This document summarizes a seminar on leveraging data insights to grow brands in the digital era. It discusses how consumers now generate vast amounts of data but many marketers fail to use this data effectively. While digital technologies create opportunities, they also leave many marketers uncomfortable and unsure how to adapt. The key is aligning marketing efforts with consumer needs, behaviors, and touchpoints across online and offline channels. With the right data framework and analytics, marketers can better understand customers and engage them with relevant messages at the right time. This level of personalized, real-time marketing can improve customer retention and lifetime value, driving greater business results and return on investment.

1. WELCOME TO OUR SEMINAR ON
BIG DATA, LITTLE INSIGHT ?

2. “ALWAYS ON”
CONSUMERS GENERATE POWERFUL
DATA, BUT DO WE AS MARKETERS USE IT TO
CREATE THE INSIGHTS, STRATEGIES - AND
LEVERAGE THE MOST APPROPRIATE
TOOLS – THAT WILL GROW OUR BRANDS?
THOMAS OOSTHUIZEN
GLOBAL CONSULTING DIRECTOR
15 OCTOBER 2014

3. THE DIGITAL ERA LEAVES US ALL
WITH A LEVEL OF DISCOMFORT
- What is digital?
- How – and why - is it relevant to my business?
- What works?
- How much of the budget should be spent on digital?
- Why do so many global multinationals wax and wane regarding social media usage?
- Is digital a high-level business issue - or is it a tactical marketing issue?
- Will very good data frameworks and analytics drive greater results in my marketing?
- How does the new digital landscape impact my marketing department?
- How do we measure real business results (ROMI), not just impressions like Facebook “likes”?

4. MARKETING IN A DIGITAL WORLD IS
WHEN WE ALIGN OUR BRANDS WITH THE
NEEDS, DIALOGUE AND BEHAVIOURS OF
OUR CUSTOMERS, TO BECOME ONE
SEAMLESS PROCESS WHERE WE CREATE
VALUE IN OUR CUSTOMER
RELATIONSHIPS & IN OUR BRANDS AND
COMPANIES.

5. “OUR COMPANY IS IN THE
ANALOG AGE, YET OUR
CONSUMERS HAVE MOVED INTO
THE DIGITAL AGE.”
QUOTE, SENIOR BRAND MANAGER IN A LARGE GLOBAL MULTINATIONAL COMPANY

6. YET, THE NEW ERA IS THE GREATEST POTENTIAL
OPPORTUNITY WE HAVE EVER HAD!
DEEP INSIGHT EMPOWERS RESULTS-DRIVEN MARKETING.
RESULTS-DRIVEN MARKETING EMPOWERS GREATER
EFFICIENCIES IN BUSINESS.
The job of marketing is to “keep”, “grow” and “get
customers. Digital marketing is the best tool we have
ever had, it takes us back to the origins of marketing.

7. THE DEMOCRATISED CONSUMER IS
PROBABLY THE BIGGEST CHALLENGE THAT
HAS EVER FACED BRANDS: ADD TO THIS THE
COMPLEX NEW MARKET UNIVERSE.

8. “CONSUMERS HAVE REALISED THEY CAN BE AT
THE CENTRE OF THEIR OWN WORLD.”
CHIEF DIGITAL OFFICER CLUB
2014

9. MCKINSEY CONDUCTED A SURVEY OF 418
SENIOR EXECUTIVES ACROSS THE AMERICAS,
EUROPE AND ASIA, MAY-JUNE 2013,
49% OF COMPANIES WHO CHAMPION THE USE
OF CUSTOMER ANALYTICS ARE LIKELY TO HAVE
PROFIT WELL ABOVE THEIR COMPETITORS.

10. COMPANIES THAT USE ANALYTICS WELL
OUTPERFORM THOSE THAT DON’T:
60
50
40
30
20
10
0
PROFIT SALES SALES GROWTH ROI
EXTENSIVE USE NO EXTENSIVE USE

11. ANALYTICS DRIVE
PERFORMANCE & SALES
90
80
70
60
50
40
30
20
10
0
CUSTOMERS
ACQUIRED
CUSTOMERS
RETAINED
CUSTOMER
SATISFACTION
SALES TO EXISTING
CUSTOMERS
CUSTOMER
PROFITABILITY

12. FURTHERMORE, INCREASING THE “LIFETIME VALUE” OF CONSUMERS
INCREASES THE STOCK PRICE OF COMPANIES.
THIS IS TOTALLY DEPENDENT UPON DATA INSIGHTS & TRACKING
From MIT Sloan Management Review, Kumar & Shah, June 2011:
“…using a consumer lifetime value metric (to micro target segments) to
allocate the marketing budget and differentiate the marketing strategy helped
both companies maximise their return on their marketing spending…”
“the two companies saw their stock prices increase by 33% and 58% - …
substantively above their three top competitors…”
“the current business environment drives marketing to be more of a science
than an art…”

13. “SO HOW?”
WE ALL TODAY LEAVE DIGITAL
“FOOTPRINTS” IN OUR DAILY LIVES…
THIS CAN BE LEVERAGED BY MARKETERS
BY FITTING THEIR BRANDS INTO THE
NATURAL ACTIVITIES OF CONSUMERS

