2. A few years ago there was ‘The Line’…
Long lunches, beautiful ads, sexy models, big budgets…
Sales? ROI? The econometric model says we need more TV…
“We’re brand builders, darling.”
Targeted comms, just smaller budgets (& lunches)…
Response Rates may be low but it’s profitable…
“We use data-driven insight & analysis”.
3. …consumers interacted directly with brands
“ I buy in shop, direct or through an intermediary
I’ll ask friends or read reviews in magazines
I watch TV, read the paper, have a mobile
Identity theft is losing my wallet
My bank, the Government & data companies know me
Brands or data companies survey me
I can opt out or ignore
comms
”
4. The information age has transformed this…
Explosion of channels
Google, Facebook, Apple etc. are the new data giants
Technology, software, social change?
We’re all fuelling this data explosion
More data for marketeers then ever before…
Picture: hardknoxlife.files.wordpress.com/2008/08/digitalrevolution.gif
5. …consumers don’t just engage directly with a brand
955m Facebook users by 2011
½ of all mobiles to be smartphones by 2015
400m Tweets a day
c25bn App downloads via iTunes
Twitter has 13bn API calls per day
Picture: hardknoxlife.files.wordpress.com/2008/08/digitalrevolution.gif
6. Alexsandr Orlov…
810k people who ‘like’ him on Facebook
53k Twitter followers
4m views on YouTube channel & 5k followers
A great example of an integrated awareness campaign
But is it just multi-channel ATL branding?
What actionable, consumer data can CTM identify through these social
media?
(Why do people ‘like’ or ‘follow’ a fictional
meerkat?)
Picture:http://blogs.sundaymercury.net/telly-talk/meerkat.jpg
7. Now we have what we’ve always craved: Contextual Data
Likes, dislikes, real-time location, preferences, interest…
Consumers openly supply data to brands & friends
Brand interaction can be tracked
Active
Word of Mouth can be measured Brand
Engagement
Consumer influence can be gauged
Tracking technology continually getting smarter
8. Digital trails are long and complex…
Network
Comment Engagement
Location Sentiment Referral
Personal Interest IP Address Affiliation
Purchase Click-Stream Cookie Age
Preferences Open Rates Time/Date Income
Click-Thrus Screen Geo-dems
Likes Trigger
Behaviour
Picture: http://images.publicradio.org/content/2008/08/06/20080806_airplane_33.jpg
9. …customer records are becoming more complex & diverse
Personal Data Personal Data
Demographic & Lifestyle Demographic & Lifestyle
Transactional Information Transactional Information
Comms Data Comms Data
Behavioural (Web & Comms)
Predictive (Web & Comms)
UGI & CVI
Social Media Engagement
Sentiment
Picture: http://images.publicradio.org/content/2008/08/06/20080806_airplane_33.jpg
10. CACI’s Consumer Digital Data Model
Web
Brand
ESP
P
Cookies
Social
WEBSTE Media
Beacons
WEBSITE
P A
A WEB
ANALYTICS Flash Cookies
IDENTIFIABLE CONSUMER CONSUMER 3RD PARTY 3rd PARTY ANONYMOUS
CONSUMERS VOLUNTEERED DERIVED VOLUNTEERED DERIVED CONSUMERS
Personal data provided to an Data derived about consumers Data acquired on consumers Data collected & aggregated
organisation directly by or customers based on via 3rd party Social Media sites on anonymous consumers
consumers or customers observed behaviour (and intermediaries) based on observed behaviour
• Contact Details • IP Address • Personal details • Web behaviour
• Preferences • Cookie data • Network Size • Click-stream data
• Purchases • Browsing history • Location • Location/ IP Address
• Location • Screen Resolution • Brand affiliation • Shopping Basket
• Personal Data • Email Behaviour • Comment data
• Privacy Options • Email Provider • Sentiment • Interests
• Reviews • Preferences
• Brand sentiment • Aggregated
• Contextual data demographics &
• Brand Engagement geo-demographics
• Likes/ Dislikes
Picture: http://www.ncdd.nl/images/digitaal.jpg
11. Multiple components: Some new, some legacy
Facebook
Ad server
Twitter
Store/Branch Online Sales
Comment/
Partner
Review
Email, Telephone,
Web SMS, Mail
Competitions
Registration
Web Application CMS
