I presented this at an event hosted by Acxiom on 9th February to an audience of agencies, list brokers and data consultants. It considers options for how to develop business in this pressurised sector. Take a look and let me know what you think.
If you would like me to give this presentation at your event - or to speak on another data-related subject - I am available for hire. Get in touch.
The State of Digital Marketing in B2B in India - ChartsOmobono
The document discusses the findings of a study on digital marketing in B2B in India. Some key findings include:
- 48% of respondents said digital marketing is critical to achieving organizational goals, compared to 95% in the UK.
- Top marketing priorities for the next 12 months are database profiling, demand creation and lead generation.
- Most used channels are websites, organic search, social media, email and online PR. Paid search and display advertising are less used.
- Websites, organic search and social media are seen as most effective, while paid search and mobile/SMS are less effective.
- Audio/video marketing and paid search are most likely to be outsourced, while email campaigns and
Keep Calm and Carry On - Marketing and the New Data Protection RegulationDavid Reed
Google Squared Online presentation given by David Reed, editor of DataIQ, at Google Town Hall on 16ht December 2015.
An overview of how the new Regulation will change data-driven marketing and action points for marketers in 2016.
This presentation explains the scope, objectives and membership structure of The Data Governance Forum, the membership organisation for commercial companies which manage personal data.
I have this presentation at the eighth fast.MAP Marketing Gap event on Wednesday, 3rd October 2012. It looks at some of the questions sponsored by the IDM in the latest survey and considers their implications for marketers when trying to capture data on individuals and gain permission to market. If you want to discuss anything I raised, get in touch.
Keep Calm and Carry On - Marketing and the New Data Protection RegulationDavid Reed
Google Squared Online presentation given by David Reed, editor of DataIQ, at Google Town Hall on 16th December 2015.
An overview of the new Regulation and its impact on data-driven marketing with action points for marketers in 2016.
Artificial intelligence (AI) is everywhere, promising self-driving cars, medical breakthroughs, and new ways of working. But how do you separate hype from reality? How can your company apply AI to solve real business problems?
Here’s what AI learnings your business should keep in mind for 2017.
Social Media For Mobile Market ResearchScott Gilbert
Scott Gilbert, president of Enthiosys, Inc., gave a presentation about mobile market research. The presentation included information about Gilbert and Enthiosys, an overview of the growing but fragmented mobile apps market, and techniques for conducting effective mobile market research. Attendees were then divided into groups to collaboratively develop mobile market research plans for hypothetical app concepts, with the goal of validating ideas and target markets.
The State of Digital Marketing in B2B in India - ChartsOmobono
The document discusses the findings of a study on digital marketing in B2B in India. Some key findings include:
- 48% of respondents said digital marketing is critical to achieving organizational goals, compared to 95% in the UK.
- Top marketing priorities for the next 12 months are database profiling, demand creation and lead generation.
- Most used channels are websites, organic search, social media, email and online PR. Paid search and display advertising are less used.
- Websites, organic search and social media are seen as most effective, while paid search and mobile/SMS are less effective.
- Audio/video marketing and paid search are most likely to be outsourced, while email campaigns and
Keep Calm and Carry On - Marketing and the New Data Protection RegulationDavid Reed
Google Squared Online presentation given by David Reed, editor of DataIQ, at Google Town Hall on 16ht December 2015.
An overview of how the new Regulation will change data-driven marketing and action points for marketers in 2016.
This presentation explains the scope, objectives and membership structure of The Data Governance Forum, the membership organisation for commercial companies which manage personal data.
I have this presentation at the eighth fast.MAP Marketing Gap event on Wednesday, 3rd October 2012. It looks at some of the questions sponsored by the IDM in the latest survey and considers their implications for marketers when trying to capture data on individuals and gain permission to market. If you want to discuss anything I raised, get in touch.
Keep Calm and Carry On - Marketing and the New Data Protection RegulationDavid Reed
Google Squared Online presentation given by David Reed, editor of DataIQ, at Google Town Hall on 16th December 2015.
