SlideShare a Scribd company logo
1 of 99
Download to read offline
Wifi: LivingTomorrow PW: 
#bbdoconnect
+
Tim Nagels, Business Lead Microsoft Dynamics
Franky Willekens, Head of Data Analytics BBDO
Forget about big data. Think big about any data.
October 2012: Franky goes to Las Vegas
Big Data. Customer Engagement. Marketing Accountability. DMA2012 Brings It All Together.
Survey participants DMA2012
91% wants to 
34% is able to
What is the level of data maturity DATA in your company?
The Data Maturity Stairway 
I consolidate customer data 
into one customer database 
I capture customer data 
across different touch points 
I deliver customized interactions at 
point of impact across touch points 
I know what type of offer, channel and time 
is best for different customer segments 
I analyze historical customer data 
(purchases, interactions, motivations) 
I uncover hidden patterns in customer data 
to predict what they are likely to do next 
Gather Data 
Aggregate Data 
Customer Insight 
Targeted 
Communications 
Predictive 
Modeling 
Real-time 
contextual interactions
Today’s story
BBDO Connect Big Data
BBDO Connect Big Data
Relevance + Utility =
Customer 
Experience Leaders 
+43.0% 
S&P 500 Index 
+14.5% 
Customer 
Experience Laggards 
-33.9% 
Reason 1
Reason 2 
86% of customers are willing to pay more 
for a better customer experience
Silos in the organization
Data Silos 
Marketing Sales Customer Service Billing Dept.
We live in the age of the customer. 
A 20-year business cycle in which the most successful enterprises 
will reinvent themselves to systematically understand and serve 
increasingly more powerful consumers. 
Forrester
Bigger role for the CMO 
• Focus of the CMO should be on creating and 
safeguarding the customer experience! 
• Fueling innovation and new business models: 
CMO as firestarter... 
• Become owner of customer data that will guide and 
enable your company strategy.
Overview 
Managing the data Understanding the data Acting on the data
Managing the data Understanding the data Acting on the data
Volume - Variety - Velocity - Value
Value for Value 
• 47% of women would share their mobile phone location 
with a retailer in return for a $5 credit 
• 83% would do so for a $25 credit 
Research Now
Value for value in data gathering 
Two different data sources: 
‣ Own data 
Ask the customer (explicitly) 
Auto-populate data (implicitly) 
‣ External data 
Paid 
Open 
Any data
BBDO Connect Big Data
BBDO Connect Big Data
BBDO Connect Big Data
BBDO Connect Big Data
BBDO Connect Big Data
BBDO Connect Big Data
BBDO Connect Big Data
BBDO Connect Big Data
BBDO Connect Big Data
Managing the data Understanding the data Acting on the data
Personas are a vivid description 
of your customer database records.
Socio-demo 
Habits 
Attitudes 
Consumption 
Media 
Technology
Socio-demo 
Habits 
Attitudes 
Consumption 
Media 
Technology
Customer Behavior Data 
Research data 
Social listing data 
Media reports data 
Third party data 
… 
ANALYZE 
SYNTHESIZE
BBDO Connect Big Data
Analyze Customer Data 
Registration Data Web Browsing Email Response User Actions
Clustering Database Data 
Engagement level 
User action 1 
User action 2 
max min
Third Party Data 
Shopper Panel data 
Socio-demographic & Lifestyle data
Different who? 
Engaging Emily 
• X% in db population 
• Socio-demographic profile 
• Shopping attitudes 
• A-Brands 
• Coupon usage 
• P&G category spend 
• Lifestyle data 
Inactive Iris 
Different what? 
• Content and offers 
• Frequency
BBDO Connect Big Data
BBDO Connect Big Data
BBDO Connect Big Data
BBDO Connect Big Data
BBDO Connect Big Data
BBDO Connect Big Data
Site engagement 
• Repeat visits x2 
• Time on site x9 
Sales 
• Double-digit growth with FlavorPrint users
Predictive Analysis
BBDO Connect Big Data
“We found that 74% of the time, our model 
could correctly predict the exact address.” 
Uber
BBDO Connect Big Data
HISTORICAL CUSTOMER DATA 
CLIENT ID BIRTH DATE LOCATION … # TRANS JAN # TRANS FEB # TRANS MRCH 
567678 25/11/1976 3400 8 2 0 
566777 23/09/1987 3245 4 8 0 
567789 11/08/1945 6700 6 8 6 
445566 21/03/1967 9000 8 9 3 
CURRENT CUSTOMER DATA 
CLIENT ID BIRTH DATE LOCATION … # TRANS APR # TRANS MAY # TRANS JUNE 
567898 25/08/1956 2440 6 1 0 
589777 13/09/1977 3000 4 8 0 
467789 11/09/1969 2431 5 2 0 
445578 12/05/1988 1000 8 9 2 
TODAY 
CHURN FLAG 
YES 
NO 
NO 
NO 
T + X 
CHURN 
PREDICTION 
YES 
NO 
YES 
NO 
LEARN 
APPLY 
How it works
What’s the most likely model of interest when repurchasing?
Attributes 
Initial enquiry data 
(date, model, method, previous 
car…) 
Purchase data 
(date, model, engine type, options, 
…) 
Driver data 
(birthdate, location, dealer…) 
Satisfaction data 
(survey completion, …) 
Predicted Model of Interest
DM 
pack 
Customized customer experience 
Email 
DM 
pack 
Es-mated 
Repurchase 
Date 
Targets 
within 
buying 
window 
Non-­‐responders 
Non-­‐converted 
Test 
Drivers 
A 
A 
B 
B 
C
FMCG Company 
Which is the most likely coupon offer combination that will trigger redemption?
Attributes 
Household data 
(family size, age, …) 
Online response data 
(email open/click behaviour,…) 
Profile data 
(brand consumption, …) 
Redemption data 
(coupon redemption, …)
BBDO Connect Big Data
Democratization of data science
BBDO Connect Big Data
Power to the marketeer
BBDO Connect Big Data
Managing the data Understanding the data Acting on the data
Relevance + Utility =
Customer Journey Planning 
“A pre-planned series of integrated, targeted communications, 
content or services designed to deliver a personal experience 
for the consumer across all touch points.”
From campaigns (ads) to customer moments (value) 
1. What are the make or break moments? 
2. How can this be a positive experience? 
3. What data do we need to help deliver the 
experience?
BBDO Connect Big Data
• Persona 
• Time 
• Place 
• Device 
• External Data Context {
5 golden rules for creating ‘contextual’ customer connections
#1 - Make it easy to interact
BBDO Connect Big Data
It’s CMR
#2 - Combine data and collaborate
BBDO Connect Big Data
Context creates new connections
#3 - Create value, not campaigns
BBDO Connect Big Data
BBDO Connect Big Data
BBDO Connect Big Data
"We are moving more and more toward service, 
personalization, [and] customization." 
Guive Balooch, global director of L'Oréal's Connected Beauty Incubator
#4 - Make real-time data a reality
BBDO Connect Big Data
Data and technology ‘yes’, adding creativity and imagination ‘woohoo’
#5 - Think big about any data
Key takeaways
Requirements: 
• Data driven culture 
• People & Technology 
Relevance + Utility =
Data-driven company culture 
Strategy Data 
Optimize + Innovate 
User Experience
People & Technology
Next 48 hours?
1. What’s your next move on the data maturity stairway? 
2. Who in your own organisation will you address and involve 
in order to be able to move? 
3. What value will you be offering beyond your product or 
service?
Think big about any data
Thank you!
October 9th
IAB ThinkData 
November 20th

