marketing & big data - are you future proofed?
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MARKETING & BIG DATAARE YOU FUTURE PROOFED?
SHAWN MYERS VP MARKETING, STRONGMAIL
Proprietary and Confidential
“We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run.”
- Roy Amara (1925-2007)
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DATA IS BORING!Let’s start with a story…
The day, the minivan died…
Old “Reliable”
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So what do we get to replace it?
Unexpectedly thrust into a purchase decision
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AWD vs FWD
AWD
V8 vs V6
Three Rows of Seats
Low Step In Height
Sliding vs Regular Doors
BluetoothDVD
Sync
Navigation
Leather
Self-Parking
Radar Cruise Control
Towing Capability
Tow Package
Moonroof Roof Rack
Sunroof
Heated and Cooled Seats
Refrigerated Console
Alloy Wheels
Satellite Radio
Cup holder Count
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I DON’T HAVE TIME FOR THIS!
Quick! To the Interwebs!
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Visit The Ford Web Site
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The Mobile Experience
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Let’s see what our social network has to say…
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How else can Facebook weigh in?
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Badges? Do I need stinking badges? I guess so
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Sure. I’ll connect with you
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Search the Twitterverse
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We Tweet: @FordService finds us!
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Stopped by the store
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And got their emails
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I’m channel ignorant.
BUT I LEAVE BIG FOOTPRINT.
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Web• What model did I search for?• What features did I select when I
built one?• What color am I interested in?
Mobile• Where was I when I was looking?• When am I searching for more
information?• How far would I go to test drive?
Social• Who is influencing my decision?• How do I self identify?• What does my social graph say
about me?
Email• What messages did I open?• What links or offers did I interact
with?• What time of day did I open my
email?
Store• Did I pick up a brochure?• What is the timeframe of my
decision?• Am I thinking of financing or
trading in?
My Marketing Footprint
This is what we mean by “Big Data”
Data Across Time and Channel,
Implicit and Explicit Preferences
Problem: the data is typically siloed
How big is “Big Data”?
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So what’s the solution?
The right choice of infrastructureThe right choice of analyticsThe right choice of execution tools
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What Stands in your way?Siloed channels and business processesExpensive and limited storage capacitySystem performance limitationsCross-channel attribution conundrumData models which are inflexibleLack of integrated infrastructure and toolsDisparate data which is difficult to centralizeLack of talent or time to tackle the issues
There is Hope!
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InterContinental Hotels Group (IHG)
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Over 4,400 hotels across 100 countries
InterContinental Hotels Group (IHG)
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And over 180 million guest stays per year
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Which makes managing a single customer extremely complicated
InterContinental Hotels Group (IHG)
Understanding a single customer extremely complicated
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IHG’s main problems:
Aging Infrastructure
Narrowly Defined Audiences
Fragmented Infrastructure and Disconnected Communications
Manual vs. Automated processes
The Solution
• Make the data accessible»Integrated multi-channel
campaign management system (Unica) with StrongMail.
• Make the data actionable»Real-time, personalized offers
to customers based on behavioral and pre-defined business rules.
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The Results
• Consolidated email templates down to one with over 37,000 variations
• Subscriber engagement “through the roof” – 7X increase in CTR
• Email channel revenue up 16%
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Best practices…Right Infrastructure• Flexible and extensible – retain more data• Shared nothing architectures
Right Analytics• Target on deep profiles and real-time behavior• Use advanced algorithms to understand your
audience
Right Tools• Advanced Dashboards and Reporting• Drag and drop cross channel interaction design
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Quick Wins…Start with the easy data• Integrate web analytics and email behavior• Use dynamic targeting to personalize
Strategize about lifecycle value creation• Back in stock or special offer alerts• Cart abandonment triggers
Get more advanced over time• Prioritize channel data integration• Test and then test again
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Customers don’t see channels
The volume of data is staggering
Make technology choices which can:• Adapt to new data and touch points• Record ever increasing time horizons• Store exponentially growing data• React and interact in real-time
Take Aways…
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THANK YOU
Shawn Myers
Vice President, Marketing
@ShawnDMyers
@strongmail