Submit Search
Upload
Using Lifestyle Data in Today's and Tomorrow's World
•
0 likes
•
291 views
I
indeuppal
Follow
Using Lifestyle data in today's and tomorrow's world.
Read less
Read more
Software
Report
Share
Report
Share
1 of 7
Download now
Download to read offline
Recommended
Power to the People: Customer Care and Social Media
Power to the People: Customer Care and Social Media
Cognizant
Communications In A Downturn Economy Final 110608
Communications In A Downturn Economy Final 110608
ColbyCox
B2B Customer Experience Benchmark Report
B2B Customer Experience Benchmark Report
MarketingTrips
The unified-customer-experience-imperative
The unified-customer-experience-imperative
Rodd SL
The new era of marketing begins now
The new era of marketing begins now
Caroline Boscher
B2B Content Marketing Trends in 2020
B2B Content Marketing Trends in 2020
Jomer Gregorio
Successful Companies are Rebooting & Transforming
Successful Companies are Rebooting & Transforming
Anthony DeLima
Why true digital transformation must take place across the entire banking ent...
Why true digital transformation must take place across the entire banking ent...
Epsilon Marketing
Recommended
Power to the People: Customer Care and Social Media
Power to the People: Customer Care and Social Media
Cognizant
Communications In A Downturn Economy Final 110608
Communications In A Downturn Economy Final 110608
ColbyCox
B2B Customer Experience Benchmark Report
B2B Customer Experience Benchmark Report
MarketingTrips
The unified-customer-experience-imperative
The unified-customer-experience-imperative
Rodd SL
The new era of marketing begins now
The new era of marketing begins now
Caroline Boscher
B2B Content Marketing Trends in 2020
B2B Content Marketing Trends in 2020
Jomer Gregorio
Successful Companies are Rebooting & Transforming
Successful Companies are Rebooting & Transforming
Anthony DeLima
Why true digital transformation must take place across the entire banking ent...
Why true digital transformation must take place across the entire banking ent...
Epsilon Marketing
Linkedin brand-to-demand-playbook
Linkedin brand-to-demand-playbook
MarketingTrips
Authoring a Brand's Online Reputation
Authoring a Brand's Online Reputation
Cognizant
Life cycle marketing
Life cycle marketing
RENGAN SRINIVASAN
From dataism to customer data platform from Triều Nguyễn
From dataism to customer data platform from Triều Nguyễn
Duy, Vo Hoang
Digital Manager's Agenda 2016
Digital Manager's Agenda 2016
Bowen Craggs & Co
Moving_To_The_Forefront Teradata white paper
Moving_To_The_Forefront Teradata white paper
Deb Schmidt
THE SECRET TO BETTER CUSTOMER ENGAGEMENT
THE SECRET TO BETTER CUSTOMER ENGAGEMENT
Mark Robinson
Account-based marketing: Engaging high-potential B2B prospects
Account-based marketing: Engaging high-potential B2B prospects
Eric Mower + Associates
Dovile_Montvydaite_TEAM8_Semester3_1_BA_report
Dovile_Montvydaite_TEAM8_Semester3_1_BA_report
Dovile Montvydaite
The cross-channel insight imperative white paper
The cross-channel insight imperative white paper
Experian Marketing Services UK
Top 10 ways_to_improve
Top 10 ways_to_improve
C.Y Wong
Digital marketing trends to dominate in 2021
Digital marketing trends to dominate in 2021
AdamCabugao
5 Goals Marketers Should Make—and Keep—in 2011
5 Goals Marketers Should Make—and Keep—in 2011
Digital Pymes
5 emerging trends in digital marketing
5 emerging trends in digital marketing
Eliza Hazlerigg
Content Is Marketing Currency
Content Is Marketing Currency
jburns1187
Digital Market Report 2016
Digital Market Report 2016
Gemma Hardy
B2b marketing survey and pov ogilvyone london
B2b marketing survey and pov ogilvyone london
OgilvyOne Business
Lithium Get Real Tour - Chicago
Lithium Get Real Tour - Chicago
Lithium
Marketing Track at Impact 2011
Marketing Track at Impact 2011
Ryan Boyles
Predictive analytics
Predictive analytics
Kishore Jethanandani, MBA, MA, MPhil,
Human Resource Management
Human Resource Management
Hafeni Hamukoto
Hinduism
Hinduism
