• The new marketing trends generate new

data sources

• Compete with analytics

while remaining agile

SURFINGTHE BIG DATA

WAVES

Part 1 :Recent

Innovations & Trends

Part 1 :Recent

Innovations & Trends

THE PERFECT STORM

You are in the middle of a media revolution

Relevance and context are king

• The people I am talking too

• The things I am doing

• The things I like

• The places I am now

It’s about my agenda

You can create personal magazines. It turns easy if you collect the right data

Discover

Shop

Share

Participate

TV( moving images) remain kingBut it’s different

Video turns interactive and direct

8

You can offer free wifi and boost personalised marketing

•a one-time mandatory registration.

•collect and analyze data from mobile users.

•The basis of the mobile marketing approach.

•Send information about the company and its products,

With I beacons you can create a personalized contact in retail branches and stores

Apps are part of the ecosystem

• Create awareness - Generate revenue- Gamification- Create retention - Showcase new products- Communicate deals and promotions

If she had a wrestband? What could you measure?

Mobile sensors allow contextual offers and services towards your customers

MultitouchAmbient lightProximityAccelerometerGPSMoistureMicrophone Camera sensorBluetooth

MagnetometerTemperatureGyroscopeMotionFinger printAltimeter3D depthHeartbeatOdor sensorsMood sensors

Conclusion: Strategic data can be anywhere,

be structured & unstructuredContain text, sound, images, measurement-

signals….

SOCIAL MEDIA

(conversations and sharing

posts of billions of people)

SOCIAL MEDIA

(conversations and sharing

posts of billions of people)

DIGITAL DATA

(webanalytics )

DIGITAL DATA

(webanalytics )

MOBILE SENSORS/ I-BEACONS

MOBILE SENSORS/ I-BEACONS

ERP /

CRM/finance

ERP /

CRM/finance

SOCIAL MEDIA

(conversations, posts of billions of people)

SOCIAL MEDIA

(conversations, posts of billions of people)

..the volume and velocity of the data require new methods and tools to

handle them… talk to experts of Wizata and Microsoft

DIGITAL DATA

(webanalytics )

DIGITAL DATA

(webanalytics )

MOBILE SENSORS/ I-BEACONS

MOBILE SENSORS/ I-BEACONS

ERP /

CRM/finance

ERP /

CRM/finance

3 sectors in turmoil…Retail, Finance, Health ….

Challenges in banking and insurance marketing

• Banks must regain trust• Game changers arrive – Mobile

payments• Belgium is too small for 4 big banks• Banks first cost concern are

branches– Reorganizing existing– Closing

• Compensate for decreasing proximity and or lack of personal contact– Via web-based cross selling ?

Challenges in banking and insurance marketing

Weaknesses of big banks– Lack of strategic branding

• Where does my brand stand for and how can I add unique values for the consumer

– Cost reduction is a key driver and technology the means

– Silo thinking– Big projects with a holistic

approach and complex project management

– A lot of the concepts have no proven ROI in banking – what Amazon does doesn’t work in banking

Challenges in banking and insurance marketing

Solutions– Offer consistent experience

in all touchpoints– Increased customer intimacy

and personalisation via personae

– Data analysis for offering strategy

– Gamification

Challenges in Healthcare Marketing

• Welcome to the real world • Patients turn into experts and

seek responses on the net – His Critical mind is fed

• 75 % of treatments don’work

• Evaluate your docter on-line• Score your hospital

– Devices too track health

• Treatment compliancy tracking needed

• Heavy pressure on margins– Generic products

Challenges in Healthcare Marketing

• Producers are losing contact with traditional prescribers

• Alternative distribution– Web– Non pharma

• Replace by e-crm?• Decided on optimal contact

frequency and mix• Efficiency of media

– Events?– Face-to face?– Direct mail / e-mail?

• Need to indentify key opinion leaders

Challenges in Retail Marketing

• Differentiate or die– How to be different on-line– Unique experience– Cost strategies

• Keep the customer connected– Emotional– Digital

• Mobile developments– Mobile payments– Relevance of offers

/Geolocation?• Manage the proximity paradox

– Web shops and proximity

Chapter 2:Quid

marketing strategies?

Chapter 2:Quid

marketing strategies?

Companies turn into media companies

Entertain me please • The Coca Cola Company wants to excell in storytelling = Project Content 2020

• From creative excellence to content excellence

• Brand stories are liquid stories that provoke conversations

• Deeper emotional connection via “Live Positvely” message

• Key drivers– Double consumption by 2020– Technology

Companies turn social • The followers of Unilever's social-

media feeds will be driven toward a new website that promotes the brands' social-mission stories and urges consumers to make small changes in their own lives—changes that generally involve buying Unilever products.

