How digital insights and personalisation are changing the way organisations use their corporate website. Propeople’s Chief Digital Strategy officer and former SMW Speaker of the Year Gus Murray, delivers an evening of insights, predictions & cocktails. Join us as he shares his experiences working for leading Nordic & Global brands on the future of Data Driven Marketing, B2B / B2C Communications, Insights and digital strategy. Covered in this session: > How personalisation is changing the way B2B communicate with their customers > Content as your customers first purchase > Using social to better inform your audience understanding > Social as a service opportunity, and > The Attention web.

1. Data Driven Marketing#SMWCPH

2. # S M W P R O P E O P L E
PROPEOPLE GROUP
+ + +

3. A Digital Agency founded in
technology, driven by data and
focused on great user
experiences.

4. 350 specialists
Located in 10 countries:
Denmark, Sweden, Austria, Germany, Bulgaria, Moldova, Ukraine,
Brazil, US and Vietnam

5. Who am I?
Gus Murray
#Australian
#DigitalStrategist
@gus_murray

6. #Hugo

7. What you’re in for today:
01 What is Data-Driven Marketing?
02 Strategy
03 Objectives
04 Action
05 Inspiration
# S M W P R O P E O P L E

8. #1 What is Data Driven Marketing?

9. “If you live in Chicago, Amazon
doesn’t have to know it’s snowing,
but they know you’re neighbour
just bought a shovel and eight
pounds of salt”
- Russel Glass, The Big Data-Driven Business

10. WHAT CHANGED?
= OPPORTUNITY
ABILITY TO
MEASURE
TOOL
COSTS
COST OF
PROCESSING /
STORAGE

11. What would your marketing look
like if your customers signed your
paycheque?
- Ann Handley, Marketing Profs

12. THE MODERN DAY MARKETER - DR JEKYLL AND MR HYDE
PART
ARTIST
PART
SCIENTIST
# S M W P R O P E O P L E
WRITTEN
CONTENT
PERFORMANCE
TRACKING
VISUAL
ASSETS
SOCIAL
MEDIA
EMAIL
MARKETING
OPERATIONS
ANALYTICS
CAMPAIGN
PERFORMANCE

13. 01 Why | Improve Delivery - Conversion
# S M W P R O P E O P L E

14. C = M + V + (I - F) - A
Motivation
ValueProposition
Incentive
Friction
Anxiety

15. # S M W P R O P E O P L E

16. # S M W P R O P E O P L E

17. # S M W P R O P E O P L E

18. # S M W P R O P E O P L E

19. # S M W P R O P E O P L E

20. # S M W P R O P E O P L E

21. 02 How | Explore the niche.
# S M W P R O P E O P L E

22. # S M W P R O P E O P L E

23. 03 Where | It’s about the Journey, not the destination.
# S M W P R O P E O P L E

24. # S M W P R O P E O P L E
EKSPRES
BANK
CONSUMER
EXPERIENCE SPACE
BRAND CONSUMER

25. # S M W P R O P E O P L E

26. # S M W P R O P E O P L E

27. # S M W P R O P E O P L E
BUY
EXPERIENCE
ADVOCATE
CONSIDER
BOND
EVALUATE
Consideration
Loyalty
Bonding
Post-Purchase
Experience
Purchase
Evaluation

28. “You need to understand who
these people are in the business
world, and where they are in that
buying process. If they’re very
early, you don’t want to serve them
messages or content low in the
funnel.”
- Russell Glass, Head of B2B product for LinkedIn

29. OBSTACLES ARE THOSE FRIGHTFUL THINGS YOU SEE
WHEN YOU TAKE YOUR EYES OFF YOUR GOAL.
#2 Build your Strategy - Action
Plan