More Related Content

What's hot

Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis...
Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis...Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis...
Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis...Travis Wright, Author 📚🤔
 
Eric Yale - How To Thrive in the Post-Digital Age - Tips and Case Studies for...
Eric Yale - How To Thrive in the Post-Digital Age - Tips and Case Studies for...Eric Yale - How To Thrive in the Post-Digital Age - Tips and Case Studies for...
Eric Yale - How To Thrive in the Post-Digital Age - Tips and Case Studies for...Julia Grosman
 
Progressive Profiling Strategy: The Power of Incremental Data
Progressive Profiling Strategy: The Power of Incremental DataProgressive Profiling Strategy: The Power of Incremental Data
Progressive Profiling Strategy: The Power of Incremental DataBen Grossman
 
Using Digital Asset Management To Turn Up Your Content Marketing
Using Digital Asset Management To Turn Up Your Content MarketingUsing Digital Asset Management To Turn Up Your Content Marketing
Using Digital Asset Management To Turn Up Your Content MarketingContent Marketing Institute
 
The Science behind Lead Generation
The Science behind Lead GenerationThe Science behind Lead Generation
The Science behind Lead GenerationHubSpot
 
Brian Kroll - The Strategic Omni-Channel Digital Marketing Playbook
Brian Kroll - The Strategic Omni-Channel Digital Marketing PlaybookBrian Kroll - The Strategic Omni-Channel Digital Marketing Playbook
Brian Kroll - The Strategic Omni-Channel Digital Marketing PlaybookJulia Grosman
 
Digital Marketing Directions 2016: HSMAI NYC
Digital Marketing Directions 2016: HSMAI NYCDigital Marketing Directions 2016: HSMAI NYC
Digital Marketing Directions 2016: HSMAI NYCTim Peter
 
Social Media B2B Marketing | Cisco, Europe
Social Media B2B Marketing | Cisco, EuropeSocial Media B2B Marketing | Cisco, Europe
Social Media B2B Marketing | Cisco, EuropeiStrategy
 
Data Driven Marketing Fundamentals
Data Driven Marketing FundamentalsData Driven Marketing Fundamentals
Data Driven Marketing FundamentalsBernie Borges
 
Unit of Value: A Framework for Scaling
Unit of Value: A Framework for ScalingUnit of Value: A Framework for Scaling
Unit of Value: A Framework for ScalingGreylock Partners
 
Nicky Spooner, Unruly - DMX Dublin 2016
Nicky Spooner, Unruly - DMX Dublin 2016Nicky Spooner, Unruly - DMX Dublin 2016
Nicky Spooner, Unruly - DMX Dublin 2016DMX Dublin
 
Moments that matter - Harnessing the power of meaningful in-person shopping e...
Moments that matter - Harnessing the power of meaningful in-person shopping e...Moments that matter - Harnessing the power of meaningful in-person shopping e...
Moments that matter - Harnessing the power of meaningful in-person shopping e...National Retail Federation
 
Megan Tweed: Modern Brand Storytelling - Seattle Interactive 2015
Megan Tweed: Modern Brand Storytelling - Seattle Interactive 2015Megan Tweed: Modern Brand Storytelling - Seattle Interactive 2015
Megan Tweed: Modern Brand Storytelling - Seattle Interactive 2015Seattle Interactive Conference
 
What's Next: Using Data to Create Impactful Experiences
What's Next: Using Data to Create Impactful ExperiencesWhat's Next: Using Data to Create Impactful Experiences
What's Next: Using Data to Create Impactful ExperiencesOgilvy Consulting
 
2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital C...
2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital C...2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital C...
2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital C...Jason Siegel
 
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing Strategy
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing StrategyCameron Uganec - Humans First: 4 Rules to Simplify Your Marketing Strategy
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing StrategyJulia Grosman
 
Measuring Brand Reputation: Social Analytics' Best Practices
Measuring Brand Reputation: Social Analytics' Best PracticesMeasuring Brand Reputation: Social Analytics' Best Practices
Measuring Brand Reputation: Social Analytics' Best PracticesNetBase Solutions Inc.
 
Digital 101 - February 2015
Digital 101 - February 2015Digital 101 - February 2015
Digital 101 - February 2015Heather Marsh
 
Sateja Parulekar - Let's Get Personal: 7 Steps to Build 1:1 Relationships Wit...
Sateja Parulekar - Let's Get Personal: 7 Steps to Build 1:1 Relationships Wit...Sateja Parulekar - Let's Get Personal: 7 Steps to Build 1:1 Relationships Wit...
Sateja Parulekar - Let's Get Personal: 7 Steps to Build 1:1 Relationships Wit...Julia Grosman
 
Modern marketing and digital tools (overview)
Modern marketing and digital tools (overview)Modern marketing and digital tools (overview)
Modern marketing and digital tools (overview)Mohamed Almalik
 

What's hot (20)

Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis...
Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis...Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis...
Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis...
 