Michael Lu
More Related Content
What's hot
Linkedin brand-to-demand-playbook
Linkedin brand-to-demand-playbook
MarketingTrips
Authoring a Brand's Online Reputation
Authoring a Brand's Online Reputation
Cognizant
Life cycle marketing
Life cycle marketing
RENGAN SRINIVASAN
From dataism to customer data platform from Triều Nguyễn
From dataism to customer data platform from Triều Nguyễn
Duy, Vo Hoang
Digital Manager's Agenda 2016
Digital Manager's Agenda 2016
Bowen Craggs & Co
Moving_To_The_Forefront Teradata white paper
Moving_To_The_Forefront Teradata white paper
Deb Schmidt
THE SECRET TO BETTER CUSTOMER ENGAGEMENT
THE SECRET TO BETTER CUSTOMER ENGAGEMENT
Mark Robinson
Account-based marketing: Engaging high-potential B2B prospects
Account-based marketing: Engaging high-potential B2B prospects
Eric Mower + Associates
Dovile_Montvydaite_TEAM8_Semester3_1_BA_report
Dovile_Montvydaite_TEAM8_Semester3_1_BA_report
Dovile Montvydaite
The cross-channel insight imperative white paper
The cross-channel insight imperative white paper
Experian Marketing Services UK
Top 10 ways_to_improve
Top 10 ways_to_improve
C.Y Wong
Digital marketing trends to dominate in 2021
Digital marketing trends to dominate in 2021
AdamCabugao
5 Goals Marketers Should Make—and Keep—in 2011
5 Goals Marketers Should Make—and Keep—in 2011
Digital Pymes
5 emerging trends in digital marketing
5 emerging trends in digital marketing
Eliza Hazlerigg
Content Is Marketing Currency
Content Is Marketing Currency
jburns1187
Digital Market Report 2016
Digital Market Report 2016
Gemma Hardy
B2b marketing survey and pov ogilvyone london
B2b marketing survey and pov ogilvyone london
OgilvyOne Business
Lithium Get Real Tour - Chicago
Lithium Get Real Tour - Chicago
Lithium
Marketing Track at Impact 2011
Marketing Track at Impact 2011
Ryan Boyles
Predictive analytics
Predictive analytics
Kishore Jethanandani, MBA, MA, MPhil,
What's hot
(20)
Linkedin brand-to-demand-playbook
Linkedin brand-to-demand-playbook
Authoring a Brand's Online Reputation
Authoring a Brand's Online Reputation
Life cycle marketing
Life cycle marketing
From dataism to customer data platform from Triều Nguyễn
From dataism to customer data platform from Triều Nguyễn
Digital Manager's Agenda 2016
Digital Manager's Agenda 2016
Moving_To_The_Forefront Teradata white paper
Moving_To_The_Forefront Teradata white paper
THE SECRET TO BETTER CUSTOMER ENGAGEMENT
THE SECRET TO BETTER CUSTOMER ENGAGEMENT
Account-based marketing: Engaging high-potential B2B prospects
Account-based marketing: Engaging high-potential B2B prospects
Dovile_Montvydaite_TEAM8_Semester3_1_BA_report
Dovile_Montvydaite_TEAM8_Semester3_1_BA_report
The cross-channel insight imperative white paper
The cross-channel insight imperative white paper
Top 10 ways_to_improve
Top 10 ways_to_improve
Digital marketing trends to dominate in 2021
Digital marketing trends to dominate in 2021
5 Goals Marketers Should Make—and Keep—in 2011
5 Goals Marketers Should Make—and Keep—in 2011
5 emerging trends in digital marketing
5 emerging trends in digital marketing
Content Is Marketing Currency
Content Is Marketing Currency
Digital Market Report 2016
Digital Market Report 2016
B2b marketing survey and pov ogilvyone london
B2b marketing survey and pov ogilvyone london
Lithium Get Real Tour - Chicago
Lithium Get Real Tour - Chicago
Marketing Track at Impact 2011
Marketing Track at Impact 2011
Predictive analytics
Predictive analytics
Viewers also liked
Human Resource Management
Human Resource Management
Hafeni Hamukoto
Hinduism
Hinduism
Michael Lu
How to talk_to_parents_so_they'll_understand_ppt
How to talk_to_parents_so_they'll_understand_ppt
Roger Hernandez
Wayne Pua SM Portfolio
Wayne Pua SM Portfolio
Wayne Pua
Sh 8.3.2011
Sh 8.3.2011
lunemo
Grandparents in paintings
Grandparents in paintings
Makala (D)
Ballerina,
Ballerina,
Makala (D)
Web制作のアレコレ
Web制作のアレコレ
regret raym
Presentation1
Presentation1
Devavrata Singh
Innovatiesubsidies voor bedrijven + rol van het innovatiecentrum bij subsidie...
