Marketers can gain valuable insights from political campaigns by focusing on 'smart data' rather than simply accumulating 'big data.' Key strategies include understanding customer segments, empowering influential leaders within the community, and prioritizing authentic relationships. Building a community and tailoring messaging is crucial for effective engagement and fostering loyalty among consumers.

1. What Marketers can Learn from
Political Campaigns.

2. Smart Data not Big Data
Be smart about the data you have at your disposal

3. Don’t just collect data,
use it.

4. Dynamic profile
Mike Fisher
32 year old male
mikefisher@email.com
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Mike Fisher signed up for local club 28 days ago
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Mike Fisher signed up for local club 28 days ago
Mike Fisher wants to volunteer 28 days ago
Mike Fisher’s history
Not big data, but smart data

5. top
5%
of a typical database reaches 470x
the number of people as your entire
database.

6. Find your Leaders
“We build the infrastructure for a world of creators by helping
leaders develop and organise thriving communities.”

7. 92%
of consumers are more likely to act
based on a friend referral
over any traditional marketing method.

8. 4.7%
of a typical company’s customer base
drives 100% of its word of mouth.

9. Give your leaders
the tools and authority to take
ownership.

10. Build a Community
Putting people first generates value

11. Websites, branding and a presence
are no longer enough.

12. The Ingredients of a community
Authentic Relationships + Organising online and off
( )

13. ‘One size’ does not fit all
Hyper Personalisation

14. Spread ideas in a tailored, targeted
and localised way.

15. Four key lessons from
the political space:
Spend the time to understand your customer segments
and tailor your messaging and engagement to each
audience
Identify your key leaders (your 4.7%) and give them
the tools, content and platforms to talk on your behalf
Don’t just build a brand and a product/
service. Build an authentic community
Don’t just collect big data, be smart
about the data you have and use it

16. Thank You
Toni Cowan-Brown
VP of European Business Development
@ToniCowanBrown