“WITHOUT DATA YOU’RE JUST - REHDA –...

“WITHOUT DATA

YOU’RE JUST

ANOTHER PERSON

WITH AN OPINION”W EDWARDS DEMING

ABDUL JAMI SHAIK

HEAD, SALES & MARKETING

DATA AT THE HEART OF UNDERSTANDING CONSUMER

1. RISING CONSUMER TRENDS ESPECIALLY WITH MOBILE AND DIGITAL ADOPTION

2. GAVE RISE TO SURGE IN CONSUMER DATA & CREATES NEW OPPORTUNITIES FOR BRANDS

TO SYSTEMATICALLY AND OBJECTIVELY

3. UNDERSTAND CONSUMER PREFERENCE

Rising Consumer Trends

MALAYSIA IS A YOUNG COUNTRY WITH

65% OF POPULATION BELOW 35 YEARS OLD WHO LIVE IN A

DIGITAL-FIRST WORLDGOOGLE

OWNERSHIP, CONTROL & NEW EXPERIENCES

CONSUMERS ARE

INCREASINGLY SEEKING FOR

IPSOS “Empowering the Empowered Consumer 2018

Which has given rise to the following trends

BRANDS THAT CREATE

PERSONALIZED EXPERIENCESSEE REVENUE INCREASES OF

6% TO 10%

Boston Consulting Group, The Star

MALAYSIA HAS OVER

70% SMARTPHONE PENETRATIONWHICH REFLECTED A HIGH

DIGITAL ADOPTIONACROSS THE POPULATION

THEY ARE EXPLORING

NEW EXPERIENCESAND MORE WILLING TO

SHARE EXPERIENCESLEADING TO THE RISE OF

CONSUMER DATA

CUSTOMER EXPERIENCEALSO TRANSLATES DIRECTLY TO

REVENUE

Data Never Sleeps

55% OF MALAYSIANS SAY THAT THEY SPEND

MORE THAN FIVE HOURS A DAY ON THEIR MOBILE DEVICES

THE LARGE VOLUME OF DATA ENABLES

PERSONALIZATIONOF COMMUNICATION CHANNELS, TIMING, MEDIUM, LANGUAGE, AND INFORMATION

TO OPTIMIZE CONSUMER LIFETIME VALUE (CLV)

MICROSEGMENTATION

BASED ON

CONSUMER BEHAVIOR, COMMUTE PATTERNSAND PREFERENCE BEYOND DEMOGRAPHICS

EXPANSION OF

DATA DRIVEN MARKETINGTO DATA DRIVEN

PRODUCT DIFFERENTIATION

TO HELP CREATE AN UNFORGETTABLE EXPERIENCE

FOR THE CUSTOMERS OF TODAY AND THE FUTURE

THE DATA LOOPTM

ONE CONSISTENT EXPERIENCE. DATA DRIVEN. CONSUMER CENTRIC.

STEP 1: ESTABLISHING THE METRICSDATA DOESN’T GET COLLECTED BY ACCIDENT. TRACK WHAT MATTERS. PRIORITIZE.

STEP 2: DELIVERING THE EXPERIENCEONE GOOD EXPERIENCE LASTS ONE INSTAGRAM POST.

A CONSISTENTLY GREAT EXPERIENCE LAST FOREVER.

STEP 3: ANALYZE AND REPEATWHAT WORKED YESTERDAY MIGHT NOT WORK TOMORROW. KEEP TESTING. APPLY LEARNINGS.

STEP 1: ESTABLISHING THE METRICS

WHAT GETS TRACKED IMPROVE

BUSINESS METRICS• GDV & GSV

• REGISTRATION

• BOOKINGS & SALES

• CANCELATIONS & LOAN REJECTIONS

• RETURN ON ADS SPEND

• MARKETING ROI/ MEDIA VALUE

• SHARE OF VOICE & DIGITAL ENGAGEMENT

• PERFORMANCE MARKETING METRICS

CONSUMER METRICS• CUSTOMER LIFETIME VALUE

• NET PROMOTER SCORE

• CUSTOMER SATISFACTION INDEX

• CONSUMER EXPERIENCE

• RETURNING CONSUMERS

• CONTENT ENGAGEMENT & EFFECTIVENESS

• EARNED MEDIA / ADVOCATORS

• BRAND RECALL

PART HUMAN, PART MACHINE

NO TOOLS CAN REPLACE

A TALENTED TEAMONCE YOU HAVE THE RIGHT PEOPLE, THE TOOLS BECOME SECONDARY.