Innovatiesubsidies voor bedrijven + rol van het innovatiecentrum bij subsidie...
innovatiecentra
Honey
Honey
Makala (D)
Anvandbarhet tillganglighet-13
Anvandbarhet tillganglighet-13
Stina Bjurström
Port of Halifax presentation
Port of Halifax presentation
Halifax_Gateway
UNICEF Russian digital landscape exploratory paper
UNICEF Russian digital landscape exploratory paper
Akshay Sinha
Eyes wide open
Eyes wide open
Roger Hernandez
Rain, rain again..
Rain, rain again..
Makala (D)
Sekilas info seleb week 1210
Sekilas info seleb week 1210
yusdiwibowo
Prudential the great company
Prudential the great company
Nnoffie Khaa
Food Combining Diet
Food Combining Diet
mikefouse
Androidアプリの特徴をちょっと紹介
Androidアプリの特徴をちょっと紹介
Masaki Watanabe
Viewers also liked
(20)
Human Resource Management
Human Resource Management
Hinduism
Hinduism
How to talk_to_parents_so_they'll_understand_ppt
How to talk_to_parents_so_they'll_understand_ppt
Wayne Pua SM Portfolio
Wayne Pua SM Portfolio
Sh 8.3.2011
Sh 8.3.2011
Grandparents in paintings
Grandparents in paintings
Ballerina,
Ballerina,
Web制作のアレコレ
Web制作のアレコレ
Presentation1
Presentation1
Innovatiesubsidies voor bedrijven + rol van het innovatiecentrum bij subsidie...
Innovatiesubsidies voor bedrijven + rol van het innovatiecentrum bij subsidie...
Honey
Honey
Anvandbarhet tillganglighet-13
Anvandbarhet tillganglighet-13
Port of Halifax presentation
Port of Halifax presentation
UNICEF Russian digital landscape exploratory paper
UNICEF Russian digital landscape exploratory paper
Eyes wide open
Eyes wide open
Rain, rain again..
Rain, rain again..
Sekilas info seleb week 1210
Sekilas info seleb week 1210
Prudential the great company
Prudential the great company
Food Combining Diet
Food Combining Diet
Androidアプリの特徴をちょっと紹介
Androidアプリの特徴をちょっと紹介
Similar to Using Lifestyle Data in Today's and Tomorrow's World
Data Driven Marketing: the DNA of customer orientated companies
Data Driven Marketing: the DNA of customer orientated companies
Good Rebels
Revealing B2B Digital Marketers biggest challenges
Revealing B2B Digital Marketers biggest challenges
idio Ltd
Creating a Data Culture
Creating a Data Culture
Pipa Unsworth
1 Five Big Data Trends Revolutionizing Retail Summary.docx
1 Five Big Data Trends Revolutionizing Retail Summary.docx
jeremylockett77
Epsilon and AIMIA Executive Roundtable
Epsilon and AIMIA Executive Roundtable
Jeffrey Evans
5 ways to boost customer loyalty using data analytics
5 ways to boost customer loyalty using data analytics
groupfio1
ikano_whitepaper_personalisation
ikano_whitepaper_personalisation
Barry Smith
Business success through data driven insights
Business success through data driven insights
Jeffrey Evans
Acquire Grow & Retain customers - The business imperative for Big Data
Acquire Grow & Retain customers - The business imperative for Big Data
IBM Software India
191 Castro Street, 2nd Floor, Mountain View, CA 94041 P 6.docx
191 Castro Street, 2nd Floor, Mountain View, CA 94041 P 6.docx
felicidaddinwoodie
Customer Experience Analytics - Action at the pace of the digitial consumer
Customer Experience Analytics - Action at the pace of the digitial consumer
Joan Pau Vizcaino Estanyol ☁
Data-Driven Marketing And Sales Predictions 2015 - Lattice Engines
Data-Driven Marketing And Sales Predictions 2015 - Lattice Engines
Lattice Engines
Consumer 720-The keys to consumer engagement in a social media world
Consumer 720-The keys to consumer engagement in a social media world
duane lyons
Digital Commerce Trends for 2014
Digital Commerce Trends for 2014
Roope Ruotsalainen
Common Sense for the C-Suite
Common Sense for the C-Suite
W2O Group
Customer experience and loyalty
Customer experience and loyalty
Chuong Nguyen
Guide to Content Marketing for UK Professional Services
Guide to Content Marketing for UK Professional Services
Lindsay Dier
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...
