Today, the customer journey is a complicated matrix of multi-channel, hyper-targeted and in-the-moment marketing. So it’s no surprise that digital strategies rely heavily on data. Delivering fantastic commercials & loyal customers requires a data-driven marketing strategy to understand the customers you’re marketing to and how to invest in areas that really matter.

1. .Creating a data-driven customer journey.
.with personas and smarter investment.

3. Analysing
performance
Marketing to
people
Creating lasting
experiences
.Customer. .Journeys..Profitable.

4. .Marketing to people.
.Part one:.

5. .Chloe.
35, Married with 2x kids
Loves buying new dresses
for nights out
“I need to try outfits
on before I buy”

6. .Chloe.
35, Married with 2x kids
Loves buying new dresses
for nights out
“I need to try outfits
on before I buy”
.Sandra.
65, Retired, Keen gardener
Buys Thorntons chocolate,
especially Alpinis
“Modern technology
confuses me”

7. .Chloe.
35, Married with 2x kids
Loves buying new dresses
for nights out
“I need to try outfits
on before I buy”
.Keith.
Highly political, taxi driver
Regularly researches car
parts on forums
“I’m not giving my
data to the devil”
.Sandra.
65, Retired, Keen gardener
Buys Thorntons chocolate,
especially Alpinis
“Modern technology
confuses me”

8. .Chloe.
“I need to try outfits
on before I buy”
14 day return policy
Payments after 28 days
.Keith.
“I’m not giving my
data to the devil”
Guest checkout
Security guarantees
.Sandra.
“Modern technology
confuses me”
Guided selling interface
Mail order & direct mail

9. Bought car matts?
Show car accessories
.Behavioural.
Lives in Nottingham?
Promote local store
.Individual.
In female segment?
Show new handbags
.Segmented.
.Personas = Personalisation.

11. .Analysing performance.
.Part three:.

12. .£100.
.Social executive. .Media buyer. .Search agency. .Store manager. .Affiliate partner.
Facebook
made £100
Television
generated
£100
Paid ads
have 200%
ROAS
I sold a
lightbulb
Give me my
commission

13. TV Store Affiliate
£0 £0 £0 £0 £100
£100
Last click
Google Social

14. TV Store Affiliate
£0 £0 £0 £0 £100
£100 £0 £0 £0 £0
£100
Last click
First click
Google Social

15. TV Store Affiliate
£0 £0 £0 £0 £100
£100 £0 £0 £0 £0
£5 £10 £15 £20 £50
£100
Last click
First click
Time
Google Social

16. TV Store Affiliate
£0 £0 £0 £0 £100
£100 £0 £0 £0 £0
£5 £10 £15 £20 £50
£35 £10 £10 £10 £35
£100
Last click
First click
Time
Position
Google Social

17. TV Store Affiliate
£100
Last click
First click
Time
Position
Google Social
£12 £18 £3 £65 £2Data
£0 £0 £0 £0 £100
£100 £0 £0 £0 £0
£5 £10 £15 £20 £50
£35 £10 £10 £10 £35

18. .Data-driven attribution.

19. .Channel. .Time Spent. .Investment.
TV 37% 39%
Digital 44% 22%
Radio 12% 9%
Stores 4% 12%
.Over.
.Over.
.Under.
.Under.

20. .Summary.

21. .Customer.
Personas
Solutions
Personalisation

22. .Customer. .Analysis.
Attribution
Data-driven
Smart investments
Personas
Solutions
Personalisation

23. .Continue the conversation.
.@JohnARowley.
.JohnAlexanderRowley.com.