STEP 2: DELIVERING THE EXPERIENCE

ONE BRAND MULTIPLE EXPERIENCES

TECHNOLOGYENABLED

TARGETED MULTICHANNEL PERSONALIZED GEODATA

STEP 3: ANALYZE AND REPEAT

CONTINUOUS IMPROVEMENTS

SHARING INSIGHTSFROM CONSUMERS’ DIGITAL BEHAVIORS AND PREFERENCES FOR MARKETING, CRM AND PRODUCT DEVELOPMENT PURPOSE

QUICK ITERATIONSBASED ON INTERIM RESULTS TO IMPROVE OVERALL MARKETING PERFORMANCE.

INSTANT FEEDBACKWHERE POSSIBLE

CONSTANTLY EXPLORE

NEW TECHNOLOGYWHETHER IT IS FOR MARKETING, SALES, PRODUCT, PHYSICAL INTERACTIONS WITH THE OBJECTIVE OF DELIVERING

EXCELLENT EXPERIENCES

In Practice

CANTARA CASE STUDY

START WITH THE END IN MIND

UNDERSTANDAUDIENCE JOURNEY AND PREFERENCE

OPTIMIZE AD SPENDDISCOVER NEW CONSUMER TRENDS

CANTARA CASE STUDY

GOING THE FULL MILE

INTEREST

CALLS

SOCIAL MSG

ENGAGEMENTS

WEB TRAFFIC

• SEARCH

• WEB TRAFFIC

REGISTRATION

REGISRATIONS:

WEB

MOBILE

EDM

• CPA

VISIT

WALK INS

LOAN PRE-QUALIFICATION

• COST PER VISIT

SALES

BOOKINGS

CANCELLATION

SALES

• COST PER SALES

AWARENESS

REACH

IMPRESSIONS

AD RECALL

BRAND LIFT

• CPM

• RECALL

KEY METRICS

CANTARA CASE STUDY

SETTING UP THE EXPERIENCE

AUDIENCE• FAMILY

• FIRST TIME HOMEOWNER

• INVESTOR

CREATIVE VARIATIONS• EXTERIOR RENDERINGS

• INTERIOR RENDERINGS

• INTERIOR PHOTOSHOOT

• VARIOUS LIFESTYLE

CHANNELS• SOCIAL

• SEARCH

• DISPLAY

• CONTENT

CANTARA CASE STUDY

IT’S STARING RIGHT AT US

CANTARA CASE STUDY

CANTARA CASE STUDY

CANTARA CASE STUDY

CREATIVE ANALYSIS

INVESTOR’S PICK

FIRST TIME HOMEBUYER

FAMILY

CANTARA CASE STUDY

CANTARA CASE STUDY

IT’S STARING RIGHT AT US

CANTARA CASE STUDY

CASE STUDY

UNDERSTANDING CUSTOMERS, DELIVERING VALUE

BRANDINGIDENTIFIED TARGET SEGMENT AND STYLE THAT RESONATED WITH THE SEGMENT.

IMPLEMENTED LEARNINGS FROM PREVIOUS ANALYSIS.

3X ENGAGEMENT COMPARED TO AVERAGE

PRE-LAUNCHTRAVEL DATA ON TOP OF AUDIENCE SEGMENTATION TO PERSONALIZE MESSAGING.

SIGNIFICANTLY IMPROVED VIEW THROUGH RATES AND CLICK TROUGH RATES

POST-LAUNCHAPPLIED LEARNINGS TO SIMILAR DEVELOPMENTS. BUILD RETARGETING AUDIENCE.

>90% TAKE UP RATE

50% LOWER COST PER LEAD

LEADS GENERATION FOR NEXT PHASE LAUNCH

THANK YOU