Rebecca Lieb
A Framework for Digital Business Transformation
A Framework for Digital Business Transformation
Cognizant
BrainRider: B2B Pipeline Marketing "How To" Presentation With Notes (12 Slides)
BrainRider: B2B Pipeline Marketing "How To" Presentation With Notes (12 Slides)
Scott Armstrong
Similar to Using Lifestyle Data in Today's and Tomorrow's World
(20)
Data Driven Marketing: the DNA of customer orientated companies
Data Driven Marketing: the DNA of customer orientated companies
Revealing B2B Digital Marketers biggest challenges
Revealing B2B Digital Marketers biggest challenges
Creating a Data Culture
Creating a Data Culture
1 Five Big Data Trends Revolutionizing Retail Summary.docx
1 Five Big Data Trends Revolutionizing Retail Summary.docx
Epsilon and AIMIA Executive Roundtable
Epsilon and AIMIA Executive Roundtable
5 ways to boost customer loyalty using data analytics
5 ways to boost customer loyalty using data analytics
ikano_whitepaper_personalisation
ikano_whitepaper_personalisation
Business success through data driven insights
Business success through data driven insights
Acquire Grow & Retain customers - The business imperative for Big Data
Acquire Grow & Retain customers - The business imperative for Big Data
191 Castro Street, 2nd Floor, Mountain View, CA 94041 P 6.docx
191 Castro Street, 2nd Floor, Mountain View, CA 94041 P 6.docx
Customer Experience Analytics - Action at the pace of the digitial consumer
Customer Experience Analytics - Action at the pace of the digitial consumer
Data-Driven Marketing And Sales Predictions 2015 - Lattice Engines
Data-Driven Marketing And Sales Predictions 2015 - Lattice Engines
Consumer 720-The keys to consumer engagement in a social media world
Consumer 720-The keys to consumer engagement in a social media world
Digital Commerce Trends for 2014
Digital Commerce Trends for 2014
Common Sense for the C-Suite
Common Sense for the C-Suite
Customer experience and loyalty
Customer experience and loyalty
Guide to Content Marketing for UK Professional Services
Guide to Content Marketing for UK Professional Services
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...
A Framework for Digital Business Transformation
A Framework for Digital Business Transformation
BrainRider: B2B Pipeline Marketing "How To" Presentation With Notes (12 Slides)
BrainRider: B2B Pipeline Marketing "How To" Presentation With Notes (12 Slides)
Recently uploaded
%+27788225528 love spells in new york Psychic Readings, Attraction spells,Bri...
%+27788225528 love spells in new york Psychic Readings, Attraction spells,Bri...
masabamasaba
%+27788225528 love spells in Colorado Springs Psychic Readings, Attraction sp...
%+27788225528 love spells in Colorado Springs Psychic Readings, Attraction sp...
masabamasaba
%+27788225528 love spells in Boston Psychic Readings, Attraction spells,Bring...
%+27788225528 love spells in Boston Psychic Readings, Attraction spells,Bring...
masabamasaba
AI & Machine Learning Presentation Template
AI & Machine Learning Presentation Template
Presentation.STUDIO
Crypto Cloud Review - How To Earn Up To $500 Per DAY Of Bitcoin 100% On AutoP...
Crypto Cloud Review - How To Earn Up To $500 Per DAY Of Bitcoin 100% On AutoP...
