big data, best served with common sense€¦ · understand marketing opportunities and prioritise...
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Big data, best served with common sense
Creating a successful data-driven marketing organisation
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Data lover turned commercial
Analytics Online Processes
Digital Marketing Analytics/forecasting
Pricing Acquisition planning
Pricing, revenue mngt Business planning
Engineering Financial & strategy analysis
Leverage data
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Big data moto
• What big data guys say:
– invest millions in a tool
– Spend years on a datawarehouse
– And you will live happily ever after
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Digital transformation => embracing the new world and build competitive advantage
• Challenges
– Silos, internal politics
– Skills
– Investment
– Time horizon, pace
Customer centric
Relevance
Data excellence
• Analytics mantra
• Vision and roadmap
• Agility
• Relevance and influence
• Processes and scalability
• Infusing across the organisation
Digital values
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Understand the battleground
Vs
Who wins ?
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Identify key priorities -Understand strength and weaknesses with competitors
- Focus on the strengths
ROI <<3 ROI 10-50 ROI 4-7
Maintain /grow awareness
Invest Optimise
Choosing the right battles
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Understand marketing opportunities and prioritise
Awareness
Targeted acquisition, generic search
Targeted acquisition, data driven display
Affiliation
Retargeting
On site engagement
E-mail retargeting
CRM
Loyalty Relevance
Retention
Converting and increasing revenue
from existing customers or visitors
Prospection,
increasing awareness,
increasing visitors based
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Choosing the right crew
• Turning data into insights require a business and data mind
• Need a map: – What are the drivers
– Prioritise opportunities
• Then focus on execution ...
• ... and initiate traction in the organisation
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Building the team and tools according to priorities
Marketing
acquisition
•Market mapping
•Content prioritisation
•Budget allocation by product line/season
•Bidding tool
•Portfolio analysis
•Attribution model
•RTB
•Retargeting rules
Customer engagement
•Customer segmentation
•Social-media analysis
•Dynamic online response (live chat, offers, ...) optimisation
•Loyalty program fine tuning
•E-mail performance
Usability and conversion
•Funnel analysis
•Error analysis
•Speed/performance analysis
•Voice of the customer
•Session replay
•A/B testing
Product and
merchandising
•Product sales and contribution analysis
•Product scoring
•Price competitiveness
•Product reviews
•Banner analysis
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Turn the web into a scalable marketing tool
Analyse the market Prioritise content and brief
content producers
Publish and promote content on
blog/websites/forums
Identify and prioritise the key themes and places Prioritise the SEO actions in terms of links and content
Develop a scalable content factory Content management and content production network Establish priority lists and templates
Promote relevant content to stimulate engagement Build communities
what are the age limits for hiring a car in america
what are the different classifications of roads
what are the rules regarding filling up a motor vehicle with petrol
what car insurance is required for a rental car in spain
what class is a meriva hire car
what do i need to hire a car
what do i need to rent a car in uk
what docs do i need to collect avis car
what does csr mean for a car
what happens if i dont have my driving licence when renting from avis
what happens if you smash a hire car
can a 19 year old hire a bmw
can a speeding offence in france be traced back to the uk
do holiday autos take full payment at time of booking?
do i need car insurance to rent a car in the uk?
do i need third party liability insurance car hire hertz
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Evangelise people around simple data driven processes
• Principle 1: create a joint approach between agency and business
• Principle 2: align investment with pricing and availability
• Principle 3: empower people
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1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85
ROI (blue)
Conversion (red)
Pilot starts
Analytical tool involved:
-Excel ... -Looking at data logically -Identifying easy patterns
Results: - Simple process that people understand => buy-in - Immediate results - Alignment about the role of paid search
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What does it take to evangelise?
• Simplify the problem, choose a pilot
• Present the data easily
• Highlight the decisions that people need to make
• Train and empower
Product line Visits Assets Asset utilisation Online conversion ROI
Windermere 18,509 466 68% 10.2% 9
The Shire 15,278 632 69% 9.7% 8
Moria 7,108 149 69% 28.8% 12
Gondor 6,474 26 56% 6.9% 2
Neverland 5,786 177 73% 18.5% 13
Narnia 5,491 179 66% 9.1% 7
Atlantis 5,326 695 70% 8.2% 6
Easter Island 5,305 102 71% 14.3% 11
Christmas Island 4,204 221 56% 5.3% 3
Shepherd Marsh 4,017 174 93% 21.0% 10
Gold fields 3,992 105 69% 14.6% 9
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How can I grow my market share? How to improve profitability? I need to hit the next quarter EBIT
The modern CDO or CMO
M-commerce Multichannel
Blogger outreach
Long-tail Geo-targetting
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Thank you
• @PascalMoyon