industry presentation: smart data driven decision marketing

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3D MARKETING Data Driven Decision

Narayan Murthy Ivaturi

VP, Global Sales & Strategy

Vserv

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“People don't buy what you do; they buy why you do it. And

what you do simply proves what you believe.”

Simon Sinek Start with Why

How Great Leaders Inspire Everyone to Take Action

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THE GOLDEN CIRCLE

WHY

HOW

WHAT

WHY

This is the core belief

of the business. It's why

the business exists.

HOW

This is how the business

fulfills that core belief.

WHAT

This is what the company

does to fulfill that core belief.

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WHY

“Everything we do, we believe in challenging the status quo. We believe

in thinking differently.

We challenge the status quo by making beautifully designed products that are

simple to use.

We just happen make great computers.”

WHAT

“When you land on the Dell website it says, "Welcome to Dell!"

From there, you choose from

the "For Home" or "At Work" sections that tout "products designed

specifically for home use" or "business and public sector

products, services, and solutions."

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People do what they want to do. Not what they have to do.

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RATIONAL

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BELIEF

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BELIEF EMOTION BEHAVIOR

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SECRET IS IN BIOLOGY… NOT PSYCHOLOGY

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people do what they want to do. not what they have to do.

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ARE YOU LISTENING TO THEM… DO THEY SHARE

YOUR CORE VALUES?

WHAT DRIVES THEM

TO BUY & REMAIN LOYAL

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consumer is communicating

for future

i need

now

not sexy

i believe

i want

listen

reflection

I trust

healthy

clarity

expensive

&…

exciting

service

cool

!#!

change

new

price

thumbs up

thumbs down

aha!

??

secure

Tch!

quality

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COMMUNICATING THROUGH INTERACTIONS

ads i like

games i play

apps i use

websites i surf

products i searched

city i stay in

products i like

devices i use

devices i use

my gender

my gender

do i buy online

data connection

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INTERACTION INTENT

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BIG DATA IS STORING ALL THESE INTENT SIGNALS

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BUT…

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more marketers today (87%) than in 2013 (46%)

consider data the most underutilized asset

in marketing organizations

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WHEN IT COMES TO DATA DRIVEN DECISION MAKING MOST OF US SUFFER FROM…

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OVER-LOOKING CLEAR DATA

Earner Burner

Precise Spray

Real-time Legacy

Whole Siloed

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DATA HAS PUT CONSUMER AT THE CENTER STAGE AGAIN

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intent signal = big smart data

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500Mn+ Unique

user profiles

80+ Attributes

25+ User personas

VSERV SMART DATA ENABLED BY TIEUP WITH LEADING LOCAL TELCOS

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HASHED IDENTIFIERS TO IDENTIFY, TARGET & RETARGET USERS ACROSS MOBILE ECO-SYSTEM

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VSERV SMARTDATA

VSERV SMART-RT

Re-target your prospects

across mobile ecosystem through

encrypted mobile number

VSERV SMARTCONNECT

Re-engage with your consumers

through mobile display ads

as a new CRM channel

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THANKYOU

Smart Data led Results

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industry presentation: smart data driven decision marketing

Presentations & Public Speaking

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core belief

people dont

sexy i

future i

designed products

core values