John is a Senior Data Consultant with nine years’ experience working for the world’s leading customer science company: dunnhumby. John strives to help brands and retailers put their customers at the heart and grow through data. During this time he has acquired experience of working with vast quantities and varieties of on and offline data across sectors (retail, media and finance) and markets (EMEA, the Americas and Asia). His role has evolved from coding and data loading when he started as a graduate to creating data strategies for some of the largest retail businesses in the world. John graduated from Sussex University with a degree in Mathematics & Statistics.

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Why Your Data Asset Is Your Gold Mine
John Abbey, Data Consultant
dunnhumby

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Our customer model

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Business Overview
dunnhumby
client
presence
Sociomantic Labs
presence only

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Our History

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Traditional shopping trips used to be linear
pre-
shop shop buy
post-
buy
£200 £25
£40
£200
£70 £45

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who
out of
store
remind
me
sales &
events
easy
rewards
no stress
respond
make me
look
good
inspire
creativity
options
recognize
help
in-store
surprises
information
help
same
time
new
ideals
flexibility
connection
inspiration
select
good
choice
feel
welcome
feel
supported
surprise
savings
suggestions
unexpected
rewards
save
time
fix
problems
appreciate
me
flexibility
reward
loyalty
exceptional
service
suggest
ideas
ask my
opinion
appeal
flexibility
shop
best
prices
interesting
range
save
time
inform
flexibility
celebrate
savings
redeem
rewards
what
services
products
rewards
when
day of
week
time of
day
time of
year
occasion
online
offline
how
lifestyle
life stage mission
needs
segment
interests
behavior
where
fun
surprise
connect
simplify
curate
educate
delight
surprise
deals
selection
suggestions
new
products
inform
me
reward
comment
easy
search
discover reflectbuy
The linear path to purchase has gone

7. 77 © dunnhumby 2015
out of
store
sales &
events
easy
rewards
no stress
respond
inspire
creativity
options
recognize
help
information
help
same
time
connection
inspiration
good
choice
feel
welcome
feel
supported
surprise
savings
suggestions
unexpected
rewards
fix
problems
appreciate
me
flexibility
reward
loyalty
exceptional
service
suggest
ideas
ask my
opinion
appeal
flexibility
interesting
range
save
time
flexibility
redeem
rewards
services
products
rewards
occasion
online
lifestyle
needs
segment
interests
fun
surprise
connect
curate
educate
surprise
deals
selection
suggestions
new
products
inform
me
reward
easy
search
day of
week
time of
day
time of
year
when
offline
what
how
where
in-store
who
life stage mission
new
ideals
celebrate
savings
flexibility
comment
surprises
make me
look
good
best
prices
delight
behavior
select
save
time
remind
me
inform
buy reflectshop
simplify
discover
The linear path to purchase has gone
buy reflectshopdiscover
Media Exposure
Clickstream (Reviews / Browsing)

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out of
store
remind
me
sales &
events
easy
rewards
no stress
respond
inspire
creativity
options
recognize
help
information
help
same
time
connection
inspiration
good
choice
feel
welcome
feel
supported
surprise
savings
suggestions
unexpected
rewards
save
time
fix
problems
appreciate
me
flexibility
reward
loyalty
exceptional
service
suggest
ideas
ask my
opinion
appeal
flexibility
interesting
range
flexibility
redeem
rewards
services
products
rewards
occasion
online
lifestyle
needs
segment
interests
fun
simplify
curate
educate
surprise
deals
selection
suggestions
new
products
inform
me
easy
search
day of
week
time of
day
time of
year
when
offline
what
how
where
in-store
who
life stage mission
new
ideals
celebrate
savings
flexibility
comment
make me
look
good
best
prices behavior
select
save
time
inform
surprise
connect
reward
delight
surprises
buy reflectdiscover shop
The linear path to purchase has gone
buy reflectshopdiscover
In Store Location
Promos and Competitor Promos

