Purple Salix

Marketing Science, Marketing Transformation, Business Impact

Leveraging Your Marketing Data

Pete JakobPurple Salix

email: pete@purplesalix.comWeb: www.purplesalix.comTwitter: @curdridge

Purple Salix

Marketing Science, Marketing Transformation, Business Impact

At last….…let’s talk

Database!

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Marketing Science, Marketing Transformation, Business Impact

• 90% of the worlds data was created in the last 2 years

• 1.8ZB of data created/replicated in 2011– 1,800,000,000,000,000,000,000

Purple Salix

Marketing Science, Marketing Transformation, Business Impact

50%

4

IBM CMO Survey 2011: CMOs say the Explosion of Data is the greatest “game-changer”, and the one with the greatest lack of

preparedness UKI Under preparedness

Percent of CMOs reporting underpreparedness

Data explosion

Social media

Growth of channel and device choices

Shifting consumer demographics

Financial constraints

Decreasing brand loyalty

Emerging market opportunities

ROI accountability

Customer collaboration and influence

Privacy considerations

Regulatory considerations

Source: Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years? n=5 to 59 (n = number of respondents who selected the factor as important)

Global outsourcing

Corporate transparency

87%

70%

80%

69%

40%

67%

41%

53%

72%

60%

59%

78%

43%

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Marketing Science, Marketing Transformation, Business Impact

BuysEngagesVisitsComplainsIgnoresTalks Listens

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Predictive Analytics in Sport

www.wimbledon.com

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Predictive Analysis of social streams…

CDC data

Social Media signal

Coming down with flu or something -.-Coming down with flu or something -.-

2b honest I\'ve felt worse were I can\'t even leave da yard I\'m soo sick! At least dis flu is bearable I\'m just hoping it doesn\'t get worse!2b honest I\'ve felt worse were I can\'t even leave da yard I\'m soo sick! At least dis flu is bearable I\'m just hoping it doesn\'t get worse!

@kailamarinaro yeah, i was throwing up yesterday so i got checked out in the morning. i mean i\'m still sick i just don\'t wanna miss school

@kailamarinaro yeah, i was throwing up yesterday so i got checked out in the morning. i mean i\'m still sick i just don\'t wanna miss school

Also SeeSickweather.com

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Marketing Science, Marketing Transformation, Business Impact

“It’s not about people like me any more, it’s about ME!!”

Purple Salix

Marketing Science, Marketing Transformation, Business Impact

5 Focus Areas to maximise your Data ROI

Capture

Organise

Maintain

Exercise

Augment

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Marketing Science, Marketing Transformation, Business Impact

Capture

• Will this data allow me to better serve my clients– Interests– Influencers– Places

• Align to Business/Marketing Objectives

• Align with Sales• Beware: Buying in Data

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Marketing Science, Marketing Transformation, Business Impact

Organise

• Normalise Fields– Create a data dictionary– Standardise job roles, country,

territories etc

• Forms– Dropdown Menus– Mandatory fields for

segmentation

• Social Sign-on

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Marketing Science, Marketing Transformation, Business Impact

Augment

• Enhance with data from external sources– D&B, Experian, Jigsaw,

etc

• Social data

• Customer Service

• Reseller

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Exercise

• Set the Data Experts free!

• Behavioural Data

• Have rules for Governance– Opt out is for life

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Maintain

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Marketing Science, Marketing Transformation, Business Impact

Maintain

• Audit as part of management system– Completeness & Validity– Demographic/Firmographic data– Segmentation– Interest areas

• Triggers for Audit– Strategy Change– Acquisition– Diminishing Results– Increasing Optouts

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Marketing Science, Marketing Transformation, Business Impact

What’s Your Resolution for 2013?

• It’s NOT about the data

• It IS about the money!

• What is your 2013 Data Resolution

Johnny Cash Todo List (sold for $6400 in 2010)

Purple Salix

Marketing Science, Marketing Transformation, Business Impact

Source: Ad Age Feb 2012

“The only source of competitive advantage is the one that can survive technology-fuelled disruption, an obsession with understanding, delighting, connecting with and serving customers.

In this age, companies that thrive ... are those that tilt their budgets toward customer knowledge and relationships.”

Josh Bernoff, Forrester

Purple Salix

Marketing Science, Marketing Transformation, Business Impact

Thank You!Pete Jakob

email: pete@purplesalix.comWeb: www.purplesalix.comTwitter:@curdridge