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©2013
Driving Personalization
with Customer
Profile Data
with Reggie Wideman
©2013
Brands Want 1:1 Relationships with Customers
©2013
They’ve tried many tactics…
©2013
Those Tactics Only Work if You Really Know Your Customer
©2013
Social Profile Data Fuels Your Marketing Program
Email Marketing
Targeting
eCommerce
Personalization
CRM
CMS
Other+
Demographics
Psychographics
Behavioral
©2013
Opportunities for Consumer Profile Data
©2013
REAL TIME MARKETINGright place, right time
Above: Google Zavers real-time coupon demoRight: Oreo Super Bowl Blackout Twitter ad
©2013
PRECISION MARKETINGright person, right offer
email offers
fan one fan two
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BRAND ADVOCACYamplifying the love
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What’s in the Social Profile?
NameGenderBirthdatePhoto
OccupationLocationEducationMarital
InterestsMusicTVPolitics
MoviesBooksHobbiesReligion
©2013
Types of Data
Activity Feed
Anne Smith read something
Anne Smith shared something
Anne Smith liked something
Edit Your AccountProfile Photo
Choose new photo
Linked Accounts
Change Password
Password
Public Profile
Public Profile
Account InfoUsername
AnnSmith
Ann
First
Smith
Last
Email Address
Address
Female
Gender
February 1 1980
Birthdate
SocialProfile
Activity
Appended Data
©2013
What to do with all this data?
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What our customers are doing
©2013
Samsung uses gamification to spur product registration and activity data
Social Login
Engaging users on site via game mechanics
Results506% more likely to write product reviews
©2013
All this data is used to optimize email marketing
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UMG uses appended preferences and location to precisely target fans and support brand advocacy
Emails personalized based on music preferences and location.
Experienced 67% open rates for select campaigns
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Whole Foods: Content Personalization
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Whole Foods appends customer interest data
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Dr. Pepper appends consumer profiles with campaign participation tags for segmentation
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For Thinking About Your Data
5 Rules
©2013
Don’t think about your data, think about your customer.
Never Forget:Your Customer is a Real Person
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Which Social Networks represent your customers?
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What’s missing from your customer profile?
?
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Consider augmenting the profile with life data
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What Tools do I need in my Customer Engagement Ecosystem?
©2013
1. Don’t think about your data, think about your customer.
2. Which Social Networks represent your customers?
3. What’s Missing from your customer profile?
4. What types of valuable data can I add to the profile?
5. What Tools do I need in my Customer Engagement Ecosystem?
5 RulesFor Thinking About Your Data
©2013
“I was promised flying cars.”
Native Advertising
Real Time Marketing
Consumer Driven Advertising
http://www.flickr.com/photos/29969125@N05/7551012112/
©2013
Native Advertising
©2013
But if you don’t know your customer . . .
©2013
Real Time Marketing
I was just nowThinking about coffee and how awesome I am.
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But if you don’t know your customer . . .
©2013
Consumer driven advertising
©2013
But if you don’t know you’re customer . . .
#awesome#buythis#friendapproved
©2013
In conclusion
• Make a plan for your consumer data ecosystem
• Remember the five rules
• Keep an eye on the cutting edge
• Iterate, test and optimize
©2013
Thank You!
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