building brands with smart data
TRANSCRIPT
BUILDING YOUR BRAND FROM SMART DATA
nitin sharma 26.05.15
3 confessions
in 20 minutes
+ #confession1i don’t know much about smart data
COMPLICATED
***S***F ing
“smart data is big data that’s gone to Marketing School”
© Nitin Sharma, 2015
“smart data is big data thatgoes to marketing school”
© nitin sharma, 2015
“smart data is big data thatgoes to marketing school”+ insights
=
brand
brand +smart data
DEMOGRAPHIC sexage
locationeducation
occupationincome
marital status
• Woman • 25-‐34 years • Dubai • Graduate • Junior Manager • AED 100,000 p.a. • Married
DEMOGRAPHIC
attitudesopinionslifestyle
PSYCHOGRAPHIC values
• Woman • 25-‐34 years • Dubai • Graduate • Junior Manager • AED 100,000 p.a.
• Mother of two • Lives in Bur Dubai • Aspires to study further • Highly meticulous & ambitious • Fiercely financially independent • Struggles to balance home with work • Misses having time for herself • Has 3 credit cards • Rarely goes out partying with friends • Can’t afford a baby-‐sitter • Occasionally splurges on self pampering • Very heavy user of technology, especially smartphones • Often shops online • Active on social media: Uses FB & Twitter
Mary
PREDICTIVE ANALYTICS
DEMOGRAPHICPSYCHOGRAPHIC
USAGE
what
wherehow muchhow often
when
DEMOGRAPHICPSYCHOGRAPHIC
USAGELOCATION
wherewhat forhow far
with who
DEMOGRAPHICPSYCHOGRAPHIC
USAGELOCATION
BEHAVIOUR
what siteswhat pagestime spent
links clickedsearches made
content accessedapps on phone
devices
phone numberpersonal information
call logs
KNOWS EVERYTHING
DEMOGRAPHICPSYCHOGRAPHIC
USAGELOCATION
BEHAVIOUR
+ #confession2i wish we shared data
transact
ion
feedbac
k
loyalty
social
registra
tion
transact
ion
feedbac
k
loyalty
social
IT
online team
frontline sales
loyalty dept
customer care
registra
tion
transact
ion
feedbac
k
loyalty
social
IT
frontline sales
loyalty dept
customer care
online team
registra
tion
transact
ion
feedbac
k
loyalty
social
IT
frontline sales
loyalty dept
customer care
online team
registra
tion
“smart data is big data thatgoes to marketing school”+ insights
=
brand
listenlistenlistenlistenlisten
+ confession#3i’ve failed with smart data
ask the right questions
start with small data
DATA IS CHANGING CONSTANTLY.
3 confessions
in 20 minutes
thankyou