of insights, data and the stakeholders
TRANSCRIPT
Insights, Data and the Consumer :
A Marketer’s Perspective
This Discussion ….
• Evolution of Data and Data Analytics in the pre and post Social Media Era
Part I : Some Personal Impressions
Data, Big Data and Data Analytics
Back to Basics
Marketing
Insights
Data
Customer
Pre-1990s OR
Pre-Social Media Era
Since 1990s :Social Media Era
• Proliferation of Social Media
• Transparency
• Privacy
• Complex Decision Making and Tracking : Attribution Models, etc
• Competitive Framework
• E-Commerce
Marketing
Insights
Customer
Analytics
Big Data
Data/Big-Data and Effect on Stakeholders
Customer
Customer Service
Creative Ag
IT Dept
CEO’s Office
Finance
Sales
Marketing
Mkt Research
Big Data Start-up
Organisations
• Who really owns the data?
• Is ‘Big Data’ still the buzz word for the real users where applicable?
Talent & Resource
• Lure towards ‘data science’ as a career: seen as the new ‘sexy’ thing;
‘Creative’ Brand Communications Agency
• Realisation dawns of the importance of ‘Data’, finally!
• From waving the flag of ‘Database Mktg’ to gradually embracing ‘Data Analytics’
Suits in an Agency
• Not exactly their cup of tea but at the same time feel it’s high time they got into it
Market Research
• Nature of role changing drastically
• At risk and endangered
Marketing
• High time ownership of data was taken
• “Differentiate or Die” to “Data Insights or Die”: Use Data (and insights) to do things differently
IT Dept
• Tasked to manage and store, although may not necessarily be aware of what’s in it
Sales
• Continue to be at the receiving end to collect ‘field-data’
• Technology?
Customer Service
• Faithfully carrying out the ‘script’, often even aimlessly
• Social Media = 24 hour Customer Service – airing of grievances in public
Bureaucrats
Finance
• “Show me the money”: Naturally, it’s the bottom line and ROI that matters; specially and even more so in difficult times
CEO’s Office
• Keeping up, at least in terms of ‘terminology’
Human Resource / Personnel
• Keeping pace with new and much talked about roles bring created
Big Data Start-Ups
• Ushering in the future to harness insights through state-of-the-art technology, as other functions try to catch up
And finally, ofcourse…
Customer
• ‘Social’, at a cost: no personalisation, still just an ID (or #) and exposed, with little privacy and subjected to spam
Ultimate Analysis
• Social Media Era à Importance of Insights à (Big) Data à Analytics
• Data (and anything related) suddenly wears a new avatar of being young and sexy
• Different brands at different stages of the Data-centric Marketing Lifecycle
• Data Ownership, Understanding and Application (in Marketing) remains a ?
• State (or rather plight) of the Customer who is ultimately the source of the data
• Fundamentals haven’t changed; scale has changed; has to be all about the Customer
