Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Big Data and Marketing: Data Activation and Management

Data Management and Activation

Crevan O’Malley – Evangelist, Oracle Marketing Cloud

Modern Marketers rely on data-driven marketing solutions to deliver more personalised customer experiences across every channel—helping attract and retain the ideal customers who become brand advocates. Discover how to aggregate, enrich, and analyze all your customer data on a single data management platform.


Why Marketers need to know about Data

Tara Grehan - Managing Director at Datalytics

Why Marketers need to know about Data

Tara Grehan - Managing Director at Datalytics

Despite starting out as a qualitative researcher, roles and projects frequently brought me back to data. And so I decided to tackle it and have developed some interesting insights into data management along the way.

Having worked in Marketing both agency and client side for fifteen years now in a variety of roles from Market Research and Customer Insights to Change Management, being comfortable with data has made all the difference and this evening I’ll tell you why.

Using Big Data to Grow on a Budget
Michael Waldron - Marketing and Sales Manager at AYLIEN

AYLIEN is an Artificial Intelligence content analysis startup and Mike will be speaking on their growth journey over the past 6 months. With a focus on how they have delivered growth by optimising their budget, focusing on Data Points that matter and what to points to obsess on through the marketing funnel.

Big Data and Marketing: Data Activation and Management

  1. 1. Big Data and Marketing Data Activation and Management Data-Driven Monday April 2015 @DDMDUB #datadriven
  2. 2. DDM Dublin April 2015 Big Data and Marketing:Agenda 1. Introduction – ◦ Conor Duke ; Manager @Fabrikatyr / @conr 2. Optimising your marketing funnel through data driven decisions ◦ Mike Waldron ; @_Aylien / @MikeWallly 3. Why Marketers need to know about Data ◦ Tara Grehan; @Datalytics 4. Data Management and Activation ◦ Crevan O’Malley – Evangelist, Oracle Marketing Cloud;@OracleMktgCloud 5. Q&A and Closing remarks 13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 2
  3. 3. Optimising your Marketing Funnel Through Data Driven Decisions Mike Waldron ; @ AYLIEN 3
  4. 4. Our Strategy @ AYLIEN 13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 4 ● Grow our user base ● Budget to a minimum ● Inbound Methodology ● Freemium Model
  5. 5. Our Funnel 13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 5 KPIs ● Visits ● Conversion Rates ● API calls
  6. 6. Data @ AYLIEN 13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 6 Collect o Google Analytics, Mailchimp, Zoho, Social, In App Analytics - All Free Measure o KPI’s/Metrics o Set goals o Benchmark Analyze o Weekly and Monthly reports (Obsess over your core KPI’s) o What’s working?, What’s not?, What’s repeatable? Optimize o Processes, Journeys, Workflows o Respond to Personas
  7. 7. Data Focused 13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 7
  8. 8. Data Focused 13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 8 Make (simple) Data Driven Decisions!
  9. 9. Personas 13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 9 Figure out who you’re marketing to Landing page Analyze - 80% Developers Optimize - TTFHW, Sandbox, SDKs
  10. 10. Channels 13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 10 Focus on effective channels Reddit vs Specialist Blogs Conversion by channel vs Visits by channel ( .19% vs 10% Conversion )
  11. 11. Campaigns 13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 11 Identify what’s successful Third party content - Taskulu Repeat the process 10X Visitors 12X Accounts created
  12. 12. Take Aways 13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 12 ● Keep it simple ● Conversion rates specific to your goal ● Keep the Persona in mind ● Repeat what’s working - Tweak what’s not
  13. 13. Why Marketers need to know about Data Tara Grehan ; @ Datalytics 13
  14. 14. Who are we? 13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 14 We’re a Customer Engagement Agency that works with clients to utilise their data to develop communication strategies that enhance their customer relationship marketing (CRM).
  15. 15. What do we do with data? 13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 15 Data mining Propensity modelling Segmentation Campaign Management Response Analysis Database building Customer Behaviour Analysis Profitability ROI Contact Planning Channel Optimisation Single Customer View Social Media Listening
  16. 16. Data and Marketing: Data Activation and Management 13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 16
