The document discusses the importance of identifying "brand recommenders", who directly influence 20-50% of purchase decisions. It notes that over 90% of influential recommendations happen offline and are not captured in companies' big data. It advocates benchmarking competitors to identify the recommenders and recommends moving marketing efforts beyond customer satisfaction to focus on measuring recommendation power in order to better understand influential customers.
AS SHOPPER MARKETING CONTINUES TO GAIN
A FOOTHOLD IN CANADA, CONFERENCES LIKE
THIS ONE ARE BECOMING MORE AND MORE
VALUABLE. AGENCIES, RETAILERS, AND
MARKETERS ALL NEED TO UNDERSTAND
NOT ONLY THE UNDERPINNINGS OF THE DISCIPLINE,
BUT PERHAPS MORE IMPORTANTLY,
HOW THE DISCIPLINE IS AFFECTED BY THE
NUANCES OF THE CANADIAN RETAIL LANDSCAPE.
THIS DECK IS AN ENCAPSULATION
OF WHAT WE HEARD OVER THE TWO DAYS OF PRESENTATIONS AND DISCUSSIONS.
Where a great sales pitch used to work before, today it’s a whole different game. A salesperson must learn all about the various actions a buyer takes in making a purchase, and most importantly learn to be rapidly responsive to those actions in ways that are meaningful and motivational.
AS SHOPPER MARKETING CONTINUES TO GAIN
A FOOTHOLD IN CANADA, CONFERENCES LIKE
THIS ONE ARE BECOMING MORE AND MORE
VALUABLE. AGENCIES, RETAILERS, AND
MARKETERS ALL NEED TO UNDERSTAND
NOT ONLY THE UNDERPINNINGS OF THE DISCIPLINE,
BUT PERHAPS MORE IMPORTANTLY,
HOW THE DISCIPLINE IS AFFECTED BY THE
NUANCES OF THE CANADIAN RETAIL LANDSCAPE.
THIS DECK IS AN ENCAPSULATION
OF WHAT WE HEARD OVER THE TWO DAYS OF PRESENTATIONS AND DISCUSSIONS.
Where a great sales pitch used to work before, today it’s a whole different game. A salesperson must learn all about the various actions a buyer takes in making a purchase, and most importantly learn to be rapidly responsive to those actions in ways that are meaningful and motivational.
In a recent survey of B2B marketing executives, we learned that messaging is one of the biggest challenges they face. Do they have the right personas? Do they understand the issues that matter to those personas? Do they know how to map the value proposition of their solution to those issues? And do they know how to describe their value in terms that resonate with the people they want to sell to?
It turns out that in many cases, they don't.
When messaging is off, it is like shouting to people in a foreign language -- Nobody understands what is being said. Consequently there will be adverse effects across the marketing spectrum:
- Content Marketing topics will be less relevant
- SEO and SEM strategies will target the wrong phrases
- Web copy will mean little to visitors of your site
- Lead generation campaigns will under-perform
This ebook reviews some of the symptoms and reasons for ineffective messaging, and lists a number of steps readers can take to get it right.
Know:
- Who to call on.
- What to say.
- How to reach them.
More information can be found at:
http://thirdsidesolutions.com/messaging-get-it-right/
Meet the engaged buyer.
Buying isn’t what it used to be. It could be a camera, phone or car – or it could be a million-dollar business software solution. Whatever the purchase, the way customers consider buying it has changed forever. Read Buying Isn’t What It Used To Be to find out why people buy the way they do now – and how your marketing can work harder to meet their expectations.
There is no question that trade promotion has its value, but overusing it dilutes its efficiency, erodes brand equity, and devalues the entire category. As we determine how marketing must evolve in the future, we need to give shoppers a better reason to buy our brands, one that is relevant and meaningful to them and does not solely depend on price and need. Emotion — not price promotion — is the new currency with which we can successfully sell goods and services.
Buyers are engaging throughout the entire buying process, and as a marketer, you need to be there the whole way. You’ve invested too much to have them walk away from the store with your competitors’ product, so the Last 3 Feet is critical. It’s your last chance to reach buyers before purchase. Read 4 Ways to Win In The Last 3 Feet to ensure consumers seal the deal with your products.