An overview of the new Regulation and its impact on data-driven marketing with action points for marketers in 2016.
Artificial intelligence (AI) is everywhere, promising self-driving cars, medical breakthroughs, and new ways of working. But how do you separate hype from reality? How can your company apply AI to solve real business problems?
Here’s what AI learnings your business should keep in mind for 2017.
Social Media For Mobile Market ResearchScott Gilbert
Scott Gilbert, president of Enthiosys, Inc., gave a presentation about mobile market research. The presentation included information about Gilbert and Enthiosys, an overview of the growing but fragmented mobile apps market, and techniques for conducting effective mobile market research. Attendees were then divided into groups to collaboratively develop mobile market research plans for hypothetical app concepts, with the goal of validating ideas and target markets.
Global Entertainment and Media practiceUmair Mohsin
This document summarizes the key findings of PricewaterhouseCoopers' Global Entertainment & Media Outlook for 2009-2013. It finds that the entertainment and media industry will see a compound annual growth rate of 2.7% from 2009-2013 to reach $1.6 trillion globally by 2013. It notes that the migration to digital platforms will accelerate and there will be no hiding from this digital transformation. Recovery will be fragmented across different regions and sectors as the slow economy gives way to faster digital adoption. Entertainment and media spending is expected to outpace global GDP growth as it rebounds.
Mobile advertising can have a significant impact on brand awareness and purchase intent according to research. Creative mobile ads that are tailored for each platform can increase audience engagement. Google provides cross-platform mobile ad formats and works with brands like Reebok to create ads that perform well across iPhone, Android, and other mobile devices.
The document discusses challenges and opportunities in the automotive consumer market. It notes that retail evolution is accelerating from Retail 1.0 to Retail 2.0 to Retail 3.0, with the internet and mobile/social media empowering customers with greater transparency and shifting power away from dealerships. The document also presents data showing buyers' preferred methods for learning about vehicle features, which varies by age group.
Bill Pink_Integrated Marketing 3.0_CAMA_April12Chicago AMA
The document discusses using cross-media measurement to evaluate an integrated marketing campaign for Dove Men+Care. It summarizes that:
1) Dove launched a new line of men's personal wash products in January 2010 using an integrated campaign across TV, print, and online media.
2) Tracking showed the campaign was most effective in February, when TV advertising peaked around the Super Bowl, driving increases in brand awareness and purchase intent.
3) A cross-media study found online media, combined with other exposures, drove greater impacts than previous launches, and each medium performed best at different frequency levels.
The document discusses how the Arab Spring has impacted digital perceptions and brands in the Middle East market. It first provides background on the Arab Spring phenomenon and its economic impacts. It then examines the digital landscape in the region, including internet, mobile, and social media usage. The document also analyzes different types of marketers and their reactions to digital opportunities. Finally, it discusses best practices and case studies for brands operating in the region.
This slide deck gives an overview of findings from ZDNet's Big Data Priorities 2013 research study on the present state and future direction of analytics and big data in North America.
1) Facebook was considering whether to generate revenue through advertisements or third-party apps as it prepared for its IPO.
2) Since going public in 2012, Facebook has adapted to trends in social media and mobile usage while also working to improve privacy protections for users.
3) While the stock price fluctuated after the IPO, Facebook has seen significant and growing revenues largely from advertisements on both desktop and mobile platforms.
How Search Has Radically Changed The Way Consumers Shop For Cars Version 2.0Duncan Scarry
Prolific search engine use has radically changed the way people shop for cars. Moore & Scarry Advertising, a Google Adwords Premier SMB Partner shows you how and what you can do to stay ahead of the curve.
The document outlines an agenda for a 10 year anniversary digital seminar hosted by TradeDoubler. The agenda includes: a welcome and networking session from 15:00-16:00; a presentation on international digital marketing trends from 15:30-16:00; a networking break from 16:00-16:15; a case study on Unicef's digital fundraising from 16:15-16:45; and a presentation on cross-channel marketing from 16:45-17:30. The seminar will conclude with a mingling session from 17:30-19:00.
