Will Data Save Us?

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Lenovo, the marketer of ThinkPad computers, has recently transformed from a global #4 PC player to global #2, with significant contributions from global eCommerce. The ThinkPad brand has expanded globally and has harnessed the power of crowdsourcing and social engagement in an authentic way. Lenovo's Ajit Sivadasan presents key insights and lessons learned that marketers can take back to their organizations.

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  • KathyNike as an exampleNike ad (see olympics / everyone is winner, kid running down road)Nike banner in a sport on ESPN website sports audienceNike+ website screenshot – enrolled tracking
  • Will Data Save Us?

    1. 1. WILL DATA SAVE US? XCMO SUMMIT Austin Ajit Sivadasan VP/GM Lenovo.com May, 2014 | ajitsivadasan Email | ajit@lenovo.com
    2. 2. 2 MARKETING‟S BIGGEST CHALLENGE?
    3. 3. DATA IS EXPLODING EVERYTHING IS DIGITAL
    4. 4. FROM 1.8Z IN 2011 TO 7.9Z IN 2015 1 Z ~ 1x10 E 18 Bytes T O P E Z www.saphana.com
    5. 5. WHAT’S DRIVING CHANGE? COPYRIGHT(C) AJIT SIVADASAN, 2013 CUTOMER MIGRATION ONLINE DRAMATIC AND REAL  560% growth in adoption since 2000  Move to massively online platforms; Khan‟s academy, Code‟s academy SOCIAL AND MOBILE PUSHING SPEED OF COMMUNICATION TO „0‟  Social media reaches 82% of the world and uses 19% of total time spent online (Comscore 2011)  Model turning to „Engagement‟; First Digital, then Mobile, What next?  Content increasingly the currency of engagement TRADITIONAL ADVERTISING AND MARKETING MODEL CHALLENGED DIGITAL DATA CREATING CHALLENGES & OPPORTUNITIES  From 2005 to 2020, the digital universe will grow by a factor of 300  130 exabytes to 40,000 exabytes, or 40 trillion gigabytes  From now until 2020, the digital universe will about double every two years TOTAL DATA EXPLODING, COST OF COMPUTING DOWN, COST OF ACCESS INCREASING  33% of available data can be explored for insights 2020 (IDC) vs. 25% today  Cost/GB will approach <$1 by 2020 even as investments approach $8T
    6. 6. MORE DOESN‟T MEAN MORE RELEVANT OR THAT IT CAN BE MEANINGFULLY LEVERAGED Source: www.jisc.ac.uk
    7. 7. UNSTRUCTURED DATA DRIVING SIGNIFICANT PORTION OF THE OVERALL DATA Source: datanami.com
    8. 8. MARKETING TECHNOLOGY ECO SYSTEM IS BROAD, COMPLICATED AND EVOLVING CONTINUOUSLY
    9. 9. REAL TIME DECISION MAKING IS THE ULTIMATE GOAL Source: Infocus.emc.com
    10. 10. PUNCH LINE? COPYRIGHT(C) AJIT SIVADASAN, 2013 DATA IS CENTRAL TO EACH AND EVERY INTERACTION AND WILL DRIVE HIGHER ACCOUNTABILITY AND EFFICIENCY….. HOW IS THIS IMPORTANT FOR BRANDS?
    11. 11. 11 BRANDS ARE IN TROUBLE COPYRIGHT(C) AJIT SIVADASAN, 2013 134,000 CUSTOMERS IN 23 COUNTRIES WERE ASKED WHAT THEY THOUGHT ABOUT 700 BRANDS (Havas Media)  A majority felt they could live with 73% of the brands VANISHING  EUROPE and AMERICA, 92% would not be missed STUDY BY BCG FOUND THAT 46% MILLANIELS USE THEIR SMARTPHONES TO CHECK PRICES AND ONLINE COMMENTS WHEN THEY VISIT A SHOP CONSUMERS ARE BOMBARDED WHEREEVER THEY LOOK  Average westerner sees a logo 3000 times a day THE ECONOMIST FEB 1ST 2014, SCHUMPETER
    12. 12. THE MARKETING EVOLUTION? COPYRIGHT(C) AJIT SIVADASAN, 2013 Mass Marketing Digital Marketing Digital Engagement METHOD: Mass Marketing FORMS: TV, Print, Billboards KPI: Impressions & Awareness METHOD: Targeted Marketing FORMS: Search & Display, video KPI: Page Visits, Conversion METHOD: Engagement Marketing FORMS: Collaborative Marketing, and Relationship building KPI: Advocacy & Loyalty
    13. 13. 13 COPYRIGHT(C) AJIT SIVADASAN, 2013 HYPOTHESIS ALL THINGS EQUAL…..MARKETING THAT IS INCLUSIVE AND EMBRACES THE POWER OF DIGITAL/MOBILE/SOCIAL CAN DRIVE SIGNIFICANT DIFFERENTIATION, HIGHER ACCOUNTABILITY AND EFFICIENCY