Rethinking the classic marketing to sales funnel for the digital age and the demands of ROI in your marketing.
There are two important reasons we all need to revisit the classic marketing to sales familiar funnel: 1) the disruption of this digital age, not just the Internet but the Internet of Everything and digital’s disruptive effect on marketing programs and plans. 2) the mounting leadership demand for ROI and other metrics to prove the worth of our marketing and to calculate the effectiveness of our sales efforts.
You will learn:
–How to rethink the purpose of marketing as a lead generation engine and explain your marketing program to leaders
–How a digital sales force can allow marketers to go direct to prospects and create interest and leads without as much hands on effort from your busy or otherwise BD-challenged professionals
–The fundamentals of getting clear, noticed, and chosen and how those things help you get results.
–The importance of compelling content as digital jet fuel for a digital sales force
–The difference between branded anchor content and chatter content
Small vs. Large Brands: How to Become a Market LeaderPercolate
This is the first in a five-part series meant to take an empirical approach to marketing. We challenged the most dominant marketing myths out there, using data to explain why they are wrong. In busting some of these myths, we hope to show you how you can grow your own brand.
To be effective at outbound marketing, one must first have a clear understanding of what it actually means. Outbound marketing by definition refers to paid advertising and media services. That sounds simple enough, but outbound marketing is complex, in part because it rarely exists in a vacuum. It is important to understand the complex relationships and interdependencies between paid (outbound), owned (inbound) and earned media before launching any campaign.
As marketers in a customer-driven, digital-age that has evolved extremely rapidly in recent years, we’re challenged to constantly reinvent the way we market our products and services. There’s an ongoing debate in the marketing world about which approach to marketing, push or pull, will get us the most bang for our buck.
Greysmoke's 11 Maxims on B2B Demand Generation CampaignsBaker Egerton
A visual whitepaper describing 11 fundamentals that every demand generation campaign for the enterprise should consider. Helpful insight for anyone who wants a peek at some of the complex considerations surrounding campaigns.
White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space.
To explain clearly why identification of recommenders I added plenty of personal information on my behaviour as a consumer. It's a pity you missed in the live version. This PPT gives you an idea what we're doing at Holaba and why we do it
In a recent survey of B2B marketing executives, we learned that messaging is one of the biggest challenges they face. Do they have the right personas? Do they understand the issues that matter to those personas? Do they know how to map the value proposition of their solution to those issues? And do they know how to describe their value in terms that resonate with the people they want to sell to?
It turns out that in many cases, they don't.
When messaging is off, it is like shouting to people in a foreign language -- Nobody understands what is being said. Consequently there will be adverse effects across the marketing spectrum:
- Content Marketing topics will be less relevant
- SEO and SEM strategies will target the wrong phrases
- Web copy will mean little to visitors of your site
- Lead generation campaigns will under-perform
This ebook reviews some of the symptoms and reasons for ineffective messaging, and lists a number of steps readers can take to get it right.
Know:
- Who to call on.
- What to say.
- How to reach them.
More information can be found at:
http://thirdsidesolutions.com/messaging-get-it-right/
Meet the engaged buyer.
Buying isn’t what it used to be. It could be a camera, phone or car – or it could be a million-dollar business software solution. Whatever the purchase, the way customers consider buying it has changed forever. Read Buying Isn’t What It Used To Be to find out why people buy the way they do now – and how your marketing can work harder to meet their expectations.
There is no question that trade promotion has its value, but overusing it dilutes its efficiency, erodes brand equity, and devalues the entire category. As we determine how marketing must evolve in the future, we need to give shoppers a better reason to buy our brands, one that is relevant and meaningful to them and does not solely depend on price and need. Emotion — not price promotion — is the new currency with which we can successfully sell goods and services.
Buyers are engaging throughout the entire buying process, and as a marketer, you need to be there the whole way. You’ve invested too much to have them walk away from the store with your competitors’ product, so the Last 3 Feet is critical. It’s your last chance to reach buyers before purchase. Read 4 Ways to Win In The Last 3 Feet to ensure consumers seal the deal with your products.
Rethinking the classic marketing to sales funnel for the digital age and the demands of ROI in your marketing.
