1. Purple
Salix
Leveraging Your Marketing
Data
Pete Jakob
Purple Salix
email: pete@purplesalix.com
Web: www.purplesalix.com
Twitter: @curdridge
Marketing Science, Marketing Transformation, Business Impact
2. Purple
Salix
At last….
…let’s talk
Database!
Marketing Science, Marketing Transformation, Business Impact
3. Purple
Salix
• 90% of the worlds data was created in the last 2
years
• 1.8ZB of data created/replicated in 2011
– 1,800,000,000,000,000,000,000
Marketing Science, Marketing Transformation, Business Impact
4. Purple
Salix
IBM CMO Survey 2011: CMOs say the Explosion of Data is the greatest
“game-changer”, and the one with the greatest lack of preparedness
UKI Under preparedness
Percent of CMOs reporting underpreparedness
50%
87%
Data explosion
70%
Social media
80%
Growth of channel and device choices
69%
Shifting consumer demographics
40%
Financial constraints
67%
Decreasing brand loyalty
41%
Emerging market opportunities
53%
ROI accountability
72%
Customer collaboration and influence
43%
Privacy considerations
60%
Global outsourcing
59%
Regulatory considerations
78%
Corporate transparency
Source: Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years?
n=5 to 59 (n = number of respondents who selected the factor as important)
4
Marketing Science, Marketing Transformation, Business Impact
6. Purple
Salix
Predictive Analytics in Sport
www.wimbledon.com
Marketing Science, Marketing Transformation, Business Impact
7. Purple
Predictive Analysis of social Salix
streams…
Coming down with flu or something -.-
Coming down with flu or something -.-
2b honest I've felt worse were I can't even leave da yard I'm soo sick! At least dis flu is bearable I'm just hoping it doesn't get worse!
2b honest I've felt worse were I can't even leave da yard I'm soo sick! At least dis flu is bearable I'm just hoping it doesn't get worse!
@kailamarinaro yeah, i was throwing up yesterday so i got checked out in the morning. i mean i'm still sick i just don't wanna miss school
@kailamarinaro yeah, i was throwing up yesterday so i got checked out in the morning. i mean i'm still sick i just don't wanna miss school
Social Media signal
CDC data
Also See
Sickweather.com
Marketing Science, Marketing Transformation, Business Impact
8. Purple
Salix
“It’s not about people like me any more, it’s about ME!!”
Marketing Science, Marketing Transformation, Business Impact
9. Purple
Salix
5 Focus Areas to maximise your Data ROI
Maintain Capture
Exercise Organise
Augment
Marketing Science, Marketing Transformation, Business Impact
10. Purple
Salix
Capture
• Will this data allow me to
better serve my clients
– Interests
– Influencers
– Places
• Align to Business/Marketing
Objectives
• Align with Sales
• Beware: Buying in Data
Marketing Science, Marketing Transformation, Business Impact
11. Purple
Salix
Organise
• Normalise Fields
– Create a data dictionary
– Standardise job roles, country,
territories etc
• Forms
– Dropdown Menus
– Mandatory fields for
segmentation
• Social Sign-on
Marketing Science, Marketing Transformation, Business Impact
12. Purple
Salix
Augment
• Enhance with data
from external sources
– D&B, Experian, Jigsaw,
etc
• Social data
• Customer Service
• Reseller
Marketing Science, Marketing Transformation, Business Impact
13. Purple
Salix
Exercise
• Set the Data Experts free!
• Behavioural Data
• Have rules for Governance
– Opt out is for life
Marketing Science, Marketing Transformation, Business Impact
14. Purple
Salix
Maintain
Marketing Science, Marketing Transformation, Business Impact
15. Purple
Salix
Maintain
• Audit as part of management system
– Completeness & Validity
– Demographic/Firmographic data
– Segmentation
– Interest areas
• Triggers for Audit
– Strategy Change
– Acquisition
– Diminishing Results
– Increasing Optouts
Marketing Science, Marketing Transformation, Business Impact
16. Purple
Salix
What’s Your Resolution for 2013?
• It’s NOT about the data
• It IS about the money!
• What is your 2013 Data
Resolution
Johnny Cash Todo List
(sold for $6400 in 2010)
Marketing Science, Marketing Transformation, Business Impact
17. Purple
Salix
“The only source of competitive
advantage is the one that can
survive technology-fuelled
disruption, an obsession with
understanding, delighting,
connecting with and serving
customers.
In this age, companies that
thrive ... are those that tilt
their budgets toward customer
knowledge and relationships .”
Josh Bernoff, Forrester
Source: Ad Age Feb 2012
Marketing Science, Marketing Transformation, Business Impact
18. Purple
Salix
Thank You!
Pete Jakob
email: pete@purplesalix.com
Web: www.purplesalix.com
Twitter: @curdridge
Marketing Science, Marketing Transformation, Business Impact
Editor's Notes
Flow Intro Context Exploding data CMO Study AdAge?? SDecisions on companies with Data Client in control, but offering u so much Predictive The Wheel Capture Organise Augment Exploit Maintain 28 Years IBM Demand Generation teams Marketing Transformation Database Marketing Marketing Automation Brand and Advertising IDM B2B Council Member Now independent consultant focussed on Marketing Transformation (Purple Salix Limited)