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Data driven communications presented to RMIT University
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© 2014 Zuni | All Rights Reserved | Confidential
Data Driven CommunicationsPresented to RMIT, 12 August 2014
© 2014 Zuni | All Rights Reserved | Confidential
Co-owner & Client Relationship Director of specialist digital agency Zuni
Current clients include Michael Hill, NRMA, TAFE, Macquarie University, Lend Lease, Suncorp, Westfield, Roche
20 years agency-side experience
Hi, I’m Valentina
© 2014 Zuni | All Rights Reserved | Confidential
DATA’s importantVERY
© 2014 Zuni | All Rights Reserved | Confidential
Document the business objectives and the expectation of digital’s role in achieving them, as well as current asset performance
Understand key target audiences, their online behaviour and determine how they use digital as part of the customer journey to purchase / engage with the product / service
Review the broader market and competitive environment
Develop an overarching framework that outlines how the various elements of digital work in harmony to achieve the objectives
Develop specific executional plans that can be implemented
Digital Strategy Process
Map out how the target audience uses digital channels to engage with the problem area / solution options and brands, focusing on understanding their digital behaviour and requirements.
UNDERSTAND THE TARGET AUDIENCE
Key areas of focus :• What does the customer journey
for the product / service look like • How is digital used as part of that
process • What users want – functionality,
channel and content• Differences between target
audiences • Frequency of visits
• Review all current information on target audience
• Market knowledge of the product and audience
• Online surveys– On own website– Via email
• One-on-one interviews
• Qual vs Quant – depends on what you’ve already got
UNDERSTAND THE TARGET AUDIENCE-METHODS
© 2014 Zuni | All Rights Reserved | Confidential
Data in MarketingTrends
© 2014 Zuni | All Rights Reserved | Confidential
© 2014 Zuni | All Rights Reserved | Confidential
What is Big Data?
• Not an Excel Sheet
• Lots of data that can’t be easily managed or manipulated
• Layers of data that if mined for the insights are extremely
valuable
• Know more about the customer and their habits
© 2014 Zuni | All Rights Reserved | Confidential
• Realistically, most businesses have little or no use for big data
• Large organisations will benefit the most
Long drive through queue
Short drive through queue
Electronic menu board displays quick to
prepare items
Electronic menu board displays higher-
margin, longer to prepare items
Should I be concerned?
Data Sources
• NAB customer data
• Census data
• Spending data from
Quantium
peoplelikeu.com.au
Case Study
© 2014 Zuni | All Rights Reserved | Confidential
Basic email sendingBasic reporting
PERSONALISED CONTENT: Segmented based on purchase behaviour
1:1 CUSTOMER EXPERIENCE: When the customer wants, in the channel they want, based on behaviour in multiple channels
TOO
LSET & IN
TEGRATIO
N
TIME & DATA CAPTURE
Data Enabling Personalisation
Personalisation
Purchase history makes up my weekly offers
Localisation
Creating Relationships
Other retail examples: http://ibm.co/NwiIxx
Case Study
© 2014 Zuni | All Rights Reserved | Confidential
Data you can leverage for personalisation
Site Behaviour Variables
• Customer v Prospect• New v Return visitor• Previous Visit Patterns• Previous Product Interests• Search• Previous online purchase• Previous campaign
exposure• Previous campaign
response
Environmental Variables
• IP address• Country of Origin• Time Zone• Operating System• Browser Type• Screen Resolution• Demographic Layer
(income, age)
Referrer Variables
• Referring domain• Campaign ID• Affiliate• PPC• Natural Search• Direct / bookmark
Temporal Variables
• Time of Day• Day of Week• Recency• FrequencyOffline Variables
© 2014 Zuni | All Rights Reserved | Confidential
Case Study
© 2014 Zuni | All Rights Reserved | Confidential
Sources azumio.com, runkeeper.com, quentiq.com
Sleep Time (Azumio) app
Runkeeper app
QUENTIQ platform – wearable sensors and app
Quantified Self
© 2014 Zuni | All Rights Reserved | Confidential
Quantified Self
© 2014 Zuni | All Rights Reserved | Confidential
Know your customer journeyDiscovery/ Awareness
• General internet usage
• Paid Media – including traditional media like pamphlets
• Search / Google• Social networks• Word of Mouth:
Forums, Reviews, Blog sites
Consideration
• SEM: Search terms around location, open times, offers and deals; alternatives to gym location (ie independent group exercise)
• Social media spaces: View experiences & recommendations of others in network
• Word of Mouth: your go-to person (someone you know, in the know), water-cooler chat
• Your Product: free trial / offers, try before you buy PT offer
Final purchase decision
• SEM: Search terms around location best options and flexibility
• Ongoing Support: Meeting and surpassing your fitness goals; nutritional support, plan reviews
• Social Aspect: onboarding process, team introductions, support network creation
• Your Product: free trial / offers, try before you buy PT offer; investigate range of membership offers and onboarding offers; member-get-member offers
Experience & advocate
• Your Product: Content engagement through VALUE for the customer (recipes, meal plans, at home solutions)
• App integration: wearable technology information & success – understanding of personal achievements and assessment
• Social media spaces: Recommend & share, part of a community
© 2014 Zuni | All Rights Reserved | Confidential
© 2014 Zuni | All Rights Reserved | Confidential
Comms
DecisionsData
© 2014 Zuni | All Rights Reserved | Confidential
© 2014 Zuni | All Rights Reserved | Confidential
Results• 1.7million app downloads in first 3
months (iPhone & Android)• Customers who shop both in-store &
online spend 70% more than customers who shop solely in store
Emails – exclusive member discounts
Mobile app with in-store shopping– Shopping lists ordered by aisle of local
store– Bar code scan products to add to
shopping list– Track fuel vouchers & savings– My specials – offers designed around
things customers buy most– Health & wellbeing content– Recipes – add ingredients directly to
shopping list
See more here http://vimeo.com/52191517
Data, Data, Data
© 2014 Zuni | All Rights Reserved | Confidential
+
+ +
Super Applications
© 2014 Zuni | All Rights Reserved | Confidential
© 2014 Zuni | All Rights Reserved | Confidential
© 2014 Zuni | All Rights Reserved | Confidential
Questions
Valentina BorboneClient Relationship Directore: valentina.borbone@zuni.com.auw: www.zuni.com.au p: 02 9516 5480t: valentina1975l: au.linkedin.com/in/valentinaborbone/
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