filip corne - jump-start your datadriven marketing

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

Jump Start Your

Data Driven Marketing

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

...you get to the finish?

And how to make sure ...

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

Single Customer View

Data is a reflection of reality

Brand Interactions

Define your Work

Visualize

Listen

Act

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

Single Customer View

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

Webshop ERP CRM

Marketing

MAT

Census

Nielsen

Research

FinanceSales

External

Platforms

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

SO..TEAR DOWN THE SILOS?

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

OR ... CONNECT THE SILOS!

Contact Center

ERP

CRM

Kiosk

MIP

BI

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

Data is a reflection of reality

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

Reality is dynamic, so is data

Reality has many layers, so has data

Think Trigger based, not Campaign based

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

STATIC DATA

DYNAMIC DATA

Deep Historic Data Record of past Interactions Inaccurate due to latency

Provides Value & Behavourial Insights

Interaction/Session only data

No records of other channel Interacons

Accurate up to last click/conversation

Provides ContextualInsights

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

SCV + Static Data + Dynamic Data

Enable Marketeers to understand

Right Channel (static) Right Person (static) Right Message (context) Right Time (now) Right Incentive/Margin (value)

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

Brand Interactions

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

Interactions are leaving digital traces

Most traces get lost in time

Provide Contextual Insights

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

Define your Work

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

Calculating ROMI

You’ll need the “R” for Return

And the “I” for Investment

Rather “Incremental” Return

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

Visualize

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

1 Graph speaks a thousand words

But always remember

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

Act

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

Use ALL channels – Old & New

A/B testing & Control Groups should be used at least twice a year

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

Listen

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

The most important part in a relationship

And remember you have lot’s of ears...

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

Thank You for Listening