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Similaire à Tyler Greer's (Exponential) presentation at Mumbrella's B2B Marketing Summit 2018
Similaire à Tyler Greer's (Exponential) presentation at Mumbrella's B2B Marketing Summit 2018 (20)
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Tyler Greer's (Exponential) presentation at Mumbrella's B2B Marketing Summit 2018
- 2. what has your data done for you lately?
- 3. EARTH
- 4. PEOPLE DATA
- 6. one should help us to understand
- 7. PEOPLE THE PROBLEM WITH WE DON’T ALWAYS ACT THE WAY WE’RE SUPPOSED TO
- 8. IT’S MORE DIFFICULT THAN EVER TO BOX PEOPLE IN
- 9. People circa
- 10. we have access we have money we have health we have connection
- 12. SNEAKER FREAKERS Nike, Adidas, Puma, New Balance, Saucony, Reebok, girls sandals, girls footwear, girls boots THE MOSH PIT music festivals, music tours, music tickets, camping equipment FASHION PASSION men’s jackets, girls clothes, men's shirts, women's shorts, eye cream, hair products, girls shorts THEM GROOVY PARENTS back to school, kids footwear, kids bags, family holidays, kids apparel, kids shorts
- 14. By 2020 it is estimated that up to a third of the UK workforce will be 50-plus and they will control 80 per cent of the wealth. In 2016, 85% of purchasing decisions were made by women yet 91% of women believe advertisers don’t understand them In 2016, 84% of the women surveyed used products and services they felt were aimed at younger women Superhuman Telegraph UK Survey 2017
- 15. MARK TWAIN IT’S WHAT YOU KOW FOR SURE THAT JUST AIN’T SO IT AIN’T WHAT YOU DON’T KNOW THAT GETS YOU INTO TROUBLE
- 17. DEMOGRAPHIC MARKETING IS DEAD WE KILLED IT
- 18. “But, as a marketer, it would serve you well to remember what a segment actually consists of. A segment of the market is not a group that share similar demographics. A segment of the market is a group of consumers who think, behave or respond in a similar fashion. Claiming that your target segment is the 18- to 35-year-old female is about as impressive as saying you will only target Librans with your new campaign. Unless you can prove that this demographic group actually thinks and behaves differently from others, your segment is not a segment at all. It’s just a crap stereotype on which you will first pile a bunch of assumptions and then later your product.”Mark Ritson guess who
- 19. TO MY MEDIA CHANNELS??” “WHAT HAPPENED
- 20. the great gift of the internet
- 21. data
- 24. WE HAVE INFORMATION WHERE THE USER HAS CONTROL
- 25. WHAT PEOPLE DO ONLINE TELLS US WHO THEY ARE OFFLINE
- 26. at the right time Connect with the right audience
- 28. 2014 2017 39% 41% HOW CONFIDENT ARE YOU IN YOUR ORGANIZATION’S USE OF BIG DATA? Source: Kantar Milward Brown 2014 & 2017 Getting Digital Right
- 29. where I work where I live where I weep
- 30. Data market
- 32. 35% 33% 32% We have data. It’s not usable or we don’t know how to use it We don’t have enough data We have data. It’s useable and we know how to use it. Source: “Let’s Get Personal: Omnichannel personalization in a hyper-connected world” FitForCommerce 2016
- 33. BIAS
- 34. BIAS“The science is ahead of the art” “Our ability to target has far outstripped our ability to create” CEO of a Democratic technology firm Founder of a Republican analytics firm.
