leveraging your marketing data
DESCRIPTION
Presentation given at Marketing's B2B Marketing Transformation conference in London on December 5th 2012TRANSCRIPT
Purple Salix
Marketing Science, Marketing Transformation, Business Impact
Leveraging Your Marketing Data
Pete JakobPurple Salix
email: [email protected]: www.purplesalix.comTwitter: @curdridge
Purple Salix
Marketing Science, Marketing Transformation, Business Impact
At last….…let’s talk
Database!
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• 90% of the worlds data was created in the last 2 years
• 1.8ZB of data created/replicated in 2011– 1,800,000,000,000,000,000,000
Purple Salix
Marketing Science, Marketing Transformation, Business Impact
50%
4
IBM CMO Survey 2011: CMOs say the Explosion of Data is the greatest “game-changer”, and the one with the greatest lack of
preparedness UKI Under preparedness
Percent of CMOs reporting underpreparedness
Data explosion
Social media
Growth of channel and device choices
Shifting consumer demographics
Financial constraints
Decreasing brand loyalty
Emerging market opportunities
ROI accountability
Customer collaboration and influence
Privacy considerations
Regulatory considerations
Source: Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years? n=5 to 59 (n = number of respondents who selected the factor as important)
Global outsourcing
Corporate transparency
87%
70%
80%
69%
40%
67%
41%
53%
72%
60%
59%
78%
43%
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BuysEngagesVisitsComplainsIgnoresTalks Listens
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Predictive Analytics in Sport
www.wimbledon.com
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Predictive Analysis of social streams…
CDC data
Social Media signal
Coming down with flu or something -.-Coming down with flu or something -.-
2b honest I\'ve felt worse were I can\'t even leave da yard I\'m soo sick! At least dis flu is bearable I\'m just hoping it doesn\'t get worse!2b honest I\'ve felt worse were I can\'t even leave da yard I\'m soo sick! At least dis flu is bearable I\'m just hoping it doesn\'t get worse!
@kailamarinaro yeah, i was throwing up yesterday so i got checked out in the morning. i mean i\'m still sick i just don\'t wanna miss school
@kailamarinaro yeah, i was throwing up yesterday so i got checked out in the morning. i mean i\'m still sick i just don\'t wanna miss school
Also SeeSickweather.com
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“It’s not about people like me any more, it’s about ME!!”
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Marketing Science, Marketing Transformation, Business Impact
5 Focus Areas to maximise your Data ROI
Capture
Organise
Maintain
Exercise
Augment
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Marketing Science, Marketing Transformation, Business Impact
Capture
• Will this data allow me to better serve my clients– Interests– Influencers– Places
• Align to Business/Marketing Objectives
• Align with Sales• Beware: Buying in Data
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Marketing Science, Marketing Transformation, Business Impact
Organise
• Normalise Fields– Create a data dictionary– Standardise job roles, country,
territories etc
• Forms– Dropdown Menus– Mandatory fields for
segmentation
• Social Sign-on
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Augment
• Enhance with data from external sources– D&B, Experian, Jigsaw,
etc
• Social data
• Customer Service
• Reseller
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Exercise
• Set the Data Experts free!
• Behavioural Data
• Have rules for Governance– Opt out is for life
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Maintain
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Maintain
• Audit as part of management system– Completeness & Validity– Demographic/Firmographic data– Segmentation– Interest areas
• Triggers for Audit– Strategy Change– Acquisition– Diminishing Results– Increasing Optouts
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What’s Your Resolution for 2013?
• It’s NOT about the data
• It IS about the money!
• What is your 2013 Data Resolution
Johnny Cash Todo List (sold for $6400 in 2010)
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Marketing Science, Marketing Transformation, Business Impact
Source: Ad Age Feb 2012
“The only source of competitive advantage is the one that can survive technology-fuelled disruption, an obsession with understanding, delighting, connecting with and serving customers.
In this age, companies that thrive ... are those that tilt their budgets toward customer knowledge and relationships.”
Josh Bernoff, Forrester
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Thank You!Pete Jakob
email: [email protected]: www.purplesalix.comTwitter:@curdridge