Getting Personal with Human Data

23.4  

PERSONALIZATION

Personalization is a data and analytics driven strategy for marketing to individuals based on their individual preferences, personality and other behaviors. When we’ve personalized successfully, marketing is relevant to the consumer and produces measurable results.

MASS MARKETING

PERSONALIZATION

HOW DO COMPANIES CURRENTLY SEE CONSUMERS THROUGH DATA?

CONSUMERS THROUGH THE LENS OF HUMAN DATA

Data is the key to personalization.

Human data is the key to perfect personalization.

HUMAN DATA HELPS YOU DIG IN TO YOUR SEGMENTS

50,000 households in Cincinnati buy Running Shoes

25% of those ACTUALLY RUN

and will buy more Running Shoes than the other subsets

HUMAN DATA LANDSCAPE

SOURCES: Business Insider: http://www.businessinsider.com/the-wearable-computing-market-report-2014-10 CNET: http://www.cnet.com/news/apple-watch-poised-to-overtake-fitbit-in-wearables-shipments/ IDC: http://www.idc.com/getdoc.jsp?containerId=prUS25519615

THE RISE OF WEARABLES

FAST FACT

Wearable users are willing to share personal data – if they get something in return.

75% of US fitness tracker users were somewhat to extremely comfortable sharing their personal data if it meant ads would be more personalized

The explosion of wearable devices was clearly led by fitness bands, which until recently commanded prices that provided comfortable margins, but those days are changing.

The price of these fitness bands have come down so significantly in some markets that smartphone OEMs are now bundling them with smartphones at little cost. Meanwhile, the market is quickly shifting toward higher-priced devices that offer greater functionality.

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RYAN REITH, Program Director IDC's Worldwide Quarterly Device Trackers  

BIGGEST DRIVERS OF INCREASED DATA MARKETING

SOURCES: GlobalDMA/Winterberry Group, Global Review of Data-Driven Marketing and Advertising

DATA-DRIVEN MARKETING IS ALL THE MARKETING

53% A need to be more customer-centric

49% Maximize effectiveness/efficiency of marketing

investments

33% Gain more knowledge of customers/prospects

24% The growing availability of audience data

20% A need to align with digital consumer preferences

SOURCES: GlobalDMA/Winterberry Group, Global Review of Data-Driven Marketing and Advertising

DATA-DRIVEN MARKETING IS ALL THE MARKETING

WHERE DATA EFFORTS ARE BEING FOCUSED Targeting of offers, messages and content

69% Data-driven strategy or product development 52% Customer experience optimization

49%

Audience analytics/measurement 44%

Predictive analytics 44%

TOP DATA MARKETING PRIORITIES

Custom messages and personalized customer experiences

66% Acquire big data analytical skills to leverage insights

40% Customer acquisition and retention

36%

Improve efficiency 36%

HUMAN DATA INTELLIGENCE

THE CONSUMER EXPERIENCE

CONSUMER REDEEMS REWARDS

CONSUMER OPTS IN

THROUGH DIGITAL TOUCH POINT  

CONSUMER EARNS POINTS

TOWARDS REWARDS

1 2 3

THROUGH EMAIL MARKETING

INSIDE A LOYALTY APP

THROUGH A FACEBOOK APP

TURN INSIGHTS INTO ACTIONS

THE MARKETER EXPERIENCE

GET THE DATA   DERIVE INSIGHTS FROM HUMAN DATA INTELLIGENCE

1 2 3

GET THE DATA FLOWING

INTEGRATE 1

2 ACCESS

VIEW AND EXTRACT INSIGHTS

DASHBOARD -  Segments -  Metrics -  Trends

3

SET UP RULES TO DRIVE ACTIVATION

MARKETING AUTOMATION

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