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# Dave Cacioppo KCDMA Presentation

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Data Driven Marketing - KCDMA Bootcamp 2019

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### Dave Cacioppo KCDMA Presentation

1. 1. david@emfluence.com@emfluence David Cacioppo President/CEO, emfluence david@emfluence.com Data-Driven Marketing
2. 2. david@emfluence.com@emfluence KCDMA 5 out of 5 stars! You should definitely join! - Dave
3. 3. david@emfluence.com@emfluence Agenda 1. Look at some mindboggling numbers 2. Learn about basic classes of data 3. Combine data classes to create an audience 4. Learn how to stay out of trouble with the law(s) 5. Look at some examples of data put into action
4. 4. david@emfluence.com@emfluence Over the last two years, 90% of the data in the world was generated. https://www.forbes.com/sites/bernardmarr/2018/05/21/how-much-data-do-we- create-every-day-the-mind-blowing-stats-everyone-should-read/#7324d8bd60ba
5. 5. david@emfluence.com@emfluence More than 2 quintillion bytes of data are created each day. That’s a 2 with 18 zeroes behind it. 2,000,000,000,000,000,000 https://learn.g2.com/big-data-statistics
6. 6. david@emfluence.com@emfluence By 2020, there will be 40 zettabytes of data. https://techjury.net/stats-about/big-data-statistics/
7. 7. david@emfluence.com@emfluence “a unit of measurement equal to one sextillion bytes”
8. 8. david@emfluence.com@emfluence That’s 21 zeros 40,000,000,000,000,000,000,000 bytes 1 byte = 2 words
9. 9. david@emfluence.com@emfluence 40,000,000,000,000,000,000,000 bytes 14. Sergey Brin President, Alphabet Inc. Net worth: \$49,800,000,000 Forbes
10. 10. david@emfluence.com@emfluence 40,000,000,000,000,000,000,000 bytes 10. Larry Page CEO, Alphabet Net worth: \$50,800,000,000 Forbes
11. 11. david@emfluence.com@emfluence 40,000,000,000,000,000,000,000 bytes 8. Mark Zuckerberg Co-founder and CEO, Facebook Net worth: \$62,300,000,000 Forbes
12. 12. david@emfluence.com@emfluence 40,000,000,000,000,000,000,000 bytes 1. Jeff Bezos and family CEO, Amazon Net worth: \$131,000,000,000 Forbes
13. 13. david@emfluence.com@emfluence In 2019, the big data market is expected to grow by 20%. https://techjury.net/stats-about/big-data-statistics/
14. 14. david@emfluence.com@emfluence 97.2% of fortune 1000 organizations are investing in big data and AI. https://techjury.net/stats-about/big-data-statistics/
15. 15. david@emfluence.com@emfluence All this data is: Overwhelming Scary Awesome
16. 16. david@emfluence.com@emfluence OFFER, LIST, CREATIVE
17. 17. david@emfluence.com@emfluence We’re hereto talk about data, so let’s focus on the list.
18. 18. david@emfluence.com@emfluence Demographic Data – Who? Socioeconomic characteristics of a population expressed statistically. Age: 60 DOB: 3/5/1959 Income: 150,000+ Marital status: Married Gender: Male Head of Household: Yes Address: 2 Park Place, KCMO 64105 MSA: Kansas City Area code: 913 Education: BA, MA Occupation: Business Owner Family: 2 children
19. 19. david@emfluence.com@emfluence Psychographic – Why? Psychographic data consist of information about a person’s values, attitudes, interests and personality traits. Travels frequently, avid golfer. Watches documentaries and true crime mini-series. Activist for equal pay. Values family above all.
20. 20. david@emfluence.com@emfluence Behavioral Data – What? Typically involuntarily given. Generally by tracking online activities via methods like cookies. It’s the reason so many privacy laws are under consideration. Is it involuntary, or do we just forget that we gave permission? Buying habits, Brand preference Product usage Loyalty Page views Clicks Email opens Sites visited
21. 21. david@emfluence.com@emfluence Behavioral Data 75% of Netflix viewer activity is driven by recommendation 35% of Amazon’s sales are generated through their recommendation engine
22. 22. david@emfluence.com@emfluence Firmographic Data Dunn and Bradstreet
23. 23. david@emfluence.com@emfluence Firmographic Data Dunn and Bradstreet
24. 24. david@emfluence.com@emfluence Firmographic Data Dunn and Bradstreet
25. 25. david@emfluence.com@emfluence All that in action.
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29. 29. david@emfluence.com@emfluence (Source: Wordstream)
30. 30. david@emfluence.com@emfluence (Source: Wordstream)
31. 31. david@emfluence.com@emfluence Marketer v. Consumer
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33. 33. david@emfluence.com@emfluence GDPR CCPA CASL CAN-SPAM HIPAA COPPA FERPA
34. 34. david@emfluence.com@emfluence What is GDPR European Legislation that went into effect on May 25, 2018. The legislation is designed to put control into the hands of consumers regarding how their personally identifiable information (PII) is obtained, used and shared.
