The new consumer and big data trends: impact on marketing. Kako iz množice podatkov dobiti zanimive izvlečke in uporabne nasvete za delovanje organizacije? Prezentacija je bila predstavljena v okviru 19. slovenske marketinške konference 2014 v Portorožu.

1. Take outs from DMA 2013
Chicago October 12-16
Kathleen Peeters

2. Mobile
Location
Visualization
Analytics
Loyalty
Innovation The changed role of Marketing
Data
The NEW customer
verywhere
commerceE

3. Internet Empowered
Tech Savvy
Time Starved
Information Rich
NEW CUSTOMERS

4. Shopper needs
= new rules for retail
Convenience
More than just about time
NEW CUSTOMERS

5. Amazon UK
NEW CUSTOMERS

6. Shopper needs
= new rules for retail
Loyalty
Doing the right thing by
your customer
+ control
Convenience
More than just about time
Experience
Creating emotional
resonance
Value
Sharing value with your
shoppers:
Price, Service, Quality
6
NEW CUSTOMERS

7. Zappos
Unlimited free shipping/return policy
7
NEW CUSTOMERS

8. In search of assurance
More quality & transparency
Shopper needs
= new rules for retail
Loyalty
Doing the right thing by
your customer
+ control
Convenience
More than just about time
Experience
Creating emotional
resonance
Value
Sharing value with your
shoppers:
Price, Service, Quality
NEW CUSTOMERS

9. CONVENIENCE, LOYALTY, EXPERIENCE, VALUE
LOYALTYCONVENIENCE
EXPERIENCEVALUE
RIGHT WOW
NOW SMART
Source: Kantar Retail Analysis
NEW CUSTOMERS EXPECTATIONS

10. Time
CustomerValue
Interest Engage Grow &
Delight
Monitor &
Retain
Data
Integration
Analytics
Omni
Channel
Measure
Guest Path
Follow
LHW on
FB
Like
Join
Now
LHW on
Twitter
NEW CUSTOMERS

11. Voice of Consumer
Challenges for companies
New focus on retention
& churn reduction
Provide more
personalization
Learn to engage
customers to opt-in
11
Achieve frictionless,
high value customer engagement
cross channel
NEW CUSTOMERS
2 14

12. Voice of Consumer
Learnings
Which has more impact on retention and repeat purchases:
Customer Satisfaction or Customer Engagement/Relationship?
Engagement/Relationship strength has
12 times more influence on retention and
repeat purchases than satisfaction
Satisfaction is a minimum expectation
12
NEW CUSTOMERS

13. Which is more significant driver of word of mouth recommendations:
Customer Satisfaction or Customer Engagement/Relationship?
Engagement/Relationship strength has
18 times more influence on word of mouth
recommendations than satisfaction
This has profound implications for
re-allocating greater budget for
Retention/Relationship building
13
Voice of Consumer
Learnings
NEW CUSTOMERS

14. Terminology
From CLOSING THE DEAL…
…to BEGINNING A DEAL
NEW CUSTOMERS

15. 15
NEW CUSTOMERS
DATA

16. Everybody
talks about
BIG DATA
but who cares!
It’s not about big data…
It is about making data
ACTIONABLE
BIG DATA
ACTIONABLE

17. …People & Personality
is the HOW
…is about
…is the WHAT…
SCIENCE…
DATA

18. “There is no better place to start than data, since it is the
fuel needed to make insightful decisions that can drive your
business forward.”
DWH
CRM
Digital
Mobile
Social
Other
Data
Quality
Data
Integration
Data
Model
Data
Governance
D
A
T
A
S
O
U
R
C
E
S
Where do we begin?
DATA

19. DATA
Challenges?
We think not…
Opportunity #1
Opportunity #2 Opportunity #3
Ability to collect & immediately
access granular data
[Addressing Latency & Tag
Management]
Pre-processing data for
marketing and analytics
[Adding Business
Context]
Leveraging advanced analytics
& marketing automation
[Relevance & personalization]

20. DATA

21. 21
DATA DRIVEN
marketing u.s.
8,7%
of total GDP
DATA

22. Data Utilization Accelerates
Programmatic display, omnichannel demand,
drive digital data use cases
Databases become more sophisticated
repositories of online and offline data
Technologies to activate the data mature
along with the talent to use it
2 14
DATA

23. DATA
BIG
DATA
STAYS

24. Visualization
NEW CUSTOMERS
DATA

25. VISUALIZATION

26. http://www.informationisbeautiful.net/visualizations/worlds-biggest-data-breaches-hacks/
VISUALIZATION