There are two important reasons we all need to revisit the classic marketing to sales familiar funnel: 1) the disruption of this digital age, not just the Internet but the Internet of Everything and digital’s disruptive effect on marketing programs and plans. 2) the mounting leadership demand for ROI and other metrics to prove the worth of our marketing and to calculate the effectiveness of our sales efforts.
You will learn:
–How to rethink the purpose of marketing as a lead generation engine and explain your marketing program to leaders
–How a digital sales force can allow marketers to go direct to prospects and create interest and leads without as much hands on effort from your busy or otherwise BD-challenged professionals
–The fundamentals of getting clear, noticed, and chosen and how those things help you get results.
–The importance of compelling content as digital jet fuel for a digital sales force
–The difference between branded anchor content and chatter content
Small vs. Large Brands: How to Become a Market LeaderPercolate
This is the first in a five-part series meant to take an empirical approach to marketing. We challenged the most dominant marketing myths out there, using data to explain why they are wrong. In busting some of these myths, we hope to show you how you can grow your own brand.
To be effective at outbound marketing, one must first have a clear understanding of what it actually means. Outbound marketing by definition refers to paid advertising and media services. That sounds simple enough, but outbound marketing is complex, in part because it rarely exists in a vacuum. It is important to understand the complex relationships and interdependencies between paid (outbound), owned (inbound) and earned media before launching any campaign.
As marketers in a customer-driven, digital-age that has evolved extremely rapidly in recent years, we’re challenged to constantly reinvent the way we market our products and services. There’s an ongoing debate in the marketing world about which approach to marketing, push or pull, will get us the most bang for our buck.
Greysmoke's 11 Maxims on B2B Demand Generation CampaignsBaker Egerton
A visual whitepaper describing 11 fundamentals that every demand generation campaign for the enterprise should consider. Helpful insight for anyone who wants a peek at some of the complex considerations surrounding campaigns.
White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space.
To explain clearly why identification of recommenders I added plenty of personal information on my behaviour as a consumer. It's a pity you missed in the live version. This PPT gives you an idea what we're doing at Holaba and why we do it
131217 the recommender revolution : recent data for direct marketing institut...Jan Van den Bergh
Plenty of recent data from here, there and everywhere on the recommender revolution and how the Holaba model measures the recommendation power of both brands and consumers by asking The One (Simple) Question.
Towards a new metaphysics of complex processesJeff Long
January 29, 1994: "Towards A New Metaphysics of Complex Processes." Presented at the Second Interdisciplinary Conference on General Evolutionary Systems, sponsored by the Washington Evolutionary Systems Society.
March 20, 2004: “Notational Systems and Abstractions”. Presented at the Capital Science 2005 Conference, sponsored by the Washington Academy of Sciences.
Marketing for Manufacturers (with the Manufacturing Alliance) Dave Pannell MCIM
Overview:
Many manufacturing companies still rely on pre-Internet strategies to find new business; but with customers’ buying behaviour changing, and younger buyers entering the market who are unwilling to directly engage with a supplier until late on in their decision-making process, traditional opportunities to directly ‘sell’ have become limited.
The Chartered Institute of Marketing’s Manufacturing Ambassador, and industrial marketing expert Dave Pannell explains the culture clash between marketing and the manufacturing sector, and how manufacturing companies can grow, attract the right skills, and develop their leadership by embracing a good marketing strategy.
Bio:
Dave Pannell is the creative force behind The Design Mechanics and the Chartered Institute of Marketing’s (CIM) Manufacturing Ambassador for Yorkshire. Dave has worked with both national and international brands and is one of the few marketers to specialise in industrial B2B sectors.
Dave has helped hundreds of businesses over the past 20 years with their marketing and branding and is a regular keynote speaker and marketing blogger. Working with both local and international companies to address the culture clash between manufacturing and marketing, Dave also uses his ambassador role with the Chartered Institute of Marketing to raise the profile and support for marketing within the industrial sector.
CommerceHub surveyed our 10,000+ strong network of Brands and suppliers to understand how they plan to take on the sea changes reshaping omnichannel retail. Here are findings from our Brand Insights Study.
This toolkit has the essentials of sales planning and customer relations, which will help you develop a sales plan, sell more, build relationships and make a profit.
