The document examines the evolution of channel marketing in response to the increasing importance of consumer data, highlighting the different types of data-conscious consumers and their preferences for personalization and value exchange. It outlines the need for brands to align their tech, processes, and strategies around customer engagement and emphasizes the role of marketing technology in driving business growth. Recommendations include assessing customer data, enhancing value communication, and optimizing marketing strategies to create a better customer experience.

1. Marketing to Data-Conscious Consumers
How is channel marketing evolving now that the value
of consumer data is more known?

2. Conscious Consumerism
Eco-conscious Socially-conscious Health-conscious

3. “By 2020, there will be as many digital bits as there are stars in the
universe.
The exponential rate of data creation and the universal use of
the internet of things will only make our lives even more intertwined with
the digital universe.”
Source: https://www.emc.com/leadership/digital-universe/2014iview/executive-summary.htm
Data-Conscious Consumers

4. Data-Conscious Consumers
Data Unconcerned Data Pragmatists Data Fundamentalists
Source: https://dma.org.uk/uploads/misc/5a857c4fdf846-data-privacy---what-the-consumer-really-thinks-final_5a857c4fdf799.pdf

5. Attitudes towards data privacy in the UK
50% of the UK
population are Data
Pragmatists
25% are Data
Fundamentalists
25% are Data
Unconcerned
GDPR was the first legal milestone for brands to become more customer-centric, which we should be all
striving for anyway…
Source: https://dma.org.uk/uploads/misc/5a857c4fdf846-data-privacy---what-the-consumer-really-thinks-final_5a857c4fdf799.pdf

6. Sources: Techworld IDG | Econsultancy
Some of 2018’s biggest cyber attacks

7. Marketing to Data-Conscious Consumers
Data Unconcerned Data Pragmatists Data Fundamentalists

8. The Value Exchange
What do consumers find valuable?
• Personalisation
• Real-time relevancy
• Predictive marketing
• Convenience
What data is needed to achieve this?
• Demographic data
• Transactional data
• Preference data
• Click-stream data

9. 1. Personalisation
Demonstrating a Value Exchange

10. Demonstrating a Value Exchange
2. Convenience

11. 3. Hyper relevancy with preference centers
Demonstrating a Value Exchange

12. What is the most valuable data to collect?
Data that allows you to engage in the moment
Data that allows you to build emotional relationships
Data that helps make the experience unique
…and this data is typically found beyond the sign up process

13. Tapping into the emotional side of
purchasing decisions
• Educational content that builds trust
• A personal, long-term conversation
• Access to personal/ preference data that
helps filter products that are best suited
• A reduced ‘consideration stage’ of the
customer lifecycle
Avg. monthly
repeat purchases: 140%
Avg. monthly
growth: 75%
Personalisation benefits: Conversion uplifts from
19% to 205% across sales, membership signups,
and engagement

14. Digital
touch-points
Physical
touch-points
AWARENESS CONSIDERATION ACTION SERVICE LOYALTY
TV
Radio
Print
Outdoor
PR Word
of mouth
Direct mail Store Call center Call center IVR Promotion
on invoice
Online Ads
Viral
email
Digital
billboards Search
Landing
page Blog
3rd
Party
sites Website Mobile IM/Chat Blog Email Newsletter
CMS
Automation
tool
Social tool Ecommerce App CRM
Customer
service
Data
warehouse
Analytics
Personalisation
tool
Fragmented customer experience?
App

15. What are some actions you should take?
Consider assessing all
customer data to identify
engagement levels e.g. who
are your Pragmatists,
Unconcerned or
Fundamentalists?
Look at aligning your people,
processes & technology to
deliver successful value
exchanges for a healthier
customer base
Think about your company’s
value exchange – what are
you offering & is it being
communicated &
demonstrated effectively?

16. Who is Celerity?

17. We have two views of reality to this Data & MarTech enabled world
Existing view
of reality
The set of assumptions, concepts, values and practices that constitute
a way of viewing reality for the community that shares them
New, emerging
view of reality
#1
‘evolution is inevitable; change is painful when not managed’
#2

18. TRACK # 1
Optimising the existing reality
GETTING MORE OUT
OF WHAT WE HAVE
MarTech: Improve
Data: Improve
People (owners & stakeholders):
Re-orientate
Process: Re-engineer
MAKING A STEP CHANGE
MarTech: Change
Data: Change
People (owners & stakeholders):
Change
Process: Change
2%-10%
Performance change
MODULAR
APPROACH
IDENTIFY
RECOMMENDIMPROVE
ACTIVATE
10%-30%
Performance change
TRACK # 2
Seize the new emerging reality

19. DATA & ANALYTICS
Unlocking your business potential
• Business & Data Strategy
• UX Analytics
• Customer Analytics
• Data Science & Engineering
• Single Customer View
• Data Governance & GDPR
• Data Visualisation
• Reporting & Dashboards
ENGINEERING
Enabling you through marketing
technology
• Adobe Experience Cloud
• Salesforce CRM Cloud
• Tealium Universal Data Hub
• Tableau
• Cloud Hosting
• Technical Consulting
• Vendor evaluation & selection
INTEGRATED
MARKETING
Delivering memorable experiences to
your customers
• Campaign Design & Creative
• Content Production
• HTML Development
• Cross-channel marketing activation
• Campaign Execution
• Marketing Automation
• Deliverability
• Training & Enablement
• Campaign Optimisation
Accelerated Business Growth Marketing Services

20. 300%
increased incremental revenue
75%
time and cost savings
due to accelerated
implementation
approach
30%
increased sales
from insight-driven
campaigns
Developing
a customer
engagement platform.
Delivering a global
rollout of
Adobe campaign.
Providing a strategic
end to end campaign
management.
How we have Accelerated Business Growth

21. Our “plug and play” Accelerator Business Cells are multidimensional
and can expand or shrink depending on the clients business problems.
PROJECT
MANAGEMENT
CLIENT
CREATIVEENGINEERING
SALESFORCE
DATA
CLIENT
ENGAGEMENT
INTEGRATED
STUDIO
TEALIUM
ADOBE
CRM
STRATEGY
PARTNER
DESIGN
UX
Our connected eco-system

22. Some of the brands we work with