SelfMade bd
Abortion Pill Prices Tembisa [(+27832195400*)] 🏥 Women's Abortion Clinic in T...
Abortion Pill Prices Tembisa [(+27832195400*)] 🏥 Women's Abortion Clinic in T...
Medical / Health Care (+971588192166) Mifepristone and Misoprostol tablets 200mg
What Goes Wrong with Language Definitions and How to Improve the Situation
What Goes Wrong with Language Definitions and How to Improve the Situation
Juha-Pekka Tolvanen
+971565801893>>SAFE AND ORIGINAL ABORTION PILLS FOR SALE IN DUBAI AND ABUDHAB...
+971565801893>>SAFE AND ORIGINAL ABORTION PILLS FOR SALE IN DUBAI AND ABUDHAB...
Health
W01_panagenda_Navigating-the-Future-with-The-Hitchhikers-Guide-to-Notes-and-D...
W01_panagenda_Navigating-the-Future-with-The-Hitchhikers-Guide-to-Notes-and-D...
panagenda
Payment Gateway Testing Simplified_ A Step-by-Step Guide for Beginners.pdf
Payment Gateway Testing Simplified_ A Step-by-Step Guide for Beginners.pdf
kalichargn70th171
Abortion Pills In Pretoria ](+27832195400*)[ 🏥 Women's Abortion Clinic In Pre...
Abortion Pills In Pretoria ](+27832195400*)[ 🏥 Women's Abortion Clinic In Pre...
Medical / Health Care (+971588192166) Mifepristone and Misoprostol tablets 200mg
VTU technical seminar 8Th Sem on Scikit-learn
VTU technical seminar 8Th Sem on Scikit-learn
AmarnathKambale
Artyushina_Guest lecture_YorkU CS May 2024.pptx
Artyushina_Guest lecture_YorkU CS May 2024.pptx
AnnaArtyushina1
%in Stilfontein+277-882-255-28 abortion pills for sale in Stilfontein
%in Stilfontein+277-882-255-28 abortion pills for sale in Stilfontein
masabamasaba
%+27788225528 love spells in Huntington Beach Psychic Readings, Attraction sp...
%+27788225528 love spells in Huntington Beach Psychic Readings, Attraction sp...
masabamasaba
%in Hazyview+277-882-255-28 abortion pills for sale in Hazyview
%in Hazyview+277-882-255-28 abortion pills for sale in Hazyview
masabamasaba
8257 interfacing 2 in microprocessor for btech students
8257 interfacing 2 in microprocessor for btech students
HimanshiGarg82
Architecture decision records - How not to get lost in the past
Architecture decision records - How not to get lost in the past
Papp Krisztián
%+27788225528 love spells in Toronto Psychic Readings, Attraction spells,Brin...
%+27788225528 love spells in Toronto Psychic Readings, Attraction spells,Brin...
masabamasaba
%in tembisa+277-882-255-28 abortion pills for sale in tembisa
%in tembisa+277-882-255-28 abortion pills for sale in tembisa
masabamasaba
Recently uploaded
(20)
%+27788225528 love spells in new york Psychic Readings, Attraction spells,Bri...
%+27788225528 love spells in new york Psychic Readings, Attraction spells,Bri...
%+27788225528 love spells in Colorado Springs Psychic Readings, Attraction sp...
%+27788225528 love spells in Colorado Springs Psychic Readings, Attraction sp...
%+27788225528 love spells in Boston Psychic Readings, Attraction spells,Bring...
%+27788225528 love spells in Boston Psychic Readings, Attraction spells,Bring...
AI & Machine Learning Presentation Template
AI & Machine Learning Presentation Template
Crypto Cloud Review - How To Earn Up To $500 Per DAY Of Bitcoin 100% On AutoP...
Crypto Cloud Review - How To Earn Up To $500 Per DAY Of Bitcoin 100% On AutoP...
Abortion Pill Prices Tembisa [(+27832195400*)] 🏥 Women's Abortion Clinic in T...
Abortion Pill Prices Tembisa [(+27832195400*)] 🏥 Women's Abortion Clinic in T...
What Goes Wrong with Language Definitions and How to Improve the Situation
What Goes Wrong with Language Definitions and How to Improve the Situation
+971565801893>>SAFE AND ORIGINAL ABORTION PILLS FOR SALE IN DUBAI AND ABUDHAB...
