data driven marketing - inspiration & steps to move forward
TRANSCRIPT
Data Driven Marketing #SMWCPH
# S M W P R O P E O P L E
PROPEOPLE GROUP
+ + +
A Digital Agency founded in technology, driven by data and
focused on great user experiences.
350 specialists Located in 10 countries:
Denmark, Sweden, Austria, Germany, Bulgaria, Moldova, Ukraine, Brazil, US and Vietnam
Who am I?
Gus Murray #Australian #DigitalStrategist
@gus_murray
#Hugo
What you’re in for today:
01 What is Data-Driven Marketing? 02 Strategy 03 Objectives 04 Action 05 Inspiration
# S M W P R O P E O P L E
#1 What is Data Driven Marketing?
“If you live in Chicago, Amazon doesn’t have to know it’s snowing,
but they know you’re neighbour just bought a shovel and eight
pounds of salt” - Russel Glass, The Big Data-Driven Business
WHAT CHANGED?
= OPPORTUNITYABILITY TO MEASURE
TOOL COSTS
COST OF PROCESSING /
STORAGE
What would your marketing look like if your customers signed your
paycheque? - Ann Handley, Marketing Profs
THE MODERN DAY MARKETER - DR JEKYLL AND MR HYDE
PART ARTIST
PART SCIENTIST
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WRITTEN CONTENT
PERFORMANCE TRACKING
VISUAL ASSETS
SOCIAL MEDIA
EMAIL MARKETING
OPERATIONS
ANALYTICS
CAMPAIGN PERFORMANCE
01 Why | Improve Delivery - Conversion
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C = M + V + (I - F) - AMotivation
Value Proposition
Incentive
Friction
Anxiety
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02 How | Explore the niche.
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03 Where | It’s about the Journey, not the destination.
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EKSPRES
BANKCONSUMER
EXPERIENCE SPACE
BRAND CONSUMER
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BUY
EXPERIENCE ADVOCATE
CONSIDER
BOND
EVALUATE Consideration
Loyalty
Bonding
Post-Purchase Experience
Purchase
Evaluation
“You need to understand who these people are in the business world, and where they are in that
buying process. If they’re very early, you don’t want to serve them
messages or content low in the funnel.”
- Russell Glass, Head of B2B product for LinkedIn
OBSTACLES ARE THOSE FRIGHTFUL THINGS YOU SEEWHEN YOU TAKE YOUR EYES OFF YOUR GOAL.
#2 Build your Strategy - Action Plan
OFFERS, COUPONS, CHANNEL SPECIFIC
SALES
# S M W P R O P E O P L E
ONLINE // OFFLINE
INVENTORY & PURCHASING
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PRESENT WHERE YOUR CUSTOMERS ARE
CUSTOMER SERVICE
The three pillars of KLM’s social strategy are:
1.Service. 2.Brand and reputation. 3.Commerce.
# S M W P R O P E O P L E
ACTIONABLE DATA FROM SOCIAL
WEBSITE ACTIVITY
PURCHASE HISTORY
PROFILE INFORMATION
EMAIL INTERACTION
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STRATEGY FRAMEWORK
CREATE GOALS
DETERMINE ASSETS
LEARN & REPEATTEST
HYPOTHESISCREATE
HYPOTHESIS
#3 Set your Objective, Targets & KPIs.
04 Data Framework - Approach
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METHODOLOGY: C.O.R.E.
CUSTOMER EXPERIENCE
OPPORTUNITY
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REVENUE
EXPENDITURE
THE POTENTIAL POSITIVE IMPACT ON THE USER’S EXPERIENCE
CUSTOMER EXPERIENCE
OPPORTUNITY
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REVENUE
EXPENDITURE
METHODOLOGY: C.O.R.E.
AMOUNT OF USERS AFFECTED
CUSTOMER EXPERIENCE
OPPORTUNITY
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REVENUE
EXPENDITURE
METHODOLOGY: C.O.R.E.
THE POTENTIAL FOR THE IDEA TO IMPACT REVENUE
CUSTOMER EXPERIENCE
OPPORTUNITY
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REVENUE
EXPENDITURE
METHODOLOGY: C.O.R.E.
THE COST AND THE SPEED WITH WHICH IT COULD BE IMPLEMENTED
CUSTOMER EXPERIENCE
OPPORTUNITY
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REVENUE
EXPENDITURE
METHODOLOGY: C.O.R.E.
#4 Don’t decide what to do, but what to do first.
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Example:
IDENTIFY PROBLEM SECTIONS
IDENTIFY USER PAIN POINTS
TEST
#5 Inspiration
What drives your earned media? Traditional vs. Social
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COMMUNITY FORUM POST 99 NEW & 48 REPEAT SALES
1 BLOG POST 90 NEW & 63 REPEAT SALES
TRADITIONAL EARNED MEDIA 894 NEW SALES & 403 REPEAT SALES
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COMMUNITY POSTS HAD AN EVEN STRONGER INFLUENCE ON BLOG POSTS
BLOG POSTS HAD AN INFLUENCE ON TRADITIONAL MEDIA COVERAGE
SALES WERE BEING PRIMARILY DRIVEN BY COMMUNITY ACTIVITY
What’s one of the best predictors of human behaviour?
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How do you get people to share a brand that most users prefer to
keep secret?
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How can we understand user behaviour offline?
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“We must move from numbers keeping score to numbers driving
actions.” - David Walmsley, Marks and Spencer
Any Questions? Thank You
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