All rights reserved Starcount 2015 Understanding customers from
Social Class to Social Media A personal journey Clive Humby June
2015
Slide 2
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.
Slide 3
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
Slide 4
All rights reserved Starcount 2015
Slide 5
Inspired by one of the first big data projects
Slide 6
All rights reserved Starcount 2015 Lessons from Retailer
Loyalty Cards We hear a lot about customer loyalty but what is the
real truth?
Slide 7
All rights reserved Starcount 2015 THE LOYALTY MYTH
Slide 8
All rights reserved Starcount 2015 You are what you buy
Slide 9
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
Slide 10
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?
Slide 11
All rights reserved Starcount 2015 Big data shopping, mobile,
entertainment, payment cards 11
Slide 12
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
Slide 13
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?
Slide 14
All rights reserved Starcount 2015 World Economic Forum
2011
Slide 15
All rights reserved Starcount 2015 Understanding customers
today
Slide 16
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
Slide 17
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
Slide 18
All rights reserved Starcount 2015 Example : Wejo : Fleet
Driver Measurement Harnessing data from The Internet of Things
Slide 19
All rights reserved Starcount 2015 Social Insights Social
channels can describe peoples real passions Your basket of passions
can your processes benefit from this type of insight?
Slide 20
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
Slide 21
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
Slide 22
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
Slide 23
All rights reserved Starcount 2015 Reading passions through
social data What matters most to teenage girls in the UK?
Slide 24
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
Slide 25
All rights reserved Starcount 2015 the data myth: its all about
big data
Slide 26
All rights reserved Starcount 2015 useful data is not big, its
tiny
Slide 27
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???
Slide 28
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]