CARPE DM - BISNODE EMPOWERINGYOUR DIGITAL COMMUNICATION #dworkshop #carpedm

1. CARPE DM - BISNODE
EMPOWERING YOUR DIGITAL COMMUNICATION
21/03/2013
#dworkshop
@BisnodeBelgium
1

2. AGENDA
9:00 Welcome
9:30 Digital World
9:50 Optimization Digital Campaigns
10:20 Q&A
10:30 Pauze
10:45 Subject Line Testing
11:15 Social CRM
12:15 Q&A
12:30 Lunch
#dworkshop
@BisnodeBelgium
2

3. WHO AM I
Florent DIVERCHY
Digital Business
Consultant
10 years at Bisnode
florent.diverchy@bisnode.be
@thefrenchflo
3

4. THE DIGITAL WORLD
4

5. THE DIGITAL WORLD – ADVERTISER
Definition
Organization or person who pays for the production,
execution, and placement of an advertisement.
Advertiser
5

6. THE DIGITAL WORLD
Big Data
Specialist
Cross-
media
agency
Social
Agency
Creative
agency
E-coupon
coupon
Router
Specialist
Media
SEA
Agency
Media
SEA
Agency
E-coupon
coupon
Router
specialists
Cross-
Creative
CRM Media
Agency
Social
Agency
Big Data
CRM
Specialists Specialists
Advertiser
6

7. THE DIGITAL WORLD – 360°/ CROSS-MEDIA
AGENCY
Advertising in all media including radio, TV,
direct mail, magazines, newspapers and the
Web. Big Data
Specialist
Cross-
media
agency
Social
Agency
Creative
agency
E-coupon
coupon
Router
Specialist
Media
SEA
Agency
Media
SEA
Agency
E-coupon
coupon
Router
specialists
Cross-
Creative
CRM Media
Agency
Social
Agency
Big Data
CRM
Specialists Specialists
Advertiser
7

8. THE DIGITAL WORLD – MEDIA
AGENCY/BROKER/PUBLISHER
Definition
The people who have contacts with the Big Data
suppliers of various creative media. Specialist
Help owners of address lists and other
prospecting tools meet their potential Social
clients. Agency
Hire email address lists
E-coupon
coupon
Router
Specialist
Media
SEA
Agency
Cross-
Creative
CRM Media
Agency
Agency
Advertiser
8

9. THE DIGITAL WORLD –CREATIVE AGENCY
Definition
Specializes in Creative or design-
based business models: their basic Big Data
interest is in the creation of the Specialist
advertisement or branding.
Social
Agency
E-coupon
coupon
Router
Specialist
Media
SEA
Agency
Cross-
Creative
CRM Media
Agency
Agency
Advertiser
9

10. THE DIGITAL WORLD –
SEA/ANALYTICS/PERFORMANCE
Definition
Performs Search Engine Advertising
Big Data
Gives insights on Web Analytics: Specialist
Dashboarding & Reportings
Pay Per Click & Search Engine Social
Optimizations Agency
E-coupon
coupon
Router
Specialist
Media
SEA
Agency
Cross-
Creative
CRM Media
Agency
Agency
Advertiser
10

11. THE DIGITAL WORLD – CRM
Definition
Manages the company’s interactions with
customers, clients, and sales prospects. Big Data
Specialist
Uses technology to organize, automate, and
synchronize business processes
Social
Agency
E-coupon
coupon
Router
Specialist
Media
SEA
Agency
Cross-
Creative
CRM Media
Agency
Agency
Advertiser
11

12. THE DIGITAL WORLD – ROUTEUR
Definition
ensures the distribution of the emails to
their recipients. Big Data
Specialist
Social
Agency
E-coupon
coupon
Router
Specialist
Media
SEA
Agency
Cross-
Creative
CRM Media
Agency
Agency
Advertiser
12

13. THE DIGITAL WORLD – SOCIAL AGENCY
Definition
Specializes in promotion of brands in the
various social media platforms like blogs, Big Data
social networking sites Specialist
Social Media Marketing
Online Reputation Management Social
Agency
E-coupon
coupon
Router
Specialist
Media
SEA
Agency
Cross-
Creative
CRM Media
Agency
Agency
Advertiser
13

14. THE DIGITAL WORLD – E-COUPONS
Definition
Deals with the normalization, printing &
following of online coupons & vouchers Big Data
Specialist
Social
Agency
E-coupon
coupon
Router
Specialist
Media
SEA
Agency
Cross-
Creative
CRM Media
Agency
Agency
Advertiser
14

15. THE DIGITAL WORLD – BIG DATA
Definition
Deals with the Realtime analysis & forecasting of
behavioral / undeclared data on the Web. Big Data
Specialist
Social
Agency
E-coupon
coupon
Router
Specialist
Media
SEA
Agency
Cross-
Creative
CRM Media
Agency
Agency
Advertiser
15

16. THE DIGITAL WORLD – COMMUNICATION?
Big Data
Specialist
Social
Agency
E-coupon
coupon
Router
Specialist
Media
SEA
Agency
Cross-
Creative
CRM Media
Agency
Agency
Advertiser
16

17. THE DIGITAL WORLD – DO AN AUDIT OF YOUR
PRESENCE
Advertiser Agency Big Data
Specialist
Missing Skills
Social
Agency
E-coupon
coupon
Router
Specialist
Media
SEA
Agency
Cross-
Creative
CRM Media
Agency
Agency
Advertiser
17

