Back to Basics With Big Data By Nancy Adzentoivich
0 likes777 views
The document discusses the importance of delivering hyper-relevant shopping experiences through data analysis to enhance customer value and improve retail operations, projecting a potential profit increase of 15.6% for large retailers. Key marketing principles highlighted include customer centricity, message relevance, and the necessity of creating custom experiences. The document also emphasizes the significance of privacy, automation, and staying on-brand in audience-centric search strategies.
Back to Basics With Big Data By Nancy Adzentoivich
- 1. #SMX #22C2 @SEMSage (Nancy Adzentoivich) Nancy Adzentoivich, Resolution Media Back to Basics With Big Data
- 2. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
- 3. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
- 4. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
- 5. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
- 6. #SMX #22C2 @SEMSage (Nancy Adzentoivich) Consumers are worried about our use of data, but they’re pissed if I don’t deliver relevance…How am I supposed to deliver relevance and magically deliver what they want if I don’t look at the data? - Julie Bernard, VP, Customer Strategy
- 7. #SMX #22C2 @SEMSage (Nancy Adzentoivich) The findings point to the need for retailers to provide “hyper-relevant” shopping experiences that deliver value to the consumer in real time throughout the shopping lifecycle. Hyper-relevance comes with the ability to dynamically compare real-time customer information with historical data, and the resulting insights allow retailers to improve operations and the customer experience. At stake, according to our research, is an estimated profit improvement of 15.6 percent for an illustrative $20 billion retailer that builds agile business processes for turning these insights into value. - Blair Christie, SVP From the Cisco Smarter Retail Study, January 2015
- 8. #SMX #22C2 @SEMSage (Nancy Adzentoivich) 1. Brand Equity = Trust 2. Customer Centricity = Relevance 3. Strategy based on Motivation = Value Basic Marketing 101 Persists… How you connect on the SERP matters. Every. Single. Time.
- 9. #SMX #22C2 @SEMSage (Nancy Adzentoivich) 1. Information Overload 2. People Buy a Feeling 3. Existing Customers are Pure Gold 4. Creativity is King 5. Strategy 5 Principles That Will (probably) Never Change 1. Be relevant – message, place, time 2. Create custom experiences 3. Show gratitude 4. Be interesting and delightful 5. Know your audience
- 10. #SMX #22C2 @SEMSage (Nancy Adzentoivich) § 110% increase in ROI § 30% decrease in CPA Business Results Are Tangible Source: Kenshoo Insight Driven Audiences retail case study
- 11. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
- 12. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
- 13. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
- 14. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
- 15. #SMX #22C2 @SEMSage (Nancy Adzentoivich) New products Shopping cart Priority initiatives Sale items Measure, Optimize, Test, Repeat Keywords + Ad Copy + Landing Page Keywords + Ad Copy + Landing Page Keywords + Ad Copy + Landing Page
- 16. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
- 17. #SMX #22C2 @SEMSage (Nancy Adzentoivich) Data, Tools, and Tech (a very small sample)
- 18. #SMX #22C2 @SEMSage (Nancy Adzentoivich) DMPSearch / Social 3rd Party / Panel / Cookie Analytics and Insights Strategy Creative and Content CRM / 1st Party SEM Social Display SEO CRM
- 19. #SMX #22C2 @SEMSage (Nancy Adzentoivich) 1. Relevant content 2. Relevant context 3. Sequential 4. Real-time 5. Always testing 6. Always learning 7. Automation 8. At scale Audience Centric Search Must Haves
- 20. #SMX #22C2 @SEMSage (Nancy Adzentoivich) 1. Staying on brand 2. Privacy 3. Automation Biggest Challenges
- 21. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
- 22. #SMX #22C2 @SEMSage (Nancy Adzentoivich) THANK YOU! Join us @SMX East NEW YORK CITY Sept. 29th – Oct. 1st 2015