Eric Yale - How To Thrive in the Post-Digital Age - Tips and Case Studies for...
Eric Yale - How To Thrive in the Post-Digital Age - Tips and Case Studies for...Eric Yale - How To Thrive in the Post-Digital Age - Tips and Case Studies for...
Eric Yale - How To Thrive in the Post-Digital Age - Tips and Case Studies for...
 
Progressive Profiling Strategy: The Power of Incremental Data
Progressive Profiling Strategy: The Power of Incremental DataProgressive Profiling Strategy: The Power of Incremental Data
Progressive Profiling Strategy: The Power of Incremental Data
 
Using Digital Asset Management To Turn Up Your Content Marketing
Using Digital Asset Management To Turn Up Your Content MarketingUsing Digital Asset Management To Turn Up Your Content Marketing
Using Digital Asset Management To Turn Up Your Content Marketing
 
The Science behind Lead Generation
The Science behind Lead GenerationThe Science behind Lead Generation
The Science behind Lead Generation
 
Brian Kroll - The Strategic Omni-Channel Digital Marketing Playbook
Brian Kroll - The Strategic Omni-Channel Digital Marketing PlaybookBrian Kroll - The Strategic Omni-Channel Digital Marketing Playbook
Brian Kroll - The Strategic Omni-Channel Digital Marketing Playbook
 
Digital Marketing Directions 2016: HSMAI NYC
Digital Marketing Directions 2016: HSMAI NYCDigital Marketing Directions 2016: HSMAI NYC
Digital Marketing Directions 2016: HSMAI NYC
 
Social Media B2B Marketing | Cisco, Europe
Social Media B2B Marketing | Cisco, EuropeSocial Media B2B Marketing | Cisco, Europe
Social Media B2B Marketing | Cisco, Europe
 
Data Driven Marketing Fundamentals
Data Driven Marketing FundamentalsData Driven Marketing Fundamentals
Data Driven Marketing Fundamentals
 
Unit of Value: A Framework for Scaling
Unit of Value: A Framework for ScalingUnit of Value: A Framework for Scaling
Unit of Value: A Framework for Scaling
 
Nicky Spooner, Unruly - DMX Dublin 2016
Nicky Spooner, Unruly - DMX Dublin 2016Nicky Spooner, Unruly - DMX Dublin 2016
Nicky Spooner, Unruly - DMX Dublin 2016
 
Moments that matter - Harnessing the power of meaningful in-person shopping e...
Moments that matter - Harnessing the power of meaningful in-person shopping e...Moments that matter - Harnessing the power of meaningful in-person shopping e...
Moments that matter - Harnessing the power of meaningful in-person shopping e...
 
Megan Tweed: Modern Brand Storytelling - Seattle Interactive 2015
Megan Tweed: Modern Brand Storytelling - Seattle Interactive 2015Megan Tweed: Modern Brand Storytelling - Seattle Interactive 2015
Megan Tweed: Modern Brand Storytelling - Seattle Interactive 2015
 
What's Next: Using Data to Create Impactful Experiences
What's Next: Using Data to Create Impactful ExperiencesWhat's Next: Using Data to Create Impactful Experiences
What's Next: Using Data to Create Impactful Experiences
 
2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital C...
2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital C...2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital C...
2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital C...
 
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing Strategy
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing StrategyCameron Uganec - Humans First: 4 Rules to Simplify Your Marketing Strategy
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing Strategy
 
Measuring Brand Reputation: Social Analytics' Best Practices
Measuring Brand Reputation: Social Analytics' Best PracticesMeasuring Brand Reputation: Social Analytics' Best Practices
Measuring Brand Reputation: Social Analytics' Best Practices
 
Digital 101 - February 2015
Digital 101 - February 2015Digital 101 - February 2015
Digital 101 - February 2015
 
Sateja Parulekar - Let's Get Personal: 7 Steps to Build 1:1 Relationships Wit...
Sateja Parulekar - Let's Get Personal: 7 Steps to Build 1:1 Relationships Wit...Sateja Parulekar - Let's Get Personal: 7 Steps to Build 1:1 Relationships Wit...
Sateja Parulekar - Let's Get Personal: 7 Steps to Build 1:1 Relationships Wit...
 
Modern marketing and digital tools (overview)
Modern marketing and digital tools (overview)Modern marketing and digital tools (overview)
Modern marketing and digital tools (overview)
 

Viewers also liked

BBDO Connect: How brand experiences help building stronger brands
BBDO Connect: How brand experiences help building stronger brandsBBDO Connect: How brand experiences help building stronger brands
BBDO Connect: How brand experiences help building stronger brandsBBDO Belgium
 
Democratizing Data Science in the Enterprise
Democratizing Data Science in the EnterpriseDemocratizing Data Science in the Enterprise
Democratizing Data Science in the EnterpriseJesus Rodriguez
 
Peter Simons Social Media B2B
Peter Simons Social Media B2BPeter Simons Social Media B2B
Peter Simons Social Media B2BPeter Simons
 
40 Learnings at 40
40 Learnings at 4040 Learnings at 40
40 Learnings at 40Nick Pan
 
BBDO Proximity: Big-data May 2013
BBDO Proximity: Big-data May 2013BBDO Proximity: Big-data May 2013
BBDO Proximity: Big-data May 2013Brian Crotty
 
Leveraging Customer Intelligence and Dashboards to Analyze, Optimize and Grow...
Leveraging Customer Intelligence and Dashboards to Analyze, Optimize and Grow...Leveraging Customer Intelligence and Dashboards to Analyze, Optimize and Grow...
Leveraging Customer Intelligence and Dashboards to Analyze, Optimize and Grow...BusinessOnline
 
IT’S AN “M” WORLD - 9+1 Learnings to Build a Path to Success
IT’S AN “M” WORLD - 9+1 Learnings to Build a Path to SuccessIT’S AN “M” WORLD - 9+1 Learnings to Build a Path to Success
IT’S AN “M” WORLD - 9+1 Learnings to Build a Path to SuccessXPLAIN
 
