Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers
description
Transcript of Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers
![Page 1: Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ca3d1a4a795908248b47a6/html5/thumbnails/1.jpg)
Data-Driven Marketing: Trends and Implications for Search Marketers
Data-Driven Marketing: Trends and Implications for Search Marketers
Mark JefferySenior Lecturer of Executive Programs, Kellogg School of Management and Managing Partner, Agile Insights LLC [email protected]
© Mark Jeffery 2012, All Rights reserved
![Page 2: Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ca3d1a4a795908248b47a6/html5/thumbnails/2.jpg)
Data-Driven Marketing: Trends and Implications for Search Marketers 04/10/20232
![Page 3: Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ca3d1a4a795908248b47a6/html5/thumbnails/3.jpg)
Data-Driven Marketing: Trends and Implications for Search Marketers
• 1. Motivation• 2. The Marketing DivideData-Driven Trends:• 3. Big Data• 4. Agile Marketing• 5. (Social)2
Overview: 5 ideas in 25 min
04/10/20233
![Page 4: Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ca3d1a4a795908248b47a6/html5/thumbnails/4.jpg)
Data-Driven Marketing: Trends and Implications for Search Marketers
Idea 2: The Marketing Divide
04/10/20234
![Page 5: Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ca3d1a4a795908248b47a6/html5/thumbnails/5.jpg)
Data-Driven Marketing: Trends and Implications for Search Marketers
Data-Driven Trends
Idea 3: Big Data
5
![Page 6: Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ca3d1a4a795908248b47a6/html5/thumbnails/6.jpg)
Data-Driven Marketing: Trends and Implications for Search Marketers
SEARS• The Business
– Major US general merchandise retailer with over $30 Billion revenues– Direct mail more than 250 Million catalogs per year. Targeting 14 - 18 Million
customers. Spread over 18 separate mailings. – Generating incremental sales of $900 Million per year.
• New strategy – Split the targeted customers into 25 distinct segments, based on a robust series of
variables, attributes and purchase characteristics – Version the mailers, based on products & categories relevant to the various groups
• Results– Increase in mailer revenue of $215 Million dollars per year, based on improved
targeting and campaign management• 1% improvement in number of trips generated among mailed customers• 5% improvement in average purchase dollars per trip• 2% improvement in gross margin, as "right" product featured captured sales without reliance
on 'off-price' promotions
– Catalog Targeting project alone had an NPV exceeding $40MM
04/10/20236
![Page 7: Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ca3d1a4a795908248b47a6/html5/thumbnails/7.jpg)
Data-Driven Marketing: Trends and Implications for Search Marketers
Data-Driven Trends
Idea 4: Agile Marketing
7
![Page 8: Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ca3d1a4a795908248b47a6/html5/thumbnails/8.jpg)
04/10/2023Data-Driven Marketing: Trends and Implications for Search Marketers8
![Page 9: Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ca3d1a4a795908248b47a6/html5/thumbnails/9.jpg)
Data-Driven Marketing: Trends and Implications for Search Marketers
Summary Program Metrics
9
![Page 10: Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ca3d1a4a795908248b47a6/html5/thumbnails/10.jpg)
Data-Driven Marketing: Trends and Implications for Search Marketers
Data-Driven Trends
Idea 5: (Social)2
10
![Page 11: Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ca3d1a4a795908248b47a6/html5/thumbnails/11.jpg)
04/10/2023Data-Driven Marketing: Trends and Implications for Search Marketers11
The Midnight Ride (1775)
Wm. Dawes
Redundant Contactsin different towns
Paul Revere
Diverse Contacts in
Different towns
![Page 12: Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ca3d1a4a795908248b47a6/html5/thumbnails/12.jpg)
04/10/2023Data-Driven Marketing: Trends and Implications for Search Marketers12
Social Attribution Modeling
Source: Katrin Ribant et al, “Social Media Attribution – Beyond User Engagement,” Havas Digital, 2011
![Page 13: Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ca3d1a4a795908248b47a6/html5/thumbnails/13.jpg)
Data-Driven Marketing: Trends and Implications for Search Marketers
Summary
04/10/202313
• 1. Motivation• 2. Marketing Divide
Data-Driven Trends• 3. Big Data• 4. Agile Marketing• 5. (Social)2
![Page 14: Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ca3d1a4a795908248b47a6/html5/thumbnails/14.jpg)
Data-Driven Marketing: Trends and Implications for Search Marketers
Questions?
Mark [email protected]