Surfing the Big Data waves - Don't forget your branding
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Transcript of Surfing the Big Data waves - Don't forget your branding
• The new marketing trends generate new
data sources
• Compete with analytics
while remaining agile
SURFINGTHE BIG DATA
WAVES
Part 1 :Recent
Innovations & Trends
Part 1 :Recent
Innovations & Trends
THE PERFECT STORM
You are in the middle of a media revolution
Relevance and context are king
• The people I am talking too
• The things I am doing
• The things I like
• The places I am now
It’s about my agenda
You can create personal magazines. It turns easy if you collect the right data
Discover
Shop
Share
Participate
TV( moving images) remain kingBut it’s different
Video turns interactive and direct
8
You can offer free wifi and boost personalised marketing
•a one-time mandatory registration.
•collect and analyze data from mobile users.
•The basis of the mobile marketing approach.
•Send information about the company and its products,
With I beacons you can create a personalized contact in retail branches and stores
Apps are part of the ecosystem
• Create awareness - Generate revenue- Gamification- Create retention - Showcase new products- Communicate deals and promotions
If she had a wrestband? What could you measure?
Mobile sensors allow contextual offers and services towards your customers
MultitouchAmbient lightProximityAccelerometerGPSMoistureMicrophone Camera sensorBluetooth
MagnetometerTemperatureGyroscopeMotionFinger printAltimeter3D depthHeartbeatOdor sensorsMood sensors
Conclusion: Strategic data can be anywhere,
be structured & unstructuredContain text, sound, images, measurement-
signals….
SOCIAL MEDIA
(conversations and sharing
posts of billions of people)
SOCIAL MEDIA
(conversations and sharing
posts of billions of people)
DIGITAL DATA
(webanalytics )
DIGITAL DATA
(webanalytics )
MOBILE SENSORS/ I-BEACONS
MOBILE SENSORS/ I-BEACONS
ERP /
CRM/finance
ERP /
CRM/finance
SOCIAL MEDIA
(conversations, posts of billions of people)
SOCIAL MEDIA
(conversations, posts of billions of people)
..the volume and velocity of the data require new methods and tools to
handle them… talk to experts of Wizata and Microsoft
DIGITAL DATA
(webanalytics )
DIGITAL DATA
(webanalytics )
MOBILE SENSORS/ I-BEACONS
MOBILE SENSORS/ I-BEACONS
ERP /
CRM/finance
ERP /
CRM/finance
3 sectors in turmoil…Retail, Finance, Health ….
Challenges in banking and insurance marketing
• Banks must regain trust• Game changers arrive – Mobile
payments• Belgium is too small for 4 big banks• Banks first cost concern are
branches– Reorganizing existing– Closing
• Compensate for decreasing proximity and or lack of personal contact– Via web-based cross selling ?
Challenges in banking and insurance marketing
Weaknesses of big banks– Lack of strategic branding
• Where does my brand stand for and how can I add unique values for the consumer
– Cost reduction is a key driver and technology the means
– Silo thinking– Big projects with a holistic
approach and complex project management
– A lot of the concepts have no proven ROI in banking – what Amazon does doesn’t work in banking
Challenges in banking and insurance marketing
Solutions– Offer consistent experience
in all touchpoints– Increased customer intimacy
and personalisation via personae
– Data analysis for offering strategy
– Gamification
Challenges in Healthcare Marketing
• Welcome to the real world • Patients turn into experts and
seek responses on the net – His Critical mind is fed
• 75 % of treatments don’work
• Evaluate your docter on-line• Score your hospital
– Devices too track health
• Treatment compliancy tracking needed
• Heavy pressure on margins– Generic products
Challenges in Healthcare Marketing
• Producers are losing contact with traditional prescribers
• Alternative distribution– Web– Non pharma
• Replace by e-crm?• Decided on optimal contact
frequency and mix• Efficiency of media
– Events?– Face-to face?– Direct mail / e-mail?
• Need to indentify key opinion leaders
Challenges in Retail Marketing
• Differentiate or die– How to be different on-line– Unique experience– Cost strategies
• Keep the customer connected– Emotional– Digital
• Mobile developments– Mobile payments– Relevance of offers
/Geolocation?• Manage the proximity paradox
– Web shops and proximity
Chapter 2:Quid
marketing strategies?
Chapter 2:Quid
marketing strategies?
