Official keynote presented by The Fragrance Shop's Customer Marketing Director, Nicola Travis at the Data & Insight Leaders Masterclass #DLManc17 in Manchester on Tuesday 4th April 2017.

1. Data & Insight
3 Pillars – Flaws and Fixes
Nicola Travis
Customer Marketing Director – The Fragrance Shop

2. Data & Insight
3 Pillars – Flaws and Fixes
Data Processing
Input
Output
Loyalty
Channels
Challenges
Customers

3. Data Processing – Input and Output
Data In Answers out
Who are the customer targets
How should we contact them
What behaviours do they have
What message and When
What activities are working
What does the lifecycle look like
Action Data
Demographic Data
Grouping /
Linking
Attribution /
Tracking

4. Data Processing – Input and Output PRINCIPLES
GA
CRM
£TX
FB
STORES
AND
Lead platform for Customer Analysis
Align or Accept but do acknowledge
Leverage data across systems
Supermetrics, connectors, helpful IT
Increments of Tracking
Global, final or complex attribution
Match by Email, Payment, Code, ID
Data is for Decision not Definition.

5. GA Assisted versus Direct conversions – internal understanding.
Call of Duty Model, Global versus Last influence, Longitudinal measures, Channel v Channel,
Assumed Influence – customer led attribution
Second screening swerve, Store attribution, Caution on accidental or intentional view..
Stats with Caveats.
Customer before algorithm. Econometric Modelling. Analytical
Test and Learn - consistency and transparency
Apples with apples. Longitudinal testing,
Data Processing – Input and Output EXAMPLES

6. Data & Insight
3 Pillars – Flaws and Fixes
Data Processing
Input
Output
Loyalty
Channels
Challenges
Customers

7. Loyalty
Loyalty
Re funnel
Cross Channel
behaviour
data
raok / pr /
personality
competitive adv
Hyper Info
Cross Device
Personality trade

8. Loyalty

9. Loyalty PRINCIPLES
AIM – What does the
business want
CUSTOMER – What will
they respond to
SHAPE – What is the
resource, system, journey
Tailor loyalty marketing to the brand
Points or personality : Participation.
Focus on the Aims
And align with the commercials
Measure and evolve
Adapt and react – threat of disinterest
Keep the context
Celebrate milestones – with customers

10. Selecting customers to increase OF with tiers
Re assessment of cost of discount and incremental sales – repositioning of club.
Covert loyalty – ad hoc communication targeting
Successful in low loyalty environment, targeting OF where it CAN be increased
Reward with Kindness, Kudos and Competition elements
Beyond discount – consider RAOK, Social proof, entries and winners.
Loyalty as hygiene not driver – changing customer expectation
But if installing – ensure using.
Loyalty EXAMPLES

11. Data & Insight
3 Pillars – Flaws and Fixes
Data Processing
Input
Output
Loyalty
Channels
Challenges
Customers

12. Channels, Challenges and Customers
Awareness
Desire
Interest
Action

13. DIGITAL
 Choose & Challenge Partners
 Overlay reality on tech
 Easy Measure – effort understand
 No coincidence
 Avoid the blip storm
Data wasn’t invented in the
digital age – it just
transformed it, increased it
exponentially, made it easier
to get, created a dashboard
for everyone, brought
measurement to the masses,
gave us greater platforms and
greater headaches … and
greater potential.
 Traditional Principles
 Tech Solutions - Measurable
 Data Paralysis
 Tech Solutions – Summaries
 Behaviour versus Intent
 Lots of What and not Why

14. Get everything on the same page
Data connectors, unique identifiers, take the customer route.
Walk the customer journey
Online browse in store buy focus – stock check log in gate, data collection, UX review.
Marketplace adaptation
Customer expectations – retail edge with camera driven solutions
Observe
Content square, hotjar, session cam – store visit, customer services conversation.
Channels, Challenges and Customers IN PRACTICE

15. Final takeaways
Keep it simple, keep it clear.
Walk the customer journey
Test, Measure and Evolve
Embrace the challenges!
Nicola Travis
Customer Marketing Director – The Fragrance Shop