DON’T COUNT THEM WRONG

Over a quarter of IT workers believe Terminator's Skynet will happen one day

Now & ThenThe data-driven approachHow Ogilvy sees itA few cases and points to illustrateQuestions

Ogilvy Vietnam18 yrs of Sales, Brand, Direct, Digital

13 yrsThink different

PART 1

IT WAS

Promotion for immediate actionPushing messageOn way messagingMany-to-oneROMI (return on marketing investment)InterruptionCharging for entry-block entry

IT’S NOW

Engaging to build relationshipsPulling to messagesInteractive conversationsOne-to-manyReturn on involvementEngagementGiving for free

We still bet on holes-in-one

Instead of thinking and planning the Customer Journey

What is data-driven marketing?

Data-driven marketing captures insights, data or engagement from a prospect or consumer, analyzes and scores the data and behavior, and then subsequently triggers marketing actions and campaigns based upon behavioral insights & analysis at various points in the customer journey.

Source:https://www.skyword.com/contentstandard/creativity/building-bigger-and-better-customer-relationships-through-data/

marketing without data is like driving with your eyes closed

My secret weapon is direct response marketing.

PART 2: How Ogilvy looks at it

How to navigate this world?By turning ideas & data insights into personal experiences that help our clients

Win more customers, make them more valuable

For building personal experiences understanding the customer journey is key

DAVE – A data driven marketing approach

CUSTOMER CENTRIC + DATA DRIVEN + CREATIVEA new process for strategies and platformsdevelopment: Big data + Big ideas

- Data-inspired- Always-on-Valuable- Experiences

Goals

Setting direction:Ambition and opportunity

Which customers segments are we aiming at? What do we want them to do?

Understanding the Customer

Getting to know how to make a difference

Engagement Strategy & Ideas

The overall strategyThe Ideas that will drive it

Engagement plan

The detailed master plan Channels, messaging, data, timing

Focus & Deliverables

‣ Sizing opportunities

‣ Prioritizing Key Segments

‣ Defining Key Strategic Objectives

‣ Business Case Scenarios

‣ Understanding customer drivers, motives and needs

‣ Identifying Engagement opportunities

‣ Engagement Objectives

‣ Ideas, channels

‣ Business case

‣ Content strategy

‣ 3-P segmentation

‣ Channel Strategy

‣ User Experience

‣ Segmentation and advanced modeling

‣ Business rules

‣ Data plan (primary, secondary 3rd party, use, capture)

‣ KPI’s and Metrics

Key Tools

CustomerAmbition

Value Segmentation

BusinessAmbition

Personas Customer Journey mapping

EngagementStrategy Blueprint

Engagement Idea

Experience MapContact Map

CUSTOMER AMBITION

BUSINESS AMBITION

Roadmap – 4 macro phases

Customer Ambition - Opportunity

Persona

Insights & Data as Fuel

Journey Engagement Idea Engagement Blueprint Experience Map

Framework – Overview

Can Data be used to identify key moments-of-truths?

Can Data unlock and build truly valuable relationships?

Can Data be used creatively?

And other areas other than the obvious?

Recap

1. Capture individual and network value:

Understand each customers valueBuild social bonds through participation

2. Start with individual customer journeys

Read digital body languageLet your customer choose the channel and journey

Ride into the future on platforms, not tacticsKnow and ‘fish where the fish are’

3. Tell engaging stories

Listen and observe first, then createLeverage what’s hot

Engagement = new currencyData & technology = the new creative

So, what is your brand’s journey on this highway going to look like?

A stairway to heavenOr a

Highway to hell