Gartner digital marketing spend 2013 reportRegina Antony
These charts highlight the findings included in the Gartner U.S. Digital Marketing Spending report. The findings are based on a survey of over 200 marketers from U.S.-based companies with more than $500 million in annual revenue, across six industries (financial services and insurance, high-tech, manufacturing, media, retail, and healthcare). The survey was conducted in November and December of 2012.
The report examines how marketers are allocating their budgets, what activities are contributing to marketing success and other factors.
This document discusses strategies for optimizing online advertising in both the short and long term. It outlines risks such as initiatives cannibalizing revenue and complexity, as well as opportunities like improved targeting and reporting. The author recommends a two-step approach: 1) Short-term tactical optimizations through data analysis and improvement projects to directly boost revenue over 3-6 months. 2) Developing a long-term advertising strategy and action plan through further analysis to best capitalize on advertising opportunities.
Going Beyond Parallel Play - How to Take Integrated Programs to the Next LevelCharity Dynamics
There’s more to multi-channel than sending a companion email around the same time as your direct mail appeal. Learn from top nonprofit and for-profit marketers about how to take your multi-channel program to the next level. Learn what works – and what doesn’t – through case studies and a panel discussion with fundraisers who successfully mastered multi-channel. Identify the barriers to truly integrating your program – and how to get around them in this interactive session. Learning Objectives: Come away with real examples of ways to better leverage all your organization’s programs to integrate your messaging across more channels to better cultivate supporters and increase program revenue.
This document discusses integrated marketing communications (IMC) and the customer relationship management (CRM) process. It provides an overview of key aspects of developing an IMC strategy including segmenting customers, designing communications and pricing strategies, implementing the strategies, and evaluating results. The document outlines the continuous IMC planning process and tools that can be used, such as advertising, direct marketing, public relations, and personal selling. It also discusses how to allocate marketing communication budgets.
Mojiva camerjam mobile brand masterclassJames Cameron
This document discusses mobile planning and buying. It outlines the growth potential of mobile advertising and increased campaign performance. It also mentions greater brand awareness and higher response rates. The document then covers buying media across multiple platforms and devices, using rich media, and tracking return on investment and key performance indicators. It provides illustrations on device and platform versus action, rich media versus device and publisher. Finally, it discusses tracking on mobile and shows data on improved mobile campaign effectiveness compared to online campaigns.
This document summarizes the results of a survey about how businesses are using SharePoint. Over 2100 participants responded to questions about which versions of SharePoint they are using, how SharePoint is being used, the biggest challenges, satisfaction with training programs, and opinions on the user experience. Key findings include that more organizations are using SharePoint 2010 than 2007, and that content management, collaboration, and workflow are the most common uses. The biggest challenges are user adoption and training. Many organizations said they do not have training programs or are not satisfied with them. The majority said the user experience requires in-house design improvements.
Global Entertainment and Media practiceUmair Mohsin
This document summarizes the key findings of PricewaterhouseCoopers' Global Entertainment & Media Outlook for 2009-2013. It finds that the entertainment and media industry will see a compound annual growth rate of 2.7% from 2009-2013 to reach $1.6 trillion globally by 2013. It notes that the migration to digital platforms will accelerate and there will be no hiding from this digital transformation. Recovery will be fragmented across different regions and sectors as the slow economy gives way to faster digital adoption. Entertainment and media spending is expected to outpace global GDP growth as it rebounds.
Mobile advertising can have a significant impact on brand awareness and purchase intent according to research. Creative mobile ads that are tailored for each platform can increase audience engagement. Google provides cross-platform mobile ad formats and works with brands like Reebok to create ads that perform well across iPhone, Android, and other mobile devices.
The document discusses challenges and opportunities in the automotive consumer market. It notes that retail evolution is accelerating from Retail 1.0 to Retail 2.0 to Retail 3.0, with the internet and mobile/social media empowering customers with greater transparency and shifting power away from dealerships. The document also presents data showing buyers' preferred methods for learning about vehicle features, which varies by age group.
