Mining Your Data Gold Mine

Stuart Devlin

• New marketing language • London centric• Computers / mobile / marketing ?• Infographics / LinkedIn / Top 10 blogs • What do others think, interpret, use• No concrete answers…

Data minefield

• High level data capture• OTAs - 3rd party data capture (they market back better?)• Broadband – online shopping / TV / SM / finance • Social media platforms – Facebook still taking the lead • How does this relate to us … and work at our level.• So many questions …few practical answers

You are not alone

Big data is like teen sex.Everyone is talking about it,everyone thinks everyone else is doing it,so everyone claims they are doing it.

Dan Ariely,Centre for Advanced Hindsight

Duke University

“I keep saying that the sexy Job in the next 10 years will be statisticians, and I’m not kidding” Hal Varian, Google

“I never guess. It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts“ Arthur Conan Doyle

“Big data by itself isn’t a strategy. Big data can help you build an advantage and make you more competitive” John Costelio

“People don’t know what they want until you show it to them… our task is to read things ” Steve Jobs

• Employ accountant / firm / finance manager / ourselves • Accountancy software • Invoice management / DD / Debtors / expenses / tax management • Invest in finance data management– standard practice • What happens at the beginning of the funnel • Who is managing our customer / prospects data ?

Out Going Data

Marketing Treats

• Focusing on social media platforms• Emerging applications and marketing software• Shiny new balls • New ways of marketing• We forgot about marketing basics • Who and where our customers are…

• Take a detailed look at your data

• Interrogate all data channels CRM / PMS / Email / Social

• Export data (Excel / CSV)

• Learn the profile of your existing audiences

• Geographical hot spots / buyer persona / preferred media

• Segmentation / personalisation is and will continue to be key

• Tailor messages according to data set

• Acquire earned and bought data through audience knowledge

Data Snap Shot

• Data accuracy equals more relevancy

• More appropriate / useful to me then ever

• Less junk mail & spam (no spray & pray)

• Increase referrals by talking with right audience

• Linked to online (not by QR codes)

Data relevancy

Personalised Data

• Websites that deliver location-based content • Softer sell to first time visitors – not BUY NOW• Advertising PPC (Geo) • Social media targeting • Understanding our audience allows personalisation

Off & Online Data Synergy

• Digital Marketing Exec v Marketing Exec• Marketing is marketing • Designers (Photoshop & InDesign)• Online patterns influencing offline marketing• Joined up like never before

• Email segmentation vastly improved

• AB split testing

• The data manager … is this the traditional marketer ?

• Platform masters.

• Experian – Mosaic

• Get creative … please : )

Data today

Data starts and ends with your customer

• Look after their data and be relevant • Be accurate in who you market to• The right audience become advocates

stuart.devlin@clock-work.co.uk@StuClockworkuk.linkedin.com/in/stuartdevlin

Thanks