Filip Corne - Jump-start your datadriven marketing

Filip Corne www.stratics.be be.linkedin.com/in/filipcorne @FilipCorne

Jump Start Your

Data Driven Marketing


...you get to the finish?

And how to make sure ...


Single Customer View

Data is a reflection of reality

Brand Interactions

Define your Work

Visualize

Listen

Act


Single Customer View


Webshop ERP CRM

Marketing

MAT

Census

Nielsen

Research

FinanceSales

External

Platforms


SO..TEAR DOWN THE SILOS?


OR ... CONNECT THE SILOS!

Contact Center

ERP

CRM

Kiosk

MIP

BI


Data is a reflection of reality


Reality is dynamic, so is data

Reality has many layers, so has data

Think Trigger based, not Campaign based


STATIC DATA

DYNAMIC DATA

Deep Historic Data Record of past Interactions Inaccurate due to latency

Provides Value & Behavourial Insights

Interaction/Session only data

No records of other channel Interacons

Accurate up to last click/conversation

Provides ContextualInsights



SCV + Static Data + Dynamic Data

Enable Marketeers to understand

Right Channel (static) Right Person (static) Right Message (context) Right Time (now) Right Incentive/Margin (value)


Brand Interactions


Interactions are leaving digital traces

Most traces get lost in time

Provide Contextual Insights


Define your Work


Calculating ROMI

You’ll need the “R” for Return

And the “I” for Investment

Rather “Incremental” Return


Visualize


1 Graph speaks a thousand words

But always remember


Act


Use ALL channels – Old & New

A/B testing & Control Groups should be used at least twice a year



Listen


The most important part in a relationship

And remember you have lot’s of ears...


Thank You for Listening