+971565801893>>SAFE AND ORIGINAL ABORTION PILLS FOR SALE IN DUBAI AND ABUDHAB...
W01_panagenda_Navigating-the-Future-with-The-Hitchhikers-Guide-to-Notes-and-D...
W01_panagenda_Navigating-the-Future-with-The-Hitchhikers-Guide-to-Notes-and-D...
Payment Gateway Testing Simplified_ A Step-by-Step Guide for Beginners.pdf
Payment Gateway Testing Simplified_ A Step-by-Step Guide for Beginners.pdf
Abortion Pills In Pretoria ](+27832195400*)[ 🏥 Women's Abortion Clinic In Pre...
Abortion Pills In Pretoria ](+27832195400*)[ 🏥 Women's Abortion Clinic In Pre...
VTU technical seminar 8Th Sem on Scikit-learn
VTU technical seminar 8Th Sem on Scikit-learn
Artyushina_Guest lecture_YorkU CS May 2024.pptx
Artyushina_Guest lecture_YorkU CS May 2024.pptx
%in Stilfontein+277-882-255-28 abortion pills for sale in Stilfontein
%in Stilfontein+277-882-255-28 abortion pills for sale in Stilfontein
%+27788225528 love spells in Huntington Beach Psychic Readings, Attraction sp...
%+27788225528 love spells in Huntington Beach Psychic Readings, Attraction sp...
%in Hazyview+277-882-255-28 abortion pills for sale in Hazyview
%in Hazyview+277-882-255-28 abortion pills for sale in Hazyview
8257 interfacing 2 in microprocessor for btech students
8257 interfacing 2 in microprocessor for btech students
Architecture decision records - How not to get lost in the past
Architecture decision records - How not to get lost in the past
%+27788225528 love spells in Toronto Psychic Readings, Attraction spells,Brin...
%+27788225528 love spells in Toronto Psychic Readings, Attraction spells,Brin...
%in tembisa+277-882-255-28 abortion pills for sale in tembisa
%in tembisa+277-882-255-28 abortion pills for sale in tembisa
Using Lifestyle Data in Today's and Tomorrow's World
1.
USING LIFESTYLE DATA
IN TODAY’S AND TOMORROW’S WORLD
2.
2 Background One
of the most noticeable changes in business over the last 5 years has been the shift in power from businesses to consumers. The catalyst for this shift is unquestionably the amount of technology available and means of social amplification available to consumers. This has led to the domination of customer centric companies. These companies are putting data and insight at the heart of everything they do. However, with the explosion in available data, both structured and unstructured, there are two key challenges: 1. Obtaining relevant customer data 2. Making sense of it… CACI - the company I work for- has built itself on helping companies do just this. We all know that the way in which consumers interact with brands is changing at a higher pace than businesses have ever seen before. Customers demand information from businesses at the touch of a button, expect an immediate response to their needs and want their favourite brands to recognise them and engage them on an ever more personal level. The marketing fundamentals behind what a business should want to deliver to a consumer have not changed though; the right message at the right time, through the right channel. What has changed is the way in which this message is consumed, the channel of delivery and the speed a business is able to react to a consumer’s action and trigger such a message. Arguably, technology has been the biggest game changer in this area and the capability it enables. Many of the businesses that we, in CACI, work with have been keen to understand how this technology can work for them. Over the past 15 years we have helped a great number of our clients explore this, implementing new technologies and changing the way their marketing is delivered. We have been fortunate enough to have been part of great success stories. Recently we took the time to reflect internally and with clients on some of the common themes associated with these successes. The one consistent theme throughout was recognising the importance and use of data. The importance of data in any successful marketing operations is well documented. CACI has built its business in the UK on the foundations of being experts in consumer and location data. It is incredibly pleasing to see that one of the commonalties of success is so closely linked to our heritage and core competency. As we have helped our clients adapt to today’s (and tomorrow’s) world, some of the questions we help our clients with are how they use data, and increasingly what place does traditional lifestyle and segmentation data hold. © CACI 2014 www.caci.co.uk
3.
