Mark Iremonger, CSO iCrossing UK opens the iCrossing UK Client Summit with 'Putting Customers at the Heart' Data Driven Marketing.

1. Putting Customers at the Heart
Data Driven Marketing
Mark Iremonger
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2. MILESTONES
Data Driven Marketing
1440 1590 1740 1890 2040
‘12
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3. MILESTONES
WWW
1440 1590 1681
1740 1878 1890 1922 ‘29 ‘55 ‘64 2040
‘91
1973 2012
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4. THE LAST DECADE
WWW
‘91 ‘94 1996 ‘97 ‘98 2000 ‘01 ‘03
2004 ‘05 ‘06 2008 ‘09
2012
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5. COLOUR
WWW
‘91 ‘94 1996 ‘97 ‘98 2000 ‘01 ‘03
2004 ‘05 ‘06 2008 ‘09 ‘11 2012
5

6. MORE COLOUR
WWW
‘91 ‘94 1996 ‘97 ‘98 2000 ‘01 ‘03
2004 ‘05 ‘06 ‘07 2008 ‘09 ‘11 2012
6

7. 2012
WWW
‘91 ‘94 1996 ‘97 ‘98 2000 ‘01 ‘03
2004 ‘05 ‘06 ‘07 2008 ‘09 ‘11 2012
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8. Gaming
A BIG DECADE
Mobile
Changed Consumers
Digital
WWW Channel Diversity Future
Web 2.0
Rich Data
Web 1.0
It’s All New
‘91 ‘94 1996 ‘97 ‘98 2000 ‘01 ‘03
2004 ‘05 ‘06 ‘07 2008 ‘09 ‘11 2012
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9. PUTTING CUSTOMERS AT THE HEART OF IT
Changed consumers.
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10. HOW PEOPLE FEEL ABOUT YOUR BRAND IS DRIVEN BY
THEIR LEVEL OF TRUST AND THEIR EXPERIENCE
Brand experience Perception Level of trust
Acquisition
Retention

11. A RELATIONSHIP FRAMEWORK HELPS FOCUS
Partner
Signature actions
Trusted
Sweat the small stuff
Liked
Supplier

12. GETTING THE BASICS RIGHT IN BAU CUSTOMER COMMUNICATIONS
• Relevance
• Value exchange
• Better use of assets Partner
• Transparency and openness
• Reframe messages positively
Trusted
Sweat the small stuff
Customer at the heart of
everyday communication
Liked
Supplier

13. TARGETED ACTIONS TO COMPLEMENT BAU
BASED ON CUSTOMER INTELLIGENCE
Signature actions
Active Consultation
Partner
Eg Prompt re-evaluation
Differentiate in category
Category perception change Visible Listening
Brand objectives
Trusted
Price Proactivity
Service or product
Liked innovation
Supplier

14. PUTTING CUSTOMERS AT THE HEART OF IT
CREATES A VIRTUOUS CIRCLE
Brand derives maximum Customer derives
value from customer maximum value from brand
Rich Data gives us better customer intelligence
to direct activity

15. TWO CATEGORY LEADERS
Customer led Price led
Two-sided
One-sided
Reassuring
Shocking
Brand does the work
Customer does the work

16. PUTTING CUSTOMERS AT THE HEART OF IT
Channel Diversity.
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17. HIGH LEVEL CUSTOMER JOURNEY AND KEY DIGITAL CHANNELS
Purchase
Moment Loyalty
Cross-sell
Awareness Consideration In Life Advocacy
AFFs
PPC
SEO
Display Display
Social
Website
Mobile
Email
Secure Website

18. A FOCUS ON CONVERSION
Purchase
Moment Loyalty
Cross-sell
Awareness Consideration In Life Advocacy
AFFs
PPC
SEO SEO
Display Display
Social
Website
Mobile
Email
Secure Website

19. PUTTING CUSTOMERS AT THE HEART OF IT
REQUIRES A BROADER DIGITAL APPROACH BUILT ON CUSTOMER NEED
Purchase
Moment Loyalty
Cross-sell
Awareness Consideration In Life Advocacy
AFFs
PPC
SEO
Display Display
Social
Website
Mobile
Email
Secure Website

20. Purchase
Moment Loyalty
Cross-sell
Awareness Consideration In Life Advocacy
AFFs
PPC
SEO SEO
Display Display
Social
Website
Mobile
Email
Secure Website

21. Purchase
Moment Loyalty
Cross-sell
Awareness Consideration In Life Advocacy
AFFs
PPC
SEO
Display Display
Social
Website
Mobile
Email
Secure Website

22. AN IDEAL CUSTOMER PROFILE
Real time view and
capability
• Consolidated data
streams
• Realtime dynamic
tailored content
• Targeted media

23. KNOWING WHERE TO PUT YOUR EFFORT
• Conversion
• Category Leadership
• Customer Leadership
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24. SEIZING THE MOMENT(S) POST SIGNAL OR TRIGGER
Purchase
Moment Loyalty
Cross-sell
Awareness Consideration In Life Advocacy
AFFs
PPC
SEO
Display Display
Social
Website
Mobile
Email
Secure Website

25. DATA IS THE LIFEBLOOD OF KNOWING YOUR AUDIENCE
AND BUILDING VALUABLE CUSTOMER RELATIONSHIPS
> Trust and the customer experience are intertwined
– Your customers have different expectations of your brand to five years ago
– What are your customers priorities
– How can you mine the data landscape to know your customers better
– How do you craft a converged customer experience
> Know where, when and how to invest
– Comms framework that integrates paid and owned channels
– Seizing the Moments
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