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Building Brands with Smart Data
The document discusses the concept of 'smart data,' defined as big data refined for marketing purposes. It emphasizes the importance of understanding demographic and psychographic data to effectively build a brand and improve customer interactions. The author shares personal confessions on the challenges faced in leveraging smart data and the need for better data sharing and questioning strategies.
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Building Brands with Smart Data
- 3. BUILDING YOUR BRAND FROM SMARTDATA nitin sharma 26.05.15
- 4. 3 confessions in 20 minutes
- 5. + #confession1 i don’tknow much about smart data
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- 9. “smart data isbig data that’s gone to Marketing School” © Nitin Sharma, 2015
- 10. “smart data isbig data that goes to marketing school” © nitin sharma, 2015
- 11. “smart data isbig data that goes to marketing school”+ insights =
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- 15. DEMOGRAPHIC sex age location education occupation income marital status •Woman • 25-‐34 years • Dubai • Graduate • Junior Manager • AED 100,000 p.a. • Married
- 16. DEMOGRAPHIC attitudes opinions lifestyle PSYCHOGRAPHIC values • Woman • 25-‐34 years • Dubai • Graduate • Junior Manager • AED 100,000 p.a. • Mother of two • Lives in Bur Dubai • Aspires to study further • Highly meticulous & ambitious • Fiercely financially independent • Struggles to balance home with work • Misses having time for herself • Has 3 credit cards • Rarely goes out partying with friends • Can’t afford a baby-‐sitter • Occasionally splurges on self pampering • Very heavy user of technology, especially smartphones • Often shops online Active on social media: Uses FB & Twitter Mary
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- 19. DEMOGRAPHIC PSYCHOGRAPHIC USAGE LOCATION BEHAVIOUR what sites what pages timespent links clicked searches made content accessed apps on phone devices phone number personal information call logs KNOWS EVERYTHING
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- 22. + #confession2 i wishwe shared data
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- 24. transaction feedback loyalty social IT online team frontline sales loyalty dept customer care registration
- 25. transaction feedback loyalty social IT frontline sales loyalty dept customer care online team registration
- 26. transaction feedback loyalty social IT frontline sales loyalty dept customer care online team registration
- 29. “smart data isbig data that goes to marketing school”+ insights = brand listen listen listen listen listen
- 30. + confession#3 i’ve failed withsmart data
- 31. ask the rightquestions start with small data
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- 34. 3 confessions in 20 minutes
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