30. OFFERS, COUPONS, CHANNEL SPECIFIC
SALES

31. # S M W P R O P E O P L E
ONLINE // OFFLINE
INVENTORY & PURCHASING

32. # S M W P R O P E O P L E
PRESENT WHERE YOUR CUSTOMERS ARE
CUSTOMER SERVICE

33. The three pillars of KLM’s
social strategy are:
1.Service.
2.Brand and reputation.
3.Commerce.

34. # S M W P R O P E O P L E

35. ACTIONABLE DATA FROM SOCIAL
WEBSITE
ACTIVITY
PURCHASE
HISTORY
PROFILE
INFORMATION
EMAIL
INTERACTION

36. # S M W P R O P E O P L E

37. # S M W P R O P E O P L E

38. STRATEGY FRAMEWORK
CREATE
GOALS
DETERMINE
ASSETS
LEARN & REPEAT
TEST
HYPOTHESIS
CREATE
HYPOTHESIS

39. #3 Set your Objective, Targets &
KPIs.

42. 04 Data Framework - Approach
# S M W P R O P E O P L E

43. METHODOLOGY: C.O.R.E.
CUSTOMER EXPERIENCE
OPPORTUNITY
# S M W P R O P E O P L E
REVENUE
EXPENDITURE

44. THE POTENTIAL
POSITIVE IMPACT ON
THE USER’S EXPERIENCE
CUSTOMER EXPERIENCE
OPPORTUNITY
# S M W P R O P E O P L E
REVENUE
EXPENDITURE
METHODOLOGY: C.O.R.E.

45. AMOUNT OF
USERS AFFECTED
CUSTOMER EXPERIENCE
OPPORTUNITY
# S M W P R O P E O P L E
REVENUE
EXPENDITURE
METHODOLOGY: C.O.R.E.

46. THE POTENTIAL FOR
THE IDEA TO IMPACT REVENUE
CUSTOMER EXPERIENCE
OPPORTUNITY
# S M W P R O P E O P L E
REVENUE
EXPENDITURE
METHODOLOGY: C.O.R.E.

47. THE COST AND THE SPEED
WITH WHICH IT COULD
BE IMPLEMENTED
CUSTOMER EXPERIENCE
OPPORTUNITY
# S M W P R O P E O P L E
REVENUE
EXPENDITURE
METHODOLOGY: C.O.R.E.

48. #4 Don’t decide what to do, but
what to do first.

49. # S M W P R O P E O P L E
Example:
IDENTIFY PROBLEM
SECTIONS
IDENTIFY USER
PAIN POINTS
TEST

50. #5 Inspiration

51. What drives your earned media?
Traditional vs. Social

52. # S M W P R O P E O P L E
COMMUNITY FORUM POST
99 NEW & 48 REPEAT SALES
1 BLOG POST
90 NEW & 63 REPEAT SALES
TRADITIONAL EARNED MEDIA
894 NEW SALES & 403 REPEAT SALES

53. # S M W P R O P E O P L E
COMMUNITY POSTS HAD AN EVEN STRONGER
INFLUENCE ON BLOG POSTS
BLOG POSTS HAD AN INFLUENCE ON TRADITIONAL
MEDIA COVERAGE
SALES WERE BEING PRIMARILY DRIVEN BY COMMUNITY
ACTIVITY

54. What’s one of the best predictors
of human behaviour?

55. # S M W P R O P E O P L E

56. # S M W P R O P E O P L E# S M W P R O P E O P L E

57. How do you get people to share a
brand that most users prefer to
keep secret?

58. # S M W P R O P E O P L E

59. # S M W P R O P E O P L E

60. How can we understand user
behaviour offline?

61. # S M W P R O P E O P L E

63. “We must move from numbers
keeping score to numbers driving
actions.”
- David Walmsley, Marks and Spencer

64. Any Questions?Thank You
# S M W P R O P E O P L E
FEEDBACK: SPEAKERSCORE.COM /
SMW15GUS

65. Gus MurrayContact
# S M W P R O P E O P L E
EMAIL:GUS@WEAREPROPEOPLE.COM
PHONE:+45 2848 3111
@GUS_MURRAY