The Technologist: Data & creative – the perfect recipe, delivering the right results
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Barnaby Dawe, Global Chief Marketing Officer at Just Eat spoke at the Marketing Institute's CMO Summit on Wednesday 8th of November 2017.
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The Technologist: Data & creative – the perfect recipe, delivering the right results
- 3. A bit about me 3
- 4. A bit about Just Eat
- 5. Data drives our business 5 From the Google Foundry 219 Restaurants delivering 1.13m dishes across 33 cuisine types Over 3,000 dishes delivered to this area last night alone 216 Favourite restaurant orders this year caesar salads ordered year to date with a ‘skinny bitch‘ smoothie TOP CUSTOMER IN THIS AREA 41,000 Naan Breads 47,000 Portions of rice 52,000 Indian Curries TAKE INDIAN YTD = TOP CUISINE FOR THIS AREA 75
- 6. Key data points Customer profile Channel preference Food ordered Time, day, date Propensity to re-order and what TV & OOH Radio Social Display PPC CRM Product Customer journey Marketing channels Our technology sharpens our focus for consumers
- 7. Growth opportunities Menu optimisation Pricing Anonymised competitor Information New location opps Output Customer journey Input Our technology sharpens our commercial focus for restaurant partners Order details Allergies Descriptors Dishes Drivers Delivery areas Time offline
- 8. And data drives our marketing structure 8 Awareness Consideration Acquisition Global Brand Insight and analytics driven Acquisition Activation Retention Reactivation Global Growth Technology and data driven
- 9. 4 3 5 Insight and data drive our brand strategy 9 Awareness Consideration Acquisition Global Brand Insight and analytics driven 1 Behavioural and attitudinal data outputs Research propositions to define the brief Creative concept qual – which route to go down? Quant pre-test – are we in line with expectations? Post launch evaluation through brand tracker Learn 2
- 10. And marketing technology drives our digital investment and measurement Acquisition Activation Retention Reactivation Global Growth Technology and data driven DMP Attribution Propensity modelling Segmentation First Party Data
- 11. And technology is at the heart of digital execution 3rd version of our chatbot From allowing customers to filter restaurants in v1 to giving customers a platform to re- order First brand in the UK to run locally targeted DPA In collaboration with the Facebook development team Succumb to the charm of chicken shish JUSTEAT.CO.UK
- 12. Bringing this to life 1
- 13. Stage 1: Define both new and existing customer targets Stage 2: Understand emotional hooks and rational barriers for each audience Stage 5: Establish creative territory as the Magical World of Just Eat Planning cycle for our latest campaign Stage 3: Create communications strategy and campaign deliverables to meet these needs Stage 4: Define the creative proposition that gives scope to deliver for all audience groups Stage 6: Qual and quant research undertaken. Green light leads to production kick off
- 16. Understanding your customer Three elements to strong leadership Laser-focused targeting Entertaining and informative creative 70/30 Don’t let data overshadow creativity