no bi without real x-ch scv in your mdm
TRANSCRIPT
NO BI WITHOUT REAL X-CH SCV IN YOUR MDM
Data Summit 2016
Agenda
• Inform A (very) small word on Bisnode
• ResearchThe world we live(d) in
• Demystify No BI without real X-ch SCV in your MDM
A small word on Bisnode
Inform
HQ Bisnode GroupSolna, Stockholm
18C O U N T R I E S
B I S N O D E
2400EXPERTS
150 000€ million
revenue in Europe375 c l i e n t s
Bisnode Group
WE HELP YOUTO KNOW YOUR CUSTOMERS,TO MINIMIZE RISKS AND MAXIMIZE GROWTH
SMART DATABUSINESS DECISIONS.
BY TAKING
Mission Bisnode Belgium
+40Y E A R Se x p e r i e n c e o n B e l g i a n m a r k e t
10 yearsexperience on European market
+800c l i e n t s
€ millionrevenue in Belgium30 185
EXPERTS
Bisnode Belgium
1975
SOPRES(B2C)
Wegener DM
WDM Belgium
+ Spectron (B2B) Business Solutions (B2B)
Bisnode
+ Bisnode Interact (international solutions)+ Biside (analytics)
2004
2006
2008
2013
Bisnode Belgium
Our data sources
B2COff line Online B2B
Off line Online
Socio-demo Lifestage Lifestyle Intentions Behavioural
Company info Financial info Decision makers
80%84%households
individuals +18 years
100% compliant with privacy & opt-in legislation
+ 1 000 000 e-mail addresses
+ 345 000company e-mails
+275 000e-mail position level
millioncompany addresses1,8
The world we live(d) in
Research
MARKETING + DATA = DIRECT MARKETINGThe way it was
DIRECT MARKETING SUCCESS
• WE WORKED ON IDENTIFYING WHO IS WHERE IN THE CUSTOMER JOURNEY.
• WHICH ALLOWED US TO DEVELOP A BEST IN CLASS UNDERSTANDING OF THE CUSTOMER.
• TO PROVIDE, IN EVERY WAY, A PERSONALISED EXPERIENCE AND APPROACH TO EACH AND
EVERY CUSTOMER
THE PRINCIPLE
BUT THIS IS 2016 : MARKETING WILL SOON REACH THE NEXT FRONTIER
WE SEE IT ALL AROUND US:MARKETING IS GOING THROUGH A BIG SHIFT
SMART(ER) DEVICESBIG(GER) DATAHIGH(ER) EXPECTATIONS
THE CONSUMER THE MARKETER
WANTS A SEAMLESS AND PERSONALISED
EXPERIENCE ON EACH AND EVERY
TOUCHPOINT WITH A BRAND
CAN’T DELIVER BECAUSE OF THE INCAPACITY TO CONNECT ON ALL TOUCHPOINTS.
ARE GROWING APARTCONSUMERS AND MARKETERS
THE CHALLENGE
89 %
89 % of the marketers are experiencing difficulties in becoming data driven.
THEY HAVE NO IDEA IF THE DATA THEY ARE USING IS (STILL) CORRECT. THEY HAVE TOO MANY DATASETS EACH IN THEIR OWN SILO
THEY HAVE TOO LIMITED DATA AND CAN’T MAKE THE DATA ACTIONABLE
THEY CONSIDER LACK OF RIGHT DATA THE BIGGEST
BARRIER TO ESTABLISCH AN OMNICHANNEL MARKETING
STRATEGY
HOW TO CONNECT
IN ORDER TO REALLY CONNECT AND SERVE YOUR CONSUMER, THE BEST WAY TO START IS TO:
• IDENTIFY YOUR CUSTOMER ON ANY TOUCHPOINT AND CHANNEL
• UNDERSTAND HOW SHE MOVES FROM CHANNEL TO CHANNEL, AND HOW SHE IS USING THOSE CHANNELS
• USE ALL THE DATA TO CREATE AN EXPERIENCE THAT IS CONNECTED AND PERSONALISED ACROSS ALL
CHANNELS
CONSUMERS WITH MARKETERS
HOW TO CONNECTCONSUMERS WITH MARKETERS
YOU WILL NEED TO DEVELOP COMPETENCES IN:
IDENTIFICATION – UNDERSTANDING – PERSONAL COMMUNICATION
WAIT! HAVEN’T WE SEEN THIS
BEFORE?
CONNECTINGTHE PAST WITH THE FUTURE
Slide on what made us
SUCCESFULL IN THE PAST
Slide on what makes A brand
SUCCESFULL IN THE FUTURE
EACH CHANNEL IS BECOMING ADDRESSABLE
THE DIRECT MARKETING PRINCIPLES THAT MADE US SUCCESFULL IN THE PAST ARE GOING TO MAKE US SUCESSFULL IN THE FUTURE
HOLD THAT THOUGHT
No BI without real X-ch SCV in your MDM
Demystify
OUR 3 PRINCIPLES
IDENTIFICATION UNDERSTANDING PERSONALCOMMUNICATION
THE ADDED VALUE
The Total Picture
Communication / Marketing data- Owned Media- Paid Media
Sales data- CRM /Invoicing- Mobile commerce- Website commerce
IDENTIFICATION
Operational data- Operational systems
(ERP)- Customer Service
An example
Software does the trick
Are these data customers or prospects?Are they one?
Service CenterWebformClient DBClient DBProspect DBEmail messageWebsite visit
Jenny Van Nuffels Mvr 19861224 Steenweg naar Oudegem 180 b: 21Van Huffel Jenny 01/01/1900 Kouterbaan 55Robert Decleen Dhr Stwg nr Oudegem 180 bus 21Bob Dekleen Dhr Gentweg 25Decleen BVBA Kouterbaan 55Jenny Van Nuffel [email protected] id: 15698-98547-58925-56982
Identification & Single Customer View is not solved by software
IDENTIFICATION UNDERSTANDING PERSONALCOMMUNICATION
OUR 3 PRINCIPLES
THE ADDED VALUE
The traditional Lifecycle
GROW KEEPUNDERSTAND GET
UNDERSTANDING
360° PROFILE VIEW
THIRD PARTY PROFILE DATA
UNDERSTAND
GET PROSPECTS GROW CUSTOMERS
KEEP
PREDICTPROFILING
CONVERT CROSS/UPSELL
FIRST PARTY BEHAVIOR DATA
RECOVER RETAIN
THE ADDED VALUE UNDERSTANDING
IDENTIFICATION UNDERSTANDING PERSONALCOMMUNICATION
OUR 3 PRINCIPLES
PERSONAL COMMUNICATIONTHE ADDED VALUEProvide you with the capabilitiesTo make a personal connection in omnichannel
OWNED MEDIA- SOCIAL MEDIA- (MOBILE) WEBSITE- E-MAIL- IN-STORE
PAID MEDIA- TV- RADIO- MOBILE) DISPLAY ADVERTISING- (MOBILE) VIDEO ADVERTISING- MAGAZINES- (IN-APP ADVERTISING- SOCIAL ADVERTISING- DIRECT MAILING
LINK ON EVERY
CHANNEL
CHANNEL ANALYTICS- Media response data- Customer interactions
IMPROVEPROVEIMPROVE
PROVE
All media are becoming Direct &The customer is becoming Data
Conclusion
HOW TO CONNECTCONSUMERS WITH MARKETERS
YOU WILL NEED TO DEVELOP COMPETENCES IN:
IDENTIFICATION – UNDERSTANDING – PERSONAL COMMUNICATION
No Business Intelligence without realcross-channel Single Customer View in your Master Data Management
Demystify