Bill Pink_Integrated Marketing 3.0_CAMA_April12Chicago AMA
The document discusses using cross-media measurement to evaluate an integrated marketing campaign for Dove Men+Care. It summarizes that:
1) Dove launched a new line of men's personal wash products in January 2010 using an integrated campaign across TV, print, and online media.
2) Tracking showed the campaign was most effective in February, when TV advertising peaked around the Super Bowl, driving increases in brand awareness and purchase intent.
3) A cross-media study found online media, combined with other exposures, drove greater impacts than previous launches, and each medium performed best at different frequency levels.
The document discusses how the Arab Spring has impacted digital perceptions and brands in the Middle East market. It first provides background on the Arab Spring phenomenon and its economic impacts. It then examines the digital landscape in the region, including internet, mobile, and social media usage. The document also analyzes different types of marketers and their reactions to digital opportunities. Finally, it discusses best practices and case studies for brands operating in the region.
This slide deck gives an overview of findings from ZDNet's Big Data Priorities 2013 research study on the present state and future direction of analytics and big data in North America.
1) Facebook was considering whether to generate revenue through advertisements or third-party apps as it prepared for its IPO.
2) Since going public in 2012, Facebook has adapted to trends in social media and mobile usage while also working to improve privacy protections for users.
3) While the stock price fluctuated after the IPO, Facebook has seen significant and growing revenues largely from advertisements on both desktop and mobile platforms.
How Search Has Radically Changed The Way Consumers Shop For Cars Version 2.0Duncan Scarry
Prolific search engine use has radically changed the way people shop for cars. Moore & Scarry Advertising, a Google Adwords Premier SMB Partner shows you how and what you can do to stay ahead of the curve.
The document outlines an agenda for a 10 year anniversary digital seminar hosted by TradeDoubler. The agenda includes: a welcome and networking session from 15:00-16:00; a presentation on international digital marketing trends from 15:30-16:00; a networking break from 16:00-16:15; a case study on Unicef's digital fundraising from 16:15-16:45; and a presentation on cross-channel marketing from 16:45-17:30. The seminar will conclude with a mingling session from 17:30-19:00.
Gartner digital marketing spend 2013 reportRegina Antony
These charts highlight the findings included in the Gartner U.S. Digital Marketing Spending report. The findings are based on a survey of over 200 marketers from U.S.-based companies with more than $500 million in annual revenue, across six industries (financial services and insurance, high-tech, manufacturing, media, retail, and healthcare). The survey was conducted in November and December of 2012.
The report examines how marketers are allocating their budgets, what activities are contributing to marketing success and other factors.
This document discusses strategies for optimizing online advertising in both the short and long term. It outlines risks such as initiatives cannibalizing revenue and complexity, as well as opportunities like improved targeting and reporting. The author recommends a two-step approach: 1) Short-term tactical optimizations through data analysis and improvement projects to directly boost revenue over 3-6 months. 2) Developing a long-term advertising strategy and action plan through further analysis to best capitalize on advertising opportunities.
Going Beyond Parallel Play - How to Take Integrated Programs to the Next LevelCharity Dynamics
There’s more to multi-channel than sending a companion email around the same time as your direct mail appeal. Learn from top nonprofit and for-profit marketers about how to take your multi-channel program to the next level. Learn what works – and what doesn’t – through case studies and a panel discussion with fundraisers who successfully mastered multi-channel. Identify the barriers to truly integrating your program – and how to get around them in this interactive session. Learning Objectives: Come away with real examples of ways to better leverage all your organization’s programs to integrate your messaging across more channels to better cultivate supporters and increase program revenue.
This document discusses integrated marketing communications (IMC) and the customer relationship management (CRM) process. It provides an overview of key aspects of developing an IMC strategy including segmenting customers, designing communications and pricing strategies, implementing the strategies, and evaluating results. The document outlines the continuous IMC planning process and tools that can be used, such as advertising, direct marketing, public relations, and personal selling. It also discusses how to allocate marketing communication budgets.
