In the early noughties data became the dinosaur of the communications world – digital (the web, email etc) quickly became the leading channel and the rest is history...

1. 19.05.11
Data in a
Digital world

2. data in the
digital world
In the early noughties data became
the dinosaur of the communications
world – digital (the web, email etc)
quickly became the leading channel
and the rest is history.

3. learning the
lessons
However lessons from ill Now phrases such as CRM and e-CRM seem somewhat overused;
however they do much the same job if you understand what they
conceived platforms without truly mean to you – i.e. understanding what makes your customer
the disciplines of digital’s older tick while getting the most out of them for your business – man-
and less glamorous sister, data, aging your relationship effectively.
were learned.

4. data in the
digital world
So getting the “data” right behind your digital platform is
paramount. Why? Well ask some questions like these...
Why would I collect customer
information in the first place?

5. data in the
digital world
So getting the “data” right behind your digital platform is
paramount. Why? Well ask some questions like these...
• Why would I collect customer information in the first place?
What do I need to know from my
customer? What can they tell me that
I can use to build my relationship with
them and anticipate their needs?

6. data in the
digital world
So getting the “data” right behind your digital platform is
paramount. Why? Well ask some questions like these...
• Why would I collect customer information in the first place?
• What do I need to know from my customer? What can they tell me that
I can use to build my relationship with them and anticipate their needs?
How should I collect this information?
Is it quick, easy and relevant enough
for my customer to get all the way
through my registration without
giving up?

7. data in the
digital world
So getting the “data” right behind your digital platform is
paramount. Why? Well ask some questions like these...
• Why would I collect customer information in the first place?
• What do I need to know from my customer? What can they tell me that
I can use to build my relationship with them and anticipate their needs?
• How should I collect this information? Is it quick, easy and relevant
enough for my customer to get all the way through my registration
without giving up?
Have I permissioned it right? Can I
talk to them again without getting
into trouble? What would happen if
someone complained?
How would I deal with that and what
are the implications?

8. data in the
digital world
So getting the “data” right behind your digital platform is
paramount. Why? Well ask some questions like these...
• Why would I collect customer information in the first place?
• What do I need to know from my customer? What can they tell me that
I can use to build my relationship with them and anticipate their needs?
• How should I collect this information? Is it quick, easy and relevant
enough for my customer to get all the way through my registration
without giving up?
• Have I permissioned it right? Can I talk to them again without getting
into trouble? What would happen if someone complained?
How would I deal with that and what are the implications?
What if I have multiple brands and
multiple sites – can we all talk to
them again? Or does my permission
statement lock these brands out?

9. data in the
digital world
So getting the “data” right behind your digital platform is
paramount. Why? Well ask some questions like these...
• Why would I collect customer information in the first place?
• What do I need to know from my customer? What can they tell me that
I can use to build my relationship with them and anticipate their needs?
• How should I collect this information? Is it quick, easy and relevant
enough for my customer to get all the way through my registration
without giving up?
• Have I permissioned it right? Can I talk to them again without getting
into trouble? What would happen if someone complained?
How would I deal with that and what are the implications?
• What if I have multiple brands and multiple sites – can we all talk to
them again? Or does my permission statement lock these brands out?
What happens to their information
once I have collected it? Where does
it go? How do I store it correctly?

10. data in the
digital world
So getting the “data” right behind your digital platform is
paramount. Why? Well ask some questions like these...
• Why would I collect customer information in the first place?
• What do I need to know from my customer? What can they tell me that
I can use to build my relationship with them and anticipate their needs?
• How should I collect this information? Is it quick, easy and relevant
enough for my customer to get all the way through my registration
without giving up?
• Have I permissioned it right? Can I talk to them again without getting
into trouble? What would happen if someone complained?
How would I deal with that and what are the implications?
• What if I have multiple brands and multiple sites – can we all talk to
them again? Or does my permission statement lock these brands out?
• What happens to their information once I have collected it? Where does
it go? How do I store it correctly?
What can I do with this information?
How can I analyse it – explore what it
all means?

11. data in the
digital world
So getting the “data” right behind your digital platform is
paramount. Why? Well ask some questions like these...
• Why would I collect customer information in the first place?
• What do I need to know from my customer? What can they tell me that
I can use to build my relationship with them and anticipate their needs?
• How should I collect this information? Is it quick, easy and relevant
enough for my customer to get all the way through my registration
without giving up?
• Have I permissioned it right? Can I talk to them again without getting
into trouble? What would happen if someone complained?
How would I deal with that and what are the implications?
• What if I have multiple brands and multiple sites – can we all talk to
them again? Or does my permission statement lock these brands out?
• What happens to their information once I have collected it? Where does
it go? How do I store it correctly?
• What can I do with this information? How can I analyse it – explore what
it all means?
What happens if they register again
but use a different email address or
spell things differently? Will this get
confusing? Will my software know
this?

12. data in the
digital world
So getting the “data” right behind your digital platform is
paramount. Why? Well ask some questions like these...
• Why would I collect customer information in the first place?
• What do I need to know from my customer? What can they tell me that
I can use to build my relationship with them and anticipate their needs?
• How should I collect this information? Is it quick, easy and relevant
enough for my customer to get all the way through my registration
without giving up?
• Have I permissioned it right? Can I talk to them again without getting
into trouble? What would happen if someone complained?
How would I deal with that and what are the implications?
• What if I have multiple brands and multiple sites – can we all talk to
them again? Or does my permission statement lock these brands out?
• What happens to their information once I have collected it? Where does
it go? How do I store it correctly?
• What can I do with this information? How can I analyse it – explore what
it all means?
• What happens if they register again but use a different email address or
spell things differently? Will this get confusing? Will my software know this?
Will my software join up every touch
point including operations? How will
it know what to say or communicate
to my customer next time they log
on?

