SlideShare a Scribd company logo
1 of 13
Download to read offline
Engagement marketing:
Using data science to go further
72hrs of you tube video
571 new websites
100m new emails
277,000 tweets
.. created every minute
The age of context
Channel agnostic
A clear picture?
What should you think about?
What do you know?
Fast data versus slow data
Engagement scoring
Source: Miu
What we
speak about
becomes
the house
we live in
- Hafiz
› Think about the touch points with your customers
across the various channels
› Start with what you know
› Use slow data to better understand your customers
to then tailor more messaging to more customers
› Do start slow
› Be careful about how your communicate
Key takeaways
Thank you

More Related Content

More from Riaz Kanani

The Changing Landscape of B2B email marketing
The Changing Landscape of B2B email marketingThe Changing Landscape of B2B email marketing
The Changing Landscape of B2B email marketingRiaz Kanani
 
Butting heads: Why Account Based Marketing (ABM) makes sales and marketing al...
Butting heads: Why Account Based Marketing (ABM) makes sales and marketing al...Butting heads: Why Account Based Marketing (ABM) makes sales and marketing al...
Butting heads: Why Account Based Marketing (ABM) makes sales and marketing al...Riaz Kanani
 
DMA Email Lifecycle: Retention - Creating Loyalty Programmes
DMA Email Lifecycle: Retention - Creating Loyalty ProgrammesDMA Email Lifecycle: Retention - Creating Loyalty Programmes
DMA Email Lifecycle: Retention - Creating Loyalty ProgrammesRiaz Kanani
 
DMA Email Lifecycle Events 2011: Conversion - Email Marketing Trends in 2011
DMA Email Lifecycle Events 2011: Conversion - Email Marketing Trends in 2011DMA Email Lifecycle Events 2011: Conversion - Email Marketing Trends in 2011
DMA Email Lifecycle Events 2011: Conversion - Email Marketing Trends in 2011Riaz Kanani
 
Email Marketing UK legal and ISP Landscape
Email Marketing UK legal and ISP LandscapeEmail Marketing UK legal and ISP Landscape
Email Marketing UK legal and ISP LandscapeRiaz Kanani
 
Using behaviour and email marketing to improve results
Using behaviour and email marketing to improve resultsUsing behaviour and email marketing to improve results
Using behaviour and email marketing to improve resultsRiaz Kanani
 
Marketing 3 0 Push And Pull Marketing Is No Longer Enough
Marketing 3 0 Push And Pull Marketing Is No Longer EnoughMarketing 3 0 Push And Pull Marketing Is No Longer Enough
Marketing 3 0 Push And Pull Marketing Is No Longer EnoughRiaz Kanani
 

More from Riaz Kanani (8)

The Changing Landscape of B2B email marketing
The Changing Landscape of B2B email marketingThe Changing Landscape of B2B email marketing
The Changing Landscape of B2B email marketing
 
Butting heads: Why Account Based Marketing (ABM) makes sales and marketing al...
Butting heads: Why Account Based Marketing (ABM) makes sales and marketing al...Butting heads: Why Account Based Marketing (ABM) makes sales and marketing al...
Butting heads: Why Account Based Marketing (ABM) makes sales and marketing al...
 
Agile Marketing
Agile MarketingAgile Marketing
Agile Marketing
 
DMA Email Lifecycle: Retention - Creating Loyalty Programmes
DMA Email Lifecycle: Retention - Creating Loyalty ProgrammesDMA Email Lifecycle: Retention - Creating Loyalty Programmes
DMA Email Lifecycle: Retention - Creating Loyalty Programmes
 
DMA Email Lifecycle Events 2011: Conversion - Email Marketing Trends in 2011
DMA Email Lifecycle Events 2011: Conversion - Email Marketing Trends in 2011DMA Email Lifecycle Events 2011: Conversion - Email Marketing Trends in 2011
DMA Email Lifecycle Events 2011: Conversion - Email Marketing Trends in 2011
 
Email Marketing UK legal and ISP Landscape
Email Marketing UK legal and ISP LandscapeEmail Marketing UK legal and ISP Landscape
Email Marketing UK legal and ISP Landscape
 