27. 27
https://pbs.twimg.com/media/Blt0vL3CQAAKovO.jpg:large
VISUALIZATION

28. www.guns.periscopic.com
28
VISUALIZATION

29. www.Vimeo.com/62289901
29
VISUALIZATION

30. WHY is Advanced Data Visualization Critical?
Firms need to use data visualization because
information workers:
Cannot see a pattern without data visualization
Cannot fit all of the necessary data
points onto a single screen
Cannot effectively show deep and broad
data sets on a single screen
Need for proactive alerts in business
Need the data to be presented in a very
clear way, or there will be no decisions made
2 14
VISUALIZATION

31. VISUALIZATION

32. The NEW Consumer
Data Visualization
verywhere
commerceE

33. verywhere
commerce
From Purchase Funnel…
E

34. …To PURCHASE FISH
COMPLEX WORLD OF FEEDBACK INVOLVING
Research
Multi-channel contact
Testing of opinion with
other consumers
Purchase
verywhere
commerceE

35. 35
PURCHASE FISH
verywhere
commerceE

36. Consequence
STORES NEED TO
IN TIME & SPACE
DISAGGREGATION
verywhere
commerceE
2 14

37. The CLEV model
verywhere
commerceE

38. The NEW Consumer
Data Visualization
Mobile
verywhere
commerceE

39. MOBILE
39

40. MOBILE
40

41. MOBILE
41
SECOND SCREEN
TABLET ADOPTION
combines with
Smart ‘Connected’
TV’S and
GAME CONSOLES

42. MOBILE
Of smartphone shoppers
use mobile device to help
them shop in store
Sexy little numbers…
Of shoppers prefer
to reference smartphone
over asking shop assistant
84%
73%

43. MOBILE
Sexy little numbers…
Of people keep mobile
with them day and night at
arms length
Highest penetration of
smartphone vs. mobile
devices in Spain74%
90%

44. MOBILE
Sexy little numbers…
+ 68%
M-COMMERCE
44
MOBILE
ADVERTISING
x 2year over year
+++SOCIAL
INTERACTIONS
ON MOBILE

45. MOBILE
Path of purchase
SYNCHRONIZE
VAPORIZE
REORGANIZE
Create mobile service or multiple touchpoints
Reach at moments in time and place, immediate need and action
Activate purchase from any step in path to purchase
2 14

46. The NEW Consumer
Data Visualization
Mobile
Location
verywhere
commerceE

47. INTERACTION BETWEEN
BASED INFORMATION
SMARTPHONES
LOCATION
LOCATION

48. LOCATION

49. LOCATION
VS .
in 2011
of US cellphone users use mobile
location at least weekly
Is the new cookie!
In 2015 sales via
social channels predicted
$5 billion
http://www.youtube.com/watch?v=c6ATOgEcR1U

50. LOCATION
Local – Drive Opportunity
96% Smartphone users who have researched
a product or service on their phones
94% Smartphone users who have
searched for local information
90% Smartphone users who acted
within 24 hours
70% Smartphone users who called
businesses after searching
66% Smartphone users who visited
stores in person
OPEN

51. LOCATION
Click through rate by proximity
to a business destination
CTR
Increase
Miles

52. LOCATION
Real question:
Now that we know where you are,
which media will we use to reach you?
Placing a digital barrier around certain locations
enabling action when user is in a specific spot
visit a location after
receiving alert
Geofencing
made purchase
(50% unplanned)

53. LOCATION

54. LOCATION
54
iBeacon > NFC

55. LOCATION
FORMS OF EXCHANGE, MEDIA & COMMERCE
For Marketers, this means
OPPORTUNITY
SO LO MO
2 14

56. The NEW Consumer
Data Visualization
Mobile
56
Location
verywhere
commerceE

57. 57
Even death becomes social…
SOCIAL DATA
EVERYWHERE

58. SOCIAL DATA
EVERYWHERE
Dynamic
Hard to decipher signals from noise
Difficult to measure ROI
Unstructured

59. SOCIAL DATA
EVERYWHERE
Sources
Social conversations
Social actions
(brand specific)
Social graph
(relationships between people, with brands)
59

60. SOCIAL DATA
EVERYWHERE
Why?
Determining customer interests
(has shelf-life = relevance)
Detecting in-market signals
(intent)
Identifying relevant influencers
• highly connecter=reach
• relevant content
• impact via high engagement
2 14

