Logic Driven MagicCreating Valuable Communication in the Digital World

@divyaostwal

2Photo Credit: http://oriental-rocks.tumblr.com/

Importance of Creating Value

Exponential technology advances

Messaging has become fragmented

and short lived

Attention spans have drastically

reduced

Geo-targeted messages based

on what is assumed about you

Increasedcompetition

Real-time, mobile access to data. Notifications and ads are part of the information

Loss in the information monopoly and the shift

is towards two-way conversation

Experiencing it even before you

experience it

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What needs to be done?

Know your consumers.

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Thick Data

Thick Data is not Big Data

Thick Data

☺Quantitative and Qualitative data☺Can be analyzed with human brain

power and doesn’t need computational power

☺Delivers stories ☺Relies on human learning

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Big Data

• Quantitative data with enormous data sets

• Delivers numbers • Relies on machine learning

Thick Data

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Qualitative Quantitative

• Behavioral insights into everyday lives of consumers

• Relationship between them & the brand / competition

• Emotional

• Label, group and understand customer buying habits

• Engagement, retention, conversion & leads

• Rational

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Objective: Bookings via web

Thick Data: Identified the WHY

Result: Over 6000 booking within 6 months of launch of the new website

HealthCare

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Examples

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ResultSix months after the changes were made, we saw a striking trend

Bounce Rate eCom Conversion Rate

+ 59 % + 109 %

Transactions

- 12 %

ResultComparing the performance of the campaign with a previous period

Session eshop eCom Conversion Rate

+ 44 % + 133 % + 62 %

Transactions

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Tools

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Takeaways

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Adding Value to Businesses

Attract Engage Convert

Agility is important

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Agility is important

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Process- never a project

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Thank You!Divya Ostwal • divya.ostwal@kan.se • @divyaostwal