Digital Tuesday Dubaï May 17th 2016 - Rodger Beekman - Commercial data

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D A T A
C O M M E R C I A L I S E D

7. S O . . .

12. H O W
C A N
D A T A
H E L P
U S ?

17. https://vimeo.com/140096170

18. H A S
D A T A
H E L P E D
U S ?

19. How did we commercialise data?
First we solved a business issue . . .
We went to the retailers with our project.
And asked them “Do you want to be in the red or in the green?”
On average people spend 34 Euros on other groceries,
while they’re out buying their baby milk powder.
Of course, we got the full cooperation from the retailers.

20. How did we commercialise data?
Secondly, we solved a commercial issue.
We brought our product back into the hands of the people
for whom we started our company in the first place.
Young parents.

21. How did we commercialize the data?
Lastly we solved a brand issue.
By showing our willingness to innovate our product,
and to invest in the relationship with our audience we won
back the love from the people and more.
Of course it took some effort from our side to convince
Nutricia to NOT raise the price per unit to cover the investment.
And to truly invest in this innovation as an asset.

22. W E
A T
M U L L E N L O W E

23. Looking at data
Data is worth ZERO without relevant and strategic creativity.
It is important to understand data
before thinking about how to use it.
Only when you find a way that serves the need of the audience
and in the context of that need . . .
only than is data a very powerful tool.

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T H A N K
Y O U