14. AS CONSUMERS, WE LIVE THROUGH
THE MOMENTS OF OUR DAY
- We do. We talk. We ask. We cry. We laugh
- We interface with brands
- We make observations
- We get an education
- We are entertained
- We search for information of a myriad of kinds and a myriad of reasons
- We read real newspapers and magazines
- We listen to music, on whatever device we choose
- We watch television and listen to the radio
- We receive post
- We buy things
- We browse around in stores

15. CONNECTING CONSUMER
BEHAVIOUR & BRAND TOUCH POINTS
CONSUMER
BUYING
BEHAVIOR
BRAND
TOUCH
POINTS
Where consumers and the brand connects,
online & offline, usual & unusual places

16. GOOD DATA = GOOD MARKETING: WE NEED TO
UNDERSTAND & CONNECT CONSUMER DATA TO
ENABLE THE BRAND BEING THERE ON-TIME, ON
SPEC
CONSUMER
BUYING
BEHAVIOR
BRAND
TOUCH
POINTS
From becoming
aware of a need to
buying a brand
Knowing where the brand is
interfacing with consumers & can
interface with consumers

17. THE BRAND NEEDS A PRESENCE WHEREVER
IT MATTERS IN THE LIFE OF THE
CONSUMER: THE GREATER THE NUMBER OF
CONNECTIONS, THE BETTER
CONSUMER
BUYING
BEHAVIOR
BRAND
TOUCH
POINTS
What we know about IMC as well as data
tracking behaviour online, there is strong
incremental benefit in being at all touch points
Using own device for assistance to
check price: 59%; sales associate: 17%*
incremental conversion to sales: using mobile
only before purchase: +20%; using mobile
before and after: + 40%.*
*DELOITTE
2014

18. THIS ALSO MEANS THAT THE LEVEL OF
CUSTOMER ENGAGEMENT INCREASES ALL THE
TIME
CONSUMER
BUYING
BEHAVIOR
BRAND
TOUCH
POINTS
Level of engagement is
exponential, meaning that
marketing becomes more effective
We focus on the right messages which
means that marketing becomes more
efficient with less wastage

19. THIS MEANS THE BRAND STAYS CLOSE TO
ITS CUSTOMERS AND CAN INNOVATE
BETTER AND MORE OFTEN
CONSUMER
BUYING
BEHAVIOR
BRAND
TOUCH
POINTS
Better insights into customer
behaviour means the brand value
proposition improves all the time
Better ongoing insights into consumer:
brand touch points, means marketing
becomes more innovative

20. ULTIMATELY, OUR MARKETING
PRODUCES BETTER ROI
CONSUMER
BUYING
BEHAVIOR
BRAND
TOUCH
POINTS
Knowing what to measure. Learning what
works and what does not. Knowing where
to focus marketing spend

21. COMMUNICATING WITH THE CONSUMER WITH
THE RIGHT MESSAGE, THE RIGHT PRODUCT OR
SERVICE, THE RIGHT TONALITY, AT THE RIGHT TIME,
IN THE RIGHT PLACE.
THE
CONSUMER’S
LIFE
THE
BRAND TOUCH
POINTS

22. HOW CONTENT CONNECTS
WITH STRUCTURE
5. MULTIPLIER EFFECT:
LEVERAGING MULTIPLE CONNECTIONS ACROSS CHANNELS
4. CONTENT & CREATIVITY:
IDEA UNIQUENESS
3. SYSTEMS/ APPLICATIONS/ TOOLS
2. DATA ANALYTICS & INSIGHTS
1. DATA STRUCTURE & STRATEGIC FRAMEWORK
Awareness
Perceptions
Positioning/
Tonality
Trial
Usage
Loyalty
Advocacy
Infrastructural &
analytical
development that
enables real-time
consumer
engagement &
customisation
CMO
CIO

23. SO WHAT DO I DO
ABOUT THIS TODAY?
Digital technology is part of the business strategy. Digital marketing requires the
alignment of all executives. It is not the job of the CIO or the CMO alone. It impacts
the business as a whole.
Digital technology connects marketing objectives, with customers and brand touch
points.
The foundation of any good marketing strategy is a sound data framework.
• Any brand is after all about customers. The value of our brand to them and what they will pay
for it. Now the consumer can demand to be at the centre of our company.
• To do that, we need to align their needs with our brand, online and offline.
• It is now about real-time marketing, or working towards it. When consumers have a need, we
need to understand it and be there with the right offer.
• This will take time, but we need a plan to get there.
Digital transformation needs to connect marketing with the operational systems of
the business, i.e. Customer Service, the Call Centre.

24. DO TODAY:
Do not divorce B2B and B2C: it is about how the different brand touch points are
managed, interfaces and integrates. They are all part of one seamless process the
consumer is exposed to. He or she does not see it as separate things, touch points
either build the brand or they don’t.
All engagement must create a seamless brand experience for the consumer, one that
will build value for the consumer and for the brand.
Work within the data and planning framework. If not, activities will be anecdotal and
your executive team will lose confidence in the process.
As every touch point can now be managed and monitored, we can track performance
and ROMI like never before.
For companies, it will eliminate wastage and make marketing investment more
results-driven. It will make your marketing more efficient and effective.

25. THANK YOU!

26. INTRODUCTIONS
• NAME
• COMPANY/ROLE
• WHAT IS YOUR ORGANIZATION’S
BIGGEST CHALLENGE WITH DATA?

27. THANK YOU FOR YOUR TIME TODAY,
PLEASE JOIN US FOR DRINKS