Driving Personalization with Customer Profile Data

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More and more companies are tapping into the data well of consumer social profiles to gain deeper customer intelligence. This wealth of customer data can then be used to understand, segment and activate your customers and increase sales. A lot of companies are doing great things and we're going to share how they're using the data to fuel their programs. In this webinar you will learn how to optimize your email marketing program, create valuable and personalized customer experiences and improve the effectiveness of social media campaigns.

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  • We talk a lot about brands trying to get to know their customers better.
  • We’ve seen examples as varied as giveaway and Loyalty programs.
  • One of those ways is the acquisition of consumer data such as what you find in a social profile
  • One of those ways is the acquisition of consumer data such as what you find in a social profile
  • Reasons why brands should be focused on Social Data to get to know their customers better.
  • Reasons why brands should be focused on Social Data to get to know their customers better.
  • Reasons why brands should be focused on Social Data to get to know their customers better.
  • “We don’t talk enough about what brands should do with the data once they have it. We’ve spent a great deal of time and energy collecting it, but very little time discussing how to use it to get closer to our customers.”There is a huge and potentially missed opportunity
  • Samsung uses gamification to encourage product reviews, user generated Q&A and then uses that data for additional insights about their customers.
  • Samsung story about using social for product registration over this slide.
  • Virgin appends users travel data to a personal travel map, but also allows them to add destinations they plan to travel to in the future. Virgin Australia creates a travel map of all the places their customers have been and where the plan to go in the future.
  • WholeFood personalizes the site experience for registered users. “Sometimes it’s as simple as showing me that you know my name. Whole Foods displays a warm welcome on screen to registered users. However, they go further than that . . .”
  • Whole Foods appends the user profile with customer selected food items to use as a shopping list at retail.
  • Improve the Effectiveness of Social Media Campaigns - Dr. Pepper (tracks participation in campaigns within the profile
  • What’s the demographic of your audience and where are they?Needs a graphic. I may have bullets to add as well.
  • Dr. Pepper appends profiles with participation data so that they can segment their users based upon the campaigns they chose and chose not to participate in.The Social Profile is the picture we paint of ourselves.Brands should take stock of the data and use progressive profiling techniques to gain additional valuable data from customers.
  • Dr. Pepper appends profiles with participation data so that they can segment their users based upon the campaigns they chose and chose not to participate in.
  • Future of targeted advertising.
  • Whether it’s in feed promotion on Twitter, Tumblr or Foursquare, native advertising is the attempt to It’s not coincidence that the best native advertising happens on mobile where brands have greater access to your identify via device, app and location.
  • Handholding. You’re out of coffee, target brand has coffee on sale 3mi from your house.
  • Driving Personalization with Customer Profile Data

    1. 1. Driving Personalization with Customer Profile Data with Reggie Wideman ©2013
    2. 2. Brands Want 1:1 Relationships with Customers ©2013
    3. 3. They’ve tried many tactics… ©2013
    4. 4. Those Tactics Only Work if You Really Know Your Customer ©2013
    5. 5. Social Profile Data Fuels Your Marketing Program Email Marketing eCommerce Demographics Personalization Psychographics Targeting CMS Behavioral CRM + ©2013 Other
    6. 6. Opportunities for Consumer Profile Data ©2013
    7. 7. REAL TIME MARKETING right place, right time Above: Google Zavers real-time coupon demo Right: Oreo Super Bowl Blackout Twitter ad ©2013
    8. 8. PRECISION MARKETING right person, right offer fan one fan two email offers ©2013
    9. 9. BRAND ADVOCACY amplifying the love ©2013
    10. 10. What’s in the Social Profile? Name Gender Birthdate Photo Interests Music TV Politics ©2013 Occupation Location Education Marital Movies Books Hobbies Religion
    11. 11. Types of Data Edit Your Account Account Info Profile Photo Username Activity Feed AnnSmith Anne Smith read something First Activity Anne Smith shared something Ann Last Anne Smith liked something Smith Social Profile Email Address Annsmith242@gmail.com Address Choose new photo Linked Accounts Gender Female Password Change Password Public Profile Public Profile ©2013 Birthdate February 1 1980 Appended Data
    12. 12. What to do with all this data? ©2013
    13. 13. What our customers are doing ©2013
    14. 14. Samsung uses gamification to spur product registration and activity data Social Login Results 506% more likely to write product reviews Engaging users on site via game mechanics ©2013
    15. 15. All this data is used to optimize email marketing ©2013
    16. 16. UMG uses appended preferences and location to precisely target fans and support brand advocacy Emails personalized based on music preferences and location. Experienced 67% open rates for select campaigns ©2013
    17. 17. Appended customer profiles create targeting opportunities ©2013
    18. 18. Whole Foods: Content Personalization ©2013
    19. 19. Whole Foods appends customer interest data ©2013
    20. 20. Dr. Pepper appends consumer profiles with campaign participation tags for segmentation ©2013
    21. 21. 5 Rules For Thinking About Your Data ©2013
    22. 22. Don’t think about your data, think about your customer. Never Forget: Your Customer is a Real Person ©2013
    23. 23. Which Social Networks represent your customers? ©2013
    24. 24. What’s missing from your customer profile? ? ©2013
    25. 25. Consider augmenting the profile with life data ©2013
    26. 26. What Tools do I need in my Customer Engagement Ecosystem? ©2013
    27. 27. 5 Rules For Thinking About Your Data 1. Don’t think about your data, think about your customer. 2. 3. 4. Which Social Networks represent your customers? 5. What Tools do I need in my Customer Engagement Ecosystem? ©2013 What’s Missing from your customer profile? What types of valuable data can I add to the profile?
    28. 28. http://www.flickr.com/photos/29969125@N05/7551012112/ ©2013 “I was promised flying cars.” Native Advertising Real Time Marketing Consumer Driven Advertising
    29. 29. Native Advertising ©2013
    30. 30. But if you don’t know your customer . . . ©2013
    31. 31. Real Time Marketing I was just now Thinking about coffee and how awesome I am. ©2013
    32. 32. But if you don’t know your customer . . . ©2013
    33. 33. Consumer driven advertising ©2013
    34. 34. But if you don’t know you’re customer . . . #awesome #buythis #friendapproved ©2013
    35. 35. In conclusion • Make a plan for your consumer data ecosystem • • • Remember the five rules ©2013 Keep an eye on the cutting edge Iterate, test and optimize
    36. 36. Thank You! ©2013

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