How can social data help?

1. Jessie Paul
REMARKETING:
ENGAGING YOUR
CONSUMERS ONCE AGAIN

2. Once you like it. Or not.
Almost the whole
page is occupied with
ads based on my
digital footprint
But they’ve been on
my screen for so long,
I barely notice them
any more

3. Awareness OR Persuasion
RETARGETING REMARKETING
SAME MESSAGE NEW
CHANNELS
NEW MESSAGE

4. How can social data help?
Product
- Individualize
- Present a subset
- Recommendations
Pricing
- Custom bundling
- Individual offers
Place
- Where to sell
- When to sell
- Where to advertise
Positioning
- Segmentation
- Lead features
- Messaging
Customer
- Predictive offers (based on purchase history)
- Custom service level (based on consumption
markers)
- Advocacy Requests

5. Ambulance chasing or being
proactive?
Bad Behaviour Good Behaviour
Views = Purchase Intent Cap Impressions
Same message Different messages, based on
social data
No link to purchase behaviour Real-time link to purchase
behaviour
No context Contextual to media

6. The Omni-channel customer
Customer Profile Usage Data Preference Data Affinity Engine
Recommendation
Engine
Pricing &
Payments
Product
Customisation
Messaging
3rd Party
Information
Social
Platforms/User
Groups
DIGITAL OUT-OF-HOME IN-HOME SENSORY LOCATIONAL
PEOPLE, PROCESS, TOOLS
NONE SILOED AD-HOC MANUAL
INTEGRATION
AD-HOC AUTOMATED
INTEGRATION
PARTIAL AUTOMATIC
INTEGRATION
FULL INTEGRATION
SEAMLESS AND
REAL-TIME FLOW
PROCESS READINESS

7. Key Takeaways
Add value through psychographics,
demographics, sensorial, locational
Individual not just customised
Automated not automatic
Contextual not generic

8. All rights reserved.
No portion of this presentation may be excerpted or reused without the author’s written permission
Writer: n A person entrusted with managing a tea
or coffee estate including the marketing and operational
management. A trusted advisor of the estate owner.
Origin: Colonial English.
Paul Writer: n A trusted advisor to brand
owners.
West African symbol or adinkra for “help me and
let me help you”
Thank You