The Future of Marketing Analytics

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Marketing Analytics Futures
UTS EMBA Workshop
Photo: Nigel Bairstow

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Company
background
Client Repertoire – Past & Present
Company Background by Michael Ziviani, Precise Value Australia is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ©2018 Precise Value Pty. Ltd.

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Agenda
A. Role of Data & Analytics
B. Foundations
C. Future of Marketing in Data
D. Finding Value
Models of Data-to-Strategy

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Important License Information
Materials herein are provided on a non-exclusive, limited license to use basis according to the
Creative Commons license shown at the base of each slide.
This license allows for redistribution, for non-commercial purposes, as long as this content is
passed along unchanged and in whole, with attribution to Michael Ziviani, Precise Value Australia.
For more information see: https://creativecommons.org/licenses/by-nc-nd/4.0/
Please respect our Intellectual Property rights. If you require a license for commercial use or seek
to modify the content, please contact the author on +61-414-679-360 and we will happily meet
your needs.
MarketingAnalyticsFuturesbyMichaelZiviani,PreciseValueAustraliaislicensedunderaCreativeCommons
Attribution-NonCommercial-NoDerivatives4.0InternationalLicense©2018PreciseValuePty.Ltd.

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STRATEGY
Role
…of Data and Analytics
Prove
Inform Strategy
Focus Effort
Refine
Structure Problems
Find Opportunities
Create Meaning
Who & Why
Where & How much
Master Dynamics
Show Drivers
Deliver Understanding
RolebyMichaelZiviani,PreciseValueAustraliaislicensedunderaCreativeCommons

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A good plan, right resources, top level support
Data underscores most of this as a critical success factor
Tech is important but Information creates the value
Planning
An Organisational Process
PlanningbyMichaelZiviani,PreciseValueAustraliaislicensedunderaCreativeCommons

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Role
Data Value Reference Model
RolebyMichaelZiviani,PreciseValueAustraliaislicensedunderaCreativeCommons

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Bridge between data and organisational value
Define what is value to them
Architect how meaning is captured by data
Analytics
Conduit
AnalyticsbyMichaelZiviani,PreciseValueAustraliaislicensedunderaCreativeCommons

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Values
Attitude Effects
Behavioral Effects
SM
Adv
WOM
POS
CR
Cmmty
Events
PR
Communications
Lifestyle is a behavioural reflection of attitudes
Consumer Behaviour
Model…
ConsumerBehaviourbyMichaelZiviani,PreciseValueAustraliaislicensedunderaCreativeCommons

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Averages Lie
Segment Race to 1

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Research Support
<< Evaluate strategy
Comms Planning
& Objectives
Organisation
Activities
Audience
Exposure
Audience
Effect
Organisation
Results
Organisation Objectives
Reputation / BrandCommunications
Strategy Optimiser
By Michael Ziviani, Precise Value Australia, 2013
StrategyOptimiserbyMichaelZiviani,PreciseValueAustraliaislicensedunderaCreativeCommons

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Good Predictive Analytics need foundations built on a considered data architecture.
A blend of skills is required, including: Marketing strategy, marketing analytics, market
research and statistics, IT infrastructure and, database software. These typically require
assembly across disparate organisational silos.
Data sources are constantly expanding and may be stated, inferred or observed.
Start with small data before moving to big
Classic data rules apply, such as: timeliness, cleanliness, relevance, completeness, definition, opt-in etc.
Our approach is a one stop shop for all these skills to identify and create meaningful
growth opportunities.
Predictive Analytics
Foundations built on a well considered data architecture
PredictiveAnalyticsbyMichaelZiviani,PreciseValueAustraliaislicensedunderaCreativeCommons

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The Smith Family
Predictive Communications
© The Smith Family

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Neural Triggers
Driver Analysis

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Creating value means understanding people and business:
Good information is the basis
Frameworks are essential & we find creating Value Models a very powerful way to
capture that
Results into Strategy - The gold
Value only realised when action is taken
Value
…of Data and Analytics
ValuebyMichaelZiviani,PreciseValueAustraliaislicensedunderaCreativeCommons

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Value Strategy
Cell Focus
Value strategy can be as simple as designating action for customer cells of like-mind or
profile.
Often missing in organisations is an understanding of data assets and their value.
The role of CDO – Chief Data Officer has not yet reached Australia, but it will arrive.
ValueStrategybyMichaelZiviani,PreciseValueAustraliaislicensedunderaCreativeCommons

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Share Price
Driver Analysis
Would it be valuable if your listed organisation knew what portion of its stock price could be
influenced?
Perhaps then interest would turn to understanding the drivers that lift that price and
inversely, the factors that erode it.
That would in turn allow effective strategy to be developed and further refined by
evaluation analytics.
Precise Value analytics have achieved all these outcomes and more with over 90% accuracy.
SharePricebyMichaelZiviani,PreciseValueAustraliaislicensedunderaCreativeCommons

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Understanding Movement
Campus Analysis

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1. To be used, data must be reliable, meaningful, easy to get at
2. Managers need to be data-literate
3. Focus on using data for commercial imperatives
4. Bring customer analysis alongside financial
5. Merging disparate data brings major insights
10 Data Principles
10DataPrinciplesbyMichaelZiviani,PreciseValueAustraliaislicensedunderaCreativeCommons

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6. Exploit the marketing power of structured IT
7. Track softer marketing metrics e.g. engagement, brand
8. Closed feedback loops optimise ROI
9. Get senior management backing & keep interest
10. Carefully project manage & ‘Over-deliver’
10 Data Principles
10DataPrinciplesbyMichaelZiviani,PreciseValueAustraliaislicensedunderaCreativeCommons

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Growth Labs
Mapping Opportunity
GrowthLabsbyMichaelZiviani,PreciseValueAustraliaislicensedunderaCreativeCommons

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