data strategy made simple from amaze one
TRANSCRIPT
A data strategy for the ageof converged marketing26 May 2016
Agenda
Shifting consumer behaviours
Convergence of direct and online
marketing
Proliferation of customer data
types
What this means for marketing
Five aspects of data strategy
Checklist for updating your data strategy
Q&A
Customer attitudeshave changed
• Consumers are by and large online
• Communications channels have proliferated but marketers have also multiplied the number of ways to get the same message out
• Consumers are prepared to provide personal data but expect to see something in return – not just deals but enhanced services, rewards
Marketing has changed
• The shift of marketing budget to the major online platforms means everyone is using more similar approaches
• EU Data protection regulations are coming • The data broking model will be demoted• CRM data is what is unique• Online advertising has till recently been the domain of
acquisition• Programmatic platforms now make it possible to use online
advertising as part of customer communications• Use data to inform an overarching comms strategy which
create competitive advantage which is more sustainable
Why does data strategy matter?
Benefits for the organisation
• Cohesive approach to data collection
• Reduces unnecessary spend on 3rd party data
• Supports more effective marketing
Benefits for customers
• Relevant messaging and offers
• Responsible marketing
• Enables the development of new products
Customer data has changedMany categories of data are now accessible for marketing
• Financial • Contact and permissions• Geodemographic• Transactional• Locational• Behavioural• Mobile device and connection• Personal, domestic and car device data• Social posts and links• Open data
New un tapped opportunities
Alignment with business
objectives
PrioritisedRoadmap
Clear about commercial
model
Your own CRM / first party data
Customer engagement
and preferences
Enhancement attributes
Prospect audiences
Advertising and social networks
5 domains to consider
Your own customer data
• Depth of data captured and inferred
• Visible vs invisible customers
• Completeness of contact history
• More potential to generate insight
• Implications of EU regulations
Customer engagement and preferences
• Contactability by customer segment and channel
• Opt in – binary or graduated
• Data capture up front or progressive
• Ongoing optimisation to get best balance
• The value exchange – one or many
Enhancement data – where does it add value
Understanding other things about
the customer
Profiling your customers
Household / family composition
Age, affluence and attitudes
Picking up on triggers
Buying vs generating
enhancement data
How much should you pay for
enhancement data?
Prospect audiences
• Options for sourcing a prospect data provider
• Evaluating data provider performance
• GDPR – and using 3rd consent
• Audience definition and targeting options
Advertising and social networks
CRM data informing PPC Strategies
CRM insights and data
informing
display advertising
Using display with
Customer lifecycle
communications
Excluding existing customers from acquisition messaging
Recap of the 5 areas
1
Your own CRM / first party data
2Customer engagement and preferences
3
Enhancement attributes
4
Prospect audiences
5
Advertising and social networks
Amaze One’s data strategy checklist
