7. PERSONALIZATION
Personalization is a data and
analytics driven strategy for
marketing to individuals based on
their individual preferences,
personality and other behaviors.
When we’ve personalized
successfully, marketing is
relevant to the consumer and
produces measurable results.
12. Data is the key to
personalization.
Human data is the key to
perfect personalization.
13. HUMAN DATA HELPS YOU
DIG IN TO YOUR SEGMENTS
50,000 households in Cincinnati buy Running Shoes
25% of those
ACTUALLY RUN
and will buy more Running Shoes
than the other subsets
16. FAST FACT
Wearable users are willing to share personal
data – if they get something in return.
75% of US fitness
tracker users were
somewhat to extremely
comfortable sharing
their personal data if it
meant ads would be
more personalized
17. The explosion of wearable devices was clearly led by fitness bands, which until
recently commanded prices that provided comfortable margins, but those
days are changing.
The price of these fitness bands have come down so significantly in some
markets that smartphone OEMs are now bundling them with smartphones at
little cost. Meanwhile, the market is quickly shifting toward higher-priced
devices that offer greater functionality.
“
“
RYAN REITH,
Program Director
IDC's Worldwide Quarterly Device Trackers
18. BIGGEST DRIVERS OF
INCREASED DATA MARKETING
SOURCES:
GlobalDMA/Winterberry Group, Global Review of Data-Driven Marketing and Advertising
DATA-DRIVEN MARKETING
IS ALL THE MARKETING
53%
A need to be more
customer-centric
49%
Maximize effectiveness/
efficiency of marketing
investments
33%
Gain more knowledge of
customers/prospects
24%
The growing availability of
audience data
20%
A need to align with digital
consumer preferences
19. SOURCES:
GlobalDMA/Winterberry Group, Global Review of Data-Driven Marketing and Advertising
DATA-DRIVEN MARKETING
IS ALL THE MARKETING
WHERE DATA EFFORTS ARE
BEING FOCUSED
Targeting of offers, messages and content
69%
Data-driven strategy or product
development
52%
Customer experience optimization
49%
Audience analytics/measurement
44%
Predictive analytics
44%
TOP DATA MARKETING
PRIORITIES
Custom messages and personalized
customer experiences
66%
Acquire big data analytical skills to
leverage insights
40%
Customer acquisition and retention
36%
Improve efficiency
36%