35. 35. david@emfluence.com@emfluence Value to Consumers (Data Subjects) Increased security. Required consent to process and share information. The right to correct PII that is incorrect. The right to be forgotten. The right to obtain the PII that a company holds.
36. 36. david@emfluence.com@emfluence Challenges for Marketers Obtaining adequate consent. Increasing security.
37. 37. david@emfluence.com@emfluence Challenges for Marketers Managing the right to be forgotten. Companies must give consumers a method to delete the information stored about them. Adoption of a Data Protection Officer. “expert knowledge of data protection law and practices.” The DPO acts as the liaison between the company and the GDPR Supervisory Authority and consumers.
38. 38. david@emfluence.com@emfluence Controller and Processor Generally speaking, the GDPR treats the data controller as the principal party for responsibilities such as collecting consent, managing consent-revoking, enabling right to access, etc. -gdpreu.org
39. 39. david@emfluence.com@emfluence Controller Responsibilities Data Controllers are responsible for the principles relating to processing of personal data. • lawfulness • fairness and transparency • data minimization • accuracy • storage limitation and integrity • confidentiality of personal data -gdpreu.org
40. 40. david@emfluence.com@emfluence Processor Responsibilities “… Controllers shall use only processors providing sufficient guarantees to implement appropriate technical and organizational measures in such a manner that processing will meet the requirements of this Regulation and ensure the protection of the rights of the data subject.” -gdpreu.org
41. 41. david@emfluence.com@emfluence Privacy Notice A statement made to a data subject that describes how the organization collects, uses, retains and discloses personal information. -IAPP.org
42. 42. david@emfluence.com@emfluence Privacy Notice The following questions should be considered when writing a privacy notice: What information is being collected? Who is collecting it? How is it collected? Why is it being collected? How will it be used? Who will it be shared with? What will be the effect of this on the individuals concerned? Is the intended use likely to cause individuals to object or complain?
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44. 44. david@emfluence.com@emfluence Just In Time Notice
45. 45. david@emfluence.com@emfluence Defining Consent Consent should put individuals in control while building trust and engagement and enhancing your reputation. Requires positive opt-in Must be clear, explicit and concise Must be easy to withdraw consent Keep evidence of consent Avoid making it a precondition of service Just in time notice: https://dma.org.uk/article/gdpr-in-practice-just-in-time-notices
46. 46. david@emfluence.com@emfluence Privacy By Design and Default The controller shall, both at the time of the determination of the means for processing and at the time of the processing itself, implement appropriate technical and organizational measures, such as pseudonymization, which are designed to implement data-protection principles, such as data minimization, in an effective manner and to integrate the necessary safeguards into the processing in order to meet the requirements of this Regulation and protect the rights of data subjects. -GDPR
47. 47. david@emfluence.com@emfluence Privacy By Design and Default The controller shall implement appropriate technical and organizational measures for ensuring that, by default, only personal data which are necessary for each specific purpose of the processing are processed. That obligation applies to the amount of personal data collected, the extent of their processing, the period of their storage and their accessibility. In particular, such measures shall ensure that by default personal data are not made accessible without the individual’s intervention to an indefinite number of natural persons. -GDPR
48. 48. david@emfluence.com@emfluence Fines and Penalties Up to €20 million, or 4% of the worldwide annual revenue of the prior financial year, whichever is higher. -GDPREU.org
49. 49. david@emfluence.com@emfluence British Airways is facing a GDPR fine of 205 million euros.
50. 50. david@emfluence.com@emfluence CCPA – California Consumer Privacy Act Annual gross revenues in excess of \$25 million Buy, sell, or receive or share for commercial purposes personal information gathered from 50,000 or more consumers, households, or devices; Derive 50% or more of its annual revenues from “selling” consumers’ personal information.
51. 51. david@emfluence.com@emfluence CCPA – California Consumer Privacy Act January 1, 2019 Data mapping and recordkeeping requirements begin January 1, 2020 AB 375 goes into effect July 1, 2020 Enforcement begins, subject to adoption of regulations by the Attorney General
52. 52. david@emfluence.com@emfluence CCPA – California Consumer Privacy Act Notice - inform the consumer as to: The categories of personal information to be collected The purposes for which such personal information will be used A clear and conspicuous opportunity to opt out from the sale of his or her personal information Designated methods for submitting privacy inquiries and requests, including, at a minimum, a toll-free telephone number and a website address.
53. 53. david@emfluence.com@emfluence CCPA – California Consumer Privacy Act Non-discrimination Denying goods or services to the consumer Charging different prices or rates for goods or services, including through the use of discounts or other benefits or imposing penalties Providing a different level or quality of goods or services to the consumer, if the consumer exercises the consumer’s rights under this title Suggesting that the consumer will receive a different price or rate for goods or services or a different level or quality of goods or services.