61. SOCIAL DATA
EVERYWHERE
Turning insight
into action
61

62. The NEW Consumer
Data Visualization
Location
Loyalty
verywhere
commerceE
Mobile

63. LOYALTY
2 14
From points to engagement, loyalty programs begin
to add new incentives (currencies) – whether social
causes, health or lifestyle rewards
Loyalty goes mobile, so you can take it with you –
carry it or wear it!
THE QUESTION:
WHEN DOES LOYALTY START?
Starts at first INTERACTION, not transaction:
this changes how to reward behavior
The continuing evolution of

64. The NEW Consumer
Dat
a
Visualization
Loyalty
Location
verywhere
commerceE
Mobile

65. LOYALTY
2 14
The king of relationships
Chief Story Officer
of businesses increasing content
marketing budgets
Mobile content marketing strategies will lead the
way in-store to see the ROI
Director of Content becomes a Marketing Job
60% of corporations are doing content marketing –
they will finally define it in 2014

66. The NEW Consumer
Data
Mobile
Loyalty
Location
Analytics
Visualization
verywhere
commerceE

67. Include social data
ANALYTICS
2 14
Need to link advanced analytics & web
and digital analytics

68. ANALYTICS

69. Data
Mobile
Loyalty
Location
Visualization
Analytics
The NEW Consumer
verywhere
commerceE

70. MARKETING OPERATIONS MANAGEMENT (MOM)
Definition
Is a version of end to end marketing
process optimization, from planning and
budgeting, through marketing asset management,
to global marketing execution and analysis.
Is the alignment of people, process and
technology to support marketing activities and
improve marketing effectiveness.
70

71. MARKETING OPERATIONS MANAGEMENT (MOM)

72. MARKETING OPERATIONS MANAGEMENT (MOM)
72

73. MARKETING OPERATIONS MANAGEMENT (MOM)
Trend
THE RISE OF
MARKETING
2 14

74. MARKETING OPERATIONS MANAGEMENT (MOM)
Driven by enterprise business marketing,
not tactical marketing
74
Trend
OMNICHANNEL
CUSTOMER
ENGAGEMENT

75. MARKETING OPERATIONS MANAGEMENT (MOM)

76. MARKETING OPERATIONS MANAGEMENT (MOM)
Cycle times shrink
Marketer Expectation:
“I need to respond/react faster”
Reality:
Campaign and interaction cycle times from planning
to execution continue to shrink – pressuring
suppliers to be more agile – from development to
delivery
Consumer expectation:
“I want it NOW”
2 14

77. MARKETING OPERATIONS MANAGEMENT (MOM)
Turning insight into action

78. MARKETING OPERATIONS MANAGEMENT (MOM)
78

79. Data
Mobile
Location
Visualization
Analytics
The NEW Consumer
Loyalty
Innovation
verywhere
commerceE

80. INNOVATION

81. INNOVATION
PILLAR CULTURE PILLAR TEAM
Everyone needs a coach.
Innovation that happens from top
down is orderly but dumb.
Innovation that happens from
bottom up is chaotic and smart.
Innovation ≠ Olympics
Culture of trying & failing
20% of kayak
e-mails = tests
INNOVATION

82. INNOVATION

83. Data
Mobile
Location
Visualization
Analytics
The NEW Consumer
Loyalty
Innovation
verywhere
commerceE
The changed role of Marketing

84. Things real people don’t say
Things
real people
don’t say
about advertising…

96. THE CHANGED ROLE OF MARKETING

97. THE CHANGED ROLE OF MARKETING
“ There’s never been a more
exciting time to be in
marketing because change
will continue, no one is going
to be bored”
Terry Jones
Change agents say…

98. THE CHANGED ROLE OF MARKETING
“ We in marketing need to
make the rest of the
organisation uncomfortable”
98
Change agents say…

99. THE CHANGED ROLE OF MARKETING
“ If you don’t like change,
you’re going to like
irrelevance even less”
Change agents say…

100. THE CHANGED ROLE OF MARKETING
larger purchaser of technology
than IT, but not technologist role

chief story teller
CMO

102. THE CHANGED ROLE OF MARKETING
Fix what they don’t like
Have conversations with customers to
make them more successful
Listen to the customers!
Keep your eyes on the ball!
Only 1 out of 5 companies know
who their core customers are
2 14
1
2

103. Mobile
Location
Visualization
Analytics
Loyalty
Innovation The changed role of Marketing
Data
The NEW customer
verywhere
commerceE

104. THANK YOU
kathleen.peeters@bisnode.com
Marketing and Communication Director
www.bisnode.be | www.bisnode.com
@kathleenonthego
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