Mojiva camerjam mobile brand masterclassJames Cameron
This document discusses mobile planning and buying. It outlines the growth potential of mobile advertising and increased campaign performance. It also mentions greater brand awareness and higher response rates. The document then covers buying media across multiple platforms and devices, using rich media, and tracking return on investment and key performance indicators. It provides illustrations on device and platform versus action, rich media versus device and publisher. Finally, it discusses tracking on mobile and shows data on improved mobile campaign effectiveness compared to online campaigns.
This document summarizes the results of a survey about how businesses are using SharePoint. Over 2100 participants responded to questions about which versions of SharePoint they are using, how SharePoint is being used, the biggest challenges, satisfaction with training programs, and opinions on the user experience. Key findings include that more organizations are using SharePoint 2010 than 2007, and that content management, collaboration, and workflow are the most common uses. The biggest challenges are user adoption and training. Many organizations said they do not have training programs or are not satisfied with them. The majority said the user experience requires in-house design improvements.
6. ARE WE STILL IN THE GAME?
Budget Changes in 2011
16%
37%
47%
Increase Stay the same Decrease
(SAS: Winning in Today’s Economy with Multi-Channel Marketing - 366 respondents)
7. ARE WE STILL IN THE GAME? % Budget Share by Channel
15.4
Website
17.9
14.0
Direct Marketing
14.1
12.3
Email
12.5
12.8
Live events/tradeshows/seminars
12.0
11.4
Press Advertising
9.5
9.4
Search
8.8
7.9
Other
8.8
7.7
Online Advertising
7.9
5.7
Social Media
6.4
6.9
Outbound Telemarketing
6.2
6.8
TV Advertising
5.8
2.6
Webinars/webcasts/virtual events
2.7
2.9
Outdoor Advertising
2.6
1.7
Radio Advertising
2.2
0 5 10 15 20
Average share 2010 (%) Average share 2011 (%)
(SAS: Winning in Today’s Economy with Multi-Channel Marketing - 324 respondents)
8. ARE WE STILL IN THE GAME? % Budget Share by Channel
15.4
Website
17.9
14.0
Direct Marketing
14.1
12.3
Email
12.5
12.8
Live events/tradeshows/seminars
12.0
11.4
Press Advertising
9.5
9.4
Search
8.8
7.9
Other
8.8
7.7
Online Advertising
7.9
5.7
Social Media
6.4
6.9
Outbound Telemarketing
6.2
6.8
TV Advertising
5.8
2.6
Webinars/webcasts/virtual events
2.7
2.9
Outdoor Advertising
2.6
1.7
Radio Advertising
2.2
0 5 10 15 20
Average share 2010 (%) Average share 2011 (%)
(SAS: Winning in Today’s Economy with Multi-Channel Marketing - 324 respondents)
9. ARE WE STILL IN THE GAME? % Budget Share by Channel
15.4
Website
17.9
14.0
Direct Marketing
14.1
12.3
Email
12.5
12.8
Live events/tradeshows/seminars
12.0
11.4
Press Advertising
9.5
9.4
Search
8.8
7.9
Other
8.8
7.7
Online Advertising
7.9
5.7
Social Media
6.4
6.9
Outbound Telemarketing
6.2
6.8
TV Advertising
5.8
2.6
