Making sense of consumer data in the digital world
-
Upload
rachel-aldighieri -
Category
Documents
-
view
430 -
download
7
Transcript of Making sense of consumer data in the digital world
Matt Jarman
A few years ago there was ‘The Line’…
Long lunches, beautiful ads, sexy models, big budgets…
Sales? ROI? The econometric model says we need more TV…
“We’re brand builders, darling.”
Targeted comms, just smaller budgets (& lunches)…
Response Rates may be low but it’s profitable…
“We use data-driven insight & analysis”.
…consumers interacted directly with brands
I buy in shop, direct or through an intermediary
I’ll ask friends or read reviews in magazines
I watch TV, read the paper, have a mobile
Identity theft is losing my wallet
My bank, the Government & data companies know me
Brands or data companies survey me
I can opt out or ignore comms
“
”
The information age has transformed this…
Google, Facebook, Apple etc. are the new data giants
Technology, software, social change?
We’re all fuelling this data explosion
More data for marketeers then ever before…
Explosion of channels
Picture: hardknoxlife.files.wordpress.com/2008/08/digitalrevolution.gif
…consumers don’t just engage directly with a brand
955m Facebook users by 2011
½ of all mobiles to be smartphones by 2015
400m Tweets a day
c25bn App downloads via iTunes
Twitter has 13bn API calls per day
Picture:Picture: hardknoxlife.files.wordpress.com/2008/08/digitalrevolution.gif
What actionable, consumer data can CTM identify through these social media?
(Why do people ‘like’ or ‘follow’ a fictional meerkat?)
Alexsandr Orlov…
810k people who ‘like’ him on Facebook
53k Twitter followers
4m views on YouTube channel & 5k followers
A great example of an integrated awareness campaign
But is it just multi-channel ATL branding?
Picture:http://blogs.sundaymercury.net/telly-talk/meerkat.jpg
Now we have what we’ve always craved: Contextual Data
Active Brand
Engagement
Tracking technology continually getting smarter
Consumers openly supply data to brands & friends
Brand interaction can be tracked
Word of Mouth can be measured
Consumer influence can be gauged
Likes, dislikes, real-time location, preferences, interest…
Digital trails are long and complex…
PersonalPersonal
PurchasePurchase
PreferencesPreferences
LocationLocation
InterestInterest
Click-StreamClick-Stream
Open RatesOpen Rates
Click-ThrusClick-Thrus
CommentComment
SentimentSentiment
IP AddressIP Address
CookieCookie
Time/DateTime/Date
ScreenScreen
LikesLikes
NetworkNetwork
EngagementEngagement
ReferralReferral
AffiliationAffiliation
AgeAge
IncomeIncome
Geo-demsGeo-dems
TriggerTrigger
BehaviourBehaviour
Picture: http://images.publicradio.org/content/2008/08/06/20080806_airplane_33.jpg
…customer records are becoming more complex & diverse
Personal DataPersonal Data
Demographic & LifestyleDemographic & Lifestyle
Transactional InformationTransactional Information
Comms DataComms Data
Personal DataPersonal Data
Demographic & LifestyleDemographic & Lifestyle
Transactional InformationTransactional Information
Behavioural (Web & Comms)Behavioural (Web & Comms)
Predictive (Web & Comms)Predictive (Web & Comms)
UGI & CVIUGI & CVI
Social Media Engagement Social Media Engagement
SentimentSentiment
Comms DataComms Data
Picture: http://images.publicradio.org/content/2008/08/06/20080806_airplane_33.jpg
CACI’s Consumer Digital Data Model
ANONYMOUS CONSUMERS
IDENTIFIABLE CONSUMERS
Data collected & aggregated on anonymous consumers
based on observed behaviour
3rd PARTYDERIVED
Web
PCookies
Flash Cookies
Beacons
• Web behaviour• Click-stream data• Location/ IP Address• Shopping Basket
data• Interests• Preferences• Aggregated
demographics & geo-demographics
• Web behaviour• Click-stream data• Location/ IP Address• Shopping Basket
data• Interests• Preferences• Aggregated
demographics & geo-demographics
Data acquired on consumers via 3rd party Social Media sites
(and intermediaries)
3RD PARTY VOLUNTEERED
SocialMedia
A
Brand
• Personal details• Network Size• Location• Brand affiliation• Comment• Sentiment
• Personal details• Network Size• Location• Brand affiliation• Comment• Sentiment
Data derived about consumers or customers based on
observed behaviour
WEBSTE
ESP
WEB ANALYTICS
P
• IP Address• Cookie data• Browsing history• Screen Resolution• Email Behaviour• Email Provider
• IP Address• Cookie data• Browsing history• Screen Resolution• Email Behaviour• Email Provider
CONSUMERDERIVED
Personal data provided to an organisation directly by consumers or customers
CONSUMER VOLUNTEERED
A
WEBSITE
• Contact Details• Preferences• Purchases• Location• Personal Data• Privacy Options• Reviews• Brand sentiment• Contextual data• Brand Engagement• Likes/ Dislikes
• Contact Details• Preferences• Purchases• Location• Personal Data• Privacy Options• Reviews• Brand sentiment• Contextual data• Brand Engagement• Likes/ Dislikes
Picture: http://www.ncdd.nl/images/digitaal.jpg
Application
Email, Telephone, SMS, Mail
Multiple components: Some new, some legacy
Web Registration Competitions
Partner
Online Sales
Comment/ Review
Store/Branch
CONSUMER VOLUNTEERED
CMSWeb Analytics
CONSUMER DERIVED
FacebookTwitter
3rd PARTY VOLUNTEERED
Ad server
3rd PARTY DERIVEDTYPE OF DATA
Data Cleansing
Data Integration
TransactionalData Store
Matching Services
Conversational Marketing
Conversational Marketing
Open Networks
Open Networks
AmplificationAmplification
APIsAPIs
Social Networks
Social Networks
Augmented Reality
Augmented Reality
Sentiment MonitoringSentiment Monitoring
Tradigital MarketingTradigital Marketing
Marketing language is rapidly changing…
CommunitiesCommunities
Picture:chrisbennetts.info/wp-content/uploads/2010/07/bravenewworld-heads.jpg
FROM
6 week reaction
One to Many
Push
Data assimilation
…consumer expectations have increased
Single Channel
Muted
TO
0.06 second reaction
One to One to Many
Pull
Customer dialogue
Multiple Channels
Loud
Picture:bergoiata.org/fe/sun-sky/New%20Horizon.jpg
PULL
Brands need to record, link, monitor and utilise relevant data collected from inbound, outbound and intra-consumer conversations,
across all relevant channels to drive better conversations and therefore have deeper
customer relationships
PUSH Acquisition RetentionGrowth
Engage
Amplify
Influence
Marketing models have to (and are) adapting…
Picture:reptilia.org/images/sce/VeildSkin.jpg
But, familiar challenges still exist
A lot is known about a few
Data rich; insight poor
Brand centric data, not user centric-data
Data held in organisational silos
Organisational planning still product, not consumer focussed
Picture:2.bp.blogspot.com/_gHLi5No8dSY/SNKa6PxB8kI/AAAAAAAABFk/RvH2E8AwQCo/s400/red-traffic-light.jpg
Where next?
• Consumer digital is increasing and will only increase
• Whether social, web behaviour, email behaviour, Open ID or all – no brand is impervious & you’ll already be collecting this data
• CACI can help you to:– Identify what data to collect, distil, and use– How to bring the disparate data components together– Append additional, user-centric data – Bespoke online analysis – Technology vendor selection & implementation