Customer Intelligence: Using the ELK Stack to Analyze ForgeRock OpenAM Audit ...
Customer Intelligence: Using the ELK Stack to Analyze ForgeRock OpenAM Audit ...Customer Intelligence: Using the ELK Stack to Analyze ForgeRock OpenAM Audit ...
Customer Intelligence: Using the ELK Stack to Analyze ForgeRock OpenAM Audit ...ForgeRock
 
BBDO Connect - The Importance of Storytelling When Building Your Brand
BBDO Connect - The Importance of Storytelling When Building Your BrandBBDO Connect - The Importance of Storytelling When Building Your Brand
BBDO Connect - The Importance of Storytelling When Building Your BrandBBDO Belgium
 
Goal setting - Adrian Fleming
Goal setting - Adrian FlemingGoal setting - Adrian Fleming
Goal setting - Adrian FlemingAdrian Fleming
 
Marketing Your School in Troubled Times -- 12 Strategies to Turnaround a Decl...
Marketing Your School in Troubled Times -- 12 Strategies to Turnaround a Decl...Marketing Your School in Troubled Times -- 12 Strategies to Turnaround a Decl...
Marketing Your School in Troubled Times -- 12 Strategies to Turnaround a Decl...Rick Newberry
 

Viewers also liked (18)

BBDO Connect: How brand experiences help building stronger brands
BBDO Connect: How brand experiences help building stronger brandsBBDO Connect: How brand experiences help building stronger brands
BBDO Connect: How brand experiences help building stronger brands
 
Democratizing Data Science by Bill Howe
Democratizing Data Science by Bill HoweDemocratizing Data Science by Bill Howe
Democratizing Data Science by Bill Howe
 
Democratizing Data Science in the Enterprise
Democratizing Data Science in the EnterpriseDemocratizing Data Science in the Enterprise
Democratizing Data Science in the Enterprise
 
Digital Data Tips Tuesday
Digital Data Tips TuesdayDigital Data Tips Tuesday
Digital Data Tips Tuesday
 
Peter Simons Social Media B2B
Peter Simons Social Media B2BPeter Simons Social Media B2B
Peter Simons Social Media B2B
 
40 Learnings at 40
40 Learnings at 4040 Learnings at 40
40 Learnings at 40
 
BBDO Proximity: Big-data May 2013
BBDO Proximity: Big-data May 2013BBDO Proximity: Big-data May 2013
BBDO Proximity: Big-data May 2013
 
Analyze, Influence and Engage Your Customer - v1.7
Analyze, Influence and Engage Your Customer - v1.7Analyze, Influence and Engage Your Customer - v1.7
Analyze, Influence and Engage Your Customer - v1.7
 
Leveraging Customer Intelligence and Dashboards to Analyze, Optimize and Grow...
Leveraging Customer Intelligence and Dashboards to Analyze, Optimize and Grow...Leveraging Customer Intelligence and Dashboards to Analyze, Optimize and Grow...
Leveraging Customer Intelligence and Dashboards to Analyze, Optimize and Grow...
 
Conversion Jam
Conversion JamConversion Jam
Conversion Jam
 
IT’S AN “M” WORLD - 9+1 Learnings to Build a Path to Success
IT’S AN “M” WORLD - 9+1 Learnings to Build a Path to SuccessIT’S AN “M” WORLD - 9+1 Learnings to Build a Path to Success
IT’S AN “M” WORLD - 9+1 Learnings to Build a Path to Success
 
Customer Intelligence: Using the ELK Stack to Analyze ForgeRock OpenAM Audit ...
Customer Intelligence: Using the ELK Stack to Analyze ForgeRock OpenAM Audit ...Customer Intelligence: Using the ELK Stack to Analyze ForgeRock OpenAM Audit ...
Customer Intelligence: Using the ELK Stack to Analyze ForgeRock OpenAM Audit ...
 
BBDO Connect - The Importance of Storytelling When Building Your Brand
BBDO Connect - The Importance of Storytelling When Building Your BrandBBDO Connect - The Importance of Storytelling When Building Your Brand
BBDO Connect - The Importance of Storytelling When Building Your Brand
 
Brighton SEO - September 2016
Brighton SEO - September 2016Brighton SEO - September 2016
Brighton SEO - September 2016
 
Goal setting - Adrian Fleming
Goal setting - Adrian FlemingGoal setting - Adrian Fleming
Goal setting - Adrian Fleming
 
100+ Beautiful Slides from #CannesLions 2016
100+ Beautiful Slides from #CannesLions 2016100+ Beautiful Slides from #CannesLions 2016
100+ Beautiful Slides from #CannesLions 2016
 
Sales strategy workshop 2013 slideshare
Sales strategy workshop 2013 slideshareSales strategy workshop 2013 slideshare
Sales strategy workshop 2013 slideshare
 
Marketing Your School in Troubled Times -- 12 Strategies to Turnaround a Decl...
Marketing Your School in Troubled Times -- 12 Strategies to Turnaround a Decl...Marketing Your School in Troubled Times -- 12 Strategies to Turnaround a Decl...
Marketing Your School in Troubled Times -- 12 Strategies to Turnaround a Decl...
 

Similar to BBDO Connect Big Data

Using Human Data And Reciprocity Of Value For CX Innovation
Using Human Data And Reciprocity Of Value For CX InnovationUsing Human Data And Reciprocity Of Value For CX Innovation
Using Human Data And Reciprocity Of Value For CX InnovationG3 Communications
 
Webinar Deck: Building Customer Relationships in an Omni-Channel World
Webinar Deck: Building Customer Relationships in an Omni-Channel WorldWebinar Deck: Building Customer Relationships in an Omni-Channel World
Webinar Deck: Building Customer Relationships in an Omni-Channel WorldEnsighten
 
WeBlend, Data-Driven marketing partner
WeBlend, Data-Driven marketing partnerWeBlend, Data-Driven marketing partner
WeBlend, Data-Driven marketing partnerweBlend
 
7 Experts on Transforming Customer Experience with Data Insights (1)
7 Experts on Transforming Customer Experience with Data Insights (1)7 Experts on Transforming Customer Experience with Data Insights (1)
7 Experts on Transforming Customer Experience with Data Insights (1)Mighty Guides, Inc.
 