  17. 17. Why do Marketers need to know about data 13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 17 Right message, right customer, right time!
  18. 18. Why do Marketers need to know about data 13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 18 "If content is king, context is God“. Gary Vaynerchuk/Brian Halligan Source: http://www.huffingtonpost.com/vala-afshar/hubspot-ceo-4-ways-to-bui_b_3903509.html
  19. 19. From the theory to the practical … 13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 19 Data Technology Processes People
  20. 20. Is it worth the effort? 13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 20 Source: http://www.bain.com/infographics/big-data
  21. 21. Improving Campaign Effectiveness 13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 21 Winner of the 2011 An Post Direct Marketing Awards ‘Best Data Strategy’. ▪ Historic Insights – guestimate of best customers to include in a campaign to target for a Fixed Savings product. ▪ The campaign response rate was X, and 19% of sales were savings accounts. ▪ Profiling – built a profile of customers who had recently opened a Fixed Savings account. ▪ The campaign response rate was X + 36%, and 68% of sales were savings accounts. ▪ Propensity modelling – by the third wave of the campaign we’d build a propensity model and selected the top deciles for the campaign. ▪ The campaign response rate was X + 85%, and 84% of sales were savings accounts.
  22. 22. Data Management and Activation Crevan O’Malley – Evangelist @OracleMktgCloud 22
  23. 23. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Big Data and Marketing – Management / Activation Oracle Confidential - Restricted Crevan O’Malley CX Sales Leader, Europe North April 13, 2015
  24. 24. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential - Restricted 24 THE CONTEXT
  25. 25. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential - Restricted 25 The Oracle Marketing Cloud Customer-Centricity. Marketing Simplicity. Enterprise Ready. Unify Data WEB Delivered Across All Channels Aggregate your marketing data and target the right customers. Engage Audience Orchestrate individualized, relevant customer experiences. Analyze Performance Attribute revenue and gain better insight into customer experience. • Data Management Platform • Cross-Channel Marketing • Social Marketing • Content Marketing • App-Cloud and BlueKai Partners • Oracle Marketing Cloud Analytics MOBILE SOCIAL EMAIL COMMERCE SALES DISPLAY
  26. 26. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Traditional TV, print, and radio 6% Overall Budget 13% Overall Budget Digital Marketing Overall Marketing Budgets 2015+ Oracle Confidential - Restricted 26 The Digital Marketing Tipping Point Businesses are investing more in digital, surpassing traditional ad spend for television, print and radio Source: Forrester 2 of 3CMOs say they will invest 25% or more of budget in digital next year. -Accenture
  27. 27. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential - Restricted 27 THE REALITY
  28. 28. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential - Restricted 28 Disparate Data Prevents Acquisition of Ideal Customers Data from critical channels isn’t integrated, making it harder to target the right customers Low Acquisition & Conversion Rates Results Low Return on Ad Spending of Marketers Lack Centralize View of Customer Interactions 82% SERVICE EMAIL PURCHASE WEB CRM Source: Forrester and eMarketer
  29. 29. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential - Restricted 29 No Centralized Hub to Manage Customer Interactions The proliferation of point marketing applications have created silos among marketing teams, processes and execution
  30. 30. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | ONE OFF CAMPAIGN Oracle Confidential - Restricted 30 Marketing teams build one-off campaigns, often in isolation from each other, causing ineffective media strategies 89% of Marketing Teams Have Internal Divisions Between Channels E-MAIL ONE OFF CAMPAIGN DISPLA Y ONE OFF CAMPAIGN MOBILE ONE OFF CAMPAIGN SOCIAL ONE OFF CAMPAIGN SEARC H ONE OFF CAMPAIGN DIGITAL TV ONE OFF CAMPAIGN WEB Internal Divisions Create Inconsistent Messaging 96% Of buyers receive irrelevant ads or promotions Source: Janrain and Integrated Marketing Survey 2013
  31. 31. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Customers Bombarded Marketers Lean Heavily on Fragmented Tools Pass Fragmentation Onto Customer Oracle Confidential - Restricted 31 The Result: A Broken Customer Experience 78% of customers don’t receive a consistent experience across channels — Accenture 94% of customers discontinued communication with a company because of irrelevant messages — Blue Research
  32. 32. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential - Restricted 32 HOW A DMP CAN HELP?
