I presented this at an event hosted by Acxiom on 9th February to an audience of agencies, list brokers and data consultants. It considers options for how to develop business in this pressurised sector. Take a look and let me know what you think. If you would like me to give this presentation at your event - or to speak on another data-related subject - I am available for hire. Get in touch.

1. STICK OR TWIST?
Winning Strategies to Add Value to Data and Data Services
David Reed, founder
The Data Governance Forum
www.datagovernor.co.uk

2. WHAT DO CLIENTS WANT?

3. WHAT DO CLIENTS WANT?
• From marketing, from data, from you:

4. WHAT DO CLIENTS WANT?
• From marketing, from data, from you:
• More for less
• Predictable. Flexible. Scalable
• Intelligence. Delivery. Support

5. ARE WE STILL IN THE GAME?

6. ARE WE STILL IN THE GAME?
Budget Changes in 2011
16%
37%
47%
Increase Stay the same Decrease
(SAS: Winning in Today’s Economy with Multi-Channel Marketing - 366 respondents)

7. ARE WE STILL IN THE GAME? % Budget Share by Channel
15.4
Website
17.9
14.0
Direct Marketing
14.1
12.3
Email
12.5
12.8
Live events/tradeshows/seminars
12.0
11.4
Press Advertising
9.5
9.4
Search
8.8
7.9
Other
8.8
7.7
Online Advertising
7.9
5.7
Social Media
6.4
6.9
Outbound Telemarketing
6.2
6.8
TV Advertising
5.8
2.6
Webinars/webcasts/virtual events
2.7
2.9
Outdoor Advertising
2.6
1.7
Radio Advertising
2.2
0 5 10 15 20
Average share 2010 (%) Average share 2011 (%)
(SAS: Winning in Today’s Economy with Multi-Channel Marketing - 324 respondents)

8. ARE WE STILL IN THE GAME? % Budget Share by Channel
15.4
Website
17.9
14.0
Direct Marketing
14.1
12.3
Email
12.5
12.8
Live events/tradeshows/seminars
12.0
11.4
Press Advertising
9.5
9.4
Search
8.8
7.9
Other
8.8
7.7
Online Advertising
7.9
5.7
Social Media
6.4
6.9
Outbound Telemarketing
6.2
6.8
TV Advertising
5.8
2.6
Webinars/webcasts/virtual events
2.7
2.9
Outdoor Advertising
2.6
1.7
Radio Advertising
2.2
0 5 10 15 20
Average share 2010 (%) Average share 2011 (%)
(SAS: Winning in Today’s Economy with Multi-Channel Marketing - 324 respondents)

9. ARE WE STILL IN THE GAME? % Budget Share by Channel
15.4
Website
17.9
14.0
Direct Marketing
14.1
12.3
Email
12.5
12.8
Live events/tradeshows/seminars
12.0
11.4
Press Advertising
9.5
9.4
Search
8.8
7.9
Other
8.8
7.7
Online Advertising
7.9
5.7
Social Media
6.4
6.9
Outbound Telemarketing
6.2
6.8
TV Advertising
5.8
2.6
Webinars/webcasts/virtual events
2.7
2.9
Outdoor Advertising
2.6
1.7
Radio Advertising
2.2
0 5 10 15 20
Average share 2010 (%) Average share 2011 (%)
(SAS: Winning in Today’s Economy with Multi-Channel Marketing - 324 respondents)

10. ARE WE STILL IN THE GAME? Budget Change by Channel
Website 44.5 43.9 6.4
1.7
Social Media 44.1 36.02.6 11.5
Email 43.2 48.4 3.22.3
Search 33.8 43.0 4.7 12.2
Online Advertising 27.8 39.9 5.9 18.3
Direct Marketing 21.6 41.9 17.1 9.9
Live events/tradeshows/seminars 19.8 39.2 15.6 13.9
Webinars/webcasts/virtual events 17.5 19.3 3.7 40.8
Outbound Telemarketing 15.7 29.2 5.1 36.7
Press Advertising 13.2 35.4 22.5 20.4
Other 6.5 26.5 6.0 32.1
TV Advertising 5.7 13.8 11.1 53.6
Radio Advertising 5.2 16.8 10.7 50.2
Outdoor Advertising 4.8 19.2 11.7 48.3
0 25 50 75 100
Increase Stay the Same Decrease Don’t Use
(SAS: Winning in Today’s Economy with Multi-Channel Marketing - 356 respondents)

