Marketing & Big Data - Are you future proofed?
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This document discusses how big data and marketing are increasingly intertwined. It uses the example of a man shopping for a new minivan to illustrate how customers leave behind a "big footprint" of data across different channels like websites, mobile, social media, and emails. This data is typically siloed and difficult for companies to integrate to develop a unified view of individual customers. The document then discusses how InterContinental Hotels Group addressed this issue through an integrated marketing system from Unica and StrongMail that allowed highly personalized, real-time offers leading to increased engagement and revenue. It concludes with best practices around choosing flexible infrastructure, advanced analytics, and tools to adapt to new data sources and interactions.
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Marketing & Big Data - Are you future proofed?
- 1. MARKETING & BIG DATA ARE YOU FUTURE PROOFED? SHAWN MYERS VP MARKETING, STRONGMAIL
- 2. “We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run.” - Roy Amara (1925-2007) Proprietary and Confidential
- 3. DATA IS BORING! Let’s start with a story… Proprietary and Confidential
- 4. The day, the minivan died… Old “Reliable” So what do we get to replace it? Proprietary and Confidential | 4
- 5. Unexpectedly thrust into a purchase decision Cup holder Count Refrigerated Console Sliding vs Regular Doors Navigation V8 vs V6 AWD vs FWD Sync Self-Parking Moonroof Roof Rack Towing Capability Bluetooth Three Rows of Seats AWD DVD Sunroof Tow Package Leather Satellite Radio Low Step In Height Radar Cruise Control Alloy Wheels Heated and Cooled Seats Proprietary and Confidential | 5
- 6. I DON’T HAVE TIME FOR THIS! Proprietary and Confidential
- 7. Quick! To the Interwebs! Proprietary and Confidential | 7
- 8. Visit The Ford Web Site Proprietary and Confidential | 8
- 9. The Mobile Experience Proprietary and Confidential | 9
- 10. Let’s see what our social network has to say… Proprietary and Confidential | 10
- 11. How else can Facebook weigh in? Proprietary and Confidential | 11
- 12. Badges? Do I need stinking badges? I guess so Proprietary and Confidential | 12
- 13. Sure. I’ll connect with you Proprietary and Confidential | 13
- 14. Search the Twitterverse Proprietary and Confidential | 14
- 15. We Tweet: @FordService finds us! Proprietary and Confidential | 15
- 16. Stopped by the store Proprietary and Confidential | 16
- 17. And got their emails Proprietary and Confidential | 17
- 18. I’m channel ignorant. BUT I LEAVE BIG FOOTPRINT. Proprietary and Confidential
- 19. Web My Marketing Footprint • What model did I search for? This is what we mean • What features did I select when I by “Big Data” built one? • What color am I interested in? Data Across Time Mobile and Channel, • Where was I when I was looking? Implicit and Explicit • When am I searching for more Preferences information? • How far would I go to test drive? Problem: the data is Social typically siloed • Who is influencing my decision? • How do I self identify? Proprietary and Confidential
- 20. How big is “Big Data”? Proprietary and Confidential | 20
- 21. So what’s the solution? The right choice of infrastructure The right choice of analytics The right choice of execution tools Proprietary and Confidential
- 22. What Stands in your way? Siloed channels and business processes Expensive and limited storage capacity System performance limitations Cross-channel attribution conundrum Data models which are inflexible Lack of integrated infrastructure and tools Disparate data which is difficult to centralize Lack of talent or time to tackle the issues Proprietary and Confidential
- 23. There is Hope! Proprietary and Confidential | 23
- 24. InterContinental Hotels Group (IHG) Over 4,400 hotels across 100 countries Proprietary and Confidential | 24
- 25. InterContinental Hotels Group (IHG) And over 180 million guest stays per year Proprietary and Confidential | 25
- 26. InterContinental Hotels Group (IHG) Which makes managing a single customer extremely complicated Understanding a single customer extremely complicated
- 27. IHG’s main problems: Aging Infrastructure Narrowly Defined Audiences Fragmented Infrastructure and Disconnected Communications Manual vs. Automated processes Proprietary and Confidential
- 28. The Solution • Make the data accessible »Integrated multi-channel campaign management system (Unica) with StrongMail. • Make the data actionable »Real-time, personalized offers to customers based on behavioral and pre-defined business rules. Proprietary and Confidential | 28
- 29. The Results • Consolidated email templates down to one with over 37,000 variations • Subscriber engagement “through the roof” – 7X increase in CTR • Email channel revenue up 16% Proprietary and Confidential | 29