Webinars/webcasts/virtual events
2.7
2.9
Outdoor Advertising
2.6
1.7
Radio Advertising
2.2
0 5 10 15 20
Average share 2010 (%) Average share 2011 (%)
(SAS: Winning in Today’s Economy with Multi-Channel Marketing - 324 respondents)
10. ARE WE STILL IN THE GAME? Budget Change by Channel
Website 44.5 43.9 6.4
1.7
Social Media 44.1 36.02.6 11.5
Email 43.2 48.4 3.22.3
Search 33.8 43.0 4.7 12.2
Online Advertising 27.8 39.9 5.9 18.3
Direct Marketing 21.6 41.9 17.1 9.9
Live events/tradeshows/seminars 19.8 39.2 15.6 13.9
Webinars/webcasts/virtual events 17.5 19.3 3.7 40.8
Outbound Telemarketing 15.7 29.2 5.1 36.7
Press Advertising 13.2 35.4 22.5 20.4
Other 6.5 26.5 6.0 32.1
TV Advertising 5.7 13.8 11.1 53.6
Radio Advertising 5.2 16.8 10.7 50.2
Outdoor Advertising 4.8 19.2 11.7 48.3
0 25 50 75 100
Increase Stay the Same Decrease Don’t Use
(SAS: Winning in Today’s Economy with Multi-Channel Marketing - 356 respondents)
11. ARE WE STILL IN THE GAME? Budget Change by Channel
Website 44.5 43.9 6.4
1.7
Social Media 44.1 36.02.6 11.5
Email 43.2 48.4 3.22.3
Search 33.8 43.0 4.7 12.2
Online Advertising 27.8 39.9 5.9 18.3
Direct Marketing 21.6 41.9 17.1 9.9
Live events/tradeshows/seminars 19.8 39.2 15.6 13.9
Webinars/webcasts/virtual events 17.5 19.3 3.7 40.8
Outbound Telemarketing 15.7 29.2 5.1 36.7
Press Advertising 13.2 35.4 22.5 20.4
Other 6.5 26.5 6.0 32.1
TV Advertising 5.7 13.8 11.1 53.6
Radio Advertising 5.2 16.8 10.7 50.2
Outdoor Advertising 4.8 19.2 11.7 48.3
0 25 50 75 100
Increase Stay the Same Decrease Don’t Use
(SAS: Winning in Today’s Economy with Multi-Channel Marketing - 356 respondents)
12. ARE WE STILL IN THE GAME? Budget Change by Channel
Website 44.5 43.9 6.4
1.7
Social Media 44.1 36.02.6 11.5
Email 43.2 48.4 3.22.3
Search 33.8 43.0 4.7 12.2
Online Advertising 27.8 39.9 5.9 18.3
Direct Marketing 21.6 41.9 17.1 9.9
Live events/tradeshows/seminars 19.8 39.2 15.6 13.9
Webinars/webcasts/virtual events 17.5 19.3 3.7 40.8
Outbound Telemarketing 15.7 29.2 5.1 36.7
Press Advertising 13.2 35.4 22.5 20.4
Other 6.5 26.5 6.0 32.1
TV Advertising 5.7 13.8 11.1 53.6
Radio Advertising 5.2 16.8 10.7 50.2
Outdoor Advertising 4.8 19.2 11.7 48.3
0 25 50 75 100
Increase Stay the Same Decrease Don’t Use
(SAS: Winning in Today’s Economy with Multi-Channel Marketing - 356 respondents)
13. ARE WE STILL IN THE GAME? Budget Change by Channel
Website 44.5 43.9 6.4
1.7
Social Media 44.1 36.02.6 11.5
Email 43.2 48.4 3.22.3
Search 33.8 43.0 4.7 12.2
Online Advertising 27.8 39.9 5.9 18.3
Direct Marketing 21.6 41.9 17.1 9.9
Live events/tradeshows/seminars 19.8 39.2 15.6 13.9
Webinars/webcasts/virtual events 17.5 19.3 3.7 40.8
Outbound Telemarketing 15.7 29.2 5.1 36.7
Press Advertising 13.2 35.4 22.5 20.4
Other 6.5 26.5 6.0 32.1
TV Advertising 5.7 13.8 11.1 53.6
Radio Advertising 5.2 16.8 10.7 50.2
Outdoor Advertising 4.8 19.2 11.7 48.3
0 25 50 75 100
Increase Stay the Same Decrease Don’t Use
(SAS: Winning in Today’s Economy with Multi-Channel Marketing - 356 respondents)
