The document emphasizes the importance of leveraging data to enhance marketing strategies, focusing on customer transactions, interactions, and characteristics to optimize business outcomes. It discusses the need for targeted marketing initiatives that maximize profits and improve customer engagement through data-driven approaches. The key takeaway is to create a culture of testing and learning to refine strategies and ensure effective communication with distinct customer segments.

1. Why invest in marketers
who can maximise
the use of data ^?
Including ^
a) Transactions - recency, frequency, category, value
b) Interactions - website, call centre, social, history overtime
c) Distinctions - customer characteristics & observed behaviour
All businesses rely on data… are you maximising it?

2. Key data pillars
80/20 Rule Need vs. Differentiation Business Challenge
Prospects
Enquiries
New Customers
x
Product Holdings
Lapsing 1 2 3
What volume of customers What budget / resources / bespoke initiatives / Where should strategy focus
account for 80% of profits? web optimisation is allocated to distinct customers? this month, 6months, year?
Targeting Right; People, Message, Channel, Time
Ensure the data you collect
moves you along the data
sophistication timeline…
for increased profit!
Low High
How relevant data + data tools
(acquisition models/ scorecards/ segmentation)
How useful and accurate is the builds more effective business overtime
data you hold / collect / buy in?
© Tim Feltham, Data Strategist All businesses rely on data… are you maximising it?

3. Data foundations that get you closer to customers
Data Collection Profiling
From available touchpoints what can Who are my customers and
we ask / learn from customers? how do they behave?
Thousands
- 1,000 2,000 3,000 4,000
Platinium
Gold
Vol
Silver
What mechanics generate names/useful data? Bronze
Lapsed
Time
Promos/Prize Draws ¦ Free Guide To… ¦ Register Nil
(0)
Low
(1-4)
Med
(5-9)
High
(10+)
Help Us Help You ¦ eNewsletter ¦ Mini Surveys Customer Splits ¦ Geography ¦ Attrition Levels ¦ Household Composition
The Customer Journey
Plot marketing opportunities throughout
the customer journey using available data
Create a test & learn culture to optimise
channel, frequency & message
Ensure any trigger based messages are
utilised to sell / collect core data
© Tim Feltham, Data Strategist All businesses rely on data… are you maximising it?

4. How it all comes together
Data Driven Marketing Customer Database
Build data tools
Apply most discriminating
analysis / statistical technique
2 Engage, Learn, Refine, Rollout to
Add colour through market 1 5 strengthen & lengthen
research “The Why” I buy. 6 relationship overtime for
3 increased profitability.
4
Create tailored strategies Develop & Test Propositions Track & measure
to meaningful segments to Distinct Groups (Success Measures / Return
on Investment performance /
Lifetime Value Projection)
Targeted & Relevant
Interactions / Communications
Online & Offline
If I only have 100k high value customers
why do I need so much budget for mass
market ATL?
© Tim Feltham, Data Strategist All businesses rely on data… are you maximising it?