Volgens Wileys ‘Data Driven Marketing for Dummies’, moeten bedrijven alle beschikbare data gebruiken om klanten tevreden te houden, nieuwe prospects te bereiken en efficiënter te verkopen. Daar zal het iedereen het mee eens zijn. Maar hoe je vanaf het begin af aan al de juiste keuzes maakt, dat is een heel ander verhaal. In zijn presentatie legt Filip in 30 minuten uit wat de belangrijkste onderdelen zijn van een effectief en schaalbar data driven marketingprogramma.

1. Jump Start
Your
Data Driven
Marketing

2. And how to make sure ...
...you get to the finish?

3. Single Customer
View
Data is a reflection of
reality
Brand
Interactions
Define your
Work
Visualize
Listen
Act

4. Single Customer View

5. Webshop ERP CRM
Marketing
MAT
Census
Nielsen
Research
Sales Finance
External
Platforms

6. SO..TEAR DOWN THE SILOS?

7. OR ... CONNECT THE SILOS!
ERP
CRM
Contact Center
Kiosk
MIP
BI

8. Data is a reflection of reality

9.  Reality is dynamic,
so is data
 Reality has many
layers, so has data
 Think Trigger
based, not
Campaign based

10. STATIC
DATA
DYNAMIC
DATA
 Deep Historic Data
 Record of past Interactions
 Inaccurate due to latency
Provides Value &
Behavourial Insights
 Interaction/Session only
data
 No records of other channel
Interacons
 Accurate up to last
click/conversation
Provides Contextual
Insights

12. SCV + Static Data + Dynamic Data
Enable Marketeers to understand
 Right Channel (static)
 Right Person (static)
 Right Message (context)
 Right Time (now)
 Right Incentive/Margin (value)

13. Brand Interactions

14.  Interactions are
leaving digital
traces
 Most traces get
lost in time
 Provide Contextual
Insights

15. Define your Work

16.  Calculating ROMI
 You’ll need the “R” for
Return
 And the “I” for
Investment
 Rather “Incremental”
Return

17. Visualize

18.  1 Graph speaks a
thousand words
 But always
remember

19. Act

20.  Use ALL channels
– Old & New
 A/B testing &
Control Groups
should be used at
least twice a year

22. Listen

23.  The most important
part in a relationship
 And remember you
have lot’s of ears...

24. Thank You for Listening