Download - Antwerp Management School - Guest College
Transcript
- Dear Marketer BRING THE LOVE BACK Marketing
- DATA
- Omni channel
- Thomas Cook Belgium TEDx Flanders Social Marketing Forum 20 years experience Consultant Innovation & Marketing Projects Evolution Founder HANS SMELLINCKX Omni-channel Marketing Social Media E-mail Marketing CRM Digital Marketing Mobile Marketing Blogger Metrics, KPIs & dashboarding Branding & Reach Twitter.com/hanssmellinckx
- Some of My References
- Brands need to engage
- Once upon a time
- Passion Socially embedded Shop owner Human Expert
- Including: a TOM study aka proof that you did a good job the same shit as last year Kotler based
- Surprise Stand out
- Whats your Happiness index?
- Detect change!
- DATA
- 20 25 year old Female Student Single University student No children Lower social class
- ENIAC Electronic Numerical Integrator And Computer
- DATA DATA WAREHOUSE BIG CRM BI
- ROADMAP
- 75% Of seniors say their company is data driven
- 65% (Big) Data not part of the strategy
- 56% Organisational silo biggest barrier
- Challenges
- Organisation silos
- Technical debate
- People skills Tools technology
- Nobody understands
- Simply possessing stores of data does not automatically distribute your marketing spend into the right channels and generate an impressive ROI Jon Baron CEO Tagman
- 1 CONNECT
- Perfection Does not exist
- TIME
- 2 SEGMENTATION
- Socio demo
- Socio demo employment Maritial status gender age education Social class
- Simple Filter
- COMPLEXITY Degree of ROI Real-time (social/mobile) Behaviour criteria Behaviour criteria Lifestyle criteria (Buying) history Socio demo Excel access TIME SAP Oracle / IBM
- Confirmed behaviour Unknown future behaviour
- Visualise it! http://projects.nytimes.com/census/2010/explorer
- Visualise it!
- We need Mad men Mad scientists
- HANS SMELLINCKX 30 something omni-channel marketer Contact me! www.twitter.com/hanssmellinckx