Using behaviour and email marketing to improve results
Using behaviour and email marketing to improve resultsUsing behaviour and email marketing to improve results
Using behaviour and email marketing to improve results
 
Marketing 3 0 Push And Pull Marketing Is No Longer Enough
Marketing 3 0 Push And Pull Marketing Is No Longer EnoughMarketing 3 0 Push And Pull Marketing Is No Longer Enough
Marketing 3 0 Push And Pull Marketing Is No Longer Enough
 

Recently uploaded

AI automation startup Nanonets' $29 Million pitch deck
AI automation startup Nanonets' $29 Million pitch deckAI automation startup Nanonets' $29 Million pitch deck
AI automation startup Nanonets' $29 Million pitch deckqilerongrong
 
Can Same-Day Delivery Disrupt Crowded E-com Market.pdf
Can Same-Day Delivery Disrupt Crowded E-com Market.pdfCan Same-Day Delivery Disrupt Crowded E-com Market.pdf
Can Same-Day Delivery Disrupt Crowded E-com Market.pdfJasper Colin
 
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfGUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfDanny Diep To
 
2023_EN. HYUNDAI CAPITAL SERVICES 2023 PERFORMANCE
2023_EN. HYUNDAI CAPITAL SERVICES 2023 PERFORMANCE2023_EN. HYUNDAI CAPITAL SERVICES 2023 PERFORMANCE
2023_EN. HYUNDAI CAPITAL SERVICES 2023 PERFORMANCEirhcs
 
Trian White Paper on Creating Value at Disney April 2024
Trian White Paper on Creating Value at Disney April 2024Trian White Paper on Creating Value at Disney April 2024
Trian White Paper on Creating Value at Disney April 2024Neil Kimberley
 
BoSEU24 | Claire Suellentrop | How to Operationalise JTBD
BoSEU24 | Claire Suellentrop | How to Operationalise JTBDBoSEU24 | Claire Suellentrop | How to Operationalise JTBD
BoSEU24 | Claire Suellentrop | How to Operationalise JTBDBusiness of Software Conference
 
Pelago's pitch deck for their Series C funding round, valued at $58 million.
Pelago's pitch deck for their Series C funding round, valued at $58 million.Pelago's pitch deck for their Series C funding round, valued at $58 million.
Pelago's pitch deck for their Series C funding round, valued at $58 million.qilerongrong
 
Roman Kyslyi: Використання та побудова LLM агентів (UA)
Roman Kyslyi: Використання та побудова LLM агентів (UA)Roman Kyslyi: Використання та побудова LLM агентів (UA)
Roman Kyslyi: Використання та побудова LLM агентів (UA)Lviv Startup Club
 
BoSEU24 | Imogen Wethered | How to Sell a Business in a Decade
BoSEU24 | Imogen Wethered | How to Sell a Business in a DecadeBoSEU24 | Imogen Wethered | How to Sell a Business in a Decade
BoSEU24 | Imogen Wethered | How to Sell a Business in a DecadeBusiness of Software Conference
 
Saffron and Dates opportunities from Iran .pdf
Saffron and Dates opportunities from Iran .pdfSaffron and Dates opportunities from Iran .pdf
Saffron and Dates opportunities from Iran .pdfRezaSeif2
 
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdfSherl Simon
 
Customizable Contents Restoration Training
Customizable Contents Restoration TrainingCustomizable Contents Restoration Training
Customizable Contents Restoration TrainingCalvinarnold843
 
Neha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and CareerNeha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and Careerr98588472
 
Business Plan Template and Entrepreneurship Toolkit
Business Plan Template and Entrepreneurship ToolkitBusiness Plan Template and Entrepreneurship Toolkit
Business Plan Template and Entrepreneurship ToolkitAurelien Domont, MBA
 
Interoperability and ecosystems: Assembling the industrial metaverse
Interoperability and ecosystems:  Assembling the industrial metaverseInteroperability and ecosystems:  Assembling the industrial metaverse
Interoperability and ecosystems: Assembling the industrial metaverseSiemens
 
ISO 37002:2021 (Whistleblowing Management Systems) Awareness Training
ISO 37002:2021 (Whistleblowing Management Systems) Awareness TrainingISO 37002:2021 (Whistleblowing Management Systems) Awareness Training
ISO 37002:2021 (Whistleblowing Management Systems) Awareness TrainingOperational Excellence Consulting
 