3 About the
Author Holly Puzylo – Senior Account Manager Holly has been working in CACI’s key client account team for over 4 years, helping clients such as Legal & General, RSPB and Post Office LTD drive value from CACI data and solutions. With a background as an analyst, Holly truly understands data and the importance of its application within a business today. Traditional uses of lifestyle data vs todays (and tomorrow’s). Traditionally lifestyle data has been used in marketing to support customer segmentation and profiling to help businesses effectively target and communicate with customers and prospects. So how are businesses using lifestyle data in today’s world? On the face of it you may think that the quick answer is that broadly these uses are the same: • Profiling to understand their customers and prospects • Clear customer and prospect segmentation to develop tailored marketing strategy • Behaviour modelling and prediction to identify the customers and prospects most likely to exhibit desired behaviour • Communicating to the rest of the business simply and clearly the personas of key customer segments • Target prospects who fit the profile of key customer segments and use consumer data to contact and acquire new customers and prospects • Enhance the information they hold on customers in order to support their marketing activities. However we have seen recently that the projects we work with clients on using lifestyle data are often notably different from that of years past. Read on to discover some of the ways CACI has been using lifestyle data in today’s technology driven world. © CACI 2014 www.caci.co.uk
4.
4 Profiling –
Keeping the variables current The biggest change we have seen here is the information companies want on their customers and prospects to help improve their understanding. If, 5 years ago, a client had asked me if we had data on how many of their customers owned a smartphone, unless they were telecommunications/electronics provider, I would have thought the question a bit obscure. What use will that be other than an indicator or tech adoption perhaps? However, recently I’ve been helping a client understand which of their customers own smartphones, who are regular users of these and which specifically use their smartphones to read their emails. This information is going to be a key input in profiling their customers and subsequent input into their mobile strategy. For specialist agencies, such as CACI, a key task is to constantly evaluate sources of data in order to recognise, search for and collect data points and variables that accurately reflect today’s consumer. And the pace to which the data will evolve had dramatically increased in the last few years. Similarly agencies also need to recognise where variables become obsolete and take up valuable space in a client’s database or profiling tool, and remove these – do you or your team really want to know which of your customer’s regularly buy VHS tapes or shop at Somerfield? Segmentation – Evolving consumer behaviours A cornerstone of a marketing team’s toolkit has long been customer segmentation. Grouping similar customers and prospects together in order to develop marketing strategies around these segments and then executing marketing activities tailored to each is marketing 101. Whilst the principles have remained the same over the years, segmentation has come a long way as many factors now help to shape and influence these changes. • We have seen increased data availability in the market covering a wider range of aspects of the consumer • Business know more about their customers than ever before covering their transactions and interactions across an increased number of touch points • The dimensions driving consumer behaviours and choices are evolving and are often more complex • The market places in which our clients operate are more competitive than ever before • In some cases legislative changes have forced businesses to work differently e.g. RDR in the Financial Services sector Increasingly lifestyle data has been seamlessly linked to both existing client data and other, more attitudinally focused research data. This means that the segmentations now delivered for clients are far more multi-dimensional than ever and agencies – such as CACI – are now able to incorporate all dimensions required with no compromise. © CACI 2014 www.caci.co.uk
5.
5 Enhancement –
Knowing who your customers are As the number of touch points that consumers interact with businesses increase, lifestyle data has become more important in maximising the channels that brands can use to contact their customers. We’ve seen in recent years many clients taking the insight gained from lifestyle data. Using this to identify who their customers are and then appending contact details to their customer base. By using lifestyle data, companies can also find out more about who their customers are; even if they only have limited information available, such as an email address. An awful lot of information can be provided through reverse appending an email address to lifestyle data. Take an electronics company for example whose products are largely sold through a network of 3rd parties. Their contact with their end customers is very infrequent and the data they hold very sparse. However we have been able to take the limited information that they do have- primarily an email address- and reverse append this to our own lifestyle data file to tell the company who their customers are. We, at CACI, are now investing in going beyond this to enable clients to take this into the online world too. These recent partnerships enable our clients to join up their offline and online activity like never before. Keep an eye out over the following months for more information on CACI’s DMP capabilities and what it will mean for your company. Personas - Socialisation of data in business Customer centricity is pushing each and every department of a business (whether customer facing or not) to understand their customers and key segments. Whilst perceptions and personal anecdotes may have in the past informed many employees about whom their customers were. The actual data available within a business on customers is now invaluable in proving (or disproving) these hypotheses; whether that is in terms of their internal metrics - such as transactions, engagement, value, cross product holding - or external demographic and attitudinal differentiators - such as age, income, online behaviour and lifestyle attitudes. In term of disseminating this information to the business and educating employees, not everyone is analytical so a profiler or spreadsheet just does not cut it. The socialisation of personas or pen portraits across the wider business means that more than ever these need to be succinct, clear and easily digestible. Ideally these should be no more than a page; combining infographics plus creative to build an emotive picture based on the key facts shown in the data. Everyone from the CEO to the shop floor should be able to understand these quickly and remember the key takeaways from this. © CACI 2014 www.caci.co.uk
6.
