Of insights, data and the stakeholders
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Presentation made at recent Data Analytics Bootcamp in Malaysia by a marketing guy who is : passionate about Data and Insights, can read and analyse data from a marketer's perspective, and thus help connect brands with consumers, based on insights.
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Of insights, data and the stakeholders
- 1. Insights, Data and the Consumer : A Marketer’s Perspective
- 2. This Discussion …. • Evolution of Data and Data Analytics in the pre and post Social Media Era
- 3. Part I : Some Personal Impressions Data, Big Data and Data Analytics
- 4. 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
- 5. 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
- 6. Organisations • Who really owns the data? • Is ‘Big Data’ still the buzz word for the real users where applicable?
- 7. Talent & Resource • Lure towards ‘data science’ as a career: seen as the new ‘sexy’ thing;
- 8. ‘Creative’ Brand Communications Agency • Realisation dawns of the importance of ‘Data’, finally! • From waving the flag of ‘Database Mktg’ to gradually embracing ‘Data Analytics’
- 9. Suits in an Agency • Not exactly their cup of tea but at the same time feel it’s high time they got into it
- 10. Market Research • Nature of role changing drastically • At risk and endangered
- 11. Marketing • High time ownership of data was taken • “Differentiate or Die” to “Data Insights or Die”: Use Data (and insights) to do things differently
- 12. IT Dept • Tasked to manage and store, although may not necessarily be aware of what’s in it
- 13. Sales • Continue to be at the receiving end to collect ‘field-data’ • Technology?
- 14. Customer Service • Faithfully carrying out the ‘script’, often even aimlessly • Social Media = 24 hour Customer Service – airing of grievances in public
- 15. Bureaucrats
- 16. Finance • “Show me the money”: Naturally, it’s the bottom line and ROI that matters; specially and even more so in difficult times
- 17. CEO’s Office • Keeping up, at least in terms of ‘terminology’
- 18. Human Resource / Personnel • Keeping pace with new and much talked about roles bring created
- 19. Big Data Start-Ups • Ushering in the future to harness insights through state-of-the-art technology, as other functions try to catch up
- 21. Customer • ‘Social’, at a cost: no personalisation, still just an ID (or #) and exposed, with little privacy and subjected to spam
- 22. 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
- 23. Thank You Any Questions ? Contact: salim@myontarget.com Mob : 019 2008833