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COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017
Using Data To Build Meaningful
Customer Relationships
Glossy Data Strategy, April 2...
COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017
2
COPYRIGHT©YAHOO2017
“The world that people live in now is very
different; the way...
COPYRIGHT©YAHOO2017
SearchSearch EmailSearch Email TravelSearch Email Travel Shop
COPYRIGHT©YAHOO2017
3
THE RIGHT SIGNALS ...
COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017
4
unique beauty product purchasers
EVOLVING CUSTOMER KNOWLEDGE
R...
COPYRIGHT©YAHOO2017
Streaming Service Signups
Cable Subscribers
Cable Cancellations
5
APPLYING THE CREATIVE APPROACH
Cord ...
COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017
6
COPYRIGHT©YAHOO2017
KEY TAKEAWAYS
Real actions tell
you where
customers are in
a ...
COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017
Jeremy Gold
jgold@yahoo-inc.com
THANK YOU
7
COPYRIGHT©YAHOO2017
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Morning workshop with Yahoo! Actions speak louder than aspirations: Using data to build meaningful customer relationships, Glossy Hot Topic: Data Strategy, April 2017

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Jeremy Gold's presentation at Glossy's Hot Topic: Data Strategy, NYC, April 2017

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Morning workshop with Yahoo! Actions speak louder than aspirations: Using data to build meaningful customer relationships, Glossy Hot Topic: Data Strategy, April 2017

  1. 1. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 Using Data To Build Meaningful Customer Relationships Glossy Data Strategy, April 25, 2017 Jeremy Gold, VP and Industry Lead, CPG, Yahoo ACTIONS SPEAK LOUDER THAN ASPIRATIONS 1 COPYRIGHT©YAHOO2017
  2. 2. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 2 COPYRIGHT©YAHOO2017 “The world that people live in now is very different; the way consumers look for information is very different. We have to be willing to find consumers where they are, as opposed to where we would like them to be.” – Sally Morrison, Head of Sales & Marketing, Americas, Gemfields
  3. 3. COPYRIGHT©YAHOO2017 SearchSearch EmailSearch Email TravelSearch Email Travel Shop COPYRIGHT©YAHOO2017 3 THE RIGHT SIGNALS MATTER Demo Data Content Consumption Geo-Location Data
  4. 4. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 4 unique beauty product purchasers EVOLVING CUSTOMER KNOWLEDGE REQUIRES CREATIVITY 1.5M in beauty purchases $76M receiving emails from top beauty retailers8M receiving emails from magazine publishers5M Source: Yahoo Internal Data
  5. 5. COPYRIGHT©YAHOO2017 Streaming Service Signups Cable Subscribers Cable Cancellations 5 APPLYING THE CREATIVE APPROACH Cord Cutters: 23M Users viewing multi-screen I N C L U D I N G (examples) E X C L U D I N G (examples: current cable subscriptions) COPYRIGHT©YAHOO2017 The insight is in the A C T I O N S viewers take to cut the cord Discovering Cord Cutters Source: Yahoo Internal Data
  6. 6. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 6 COPYRIGHT©YAHOO2017 KEY TAKEAWAYS Real actions tell you where customers are in a given moment Look for the right data signals to better understand customers Think creatively about the data in order to evolve customer understanding
  7. 7. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 Jeremy Gold jgold@yahoo-inc.com THANK YOU 7 COPYRIGHT©YAHOO2017

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