data driven communications

© 2014 Zuni | All Rights Reserved | Confidential

Data Driven CommunicationsPresented to RMIT, 12 August 2014


Co-owner & Client Relationship Director of specialist digital agency Zuni

Current clients include Michael Hill, NRMA, TAFE, Macquarie University, Lend Lease, Suncorp, Westfield, Roche

20 years agency-side experience

Hi, I’m Valentina


DATA’s importantVERY


Document the business objectives and the expectation of digital’s role in achieving them, as well as current asset performance

Understand key target audiences, their online behaviour and determine how they use digital as part of the customer journey to purchase / engage with the product / service

Review the broader market and competitive environment

Develop an overarching framework that outlines how the various elements of digital work in harmony to achieve the objectives

Develop specific executional plans that can be implemented

Digital Strategy Process

Map out how the target audience uses digital channels to engage with the problem area / solution options and brands, focusing on understanding their digital behaviour and requirements.

UNDERSTAND THE TARGET AUDIENCE

Key areas of focus :• What does the customer journey

for the product / service look like • How is digital used as part of that

process • What users want – functionality,

channel and content• Differences between target

audiences • Frequency of visits

• Review all current information on target audience

• Market knowledge of the product and audience

• Online surveys– On own website– Via email

• One-on-one interviews

• Qual vs Quant – depends on what you’ve already got

UNDERSTAND THE TARGET AUDIENCE-METHODS


Data in MarketingTrends


What is Big Data?

• Not an Excel Sheet

• Lots of data that can’t be easily managed or manipulated

• Layers of data that if mined for the insights are extremely

valuable

• Know more about the customer and their habits


• Realistically, most businesses have little or no use for big data

• Large organisations will benefit the most

Long drive through queue

Short drive through queue

Electronic menu board displays quick to

prepare items

Electronic menu board displays higher-

margin, longer to prepare items

Should I be concerned?

Data Sources

• NAB customer data

• Census data

• Spending data from

Quantium

peoplelikeu.com.au

Case Study

http://www.peoplelikeu.com.au/


Basic email sendingBasic reporting

PERSONALISED CONTENT: Segmented based on purchase behaviour

1:1 CUSTOMER EXPERIENCE: When the customer wants, in the channel they want, based on behaviour in multiple channels

TOO

LSET & IN

TEGRATIO

N

TIME & DATA CAPTURE

Data Enabling Personalisation

Personalisation

Purchase history makes up my weekly offers

Localisation

Creating Relationships

Other retail examples: http://ibm.co/NwiIxx

Case Study


Data you can leverage for personalisation

Site Behaviour Variables

• Customer v Prospect• New v Return visitor• Previous Visit Patterns• Previous Product Interests• Search• Previous online purchase• Previous campaign

exposure• Previous campaign

response

Environmental Variables

• IP address• Country of Origin• Time Zone• Operating System• Browser Type• Screen Resolution• Demographic Layer

(income, age)

Referrer Variables

• Referring domain• Campaign ID• Affiliate• PPC• Natural Search• Direct / bookmark

Temporal Variables

• Time of Day• Day of Week• Recency• FrequencyOffline Variables


Case Study


Sources azumio.com, runkeeper.com, quentiq.com

Sleep Time (Azumio) app

Runkeeper app

QUENTIQ platform – wearable sensors and app

Quantified Self


Quantified Self


Know your customer journeyDiscovery/ Awareness

• General internet usage

• Paid Media – including traditional media like pamphlets

• Search / Google• Social networks• Word of Mouth:

Forums, Reviews, Blog sites

Consideration

• SEM: Search terms around location, open times, offers and deals; alternatives to gym location (ie independent group exercise)

• Social media spaces: View experiences & recommendations of others in network

• Word of Mouth: your go-to person (someone you know, in the know), water-cooler chat

• Your Product: free trial / offers, try before you buy PT offer

Final purchase decision

• SEM: Search terms around location best options and flexibility

• Ongoing Support: Meeting and surpassing your fitness goals; nutritional support, plan reviews

• Social Aspect: onboarding process, team introductions, support network creation

• Your Product: free trial / offers, try before you buy PT offer; investigate range of membership offers and onboarding offers; member-get-member offers

Experience & advocate

• Your Product: Content engagement through VALUE for the customer (recipes, meal plans, at home solutions)

• App integration: wearable technology information & success – understanding of personal achievements and assessment

• Social media spaces: Recommend & share, part of a community


Comms

DecisionsData


Results• 1.7million app downloads in first 3

months (iPhone & Android)• Customers who shop both in-store &

online spend 70% more than customers who shop solely in store

Emails – exclusive member discounts

Mobile app with in-store shopping– Shopping lists ordered by aisle of local

store– Bar code scan products to add to

shopping list– Track fuel vouchers & savings– My specials – offers designed around

things customers buy most– Health & wellbeing content– Recipes – add ingredients directly to

shopping list

See more here http://vimeo.com/52191517

Data, Data, Data

http://vimeo.com/52191517


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Super Applications


Questions

Valentina BorboneClient Relationship Directore: [email protected]: www.zuni.com.au p: 02 9516 5480t: valentina1975l: au.linkedin.com/in/valentinaborbone/

mailto:[email protected]

http://www.zuni.com.au/