- 35. um… … help! 83% said having old or outdated data was a big challenge to maintaining quality in their contact database 71% said they just don’t have the time or resources to implement an effective process Two in three replied that they don’t have enough data on current customers. 2018 Demand Gen B2B Data whitepaper
- 36. 76% believe inaccurate data is undermining their ability to provide excellent customer service 94% companies experienced internal challenges involving data quality most cite human error The Data Management Benchmark Report, Experian 2017
- 37. KMB ‘Getting Digital Right’ 2017 2017 32% in media mix advertiser confidence 2016 50%
- 38. 67% of global CMOs say they’ve put their own intuition over data-driven insight Source: 2018 Global CEO Outlook, KPMG International
- 40. WHAT IS THE BIGGEST OPPORTUNITY FACING MARKETERS TODAY? Source: Milward Brown 2017 Getting Digital Right USINGBIGDATA MULTISCREEN MARKETING BREAKING DOWNSILOS OPTIMIZING VIDEO OTHER
- 41. The Data Management Benchmark Report, Experian 2017 On average, organisations believe they could increase overall sales by 29% if data was fully accurate and to the highest quality
- 43. and the more granular the better
- 44. Complex people A person with data points? Data is human…?
- 46. Page46 Interest-based Audiences PERFORMANCE IMPROVES 24% ON AVERAGE When data points combined 256X 198X 118X Combine attributes to qualify high-value users in real-time 400 POINTS of interest captured per user on average Home Insurance Calculators Smart TV HDTV Networking DSL Wired Broadband 4G Broadband Home Insurance & Smart TV Calculators & DSL HDTV & 4G Broadband
- 47. Get a Clearer View of your consumers and connect one-to-one Profile Consumers in Granular Detail When a consumer visits a page, our platform attaches the associated interests to their anonymous profile Generate Deeper Connections Combine multiple attributes to reveal a more holistic view of an individual consumers interest and intent Drive Better Results Accurately determine the value of each user and every impression in real-time. USER: 11672983 Consumer Interest ◉ Finance > Retirement ◉ Automotive > Rental Cars ◉ Travel > Package Deals ◉ Sports > Golf Campaign History ◉ Served Ad ◉ Clicked Ad ◎ Conversion
- 48. 48 Consumer 1 Consumer 2 Consumer 3 In-market NO YES YES RECENCY CONSUMER INTEREST FREQUENCY Qualify Consumers in real-time based on their interests Our machine learning technology evaluates every impression using Exponential’s ISI (In-market Screen Index) scoring system to understand how valuable a consumer is for us to act on. ISI determines consumer intent based on…
- 50. 50 Kantar Vermeer Insights 2020 study 2017 “Of the factors found to drive consumer-centric growth, none mattered more that a firm’s insights engine” 67% of execs at overperforming firms were skilled at linking disparate data sources 61% of over- performers have Insights involved in all key areas of planning 71% of overperforming firms combined analytical and creative thinking
- 51. 51 McKinsey looked at two distinct groups of enterprises - fast growers and slow growers - and found that the fast growing sales organisations use analytics more effectively than most, with 53% heavily investing in sales analytics, compared to only 37% of organisations categorised as slow growers. Sales analytics is a proven weapon for differentiating organisations from the "also-rans" in their industries FAST GROWING BUSINESSES HEAVILY INVESTING IN SALES ANALYTICS SLOW GROWING BUSINESSES INVESTING DO SAME 53% 37% looked at two distinct groups of enterprises - fast growers and slow growers - and found that the fast growing sales organisations use analytics more effectively than most, with 53% heavily investing in sales analytics, compared to only 37% of organisations categorised as slow growers. Sales analytics is a proven weapon for differentiating organisations from the "also-rans" in their industries McKinsey
