Data Driven Marketing the DNA of customer oriented companies 00101001 yes no
Data Driven Marketing the DNA of customer orientated companies Executive summary 1. Data and marketing The Culture of Data Marketing decision making Telling stories with data 2. How to work with data Agility in organizations Rebel Framework Data management within the organization Growth Hacking 3. The Enablers Customer Experience Data Lakes in marketing AI as a Service 4. Begin your journey 2 Data Driven Marketing the DNA of customer orientated companies
Executive summary Context There are few professions that are currently evolving as quickly as those related to the fjeld of Marketing and Communication, we are working in an environment of disruption and rapid change. Due to the speed at which the new digital ecosystem progresses, it is often better to fjrst gain experience working in a startup before pursuing a university career. In the scenario in which we fjnd ourselves, an in depth knowledge of the technology utilised within our industry is crucial. Big multinationals are decreasing their investment in advertising by up to 17%, and choosing to work with smaller agencies and digital startups. Let’s not forget that technological transformation is even more important in a time when the consumer changes their purchasing habits at a rate never seen before. In this context, we have no choice but to develop an always on approach, and ensure that we’re constantly updating our knowledge and skills in disciplines such as analytics, measurement technologies, data fmow modelling...etc. in short deepening the complex Data Driven Marketing environment. Contents of this document Our inertia over these last few years suggests that we’re too focused on ATL , massive segmentations, very broad targets…etc., despite knowing that they are becoming less effective and remain more diffjcult to measure. Additionally, there are many audiences that are no longer within reach of these massive formats. The long tail is increasingly strategic and offers us more opportunities, especially if less than 10% of companies are utilising real-time data exploitation. Our objective in the development of this white paper is to share our experience in helping large corporations realize a unique vision of a model of obtaining, processing and making data available, oriented to increase their knowledge of the interactions that occur in our digital and non- digital ecosystem, in order to offer their consumers a unifjed brand experience. We will also examine the need to establish a culture of data in organizations, based on the data produced through different consumer profjles and a need to understand what drives the customer; what we can do to improve the customer experience both on and offmine, and how we can increase the effectiveness of our performance by obtaining previous analysis of data. 3 Data Driven Marketing the DNA of customer orientated companies
Executive summary This paradigm shift will allow us to establish new data management and processing processes that will help us learn more about the purchasing funnel and the consumer, through the data we obtain from analysis of our own platforms and platforms outside the brand. We will be able to better understand the demand for information, what consumers expect from each platform, and we will be able to improve our value proposition and that, in short, makes up our digital ecosystem - from discovery to activation, from sale to recommendation and retention. The benefjts of reading Those interested in increasing their skill in marketing performance, will be able to delve deeper into this document. These are the people who understand that we must take advantage of the opportunities made possible by a culture of data to coordinate different commercial areas of marketing and technology in order to achieve a unifjed global vision of integration, visualization and information made available to each area manager within the organization. It is important to make clear that we’re not aiming for technological transformation but an organizational culture and a team formation that allows us to change processes and procedures - throughout the consumer journey - to guide the organization in improving their relationship with the client - throughout the consumer journey -, increasing traffjc to point of sale and, ultimately, increasing brand value while, at the same time, allowing us to analyze the impact that our actions have on society - the citizen’s journey -. In addition, you will fjnd in this document national and international success stories that demonstrate the best strategies and roadmaps. 4 Data Driven Marketing the DNA of customer orientated companies
1. Data and marketing 5 Data Driven Marketing the DNA of customer orientated companies
1. Data and marketing Roads? Where we’re going, we don’t need roads Doc Brown, “Back to the future”. The Culture of Data Technology as a way of building opportunities and a culture of data What came fjrst? The egg or the data encoded in a string of DNA located in the yolk/nucleus cell? Is it our need to optimize returns and seek out new opportunities that leads us to rely on data? Or is it the availability of data that leads us to build a new culture around it? Xerox, Microsoft, Sun Microsystems, Lotus, Adobe, Intel and DELL laid the technological foundation for many things we have since internalized, developing opportunities in the technological fjeld in order to make things simpler. They allowed people and companies to perform already invented tasks in a more effjcient way. Google, however, did not build its business model on effjciency. Neither did Airbnb nor Spotify. Facebook is the best example of a ‘new school’ business. Their value proposition for companies and people alike is to offer new opportunities, new ways of doing new things. A Microsoft word processor looks a lot like a paper notebook, Microsoft offers a more effjcient version of an already established tool. Airbnb is not more effjcient than any other holiday rental service, but it offers consumers something new. If we compare companies launched during the 2000s, with those launched during the 80s and 90s, we realize they share something in common; in a world in which user behaviour, technology and consumer markets have grown increasingly more complex, the most innovative companies are focusing on devising new ways of creating value, using technology to build opportunities, not to build effjciency. 6 Data Driven Marketing the DNA of customer orientated companies
1. Data and marketing From funnel to consumer journey: generational difgerences X generation Y generation or millenials companies and people companies and people Always connected. Users More passive, less informed Multichannel. Multidevice Relation with the Touchpoints. Customer Journeys. Based on company Organization-based customer experience Decision moments Prime time Micromoments Complexity Slow changes High, fast changes Related to new markets Risks / Opportunities Related to knowledge or targets Focus / Challenge Effjciency Growth Hacking Information-oriented. Carry Process-oriented. Carry the Technology consumer data to the organization to the customer organization © Good Rebels Culture based on data We have built a culture around the availability of data. A culture based on data is not an end, it’s not even a means - it’s a consequence. Generating or reporting on a large amount of data does not mean you have a data-driven culture. When data allows us to understand why things happen in our organization, we’re on the right track. When that data helps us to predict future events, we will fjnd ourselves even closer to a culture based on data. 7 Data Driven Marketing the DNA of customer orientated companies
1. Data and marketing © Good Rebels The construction of a data-driven culture usually follows on from the Data Blind phase - the stage where nothing is visualized beyond the data being focused on, either because the method of collection is not adequate or simply because there is no business strategy behind their analysis: • Data Reactive: collect the data that is most relevant. Data is used, usually within independent departments and with a focus on reporting. Although data is reported on as a whole, it isn’t analyzed as a whole from the beginning. Data is only considered during the decision making process (more on this in the next chapter). • Data Active: you start working strategically with data as an asset. It is necessary to develop a Data Warehouse, or something similar, that allows you to aggregate and analyze the data as a whole. • Data Proactive: planning how the data will be used, prior to the start of the project. • Data Driven: the company uses data as an integral part of the value chain and everyday reality. 8 Data Driven Marketing the DNA of customer orientated companies
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