6 We have
seen the greatest changes in these recently in terms of the creativity applied to the presentation of the data. More and more the creative team at CACI are sat with our traditional techies pulling out the key insights from client’s internal behavioural data, lifestyle data and further research data. Allowing us to distil the key differentiators on each customer segment on to a beautifully presented page! CACI’s Lifestyle data itself often provides a great starting point as the new profiling tools pull out these differentiators to give a starting point in showing clients what is significant about their customers for them. Our system is easy to use so anyone can run a quick profiling exercise and within a week start to put together a customer persona either themselves or with our help to educate the wider business on exactly who their key customers are! Acquisition – Reducing the cost of gaining leads One of the core applications of lifestyle data is using the insight gained to shape targeted acquisition campaigns. The key customer segments and target prospects identified through profiling and segmentation can be used to build targeted acquisition campaigns and combined with CACI’s contact data universe they can be reached through direct mail, email, landline and mobile. Often when a client begins working with CACI on lifestyle data to accompany their acquisition efforts, they will focus on one channel. This may be led by organisational structures where different marketing teams will own different channels; or previous success in a channel. But, very often it’s ultimately due to budgets. We have seen in recent years, as our clients adopt a much more customer centric approach, that cross-channel marketing has been an area which can be implemented with relative pace and ease. Where clients have been using lifestyle data with single channel campaigns for a number of years with success, experience shows that it does not necessarily mean that the wealth of insight and knowledge gained from campaign results will apply directly to another channel. However with relevant and up to date lifestyle data you can ensure that any acquisition efforts suit the way that consumers wish to be communicated with in today’s world. Businesses should also not expect to get this right overnight (which may be the expectation from a budget holder!). However it should be said that with the right planning and testing we have seen some real success stories, with examples including clients reducing their cost per lead by up to 200% from getting the targeting and the mix of channels right. The huge amount of contact data available in CACI’s data universe combined with the insight gained from correct use of lifestyle data give anyone the flexibility to trial and test a mix of channels in their contact strategy. This has really worked where it was applied with rigour in the campaign structure and careful testing activity campaigns are evolving over time to find the optimum mix for each specific client and customer base. © CACI 2014 www.caci.co.uk
7.
7 Discover OCEAN
– CACI’s Lifestyle Data Ocean was the first lifestyle data product introduced to the UK back in 2000. CACI pull together information from over 20 independent partners to create a single and complete view of the 48m UK adult consumers. Across every adult are over 650 data variables covering: • Demographics – age, income, no. of children • Home & Motor – house type, no. of cars • Digital – internet usage, social networking • Finance – Savings, investments and product holdings • Lifestyle – interests and hobbies • Shopping – weekly spend, supermarket brands For decades CACI have been working with clients to evolve and improve Ocean and its lifestyle data capabilities, to meet the ever changing needs of clients in today’s marketplace. The way in which Ocean is used today has varied greatly from its traditional roots, and its ability to be woven into a business’s insight, marketing, digital and communications departments is increasing in line with the evolving needs of these teams. Ocean’s core functions have not changed but its use across an ever greater number of client challenges often with more complexity is growing and evolving. CACI have been at the forefront of developments in consumer data in the UK for over 35 years and recognise that for our clients its importance in business and marketing is only going to increase, which is why we continue to put data at the heart of what we do. If you would like to discuss how you can benefit from some of the new ways we are using lifestyle data, why not chat directly with Holly - hpuzylo@caci.co.uk © CACI 2014 www.caci.co.uk
Download now