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“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