Data Driven Decision Making

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3D MARKETING
Data Driven Decision
Narayan Murthy Ivaturi
VP, Global Sales & Strategy
Vserv
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“People don't buy what you do;
they buy why you do it. And
what you do simply proves what
you believe.”
Simon Sinek
Start with Why
How Great Leaders Inspire Everyone to Take Action

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THE GOLDEN CIRCLE
WHY
HOW
WHAT
WHY
This is the core belief
of the business. It's why
the business exists.
HOW
This is how the business
fulfills that core belief.
WHAT
This is what the company
does to fulfill that core belief.

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WHY
“Everything we do, we believe in
challenging the status quo. We believe
in thinking differently.
We challenge the status quo by making
beautifully designed products that are
simple to use.
We just happen make great
computers.”
WHAT
“When you land on the Dell website
it says, "Welcome to Dell!"
From there, you choose from
the "For Home" or "At Work" sections
that tout "products designed
specifically for home use"
or "business and public sector
products, services, and solutions."

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People do what they
want to do.
Not what they have
to do.

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People do what they
want to do.
Not what they have
to do.
RATIONAL

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People do what they
want to do.
Not what they have
to do.
BELIEF

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BELIEF  EMOTION  BEHAVIOR

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SECRET IS IN BIOLOGY…
NOT PSYCHOLOGY

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people do what they
want to do.
not what they have
to do.

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#adtechJKT
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ARE YOU
LISTENING
TO THEM…
 DO THEY SHARE
YOUR CORE VALUES?
 WHAT DRIVES THEM
TO BUY & REMAIN LOYAL

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consumer
is communicating
for future
i need
now
not sexy
i believe
i want
listen
reflection
I trust
healthy
clarity
expensive
&…
exciting
service
cool
!#!
change
new
price
thumbs up
thumbs down
aha!
??
secure
Tch!
quality

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COMMUNICATING
THROUGH INTERACTIONS
ads i like
games i play
apps i use
websites i surf
products i searched
city i stay in
products i like
devices i use
devices i use
my gender
my gender
do i buy online
data connection

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INTERACTION  INTENT

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BIG DATA
IS STORING
ALL THESE
INTENT
SIGNALS

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BUT…

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more marketers
today (87%) than in 2013 (46%)
consider data the most
underutilized asset
in marketing organizations

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WHEN IT COMES
TO DATA DRIVEN
DECISION MAKING
MOST OF US
SUFFER FROM…

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OVER-LOOKING
CLEAR
DATA
Earner Burner
Precise Spray
Real-time Legacy
Whole Siloed

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DATA HAS PUT
CONSUMER
AT THE
CENTER STAGE
AGAIN
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intent signal = big smart data

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500Mn+
Unique
user profiles
80+
Attributes
25+
User personas
VSERV SMART DATA
ENABLED BY TIEUP WITH
LEADING LOCAL TELCOS

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HASHED IDENTIFIERS
TO IDENTIFY,
TARGET & RETARGET
USERS ACROSS MOBILE
ECO-SYSTEM

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VSERV
SMARTDATA
VSERV
SMART-RT
Re-target your prospects
across mobile ecosystem through
encrypted mobile number
VSERV
SMARTCONNECT
Re-engage with your consumers
through mobile display ads
as a new CRM channel

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THANKYOU
#adtechJKT
Smart Data led Results

Data Driven Decision Making

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