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DATA IS THE,[object Object],NEW BLACK. ,[object Object],Nick Mercer,[object Object],MD MercerBell,[object Object]
Introduction,[object Object],A trend emerged a few years ago,[object Object],Clients seeking advice around relationship marketing with customer or prospect data at its heart,[object Object],Is Data the new black?,[object Object]
Agenda,[object Object],The changing media landscape,[object Object],New consumer preferences,[object Object],Changes in the marketing environment ,[object Object],Collecting and using consumer data,[object Object],Case studies,[object Object],Summary.,[object Object]
The changing media landscape,[object Object]
	In 1985 you could reach 80% of consumers with 4 TV spots,[object Object],	Today you need 117 ,[object Object]
We’ve witnessed a decade of change in media consumption,[object Object]
Personalised communications,[object Object],Email marketing,[object Object],Email grew in 2008 by 10 %,[object Object],Email marketing in the US worth $12.1 billion,[object Object],More than search or online advertising,[object Object],In the UK email marketing platform sales grew 10% in 2008,[object Object],Direct mail,[object Object],YR ended 30 June 08 direct mail volume in Australia grew 9%.,[object Object],Previous year grew at 6% ,[object Object],Previous five years DM volumes have increased 45%.,[object Object],Estimated volume this year showing small growth,[object Object]
Consumer preferences,[object Object],The Reaching Consumer research shows a shift in people’s preferences for receiving marketing messages,[object Object]
Research key findings 2003 and 2008,[object Object],Direct Mail is the clear media preference,[object Object],Growth in preference for email at the expense of mass media channels,[object Object],Preference for email was up from 8% to 23%,[object Object],Preference for newspapers down from 16% to 7%,[object Object],Preference for television down from 29% to 9%,[object Object],Increased rejection of marketing messages in some industries,[object Object],Research commissioned by Australia Post and executed by Open Mind Research Group,[object Object]
Changing marketers needs,[object Object],Changes in the marketing environment,[object Object]
Increased focus on budgets,[object Object],Greater accountability & robustness around advertising & marketing budgets,[object Object],Management are demanding much greater emphasis on proving ROI from all marketing channels,[object Object],Advertising no longer king ,[object Object],Move towards channel planning.,[object Object]
Communications activities,[object Object],Shift to customer retention,[object Object],Growing share of wallet,[object Object],Building customer loyalty ,[object Object],These activities mainly achieved by DM and EDM,[object Object]
Collecting and using consumer data,[object Object]
Data is everywhere,[object Object],More available customer data than ever before,[object Object],Demographic data,[object Object],Transactional data,[object Object],Behavioural data,[object Object],Usage data,[object Object],Psychographic data ,[object Object],Used to drive DM, EDM, mobile and website content,[object Object]
The impact of technology,[object Object]
In the old days,[object Object]
Today,[object Object]
Database marketing has become cheaper, easier and faster,[object Object]
Everyone is doing it,[object Object]
Data driven communications,[object Object],Army Recruitment, UK,[object Object],Telstra Mobile,[object Object],Toyota,[object Object],Repco,[object Object]
Army Recruitment UK,[object Object],personalisation driven by attitudinal data,[object Object]
Data is the new black.v5
Data is the new black.v5
Strong call to actions,[object Object],My segment,[object Object]
Data is the new black.v5
The results,[object Object],Targeted high school students and recent leavers,[object Object],In the first 12 months over 400k completed surveys,[object Object],1. Totally new level of engagement,[object Object],2. 400K new recruit leads,[object Object],	 3. Wealth of attitudinal data ,[object Object]
Attitudinal data changed recruitment advertising,[object Object],Analysis lead to advertising to key segments,[object Object],‘mates’ segment are attracted for the social side,[object Object],Advertising used imagery of obstacle courses and playing xbox and mentioned the jobs most likely to suit,[object Object],Rolled out across TV and print. ,[object Object]
Telstra Mobile ,[object Object],Ultimate personalisation and customisation,[object Object]
Telstra Mobile,[object Object],Massive amounts of customer data available,[object Object],Advanced usage of customer segmentation,[object Object],Combined transactional and demographic data and overlayed geo-demographic ,[object Object],Recognised 8 key customer segments.,[object Object]
Data is the new black.v5
Telstra,[object Object],Different plans,[object Object],Segment specific imagery,[object Object],Segment specific message,[object Object],Segment specific copy,[object Object],Different hand sets,[object Object],Unique code,[object Object]
Telstra,[object Object],Totally tailored messages,[object Object]
Tested a number of O/E imagery to reflect the segment,[object Object],but plain wins ,[object Object]
So how did it stack up?,[object Object],Won Gold in ADMA Data driven category ,[object Object]
Toyota prospect relationship marketing program,[object Object],Data driven online prospecting ,[object Object]
Different car buying landscape,[object Object],New car purchase behaviour has changed,[object Object],Average dealer visits decreased from 7 times to 1.5,[object Object],Need to continue to influence prospects,[object Object],Build consideration and be a ‘silent salesman’,[object Object]
Data is the new black.v5
26 week email,[object Object],10 week email,[object Object]
Bi-monthly enewsletter,[object Object],6 week email,[object Object]
Update your interest webpage,[object Object]
Expired PIDsurvey,[object Object]
Toyota PRM results,[object Object],					?,[object Object]
Repco Automotive,[object Object],How PURLs increased sales,[object Object]
The Bloody Big Rally promotion ,[object Object],Weekly email offers to every customer based on profile info, purchase history and growth potential,[object Object],Personalised mail segmented by customer profile and status, driving customer to PURL,[object Object],Targeted bursts and “last chance” SMS boosted registrations and sales,[object Object]
Direct mail to customer accounts to encourage sign up to the promotion,[object Object]
Follow up direct mail to customer accounts not signed up yet,[object Object]
Data is the new black.v5
Data is the new black.v5
Customer email,[object Object]
Personalised,[object Object],Time  to go,[object Object],Sales value,[object Object],No. of entries,[object Object],PURL,[object Object],Next logical product,[object Object]
Every store, state manager, plus national marketing, have daily dashboards updating performance against targets,[object Object]
Results,[object Object],Incremental growth target was 8% ,[object Object],Actual growth was 13%,[object Object],Participation rate by customers over 60%,[object Object],Now rolled out into Repco’s overseas markets,[object Object]
Results,[object Object],Short term tactical win,[object Object],Long term strategic opportunities identified,[object Object],Compared similar size businesses product sales,[object Object],Identified business that were only buying certain products from Repco,[object Object],Potential revenue of $4m,[object Object],Now developing targeted cross sell communications,[object Object]
Summary,[object Object]
Summary,[object Object],A new media landscape ,[object Object],Consumers preferred communication channels have changed,[object Object],Changes in marketing,[object Object],Technology impact,[object Object],Unexpected companies are collecting and using data,[object Object],Some cases studies.,[object Object]
Data is the new black,[object Object]
Data is NOT the new black,[object Object]
Data is fundamental to,[object Object],personalised communications today,[object Object],Data driven communications are the way forward,[object Object]
`,[object Object],Thank you Questions?,[object Object],Nick Mercer,[object Object],Managing Director,[object Object],MercerBell,[object Object]

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Data is the new black.v5

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