Two Roads Hospitality Revenue & Reservations Conference Presentation #2
Two Roads Hospitality Revenue & Reservations Conference Presentation #2Two Roads Hospitality Revenue & Reservations Conference Presentation #2
Two Roads Hospitality Revenue & Reservations Conference Presentation #2Loren Gray, CHDM
 
Leveraging big data to drive marketing innovation
Leveraging big data to drive marketing innovationLeveraging big data to drive marketing innovation
Leveraging big data to drive marketing innovationAndrew Leone
 
Big Data LDN 2017: Building a Data-Driven Culture
Big Data LDN 2017: Building a Data-Driven CultureBig Data LDN 2017: Building a Data-Driven Culture
Big Data LDN 2017: Building a Data-Driven CultureMatt Stubbs
 
A marketers guide to data analytics marketing finder webinar 17 july 2013
A marketers guide to data analytics   marketing finder webinar 17 july 2013A marketers guide to data analytics   marketing finder webinar 17 july 2013
A marketers guide to data analytics marketing finder webinar 17 july 2013marketingfinder.co.uk
 
Data, design and delivery the 3 d’s of today’s digital marketing world
Data, design and delivery  the 3 d’s of today’s digital marketing worldData, design and delivery  the 3 d’s of today’s digital marketing world
Data, design and delivery the 3 d’s of today’s digital marketing worldFinancial Publishing Services
 
Emerging Data Quality Trends for Governing and Analyzing Big Data
Emerging Data Quality Trends for Governing and Analyzing Big DataEmerging Data Quality Trends for Governing and Analyzing Big Data
Emerging Data Quality Trends for Governing and Analyzing Big DataPrecisely
 
Emerging Data Quality Trends for Governing and Analyzing Big Data
Emerging Data Quality Trends for Governing and Analyzing Big DataEmerging Data Quality Trends for Governing and Analyzing Big Data
Emerging Data Quality Trends for Governing and Analyzing Big DataDATAVERSITY
 
Top 5 Strategies for Retail Data Analytics
Top 5 Strategies for Retail Data AnalyticsTop 5 Strategies for Retail Data Analytics
Top 5 Strategies for Retail Data AnalyticsHortonworks
 
Sponsor Breakfast Presentation by TruSignal
Sponsor Breakfast Presentation by TruSignalSponsor Breakfast Presentation by TruSignal
Sponsor Breakfast Presentation by TruSignalMediaPost
 
Understanding and winning your customers in the big data era ( retail industry)
Understanding and winning your customers in the big data era ( retail industry)Understanding and winning your customers in the big data era ( retail industry)
Understanding and winning your customers in the big data era ( retail industry)Kim Ming Teh
 
Rocet toronto nov 18 - Convergence of Revenue Management and Digital Marketing
Rocet toronto nov 18 - Convergence of Revenue Management and Digital MarketingRocet toronto nov 18 - Convergence of Revenue Management and Digital Marketing
Rocet toronto nov 18 - Convergence of Revenue Management and Digital MarketingLoren Gray, CHDM
 
Big Data Customer Experience Analytics -- The Next Big Opportunity for You
Big Data Customer Experience Analytics -- The Next Big Opportunity for You Big Data Customer Experience Analytics -- The Next Big Opportunity for You
Big Data Customer Experience Analytics -- The Next Big Opportunity for You Dr.Dinesh Chandrasekar PhD(hc)
 
Hernan Litvac - eCommerce Day Africa Blended [Professional] Experience 2023
Hernan Litvac  - eCommerce Day Africa Blended [Professional] Experience 2023Hernan Litvac  - eCommerce Day Africa Blended [Professional] Experience 2023
Hernan Litvac - eCommerce Day Africa Blended [Professional] Experience 2023eCommerce Institute
 

Similar to BBDO Connect Big Data (20)

Omnichannel_data_DICX2015
Omnichannel_data_DICX2015Omnichannel_data_DICX2015
Omnichannel_data_DICX2015
 
Using Human Data And Reciprocity Of Value For CX Innovation
Using Human Data And Reciprocity Of Value For CX InnovationUsing Human Data And Reciprocity Of Value For CX Innovation
Using Human Data And Reciprocity Of Value For CX Innovation
 
Webinar Deck: Building Customer Relationships in an Omni-Channel World
Webinar Deck: Building Customer Relationships in an Omni-Channel WorldWebinar Deck: Building Customer Relationships in an Omni-Channel World
Webinar Deck: Building Customer Relationships in an Omni-Channel World
 
WeBlend, Data-Driven marketing partner
WeBlend, Data-Driven marketing partnerWeBlend, Data-Driven marketing partner
WeBlend, Data-Driven marketing partner
 
7 Experts on Transforming Customer Experience with Data Insights (1)
7 Experts on Transforming Customer Experience with Data Insights (1)7 Experts on Transforming Customer Experience with Data Insights (1)
7 Experts on Transforming Customer Experience with Data Insights (1)
 
Two Roads Hospitality Revenue & Reservations Conference Presentation #2
Two Roads Hospitality Revenue & Reservations Conference Presentation #2Two Roads Hospitality Revenue & Reservations Conference Presentation #2
Two Roads Hospitality Revenue & Reservations Conference Presentation #2
 
Leveraging big data to drive marketing innovation
Leveraging big data to drive marketing innovationLeveraging big data to drive marketing innovation
Leveraging big data to drive marketing innovation
 
Big Data LDN 2017: Building a Data-Driven Culture
Big Data LDN 2017: Building a Data-Driven CultureBig Data LDN 2017: Building a Data-Driven Culture
Big Data LDN 2017: Building a Data-Driven Culture
 
A marketers guide to data analytics marketing finder webinar 17 july 2013
A marketers guide to data analytics   marketing finder webinar 17 july 2013A marketers guide to data analytics   marketing finder webinar 17 july 2013
A marketers guide to data analytics marketing finder webinar 17 july 2013
 
