Steve Caldwell at Analytics That Excite
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Transcript of Steve Caldwell at Analytics That Excite
PERSONALIZATION
Personalization is a data and analytics driven strategy for marketing to individuals based on their individual preferences, personality and other behaviors. When we’ve personalized successfully, marketing is relevant to the consumer and produces measurable results.
HUMAN DATA HELPS YOU DIG IN TO YOUR SEGMENTS
50,000 households in Cincinnati buy Running Shoes
25% of those ACTUALLY RUN
and will buy more Running Shoes than the other subsets
SOURCES: Business Insider: http://www.businessinsider.com/the-wearable-computing-market-report-2014-10 CNET: http://www.cnet.com/news/apple-watch-poised-to-overtake-fitbit-in-wearables-shipments/ IDC: http://www.idc.com/getdoc.jsp?containerId=prUS25519615
THE RISE OF WEARABLES
FAST FACT
Wearable users are willing to share personal data – if they get something in return.
75% of US fitness tracker users were somewhat to extremely comfortable sharing their personal data if it meant ads would be more personalized
The explosion of wearable devices was clearly led by fitness bands, which until recently commanded prices that provided comfortable margins, but those days are changing.
The price of these fitness bands have come down so significantly in some markets that smartphone OEMs are now bundling them with smartphones at little cost. Meanwhile, the market is quickly shifting toward higher-priced devices that offer greater functionality.
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RYAN REITH, Program Director IDC's Worldwide Quarterly Device Trackers
BIGGEST DRIVERS OF INCREASED DATA MARKETING
SOURCES: GlobalDMA/Winterberry Group, Global Review of Data-Driven Marketing and Advertising
DATA-DRIVEN MARKETING IS ALL THE MARKETING
53% A need to be more customer-centric
49% Maximize effectiveness/efficiency of marketing
investments
33% Gain more knowledge of customers/prospects
24% The growing availability of audience data
20% A need to align with digital consumer preferences
SOURCES: GlobalDMA/Winterberry Group, Global Review of Data-Driven Marketing and Advertising
DATA-DRIVEN MARKETING IS ALL THE MARKETING
WHERE DATA EFFORTS ARE BEING FOCUSED Targeting of offers, messages and content
69% Data-driven strategy or product development 52% Customer experience optimization
49%
Audience analytics/measurement 44%
Predictive analytics 44%
TOP DATA MARKETING PRIORITIES
Custom messages and personalized customer experiences
66% Acquire big data analytical skills to leverage insights
40% Customer acquisition and retention
36%
Improve efficiency 36%
THE CONSUMER EXPERIENCE
CONSUMER REDEEMS REWARDS
CONSUMER OPTS IN
THROUGH DIGITAL TOUCH POINT
CONSUMER EARNS POINTS
TOWARDS REWARDS
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TURN INSIGHTS INTO ACTIONS
THE MARKETER EXPERIENCE
GET THE DATA DERIVE INSIGHTS FROM HUMAN DATA INTELLIGENCE
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