- 52. “by 2020, 57% of business buyers will depend on companies to anticipate their needs and if they don’t, business buyers will have no problem switching brands Salesforce 2017 Connected Customer report
- 53. 53 OPERATIONAL SKILL USED TO CONFER COMPETITIVE ADVANTAGE TODAY, THE NEW SOURCE OF ADVANTAGE IS CONSUMER CENTRICITY DEEPLY UNDERSTANDING YOUR CUSTOMERS’ NEEDS, AND FULLFILLING THEM operational skill once determined competitive advantage today, the source of advantage is customer centricity understanding the needs of customers, and fulfilling them
- 58. 58 ACTION IS TIED TO A MOMENT IN TIME IT NEEDS IMPETUS
- 63. 63 Restaurants Kitchen appliances Italian cuisine Mediterranean travel Coffee machines WINE CRAFT BEER Shopping for clothes, shoes, accessories Cheap air fares Make-up , skin care, weight loss Juicers Phones, Wi-Fi SPIRITS CHAMPAGNE
- 65. insight fuels action Comms strategy Channel planning Content distribution Language Sales approach
- 67. 67 52% b2c 65% b2bif a company doesn’t personalise communications to likely to switch brands
- 68. PROSPECTIN G
- 72. Page72 Enhance campaign performance by retargeting with blended interests AUDIENCE SEG MENTS RETARGETING WITH VALUE Site visitors Mortgage Real Estate Calculators Credit Loans Banking Insurance 0 125 250 375 500 30 32 58 62 110 113 130 480 Site visitor & Mortgages Site visitor & Real Estate Site Visitor & Calculators 700 750 800 850 900 900X 780X 760X Site visitor & Calculators Site visitor & Smart TV Site visitor & DSL Site visitors Home Insurance Calculators Smart TV HDTV Networking DSL Wired Broadband BLENDED DATA POINTS ACT TOGETHER TO FORM A WHOLE MORE POWERFUL THAN ITS CONSTITUENT
- 74. The internet of some things is enough for now
- 75. “WE DON’T NEED MORE ROBOTS; WE NEED PEOPLE IN ROBOT SUITS” Bryan Melmed Exponential VP of Insights
- 77. WHERE DOES YOUR DATA COME FROM? HOW OLD IS IT? HOW GRANULAR IS IT? ARE WE WORKING WITH TRUSTED TOOLS AND PARTNERS?
- 78. BETTER EQUIP OUR SALES TEAMS BETTER CRAFT AND DISTRIBUTE CONTENT BUILD BETTER STRATEGIES RANK AND PURSUE LEADS
- 79. TRAIN OR HIRE DATA AND ANALYTICS SPECIALISTS DRAW DATA FROM ALL PARTS OF YOUR COMPANY MAKE IT ACTIONABLE
- 80. WHAT happened to creativity? question “Creative is a legacy skill and no longer a focus of demand.”The Rise of the Marketer study The Economist, 2016
- 81. 39% 38 % 16% 39% 26% 37% Marketing operations/ technology Digital engagement Strategy & Planning Customer acquisitionBranding & advertising Creative Rise of the Marketer The Economist, 2016
- 83. Page83 61% of over- performing execs believed their insights team were skilled at conveying insights through rrative Kantar Vermeer Insights 2020 study 2017
- 84. 150 years of digging 2 close to complete 15 skeletons
- 85. 150 years of digging 2 close to complete 15 skeletons geolog y
- 88. imagination
- 91. THIS IS
- 92. the right people to understand data the right data to understand people
- 94. 94 According to Dun & Bradstreet, in the next hour, 58 business addresses will change, 11 companies will change their names, and 41 new businesses will open…not to mention how many companies will go out of business and how many contacts will change jobs, titles, email addresses, certifications, etc. B2B DOES NOT HAVE THE SAME SCALE DATA AS B2C The key difference between old and new forms of CRM is the ability to analyse a far greater number of interactions between the buyer and supplier, across different channels and product lines. However, lengthy time lines and complexity of engagement (and particularly the potential for cross-contamination when conducting AB testing) makes determining overall success of these initiatives difficult, particularly if they are just measured in revenue terms. We know that customers are demanding a more personalised experience. In fact, 52% of consumers (and 65% of B2B buyers) say they’re likely to switch brands if a company doesn’t personalise communications to them. But brands can only personalise effectively if they know who their customers are – their information, behaviours and preferences. A CRM platform is critical in tracking and using this data.