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Big data in the digital world: building the brand/customer relationship
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WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
Sam Zindel _ DATA MODELLING ANALYST
YOUR BIG DATA AUDIENCE INSIGHT
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
BIG DATA IN THE DIGITAL WORLDBUILDING THE BRAND/CUSTOMER RELATIONSHIPSIGN-POSTING THE CUSTOMER JOURNEYAUDIENCE INSIGHT = COMPETITIVE ADVANTAGETHE VALUE OF 1st, 2nd & 3rd PARTY DATADATA MANAGEMENT PLATFORMSQ&A
TODAY’S AGENDA
#bigdataforum
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
THE DIGITAL WORLD IS:
Data-richViewed in real-timeMultiple sources & complex
VolumeVelocityVariety
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
WHAT IS BIG DATA?
Structured data
Relational databases
Unstructured data
Relational databasesWeblogs and Metadata
Social media & user generated
content
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
WHAT IS BIG DATA?State of Play
Source: Big Data Insight Group – Industry Trends Report March 2012
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
Brand experience Perception Level of trust
How people feel about your brand is driven by their level of trust and their experience
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
Partner
Trusted
Liked
Supplier
Relationship pyramid
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
Brand derives maximum value from customer
Customer derivesmaximum value from brand
Putting customers at the heart of it creates a virtuous circle
Rich Data gives us better customer intelligenceto direct activity
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
The potential rewards for companies are huge
BrandBrand
LoyaltyLoyalty
AdvocacyAdvocacy
AwarenessAwareness
RetentionRetention
AcquisitionAcquisition
UpsellingUpselling
CustomerCustomer
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
High level customer journey and key digital channels
ConsiderationLoyaltyCross-sellAdvocacyAwareness
PurchaseMoment
In Life
SEOSEO
DisplayDisplay
SocialSocial
WebsiteWebsite
PPCPPC
AFFsAFFs
MobileMobile
DisplayDisplay
EmailEmail
Secure WebsiteSecure Website
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
Focus on conversion
ConsiderationLoyaltyCross-sellAdvocacyAwareness
PurchaseMoment
In Life
SEOSEO
DisplayDisplay
SocialSocial
WebsiteWebsite
PPCPPC
AFFsAFFs
MobileMobile
DisplayDisplay
EmailEmail
Secure WebsiteSecure Website
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
Putting customers at the heart of it requires a broader digital approach built on customer need
ConsiderationLoyaltyCross-sellAdvocacyAwareness
PurchaseMoment
In Life
SEOSEO
DisplayDisplay
SocialSocial
WebsiteWebsite
PPCPPC
AFFsAFFs
MobileMobile
DisplayDisplay
EmailEmail
Secure WebsiteSecure Website
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
AUDIENCE INSIGHTIS KING
Some great, simple ideas…
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
No meat offers shown to vegetarians
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
Relevant offers to child developmental stage
Informative content/regular emails
Photo management and seasonal discounts
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
BIG DATA TECHNOLOGY
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
Before we get ahead of ourselves…
There are 3 things to check we are on top of
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
SINGLE CUSTOMER VIEW
Structured data
Relational databases
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
AUDIT AND MANAGE YOUR WEB ANALYTICS PLATFORM
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
WHAT BUSINESS QUESTIONS ARE YOU TRYING TO ANSWER?
• How can I improve customer satisfaction levels?
• How can I grow my business by 10% in the next 2 years?
• Who are my highest value customers and where can I find more people like them?
But understand that Big Data should provide a framework for tomorrow’s questions
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
How else do you gain insight into your audience?
• Collect more data
• Conduct research
• Test and learn
• Further analysis of existing data
• Buy 3rd party data
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
Data currency
Trade between web users’ data and website content/service
Google “surveywall”
Designed to replace publisher paywalls
A quick market research question in exchange for content
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
THE VALUE PROPOSITIONWhat is your company’s data actually worth?
3rd party data used to scale audience is fine but there are issues:•Lack of industry standards•Insight sits with the provider•It is available to everyone
Has anyone
ever heard of
2nd party data??
1st Party data is great, as long as you are making best use of it
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
Exclusivity of data is key
Why should all of your insight go towards improving a data provider’s product?
It is your audience, and you should retain the insight
THE VALUE PROPOSITION
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
Why does nobody ever talk about 2nd party data??
Closed Loop Data Exchange Publis
herBran
d
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
DMP IS THE EMERGING HUB FOR DIGITAL MARKETING
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
Data Management PlatformMake your audience insights actionable
Interest
Life-style
Life-
stage
In-Mark
et
Demo
Firmo-
graphic
Pur-chas
e
Beha-
vior
AD SERVERS
CONTENT PERSONALIZATION
CREATIVE OPTIMIZATION
DEMAND SIDE PLATFORMS
DEMAND SIDE PLATFORMS
SSP/EXCHANGES
All this….and own your audience data and insight
Audience Management
Old World> Customer averages in silos> Conversion-based decisions> Channel optimisation> Last click attribution> Content designed for the majority> Ads targeted to 3rd party
segments> Audience data owned by 3rd
parties> Historic reporting> Disparate data and web analytics> Reactive, reflective, ineffective
New World> Individual customer journeys over time> Value-based decisions> Customer-centric> Audience specific attribution> Customised content for individuals> Ads targeted to your audience> Own and control your own audience
data> Real-time reports> DMPs and predictive analytics> Proactive, predictive, effective
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
WHAT DOES YOUR BIG DATA
OPPORTUNITY LOOK LIKE?
32
33
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
JOIN US AT OUR 1st MEETUP!
Brighton Digital FestivalThurs 27th Sept, 5pm
Follow @bigdatabrightonMe @samzZin
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
Sam Zindel _ DATA MODELLING [email protected]
Thanks for listening!Q&A