• The world's No. 2 consumer-goods company will roll out the campaign simultaneously across Brazil, Indonesia, India, the U.K. and the U.S. from a command center in London.

Be Good for me

Companies turn social

Be Good for me

Chapter 3: How about

CRM strategies?

Chapter 3: How about

CRM strategies?

Make a customized offer

right now

Make a customized offer

right now

Keep track of ho gets what and

personalize

Keep track of ho gets what and

personalize

Treat different customers differently

Treat different customers differently

What will the customer do next

What will the customer do next

Respond to a customes activity

Respond to a customes activity

Get everybody in one place

Get everybody in one place

Real Time offers

Real time optimiszation

Predictive models

Institutional action

Campaign management

Predictive action

Event triggers

Differentiated action

Segmentation

Key targets / segments

Customer database

Data in order

Ladder of analytical applications for marketing

Source : Analytics at work – Davenport, Harris, Morison

FROM MASS COMMUNICATIONTO OMNI CHANNEL DIALOGUES :A OVERVIEW

Source : agile.com

Advice Nr 1 : Work on branding relevance and differentiation

• What is said about your brand?• What is the organic search for your brand and its product category ? Is it talkable?• Trends?• What do your consumers do? What sites do they visit, what events? Who and what are they influenced by• Where does your brand stand for? What role does it want to play in the life of the consumers / segment • What touchpoints do they use. Rank the importance and how you differentiate in the experience

BUILD UNIQUE EXPERIENCES

BY PLANNING FOR THE REAL WORLD

Graph by Brian Solis

Source : agile.com

CHAOS SILO

DATA PROCESS

Advice Nr 2 : Ask yourself the question where you want to be. What risk, be an early adopter or not, best way to invest?

360° VIEW

360° VIEW

YOUYOU

DATA VIEW

Define the Olympic minimum for your sector and seek ways to differentiate

• Example : Banks– Use Responsive web design is a

must – tablet penetration at 50 % soon

– Must offer consistent experience in mobile touchpoints and F2F.

– Must offer e-CRM supported account openings at a distance

– Must offer document retrieval – Must work on 360 degrees view– But other features must be chosen

in function of branding strategy• Gamification of risk profiles• Peer comparisons• Social sharing• Recommendations • Distribution strategy• Non intrusive web cross sell• Need for personae

Chapter 4How do your

marketing colleagues

feel?

Chapter 4How do your

marketing colleagues

feel?

75 % of companies have difficulties in making decisions around analyzing data

Source KPMG international D&A survey , August 2013

Biggest barrier to implement aBig data strategy is identifying which data to collect

Source KPMG international D&A survey , August 2013

85% agrees that the biggest challenge is implementing the right solution to analyze and interpret data

Source KPMG international D&A survey , August 2013

The biggest challenge of all are corporate culture and IT barriers

Source = ME

CONJOINT ANALYSIS

CONJOINT ANALYSIS

Lifetime value analysis

Lifetime value analysis

Multiple regression

Multiple regression

Pricing optimization

Pricing optimization

Text analysis

Text analysis

ChaidChaid

Data Silo’sData Silo’s

Lack of IT Support

Lack of IT Support

Lack of data Analystprofiles

Lack of data Analystprofiles

Need for speedNeed for speed

Pricing optimisation : the case Join by wizata – lead time 3 weeks

Work around IT barriers. See how we can help you planning for the real world in real time.

Identify Key opinion leaders in sustainable

food?

Identify relevant topics and wording for sustainable

food?

Collect insights at warp speed?

Identify Key opinion leaders in sustainable

food?

Identify relevant topics and wording for sustainable

food?

Collect insights at warp speed?

Pascal Tack

• Owner at Tippingpoint.be

• Former direct marketing manager at Citibank Belgium

• Direct marketing, CRM and General Marketing Management at Deutsche Bank Belgium

• Business Manager, Partner and Strategic Director at I-Do and Famous– Working on Belgacom, Proximus, Axa,

Nieuwsblad, Toyota, Sheba pet foods, Dela Insurance, Inbev, Perfect Draft…

•Winner of the first Belgian Direct Marketing Grand Prix in Cannes with I-DO in 2005

• Business Manager of the Most Efficient Agency of the Year ( Award by shortlist in 2006- I-DO)