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Leveraging your marketing data

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Presentation given at Marketing's B2B Marketing Transformation conference in London on December 5th 2012

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Leveraging your marketing data

  1. 1. Purple SalixLeveraging Your Marketing Data Pete Jakob Purple Salix email: pete@purplesalix.com Web: www.purplesalix.com Twitter: @curdridge Marketing Science, Marketing Transformation, Business Impact
  2. 2. Purple Salix At last…. …let’s talk Database!Marketing Science, Marketing Transformation, Business Impact
  3. 3. Purple Salix• 90% of the worlds data was created in the last 2 years• 1.8ZB of data created/replicated in 2011 – 1,800,000,000,000,000,000,000 Marketing Science, Marketing Transformation, Business Impact
  4. 4. Purple Salix IBM CMO Survey 2011: CMOs say the Explosion of Data is the greatest “game-changer”, and the one with the greatest lack of preparedness UKI Under preparedness Percent of CMOs reporting underpreparedness 50% 87% Data explosion 70% Social media 80% Growth of channel and device choices 69% Shifting consumer demographics 40% Financial constraints 67% Decreasing brand loyalty 41% Emerging market opportunities 53% ROI accountability 72% Customer collaboration and influence 43% Privacy considerations 60% Global outsourcing 59% Regulatory considerations 78% Corporate transparencySource: Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years? n=5 to 59 (n = number of respondents who selected the factor as important)4 Marketing Science, Marketing Transformation, Business Impact
  5. 5. Purple Salix Buys Engages Visits Complains Ignores Talks ListensMarketing Science, Marketing Transformation, Business Impact
  6. 6. Purple Salix Predictive Analytics in Sportwww.wimbledon.com Marketing Science, Marketing Transformation, Business Impact
  7. 7. Purple Predictive Analysis of social Salix streams…Coming down with flu or something -.- Coming down with flu or something -.-2b honest Ive felt worse were I cant even leave da yard Im soo sick! At least dis flu is bearable Im just hoping it doesnt get worse! 2b honest Ive felt worse were I cant even leave da yard Im soo sick! At least dis flu is bearable Im just hoping it doesnt get worse!@kailamarinaro yeah, i was throwing up yesterday so i got checked out in the morning. i mean im still sick i just dont wanna miss school @kailamarinaro yeah, i was throwing up yesterday so i got checked out in the morning. i mean im still sick i just dont wanna miss school Social Media signal CDC data Also See Sickweather.com Marketing Science, Marketing Transformation, Business Impact
  8. 8. Purple Salix“It’s not about people like me any more, it’s about ME!!” Marketing Science, Marketing Transformation, Business Impact
  9. 9. Purple Salix5 Focus Areas to maximise your Data ROI Maintain Capture Exercise Organise Augment Marketing Science, Marketing Transformation, Business Impact
  10. 10. Purple Salix Capture• Will this data allow me to better serve my clients – Interests – Influencers – Places• Align to Business/Marketing Objectives• Align with Sales• Beware: Buying in Data Marketing Science, Marketing Transformation, Business Impact
  11. 11. Purple Salix Organise• Normalise Fields – Create a data dictionary – Standardise job roles, country, territories etc• Forms – Dropdown Menus – Mandatory fields for segmentation• Social Sign-on Marketing Science, Marketing Transformation, Business Impact
  12. 12. Purple Salix Augment• Enhance with data from external sources – D&B, Experian, Jigsaw, etc• Social data• Customer Service• Reseller Marketing Science, Marketing Transformation, Business Impact
  13. 13. Purple Salix Exercise• Set the Data Experts free!• Behavioural Data• Have rules for Governance – Opt out is for life Marketing Science, Marketing Transformation, Business Impact
  14. 14. Purple Salix MaintainMarketing Science, Marketing Transformation, Business Impact
  15. 15. Purple Salix Maintain• Audit as part of management system – Completeness & Validity – Demographic/Firmographic data – Segmentation – Interest areas• Triggers for Audit – Strategy Change – Acquisition – Diminishing Results – Increasing Optouts Marketing Science, Marketing Transformation, Business Impact
  16. 16. Purple Salix What’s Your Resolution for 2013?• It’s NOT about the data• It IS about the money!• What is your 2013 Data Resolution Johnny Cash Todo List (sold for $6400 in 2010) Marketing Science, Marketing Transformation, Business Impact
  17. 17. Purple Salix “The only source of competitive advantage is the one that can survive technology-fuelled disruption, an obsession with understanding, delighting, connecting with and serving customers. In this age, companies that thrive ... are those that tilt their budgets toward customer knowledge and relationships .” Josh Bernoff, ForresterSource: Ad Age Feb 2012 Marketing Science, Marketing Transformation, Business Impact
  18. 18. Purple SalixThank You! Pete Jakob email: pete@purplesalix.com Web: www.purplesalix.com Twitter: @curdridgeMarketing Science, Marketing Transformation, Business Impact

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