11. ARE WE STILL IN THE GAME? Budget Change by Channel
Website 44.5 43.9 6.4
1.7
Social Media 44.1 36.02.6 11.5
Email 43.2 48.4 3.22.3
Search 33.8 43.0 4.7 12.2
Online Advertising 27.8 39.9 5.9 18.3
Direct Marketing 21.6 41.9 17.1 9.9
Live events/tradeshows/seminars 19.8 39.2 15.6 13.9
Webinars/webcasts/virtual events 17.5 19.3 3.7 40.8
Outbound Telemarketing 15.7 29.2 5.1 36.7
Press Advertising 13.2 35.4 22.5 20.4
Other 6.5 26.5 6.0 32.1
TV Advertising 5.7 13.8 11.1 53.6
Radio Advertising 5.2 16.8 10.7 50.2
Outdoor Advertising 4.8 19.2 11.7 48.3
0 25 50 75 100
Increase Stay the Same Decrease Don’t Use
(SAS: Winning in Today’s Economy with Multi-Channel Marketing - 356 respondents)

12. ARE WE STILL IN THE GAME? Budget Change by Channel
Website 44.5 43.9 6.4
1.7
Social Media 44.1 36.02.6 11.5
Email 43.2 48.4 3.22.3
Search 33.8 43.0 4.7 12.2
Online Advertising 27.8 39.9 5.9 18.3
Direct Marketing 21.6 41.9 17.1 9.9
Live events/tradeshows/seminars 19.8 39.2 15.6 13.9
Webinars/webcasts/virtual events 17.5 19.3 3.7 40.8
Outbound Telemarketing 15.7 29.2 5.1 36.7
Press Advertising 13.2 35.4 22.5 20.4
Other 6.5 26.5 6.0 32.1
TV Advertising 5.7 13.8 11.1 53.6
Radio Advertising 5.2 16.8 10.7 50.2
Outdoor Advertising 4.8 19.2 11.7 48.3
0 25 50 75 100
Increase Stay the Same Decrease Don’t Use
(SAS: Winning in Today’s Economy with Multi-Channel Marketing - 356 respondents)

13. ARE WE STILL IN THE GAME? Budget Change by Channel
Website 44.5 43.9 6.4
1.7
Social Media 44.1 36.02.6 11.5
Email 43.2 48.4 3.22.3
Search 33.8 43.0 4.7 12.2
Online Advertising 27.8 39.9 5.9 18.3
Direct Marketing 21.6 41.9 17.1 9.9
Live events/tradeshows/seminars 19.8 39.2 15.6 13.9
Webinars/webcasts/virtual events 17.5 19.3 3.7 40.8
Outbound Telemarketing 15.7 29.2 5.1 36.7
Press Advertising 13.2 35.4 22.5 20.4
Other 6.5 26.5 6.0 32.1
TV Advertising 5.7 13.8 11.1 53.6
Radio Advertising 5.2 16.8 10.7 50.2
Outdoor Advertising 4.8 19.2 11.7 48.3
0 25 50 75 100
Increase Stay the Same Decrease Don’t Use
(SAS: Winning in Today’s Economy with Multi-Channel Marketing - 356 respondents)

14. ARE WE STILL IN THE GAME?

15. ARE WE STILL IN THE GAME?
•Budgets - 84% stable or rising

16. ARE WE STILL IN THE GAME?
•Budgets - 84% stable or rising
•Share - Direct mail + Email = 25% of spend

17. ARE WE STILL IN THE GAME?
•Budgets - 84% stable or rising
•Share - Direct mail + Email = 25% of spend
•Change - Direct mail 63% stable or rising

18. ARE WE STILL IN THE GAME?
•Budgets - 84% stable or rising
•Share - Direct mail + Email = 25% of spend
•Change - Direct mail 63% stable or rising
•Change - Email 91% stable or rising

19. ARE WE STILL IN THE GAME?
•Budgets - 84% stable or rising
•Share - Direct mail + Email = 25% of spend
•Change - Direct mail 63% stable or rising
•Change - Email 91% stable or rising
•Change - OBTM 45% stable or rising

20. ARE WE STILL IN THE GAME?

21. ARE WE STILL IN THE GAME?
•Social media - the rise is dazzling, but from a
low base. And who owns it?

22. ARE WE STILL IN THE GAME?
•Social media - the rise is dazzling, but from a
low base. And who owns it?
•Mobile marketing - big expectations, big
problems (cross-platform compatibility,
consumer acceptance, etc)

23. STICK OR TWIST?

24. STICK

25. STICK
•Prospect data:

26. STICK
•Prospect data:
•Direct mail - bottomed
out, unlikely to regrow

27. STICK
•Prospect data:
•Direct mail - bottomed
out, unlikely to regrow
•Email - falling opt-in and
opens, rising unsubscribe

