filip corne - jump-start your datadriven marketing

Download Filip Corne - Jump-start your datadriven marketing

Post on 18-Nov-2014

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Volgens Wileys ‘Data Driven Marketing for Dummies’, moeten bedrijven alle beschikbare data gebruiken om klanten tevreden te houden, nieuwe prospects te bereiken en efficiënter te verkopen. Daar zal het iedereen het mee eens zijn. Maar hoe je vanaf het begin af aan al de juiste keuzes maakt, dat is een heel ander verhaal. In zijn presentatie legt Filip in 30 minuten uit wat de belangrijkste onderdelen zijn van een effectief en schaalbar data driven marketingprogramma.

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  • 1. Jump StartYourData DrivenMarketing

2. And how to make sure ......you get to the finish? 3. Single CustomerViewData is a reflection ofrealityBrandInteractionsDefine yourWorkVisualizeListenAct 4. Single Customer View 5. Webshop ERP CRMMarketingMATCensusNielsenResearchSales FinanceExternalPlatforms 6. SO..TEAR DOWN THE SILOS? 7. OR ... CONNECT THE SILOS!ERPCRMContact CenterKioskMIPBI 8. Data is a reflection of reality 9. Reality is dynamic,so is data Reality has manylayers, so has data Think Triggerbased, notCampaign based 10. STATICDATADYNAMICDATA Deep Historic Data Record of past Interactions Inaccurate due to latencyProvides Value &Behavourial Insights Interaction/Session onlydata No records of other channelInteracons Accurate up to lastclick/conversationProvides ContextualInsights 11. SCV + Static Data + Dynamic DataEnable Marketeers to understand Right Channel (static) Right Person (static) Right Message (context) Right Time (now) Right Incentive/Margin (value) 12. Brand Interactions 13. Interactions areleaving digitaltraces Most traces getlost in time Provide ContextualInsights 14. Define your Work 15. Calculating ROMI Youll need the R forReturn And the I forInvestment Rather IncrementalReturn 16. Visualize 17. 1 Graph speaks athousand words But alwaysremember 18. Act 19. Use ALL channels Old & New A/B testing &Control Groupsshould be used atleast twice a year 20. Listen 21. The most importantpart in a relationship And remember youhave lots of ears... 22. Thank You for Listening