
We forgot that
marketing is about
“manipulating” the
consumers, so we do
it like we did the last
time
We set standards for
how to collect our
marketing data and
we fulfil them
We accept some data
to only exist in
presentations or in
mails
Sorry for being provoking - I’m only human

5. IT’S YOUR CHOICE
DATA FIRST
MARKETING
FIRST
Technology People
Data is a currency
Data is a marketing
byproduct
Resources
One central tool to
handle the data
Our people need to
update their mindset
(accept data)
We have a lot of
technologies that
somehow work
together
We accept that we
need help with “data”
Cost allocations will
change and we must
accept new “lines” in
the budgets
We can’t effort to
decrease the volume
of budgets going to
“traditional”
marketing
But 100 % is not possible