Leveraging your marketing data

Purple Salix

Marketing Science, Marketing Transformation, Business Impact

Leveraging Your Marketing Data

Pete JakobPurple Salix

email: [email protected]: www.purplesalix.comTwitter: @curdridge

Purple Salix


At last….…let’s talk

Database!

Purple Salix


• 90% of the worlds data was created in the last 2 years

• 1.8ZB of data created/replicated in 2011– 1,800,000,000,000,000,000,000

Purple Salix


50%

4

IBM CMO Survey 2011: CMOs say the Explosion of Data is the greatest “game-changer”, and the one with the greatest lack of

preparedness UKI Under preparedness

Percent of CMOs reporting underpreparedness

Data explosion

Social media

Growth of channel and device choices

Shifting consumer demographics

Financial constraints

Decreasing brand loyalty

Emerging market opportunities

ROI accountability

Customer collaboration and influence

Privacy considerations

Regulatory considerations

Source: Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years? n=5 to 59 (n = number of respondents who selected the factor as important)

Global outsourcing

Corporate transparency

87%

70%

80%

69%

40%

67%

41%

53%

72%

60%

59%

78%

43%

Purple Salix


BuysEngagesVisitsComplainsIgnoresTalks Listens

Purple Salix


Predictive Analytics in Sport

www.wimbledon.com

Purple Salix


Predictive Analysis of social streams…

CDC data

Social Media signal

Coming down with flu or something -.-Coming down with flu or something -.-

2b honest I\'ve felt worse were I can\'t even leave da yard I\'m soo sick! At least dis flu is bearable I\'m just hoping it doesn\'t get worse!2b honest I\'ve felt worse were I can\'t even leave da yard I\'m soo sick! At least dis flu is bearable I\'m just hoping it doesn\'t get worse!

@kailamarinaro yeah, i was throwing up yesterday so i got checked out in the morning. i mean i\'m still sick i just don\'t wanna miss school

@kailamarinaro yeah, i was throwing up yesterday so i got checked out in the morning. i mean i\'m still sick i just don\'t wanna miss school

Also SeeSickweather.com

Purple Salix


“It’s not about people like me any more, it’s about ME!!”

Purple Salix


5 Focus Areas to maximise your Data ROI

Capture

Organise

Maintain

Exercise

Augment

Purple Salix


Capture

• Will this data allow me to better serve my clients– Interests– Influencers– Places

• Align to Business/Marketing Objectives

• Align with Sales• Beware: Buying in Data

Purple Salix


Organise

• Normalise Fields– Create a data dictionary– Standardise job roles, country,

territories etc

• Forms– Dropdown Menus– Mandatory fields for

segmentation

• Social Sign-on

Purple Salix


Augment

• Enhance with data from external sources– D&B, Experian, Jigsaw,

etc

• Social data

• Customer Service

• Reseller

Purple Salix


Exercise

• Set the Data Experts free!

• Behavioural Data

• Have rules for Governance– Opt out is for life

Purple Salix


Maintain

Purple Salix


Maintain

• Audit as part of management system– Completeness & Validity– Demographic/Firmographic data– Segmentation– Interest areas

• Triggers for Audit– Strategy Change– Acquisition– Diminishing Results– Increasing Optouts

Purple Salix


What’s Your Resolution for 2013?

• It’s NOT about the data

• It IS about the money!

• What is your 2013 Data Resolution

Johnny Cash Todo List (sold for $6400 in 2010)

Purple Salix


Source: Ad Age Feb 2012

“The only source of competitive advantage is the one that can survive technology-fuelled disruption, an obsession with understanding, delighting, connecting with and serving customers.

In this age, companies that thrive ... are those that tilt their budgets toward customer knowledge and relationships.”

Josh Bernoff, Forrester

Purple Salix


Thank You!Pete Jakob

email: [email protected]: www.purplesalix.comTwitter:@curdridge