Companies turn into media companies
Entertain me please • The Coca Cola Company wants to excell in storytelling = Project Content 2020
• From creative excellence to content excellence
• Brand stories are liquid stories that provoke conversations
• Deeper emotional connection via “Live Positvely” message
• Key drivers– Double consumption by 2020– Technology
Companies turn social • The followers of Unilever's social-
media feeds will be driven toward a new website that promotes the brands' social-mission stories and urges consumers to make small changes in their own lives—changes that generally involve buying Unilever products.
• The world's No. 2 consumer-goods company will roll out the campaign simultaneously across Brazil, Indonesia, India, the U.K. and the U.S. from a command center in London.
Be Good for me
Companies turn social
Be Good for me
Chapter 3: How about
CRM strategies?
Chapter 3: How about
CRM strategies?
Make a customized offer
right now
Make a customized offer
right now
Keep track of ho gets what and
personalize
Keep track of ho gets what and
personalize
Treat different customers differently
Treat different customers differently
What will the customer do next
What will the customer do next
Respond to a customes activity
Respond to a customes activity
Get everybody in one place
Get everybody in one place
Real Time offers
Real time optimiszation
Predictive models
Institutional action
Campaign management
Predictive action
Event triggers
Differentiated action
Segmentation
Key targets / segments
Customer database
Data in order
Ladder of analytical applications for marketing
Source : Analytics at work – Davenport, Harris, Morison
FROM MASS COMMUNICATIONTO OMNI CHANNEL DIALOGUES :A OVERVIEW
Source : agile.com
Advice Nr 1 : Work on branding relevance and differentiation
• What is said about your brand?• What is the organic search for your brand and its product category ? Is it talkable?• Trends?• What do your consumers do? What sites do they visit, what events? Who and what are they influenced by• Where does your brand stand for? What role does it want to play in the life of the consumers / segment • What touchpoints do they use. Rank the importance and how you differentiate in the experience
BUILD UNIQUE EXPERIENCES
BY PLANNING FOR THE REAL WORLD
Graph by Brian Solis
Source : agile.com
CHAOS SILO
DATA PROCESS
Advice Nr 2 : Ask yourself the question where you want to be. What risk, be an early adopter or not, best way to invest?
360° VIEW
360° VIEW
YOUYOU
DATA VIEW
Define the Olympic minimum for your sector and seek ways to differentiate
• Example : Banks– Use Responsive web design is a
must – tablet penetration at 50 % soon
– Must offer consistent experience in mobile touchpoints and F2F.
– Must offer e-CRM supported account openings at a distance
– Must offer document retrieval – Must work on 360 degrees view– But other features must be chosen
in function of branding strategy• Gamification of risk profiles• Peer comparisons• Social sharing• Recommendations • Distribution strategy• Non intrusive web cross sell• Need for personae
Chapter 4How do your
marketing colleagues
feel?
Chapter 4How do your
marketing colleagues
feel?
75 % of companies have difficulties in making decisions around analyzing data
Source KPMG international D&A survey , August 2013
Biggest barrier to implement aBig data strategy is identifying which data to collect
Source KPMG international D&A survey , August 2013
85% agrees that the biggest challenge is implementing the right solution to analyze and interpret data
Source KPMG international D&A survey , August 2013
The biggest challenge of all are corporate culture and IT barriers
Source = ME
CONJOINT ANALYSIS
CONJOINT ANALYSIS
Lifetime value analysis
Lifetime value analysis
Multiple regression
Multiple regression
Pricing optimization
Pricing optimization
Text analysis
Text analysis
ChaidChaid
Data Silo’sData Silo’s
Lack of IT Support
Lack of IT Support
Lack of data Analystprofiles
Lack of data Analystprofiles
Need for speedNeed for speed
Pricing optimisation : the case Join by wizata – lead time 3 weeks
Work around IT barriers. See how we can help you planning for the real world in real time.
Identify Key opinion leaders in sustainable
food?
Identify relevant topics and wording for sustainable
food?
Collect insights at warp speed?
Identify Key opinion leaders in sustainable
food?
Identify relevant topics and wording for sustainable
food?
Collect insights at warp speed?
Pascal Tack
• Owner at Tippingpoint.be
• Former direct marketing manager at Citibank Belgium
• Direct marketing, CRM and General Marketing Management at Deutsche Bank Belgium
• Business Manager, Partner and Strategic Director at I-Do and Famous– Working on Belgacom, Proximus, Axa,
Nieuwsblad, Toyota, Sheba pet foods, Dela Insurance, Inbev, Perfect Draft…
•Winner of the first Belgian Direct Marketing Grand Prix in Cannes with I-DO in 2005
• Business Manager of the Most Efficient Agency of the Year ( Award by shortlist in 2006- I-DO)