6 Steps to Better Understanding Your AudienceSpendsetter
A brand’s customers are its greatest asset and its greatest challenge. Today’s consumers have high expectations, and now more than ever it is important for marketers to understand their needs and wants. Brands who tailor their marketing efforts to best fit each customer will see the most success.
In this webinar presentation from Spendsetter and Jebbit, find out:
- Concrete steps to gain deeper insight into your audience
- Ways to not just engage your customers, but keep them engaged long-term
- How to tap into the mobile mindset of your customers
- Real-life examples of companies implementing these tactics
Go-to-market Strategy and Customer Acquisition - Mind your Business 2014 Marie Laenen
Every entrepreneur should have a killer go-to-market strategy, as their success almost entirely depends on it. Find out how good customer acquisition is vital to your business.
30 things 6/7 - MARKETING /SELLING - 30 things that I learned from my start...Suhas Dutta
This is the sixth of the seven part series on my experiences from Entrepreneurship. The previous parts covered the idea formation, the starting, the execution, funding etc.
This part covers marketing and selling your products.
I run the Performance Marketing and CRM team at Wonderbly. We make personalised children's books that are – if we say so ourselves – on another level. At Facebook's Fast Track event I highlighted some best practices we’ve developed, sometimes the hard way, to make sure you’re ready for peak season, discussing topics like planning, budgeting, automation and marketing-attribution.
This presentation expresses our view on the long term effects of the recession on consumer attitudes and behaviors, and introduces our concept of the M-Powered Era - the next generation of consumers.
Outline:
- What changes in a crisis and what should you continue doing
- Turning a crisis into an opportunity and executing strategically
- Preparing for life after the crisis and not being under leveraged
[April 2020]
Eight lessons:
1. This is not the new normal
2. Stay away from perma-bears
3. Change tactically, not strategically
4. Find new stakeholders, new channels
5. Don’t be afraid to pivot your positioning
6. Sweat every lead and opportunity
7. Focus on your existing customers
8. Create and broadcast your narrative
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...SOFTTECHHUB
The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing.
One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
How to Get CNIC Information System with Paksim Ga.pptxdanishmna97
Pakdata Cf is a groundbreaking system designed to streamline and facilitate access to CNIC information. This innovative platform leverages advanced technology to provide users with efficient and secure access to their CNIC details.
20 Comprehensive Checklist of Designing and Developing a WebsitePixlogix Infotech
Dive into the world of Website Designing and Developing with Pixlogix! Looking to create a stunning online presence? Look no further! Our comprehensive checklist covers everything you need to know to craft a website that stands out. From user-friendly design to seamless functionality, we've got you covered. Don't miss out on this invaluable resource! Check out our checklist now at Pixlogix and start your journey towards a captivating online presence today.
Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
Unlocking Productivity: Leveraging the Potential of Copilot in Microsoft 365, a presentation by Christoforos Vlachos, Senior Solutions Manager – Modern Workplace, Uni Systems
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Enchancing adoption of Open Source Libraries. A case study on Albumentations.AIVladimir Iglovikov, Ph.D.
Presented by Vladimir Iglovikov:
- https://www.linkedin.com/in/iglovikov/
- https://x.com/viglovikov
- https://www.instagram.com/ternaus/
This presentation delves into the journey of Albumentations.ai, a highly successful open-source library for data augmentation.
Created out of a necessity for superior performance in Kaggle competitions, Albumentations has grown to become a widely used tool among data scientists and machine learning practitioners.
This case study covers various aspects, including:
People: The contributors and community that have supported Albumentations.
Metrics: The success indicators such as downloads, daily active users, GitHub stars, and financial contributions.
Challenges: The hurdles in monetizing open-source projects and measuring user engagement.
Development Practices: Best practices for creating, maintaining, and scaling open-source libraries, including code hygiene, CI/CD, and fast iteration.
Community Building: Strategies for making adoption easy, iterating quickly, and fostering a vibrant, engaged community.
Marketing: Both online and offline marketing tactics, focusing on real, impactful interactions and collaborations.
Mental Health: Maintaining balance and not feeling pressured by user demands.
Key insights include the importance of automation, making the adoption process seamless, and leveraging offline interactions for marketing. The presentation also emphasizes the need for continuous small improvements and building a friendly, inclusive community that contributes to the project's growth.