Data, design and delivery the 3 d’s of today’s digital marketing world
Data, design and delivery  the 3 d’s of today’s digital marketing worldData, design and delivery  the 3 d’s of today’s digital marketing world
Data, design and delivery the 3 d’s of today’s digital marketing world
 
Emerging Data Quality Trends for Governing and Analyzing Big Data
Emerging Data Quality Trends for Governing and Analyzing Big DataEmerging Data Quality Trends for Governing and Analyzing Big Data
Emerging Data Quality Trends for Governing and Analyzing Big Data
 
Emerging Data Quality Trends for Governing and Analyzing Big Data
Emerging Data Quality Trends for Governing and Analyzing Big DataEmerging Data Quality Trends for Governing and Analyzing Big Data
Emerging Data Quality Trends for Governing and Analyzing Big Data
 
Share and Tell Stanford 2016
Share and Tell Stanford 2016Share and Tell Stanford 2016
Share and Tell Stanford 2016
 
Top 5 Strategies for Retail Data Analytics
Top 5 Strategies for Retail Data AnalyticsTop 5 Strategies for Retail Data Analytics
Top 5 Strategies for Retail Data Analytics
 
Sponsor Breakfast Presentation by TruSignal
Sponsor Breakfast Presentation by TruSignalSponsor Breakfast Presentation by TruSignal
Sponsor Breakfast Presentation by TruSignal
 
Understanding and winning your customers in the big data era ( retail industry)
Understanding and winning your customers in the big data era ( retail industry)Understanding and winning your customers in the big data era ( retail industry)
Understanding and winning your customers in the big data era ( retail industry)
 
Rocet Boston Nov '18
Rocet Boston Nov '18Rocet Boston Nov '18
Rocet Boston Nov '18
 
Rocet toronto nov 18 - Convergence of Revenue Management and Digital Marketing
Rocet toronto nov 18 - Convergence of Revenue Management and Digital MarketingRocet toronto nov 18 - Convergence of Revenue Management and Digital Marketing
Rocet toronto nov 18 - Convergence of Revenue Management and Digital Marketing
 
Big Data Customer Experience Analytics -- The Next Big Opportunity for You
Big Data Customer Experience Analytics -- The Next Big Opportunity for You Big Data Customer Experience Analytics -- The Next Big Opportunity for You
Big Data Customer Experience Analytics -- The Next Big Opportunity for You
 
Hernan Litvac - eCommerce Day Africa Blended [Professional] Experience 2023
Hernan Litvac  - eCommerce Day Africa Blended [Professional] Experience 2023Hernan Litvac  - eCommerce Day Africa Blended [Professional] Experience 2023
Hernan Litvac - eCommerce Day Africa Blended [Professional] Experience 2023
 

More from BBDO Belgium

Bbdo connect shopper marketing
Bbdo connect shopper marketingBbdo connect shopper marketing
Bbdo connect shopper marketingBBDO Belgium
 
Omnichannel Shopper Marketing: the next level
Omnichannel Shopper Marketing: the next levelOmnichannel Shopper Marketing: the next level
Omnichannel Shopper Marketing: the next levelBBDO Belgium
 
BBDO Belgium - Agency of the Year
BBDO Belgium - Agency of the YearBBDO Belgium - Agency of the Year
BBDO Belgium - Agency of the YearBBDO Belgium
 
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new worldYour company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new worldBBDO Belgium
 
The Farm by BBDO - Why to participate
The Farm by BBDO - Why to participateThe Farm by BBDO - Why to participate
The Farm by BBDO - Why to participateBBDO Belgium
 
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makesBBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makesBBDO Belgium
 
Some Things You Should Know
Some Things You Should KnowSome Things You Should Know
Some Things You Should KnowBBDO Belgium
 
Twitter for Dummies
Twitter for DummiesTwitter for Dummies
Twitter for DummiesBBDO Belgium
 
FollowFridays, Session 2: The Power of Customer Data and Metrics
FollowFridays, Session 2: The Power of Customer Data and MetricsFollowFridays, Session 2: The Power of Customer Data and Metrics
FollowFridays, Session 2: The Power of Customer Data and MetricsBBDO Belgium
 
Proximity Bbdo Email Benchmark 2007 2008
Proximity Bbdo Email Benchmark 2007 2008Proximity Bbdo Email Benchmark 2007 2008
Proximity Bbdo Email Benchmark 2007 2008BBDO Belgium
 
Proximity Bbdo Siemens Enterprise Communications Uc Roadshow Case
Proximity Bbdo   Siemens Enterprise Communications Uc Roadshow CaseProximity Bbdo   Siemens Enterprise Communications Uc Roadshow Case
Proximity Bbdo Siemens Enterprise Communications Uc Roadshow CaseBBDO Belgium
 

More from BBDO Belgium (11)

Bbdo connect shopper marketing
Bbdo connect shopper marketingBbdo connect shopper marketing
Bbdo connect shopper marketing
 
Omnichannel Shopper Marketing: the next level
Omnichannel Shopper Marketing: the next levelOmnichannel Shopper Marketing: the next level
Omnichannel Shopper Marketing: the next level
 
BBDO Belgium - Agency of the Year
BBDO Belgium - Agency of the YearBBDO Belgium - Agency of the Year
BBDO Belgium - Agency of the Year
 
Your company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new worldYour company has 3 years to redefine its place in this new world
Your company has 3 years to redefine its place in this new world
 
The Farm by BBDO - Why to participate
The Farm by BBDO - Why to participateThe Farm by BBDO - Why to participate
The Farm by BBDO - Why to participate
 
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makesBBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
 
Some Things You Should Know
Some Things You Should KnowSome Things You Should Know
Some Things You Should Know
 
Twitter for Dummies
Twitter for DummiesTwitter for Dummies
Twitter for Dummies
 
FollowFridays, Session 2: The Power of Customer Data and Metrics
FollowFridays, Session 2: The Power of Customer Data and MetricsFollowFridays, Session 2: The Power of Customer Data and Metrics
FollowFridays, Session 2: The Power of Customer Data and Metrics
 