- 30. Best practices… Right Infrastructure • Flexible and extensible – retain more data • Shared nothing architectures Right Analytics • Target on deep profiles and real-time behavior • Use advanced algorithms to understand your audience Right Tools • Advanced Dashboards and Reporting • Drag and drop cross channel interaction design Proprietary and Confidential
- 31. Quick Wins… Start with the easy data • Integrate web analytics and email behavior • Use dynamic targeting to personalize Strategize about lifecycle value creation • Back in stock or special offer alerts • Cart abandonment triggers Get more advanced over time • Prioritize channel data integration • Test and then test again Proprietary and Confidential
- 32. Take Aways… Customers don’t see channels The volume of data is staggering Make technology choices which can: • Adapt to new data and touch points • Record ever increasing time horizons • Store exponentially growing data • React and interact in real-time Proprietary and Confidential
- 33. THANK YOU Shawn Myers Vice President, Marketing @ShawnDMyers @strongmail smyers@strongmail.com Proprietary and Confidential
Editor's Notes
- Roy Amara was a researcher, scientist and past president of the Institute for the Future. In 1970, he left SRI to become president of Institute for the Future, a not-for-profit research group that helps companies, governments, foundations, and other institutions think about the long-term future.
- Choices Ididn’t even know were possible
- Hours spent understanding the options and building various choices
- Lots of time spent looking at local area inventory while out and about -- prompted a drive to San Jose to test drive
- Seems OK, popular on FB and no one has given me a reason not to look at this…
- Building relationship in a fun wayOpen me up to connecting at a deeper level
- Note the info they are getting through this.
- They know us! Helping us towards a decision while marketing to us in a beneficial manner.
- 1.8 ZB created and replicated in 2011 trending up to 7.9 ZB in 2015
- StrongMail replaced the two email service providers it had been using: Epsilon for Marketing Email and Silverpop for Transactional Email.Key benefits:Tight integration with Unica technologies enables a best of breed approach to multi-channel and email campaign management and execution.Customers get the appropriate messages/offers in as close to real-time. Reduced email assembly time from three weeks to days for creation and deployment of a targeted, dynamic email to template-driven messages. Automated pre-stay and post-stay meassages “IHG has the ability to send prestay and poststay messages in real-time and have them automated in such a way that they are self-assembled—you don’t need the human element to get them out to the guests.” StrongMail enabled IHG to roll out prestay messages: Three or four days before a customer is due to check in, his hotel will send an email that not only confirms the reservation but also includes a local map, information about what’s going on nearby, links to restaurants, and value-added promotions. “Hotels can load in their own individual offers,” Barrett says. These can range from a free drink at the hotel bar to discounts on local attractions. IHG follows the same principle with its poststay emails. In addition to including a link to an online feedback form, these follow-up messages include personalized offers based on the guest’s previous transactions. Personalizing the transactional messages in this way allows IHG to establish “a richer dialogue,” says Barrett, “which in the end gives a greater response.”
- StrongMail replaced the two email service providers it had been using: Epsilon for Marketing Email and Silverpop for Transactional Email.Key benefits:Tight integration with Unica technologies enables a best of breed approach to multi-channel and email campaign management and execution.Customers get the appropriate messages/offers in as close to real-time. Reduced email assembly time from three weeks to days for creation and deployment of a targeted, dynamic email to template-driven messages. Automated pre-stay and post-stay meassages “IHG has the ability to send prestay and poststay messages in real-time and have them automated in such a way that they are self-assembled—you don’t need the human element to get them out to the guests.” StrongMail enabled IHG to roll out prestay messages: Three or four days before a customer is due to check in, his hotel will send an email that not only confirms the reservation but also includes a local map, information about what’s going on nearby, links to restaurants, and value-added promotions. “Hotels can load in their own individual offers,” Barrett says. These can range from a free drink at the hotel bar to discounts on local attractions. IHG follows the same principle with its poststay emails. In addition to including a link to an online feedback form, these follow-up messages include personalized offers based on the guest’s previous transactions. Personalizing the transactional messages in this way allows IHG to establish “a richer dialogue,” says Barrett, “which in the end gives a greater response.”