Vladimir Iglovikov brings his extensive experience as a Kaggle Grandmaster, ex-Staff ML Engineer at Lyft, sharing valuable lessons and practical advice for anyone looking to enhance the adoption of their open-source projects.
Explore more about Albumentations and join the community at:
GitHub: https://github.com/albumentations-team/albumentations
Website: https://albumentations.ai/
LinkedIn: https://www.linkedin.com/company/100504475
Twitter: https://x.com/albumentations
Pushing the limits of ePRTC: 100ns holdover for 100 daysAdtran
At WSTS 2024, Alon Stern explored the topic of parametric holdover and explained how recent research findings can be implemented in real-world PNT networks to achieve 100 nanoseconds of accuracy for up to 100 days.
Full-RAG: A modern architecture for hyper-personalizationZilliz
Mike Del Balso, CEO & Co-Founder at Tecton, presents "Full RAG," a novel approach to AI recommendation systems, aiming to push beyond the limitations of traditional models through a deep integration of contextual insights and real-time data, leveraging the Retrieval-Augmented Generation architecture. This talk will outline Full RAG's potential to significantly enhance personalization, address engineering challenges such as data management and model training, and introduce data enrichment with reranking as a key solution. Attendees will gain crucial insights into the importance of hyperpersonalization in AI, the capabilities of Full RAG for advanced personalization, and strategies for managing complex data integrations for deploying cutting-edge AI solutions.
In his public lecture, Christian Timmerer provides insights into the fascinating history of video streaming, starting from its humble beginnings before YouTube to the groundbreaking technologies that now dominate platforms like Netflix and ORF ON. Timmerer also presents provocative contributions of his own that have significantly influenced the industry. He concludes by looking at future challenges and invites the audience to join in a discussion.
Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation.
We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
- Reduction in onboarding time from 5 weeks to 1 day
- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
- How to remove silos in DevSecOps
- How to build efficient development pipeline roles and component templates
- How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence)
- How to streamline operations with automated policy checks on container images
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Maruthi Prithivirajan, Head of ASEAN & IN Solution Architecture, Neo4j
Get an inside look at the latest Neo4j innovations that enable relationship-driven intelligence at scale. Learn more about the newest cloud integrations and product enhancements that make Neo4j an essential choice for developers building apps with interconnected data and generative AI.
1. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
6
Takeaways
for
those
who
don’t
stay
the
whole
session
1. Your
brand
recommenders
are
the
most
important
asset
in
your
database.
Chances
are
you
haven’t
iden8fied
them
yet.
2. If
you
iden8fy
them
and
win
them
all
…
you
win
plenty
of
ba@les.
3. You
can
iden8fy
them
while
benchmarking
your
recommenda8on
power.
Maybe
you
already
benchmark.
Good.
4. Move
on
from
RFM
to
RRFM
5. Go
for
a
non-‐customer
centric
approach.
Stop
navel-‐gazing.
Your
customers
are
promiscuous
6. Join
the
“Media
Influencers
Index”
Hype.
2. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
Recommenders
directly
influence
20-‐50%
of
all
purchase
decisions.
“
“
3. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
Their
oral
interacBons
however
are
not
in
your
Big
Data!
Over
90%
of
the
influenBal
recommendaBons
take
place
off
line.
Face2Face
…or
whatever
you
might
call
it.
4. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
h$p://www.youtube.com/watch?v=erZ2YidTZp4.
Minute
06:45
“If
you
know
the
enemy
and
know
yourself,
you
need
not
fear
the
result
of
a
hundred
baYles.
If
you
know
yourself
but
not
the
enemy,
for
every
victory
gained
you
will
also
suffer
a
defeat.
If
you
know
neither
the
enemy
nor
yourself,
you
will
succumb
in
every
baYle”
Sun
Tzu,
The
Art
of
War,
Open
your
windows,
benchmark
your
enemies
conBnuously
and
spot
the
brand
recommenders.
5. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
In
fairy
tales
asking
the
Magic
Mirror
about
“the
most
beau8ful
brand
in
the
world”
takes
7
years
to
get
an
answer.
IRL
you
have
to
move
faster.