15. ARE WE STILL IN THE GAME?
•Budgets - 84% stable or rising
16. ARE WE STILL IN THE GAME?
•Budgets - 84% stable or rising
•Share - Direct mail + Email = 25% of spend
17. ARE WE STILL IN THE GAME?
•Budgets - 84% stable or rising
•Share - Direct mail + Email = 25% of spend
•Change - Direct mail 63% stable or rising
18. ARE WE STILL IN THE GAME?
•Budgets - 84% stable or rising
•Share - Direct mail + Email = 25% of spend
•Change - Direct mail 63% stable or rising
•Change - Email 91% stable or rising
19. ARE WE STILL IN THE GAME?
•Budgets - 84% stable or rising
•Share - Direct mail + Email = 25% of spend
•Change - Direct mail 63% stable or rising
•Change - Email 91% stable or rising
•Change - OBTM 45% stable or rising
21. ARE WE STILL IN THE GAME?
•Social media - the rise is dazzling, but from a
low base. And who owns it?
22. ARE WE STILL IN THE GAME?
•Social media - the rise is dazzling, but from a
low base. And who owns it?
•Mobile marketing - big expectations, big
problems (cross-platform compatibility,
consumer acceptance, etc)
31. STICK
Issues:
•Limited sources - who’s
collecting data?
•Validation - EER Opt-out =
45%
•Coverage - consumer
universes = 41M, but all
multi-sourced from same sets
32. STICK
Issues:
•Limited sources - who’s
collecting data?
•Validation - EER Opt-out =
45%
•Coverage - consumer
universes = 41M, but all
multi-sourced from same sets
•Lead generation - good for
“hot leads”, but some sources
too hot to handle
36. STICK
•Value over volume =
intelligent play
•Valued variables =
renewal dates, permissions,
purchasing intentions,
“in market” indicators
37. STICK
Variables in Single Customer View
Customer name 92.7
Delivery address 34.1
Home address 63.4
Daytime phone number 90.2
Evening phone number 51.2
Mobile phone number 70.7
Email address 92.7
Web URL 31.7
Purchase history by product 78.0
Purchase history by value 63.4
Contact history 78.0
Segment code 51.2
0 25 50 75 100
% hold on SCV
(Source: Data Strategy, “State of the Nation 2010”)
38. STICK
Variables in Single Customer View
Customer name 92.7
Delivery address 34.1
Home address 63.4 “Often all we know
about an individual is
Daytime phone number 90.2
an appliance they
Evening phone number 51.2 have.” - warranty
insurance provider
Mobile phone number 70.7
Email address 92.7
Web URL 31.7
Purchase history by product 78.0
Purchase history by value 63.4
Contact history 78.0
Segment code 51.2
0 25 50 75 100
% hold on SCV
(Source: Data Strategy, “State of the Nation 2010”)
45. TWIST
Algorithms replacing data?
•Online re-targeting
(eg, myThings)
•“It’s like playing pinball with
your customers.” - Karen
Millen
46. TWIST
Algorithms replacing data?
•Online re-targeting
(eg, myThings)
•“It’s like playing pinball with
your customers.” - Karen
Millen
•“These are qualified leads
that are a lot more valuable
than general visitors.” - Karen
Millen
49. TWIST
Algorithms replacing data?
•Issues:
•EC review of cookies
could kill this stone dead in
Europe
50. TWIST
Algorithms replacing data?
•Issues:
•EC review of cookies
could kill this stone dead in
Europe
•Opportunities:
51. TWIST
Algorithms replacing data?
•Issues:
•EC review of cookies
could kill this stone dead in
Europe
•Opportunities:
•Data owners + ad
networks + marketing
agencies = value play
53. TWIST
Data drives relevance 1.
•Most used, least defined
concept in marketing
54. TWIST
Data drives relevance 1.
•Most used, least defined
concept in marketing
•“Relevance can be a data
brief.” - Lloyds Banking
Group
55. TWIST
Data drives relevance 1.
•Most used, least defined
concept in marketing
•“Relevance can be a data
brief.” - Lloyds Banking
Group
56. TWIST
Data drives relevance 1.