54. 54. david@emfluence.com@emfluence CCPA – California Consumer Privacy Act Access - deliver, free of charge to the consumer The categories of personal information it has collected about that consumer The categories of sources from which the personal information is collected The business or commercial purpose for collecting or selling personal information The categories of third parties with whom the business shares personal information The specific pieces of personal information it has collected about that consumer
55. 55. david@emfluence.com@emfluence CCPA – California Consumer Privacy Act Deletion A business that receives a verifiable request from a consumer to delete the consumer’s personal information must delete the consumer’s personal information from its records and direct any service providers to delete the consumer’s personal information from their records.
56. 56. david@emfluence.com@emfluence CCPA – California Consumer Privacy Act Restrictions on Sale of Data A business that has received direction from a consumer not to sell the consumer’s personal information or, in the case of a minor consumer’s personal information has not received consent to sell the minor consumer’s personal information is prohibited, from selling the consumer’s personal information after its receipt of the consumer’s direction, unless the consumer subsequently provides express authorization for the sale of the consumer’s personal information.
57. 57. david@emfluence.com@emfluence If we have a good handle on how to work with data, we can efficiently use resources, time and money to make more money.
58. 58. david@emfluence.com@emfluence Using Data Across the Customer Journey
59. 59. david@emfluence.com@emfluence Awareness Consideration Purchase Retention Advocacy Customer Journey Consumer insight. 61% of high performing marketing teams are actively mapping the customer journey, compared to 22% of averagely performing teams and 6% of underperforming teams. (Source: Salesforce Research)
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61. 61. david@emfluence.com@emfluence B2B Example Marketing automation provider entering a new market with a product with significant advantages over the marketshare leader. Identify businesses who use the competitive product. Identify employees involved in the decision making process. Develop personas and messaging around those decision makers. Launch a multi channel campaign leveraging data.
62. 62. david@emfluence.com@emfluence B2B Example
63. 63. david@emfluence.com@emfluence B2B Example
64. 64. david@emfluence.com@emfluence B2C Example - Amazon – Abandoned Cart Relevancy: Item was added to my cart, they know I am interested. Data: CRM – basic contact info, shopping cart ID and URL structure, product info. Timing: Within 48 hours of initial search.
65. 65. david@emfluence.com@emfluence Small Business Example B2C Services KC Waterproofing
66. 66. david@emfluence.com@emfluence Personalized emails improve click-through rates by 14%, and conversion rates by 10%. Source: Aberdeen Group
67. 67. david@emfluence.com@emfluence KC Waterproofing Relevancy: They already know I have a problem. Data: Simple CRM – basic contact info, service needed, ability to track through the sales funnel. Timing: Immediate need confirmed. Reinforced need based on weather forecast.
68. 68. david@emfluence.com@emfluence KC Waterproofing Appointment follow up and estimate. Data in use: Basic contact information Specific need for service (foundation issue)
69. 69. david@emfluence.com@emfluence KC Waterproofing Weather Alert – Sales Nudge Data in use: Basic contact information Specific need for service (foundation issue) Weather info
70. 70. david@emfluence.com@emfluence KC Waterproofing Estimate sent, upsell Data in use: Basic contact information Advance in CRM to estimate stage
71. 71. david@emfluence.com@emfluence KC Waterproofing Accepted estimate, scheduling and billing procedure Data in use: Basic contact information Advance in sales funnel in CRM to closed/won
72. 72. david@emfluence.com@emfluence KC Waterproofing Preparing for appointment Data in use: Basic contact information Appointment date Advance in CRM to appointment stage
73. 73. david@emfluence.com@emfluence KC Waterproofing Scheduling and Supervisor Assignment Data in use: Basic contact information Advance in CRM to scheduling stage Supervisor assignment
74. 74. david@emfluence.com@emfluence KC Waterproofing Post service email. Data in use: Basic contact information Follow up survey. Request for review/recommendation.
75. 75. david@emfluence.com@emfluence Getting 1st party data from your customers
76. 76. david@emfluence.com@emfluence Social Network Profile Build Out Campaign
77. 77. david@emfluence.com@emfluence Athlete Network – Profile Buildout Relevancy: I registered. It’s all about me. Data: CRM/Custom Application with profile information. Timing: Immediately or very soon after registration.
78. 78. david@emfluence.com@emfluence Athlete Network – Profile Buildout Missing employment information
79. 79. david@emfluence.com@emfluence Athlete Network – Profile Buildout Missing five traits information
80. 80. david@emfluence.com@emfluence Athlete Network – Profile Buildout Missing athletic goals information
81. 81. david@emfluence.com@emfluence Athlete Network – Ongoing Engagement Engagement tactic to drive member back to the site.
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86. 86. david@emfluence.com@emfluence Recap 1. Our minds were boggled by mindboggling numbers 2. We learned about basic classes of data 3. We combined data classes to create an audience 4. We learned how to stay out of trouble with the law(s) 5. We looked at some examples of data put into action
87. 87. david@emfluence.com@emfluence David Cacioppo President/CEO, emfluence david@emfluence.com Data-Driven Marketing