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Data Driven Communications

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Data driven communications presented to RMIT University

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Data Driven Communications

  1. 1. Data Driven Communications Presented to RMIT, 12 August 2014 © 2014 Zuni | All Rights Reserved | Confidential
  2. 2. Hi, I’m Valentina Co-owner & Client Relationship Director of specialist digital agency Zuni Current clients include Michael Hill, NRMA, TAFE, Macquarie University, Lend Lease, Suncorp, Westfield, Roche 20 years agency-side experience © 2014 Zuni | All Rights Reserved | Confidential
  3. 3. DATA’s VERY important © 2014 Zuni | All Rights Reserved | Confidential
  4. 4. Digital Strategy Process Document the business objectives and the expectation of digital’s role in achieving them, as well as current asset performance Understand key target audiences, their online behaviour and determine how they use digital as part of the customer journey to purchase / engage with the product / service Review the broader market and competitive environment Develop an overarching framework that outlines how the various elements of digital work in harmony to achieve the objectives Develop specific executional plans that can be implemented © 2014 Zuni | All Rights Reserved | Confidential
  5. 5. UNDERSTAND THE TARGET AUDIENCE Map out how the target audience uses digital channels to engage with the problem area / solution options and brands, focusing on understanding their digital behaviour and requirements. Key areas of focus : • What does the customer journey for the product / service look like • How is digital used as part of that process • What users want – functionality, channel and content • Differences between target audiences • Frequency of visits
  6. 6. UNDERSTAND THE TARGET AUDIENCE-METHODS • Review all current information on target audience • Market knowledge of the product and audience • Online surveys – On own website – Via email • One-on-one interviews • Qual vs Quant – depends on what you’ve already got
  7. 7. Data Trends in Marketing © 2014 Zuni | All Rights Reserved | Confidential
  8. 8. © 2014 Zuni | All Rights Reserved | Confidential
  9. 9. What is Big Data? • Not an Excel Sheet • Lots of data that can’t be easily managed or manipulated • Layers of data that if mined for the insights are extremely valuable • Know more about the customer and their habits © 2014 Zuni | All Rights Reserved | Confidential
  10. 10. • Realistically, most businesses have little or no use for big data • Large organisations will benefit the most Long drive through queue Short drive through queue © 2014 Zuni | All Rights Reserved | Confidential Electronic menu board displays quick to prepare items Electronic menu board displays higher-margin, longer to prepare items Should I be concerned?
  11. 11. Data Sources • NAB customer data • Census data • Spending data from Quantium peoplelikeu.com.au Case Study
  12. 12. Data Enabling Personalisation Basic email sending Basic reporting © 2014 Zuni | All Rights Reserved | Confidential PERSONALISED CONTENT: Segmented based on purchase behaviour 1:1 CUSTOMER EXPERIENCE: When the customer wants, in the channel they want, based on behaviour in multiple channels TOOLSET & INTEGRATION TIME & DATA CAPTURE
  13. 13. Case Study Personalisation Localisation Purchase history makes up my weekly offers Creating Relationships Other retail examples: http://ibm.co/NwiIxx
  14. 14. Data you can leverage for personalisation Site Behaviour Variables • Customer v Prospect • New v Return visitor • Previous Visit Patterns • Previous Product Interests • Search • Previous online purchase • Previous campaign exposure • Previous campaign response © 2014 Zuni | All Rights Reserved | Confidential Environmental Variables • IP address • Country of Origin • Time Zone • Operating System • Browser Type • Screen Resolution • Demographic Layer (income, age) Referrer Variables • Referring domain • Campaign ID • Affiliate • PPC • Natural Search • Direct / bookmark Temporal Variables • Time of Day • Day of Week • Recency Offline Variables • Frequency
  15. 15. Case Study © 2014 Zuni | All Rights Reserved | Confidential
  16. 16. Quantified Self Sleep Time (Azumio) app Runkeeper app Sources azumio.com, runkeeper.com, quentiq.com © 2014 Zuni | All Rights Reserved | Confidential QUENTIQ platform – wearable sensors and app
  17. 17. Quantified Self © 2014 Zuni | All Rights Reserved | Confidential
  18. 18. Know your customer journey Discovery/ Awareness •General internet usage • Paid Media – including traditional media like pamphlets • Search / Google • Social networks •Word of Mouth: Forums, Reviews, Blog sites Consideration • SEM: Search terms around location, open times, offers and deals; alternatives to gym location (ie independent group exercise) • Social media spaces: View experiences & recommendations of others in network •Word of Mouth: your go-to person (someone you know, in the know), water-cooler chat • Your Product: free trial / offers, try before you buy PT offer © 2014 Zuni | All Rights Reserved | Confidential Final purchase decision • SEM: Search terms around location best options and flexibility • Ongoing Support: Meeting and surpassing your fitness goals; nutritional support, plan reviews • Social Aspect: onboarding process, team introductions, support network creation • Your Product: free trial / offers, try before you buy PT offer; investigate range of membership offers and onboarding offers; member-get-member offers Experience & advocate • Your Product: Content engagement through VALUE for the customer (recipes, meal plans, at home solutions) • App integration: wearable technology information & success – understanding of personal achievements and assessment • Social media spaces: Recommend & share, part of a community
  19. 19. © 2014 Zuni | All Rights Reserved | Confidential
  20. 20. Comms Data Decisions © 2014 Zuni | All Rights Reserved | Confidential
  21. 21. © 2014 Zuni | All Rights Reserved | Confidential
  22. 22. Data, Data, Data © 2014 Zuni | All Rights Reserved | Confidential Results • 1.7million app downloads in first 3 months (iPhone & Android) • Customers who shop both in-store & online spend 70% more than customers who shop solely in store Emails – exclusive member discounts Mobile app with in-store shopping – Shopping lists ordered by aisle of local store – Bar code scan products to add to shopping list – Track fuel vouchers & savings – My specials – offers designed around things customers buy most – Health & wellbeing content – Recipes – add ingredients directly to shopping list See more here http://vimeo.com/52191517
  23. 23. Super Applications © 2014 Zuni | All Rights Reserved | Confidential + + +
  24. 24. © 2014 Zuni | All Rights Reserved | Confidential
  25. 25. © 2014 Zuni | All Rights Reserved | Confidential
  26. 26. ? Questions Valentina Borbone Client Relationship Director e: valentina.borbone@zuni.com.au w: www.zuni.com.au p: 02 9516 5480 t: valentina1975 l: au.linkedin.com/in/valentinaborbone/ © 2014 Zuni | All Rights Reserved | Confidential

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