more sales from site and social dataTM

introduction to predictive analytics for marketers. this is a takeaway deck with descriptive text.contact us for the real thing in person!

"Technology enables us to create better intimacy."

- Mindy Grossman - CEO, HSN Inc.

In 2012, Target sent baby product coupons to a teenage girl in Minneapolis*.

Her father angrily asked the store manager, “Are you trying to encourage her to get pregnant?”

*Source: http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?smid=pl-share

“She’s due in August. I owe you an apology.”

Two days later when the store manager followed up, the father had a surprising response.

“Privacy breach...”“...Disturbing”“Creepy...”

Marketers were vocal with their disapproval.

But behind closed doors they asked,

“How can we do that?”

The early days of parenthood are one of those windows. The key is to reach them before the baby is born and the parents

get flooded with advertising.

Enter predictive analytics. Target’s data scientists built a model to identify pregnant women based on purchases like unscented lotions and soaps (2nd trimester), hand sanitizers and washcloths (3rd trimester).

Why is this valuable? Because people buy on habit. And outside of a few brief windows in life, it’s hard for marketers to break those habits.

shopper recommendation engine

data

recommendation

Big retailers now have data scientists on staff turning data into recommendations to drive sales.

“It’s like an arms race to hire statisticians nowadays.” - Andreas Weigend, former Chief Scientist, Amazon

Three companies used predictive analytics to redefine retailing for books, movies, and music...

...while others are simply storing data or following dashboards. What does it take to do big data right?

Technology Data Sciences Marketing

Making data work takes three disciplines pursuing the same goal under one roof.

And you need the right data. On the right terms. What does that mean? ...

relevantpersonalizedanticipated

Seth Godin summarized it best in his 1999 book Permission Marketing. The strongest messages are

Respect for privacy is one of our founding pillars. Want proof? Our Chief Science Officer helped write the privacy act for the Digital Analytics Association.

The best data is private. It requires permission.

Scraped data isn’t often accurate or complete. And cookies are more than just creepy - The Federal Trade Commission and the EU are clamping down hard with privacy policies.

The auth-in is the key. Really valuable data can’t be scraped or bought; it needs to be user-authorized.

data

recommendation

auth-in

shopper recommendation engine

Will people auth-in? Yes, if they find value. eMail marketing and loyalty programs prove it.

How many of your fans and customers will auth-in? Every brand is different. We’ll find out before we build anything.

Auth-in... authentic data... see what we did there? Welcome to Authintic. We are Analytics technology for permission marketing.

more sales from site and social dataTM

What’s in store for 2013? Here’s what our CEO heard in his interviews with retail execs at the National Retail Federation’s Big Show.

You have millions of social fansNow what?

3m

102k

6m

303k

10m151k

Brand buildingCustomer serviceSales?

scraped data

twitter followers twitter followings name gender facebook check-ins wall posts to brand

name email age gender likes interests friends activities check-ins wall posts education events location hometown relationships subscriptions friend likes friend interests and 45 others

permission data

The best data is private

It requires permission

But you don’t want more data. You want more sales, loyalty and retention.

You can earn it through smart targeted marketing. Not with the same message to all shoppers.

data

batch & blastsegmentation

behavioral targeting

network marketing

conversions

What if you offered autofilled registration and included behavioral social data instead of a blank form? Would it create more intimacy?

“We’re ruled by the algorithm--be it Google, Amazon, or Netflix.

We make decisions that we think are free will but are in fact driven by the recommendations we get--choices that we never would have otherwise considered.”

- Lee Maicon, SVP Insights and Strategy, 360i

“2013 will see the acceleration of a shift to behaviorally targeted marketing (in all channels) over older, less efficient media.”

- Jonah Bloom, Chief Strategy Officer, KBS+P

“Listening will balance with interpreting.”

- James Roberts, Chief Strategy Officer, Partners + Napier

From How Marketing Will Change in 2013: The Strategic Forecast - Fast Company Co.Create

Where do we begin? Advise, Implement, Optimize.

Decision VelocityWhat is the average time between data discovery (Eureka!) and execution on that data? How does this timing influence action?

Data VelocityHow long between data capture, access, analysis, communication and action?

Data UnityHow much and what data is stored? eMail, CRM, social, consumer, web analytics?

Data GranularityAre attributes about individuals stored and accessible? Can you map each consumer lifecycle across channels?

Data AccuracyDo you trust the data? Is it consistently accurate and likely to be believed?

If you knew who your best customers were, how would you treat them differently?

Contact us to start the advise step today.

Our CEO built interactive ad agencies and handled digital strategy for the world’s top brands. He has worked closely with Facebook since 2007.

Andrew CherwenkaCEO

Christopher BerryChief Science Officer

Our Chief Science Officer is a rare breed of data scientists. He’s a pioneer in making unstructured social data useful while respecting privacy.

Interested? Let’s talk.

Christopher BerryCo-Founder, Chief Science Officercberry@authintic.com

Andrew CherwenkaCo-Founder, CEOcell: 647.455.1352acherwenka@authintic.comwww.authintic.com

New York City 902 Broadway, 4th Flr, New York, NY 10010 

Toronto 10 Dundas St East, Suite 502, Toronto ON, M5B 2G9