How to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHow to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHelp Desk Migration
 
Andrii Rodionov: What can go wrong in a distributed system – experience from ...
Andrii Rodionov: What can go wrong in a distributed system – experience from ...Andrii Rodionov: What can go wrong in a distributed system – experience from ...
Andrii Rodionov: What can go wrong in a distributed system – experience from ...Lviv Startup Club
 
BeMetals Presentation_Updated_April 1, 2024.pdf
BeMetals Presentation_Updated_April 1, 2024.pdfBeMetals Presentation_Updated_April 1, 2024.pdf
BeMetals Presentation_Updated_April 1, 2024.pdfDerekIwanaka1
 
Mission Translate - The Power of Words.pdf
Mission Translate - The Power of Words.pdfMission Translate - The Power of Words.pdf
Mission Translate - The Power of Words.pdfmissiontranslate026
 

Recently uploaded (20)

AI automation startup Nanonets' $29 Million pitch deck
AI automation startup Nanonets' $29 Million pitch deckAI automation startup Nanonets' $29 Million pitch deck
AI automation startup Nanonets' $29 Million pitch deck
 
Can Same-Day Delivery Disrupt Crowded E-com Market.pdf
Can Same-Day Delivery Disrupt Crowded E-com Market.pdfCan Same-Day Delivery Disrupt Crowded E-com Market.pdf
Can Same-Day Delivery Disrupt Crowded E-com Market.pdf
 
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfGUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
 
2023_EN. HYUNDAI CAPITAL SERVICES 2023 PERFORMANCE
2023_EN. HYUNDAI CAPITAL SERVICES 2023 PERFORMANCE2023_EN. HYUNDAI CAPITAL SERVICES 2023 PERFORMANCE
2023_EN. HYUNDAI CAPITAL SERVICES 2023 PERFORMANCE
 
Trian White Paper on Creating Value at Disney April 2024
Trian White Paper on Creating Value at Disney April 2024Trian White Paper on Creating Value at Disney April 2024
Trian White Paper on Creating Value at Disney April 2024
 
BoSEU24 | Claire Suellentrop | How to Operationalise JTBD
BoSEU24 | Claire Suellentrop | How to Operationalise JTBDBoSEU24 | Claire Suellentrop | How to Operationalise JTBD
BoSEU24 | Claire Suellentrop | How to Operationalise JTBD
 
Pelago's pitch deck for their Series C funding round, valued at $58 million.
Pelago's pitch deck for their Series C funding round, valued at $58 million.Pelago's pitch deck for their Series C funding round, valued at $58 million.
Pelago's pitch deck for their Series C funding round, valued at $58 million.
 
Roman Kyslyi: Використання та побудова LLM агентів (UA)
Roman Kyslyi: Використання та побудова LLM агентів (UA)Roman Kyslyi: Використання та побудова LLM агентів (UA)
Roman Kyslyi: Використання та побудова LLM агентів (UA)
 
BoSEU24 | Imogen Wethered | How to Sell a Business in a Decade
BoSEU24 | Imogen Wethered | How to Sell a Business in a DecadeBoSEU24 | Imogen Wethered | How to Sell a Business in a Decade
BoSEU24 | Imogen Wethered | How to Sell a Business in a Decade
 
Saffron and Dates opportunities from Iran .pdf
Saffron and Dates opportunities from Iran .pdfSaffron and Dates opportunities from Iran .pdf
Saffron and Dates opportunities from Iran .pdf
 
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
 
Customizable Contents Restoration Training
Customizable Contents Restoration TrainingCustomizable Contents Restoration Training
Customizable Contents Restoration Training
 
Neha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and CareerNeha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and Career
 
Business Plan Template and Entrepreneurship Toolkit
Business Plan Template and Entrepreneurship ToolkitBusiness Plan Template and Entrepreneurship Toolkit
Business Plan Template and Entrepreneurship Toolkit
 
Interoperability and ecosystems: Assembling the industrial metaverse
Interoperability and ecosystems:  Assembling the industrial metaverseInteroperability and ecosystems:  Assembling the industrial metaverse
Interoperability and ecosystems: Assembling the industrial metaverse
 