Proximity Bbdo Email Benchmark 2007 2008
Proximity Bbdo Email Benchmark 2007 2008Proximity Bbdo Email Benchmark 2007 2008
Proximity Bbdo Email Benchmark 2007 2008
 
Proximity Bbdo Siemens Enterprise Communications Uc Roadshow Case
Proximity Bbdo   Siemens Enterprise Communications Uc Roadshow CaseProximity Bbdo   Siemens Enterprise Communications Uc Roadshow Case
Proximity Bbdo Siemens Enterprise Communications Uc Roadshow Case
 

Recently uploaded

SFBA Splunk Usergroup meeting March 13, 2024
SFBA Splunk Usergroup meeting March 13, 2024SFBA Splunk Usergroup meeting March 13, 2024
SFBA Splunk Usergroup meeting March 13, 2024Becky Burwell
 
MEASURES OF DISPERSION I BSc Botany .ppt
MEASURES OF DISPERSION I BSc Botany .pptMEASURES OF DISPERSION I BSc Botany .ppt
MEASURES OF DISPERSION I BSc Botany .pptaigil2
 
Master's Thesis - Data Science - Presentation
Master's Thesis - Data Science - PresentationMaster's Thesis - Data Science - Presentation
Master's Thesis - Data Science - PresentationGiorgio Carbone
 
Cyclistic Memberships Data Analysis Project
Cyclistic Memberships Data Analysis ProjectCyclistic Memberships Data Analysis Project
Cyclistic Memberships Data Analysis Projectdanielbell861
 
Create Data Model & Conduct Visualisation in Power BI Desktop
Create Data Model & Conduct Visualisation in Power BI DesktopCreate Data Model & Conduct Visualisation in Power BI Desktop
Create Data Model & Conduct Visualisation in Power BI DesktopThinkInnovation
 
Cash Is Still King: ATM market research '2023
Cash Is Still King: ATM market research '2023Cash Is Still King: ATM market research '2023
Cash Is Still King: ATM market research '2023Vladislav Solodkiy
 
Mapping the pubmed data under different suptopics using NLP.pptx
Mapping the pubmed data under different suptopics using NLP.pptxMapping the pubmed data under different suptopics using NLP.pptx
Mapping the pubmed data under different suptopics using NLP.pptxVenkatasubramani13
 
Elements of language learning - an analysis of how different elements of lang...
Elements of language learning - an analysis of how different elements of lang...Elements of language learning - an analysis of how different elements of lang...
Elements of language learning - an analysis of how different elements of lang...PrithaVashisht1
 
YourView Panel Book.pptx YourView Panel Book.
YourView Panel Book.pptx YourView Panel Book.YourView Panel Book.pptx YourView Panel Book.
YourView Panel Book.pptx YourView Panel Book.JasonViviers2
 
ChistaDATA Real-Time DATA Analytics Infrastructure
ChistaDATA Real-Time DATA Analytics InfrastructureChistaDATA Real-Time DATA Analytics Infrastructure
ChistaDATA Real-Time DATA Analytics Infrastructuresonikadigital1
 
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024Guido X Jansen
 
The Universal GTM - how we design GTM and dataLayer
The Universal GTM - how we design GTM and dataLayerThe Universal GTM - how we design GTM and dataLayer
The Universal GTM - how we design GTM and dataLayerPavel Šabatka
 
5 Ds to Define Data Archiving Best Practices
5 Ds to Define Data Archiving Best Practices5 Ds to Define Data Archiving Best Practices
5 Ds to Define Data Archiving Best PracticesDataArchiva
 

Recently uploaded (13)

SFBA Splunk Usergroup meeting March 13, 2024
SFBA Splunk Usergroup meeting March 13, 2024SFBA Splunk Usergroup meeting March 13, 2024
SFBA Splunk Usergroup meeting March 13, 2024
 
MEASURES OF DISPERSION I BSc Botany .ppt
MEASURES OF DISPERSION I BSc Botany .pptMEASURES OF DISPERSION I BSc Botany .ppt
MEASURES OF DISPERSION I BSc Botany .ppt
 
Master's Thesis - Data Science - Presentation
Master's Thesis - Data Science - PresentationMaster's Thesis - Data Science - Presentation
Master's Thesis - Data Science - Presentation
 
Cyclistic Memberships Data Analysis Project
Cyclistic Memberships Data Analysis ProjectCyclistic Memberships Data Analysis Project
Cyclistic Memberships Data Analysis Project
 
Create Data Model & Conduct Visualisation in Power BI Desktop
Create Data Model & Conduct Visualisation in Power BI DesktopCreate Data Model & Conduct Visualisation in Power BI Desktop
Create Data Model & Conduct Visualisation in Power BI Desktop
 
Cash Is Still King: ATM market research '2023
Cash Is Still King: ATM market research '2023Cash Is Still King: ATM market research '2023
Cash Is Still King: ATM market research '2023
 
Mapping the pubmed data under different suptopics using NLP.pptx
Mapping the pubmed data under different suptopics using NLP.pptxMapping the pubmed data under different suptopics using NLP.pptx
Mapping the pubmed data under different suptopics using NLP.pptx
 
Elements of language learning - an analysis of how different elements of lang...
Elements of language learning - an analysis of how different elements of lang...Elements of language learning - an analysis of how different elements of lang...
Elements of language learning - an analysis of how different elements of lang...
 
YourView Panel Book.pptx YourView Panel Book.
YourView Panel Book.pptx YourView Panel Book.YourView Panel Book.pptx YourView Panel Book.
YourView Panel Book.pptx YourView Panel Book.
 