    14. 14. 14 COPYRIGHT(C) AJIT SIVADASAN, 2013 “ BIG DATA IS LIKE TEENAGE SEX, EVERYONE TALKS ABOUT IT, NOBODY REALLY KNOWS HOW TO DO IT, EVERYONE THINKS EVERYONE ELSE IS DOING IT, SO EVERYONE CLAIMS THEY ARE DOING IT...” – Dan Ariely
    15. 15. MARRYING SEGMENTATION DATA WITH CLICK STREAM DATA CAN YIELD PRECISE VALUE PROPOSITIONS 1.
    16. 16. 16 COPYRIGHT(C) AJIT SIVADASAN, 2013 © NEUSTAR, INC. / PROPRIETARY AND CONFIDENTIAL PREDICTIVE SEGMENTATION  MEASURABILITY
    17. 17. 17 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED. MARRYING VALUE PROPOSITIONS  CONVERSION COPYRIGHT(C) AJIT SIVADASAN, 2013 CREATE • Develop the link between e1 and Lenovo LISTEN/ ANALYZE • Identify unique VALUE PROPOSITION for 8 product groups ACTIONS • Display a unique VALUE PROPOSITION RESULTS • Order Conversion 75.5% lift • Revenue per Visitor 58.5% lift • 8X ROI Convertible Tablet
    18. 18. CLICK STREAM DATA ANALYSIS CAN REVEAL BEHAVIORAL TENDENCIES THAT CAN BE ADDRESSED MEANINGFULLY 2.
    19. 19. OBSERVED BEHAVIOR  PREDICTIVE EXPERIENCE COPYRIGHT(C) AJIT SIVADASAN, 2013 Loyal Customers Offer Seekers Up and Moving Visitors Wanderers/Irregular Visitors Lenovo.com Clickstream Data –476 parameters for every click –2.5 Terabytes in size –~1 million visitors per day Clustering Visitors Personal Targeting Offers Targeted Content Campaigns And Targeted Content Visitor Segment
    20. 20. Segment 5: carting 32% checkout 7% Segment 19: carting 12% checkout 2% Segment 2: carting 14% checkout 3% Segment 12: Carting & checkout 0% Campaigns Targeted: 50% COPYRIGHT(C) AJIT SIVADASAN, 2013 CLUSTERING DRIVES PRIORITIZATION
    21. 21. PRIORITIZATION RELEVANT ENGAGEMENT ? Action Recommendations Converts, Conversion Ratio & Improvement % Identified prospects Average number of unique visitors on a day (May 21st to June11th ) 971,537 High Probability 6,525 417 6.77% 4296% Targeted Campaigns display / email Medium Probability 112,956 579 0.54% 252% Internal Promotions Low Probability 852,056 492 0.06% (62%) No Promotions / Zero cost promotions TARGET 1% OF VISITORS TO MAXIMIZE SALES ROI
    22. 22. ALL DIGITAL, ALL SOCIAL CAMPAIGNS CAN DRIVE REAL TIME MEASUREABILITY AND OPTIMIZATION…AND, BE MORE INCLUSIVE 3.
    23. 23. 23 2014 LENOVO INTERNAL. ALL RIGHTS RESERVED. YOGA TABLET
    24. 24. 24 REAL TIME BUZZ  MEASUREABLE, ACTIONABLE Conversation Highlights: #BetterWay  1.6K mentions during launch  Fell to 630 post launch  Lenovo handles and Ashton Kutcher posts continued to gain retweets on day after launch Yoga Tablet  13K mentions over 2 days  Fell to 2K post launch  Mentions continued post- launch as more countries joined The livestream is beginning in LA aplusk really excited to help shape future of tech with @Lenovo … Say hello to our newest employee. @aplusk #lenovo #betterway Oct 29: Yoga Tablet Android-powered multimode apparent 18 hr battery life May 17: Lenovo IdeaPad Yoga 11S made available online N = 21.3K YOGA TABLET just revealed onstage! During Post Launch N = 5K Oct 30: @mashable Lenovo's Yoga Tablet Oct 3rd: Dell‟s new Venue tablet During Post Launch #BetterWay Yoga Tablet
    25. 25. 25 COPYRIGHT(C) AJIT SIVADASAN, 2013 FACEBOOK Reach: 8M people 804K clicks, likes, comments and shares TWITTER Reach: ~15M people & 2K retweets #betterway  121% higher engagement VINE 180K views of teaser videos YouTube 2.3M videos views LENOVO.COM 1.4M views & 326K unique visitors, 20% SEO LIFT CAMPAIGN METRICS (30 Days)
    26. 26. FINAL THOUGHTS  DATA IS CENTRAL TO EVERYTHING WE ARE DOING. NOT ALL DATA IS USEFUL OR CAN BE LEVERAGED COST EFFECTIVELY  MARKETING IS CHANGING DRAMATICALLY, NOT THE FUNDAMENTALS BUT THE “HOW”  MARKETING THAT IS DIGITAL/MOBILE/SOCIAL DRIVES MEASUREABILITY  SIGNIFICANT ORGANIZATIONAL TRANSFORMATION NEEDED FOR REAL TIME MEASUREABILITY AND OPTIMIZATION  MARKETERS IN FUTURE WILL DRIVE MEASURABLE CREATIVITY © COPYRIGHT(C) AJIT SIVADASAN, 2013
    27. 27. COPYRIGHT(C) AJIT SIVADASAN, 2013 SHHHHHHHH ! IT HEARS YOU….

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