Big Data Promotes a Culture of Data-Informed Decision Making and Adaptive Marketing - Antony Young-Mindshare

Big Data is quickly being catapulted to the top of Marketing39s agenda but it remains a challenge for many companies in preparing for this shift According to a survey conducted by IBM less than half of CMO39s feel prepared to cope with this increasing amount of marketing data over the next 5 years with the data explosion cited as their 1 headache The problem isn39t obtaining data it39s figuring out how to turn it into marketing magic I39m seeing a growing list of exceptional cases of marketer39s shifting their organizations to adopt a higher level of datainformed decision making often with astonishing resultsIt39s not so much big data but smart data used at scaleLast week I had dinner with Joe Rospars founding partner at Blue State Digital who served as Obama39s Chief Digital Strategist for his 2008 and 2012 campaigns and asked him about big data He responded their approach quotwasn39t so much big data but smart data used at scalequot To win this election they needed to get very granular in their targeting By extracting voter files and collecting information via the tens of thousands of polling calls made to homes every night they were able to identify by household individual voter likelihood and then determine the communications they needed to deliverThe Obama campaign expertly targeted via online advertising email door to door and phone canvassing very personalized messaging They cleverly extended this strategy via social media Nearly a million supporters that 39liked39 the Obama 2012 page also allowed access to their profile data via Facebook Connect This enabled Obama39s people to identify their Facebook friends in battleground States cross tabulate with their own databases which they then asked supporters to email or even personally call their friends that fit likely Obama voter profiles to remind them to register or vote earlyData is the engine for Adaptive Marketing Data is allowing brands to move quicker and more decisively to gain a market advantage by dynamically informing their messaging and mediaSamsung a big investor in data worked with insights firm Networked Insights to use realtime social listening to help them keep a finger on the pulse of consumer sentiment and adjust their communications to capitalize on the web discussion about brandsWithin a couple of hours of Apple39s Tim Cook revealing their iPhone 5 Samsung reading the reaction in social channels drafted new print digital and TV ads The following week as the iPhone hit the stores they aired TV ads mocking Apple customers queuing up for the new phone and some of its less flattering features The commercial was a hit and received more than 70 million views onlineThey also used social listening as a real time guide to evaluate how effective their ads were with consumers by measuring what people are saying about them and what effect they39ve having on competitors39 brands Stressing the importance of data in informing their marketing Brian Wallace the former VP of Marketing at Samsung who recently moved to Motorola to a global marketing role said quotThe data guys lead these conversations Not the creative guys Not the sale guys And it39s not just analytics it39s analysisquot He added quotdata does not crush the art of advertising It simply informs it and ultimately improves itquot Samsung39s shift to a strategy of employing social data at the center was one of the key factors that assisted them to move from the number 4 mobile device manufacturer to pass the mighty AppleCreating a more personalized customer experienceI39m seeing a focus on data enabling marketers to create smarter more engaged customer experiencesI recently chaired a panel which included Sandra Zoratti coauthor of the book Precision Marketing She cited Caesar39s Entertainment as a marketer that centralized data to better formulate its approach to marketing They identified 015 of their customers that contributed to 12 of their casino revenues This led to them employing Good Luck Ambassadors to monitor these customers If they weren39t having a good night on the tables they offered complimentary tickets to a show or dinner based on their known preferences to ensure they left their casinos with a positive experienceBuilding a fluid organization that can capitalize on the dataShifting to a fast moving data marketing organization isn39t just about software and strategy It requires a shift in how the agency and clients teams workThe Obama campaign quadrupled their data team from the previous election campaign adding data technologists behavioral scientists and mathematicians to crunch the data and help interpret them into actionable marketing insightsAccording to Rospars to improve speed of activation they established a persona playbook on how the brand should speak to allow them to delegate decision making downPersonally I love this shift to datainformed decision making It is creating more adaptive more relevant and more commercial marketing programs We are barely scratching the surface but it39s clear that going forward data will be an enabler of more potent marketingAntony Young is CEO of Mindshare North America a WPP strategy and media investment agency He recently authored Brand Media Strategy a Palgrave MacMillan and Advertising Age publication which offers strategies on communications planning in the Google and Facebook era Antony can be reached at AntonyYoungmindshareworldcom

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Big Data Promotes a Culture of Data-Informed Decision Making and Adaptive Marketing - Antony Young-Mindshare

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