ChistaDATA Real-Time DATA Analytics Infrastructure
ChistaDATA Real-Time DATA Analytics InfrastructureChistaDATA Real-Time DATA Analytics Infrastructure
ChistaDATA Real-Time DATA Analytics Infrastructure
 
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024
 
The Universal GTM - how we design GTM and dataLayer
The Universal GTM - how we design GTM and dataLayerThe Universal GTM - how we design GTM and dataLayer
The Universal GTM - how we design GTM and dataLayer
 
5 Ds to Define Data Archiving Best Practices
5 Ds to Define Data Archiving Best Practices5 Ds to Define Data Archiving Best Practices
5 Ds to Define Data Archiving Best Practices
 

BBDO Connect Big Data

  • 2. +
  • 3. Tim Nagels, Business Lead Microsoft Dynamics
  • 4. Franky Willekens, Head of Data Analytics BBDO
  • 5. Forget about big data. Think big about any data.
  • 6. October 2012: Franky goes to Las Vegas
  • 7. Big Data. Customer Engagement. Marketing Accountability. DMA2012 Brings It All Together.
  • 9. 91% wants to 34% is able to
  • 10. What is the level of data maturity DATA in your company?
  • 11. The Data Maturity Stairway I consolidate customer data into one customer database I capture customer data across different touch points I deliver customized interactions at point of impact across touch points I know what type of offer, channel and time is best for different customer segments I analyze historical customer data (purchases, interactions, motivations) I uncover hidden patterns in customer data to predict what they are likely to do next Gather Data Aggregate Data Customer Insight Targeted Communications Predictive Modeling Real-time contextual interactions
  • 16. Customer Experience Leaders +43.0% S&P 500 Index +14.5% Customer Experience Laggards -33.9% Reason 1
  • 17. Reason 2 86% of customers are willing to pay more for a better customer experience
  • 18. Silos in the organization
  • 19. Data Silos Marketing Sales Customer Service Billing Dept.
  • 20. We live in the age of the customer. A 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly more powerful consumers. Forrester
  • 21. Bigger role for the CMO • Focus of the CMO should be on creating and safeguarding the customer experience! • Fueling innovation and new business models: CMO as firestarter... • Become owner of customer data that will guide and enable your company strategy.
  • 22. Overview Managing the data Understanding the data Acting on the data
  • 23. Managing the data Understanding the data Acting on the data
  • 24. Volume - Variety - Velocity - Value
  • 25. Value for Value • 47% of women would share their mobile phone location with a retailer in return for a $5 credit • 83% would do so for a $25 credit Research Now
  • 26. Value for value in data gathering Two different data sources: ‣ Own data Ask the customer (explicitly) Auto-populate data (implicitly) ‣ External data Paid Open Any data
  • 36. Managing the data Understanding the data Acting on the data
  • 37. Personas are a vivid description of your customer database records.
  • 38. Socio-demo Habits Attitudes Consumption Media Technology
  • 39. Socio-demo Habits Attitudes Consumption Media Technology
  • 40. Customer Behavior Data Research data Social listing data Media reports data Third party data … ANALYZE SYNTHESIZE
  • 42. Analyze Customer Data Registration Data Web Browsing Email Response User Actions
  • 43. Clustering Database Data Engagement level User action 1 User action 2 max min
  • 44. Third Party Data Shopper Panel data Socio-demographic & Lifestyle data
  • 45. Different who? Engaging Emily • X% in db population • Socio-demographic profile • Shopping attitudes • A-Brands • Coupon usage • P&G category spend • Lifestyle data Inactive Iris Different what? • Content and offers • Frequency
  • 52. Site engagement • Repeat visits x2 • Time on site x9 Sales • Double-digit growth with FlavorPrint users
  • 55. “We found that 74% of the time, our model could correctly predict the exact address.” Uber
  • 57. HISTORICAL CUSTOMER DATA CLIENT ID BIRTH DATE LOCATION … # TRANS JAN # TRANS FEB # TRANS MRCH 567678 25/11/1976 3400 8 2 0 566777 23/09/1987 3245 4 8 0 567789 11/08/1945 6700 6 8 6 445566 21/03/1967 9000 8 9 3 CURRENT CUSTOMER DATA CLIENT ID BIRTH DATE LOCATION … # TRANS APR # TRANS MAY # TRANS JUNE 567898 25/08/1956 2440 6 1 0 589777 13/09/1977 3000 4 8 0 467789 11/09/1969 2431 5 2 0 445578 12/05/1988 1000 8 9 2 TODAY CHURN FLAG YES NO NO NO T + X CHURN PREDICTION YES NO YES NO LEARN APPLY How it works
  • 58. What’s the most likely model of interest when repurchasing?
  • 59. Attributes Initial enquiry data (date, model, method, previous car…) Purchase data (date, model, engine type, options, …) Driver data (birthdate, location, dealer…) Satisfaction data (survey completion, …) Predicted Model of Interest
  • 60. DM pack Customized customer experience Email DM pack Es-mated Repurchase Date Targets within buying window Non-­‐responders Non-­‐converted Test Drivers A A B B C
  • 61. FMCG Company Which is the most likely coupon offer combination that will trigger redemption?
  • 62. Attributes Household data (family size, age, …) Online response data (email open/click behaviour,…) Profile data (brand consumption, …) Redemption data (coupon redemption, …)
  • 66. Power to the marketeer
  • 68. Managing the data Understanding the data Acting on the data
  • 70. Customer Journey Planning “A pre-planned series of integrated, targeted communications, content or services designed to deliver a personal experience for the consumer across all touch points.”
  • 71. From campaigns (ads) to customer moments (value) 1. What are the make or break moments? 2. How can this be a positive experience? 3. What data do we need to help deliver the experience?
  • 73. • Persona • Time • Place • Device • External Data Context {
  • 74. 5 golden rules for creating ‘contextual’ customer connections
  • 75. #1 - Make it easy to interact
  • 78. #2 - Combine data and collaborate
  • 80. Context creates new connections
  • 81. #3 - Create value, not campaigns
  • 85. "We are moving more and more toward service, personalization, [and] customization." Guive Balooch, global director of L'Oréal's Connected Beauty Incubator
  • 86. #4 - Make real-time data a reality
  • 88. Data and technology ‘yes’, adding creativity and imagination ‘woohoo’
  • 89. #5 - Think big about any data
  • 91. Requirements: • Data driven culture • People & Technology Relevance + Utility =
  • 92. Data-driven company culture Strategy Data Optimize + Innovate User Experience
  • 95. 1. What’s your next move on the data maturity stairway? 2. Who in your own organisation will you address and involve in order to be able to move? 3. What value will you be offering beyond your product or service?
  • 96. Think big about any data