Analytics
Transactional
Data Store
Data Matching Data
Integration Services Cleansing
CONSUMER CONSUMER 3rd PARTY 3rd PARTY
TYPE OF DATA VOLUNTEERED DERIVED VOLUNTEERED DERIVED
12. Marketing language is rapidly changing…
Open
APIs Networks
Amplification
Communities
Social
Conversational Networks
Marketing
Tradigital
Augmented
Marketing
Reality
Sentiment
Monitoring
Picture:chrisbennetts.info/wp-content/uploads/2010/07/bravenewworld-heads.jpg
13. …consumer expectations have increased
FROM TO
6 week reaction 0.06 second reaction
Single Channel Multiple Channels
One to Many One to One to Many
Push Pull
Data assimilation Customer dialogue
Muted Loud
Picture:bergoiata.org/fe/sun-sky/New%20Horizon.jpg
14. Marketing models have to (and are) adapting…
PUSH
Acquisition Growth Retention
PULL
Engage
Brands need to record, link, monitor and
utilise relevant data collected from inbound,
Influence outbound and intra-consumer conversations,
across all relevant channels to drive better
conversations and therefore have deeper
customer relationships
Amplify
Picture:reptilia.org/images/sce/VeildSkin.jpg
15. But, familiar challenges still exist
Data held in organisational silos
A lot is known about a few
Data rich; insight poor
Brand centric data, not user centric-data
Organisational planning still product, not consumer focussed
Picture:2.bp.blogspot.com/_gHLi5No8dSY/SNKa6PxB8kI/AAAAAAAABFk/RvH2E8AwQCo/s400/red-traffic-light.jpg
16.
17. Where next?
• Consumer digital is increasing and will only increase
• Whether social, web behaviour, email behaviour, Open ID or
all – no brand is impervious & you’ll already be collecting this
data
• CACI can help you to:
– Identify what data to collect, distil, and use
– How to bring the disparate data components together
– Append additional, user-centric data
– Bespoke online analysis
– Technology vendor selection & implementation
Editor's Notes
Wasn ’ t always this easy to identify prospects 12 years ago relatively simple
Data was relatively push or pull Uncomplicated data processes
Internet has changed all this No longer push or pull, direct or ATL Consumers are now far more powerful than ever Through Social Media they have a voice
Social media means that consumers can interact with brands outside of the brand ’ s traditional channels…… The Guardian has sold over 150k Apps to iPhone users, but this is all they know….Apple keeps all behavioural data, so whilst Guardian has received additional revenue and exposure, it doesn ’ t know which of it ’ s readers are also consuming the news via their iPhone.
Historically marketeers strived to find that key piece of data; trigger, behavioural to signify consumer engagement Difficult to identify unless you asked the consumer directly: low response rates, high costs Even though direct marketing was targeted…..was also more than a hint of blanket mailing.
Plus they leave data trails that are complex and often disjointed. Simple page query on a website can result in text string of over 3k characters.
Not just data…..technology and vendors Is SCV thing of the past? Series of data marts that speak to each other but not all in one box
Consequently marketing terminology has also changed We ’ re still coming to terms with what these mean and how they fit into the comms process
Consumers expectations have changed….based on experiences with other brands, they now expect (and demand) a level of service from all brands and also have the amplification to voice their dissatisfaction.
Marketeers are having to quickly integrate Social Media channels and online data into their strategies to acquire, grow and retain customers. New sources of data mean that messages can be quickly and easily amplified by consumers….but including consumers as part of the marketing process is a two-way exchange. Whilst they expect their information and data to be handled with respect and diligence as a matter of course; they demand that the information they provide is listened to, processed and acted upon at the relevant time intelligently.