Research
Brand
aka
SnowWhite’s
mother
6. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
Look
through
the
window
and
discover
who
your
toughest
compeBtors
are
and
why
even
your
best
clients
are
aYracted
to
them
too.
7. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
And
then:
aYack.
But
don’t
kill.
MarkeBng
is
a
war
without
weapons
no?
8. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
If
you
don’t
aYack,
you
will
end
up
being
only
a
winner
in
your
wet
dreams.
Too
bad.
The
reality
The
dream
9. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
“Customers’
saIsfacIon
levels
explain
less
than
1%
of
the
variaIon
in
changes
in
their
share
of
category
spending.
Yes,
the
relaIonship
is
staIsIcally
significant,
but
it
is
not
very
managerially
relevant.”
There
is
not
a
strong
relaIonship
between
saIsfacIon
and
marketshare.
Being
“saIsfied”
doesn’t
mean
that
you
also
recommend
acIvely
or
when
asked
your
opinion.
The
more
“mass
market”
you’re
in
the
less
customers
are
saIsfied.
Don’t
ask
about
saBsfacBon.
Ask
about
recommendaBon.
Only
when
when
you
measure
recommendaBon
power,
you
measure
influenBal
acBvity.
Don’t
be
sad
about
clients
being
less
loyal
than
before.
Face
the
reality
and
move
on.
10. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
Benchmarking
is
measuring
recommendaBon
power.
“I
am
saBsfied
…
but
I
don’t
need
these
superthings.
Who
cares.
I
don’t
want
to
pay
for
the
extra’s”
“I
am
saBsfied
…
but
others
are
cheaper.”
“I
am
saBsfied
…
but
it
is
Bme
for
a
change”
“I
am
saBsfied
….
but
I
prefer
buying
more
in
my
neighbourhood”
“I
am
saBsfied
….
but
some
brands
are
beYer
and
I
go
for
the
best”
“I
am
saBsfied
…
but
my
friends
suggested
to
check
out
a
compeBtor.”
“I
am
saBsfied
…but
some
others
are
easier
to
handle”
“I
am
saBsfied
….but
I
prefer
buying
more
online”
Only
when
when
you
measure
your
WOM-‐strength,
you
measure
useful
acBvity
of
the
major
players
in
the
market
11. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
Promiscuous
behavior
of
consumers
is
a
big
opportunity
for
deeper
penetraBon
i.e.
daBng
real
prospects.
“Companies
need
to
invest
to
re-‐earn
penetraBon
over
and
over
again.
Winners
accept
that
it’s
a
game
of
constant
recruitment.
That’s
why
they
invest
on
an
ongoing
basis
to
acquire
more
new
consumers
every
year
than
they
lose.
(Bain
-‐
2014)
12. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
Go
violently
for
a
penetraBon
strategy.
You’ll
love
it.
But
don’t
push.
Move
when
there
is
an
intenBon.
When
the
situaBon
is
promising.
13. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
Indeed:
relevant
(pushed
or
pulled)
ads
are
sBll
an
excellent
and
needed
tool
in
any
penetraBon
strategy.
14. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
And
since
more
and
more
consumers
use
online
channels
during
the
pre-‐
sales
phase
don’t
overlook
them.
15. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
But
–
to
be
honest
–
these
(ads
in)
paid
media
are
not
the
most
trusted,
nor
the
ones
that
push
consumers
into
acBon.
16. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
Earned
media
have
most
influence,
are
more
trusted
and
generate
more
ac4on
Paid
media
generate
more
touch
points,
hence
they
are
strong
in
building
awareness.
Their
“Opportunity
To
Be
Seen”
is
bigger.
Paid
media
cost
more
than
earned
and
owned
media.
Brands
plan
to
invest
less
in
paid
media
in
the
coming
years.
And
the
“paid
media”
take
a
big
bite
of
a
brand’s
markeBng
budget.
The
earned
media
cost
less.
You’ll
have
to
find
day
aker
day
the
best
mix.
17. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
Recency,
frequency,
monetary
value
(RFM)
of
clients
were
decisive
for
investment
in
markeIng
communicaIon.
Therefore
lots
of
money
spent
(wasted)
in
this
group
of
heavy
and
recent
buyers
RFM
-‐
axis
Light
and
non
frequent
buyers
are
oXen
“neglected”
From
RFM
to
RRFM
to
decide
about
what
to
invest
where.
18. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
Recommenda4on
axis
+RFM
&
-‐
REC
-‐
RFM
&
-‐
REC
+RFM
&
+
REC
-‐
RFM
&
+
REC
RFM
-‐
axis
Does
not
mean
they
all
give
posiBve
recommendaBons
Frequency
and
intensity
of
recommendaBon.
The
recommendaBon
power
of
clients
becomes
the
decisive
tool
to
decide
on
marcom-‐investments
19. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
How
and
where
do
you
find
these
earned
media?
The
human
media.
The
brand
recommenders?
Stop
navel-‐gazing.
22. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
Look
(less)
or
(not
only)
in
the
mirror
and
more
through
the
window.
There’s
the
market.
There
are
the
voters.
The
influencers.
The
buyers.
Very bad ranking
for “You “
Excellent
ranking for “You”
More or less ok ranking for
“You”
1 Competitor 1.You (+20) 1 Competitor
2 Competitor 2 Competitor 2 Competitor
3 Competitor 3 Competitor 3 Competitor
4 Competitor 4 Competitor 4 Competitor
5 Competitor 5 Competitor 5.You (+20)
6 Competitor 6 Competitor 6 Competitor
7 Competitor 7 Competitor 7 Competitor
8 Competitor 8 Competitor 8 Competitor
9 Competitor 9 Competitor 9 Competitor
10.You (+20) 10 Competitor 10 Competitor
23. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
That’s
how
we
do
it:
“How
likely
are
you
to
recommend
this
brand?”
24. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
That’s
how
we
do
it:
“How
likely
are
you
to
recommend
this
brand?”
25. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
3
quesBons:
your
experience,
your
score,
your
buying
intenBon.
26. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
Scores
9
-‐10
Scores
9-‐10
Scores
9-‐10
Scores
9-‐10
Scores
9-‐10
Scores
9-‐10
Scores
9-‐10
Scores
9-‐10
Scores
9-‐10
Scores
9-‐10
Scores
9-‐10
Scores
9-‐10
Scores
0-‐6
Scores
0-‐6
Scores
0-‐6
Scores
0-‐6
Scores
0-‐6
Scores
0-‐6
Scores
0-‐6
Scores
0-‐6
Scores
0-‐6
Scores
0-‐6
Scores
0-‐6
Scores
0-‐6
The
brands
these
boys
&
girls
also
recommend
Brand
Profile
of
boys
&
girls
18-‐25
yrs
old,
who
all
give
a
very
high
9
&
10
recommendaBon
score
to
brand
X.
The
brands
they
don’t
recommend
at
all.
Scores
0-‐6
And
when
1000’s
of
consumers
do
it
every
now
and
then,
they
build
unique
profiles
for
themselves
and
several
segments
with
their
peers.
27. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
Extra-‐contacts
generated
:
brands
reach
consumers
through
media,
but
since
not
all
consumers
are
created
equal,
some
become
“human
media”
and
some
not.
Brands
Media
“Human
media”
“Just
humans”
“Just
humans”
And
they’re
influencers.
Brands
can
influence
these
influencers
by
running
ads
in
the
media
these
influencers
engage
with.
28. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
The
Media
Influencer
Index.
29. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
30. Jan
Van
den
Bergh
–
Holaba
–
Sanoma
Mediaparade
2014
–
jevedebe@holaba.com
The
Recommender
RevoluBon
-‐
7
takeaways
for
those
who
arrived
too
late
1. Your
brand
recommenders
are
the
most
important
asset
in
your
database.
Chances
are
you
haven’t
iden8fied
them
yet.
2. If
you
iden8fy
them
and
win
them
all
…
you
win
plenty
of
ba@les.
3. You
can
iden8fy
them
while
benchmarking
your
recommenda8on
power.
Maybe
you
already
benchmark.
Good.
4. Move
on
from
RFM
to
RRFM
5. Go
for
a
non-‐customer
centric
approach.
Stop
navel-‐gazing.
Your
customers
are
promiscuous
6. Join
the
“Media
Influencers
Index”
Hype.
7. Never
arrive
too
late.