Filip Corne - Jump-start your datadriven marketing
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Transcript of Filip Corne - Jump-start your datadriven marketing
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
Jump Start Your
Data Driven Marketing
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
...you get to the finish?
And how to make sure ...
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
Single Customer View
Data is a reflection of reality
Brand Interactions
Define your Work
Visualize
Listen
Act
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
Single Customer View
![Page 5: Filip Corne - Jump-start your datadriven marketing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546b3433af7959651f8b5a29/html5/thumbnails/5.jpg)
Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
Webshop ERP CRM
Marketing
MAT
Census
Nielsen
Research
FinanceSales
External
Platforms
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
SO..TEAR DOWN THE SILOS?
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
OR ... CONNECT THE SILOS!
Contact Center
ERP
CRM
Kiosk
MIP
BI
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
Data is a reflection of reality
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
Reality is dynamic, so is data
Reality has many layers, so has data
Think Trigger based, not Campaign based
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
STATIC DATA
DYNAMIC DATA
Deep Historic Data Record of past Interactions Inaccurate due to latency
Provides Value & Behavourial Insights
Interaction/Session only data
No records of other channel Interacons
Accurate up to last click/conversation
Provides ContextualInsights
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
![Page 12: Filip Corne - Jump-start your datadriven marketing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546b3433af7959651f8b5a29/html5/thumbnails/12.jpg)
Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
SCV + Static Data + Dynamic Data
Enable Marketeers to understand
Right Channel (static) Right Person (static) Right Message (context) Right Time (now) Right Incentive/Margin (value)
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
Brand Interactions
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
Interactions are leaving digital traces
Most traces get lost in time
Provide Contextual Insights
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
Define your Work
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
Calculating ROMI
You’ll need the “R” for Return
And the “I” for Investment
Rather “Incremental” Return
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
Visualize
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
1 Graph speaks a thousand words
But always remember
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
Act
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
Use ALL channels – Old & New
A/B testing & Control Groups should be used at least twice a year
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
Listen
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
The most important part in a relationship
And remember you have lot’s of ears...
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Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne
Thank You for Listening