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Alex Loveless' presentation from WTF Programamtic UK on November 11, 2014.
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W T F I S A DATA S T R AT EGY ?1 1 T H N O V 2 0 1 4
Alex LovelessHead of Data Consulting
@alexmloveless
Why the f**k a data strategy?
Data = Strategy
What are your business’s short, medium and long term goals?
It’s all about the customer
Customers don’t experience channels
PPC
DISPLAY
ORGANIC
AFFILIATES
MOBILE
WEB
customer lifecycle
JUST GIVE ME WHAT I WANT!
Data
Insight
Brand Planning
Omni-channel Planning
Optimised Brand Experience
creates
informs
PPC
SEO
Social
Web
Mobile
social
3rd party
purchases
CRM
app
behaviour
value
segmentation
prediction
behaviour
analysis
UX
data
customer
creative
social
media
Time Horizon
Cust
omer
Vol
ume
Short Medium Long
1 cu
stom
erAL
L m
y cu
stom
ers
Web/mobile analytics
Data Lake/Single customer view
DMP/Personalisation
Ad Targeting/programatic
Attribution Modeling
Propensity Modeling
Behavioural Segmentation
Cross Channel Analysis
Social Listening
Social segmentation
Customer clustering
Propensity modeling
It’s cool man! Just use stuff you’ve, like, seen in the past to predict what might happen in
the future, m’kay?Rev. Thomas Bayes
Bayes’ Theorem
Find data Look for clusters
(segments) in the data
Look for features in the segments
Observe history of segments
Create Bayesian training set
Use to predict future states
• Customer data• Purchase history• Social data
• Car lovers• Mums• Optimists
• Gender• Demographics• Frequent purchases
• Behaviours• Purchases• Loyalty
• Likely next product• Likelihood to purchase in X days• Probable next destination• Pregnancy status• Likelihood to complain
Timing is everything!
CONTEXT
Who are they?
What are they doing?
What devices are they using?
Where are they?
How are they feeling?
What do they want?
How can we tailor their experience?
Who are they talking to?
At hom
eAt
work
In a café
On the move
Eating
Watching tv
Social web
Friends
Family
Colleagues
Laptop
Tablet
PhoneIrritabl
e
Positive
Stressed
Excited
To buy something
To compare prices
To browse
Personalized email
Targeted
content
Deals
Male/Female
@somebody 18 - 25
Optimised Experienc
e
Sees Display
ad
Logs onto in-
store network
Searches for “TV”
Uses app from café
Whatsapp link to friend
Returns unwante
d item
Uses browser
Bounces
Social share
Arrives from
search
Selects shoe sizeUses app
Multiple visit no
purchase
Opens email
Complains
Uses airport kiosk
In store sale
Social campaign
With more data resolution increases
• Behaviour• 3rd party data• Browse habits• Singe device
• Customer data• Email address/social profile• Geographic• Product affinities• App usage• Cross device
DATA
media CRM 2nd Party
analyticsOfflineCall
Centre
purchase Social
How do we do this in real time?
Data ManagementPlatform (DMP)
3rd Party Data
Clickstream/Conv.
CRM/Customer
PPC
Call Centre
Display Targeting
Targeted Email/Comms
Mailings/Inserts
Online to Offline
Offline/POS
Web/Mobile Personalisation
Social
Events
Data ExchangeCall centre
prequalification
Loyalty programme
Deals/Incentives
segmentation
Predictive analysis
Dat
a In
puts
Outputs/Actions
PPC
DISPLAY
ORGANIC
AFFILIATES
MOBILE
WEB
customer lifecycle
OMNI-CHANNEL PERSONALISED EXPERIENCE
Targeting
DMP
Analytics
Social Login
Web/Mobile
Call Centre
Tag Management
MVT
Behavioural data is collected via a tag management system and fed into a profiling DB for segmentation. Personalised content is delivered to the customer using an MVT tool
Display Ads
Social Media
Profiling DB stiches sessions together across device and channel and creates segments
Customer profiles are enriched with social data which is linked via social logins
Call centre agents use profiling data to enrich their conversations with customers
Customer experience is aligned across channel and platform based on information gathered about them from any channel in real time or near real time.
User experience is tailored to the campaign seen prior to arrival
Campaign and trigger emails are personalised based on customer behaviour
DATA LAYER{ user: johnsmith, id :123456, agegroup : 18-25, prevsearch: “NewYork” “campaigns: [ 123, 456, 334 ]}
The application embeds customer
profile info in a data layer on the page
Data Lake
Cust
ome
r
Soci
al
Offl
ine
/PO
S
2nd
Part
y
Logs
Lega
cy
Data Broker
DMP CRM Analysis Call Centre Other
3rd Party
Data comes in from anywhere
Data of all shapes and sizes live in
the data lake
Data data broker makes sense of data on the fly
Do lots of cool stuff with the data
1
2
3
4
ANALYTICSDATA WAREHOUSESINGLE CUSTOMER VIEWMASTER DATA MANAGEMENTBIG DATA
BRAND EXPERIENCE OPTIMISATION
1. Business strategy is key – what are your big questions?
2. It’s all about customer insight, more is better but any is great
3. Start big - go small
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