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Mark Jeffery
            Senior Lecturer of Executive Programs, Kellogg School of Management
            and Managing Partner, Agile Insights LLC
            mjeffery@agileinsights.com




              © Mark Jeffery 2012, All Rights reserved
Data-Driven Marketing:
Trends and Implications for Search Marketers
Data-Driven Marketing:
                                               12/20/2012
Trends and Implications for Search Marketers
• 1. Motivation
  • 2. The Marketing Divide
  Data-Driven Trends:
  • 3. Big Data
  • 4. Agile Marketing
  • 5. (Social)2


Data-Driven Marketing:
                                               12/20/2012
Trends and Implications for Search Marketers
Data-Driven Marketing:
                                               12/20/2012
Trends and Implications for Search Marketers
Data-Driven Marketing:
Trends and Implications for Search Marketers
• The Business
    – Major US general merchandise retailer with over $30 Billion revenues
    – Direct mail more than 250 Million catalogs per year. Targeting 14 - 18 Million
      customers. Spread over 18 separate mailings.
    – Generating incremental sales of $900 Million per year.
• New strategy
    – Split the targeted customers into 25 distinct segments, based on a robust series of
      variables, attributes and purchase characteristics
    – Version the mailers, based on products & categories relevant to the various groups
• Results
    – Increase in mailer revenue of $215 Million dollars per year, based on improved
      targeting and campaign management
           • 1% improvement in number of trips generated among mailed customers
           • 5% improvement in average purchase dollars per trip
           • 2% improvement in gross margin, as "right" product featured captured sales without reliance
             on 'off-price' promotions
    – Catalog Targeting project alone had an NPV exceeding $40MM


   Data-Driven Marketing:
                                                                         12/20/2012
   Trends and Implications for Search Marketers
Data-Driven Marketing:
Trends and Implications for Search Marketers
Data-Driven Marketing:
                                               12/20/2012
Trends and Implications for Search Marketers
Data-Driven Marketing:
Trends and Implications for Search Marketers
Data-Driven Marketing:
Trends and Implications for Search Marketers
Diverse Contacts in
                                     Different towns                 Redundant Contacts
                                                                     in different towns




Paul Revere
                                                         Wm. Dawes




   Data-Driven Marketing:
                                                              12/20/2012
   Trends and Implications for Search Marketers
Source: Katrin Ribant et al, “Social Media Attribution – Beyond User Engagement,” Havas Digital, 2011

Data-Driven Marketing:
                                                                                    12/20/2012
Trends and Implications for Search Marketers
• 1. Motivation
  • 2. Marketing Divide
  Data-Driven Trends
  • 3. Big Data
  • 4. Agile Marketing
  • 5. (Social)2




Data-Driven Marketing:
                                               12/20/2012
Trends and Implications for Search Marketers
Data-Driven Marketing:
Trends and Implications for Search Marketers

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Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers

  • 1. Mark Jeffery Senior Lecturer of Executive Programs, Kellogg School of Management and Managing Partner, Agile Insights LLC mjeffery@agileinsights.com © Mark Jeffery 2012, All Rights reserved Data-Driven Marketing: Trends and Implications for Search Marketers
  • 2. Data-Driven Marketing: 12/20/2012 Trends and Implications for Search Marketers
  • 3. • 1. Motivation • 2. The Marketing Divide Data-Driven Trends: • 3. Big Data • 4. Agile Marketing • 5. (Social)2 Data-Driven Marketing: 12/20/2012 Trends and Implications for Search Marketers
  • 4. Data-Driven Marketing: 12/20/2012 Trends and Implications for Search Marketers
  • 5. Data-Driven Marketing: Trends and Implications for Search Marketers
  • 6. • The Business – Major US general merchandise retailer with over $30 Billion revenues – Direct mail more than 250 Million catalogs per year. Targeting 14 - 18 Million customers. Spread over 18 separate mailings. – Generating incremental sales of $900 Million per year. • New strategy – Split the targeted customers into 25 distinct segments, based on a robust series of variables, attributes and purchase characteristics – Version the mailers, based on products & categories relevant to the various groups • Results – Increase in mailer revenue of $215 Million dollars per year, based on improved targeting and campaign management • 1% improvement in number of trips generated among mailed customers • 5% improvement in average purchase dollars per trip • 2% improvement in gross margin, as "right" product featured captured sales without reliance on 'off-price' promotions – Catalog Targeting project alone had an NPV exceeding $40MM Data-Driven Marketing: 12/20/2012 Trends and Implications for Search Marketers
  • 7. Data-Driven Marketing: Trends and Implications for Search Marketers
  • 8. Data-Driven Marketing: 12/20/2012 Trends and Implications for Search Marketers
  • 9. Data-Driven Marketing: Trends and Implications for Search Marketers
  • 10. Data-Driven Marketing: Trends and Implications for Search Marketers
  • 11. Diverse Contacts in Different towns Redundant Contacts in different towns Paul Revere Wm. Dawes Data-Driven Marketing: 12/20/2012 Trends and Implications for Search Marketers
  • 12. Source: Katrin Ribant et al, “Social Media Attribution – Beyond User Engagement,” Havas Digital, 2011 Data-Driven Marketing: 12/20/2012 Trends and Implications for Search Marketers
  • 13. • 1. Motivation • 2. Marketing Divide Data-Driven Trends • 3. Big Data • 4. Agile Marketing • 5. (Social)2 Data-Driven Marketing: 12/20/2012 Trends and Implications for Search Marketers
  • 14. Data-Driven Marketing: Trends and Implications for Search Marketers