“ADMA is the leading authority and go-to resource for creative and effective

data-driven marketing and advertising across all channels and platforms.”

550 Organisations

2,000+ Trained

2.1M Emails

000’s Content

10,000 Registrations

60

Sponsors

448

Members

30 Sectors

80 Agencies

135 Vendors

232 Advertisers

CMO

Marketers

Line Managers

CEO

Account Director

Execution

It’s all about our Members

Advocate + Knowledge

DATA TECHNOLOGY

CONTENT CREATIVITY

Data drives

our thinking

• The growing trend of data-driven

marketing

• Customer Centric Marketing

• Taking advantage of available

technologies

• Tips on where to start and where to

learn more

Global Perspective

Global Trends

11

92% Say It’s Growing

More Important

to Marketing

and Advertising

How important is data to your (or your clients’) current marketing and advertising efforts?

1 Not at all

important

2 4 3 Somewhat

important

5 Critical

57.1%

23.3%

15.8%

1.7% 1.3%

Ind

ex sc

ore

4.3

4

80.4%

Thinking toward the future, how do you believe data’s role is changing with respect to your (or your clients’) marketing and advertising efforts?

1 Growing

substantially less important

2 4 3 Not

changing

5 Growing

substantially More important

76.7%

15.5%

4.5% 0.6% 2.0%

92.2%

Ind

ex sc

ore

4.6

6

Data matters

63.2% Say Spending Up

Over Last Year

73.5% Predict Further

Growth

How has your (or your clients’) spending on data-driven marketing and advertising changed over the past year? How do you expect your (or your clients’) spending on data-driven marketing will change next year?

1 Decreased/

Likely to decrease significantly

2 4 3 No change

5 Increased/ Likely

to increase significantly

2.5% 3.9% 1.3% 2.7%

73.5%

Ind

ex sc

ore

3.8

2

Ind

ex sc

ore

4.0

4

16.5%

24.7%

43.8%

39.5%

29.7%

23.7%

63.2%

The past year

Expected over

the coming year

Budgets on the Rise

Analytics Operating Model Trend & Level of Maturity

Analytical Novice

Localised Analytics

Analytical Aspirations

Analytical Practitioners

Analytical competitors

Centralised Model

Federation Model

Distributed Model

Convergence towards Hub & Spoke/ Federated model is driven by:

• Shift from

functional

to cross-functional

analytics

• Increasing pace of technology

innovation

• Scarcity of

analytics talent

In industrialising the data driven and analytics capabilities

5 Trend towards Federated Model

Two-thirds of consumers say they are using at least one active measure online to regularly control how their information is being collected and/or used online

1/3

3/10

1/4

1/2

1/4 34% regularly delete the cookies on their Internet browser (39% occasionally)

30% regularly use the privacy settings on their Internet browser to enable private browsing (34% occasionally)

26% regularly look for privacy policies / statements on a website before providing their personal information (44% occasionally)

50% have multiple email addresses with the primary one used for personal/business purposes and not given out to 3rd parties (24% use regularly, 26% use occasionally)

24% regularly won‘t provide credit card details on a website (42% occasionally)

Consumers are much more open to sharing information if they have a relationship with the company

We

ak

rela

tio

nsh

ip

Str

on

g r

ela

tio

nsh

ip

?

64% are open if they are a member of their loyalty programme

63% are open if they are purchasing something

53% are open if entering a competition

24% are open if they are considering purchasing something

18% are open in order to download or access special content

11% are open if they are visiting a website

42% are open if requesting information e.g. brochure/quote

2/3

4/10

1/4

2/3

1/5 1/10

1/2

What’s Driving the Trend?

17

Majority say demand for “Customer-Centricity” Driving DDMA Effort

It’s all about Customers

Which of the following factors, if any, are most responsible for driving your (or your clients’) investment in data-driven marketing and

advertising?

Customer is King

What is customer centric?

Product

Pricing

Business Model

Location

Advertising

Sales

Store

Communication Build it and they will come?

What is business centric?

What is customer centric?

Purchases

Demographics

Behaviours

Industry

? Product

Marketing

Pricing

Engagement

Collect | Interpret | Engage

What’s Driving the Strategy

21

22

Evolutionary Pressures

Market Forces Marketing Capability

• Competition

• Regulation

• Product Development

• Consumer Behaviour

• Technology

• Data

• Channels

• Measurement

• Consumer Behaviour

• Technology

Market Forces

Marketing Capability

Above the Line Direct

Marketing Display Social

Deregulation Internet

Smart Phones

Local

Providers

Consumer

Choice

Multi-Channel Data Driven Experience

Best Practice

Unlimited

Choice

What can you do?

25

Segmentation Made Simple

26

Value

Loyalty

Nurture

Promote

Triggered

Offers

Low cost

Email Marketing

27

Customer “Opt-In”

database that drives

regular email

communications to

previous and

prospective customers.

• News / Events

• Special Offers

• Call to Action

Consideration

Best Practice

• Frequency

• Content

• Call to Action

• Channels

• Conversion

• Tracking

• Be relevant

• Mobile Friendly

• Unsubscribe

• Segmentation

• Multi-Channel

• Consistent

Social Options

28

Social Media

29

Lower impact, niche

messaging designed to

promote sharing and

customer participation.

• News / Events

• Special Offers

• Tips and Advice

Consideration

Best Practice

• Platform Choice

• Content

• Time

• Relevance

• Measurement

• Return on Investment

• Frequency

• Multi-Channel

• Consistent

• Paid + Earned

• Likes Vs Engagement

• Trust Vs Sales

Blogging / Vlogging / Podcasting

30

Nice “Journalism”

providing interesting or

thought provoking

content to regular

subscribers.

• Opinion / Information

• Regularity

• Credibility

Consideration

Best Practice

• Time

• Content

• Competition

• Relevance

• Cost

• Measurement

• Right Platform

• Cross device

• Value / Trusted Advisor

• NO SALES

• Multi-Platform

Tips for small business

1. Keep things simple: Small changes can have a big impact

2. Think ahead: What information will be needed

3. Be consistent: Post relevant information on a regular basis

4. Less is more: it’s about quality, relevance and timing

5. Demonstrate your difference: Online is convenient but nothing beats the personal touch

31

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DATA, UP!