28. STICK
Issues:

29. STICK
Issues:
•Limited sources - who’s
collecting data?

30. STICK
Issues:
•Limited sources - who’s
collecting data?
•Validation - EER Opt-out =
45%

31. STICK
Issues:
•Limited sources - who’s
collecting data?
•Validation - EER Opt-out =
45%
•Coverage - consumer
universes = 41M, but all
multi-sourced from same sets

32. STICK
Issues:
•Limited sources - who’s
collecting data?
•Validation - EER Opt-out =
45%
•Coverage - consumer
universes = 41M, but all
multi-sourced from same sets
•Lead generation - good for
“hot leads”, but some sources
too hot to handle

33. STICK

34. STICK

35. STICK
•Value over volume =
intelligent play

36. STICK
•Value over volume =
intelligent play
•Valued variables =
renewal dates, permissions,
purchasing intentions,
“in market” indicators

37. STICK
Variables in Single Customer View
Customer name 92.7
Delivery address 34.1
Home address 63.4
Daytime phone number 90.2
Evening phone number 51.2
Mobile phone number 70.7
Email address 92.7
Web URL 31.7
Purchase history by product 78.0
Purchase history by value 63.4
Contact history 78.0
Segment code 51.2
0 25 50 75 100
% hold on SCV
(Source: Data Strategy, “State of the Nation 2010”)

38. STICK
Variables in Single Customer View
Customer name 92.7
Delivery address 34.1
Home address 63.4 “Often all we know
about an individual is
Daytime phone number 90.2
an appliance they
Evening phone number 51.2 have.” - warranty
insurance provider
Mobile phone number 70.7
Email address 92.7
Web URL 31.7
Purchase history by product 78.0
Purchase history by value 63.4
Contact history 78.0
Segment code 51.2
0 25 50 75 100
% hold on SCV
(Source: Data Strategy, “State of the Nation 2010”)

39. STICK

40. STICK
•Appending, cleaning,
updating = value plays

41. STICK
•Appending, cleaning,
updating = value plays
•Data + matching and
management + insight =
premium value plays

42. TWIST
Algorithms replacing data?

43. TWIST
Algorithms replacing data?

44. TWIST
Algorithms replacing data?
•Online re-targeting
(eg, myThings)

45. TWIST
Algorithms replacing data?
•Online re-targeting
(eg, myThings)
•“It’s like playing pinball with
your customers.” - Karen
Millen

46. TWIST
Algorithms replacing data?
•Online re-targeting
(eg, myThings)
•“It’s like playing pinball with
your customers.” - Karen
Millen
•“These are qualified leads
that are a lot more valuable
than general visitors.” - Karen
Millen

47. TWIST
Algorithms replacing data?

48. TWIST
Algorithms replacing data?
•Issues:

49. TWIST
Algorithms replacing data?
•Issues:
•EC review of cookies
could kill this stone dead in
Europe

50. TWIST
Algorithms replacing data?
•Issues:
•EC review of cookies
could kill this stone dead in
Europe
•Opportunities:

51. TWIST
Algorithms replacing data?
•Issues:
•EC review of cookies
could kill this stone dead in
Europe
•Opportunities:
•Data owners + ad
networks + marketing
agencies = value play

52. TWIST
Data drives relevance 1.

53. TWIST
Data drives relevance 1.
•Most used, least defined
concept in marketing

54. TWIST
Data drives relevance 1.
•Most used, least defined
concept in marketing
•“Relevance can be a data
brief.” - Lloyds Banking
Group

55. TWIST
Data drives relevance 1.
•Most used, least defined
concept in marketing
•“Relevance can be a data
brief.” - Lloyds Banking
Group

56. TWIST
Data drives relevance 1.
•Most used, least defined
concept in marketing
•“Relevance can be a data
brief.” - Lloyds Banking
Group
•Closed loop targeting, tracking and measurement is
more likely to move the brand closer to its customers
than just building targeting or propensity models.
Demands richer data and enhancement with data
linked into operational delivery.

