Matt Jarman

A few years ago there was ‘The Line’…

Long lunches, beautiful ads, sexy models, big budgets…

Sales? ROI? The econometric model says we need more TV…

“We’re brand builders, darling.”

Targeted comms, just smaller budgets (& lunches)…

Response Rates may be low but it’s profitable…

“We use data-driven insight & analysis”.

…consumers interacted directly with brands

I buy in shop, direct or through an intermediary

I’ll ask friends or read reviews in magazines

I watch TV, read the paper, have a mobile

Identity theft is losing my wallet

My bank, the Government & data companies know me

Brands or data companies survey me

I can opt out or ignore comms

“

”

The information age has transformed this…

Google, Facebook, Apple etc. are the new data giants

Technology, software, social change?

We’re all fuelling this data explosion

More data for marketeers then ever before…

Explosion of channels

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…consumers don’t just engage directly with a brand

955m Facebook users by 2011

½ of all mobiles to be smartphones by 2015

400m Tweets a day

c25bn App downloads via iTunes

Twitter has 13bn API calls per day

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What actionable, consumer data can CTM identify through these social media?

(Why do people ‘like’ or ‘follow’ a fictional meerkat?)

Alexsandr Orlov…

810k people who ‘like’ him on Facebook

53k Twitter followers

4m views on YouTube channel & 5k followers

A great example of an integrated awareness campaign

But is it just multi-channel ATL branding?

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Now we have what we’ve always craved: Contextual Data

Active Brand

Engagement

Tracking technology continually getting smarter

Consumers openly supply data to brands & friends

Brand interaction can be tracked

Word of Mouth can be measured

Consumer influence can be gauged

Likes, dislikes, real-time location, preferences, interest…

Digital trails are long and complex…

PersonalPersonal

PurchasePurchase

PreferencesPreferences

LocationLocation

InterestInterest

Click-StreamClick-Stream

Open RatesOpen Rates

Click-ThrusClick-Thrus

CommentComment

SentimentSentiment

IP AddressIP Address

CookieCookie

Time/DateTime/Date

ScreenScreen

LikesLikes

NetworkNetwork

EngagementEngagement

ReferralReferral

AffiliationAffiliation

AgeAge

IncomeIncome

Geo-demsGeo-dems

TriggerTrigger

BehaviourBehaviour

Picture: http://images.publicradio.org/content/2008/08/06/20080806_airplane_33.jpg

…customer records are becoming more complex & diverse

Personal DataPersonal Data

Demographic & LifestyleDemographic & Lifestyle

Transactional InformationTransactional Information

Comms DataComms Data

Personal DataPersonal Data

Demographic & LifestyleDemographic & Lifestyle

Transactional InformationTransactional Information

Behavioural (Web & Comms)Behavioural (Web & Comms)

Predictive (Web & Comms)Predictive (Web & Comms)

UGI & CVIUGI & CVI

Social Media Engagement Social Media Engagement

SentimentSentiment

Comms DataComms Data

Picture: http://images.publicradio.org/content/2008/08/06/20080806_airplane_33.jpg

CACI’s Consumer Digital Data Model

ANONYMOUS CONSUMERS

IDENTIFIABLE CONSUMERS

Data collected & aggregated on anonymous consumers

based on observed behaviour

3rd PARTYDERIVED

Web

PCookies

Flash Cookies

Beacons

• Web behaviour• Click-stream data• Location/ IP Address• Shopping Basket

data• Interests• Preferences• Aggregated

demographics & geo-demographics

• Web behaviour• Click-stream data• Location/ IP Address• Shopping Basket

data• Interests• Preferences• Aggregated

demographics & geo-demographics

Data acquired on consumers via 3rd party Social Media sites

(and intermediaries)

3RD PARTY VOLUNTEERED

SocialMedia

A

Brand

• Personal details• Network Size• Location• Brand affiliation• Comment• Sentiment

• Personal details• Network Size• Location• Brand affiliation• Comment• Sentiment

Data derived about consumers or customers based on

observed behaviour

WEBSTE

ESP

WEB ANALYTICS

P

• IP Address• Cookie data• Browsing history• Screen Resolution• Email Behaviour• Email Provider

• IP Address• Cookie data• Browsing history• Screen Resolution• Email Behaviour• Email Provider

CONSUMERDERIVED

Personal data provided to an organisation directly by consumers or customers

CONSUMER VOLUNTEERED

A

WEBSITE

• Contact Details• Preferences• Purchases• Location• Personal Data• Privacy Options• Reviews• Brand sentiment• Contextual data• Brand Engagement• Likes/ Dislikes

• Contact Details• Preferences• Purchases• Location• Personal Data• Privacy Options• Reviews• Brand sentiment• Contextual data• Brand Engagement• Likes/ Dislikes

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Application

Email, Telephone, SMS, Mail

Multiple components: Some new, some legacy

Web Registration Competitions

Partner

Online Sales

Comment/ Review

Store/Branch

CONSUMER VOLUNTEERED

CMSWeb Analytics

CONSUMER DERIVED

FacebookTwitter

3rd PARTY VOLUNTEERED

Ad server

3rd PARTY DERIVEDTYPE OF DATA

Data Cleansing

Data Integration

TransactionalData Store

Matching Services

Conversational Marketing

Conversational Marketing

Open Networks

Open Networks

AmplificationAmplification

APIsAPIs

Social Networks

Social Networks

Augmented Reality

Augmented Reality

Sentiment MonitoringSentiment Monitoring

Tradigital MarketingTradigital Marketing

Marketing language is rapidly changing…

CommunitiesCommunities

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FROM

6 week reaction

One to Many

Push

Data assimilation

…consumer expectations have increased

Single Channel

Muted

TO

0.06 second reaction

One to One to Many

Pull

Customer dialogue

Multiple Channels

Loud

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PULL

Brands need to record, link, monitor and utilise relevant data collected from inbound, outbound and intra-consumer conversations,

across all relevant channels to drive better conversations and therefore have deeper

customer relationships

PUSH Acquisition RetentionGrowth

Engage

Amplify

Influence

Marketing models have to (and are) adapting…

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But, familiar challenges still exist

A lot is known about a few

Data rich; insight poor

Brand centric data, not user centric-data

Data held in organisational silos

Organisational planning still product, not consumer focussed

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Where next?

• Consumer digital is increasing and will only increase

• Whether social, web behaviour, email behaviour, Open ID or all – no brand is impervious & you’ll already be collecting this data

• CACI can help you to:– Identify what data to collect, distil, and use– How to bring the disparate data components together– Append additional, user-centric data – Bespoke online analysis – Technology vendor selection & implementation