The consumer society of 2013 enables commercial opportunities that were previously not possible but it also brings massive challenges. How should all of these digitally recorded actions, movements and behaviours be interpreted and used to help us engage with consumers and promote our offerings? What customer journeys are being enacted offline, online and on premise?
Marketing data should reflect the buyer decision process and therefore what people are doing, feeling and thinking. What needs are being satisfied? What preferences, interests and influences come into play? How relevant is context and place?
Organizational Structure Running A Successful Business
Todays consumer behaviour demands a new data model
1. Briefing Paper
Briefing Paper By Paul Kennedy, Head of Consulting at Callcredit
Today’s consumer behaviour
demands a new data model
2. // Briefing Paper// 01 // www.callcredit.co.uk
Paul Kennedy is Head of Consulting within the
Marketing Division of Callcredit, focusing on
the use of data and digital media to impact
client marketing programmes. During his 17
years in the industry, Paul has undertaken a
wide range of insight based projects across
consumer sectors specialising in the custom
development of solutions to address business
issues. He acts as a bridge between data and
digital domains and leads Callcredit’s thinking
across emerging techniques, technologies and
engagement channels.
Ideas
Vision
SuccessDevelopment
Pragmatic
4. By Paul Kennedy, Head of Consulting
at Callcredit
The consumer society of 2013 enables
commercial opportunities that were
previously not possible but it also brings
massive challenges. How should all of
these digitally recorded actions,
movements and behaviours be interpreted
and used to help us engage with
consumers and promote our offerings?
What customer journeys are being
enacted offline, online and on premise?
Big Data?
Every day, vast amounts of data are
generated as we search for and buy the
things we need from our chosen brands.
Whilst it’s fantastic to have access to
all of the ‘digital exhaust’ coming off the
back of those activities, many marketers
are now drowning. In fact, 2.5 quintillion
bytes of data1
are generated every day.
Every minute of every day, Google gets
over 2 million queries, Facebook users
share 684 million pieces of content,
brands receive 34k likes, about 50k apps
are downloaded on iTunes and email users
send over 200m messages. Now multiply
those numbers by 1,440 to see what’s
generated in a day. Imagine how much will
have been collected in a year’s time!
Big data is not just about
size but more the awkward
nature of it
Today’s consumer behaviour
demands a new data model
// Briefing Paper// 03 // www.callcredit.co.uk
1
source: http://www-01.ibm.com/software/
data/bigdata/
6. // Briefing Paper// 05 // www.callcredit.co.uk
“44% of consumers always
research purchases online
before actually buying
in-store, while a further
52% sometimes check online
before buying in-store.”
8. // White Paper// 07 // www.callcredit.co.uk
2013 will be the year when more companies
actually work out what more complex
customer journeys mean for their particular
business and aspirations for becoming truly
‘omnichannel’. But there is still plenty of
room for improvement as anyone
who’s been the subject of an aggressive
retargeting campaign knows. At the heart
of this is a well thought out contact strategy
supported by a data model which is right for
your business.
// Briefing Paper// 07 // www.callcredit.co.uk
CUSTOMER
CLAIMED -
INTENTIONS,
PRODUCT USE,
VISITS, LIKES
EXTERNAL
INTERNAL
Known
Modelled
Source: Callcredit analysis
Known and modelled data types across internal and external domains
and customer claimed data
Credit, risk and fraud
Insurance
Renewal dates
Home move triggers
Switcher triggers
Social likes
Check ins
Store wifi logon
Date of birth
Logged in web visits
Email clicks/opens
Purchases
Contact history
Predicted value
Life time value
Modelled
behaviour
Lifestyle
Demographic
House
characteristics
Attitudes and
personality
Post code
Local attributes
11. // Briefing Paper // www.callcredit.co.uk
“High performing marketing
programmes are based on
an understanding of the
role of each data type and
how they work together.”
12. // www.callcredit.co.uk // Briefing Paper // 10
DEMOGRAP
LOCATIONS
WEBSITE
VISITS
EMAIL
SOCIAL
DIGITAL
ENGAGEMENT
SALES
TRANSACTIONS
CONS
Age
Pages
visit
Tone of
voice
3G
Social
WiFi
Categories Monetary
RFV
Share of
wallet
Topics of
conversation
Influence
Items
clicked on
Incomplete
journeys
Goals
achieved
Opens
Clicks
Referrals
Affluence
Household
type
Customer
entered
data
Brands and
categories
Journeys
completed
13. // www.callcredit.co.uk // Briefing Paper // 11
Key to Diagram
Modelled data
solid line links example data types
dotted line indicates likely links
between data types
Known data
size of circle
proportionate to
typical amount of
data in scope
PHIC CHANNELS
CURRENT
NEEDS
ATTITUDES
PERSONALITY
CREDIT,
RISK,
FRAUD
UK
SUMERS
Postal
Mobile
Device
Insurance
Credit
rating
Long term
goals
Personality
traits
Brand
affinities Tastes and
preferences
Interests
Affordability
Over
indebtedness
Risk
Fraud
Financial
preferences
Technology
usage
Motivations
Lifestyle
Property
characteristics
Energy
Telecoms
Switching
Lending
Purchase
intent
Home
move
Email