agenda.

#digitalmarketing @SagittariusMktg

Nick Towers, Sagittarius introduction

Josh Whiten, Sagittariuswhy multichannel is nothing new & just plain common sense

Katy Howell, Immediate Future digging out the gems in social data that deliver the ROI

Duncan Smith, iCompliprivacy equals trust – its no illusion

Break

Paul Fennemore, Sitecorepersonalising customer experience through analytics

Personas & profiles workshop

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Josh WhitenDigital Marketing Director

aims.

see how data has changed multichannel marketing.

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show links between data, social, personalisation and privacy.

then.

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marketing models.

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stages of consumer awareness for integrated marketing campaigns

examples.

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AttentionAttention InterestInterest DesireDesire ActionAction

UnawarenessUnawareness AwarenessAwareness Comprehension

Comprehension ConvictionConviction ActionAction

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impact on channels.

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kotler.

now.

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• the channels have changed;

• online, offline, device.• but some things remain

the same…

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channels in the online customer journey.

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AttentionAttention InterestInterest DesireDesire ActionAction

Unawareness

Unawareness AwarenessAwareness Comprehensi

onComprehensi

on ConvictionConviction ActionAction

channels in the online customer journey.

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• first and last click attribution.

• gone from push to pull.

how has the model evolved?

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back to kotler.

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• segment your market into audiences and groups by value.

• choose which segments to target and with what.

• position your message and marketing.

segmentation, targeting, positioning.

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brightonseo 2015.

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it’s all about segmentation.

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• identify converting and high value users.

• segment them by source, behaviour, content and activity.

• use this data target more of them.

segmentation today.

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what else has changed?• wealth of data.• collection of data.• harder to make meaningful

decisions.• bridge the offline/online gap.

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time of day data.

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online and offline data.

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majestic wines tenterden.

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“Can I take your email address so we can keep a track of your purchases and give you better advice next time you come in?”

Casey, Majestic Wines

in store.

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24 hours later.

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• personalise website based on offline purchases and online behaviour.

• use remarketing to find on Facebook, encourage sharing and build lookalikes.

• aggregate data to identify all devices.

opportunities.

key takeaways.›use data to integrate multichannel

campaigns, online and offline.›use data to segment, target and position.›use data to make marketing decisions.› remember – it’s nothing new.

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personas & profilesbreak into groups

complete the person profile for audience no.1

select one person in the group to be their persona

each group member picks a card and asks the persona a question

now that we understand the persona, how would you change your marketing approach?