A data strategy provides insights about customers to inform business goals across marketing channels. It creates a unified view of each customer by collecting data from websites, apps, purchases, and other sources to optimize their experiences. An effective data strategy uses analytics like machine learning and predictive modeling to segment customers and personalize interactions in real-time across channels.

1. WT F I S A DATA STRATEGY ?
1 1 T H N O V 2 0 1 4
Alex Loveless
Head of Data Consulting
@alexmloveless

2. Why the f**k a data strategy?

3. Data = Strategy

4. What are your business’s short,
medium and long term goals?

5. It’s all about the customer
Customers don’t experience channels
PPC
DISPLAY
ORGANI
C
AFFILIAT
ES
EMAIL
MOBILE
WEB
customer lifecycle
JUST GIVE ME
WHAT I WANT!

6. Data
Insight
Brand Planning
Omni-channel Planning
Optimised Brand Experience

7. creates
informs
PPC
SEO
Email
Social
Web
Mobile
behaviour
social
3rd party
purchases
CRM
app
analysis
value
prediction
segmentation
behaviour
UX
data
media
customer
creative
social

8. Time Horizon
Customer Volume
Short Medium Long
1 customer ALL my customers
Web/mobile analytics
Data Lake/Single customer view
Attribution Modeling
Cross Channel Analysis
DMP/Personalisation
Ad Targeting/programatic
Propensity Modeling
Behavioural Segmentation
Social Listening
Social segmentation
Customer
clustering
Propensity modeling

9. It’s cool man! Just use
stuff you’ve, like, seen
in the past to predict
what might happen in
the future, m’kay?
Rev. Thomas Bayes
Bayes’ Theorem

10. • Customer data
• Purchase history
• Social data
Find data
Look for clusters
(segments) in
the data
Look for
features in the
segments
Observe history
of segments
Create Bayesian
training set
Use to predict
future states
• Car lovers
• Mums
• Optimists
• Gender
• Demographics
• Frequent purchases
• Behaviours
• Purchases
• Loyalty
• Likely next product
• Likelihood to purchase in X days
• Probable next destination
• Pregnancy status
• Likelihood to complain

11. CONTEXT
Who are they?
Where are they?
What are they
doing?
Who are they
talking to?
What devices
are they using?
How can we tailor their
experience?
What do they
How are they
feeling?
want?
Timing is everything!
At
home
At
work
In a
café
On the
move
Eating
Watching
tv
Social
web
Friends
Family
Colleag
ues
Laptop
Tablet
Phone
Irritable
Positive
Stressed
Excited
To buy
something
To
browse
To
compare
prices
Personaliz
ed email
Targeted
content
Deals
Male/Fe
male
@some
body 18 - 25
Optimised
Experience

12. Sees
Display
ad
Logs
onto in-store
network
Searche
s for
“TV”
Uses
app
from
café
Whatsap
p link to
friend
Returns
unwante
d item
Uses
browser
Bounces
Social
share
Arrives
from
search
Selects
Uses app shoe size
Multiple
visit no
purchase
Opens
email
Complains
Uses
airport
kiosk
In store
sale
Social
campaign

13. With more data
resolution increases
• Behaviour
• 3rd party data
• Browse habits
• Singe device
• Customer data
• Email address/social profile
• Geographic
• Product affinities
• App usage
• Cross device

14. media CRM
purchase Social
DATA
2nd
Party
analytic
s
Offline
Call
Centre
How do we
do this in
real time?

15. Data Management
Platform (DMP)
Clickstream/Conv.
3rd Party Data
Data Exchange
CRM/Customer
PPC
Call Centre
Targeted Email/Comms
Display Targeting
Deals/Incentives
Mailings/Inserts
Online to Offline
Offline/POS
Web/Mobile
Personalisation
Social
Events
Call centre
prequalification
Loyalty programme
segmentation
Predictive
analysis
Data Inputs
Outputs/Actions

16. OMNI-PPC
CHANNEL PERSONALISED
DISPLAY
ORGANI
C
AFFILIATES
EMAIL
MOBILE
WEB
customer lifecycle
EXPERIENCE

17. Call Centre
Targeting
Campaign and
trigger emails are
personalised
based on
customer
behaviour
DMP
Analytics
Social Login
Web/Mobile
email
Tag Management
MVT
Behavioural data is collected via a tag
management system and fed into a
profiling DB for segmentation.
Personalised content is delivered to
the customer using an MVT tool
Display Ads
Social Media
Profiling DB stiches sessions
together across device and
channel and creates
segments
Customer profiles are
enriched with social data
which is linked via social
logins
Call centre agents use
profiling data to enrich their
conversations with
customers
User experience is tailored to
the campaign seen prior to
arrival
Customer experience is aligned
across channel and platform based
on information gathered about
them from any channel in real time
or near real time.
DATA LAYER
{
user: johnsmith,
id :123456,
agegroup : 18-25,
prevsearch: “NewYork”
“campaigns: [
123,
456,
334
]
}
The application
embeds customer
profile info in a
data layer on the
page

18. DMP CRM Analysis
Data Lake
Customer
Social
Offline/
POS
2nd Party
Logs
Legacy
Data Broker
Call
Centre
3 Other rd Party
Data comes in from anywhere
Data of all
shapes and
sizes live in
the data
lake
Data data
broker
makes
sense of
data on the
fly
Do lots of cool stuff with the data
1
2
3
4

19. ANALYTICS
DATA WAREHOUSE
SINGLE CUSTOMER VIEW
MASTER DATA MANAGEMENT
BIG DATA
BRAND EXPERIENCE OPTIMISATION

20. 1. Business strategy is key – what are
your big questions?
2. It’s all about customer insight,
more is better but any is great
3. Start big - go small