All rights reserved © Starcount 2015 Understanding customers … from Social Class to Social Media...

All rights reserved Starcount 2015 Data is only interesting if you can tell stories that move people and businesses to change the way they engage and respond. If you dont understand motivations and behaviours you (and your brand) can't be relevant. Most Customer Insight teams today are just glorified management information teams if you look at the data long and hard you can always find a good news story somewhere.

All rights reserved Starcount 2015 A brief timeline of customer insights 1955 1985 1965 1975 2015 1995 2005 Social Class AB C1 C2 DE You are the job you do Geodemo- graphics ACORN MOSAIC You are where You live Lifestyles Lists NDL Guarantee Cards You are what you say Customer Data TESCO Amex Visa Amazon You are what you buy Big Data Social Media Digital Media Mobile Behaviours Browsing Behaviour You are what you are passionate about Claimed & demographic data Actual & behavioural data Cost per terabyte of storageNot Possible$105mill$1,125,000$500$30

Inspired by one of the first big data projects

All rights reserved Starcount 2015 Who wins the retailer data model Benefits for the retailer, manufacturers and customers MANUFACTURERS improved Marketing ROI better NPD effective promotions Increased brand loyalty RETAILERS higher footfall increased share of wallet better retail offer new service development promotions better shopping trip new meal solutions products I want better prices Relevant offers CUSTOMERS

All rights reserved Starcount 2015 Without Story Telling, data is just a rear view mirror Can it tell a story that shows where you want to be in the future? Is it more a reflection of your business than of your customers?

All rights reserved Starcount 2015 Is your data rich enough? Frequent, descriptive transactions Easy to build and tell stories Is it measuring your customers or your process? Do you need contextual richness? Is your data a real differentiator? Can you get to a better answer via other sources? If your data is too big use samples if its too small use models Its not about the efficacy of your model Its about its relevance to the customer and your organisations ability to act upon it

All rights reserved Starcount 2015 The Big Data Explosion Big data is changing how we can react to business situations can we apply this type of data to our recruiting and talent development processes?

All rights reserved Starcount 2015 What else is available? Big Data is producing new data sources to power decisions Government open data on demographics, transport and infrastructure mobile phone data from major players on customer travel patterns purchasing profiles from payment card players inexpensive data storage and apps social media data on peoples true passions

All rights reserved Starcount 2015 How relevant is this? Technology cost is no longer a barrier plenty of visual, easy to use tools at low cost Google Maps and related open source data takes away barriers Apps and M-commerce opens up new data sources

Map the social universe, a data set of almost 1.7 billion people. The data is in real time, covering: territorydemographic gender age product category 1.7 billion people Understanding people based on shared passions & interests

Starcount is acustomer insight tool thathelpsyou deliver on your growth objectives DRIVERS OF BEHAVIOURS BEHAVIOURSTRANSACTIONSPROFITSATTITUDES Focus on behaviour means you can make customer centric decisions right for your business. Focus on attitudes is tough to convert into profit. Too much focus on profit leads to customer dissatisfaction. YOU ARE WHAT YOU BUY

WHO INFLUENCES YOUR CUSTOMERS YOUR CUSTOMERS PASSIONS CELEBRITIES YOUR CUSTOMERS ARE CONNECTED TO THE MEDIA YOUR CUSTOMERS CONSUME THE OTHER BRANDS YOUR CUSTOMERS ENGAGE WITH THE DEMOGRAPHIC OF YOUR CUSTOMERS See your brand through the eyes of your customers We identify communities based on shared passions. HOBBIES SPORT FILMS BLOGS RADIO MAGAZINES TV SOCIAL MEDIA PLATFORMS LIFESTYLE MUSIC BLOGGERS YOUTUBE STARS AMPLIFIERS RESTAURANTS COMPETITOR BRANDS COMPLIMENTARY BRANDS LOCATION GENDER AGE

All rights reserved Starcount 2015 Data is the new oil and shares many of its challenges In its crude state it is difficult to use and benefit from It needs refining and external catalysts to make it useful When processed it is potentially explosive and dangerous Just like plastics and polymers some of the best and most profitable uses are what is made from it by others

All rights reserved Starcount 2015 big data will mean customers take control of their data new commercial models alternative solutions to the same problem different models of customer value greater relevance and trust Key Question Is it cool or is it creepy???

All rights reserved Starcount 2015 Key Questions Do you and the company you work for really understand customers or just how to bill them? Do you try to be relevant or do you just send everything to everyone because its cheaper and easier than working it out? Do you tell stories that give your colleagues the vision and excitement to create a better world for your customers? Or like most people, drown them with endless reports and statistics? THANK YOU [email protected]

All rights reserved © Starcount 2015 Understanding customers … from Social Class to Social Media...

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