57. TWIST
Data drives relevance 1.

58. TWIST
Data drives relevance 1.
•Issues:

59. TWIST
Data drives relevance 1.
•Issues:
•Clients wary of opening
ops to all but largest
partners

60. TWIST
Data drives relevance 1.
•Issues:
•Clients wary of opening
ops to all but largest
partners
•Opportunities:

61. TWIST
Data drives relevance 1.
•Issues:
•Clients wary of opening
ops to all but largest
partners
•Opportunities:
•Supporting evidence-
based decision-making

62. TWIST
Data drives relevance 2.

63. TWIST
Data drives relevance 2.
•“We might have got
approval for increased
spend based on ‘gut feel’ or
‘instinct’ – now we know
what to spend, who to
target and the return for
the organisation.” - RIAS

64. TWIST
Data drives relevance 2.
•“We might have got
approval for increased
spend based on ‘gut feel’ or
‘instinct’ – now we know
what to spend, who to
target and the return for
the organisation.” - RIAS

65. TWIST
Data drives relevance 2.

66. TWIST
Data drives relevance 2.
•Data refreshes + dynamic
creative = relevance

67. TWIST
Data drives relevance 2.
•Data refreshes + dynamic
creative = relevance
•Relevance = value play

68. TWIST
Data drives relevance 3.

69. TWIST
Data drives relevance 3.
•One quarter of consumers withhold
permission to email even from companies they
already have a relationship with.

70. TWIST
Data drives relevance 3.
•One quarter of consumers withhold
permission to email even from companies they
already have a relationship with.
•The wording of privacy statements is the
frontline for relevance.

71. TWIST
Data drives relevance 3.
•One quarter of consumers withhold
permission to email even from companies they
already have a relationship with.
•The wording of privacy statements is the
frontline for relevance.
•Making these statements more engaging could
reduce opt-out rates by as much as 17 per
cent (DMA Data Tracker Study).

72. TWIST

73. TWIST

74. TWIST

75. TWIST
Lead nurturing (transfer from B2B)

76. TWIST
Lead nurturing (transfer from B2B)
•Long lifecycle buys -
tracking prospects from
cold to warm - incremental
relevance

77. TWIST
Lead nurturing (transfer from B2B)
•Long lifecycle buys -
tracking prospects from
cold to warm - incremental
relevance
•Reed Business Information
increased conversion by
1.2%, sales opportunities by
50%, qualified lead volumes
by 42%

78. TWIST
Lead nurturing (transfer from B2B)
•Long lifecycle buys -
tracking prospects from
cold to warm - incremental
relevance
•Reed Business Information
increased conversion by
1.2%, sales opportunities by
50%, qualified lead volumes
by 42%

79. TWIST
Lead nurturing (transfer from B2B)

80. TWIST
Lead nurturing (transfer from B2B)
•Issues:

81. TWIST
Lead nurturing (transfer from B2B)
•Issues:
•Pressure for short sales cycles to hit targets

82. TWIST
Lead nurturing (transfer from B2B)
•Issues:
•Pressure for short sales cycles to hit targets
•Short-term memory and staffing - how many
B2C marketers are still in post after 12 - 18
months?

83. TWIST
Lead nurturing (transfer from B2B)
•Issues:
•Pressure for short sales cycles to hit targets
•Short-term memory and staffing - how many
B2C marketers are still in post after 12 - 18
months?
•Requires data + modelling + technology

84. TWIST
Lead nurturing (transfer from B2B)

85. TWIST
Lead nurturing (transfer from B2B)
•Opportunities:

86. TWIST
Lead nurturing (transfer from B2B)
•Opportunities:
•Cost savings for client by avoiding repeated
purchases of same prospect names

87. TWIST
Lead nurturing (transfer from B2B)
•Opportunities:
•Cost savings for client by avoiding repeated
purchases of same prospect names
•Premium for supplier from lead nurturing
engagement

88. TWIST
Time to get handcrafted?

89. TWIST
Time to get handcrafted?

90. TWIST
Time to get handcrafted?
•Issues:

91. TWIST
Time to get handcrafted?
•Issues:
•Very limited application (00s, not Ks)

92. TWIST
Time to get handcrafted?
•Issues:
•Very limited application (00s, not Ks)
•Data scraping is a grey area

93. TWIST
Time to get handcrafted?
•Issues:
•Very limited application (00s, not Ks)
•Data scraping is a grey area
•Opportunities:

94. TWIST
Time to get handcrafted?
•Issues:
•Very limited application (00s, not Ks)
•Data scraping is a grey area
•Opportunities:
•Very relevant for high value products

95. TWIST
Time to get handcrafted?
•Issues:
•Very limited application (00s, not Ks)
•Data scraping is a grey area
•Opportunities:
•Very relevant for high value products
•Creativity + data + relevance = premium value
play

96. STICK OR TWIST?

97. QUESTIONS?
davidreed@datagovernor.co.uk
01449 677554