Steve Caldwell at Analytics That Excite
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The document discusses the impact of personalized marketing driven by human data and analytics, emphasizing the increased relevance and measurable outcomes of tailored strategies. It highlights the rise of wearable technology and consumer willingness to share personal data for enhanced personalization in advertising. Additionally, it outlines key data-driven marketing priorities and the importance of integrating insights into actionable strategies for improved customer experience.
Steve Caldwell at Analytics That Excite
- 1. Getting Personal with Human Data
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- 7. 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.
- 10. HOW DO COMPANIES CURRENTLY SEE CONSUMERS THROUGH DATA?
- 11. CONSUMERS THROUGH THE LENS OF HUMAN DATA
- 12. Data is the key to personalization. Human data is the key to perfect personalization.
- 13. 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
- 15. 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
- 16. 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
- 17. 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. “ “ RYAN REITH, Program Director IDC's Worldwide Quarterly Device Trackers
- 18. 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
- 19. 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%
- 22. THE CONSUMER EXPERIENCE CONSUMER REDEEMS REWARDS CONSUMER OPTS IN THROUGH DIGITAL TOUCH POINT CONSUMER EARNS POINTS TOWARDS REWARDS 1 2 3
- 26. TURN INSIGHTS INTO ACTIONS THE MARKETER EXPERIENCE GET THE DATA DERIVE INSIGHTS FROM HUMAN DATA INTELLIGENCE 1 2 3
- 27. GET THE DATA FLOWING INTEGRATE1 2 ACCESS
- 28. VIEW AND EXTRACT INSIGHTS DASHBOARD - Segments - Metrics - Trends 3
- 29. SET UP RULES TO DRIVE ACTIVATION MARKETING AUTOMATION 4