Mona Afzal presented on how to leverage big data effectively for businesses. She discussed the three types of data - first party data collected directly by companies, second party data from partners, and third party publicly available data. She explained how businesses can use data to understand consumers better and create relevant content and messaging across channels. Finally, she stressed the importance of measuring everything from brand health to engagement to conversions to optimize digital strategies around consumer journeys.

1. Mona Afzal
MARKETING DIRECTOR, DIGITAL TRANSFORMATION,
RB
TORONTO, ON ~ MAY 16 – 17, 2019 | DIGIMARCONCANADA.CA
#DigiMarConCanada
Big Data and how to
leverage it effectively for
your business
KEYNOTE

3. Our digital strategy
needs to be rooted in
consumer journeys,
with digitization
initiatives designed
around the consumer
and prospective
touchpoints.

5. The digital eco-system is
constantly evolving and
so does the way we
engage and interact
with the various
platforms.
This means that we as
brand experts need to
evolve the content we
share to tell a story and
provide value.

6. Why do we care about all the
data and what to do with it?

7. Accelerate
Technology helps us
understand our consumers

9. What is data and how is it accessed?

10. There are 3 types of data

11. This is data collected directly by RB through
consumer interactions both online and offline.
• Our website(s)
• Our CRM database (Enfamil database)
• Our social data
• Our paid media data
• Our mobile or web apps
• Our surveys
st Party

12. 2nd party data is essentially someone else’s 1st
party data. It’s not commoditized, syndicated or
readily available in the marketplace and requires a
direct arrangement with the data owner.
• Facebook
• Google
• Amazon
nd Party

13. 3rd party data is data that is sold by companies in
an open marketplace, i.e., anyone can buy it.
This data can include:
Purchase data
Demographic data
Behavioral data
Interest & lifestyle data
Social data
rd Party

14. How is data used?

17. Tell stories in relevant environments
Content tailored to
our consumer
Sequenced
messaging across
device
and channel
Global frequency
caps and reach goals
Negatively target
existing customers
to reduce waste
Local
Searc
h CRM Site
Onlin
e
Offlin
e
DMP
Social
Mobil
e Email

21. Measure Everything!
Brand Health
• Loyalty, usage, sentiment, trust, value for $
•Exposure
• R/F, impressions, video views
•Engagement
• Time spent, consideration/intention
•Actions
• Define optimization triggers that lead to
desired outcomes
• Coupon downloads, opt-in in emails etc.
Conversion
• Sales lift both in online and offline channels

22. 3 Key
Takeaways
 Use data to
understand your
consumers
 Create a meaningful
connection through
relevancy
 Measure, Measure,
and Measure!