Adrian kingwell, Mezzo Labs - Making Data Personal

@adrian_kingwell @mezzolabs
Making Data Personal
or How to sell Tom Cruise car insurance
Adrian Kingwell
Mezzo Labs

What is personalised marketing?
The ability to deliver the right message
to the right person
through the right medium
at the right time

What is personalised marketing?
It’s all about relevance and speed

How do we sell Tom Cruise some
car insurance?

What do we know about Tom?
• Who is he? Is he in our target audience?
• Does he need car insurance?
• Is he ready to buy?
• What would make him buy our insurance?
• How do we get our offer in front of him at the right
time?

Tom’s demographic cohorts
• Actor – actors pay high premiums
• High net worth individual - worth $470 million
• Divorced, currently single
• Owns more than one car
• 53 years old – low risk
• Scientologist – doesn’t drink, smoke or take drugs

Tom’s behavioural cohorts
• Ready to buy - got a quote for car insurance two
days ago
• Fussy buyer - spent 15 minutes ping-ponging
between the postcode field and the quote page
• Frequent OLB user - logs into online banking via the
app 3-4 times per week
• Lapsed customer - bought our car insurance a few
years ago
• Tech savvy - has multiple devices

We need personal marketing
Let’s find Tom
Let’s reach him through the medium of his choice
Let’s send him a promotion that is relevant to him
Let’s do it at the right time

Tom is in the neighborhood
• Tom is in Westfield shopping mall just off the A40
• He’s not looking at his iPhone but he is looking at
in-store display advertising

How did it go?
Did we find Tom?
Did we target him through the right medium?
Did we send him the right promotion?
Was it the right time?
Something went wrong in our personalised marketing

How good is Minority Report marketing?
Targeted, but not exactly personalised
• More like programmatic marketing
Wasteful
• Tom was never going to be interested in Guinness
Expensive
• We failed to outbid luxury brands
It is still mass marketing
• Generic ads in locations that have the right demographics

Let’s go back to basics

First we need some data…
Website
Mobile App
Paid media
3rd party
CRM
Credit to Signal for this model
Blend the
data

Next we create a single customer view…
Blend the
data
Match
unique
identifiers
Website
Mobile App
Paid media
3rd party
CRM

Then we create some segments…
Blend the
data
Match
unique
identifiers
Create
segments
Website
Mobile App
Paid media
3rd party
CRM

Finally we can do something with it…
Automation
Analysis
Blend the
data
Match
unique
identifiers
Create
segments
Website
Mobile App
Paid media
3rd party
CRM

Automation
Analysis
Email
Technology maps onto this…
Collect and
blend the
data
Match
unique
identifiers
Create
segments
Website
Mobile App
Paid media
3rd party
CRM
DMP
CRO
DSP

CohortHypothesis
Website
Mobile App
Paid media
3rd party
CRM
Analysis
Customer ID
Content ID
Demographics
Behaviours
Website
Mobile App
Paid media
Email
Offline display
Blend the
data
Match
unique
identifiers
Create
segments
Relevance
Speed

Challenges
Website
Mobile App
Paid media
3rd party
CRM
Website
Mobile App
Paid media
Email
In store
Blend the
data
Match
unique
identifiers
Create
segments

Challenges
Website
Mobile App
Paid Media
3rd party
CRM
Web analytics
Mobile SDK
Adserving, video,
aggregators
Offline systems
CRM
User ID
How do we match
different IDs to
universal ID?
How do we match
the Universal ID
with 3rd party data?
Who are our users?
Event ID
What did they do?
When?
How much?
Where are they in
the buying cycle?
Identify the critical
few events and
filter out all the
rest
Campaign ID
What creative did
they see?
Where?
When?
At what cost?
What do they
respond to?

Challenges
Website
Mobile App
Web analytics
Mobile SDK
Language
Do all data sources
define data the
same way?
Do we have a data
dictionary?
Do we have a data
layer?
Time
Are all data sources
on the same time
base?
How often can we
get access to the
data?
How quickly can we
process the data?
Governance
How do we ensure
that nobody breaks
anything?
Paid Media
3rd party
CRM
Adserving, video,
aggregators
Offline systems
CRM

Challenges
Website
Mobile App
Web analytics
Mobile SDK
Analytics
Customer journey
is no longer linear
The funnel is no
longer funnel-
shaped
Customer goes
offsite > onsite >
app store > app >
branch
Management
Who owns this?
The ROI is difficult
Organisations are
not set up to do
this
Privacy, security
and compliance
What will Risk and
Compliance say?
Are your suppliers
ready?
Will your customers
think it is creepy?
Paid Media
3rd party
CRM
Adserving, video,
aggregators
Offline systems
CRM

Back to Tom
• It’s all about speed and relevance
• If we can be relevant, our marketing won’t be wasted
• If we can execute quickly, we won’t get beaten
• We can’t read Tom’s mind
• But we can calculate his propensity to buy
• We can reduce our spend when he’s got a low chance of buying
• We can increase our spend when he’s got a high chance
• Are we ready to do this?
• Do we have the right skills
• Do we have the technology?
• Is the data ready?

Adrian kingwell, Mezzo Labs - Making Data Personal

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