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If you got to know me…Jonathan Lyon, Global Director of Strategic Insight, LBi
#dmaemail
Sponsored by
IF YOU GOT TO
KNOW ME…
Jonathan Lyon
Global Director of Strategic Insight
people are more than the
actions we ask them to take
we need to understand them
beyond the context in which we
asked them to act
the math and the music
the pixel and the portrait
It’s about data driven storytelling to uncover truth
mining and mapping digital desire paths
not charting customer journeys
It’s about going beyond the analysis of impressions
and mapping expressions
of intent, desire, passion and interest
mining the big data flows to create a representation…
not of all of us
but each of us
think, feel, say and do
With a more granular and forensic understanding of people as people we can architect new brand engagements...
engineered serendipity
anticipatory advertising
personalised persuasion
“I AM THE QUERY”
Hit me with me some serendipity.
Given data about me, find new things I will like. If I like a thing, find more of it, or remove the thing I don’t.
the new imperative
• Leverage data derived signals to uncover actionable
insight
• Understand people better, in depth, individually and at
scale
• Interrogate evidenced based behaviour to provide
actionable intelligence that shapes, guides and informs
strategy at scale and pace
the web is changing
big data landscape
Implicit and explicit
signals of
- Behaviour
- Interest
- Lifestyle
- Perception
- Consideration
- Recommendation
- Advocacy
- Purchase Propensity
evidenced insight through real data
provides a unique opportunity to understand whatpeople are paying attention to and engaging with. Not by asking them, but by measuring moment by moment what they engage with, when, where, with who for how long, and how it makes them feel and how it makes them behave.
our approach
• Our approach is to provide a forensic understanding of consumers beyond transactional metrics and performance
• By understanding the ‘whole’ consumer we provide an acute understanding of how best to drive engagement
• We believe in moving beyond numbers and humanising data to understand people as people, not metrics
• In today's omni-channel, multi-device ecosystem, our marketing promise needs to be "right place, right time, right offer"
• This requires forensic insight at scale
Think
Feel
Say
Do
big data implications
It’s not about
BIGGER spread
sheets, it’s
about bigger
ideas
data distinction
social media is the set
of applications and platforms allowing people to participate in online social activities
social data is the collective
information produced by millions of people as they
actively participate in online activities
Vs
social data DNA
social data
demographic
product
intention
psychographic
Interest
behavioural
location
recommendation
Data approach
• We focus not just on collecting data on historical behavior, but on
connecting data to anticipate how, where and when to engage
consumers
• We go beyond transactional and online behaviour
• The true significance of the massive digital and big data flows is our
ability to uncover the interests and passions through which brands
can engage consumers
SO HOW DO WE THIS?
How?
• Massive ingestion of social signals from across the social web
• We classify, categorise and map all behaviours and actions to
entities, people, places, cultural references and brands
• We create interest maps and relationship networks for each identified
profile
• We then cluster these to create tribes with behavioural markers and
augment and enrich prospect and customer profiles with this data
addressable audiences
Identifying addressable audiences beyond the base is key.
Knowing who they are, where they are and how to engage them is today’s marketing imperative.
Brand Connected
Brand Affinity
Brand Referenced
Objective
Identify prospects across social touch points and map interests, likes, behaviour, to better understand key drivers to improve conversion with context sensitive, relevant messaging across display, email, social and DM
Addressable Audience Profiling
Match Addressable Audience to Social Identities
+ [email protected]+ additional known data points
Social Identity Resolution
Circa 25% match rate to social identity
Recursive Iterative Identity Resolution
Circa 75% match rate to social identity
Profile Addressable Audience with Social Data
Brand, app, tv, music page likes, engagement and sharing
Following who classified by interest and engagement levels
Pins pinned, on which boards, from where, which categories
Brand / product tagged photos
Following, circles, engagement by brand, interest, topic
Channel subscriptions, video likes and comments by theme, subject area
Check-ins by brand centric location
interest graph mappingpassions, interests, consumer tribe
social touch point behaviour
social data ingestionAt scale in real time
social touch point behaviourengage, share, like, comment, contribute
experience continuation
interest mapping
display
CRM
configurator
“mapping audiences –
fashion retailer”
Audience Interest Mapping
• Clustered Network Analysis for community
detection using algorithmic approach to identify
‘communities’ of interests
• Three can clearly be seen:
- Football (blue)
- Popular culture (largely females, yellow)
- General sports and sport news channels (red)
This gives us a solid foundation upon whi to understand at a higher level, what our audience is intersted in.
Interest Engagement
0%
5%
10%
15%
20%
25%
30%
BBCSporf
piersmorgan
GaryLineker
Joey7Barton
footballacca
UberFacts
SkySportsNews
MarioBaloltelli
rioferdy5
BBCSport
YouTube
themichaelowen
frankieboyle
RobbieSavage8
FootyAccums
FootballFunnys
rickygervais
RoyCropperNOT
timlovejoy
Lord_Sugar
sickipediabot
Footy_Jokes
SkySports
GazGShore
WayneRooney
JodieMarsh
GNev2
JeremyClarkson
Comedy/ banter
Football players/ pundits
Facts & news
Celebrities
Venue Identification
Content Engagement (video)
A FINAL THOUGHT
digital information is just people in disguise
THANK YOU