  33. 33. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential - Restricted 33 True cross-channel data activation can occur when data is separated from execution Email & Direct Mail CRM & Site Search & Site Commerce Social Media Mobile Media Online Video Premium & Portal Display Programmatic Display Fragmentation Solved by “Data Unchained”
  34. 34. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential - Restricted 34 Analyze Your Audience to Target Right Customers • Understand what attributes comprise a revenue- generating customer • Analyze potential revenue yield before spending money on media or ads • Take action: Immediately build a new audience profile based on insights from your analytics With Oracle’s Data Management Platform Analytics
  35. 35. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential - Restricted 35 The 3 Stages Of Data Activation Unlock The Value in Your Data
  36. 36. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential - Restricted 36 DMP Stage 1: Data In “What you Know” Multiple data sources, aggregated into a single, centralised platform
  37. 37. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Data categorised to enable activation Stage 2: Unlock Value With your Data
  38. 38. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Data activated across the marketing schedule Display Programmatic, Premium, Portals Video in Banner, in Page, Connected TV Social Twitter, LinkedIn Mobile iOS, Android, Apps, Mobile Web Commerce Site Optimization, Landing Pages Email Responsys, Eloqua Search Google AdWords Stage 3: Data Out “What you do”
  39. 39. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential - Restricted 39 WHAT WE DO…
  40. 40. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential - Restricted 40 Oracle’s DMP + Cross-Channel Marketing Solution Improve customer acquisition, retention and lifetime value by unifying marketing data and execution Oracle Data Management Platform Unify marketing data and build audiences comprised of your ideal customers Oracle Cross- Channel Marketing Orchestrate an individualized buyer experience
  41. 41. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | More Complete Data About Known Customers Reach buyers at the right time in their buyers journey More Data Attributes and Activities Stored at Scale Better Reach Across Marketing Ecosystem Connect disparate data and message to your ideal customers Achieve Customer Centricity with Tailored Messaging Delivering Value to Digital Marketers and Their Customers
  42. 42. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Key Use Cases Re-engage the Unsubscribed User  Customize messaging to re-engage lapsed customers  Recapture users that have previously unsubscribed Reach Unsubscribed Identify and Model to Find New Prospects  Identify prospects that look like your best customers  Build top of funnel with look-alike audiences Leverage Look-Alike Modeling Target the Net New Prospect  Improve the customer experience  Eliminate redundant costs Eliminate Converters and ‘auto’ Responders Retarget those Not Responding to Email  Improve conversion rates  Retain communication with potential customers Persistence Pays – Use other channels
  43. 43. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Crevan O’Malley crevan.omalley@oracle.com +353 87 6119328 Thank you!
  44. 44. 44 Closing remarks #datadriven marketing @ddmdub
  45. 45. Uncover tangible truths amidst the noise of modern media 10 April 2015 Fabrikatyr - Insight from 'Big Data' 45 Uncover tangible truths amidst the noise of modern media Fabrikatyr Analytics @Fabrikatyr www.fabrikatyr.com / conor@fabrikatyr.com
  46. 46. Our client wanted Qualitative insight with Global Reach to understand how international consumers interacted with airline brands We took over 300,000 comments from the Trip- Advisor forum** for Airline Travel 46 Key Themes Rank Fare Hunting 1 Transfer queries 2 Brand comparison 3 Long haul & Transatlantic 4 Booking 5 **93% of global travellers say their booking decisions are influenced by online reviews. TripAdvisor is by far the largest review site accounting for more reviews than the next 10 review sites combined. Fabrikatyr - Insight from 'Big Data'10 April 2015 Process & Collate Create Insightful & well supported narratives Brands Themes Sentiment Gather Online commentary • Business Travel and trip reviews of customer experience were surprisingly low. • Users view BRAND-X as one of the best value operators especially for the transatlantic. However this perception seems to be solely based on price • Flying long haul to Dublin BRAND-X seems be the dominant carrier to be recommended, but they appear to be a ‘me-too’ operator out side of this route
  47. 47. Global data volumes 13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 47

×