Adrian kingwell, Mezzo Labs - Making Data Personal

@adrian_kingwell @mezzolabs

Making Data Personalor How to sell Tom Cruise car

insurance Adrian Kingwell

Mezzo Labs


What is personalised marketing?

The ability to deliver the right message to the right person

through the right mediumat the right time


What is personalised marketing?

It’s all about relevance and speed


How do we sell Tom Cruise some car insurance?


What do we know about Tom?• Who is he? Is he in our target audience?• Does he need car insurance?• Is he ready to buy?• What would make him buy our insurance?• How do we get our offer in front of him at the right

time?


Tom’s demographic cohorts• Actor – actors pay high premiums• High net worth individual - worth $470 million• Divorced, currently single• Owns more than one car • 53 years old – low risk• Scientologist – doesn’t drink, smoke or take drugs


Tom’s behavioural cohorts• Ready to buy - got a quote for car insurance two

days ago• Fussy buyer - spent 15 minutes ping-ponging

between the postcode field and the quote page• Frequent OLB user - logs into online banking via the

app 3-4 times per week• Lapsed customer - bought our car insurance a few

years ago• Tech savvy - has multiple devices


We need personal marketing

Let’s find Tom Let’s reach him through the medium of his choiceLet’s send him a promotion that is relevant to him

Let’s do it at the right time


Tom is in the neighborhood• Tom is in Westfield shopping mall just off the A40• He’s not looking at his iPhone but he is looking at

in-store display advertising


https://www.youtube.com/watch?v=7bXJ_obaiYQ


How did it go?

Did we find Tom? Did we target him through the right medium?

Did we send him the right promotion? Was it the right time?

Something went wrong in our personalised marketing


How good is Minority Report marketing?

Targeted, but not exactly personalised• More like programmatic marketing

Wasteful• Tom was never going to be interested in Guinness

Expensive• We failed to outbid luxury brands

It is still mass marketing• Generic ads in locations that have the right demographics


Let’s go back to basics


First we need some data…Website

Mobile App

Paid media

3rd party

CRM

Credit to Signal for this model

Blend the data


Next we create a single customer view…

Blend the data

Match unique

identifiers

Website

Mobile App

Paid media

3rd party

CRM



Then we create some segments…

Blend the data

Match unique

identifiersCreate

segments

Website

Mobile App

Paid media

3rd party

CRM



Finally we can do something with it…

Automation

Analysis

Blend the data

Match unique

identifiersCreate

segments

Website

Mobile App

Paid media

3rd party

CRM



Automation

Analysis

Email

Technology maps onto this…

Collect and blend the

data

Match unique

identifiersCreate

segments

Website

Mobile App

Paid media

3rd party

CRM

DMPCRO

DSP


CohortHypothesis

Website

Mobile App

Paid media

3rd party

CRM

Analysis

Customer ID

Content ID

Demographics

Behaviours

Website

Mobile App

Paid media

Email

Offline display

Blend the data

Match unique

identifiersCreate

segments

Relevance

Speed


ChallengesWebsite

Mobile App

Paid media

3rd party

CRM

Website

Mobile App

Paid media

Email

In store

Blend the data

Match unique

identifiersCreate

segments


ChallengesWebsite

Mobile App

Paid Media

3rd party

CRM

Web analytics

Mobile SDK

Adserving, video, aggregators

Offline systems

CRM

User ID

How do we match different IDs to universal ID?

How do we match the Universal ID

with 3rd party data?

Who are our users?

Event ID

What did they do?When?

How much?

Where are they in the buying cycle?

Identify the critical few events and

filter out all the rest

Campaign ID

What creative did they see?Where?When?

At what cost?

What do they respond to?


ChallengesWebsite

Mobile App

Web analytics

Mobile SDK

Language

Do all data sources define data the

same way?Do we have a data

dictionary?Do we have a data

layer?

Time

Are all data sources on the same time

base? How often can we get access to the

data?How quickly can we process the data?

Governance

How do we ensure that nobody breaks

anything?

Paid Media

3rd party

CRM


Offline systems

CRM


ChallengesWebsite

Mobile App

Web analytics

Mobile SDK

Analytics

Customer journey is no longer linear

The funnel is no longer funnel-

shaped

Customer goes offsite > onsite > app store > app >

branch

Management

Who owns this?

The ROI is difficult

Organisations are not set up to do

this

Privacy, security and compliance

What will Risk and Compliance say?

Are your suppliers ready?

Will your customers think it is creepy?

Paid Media

3rd party

CRM


Offline systems

CRM


Back to Tom• It’s all about speed and relevance

• If we can be relevant, our marketing won’t be wasted• If we can execute quickly, we won’t get beaten

• We can’t read Tom’s mind • But we can calculate his propensity to buy• We can reduce our spend when he’s got a low chance of buying• We can increase our spend when he’s got a high chance

• Are we ready to do this?• Do we have the right skills • Do we have the technology?• Is the data ready?

Data & Analytics

Adrian kingwell, Mezzo Labs - Making Data Personal