Relevancy Wins. Everything Else is TL;DR.
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Transcript of Relevancy Wins. Everything Else is TL;DR.
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RELEVANCY WINS. EVERYTHING ELSE IS TL;DR.
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URBAN DICTIONARYLiterally, "Too long; didn't read"
Said whenever a nerd makes a post that is too long to bother reading.
TL;DR
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PERSONALIZATION
Personalization is a data and analytics driven strategy for marketing to individuals based on their individual preferences, personality and other behaviors. When we’ve personalized successfully, marketing is relevant to the consumer and produces measurable results.
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MASS MARKETING
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PERSONALIZATION
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Data is the key to personalization.
Human data is the key to perfect
personalization.
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SOURCES: Future Foundation Millenials Study, 2014SDL Millenials Study, 2014Millenial Central Study (Females only), 2014Nielsen: http://www.nielsen.com/us/en/insights/news/2014/mobile-millennials-over-85-percent-of-generation-y-owns-smartphones.html
MILLENIALS <3 THEIR DEVICES
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HUMAN DATA LANDSCAPE
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WEARABLE & ACTIVITY APPS USAGEAMONG MILLENIALS
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WEARABLE & ACTIVITY APPS USAGEAMONG MILLENIALS
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SOURCES:Business Insider: http://www.businessinsider.com/the-wearable-computing-market-report-2014-10CNET: http://www.cnet.com/news/apple-watch-poised-to-overtake-fitbit-in-wearables-shipments/IDC: http://www.idc.com/getdoc.jsp?containerId=prUS25519615
THE RISE OF WEARABLES
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FAST FACT
Wearable users are willing to share personal data – if they get something in return.
75% of US fitness tracker users were somewhat to extremely comfortable sharing their personal data if it meant ads would be more personalized
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The explosion of wearable devices was clearly led by fitness bands, which until recently commanded prices that provided comfortable margins, but those days are changing.
The price of these fitness bands have come down so significantly in some markets that smartphone OEMs are now bundling them with smartphones at little cost. Meanwhile, the market is quickly shifting toward higher-priced devices that offer greater functionality.
““
RYAN REITH, Program DirectorIDC's Worldwide Quarterly Device Trackers
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BIGGEST DRIVERS OF INCREASED DATA MARKETING
SOURCES:GlobalDMA/Winterberry Group, Global Review of Data-Driven Marketing and Advertising
DATA-DRIVEN MARKETINGIS ALL THE MARKETING
53% A need to be more customer-centric
49%Maximize effectiveness/efficiency of marketing
investments33% Gain more
knowledge of customers/prospects 24%The growing
availability of audience data
20% A need to align with digital consumer preferences
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SOURCES:GlobalDMA/Winterberry Group, Global Review of Data-Driven Marketing and Advertising
DATA-DRIVEN MARKETINGIS ALL THE MARKETING
WHERE DATA EFFORTS ARE BEING FOCUSED
Targeting of offers, messages and content
69%
Data-driven strategy or product development
52% Customer experience optimization
49%Audience analytics/measurement
44% Predictive analytics
44%
TOP DATA MARKETING PRIORITIESCustom messages and personalized customer experiences
66%Acquire big data analytical skills to leverage insights
40% Customer acquisition and retention
36% Improve efficiency
36%
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HOW DO YOU CURRENTLYLEARN ABOUT CONSUMERS
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WHAT DO YOU LEARN WITHHUMAN DATA
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HUMAN DATA HELPS YOUFIND YOUR MOST LOYAL CUSTOMERS
50,000 households in Cincinnati buy Clif Bars
25% of those lead Highly Active
Lifestylesand will buy more Clif Bars than the other subsets
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HUMAN DATA INTELLIGENCE
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THE CONSUMER EXPERIENCE
CONSUMER REDEEMS REWARDS
CONSUMER OPTS IN
THROUGH DIGITAL TOUCH POINT
CONSUMER EARNS POINTS
TOWARDS REWARDS
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TURN INSIGHTS INTO ACTIONS
THE MARKETER EXPERIENCE
GET THE DATA DERIVE INSIGHTS FROM
HUMAN DATA INTELLIGENCE
1 2 3
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THROUGH EMAIL MARKETING
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INSIDE ALOYALTY APP
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THROUGH AFACEBOOK APP
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