Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Your big data audience insight

2,086 views

Published on

Big data in the digital world: building the brand/customer relationship

Published in: Business, Technology
  • Be the first to comment

Your big data audience insight

  1. 1. YOUR BIG DATA AUDIENCE INSIGHT Sam Zindel _ DATA MODELLING ANALYST WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  2. 2. TODAY’S AGENDA BIG DATA IN THE DIGITAL WORLD BUILDING THE BRAND/CUSTOMER RELATIONSHIP SIGN-POSTING THE CUSTOMER JOURNEY AUDIENCE INSIGHT = COMPETITIVE ADVANTAGE THE VALUE OF 1st, 2nd & 3rd PARTY DATA DATA MANAGEMENT PLATFORMS Q&A #bigdataforum WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  3. 3. THE DIGITAL WORLD IS: Volume Data-rich Velocity Variety Viewed in real-time Multiple sources & complex WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  4. 4. WHAT IS BIG DATA? Structured data Unstructured data Relational databases Relational databases Weblogs and Metadata Social media & user generated content WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  5. 5. WHAT IS BIG DATA? Source: Big Data Insight Group – Industry Trends Report March 2012State of Play WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  6. 6. How people feel about your brand is driven bytheir level of trust and their experience Brand experience Perception Level of trust WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  7. 7. Relationship pyramid Partner Trusted Liked Supplier WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  8. 8. Putting customers at the heart of itcreates a virtuous circle Brand derives maximum Customer derives value from customer maximum value from brand Rich Data gives us better customer intelligence to direct activity WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  9. 9. The potential rewards for companies are huge Brand Customer Loyalty Retention Advocacy Acquisition Awareness Upselling WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  10. 10. High level customer journey and key digital channels Purchase Moment Loyalty Cross-sellAwareness Consideration In Life Advocacy AFFs PPC SEO Display Display Social Website Mobile Email Secure Website WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  11. 11. Focus on conversion Purchase Moment Loyalty Cross-sellAwareness Consideration In Life Advocacy AFFs PPC SEO Display Display Social Website Mobile Email Secure Website WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  12. 12. Putting customers at the heart of itrequires a broader digital approach built on customer need Purchase Moment Loyalty Cross-sellAwareness Consideration In Life Advocacy AFFs PPC SEO Display Display Social Website Mobile Email Secure Website WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  13. 13. AUDIENCE INSIGHT IS KING Some great, simple ideas… WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  14. 14. s tar ian ege n to v how rs s of f e m eatNo WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  15. 15. Relevant offers to child developmental stage Informative content/regular emailsPhoto management and seasonal discounts WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  16. 16. BIG DATA TECHNOLOGY WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  17. 17. Before we get ahead of ourselves…There are 3 things to check we are on top of WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  18. 18. SINGLE CUSTOMER VIEW Structured data Relational databases WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  19. 19. AUDIT AND MANAGE YOUR WEB ANALYTICS PLATFORM WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  20. 20. WHAT BUSINESS QUESTIONS ARE YOU TRYINGTO ANSWER? • How can I improve customer satisfaction levels? • How can I grow my business by 10% in the next 2 years? • Who are my highest value customers and where can I find more people like them? But understand that Big Data should provide a framework for tomorrow’s questions WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  21. 21. How else do you gain insight into your audience? • Collect more data • Conduct research • Test and learn • Further analysis of existing data • Buy 3rd party data WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  22. 22. Data currencyTrade between web users’ data and websitecontent/serviceGoogle “surveywall”Designed to replace publisher paywallsA quick market research question in exchange forcontent WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  23. 23. THE VALUE PROPOSITIONWhat is your company’s data actuallyworth? 1st Party data is great, as long as you are making best use of it Has anyone ever heard of 3rd party data used to scale audience is fine but 2nd party there are issues: •Lack of industry standards data?? •Insight sits with the provider •It is available to everyone WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  24. 24. THE VALUE PROPOSITIONExclusivity of data is keyWhy should all of your insight go towardsimproving a data provider’s product?It is your audience, and you should retainthe insight WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  25. 25. Why does nobody ever talk about 2nd party data?? Closed Loop Brand Data Exchange Publisher WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  26. 26. DMP IS THE EMERGING HUB FOR DIGITAL MARKETING WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  27. 27. Data Management PlatformMake your audience insights actionable Audience Management TF ORMS LA IDE P Inter AD SERVERS S est DEMAND Dem Life- o style Pur- Life- DEMAND SIDE PLATFORMS chas stag e e Firm In- o- Mark grap Beh et hic a- vior CREATIVE OPTIMIZATION CONTENT PERSONALIZATION SSP/EXCHANGES All this….and own your audience data and insight WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  28. 28. Old World> Customer averages in silos> Conversion-based decisions> Channel optimisation> Last click attribution> Content designed for the majority> Ads targeted to 3rd party segments> Audience data owned by 3rd parties> Historic reporting> Disparate data and web analytics> Reactive, reflective, ineffective
  29. 29. New World> Individual customer journeys over tim> Value-based decisions> Customer-centric> Audience specific attribution> Customised content for individuals> Ads targeted to your audience> Own and control your own audience data> Real-time reports> DMPs and predictive analytics> Proactive, predictive, effective
  30. 30. WHAT DOES YOUR BIG DATAOPPORTUNITY LOOK LIKE? WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  31. 31. 32
  32. 32. 33
  33. 33. JOIN US AT OUR 1st MEETUP!Brighton Digital FestivalThurs 27th Sept, 5pmFollow @bigdatabrightonMe @samzZin WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
  34. 34. Thanks for listening!Q&A Sam Zindel _ DATA MODELLING ANALYST sam.zindel@icrossing.co.uk WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700

×