Marketing Effectiveness in the Data Age

1. Data feast or famine?
and the importance of bringing data together for more effective marketing
Justin A th E i Marketing Services, 3rd N
J ti Armsworth, Experian M k ti S i November 2011
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2. A data feast
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3. Effective marketing must be driven by multi-
channel thinking
Traditional markets
& channels Direct channels Digital channels
Consistent data, insight and execution underpinning all activity
Using TECHNOLOGY to deploy Using DATA & INSIGHT to Using PEOPLE to interpret and advise
and measure targeted strategies understand consumers & behaviour how to keep & grow customer value
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4. How to avoid data indigestion
 J t because you can access a huge
Just b h
amount of data covering social, search,
purchasing, email etc. doesn’t mean that
you should
h ld
 Move on from aggregated reporting
 Address data and operational silos
 Develop a channel agnostic data, analysis
and segmentation strategy
 Keep the consumer at the heart of what
you do
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5. Meet Sophie…
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Reads the Guardian, Watches comedy,
Independent or the Times arts/culture/sport
Takes 1-3 holidays overseas
Young Professional who a year, usually to Europe
cares abut her career
Earns about £3,000 per
Late 20’s month and has share
options
Lives in a flat Spends a lot of time online
Has no children & lives on news.bbc.co.uk/sport;
her own timeonline.co.uk;
nationalrail.co.uk;
Walk to work/commutes lastminute.co,uk;
by train maps.google.com
maps google com
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6. Sophie loves shoes
Sophie receives a direct mail from Brand X
Promoting their latest 10% offer on every pair of shoes
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7. The dreaded Monday morning commute
On the way to work on Monday morning Sophie notices another p
y y g p poster in the tube
station for Brand X Promoting the same 10% offer on every pair of shoes
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8. Time to relax in front of the TV
Later whilst sitting down to watch Gok’s Fashion Fix. An advert for Brand X is shown
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and reminds her about the advert she saw earlier
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9. Time to check those emails
While checking emails, a few days later Sophie receives a follow up email from
g , y p p
Brand X
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10. Is that a good price?
Sophie decides to check a p
p price comparison site to check that Brand X are offering
p g
the best deal. Brand X is 2nd in her results. She decides to have another look later.
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11. Checking email on the move
The next day Sophie quickly checks her Yahoo email on her phone. A Brand X advert
is presented with a link to the Brand X website About time she paid attention to
website.
Brand X –so she clicks through.
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12. A landing page just for Sophie
Sophie clicks through to the Brand X website and purchases a pair of shoes
shoes.
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13. Welcome Sophie
Sophie is initiated into the Brand X loyalty programme. Her first communication is an
p y yp g
email offering her 5% off her next purchase
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14. These offers are hard to refuse!
Sophie continues to g personalised offers relevant to her as a customer with Shoes
p get p
and other related fashion offers.
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15. 5 recommendations for effective multi-channel
engagement
t
1. Segmentation
2. Data H b
2 D Hub
3.
3 Channel attribution
attrib tion
4.
4 Personalisation
5.
5 Test and learn
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16. There are risks - a data famine?
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17. Legislative risk
What action are you taking now?
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18. Feast, famine or somewhere in between – data is a
fundamental part of effective marketing solutions
f d t l t f ff ti k ti l ti
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19. Dealing with the feast or famine ...
 Connect your data sources to see
a ‘single version of the
truth’
 Analyse this data to unlock
powerful insights
 Leverage these insights into
multi-channel
multi channel
marketing strategies
 Measure and learn to improve
the process and
increase ROI
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20. Document Information
For further information, please contact:
,p
Justin Armsworth
Marketing Information Services
Experian | 160 Dundee Street | Edinburgh | EH11 1DQ
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T: 0131 228 7627 M: 07967 567226
Justin.armsworth@uk.experian.com
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This document is unpublished and the foregoing notice is affixed to protect Experian in the event of inadvertent publication.
All rights reserved. No part of this document may be reproduced in any form, including photocopying or electronic transmission, without prior written consent of Experian. The
information contained in this document is confidential and proprietary to Experian and may not be used or disclosed except as expressly authorised in writing by Experian.
Product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged.
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