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out of
store
sales &
events
easy
rewards
no stress
respond
inspire
creativity
options
recognize
help
surprises
information
help
same
time
connection
inspiration
select
good
choice
feel
welcome
feel
supported
surprise
savings
suggestions
unexpected
rewards
save
time
fix
problems
appreciate
me
flexibility
reward
loyalty
exceptional
service
suggest
ideas
ask my
opinion
appeal
flexibility
interesting
range
services
products
rewards
occasion
online
lifestyle
needs
segment
interests
simplify
curate
educate
surprise
deals
selection
suggestions
new
products
inform
me
easy
search
day of
week
time of
day
time of
year
when
offline
what
how
where
in-store
who
life stage mission
reflectshopdiscover
new
ideals
flexibility
comment
make me
look
good
best
prices behavior
delight
remind
me
inform
fun
surprise
reward
save
time
flexibility
celebrate
savings
redeem
rewards
connect
buy
The linear path to purchase has gone
buy reflectshopdiscover
eWallet Transactions

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out of
store
remind
me
sales &
events
easy
rewards
no stress
respond
inspire
creativity
options
recognize
help
surprises
information
help
same
time
connection
inspiration
select
good
choice
feel
welcome
feel
supported
surprise
savings
suggestions
unexpected
rewards
save
time
fix
problems
appreciate
me
flexibility
reward
loyalty
exceptional
service
suggest
ideas
ask my
opinion
appeal
flexibility
interesting
range
save
time
inform
flexibility
redeem
rewards
services
products
rewards
occasion
online
lifestyle
needs
segment
interests
fun
simplify
curate
educate
surprise
deals
selection
new
products
inform
me
reward
easy
search
day of
week
time of
day
time of
year
when
offline
what
how
where
in-store
who
life stage mission
buyshopdiscover
new
ideals
flexibility
make me
look
good
best
prices behavior
delight
surprise
reflect
connect
suggestions
celebrate
savings
comment
The linear path to purchase has gone
buy reflectshopdiscover
Click and Collect – location/time/service
Reviews (Onsite and Offsite)

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Clickstream is a particular opportunity today
Site
content
details
Searching
and viewing
details
Customer
stored details
and
session
details
Shopping
details
What you saw, the
additional options
that you didn’t see
like content, prices,
ranges, sequencing,
ordering etc.
Browsing,
searching, dwell
times, sequence,
clicks and
mouse-overs…
Info about a
transaction that we
don’t get in the T-log.
Add/remove to basket
offers, sequence,
payment etc.
Time, point of entry,
login details, device
ID, IP address,
cookies, captured
shopping list,
cust preferences
etc..

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Data allows you to see customers as individuals
EMOTIONALVALUE
CONVENIENCE
EMOTIONAL
VALUE
CONVENIENCE
EMOTIONAL
CONVENIENCE
VALUE

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Context – 2 of 2
Partnering
Collecting
Acquiring
Investing to buy
organisation /
capability
Partnering with
organisations to
augment and
enrich core
assets.
Building
Proprietary
Capability to
collect
Our approach reflects the change in
landscape and opportunity
How to get more data?

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It may not be acceptable to use data in that way
Not possible
Not acceptable
Commoditisation
Legislation
Start Ups
Academia
Acceptable
Possible

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Clubcard
Collecting
Transactions Targeting
Orchard
Channels
You can collect data

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own the whole relationship
commercialisation
future value
data evolution
own capability
security
time
investment
skilled resources
infrastructure &
maintenance
data organisation
Benefits Challenges
You can collect data Collecting

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You can find a data partner
Adobe
Omniture
3rd Party
SKY IQ
Brandbank
Others
Partnering

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Partnering
fast
access to unavailable
data
lower maintenance
lower investment
cleansed
margin dilution
not data owner
linking to existing asset
inefficiencies
Benefits Challenges
You can find a data partner

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You can acquire a company Acquiring

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Acquisition is expensive
QUALITY:
How good is the data?
Which sources are best?
AVAILABILITY:
Is the data available?
What sources are there?
ATTRIBUTE:
What does the
data describe?
(product/customer)
ACCEPTIBILITY:
Is it right to use this data?
VALUE:
Which capability does the
data specifically enable?
GLOBAL:
What is the universality of
the data asset?
TECHNOLOGY:
How would the data
be stored?
COMMERCIAL:
What relationships
can create the
data asset?
Acquiring

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huge strategic
importance
quicker
competitive advantage
high risk
high cost
integration
Benefits Challenges
Acquiring
You can acquire a company

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Other examples / strategies

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Conclusion
importance of the concerned
data vs your strategy
your current capabilities
your budget
Factors

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• Subtitle: Open Sans 48 px
THANK YOU
John Abbey
john.abbey@dunnhumby.com
dunnhumby.com