13. data in the
digital world
So getting the “data” right behind your digital platform is
paramount. Why? Well ask some questions like these...
• Why would I collect customer information in the first place?
• What do I need to know from my customer? What can they tell me that
I can use to build my relationship with them and anticipate their needs?
• How should I collect this information? Is it quick, easy and relevant
enough for my customer to get all the way through my registration
without giving up?
• Have I permissioned it right? Can I talk to them again without getting
into trouble? What would happen if someone complained?
How would I deal with that and what are the implications?
• What if I have multiple brands and multiple sites – can we all talk to
them again? Or does my permission statement lock these brands out?
• What happens to their information once I have collected it? Where does
it go? How do I store it correctly?
• What can I do with this information? How can I analyse it – explore what
it all means?
• What happens if they register again but use a different email address or
spell things differently? Will this get confusing? Will my software know this?
• Will my software join up every touch point including operations? How will it
know what to say or communicate to my customer next time they log on?
What if I am running a promotion –
how do I manage the rules and stop
customers getting more than their fair
share?

14. data in the
digital world
So getting the “data” right behind your digital platform is
paramount. Why? Well ask some questions like these...
• Why would I collect customer information in the first place?
• What do I need to know from my customer? What can they tell me that
I can use to build my relationship with them and anticipate their needs?
• How should I collect this information? Is it quick, easy and relevant
enough for my customer to get all the way through my registration
without giving up?
• Have I permissioned it right? Can I talk to them again without getting
into trouble? What would happen if someone complained?
How would I deal with that and what are the implications?
• What if I have multiple brands and multiple sites – can we all talk to
them again? Or does my permission statement lock these brands out?
• What happens to their information once I have collected it? Where does
it go? How do I store it correctly?
• What can I do with this information? How can I analyse it – explore what
it all means?
• What happens if they register again but use a different email address or
spell things differently? Will this get confusing? Will my software know this?
• Will my software join up every touch point including operations? How will it
know what to say or communicate to my customer next time they log on?
• What if I am running a promotion – how do I manage the rules and stop
customers getting more than their fair share?
How do I deal with individual
enquiries or problems?
Will my software remember this next
time?

15. data in the
digital world
So getting the “data” right behind your digital platform is
paramount. Why? Well ask some questions like these...
• Why would I collect customer information in the first place?
• What do I need to know from my customer? What can they tell me that
I can use to build my relationship with them and anticipate their needs?
• How should I collect this information? Is it quick, easy and relevant enough for
my customer to get all the way through my registration without giving up?
• Have I permissioned it right? Can I talk to them again without getting into
trouble? What would happen if someone complained?
How would I deal with that and what are the implications?
• What if I have multiple brands and multiple sites – can we all talk to them
again? Or does my permission statement lock these brands out?
• What happens to their information once I have collected it? Where does it go?
How do I store it correctly?
• What can I do with this information? How can I analyse it – explore what it all
means?
• What happens if they register again but use a different email address or spell
things differently? Will this get confusing? Will my software know this?
• Will my software join up every touch point including operations? How will it know
what to say or communicate to my customer next time they log on?
• What if I am running a promotion – how do I manage the rules and stop
customers getting more than their fair share?
• How do I deal with individual enquiries or problems?
Will my software remember this next time?
How do I deliver relevant and
engaging communications to them
without blasting them a one size fits
all email far too often till the point
where they unsubscribe?

16. data in the
digital world
So getting the “data” right behind your digital platform is
paramount. Why? Well ask some questions like these...
• Why would I collect customer information in the first place?
• What do I need to know from my customer? What can they tell me that
I can use to build my relationship with them and anticipate their needs?
• How should I collect this information? Is it quick, easy and relevant enough for
my customer to get all the way through my registration without giving up?
• Have I permissioned it right? Can I talk to them again without getting into
trouble? What would happen if someone complained?
How would I deal with that and what are the implications?
• What if I have multiple brands and multiple sites – can we all talk to them
again? Or does my permission statement lock these brands out?
• What happens to their information once I have collected it? Where does it go?
How do I store it correctly?
• What can I do with this information? How can I analyse it – explore what it all
means?
• What happens if they register again but use a different email address or spell
things differently? Will this get confusing? Will my software know this?
• Will my software join up every touch point including operations? How will it know
what to say or communicate to my customer next time they log on?
• What if I am running a promotion – how do I manage the rules and stop
customers getting more than their fair share?
• How do I deal with individual enquiries or problems?
Will my software remember this next time?
• How do I deliver relevant and engaging communications to them without
blasting them a one size fits all email far too often till the point where they
unsubscribe?
When do I rest them and when do I
trigger an interaction?

17. to ‘e’ or
not to ‘e’?
These are all digital and data questions – they
are all CRM questions – the channel decides
if you have an “e” in front of it or not – the
channel is as direct as it always was - and the
same old well learnt questions, disciplines and
solid foundations apply.

18. data in the
digital world
We have spent about 100 years between us
experiencing, learning from our mistakes,
asking the questions and building the plan so
you can be relaxed and safe in the knowledge
that there isn’t a bridge we haven’t crossed or
an issue we haven’t addressed.
.

19. data in the
digital world
Our digital solutions work right back
to a shored up and solid direct solution
– one that asks all the questions at
the beginning and truly future proofs
your business – in short there is a data
strategy sitting behind every good
digital one.

20. Everyday Brilliance.
Bright Blue Day
Quay House
The Quay
Poole BH15 1HA
Tel: +44 (0)1202 669090
Fax: +44 (0)1202 669930
Web: brightblueday.co.uk
Email: psst@brightblueday.co.uk
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