How should marketers define search and what will it look like in 2013? What to expect from on-site search and in mobile applications? As new technologies emerge, how will marketers measure interest-based marketing in alternative types of interactions, connecting messages across media?
Keynote:
Mark Jeffery, Senior Lecturer of Executive Programs at the Kellogg School of Management, Center for Research on Technology and Innovation at the Kellogg School of Management.
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
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