•Most used, least defined
concept in marketing
•“Relevance can be a data
brief.” - Lloyds Banking
Group
•Closed loop targeting, tracking and measurement is
more likely to move the brand closer to its customers
than just building targeting or propensity models.
Demands richer data and enhancement with data
linked into operational delivery.
59. TWIST
Data drives relevance 1.
•Issues:
•Clients wary of opening
ops to all but largest
partners
60. TWIST
Data drives relevance 1.
•Issues:
•Clients wary of opening
ops to all but largest
partners
•Opportunities:
61. TWIST
Data drives relevance 1.
•Issues:
•Clients wary of opening
ops to all but largest
partners
•Opportunities:
•Supporting evidence-
based decision-making
63. TWIST
Data drives relevance 2.
•“We might have got
approval for increased
spend based on ‘gut feel’ or
‘instinct’ – now we know
what to spend, who to
target and the return for
the organisation.” - RIAS
64. TWIST
Data drives relevance 2.
•“We might have got
approval for increased
spend based on ‘gut feel’ or
‘instinct’ – now we know
what to spend, who to
target and the return for
the organisation.” - RIAS
69. TWIST
Data drives relevance 3.
•One quarter of consumers withhold
permission to email even from companies they
already have a relationship with.
70. TWIST
Data drives relevance 3.
•One quarter of consumers withhold
permission to email even from companies they
already have a relationship with.
•The wording of privacy statements is the
frontline for relevance.
71. TWIST
Data drives relevance 3.
•One quarter of consumers withhold
permission to email even from companies they
already have a relationship with.
•The wording of privacy statements is the
frontline for relevance.
•Making these statements more engaging could
reduce opt-out rates by as much as 17 per
cent (DMA Data Tracker Study).
76. TWIST
Lead nurturing (transfer from B2B)
•Long lifecycle buys -
tracking prospects from
cold to warm - incremental
relevance
77. TWIST
Lead nurturing (transfer from B2B)
•Long lifecycle buys -
tracking prospects from
cold to warm - incremental
relevance
•Reed Business Information
increased conversion by
1.2%, sales opportunities by
50%, qualified lead volumes
by 42%
78. TWIST
Lead nurturing (transfer from B2B)
•Long lifecycle buys -
tracking prospects from
cold to warm - incremental
relevance
•Reed Business Information
increased conversion by
1.2%, sales opportunities by
50%, qualified lead volumes
by 42%
82. TWIST
Lead nurturing (transfer from B2B)
•Issues:
•Pressure for short sales cycles to hit targets
•Short-term memory and staffing - how many
B2C marketers are still in post after 12 - 18
months?
83. TWIST
Lead nurturing (transfer from B2B)
•Issues:
•Pressure for short sales cycles to hit targets
•Short-term memory and staffing - how many
B2C marketers are still in post after 12 - 18
months?
•Requires data + modelling + technology
86. TWIST
Lead nurturing (transfer from B2B)
•Opportunities:
•Cost savings for client by avoiding repeated
purchases of same prospect names
87. TWIST
Lead nurturing (transfer from B2B)
•Opportunities:
•Cost savings for client by avoiding repeated
purchases of same prospect names
•Premium for supplier from lead nurturing
engagement
91. TWIST
Time to get handcrafted?
•Issues:
•Very limited application (00s, not Ks)
92. TWIST
Time to get handcrafted?
•Issues:
•Very limited application (00s, not Ks)
•Data scraping is a grey area
93. TWIST
Time to get handcrafted?
•Issues:
•Very limited application (00s, not Ks)
•Data scraping is a grey area
•Opportunities:
94. TWIST
Time to get handcrafted?
•Issues:
•Very limited application (00s, not Ks)
•Data scraping is a grey area
•Opportunities:
•Very relevant for high value products
95. TWIST
Time to get handcrafted?
•Issues:
•Very limited application (00s, not Ks)
•Data scraping is a grey area
•Opportunities:
•Very relevant for high value products
•Creativity + data + relevance = premium value
play