How To Talk To Your Marketers About Data
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This deck was given to the RVA Data Hackers group in an attempt to ease the language divide between left-brained data folks and right-brained marketers.
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How To Talk To Your Marketers About Data
- 1. SOMETHING SOMETHING MARKETING SOMETHING DATA A Story in Five Parts
- 2. WHO AM I? Current: Content Strategist, Recurve Previous: Producer Journalist Soldier Bradley Robb @knownhuma n
- 3. WHY ARE WE HERE? Is there anything worse than a marketer with a new trend they don’t understand? Web2.0, AJAX, Ruby-on-Rails, Responsive Design - marketers tend to grab onto a trend, demand results and then decry it a sham when magic isn’t immediate. And Big Data is the latest in that long line of advances turned into a buzz word. But it doesn’t have to be. Join us this evening when we look at how data, big, small, and in between, is being used to make marketing more objective and less subjective.
- 4. WHY ARE WE HERE? How can we use data to make marketing more objective?
- 5. WHY ARE WE HERE? How to talk to your kids marketers about drugs data
- 6. A BRIEF HISTORY OF MARKETING Part 1
- 8. Age 24
- 11. WANAMAKER CREDITS • Price Tags • Return Policies • Copyrighted Ad Flyers • Livable Wages • Direct Rural Mail Delivery
- 13. WANAMAKER’S DILEMMA "Half the money I spend on advertising is wasted; the trouble is I don't know which half."
- 14. THE CHANNEL EXPLOSION 1850 - Today
- 15. PRINT
- 16. BILLBOARDS 1867
- 17. DIRECT MAIL 1872
- 18. RADIO Aug 28, 1922
- 19. TELEVISION July 1, 1941
- 20. TELEPHONE 1950s
- 21. THE BIG FIVE Print Display Direct Radio Television 1965 Industry Value Approx $16.5B Adjusted $123B
- 23. EMAIL 1978 DISPLAY 1993 SEARCH 1998 SOCIAL 2004 LOCATION 2013
- 24. AND WANAMAKER?
- 25. LESSON Measuring proven success has never been easy. That’s not new.
- 26. HYPE CYCLE
- 27. FIRST MOVER ADVANTAGE He who moves first, moves best
- 28. CTR 1994: 78% 2014: 0.05% In 20 short years, banner ads became 99.94% less effective
- 29. HYPE CYCLE WITH ABANDONMENT
- 30. LESSON The demand for constant success has left marketers continually shifting.
- 31. MEET JASON FALLS
- 32. ON RESULTS-DRIVEN MARKETING “It may be the death knell for public relations, social media, brand advertising and more.” http://bit.ly/1eImzxX
- 33. “I’m afraid for public relations. Here’s why.”
- 34. I’m afraid for public relations. Here’s why.
- 36. WHO HAS TIME TO OPTIMIZE?
- 37. HOW TO TALK TO YOUR MARKETERS ABOUT DATA Part 2
- 39. HTML/CSS/Javascript + Photoshop + Ruby on Rails + Obj C + Full Server Stack = “WEB GUY”?
- 41. MARKETIN G = Advertising + Branding + Content + Communications + Customer Service + Media + Public Relations + Social
- 42. BRANDING AND BRAND MANAGEMENT ARE AS RELATED AS JAVA AND JAVASCRIPT
- 43. “MARKETER ”? Advertising + Branding + Content + Communications + Customer Service + Media + Public Relations + Social =
- 45. LESSON Understand what your marketer actually does
- 47. TRIALS AND TRIBULATIONS Fuzzy Concepts Entrenched Dogma Required Novelty Fickle Bosses, Clients, Customers Aggressive Deadlines Shrinking Budgets Unclear definition of success
- 48. ACTOR-OBSERVER BIAS tendency to attribute one's own actions to external causes, while attributing other people's behaviors to internal causes.
- 49. LESSON The things that make your job suck also apply to marketers
- 52. BENEFITS Stop the hype cycle Simply complex things Track success Get predictive Reduce stress Sleep better. Fitter. Happier.
- 53. LESSON Market to your marketers by talking benefits, not features
- 56. HOW WRITERS MATURE First we copy Then we imitate Then we create
- 58. VOICE IS A WRITER’S IDENTITY
- 59. AN ORGANIZATION’S IDENTITY IS CALLED THEIR BRAND
- 60. ASK MARKETERS TO DEFINE BRAND “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” -Seth Godin
- 61. ASK MARKETERS TO DEFINE BRAND expectations memories stories relationships
- 62. ASK MARKETERS TO DEFINE BRAND "A Brand is not a product or a promise or a feeling. It's the sum of all the experiences you have with a company." -Amir Kassaei
- 63. ASK MARKETERS TO DEFINE BRAND not a product not a promise not a feeling sum of all experiences
- 65. BRAND STATEMENT “[Our Company] revolutionizes how the world engages with ideas and information.”
- 66. Q: IF BRAND DOESN’T HAVE AN AGREED DEFINITION, HOW CAN WE BUILD ONE?
- 67. A: CREATE A DEFINITION WE CAN AGREE ON
- 68. Meet the Construct construct - n - [ˈkɒnstrʌkt] - 1. something formulated or built systematically 2. a complex idea resulting from a synthesis of simpler ideas
- 70. TREAT MARKETING CONCEPTS LIKE THE WEATHER
- 72. CREATING A CONSTRUCT 1. Find an observable, valid proximate act 1. Determine a standard 1. Measure and record 4. Iterate as needed
- 74. LESSON Clarify fuzzy concepts by creating measurable constructs
- 77. OGILVY ON SELLING OVENS "The more prospects you talk to, the more sales you expose yourself to, the more orders you will get. But never mistake quantity of calls for quality of salesmanship."
- 78. PERSUASION/COMPLIANCE PRINCIPLES 1. Reciprocity 2. Commitment and Consistency 3. Social Proof 4. Authority 5. Liking 6. Scarcity
- 79. MOST MARKETERS DEAL IN AGGREGATE DATA
- 80. TALK TO A PERSON, MARKET TO A GROUP
- 81. PERSUASION ON INDIVIDUALS “⅓ of the people was less likely to buy a product when it was pitched with an authority strategy,” Dr. Maurits Kaptein
- 82. MEET THE PERSUASION API
- 84. CLOSING THE LOOP “one of the most interesting and actionable approaches to customer segmentation I have seen” -Rory Sutherland, Ogilvy Group UK
- 85. EACH USER GETS A PROFILE Capture actions and third party data to turn each visitor into a profile.
- 86. CREATE RULES Marketing with If/Then Statements based on the preferences each profile
- 87. TALK TO A PERSON, MARKET TO A PERSON
- 88. PERSONALIZE EVERYTHING “Congrats on the Heat win!”
- 89. LESSON Help marketers leverage data to make all messages personal and automated
- 91. CREATING A MARKETING CAMPAIGN IS LIKE BUYING A HOUSE
- 92. PRE CAMPAIGN WORK Strategy Research Surveys Focus Groups Testing
- 93. AVERAGE CAMPAIGN LENGTHS “Short” Campaigns - 90 Days SEO + Social Campaigns - 6 Months National Advertising Campaign - 17 Months
- 94. ADD WANAMAKER’S DILEMMA AND THAT’S A HECKUVA LONG FEEDBACK LOOP
- 95. BORROW LIBERALLY FROM LEAN Create a hypothesis Prototype rapidly Test and Iterate
- 97. LESSON Give marketers access to data in real time to shorten feedback loops
- 98. QUESTIONS?