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Point of view: Serendipitous wobble
Byron Sharp, Admap, December 2013, pp. 7-7
This article suggests that consumers have fairly stable brand loyalties, but that their purchasing behaviour can appear random as various serendipitous factors influence it.
This article suggests that consumers have fairly stable brand loyalties, but that their purchasing behaviour can appear random as various serendipitous factors influence it. This means that analysis of data over a short period of time can be misleading, and make the classification of heavy and light users difficult. Even tracking purchasing behaviour over a year can be misleading as many consumers purchase in a given category infrequently, allowing one missed or additional purchase to change their classification. Serendipitous factors will continue to make it difficult for marketers to target individuals, even with the development of Big Data.
Are you getting personal? Then keep your distance
Jeremy Bullmore, Market Leader, Quarter 2, 2013, pp. 22-22
In this opinion piece, Jeremy Bullmore warns that brands that try to be your best friend need to realise that relationships are a two-way process.
In this opinion piece, Jeremy Bullmore warns that brands that try to be your best friend need to realise that relationships are a two-way process. Bullmore cautions that in attempts at personalisation, brands can become too pushy with their efforts seen by consumers as ingratiation. Instead of trying to dupe consumers into a sense of familiarity by clumsily wielding data, a canny brand builder leaves room for each member of the audience to respond to brand clues and to contribute as much to the relationship as the brand itself.
Measuring brand experience (Landor Perspectives 2012)
Kara McCartney and Susan Nelson, WPP Atticus Awards, Highly Commended, 2012
This paper asserts that brand building is now about experiences, and that these experiences are the sum of thousands of touchpoints.
This paper asserts that brand building is now about experiences, and that these experiences are the sum of thousands of touchpoints. If a customer's feeling about a brand is built through touchpoints, then traditional ways of measuring the brand's impact, such as purchase-drivers, may no longer be sufficient. The authors present a new quantitative research instrument that models a brand marketplace and reveals the stages and touchpoints on the customer journey that have the most impact on preference for a brand and its competitive set. Moving beyond assessing the typical touchpoints included in media-centric measurement models, the tool measures all points of interaction whether intentional or unintentional, paid or earned, physical, sonic, or olfactory.
How StarHub is using 'big data' to transform its business
Low Lai Chow, Event Reports, Loyalty World Asia, December 2012
Singapore-based telecommunications operator StarHub has access to reams of consumer data and has for some time been developing ways to mine that for new insights.
Singapore-based telecommunications operator StarHub has access to reams of consumer data and has for some time been developing ways to mine that for new insights. Seven years ago, the company integrated its three CRM and billing systems into one, just so it could make sense of its customer data. And in late 2012 it launched SmartHub, with subsets of anoymised real-time data across all four platforms operated by StarHub. It has also started partnering research institutions, start-ups, local and international companies in order to develop new analytics and display tools, train data scientists and develop cases and business models.
Privacy: From data to people
Anita Beveridge, Chloe Cook and Andy Stubbings, The Futures Company Trends, Future Perspectives, July 2012
How a company handles privacy is becoming increasingly important to its wider reputation. This Future Perspectives report from The Futures Company explores how ideas of privacy have changed in different parts of the world and the influence of new technologies on its evolution.
How a company handles privacy is becoming increasingly important to its wider reputation. This Future Perspectives report from The Futures Company explores how ideas of privacy have changed in different parts of the world and the influence of new technologies on its evolution. Also examined is what the next era of privacy might look like in a world of increasingly smart devices and ever-more expansive forms of data collection. How the public reacts to privacy issues is highly nuanced and dependent on context. Examples of high profile privacy controversies are highlighted to show how different uses of people's data can harm reputations. Recommendations for action include remembering that personal data as "bits of people", recognise context and be among the first companies to be transparent.
Customer relationship management
Professor Hugh Wilson, Warc Best Practice, May 2012, pp. 46-47
CRM matters more in some organisations than in others. The industries where it is most dominant are: financial services, utilities, retail and travel and leisure.
CRM matters more in some organisations than in others. The industries where it is most dominant are: financial services, utilities, retail and travel and leisure. This article outlines ten things that need to be tackled, which include integration with data, process, communications, structure and metrics and improving conversation quality with individualisation, customer centricity, dynamic interaction, customer selectivity and peer-to-peer facilitation.
Customer data: Danger in data
Richard Higginbotham, Admap, March 2012, pp. 40-41
A study shows that people generally trust companies to use any personal data they give them positively.
A study shows that people generally trust companies to use any personal data they give them positively. Companies that use that data to tailor their messages and deliver welcome benefits to their customers will find that these consumers become confident about revealing even more information about themselves. As long as their communications are being properly addressed and relevant, they assume that a company is protecting their data and making sound use of it. This confidence can disappear in an instant if they start to receive badly targeted messages or mishandling of their data results in fraud and can lead to mistrust of the brand.
Real-time planning: Track the data on the dashboard
Neil Charles, Admap, January 2012, pp. 36-38
Real-time planning is a tactical rather than strategic tool that, through the analysis of customer behavioural data, enables the short-term refinement of communications strategy.
Real-time planning is a tactical rather than strategic tool that, through the analysis of customer behavioural data, enables the short-term refinement of communications strategy. But with all the data now on offer, it is nearly impossible for a brand to put across a consistent message. So rather than tracking large volumes of data and hoping to generate insights from them that can lead to more efficient marketing, the chosen data should flow from analysis work that has already been done.
P&G To Consolidate Data Base for 360-Degree Consumer Insights
Geoffrey Precourt, Event Reports, ad:tech Chicago, September 2009
Reporting from ad:Tech Chicago 2009, Geoffrey Precourt, WARC's U.S. editor, covers a session on 360-degree marketing by Elva Lewis, Procter & Gamble's associate director of corporate marketing.
Reporting from ad:Tech Chicago 2009, Geoffrey Precourt, WARC's U.S. editor, covers a session on 360-degree marketing by Elva Lewis, Procter & Gamble's associate director of corporate marketing. Lewis argues that P&G is "one of the biggest and most siloed companies in the world", presenting unique challenges when it comes to understanding its customers. Currently, the FMCG giant's communications target around half of the potential U.S. audience base of 200 million people. The company's former marketing director, Jim Stengel, emphasised the importance of understanding the "who", the "what" and the "how" of the purchase process, but, until now, only the first of these criteria had been truly met, she added. However, by aggregating this information, and taking advantage of the scale of its operations, in a single-source database, P&G will now "be able to understand, for the first time, the individual. We'll know who she is. We'll know what she cares about at P&G."
Personalisation, relevance and consistency in database marketing
Yolanda Noble, Admap, September 2008, Issue 497, pp. 38-40
Technology has enabled marketers to personalise communications to customers, affordably and regularly, at every value level.
Technology has enabled marketers to personalise communications to customers, affordably and regularly, at every value level. The improved database marketing capability that has resulted from technological development is also becoming increasingly crucial for financial and other companies as regulatory barriers disappear; it becomes of key importance to attract and keep the right customers with the right offers, so that they remain profitable. Profitability per customer must be understood at the individual level, or brands will not know who to target, why and with what. Therefore, metrics which measure the outcomes and cost efficiencies of targeted communications are critical. They are also vital for evaluating and understanding the value of existing company databases during diligence enquiries before and after mergers and acquisitions.
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