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E
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ER
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fashioned
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SUS
AN
BAIE
R
JEFFERY ROLINC ON FLICKR
TOMMY IRONIC ON FLIC
vs.
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SCOTTELLIOTTSMITHSON ON
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WORK
WORK
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AN
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BOLO 2013 3P Track: Susan Baier

Notas do Editor

  1. I spent almost 30 years in marketing strategy Agency side and client side
  2. 15 years ago, working at a big oil company Marketing a commodity - gas
  3. But we discovered that it really wasn’t a commodity to most users. Some were fiercely devoted to a single brand and had a gas card. Some would purchase any in a tier of brands depending on most convenient at the time Some would drive substantially out of their way to save a few pennies - brand was not a factor, or even a negative Some would buy wherever was closest on the right when they needed gas
  4. Difference is to stop thinking about WHAT people are doing, and start understanding WHY.
  5. WHy does this matter to agencies? Why bother when we can sit around a table and decide personas based on demos? Demos don’t tell the story - require a leap. Keeping our fingers crossed. Understanding motivations with quantitative, statistically reliable data
  6. Big data is awesome, but it’s hard Can’t always figure out what it says Smart data is manageable and helpful
  7. Isn’t hard to imagine how you could speak to these people differently
  8. 15 years ago, this work cost $250,000, took nearly a year Today, thanks to widespread internet access and power of computing, as little as $10k, 6 weeks Attitudinal segmentation Perfect tool for agencies
  9. Agencies start thinking about attitudinal segments segmented site, email, social, promos, landing pages, events, etc. Clients more likely to believe with data behind recommendation
  10. Known quantity, will work better Client tested segmented onboarding protocol - highest satisfaction ratings they’d ever seen, half the abandonment rate of unified onboarding Ongoing segmentation to drive relevant communication Panel
  11. FASTER WORK No guessing, less time spent spinning wheels Lower costs Now it’s a profit driver vs. expense Get to success more quickly -- PPC, SEO, email subject lines, etc. Reduce test time
  12. All possible without good data, BUT... Clients more likely to believe with good data You look smarter, you ARE smarter Within reach for even smaller agencies and clients
  13. More, Better, Faster