ISO 37002:2021 (Whistleblowing Management Systems) Awareness Training
ISO 37002:2021 (Whistleblowing Management Systems) Awareness TrainingISO 37002:2021 (Whistleblowing Management Systems) Awareness Training
ISO 37002:2021 (Whistleblowing Management Systems) Awareness Training
 
How to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHow to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your Business
 
Andrii Rodionov: What can go wrong in a distributed system – experience from ...
Andrii Rodionov: What can go wrong in a distributed system – experience from ...Andrii Rodionov: What can go wrong in a distributed system – experience from ...
Andrii Rodionov: What can go wrong in a distributed system – experience from ...
 
BeMetals Presentation_Updated_April 1, 2024.pdf
BeMetals Presentation_Updated_April 1, 2024.pdfBeMetals Presentation_Updated_April 1, 2024.pdf
BeMetals Presentation_Updated_April 1, 2024.pdf
 
Mission Translate - The Power of Words.pdf
Mission Translate - The Power of Words.pdfMission Translate - The Power of Words.pdf
Mission Translate - The Power of Words.pdf
 

Using data science for engagement marketing

Editor's Notes

  1. Engagement marketing requires a greater understanding of your customer. It relies on two aspects to be successful – content and context. Without both your efforts to engages will fall flat.
  2. We have all heard the phrase Content is king Lots of content being created Need to cut through the noise Cant rely on getting the perfect content that jives.. So with all this content being created..
  3. .. its irrelevant if it is not delivered in the right way. Marketers need to understand the what, why, where and how of their customers to ensure the content is received and understood. Its not pleasant eating a pizza out of the gutter ;)
  4. The challenge of course, is alongside the growth in content has been a growth in the number of channels and with it the amount of data that a marketer has to deal with. Consumers though don’t distinguish between channels. They don’t think about the email channel or the mobile channel. They expect everything to be joined up. They expect you to understand what went on before and that it makes sense.
  5. So how do you get a clear picture? To deliver on context you need to understand the data being sent back by your customers. As Ray said – it is about having a 2 way conversation.. The first step is not to worry about the amount of data being generated. A forrest research report found that around 45% of marketers were hamstrung just worryign about the pile of data they had. But the trick is to take it one step at a time.
  6. First Think about the different phases your customers might go through And don’t stop at the sale – look beyond. The sale is merely the beginning of the relationship
  7. For each of those what might work at each of the touchpoints – whether that is in store, over the mobile or via social. Before you do any heavy integrations test the touchpoint messaging and see the response! Whether that is a 1-1 message via social or a triggered message via email or mobile apps.
  8. So that sgets you started and most of the hype spends time on what you can do in realtime. If someone does X then do that. don’t forget slow data. There are patterns in your data which allude to behaviours of your customers that you may not be aware of. There may even be phases that arent immediately obvious. Mobile phone example? Its not about generating lots of noise for the sake of it. But frequency does help – if the messaging is right.
  9. Used patterns in the data to identify about 25 products that assigned each shopper a score. could also estimate a due date to within a small window so Target could send coupons timed to very specific stages of her pregnancy.
  10. Another case study, this time looking at attributing a score to each of your recipients. This is obviously custom to each company based on whats important. Everyon’s list is different – did you do several competitions a few years ago to help build your list? Their motivations are going to be very different to those who have been buying regularly from you. Don’t forget timing can play a part here – someone might be disengaged due to their point in the lifecycle and not just because of their previous reasons for interacting. For example the extreme example is an insurance company – you really don’t care about which insurance company to use until the 3 day run up to renewal so how do you keep them engaged.. Once you understand this, tailoring your messaging accordingly can deliver a significant increase in performance – a project recently delivered a 133% uplift in click rate.
  11. With all this comes a level of responsibility though. You do need to be clear about how you are using the data. Regardless people don’t want to feel spied on so copy is important. Target example – position another non related product alongside the related one. Timing.
  12. Think about the touchpoints with your customers across the various channels. Don’t just think about if this than that type messaging Use slow data to better understand your customers to then tailor more messaging to more customers. Do start slow. Be careful about how your communicate.