18. THE DIGITAL WORLD – COMMUNICATION!
Advertiser Agency Big Data
Specialist
Complementary Partner
Social
(Bisnode ;-) Agency
E-coupon
coupon
Router
Specialist
Media
SEA
Agency
Cross-
Creative
CRM Media
Agency
Agency
Advertiser
18

19. WHAT WE DO
Data Management Solutions
Consultancy Services
Maximise Your Sales
Customer & Prospect View
Campaign
100% Business Management
Be
Relevant
Data
Quality Intelligence
Minimise Your Risk
Identification Credit Value Process
& Qualification Management Optimization
19

20. WHY BISNODE BELGIUM?
We are your
SuperDataMan Technical
Solution provider
+ 35
Legal knowledge
Unique Privacy Years
referentials of experience
Part of the international group
20

21. SO…
How do I optimize
my Digital Campaigns?
21

22. FIRST OF ALL, THE KPIS
…Depends on
What I must
my campaign
measure… objectives Database
Quality
Sent
Brand
Delivered Awareness
Opened Website
Traffic
Clicked
Opted in Hot Leads
Generation
Bought
Direct
Sales
22

23. HOW TO OPTIMIZE MY DIGITAL CAMPAIGNS
(PROSPECTION/FIDELISATION)?
Segmented Approach Testing Approach
The Market uses
2 seducing approachs.
“Every one But aren’t they in opposition?
“Test Mail
is unique” Versions”
“Adapt your “Pick a
message to each Winner
consumer” Version”
“Send a
Personalized “Send It to
version to Everybody”
everyone”
Should I use 1.000 Versions? Should I use 1 Version?
23

24. BISNODE APPROACH: SEGMENTED TESTING
BEST OF BOTH WORLDS
Segmented Approach Bisnode Approach Testing Approch
“Every one “Test Mail “Test Mail
is unique” Versions” Versions”
“Adapt your “Pick a winner “Pick a
message to each for each Winner
consumer” segment” Version”
“Send a “Send for
Personalized “Send It to
each segment
version to Everybody”
everyone” its winner”
Use a Limited number (1-5)
Should I use 1.000 Versions? Should I use 1 Version?
of Versions
24

25. BISNODE APPROACH: TEST SCOPE
• Identify Best Target
Target
group • Attack other groups in a different way
• Find Optimal Date based on Knowledge Base
Launch
date • Collaboration with agency to launch at this moment
• Check Rendering in Different Email Clients
Funnel • Test for Spam
• A/B testing using sociological theory
Subject
line • Choose a winner by segment
• Multivariate Testing, Optimization based on Knowledge Base
Content • Choose a Winner by Segment
• Behavioral targeting
Landing
Page • Optimization to suppress bad behaviors
25

26. BISNODE APPROACH: TARGET OPTIMIZATION
After Analysis of Previous similar Emails of the advertiser, or a Test Segment:
bad good
bad average good
x
Decide what to do for each detailed segment
Discard ?
Young Young Medium Less ?
Change
Change Strategy? Women Men Women Strategy?
The Same Medium Older Older More!
Men Women Men
26

27. BISNODE APPROACH: LAUNCH DATE
OPTIMIZATION
WEEKDAY SELECTION LAUNCH HOUR SELECTION
Based on Analysis of +700 Campaigns Based on Analysis of +700 Campaigns
Segment Best Day Worst Day & Market Best Practices
for Open for Open
Female FR Wednesday Friday
Female NL Sunday Tuesday
+65y FR Thursday Monday
+65y NL Saturday Tuesday
Segment Best Day Worst Day
for Click for Click
Female FR Thursday Thursday
Female NL Monday Thursday
+65y FR Saturday Tuesday
+65y NL Wednesday Thursday
27

28. BISNODE APPROACH FUNNEL OPTIMIZATION
APPROACH:
Spam
Score
Analysis
On Major
Spam
Filters
Subjectline
Preview
On 30+
Email
Clients
Mobile
Rendering
Preview
On Major
Mobile
Devices
Content
Preview
On 30+
Email
Clients
28

29. BISNODE APPROACH: SUBJECTLINE
OPTIMIZATION
“FOR WHICH REASONS ARE WE MAKING A CHOICE?”
A lot of Reasons can explain the Choice. Each Reason can be put in one of these 4 Categories.
“Me, toward
“What’s in it
the Item, as a
for me” Follower”
VALUE SOCIAL+
CHANGE SOCIAL
SOCIAL-
We’ll see that in detail later!
“Me, toward
“I want to
the Item, as
change!” an Influencer”
Deciding to Open an Email is a Choice. So we can create 4 realy different subjectlines
29

30. BISNODE APPROACH: CONTENT OPTIMIZATION
Based on Analysis of +700 Campaigns, Market Best Practices
and Ergonomics Experts recommendations
1 Call-to-action Generated
Clicks
1- Brand Logo 85 Good Click Rate on Logo
2- Order Brochure 15 Too Few clicks on buttons
Engagement too big
3- Book Testdrive 12 Add a 3rd button ‘More Info’
4- Subscribe to 3 Too Few clicks
Newsletter Bad positioning
Move to 1st third
Total 115 Overall Too Few clicks
2 3 Too much information
No need to click
Make a shorter email
4
30
Source: Hubspot

31. BISNODE APPROACH: LANDING PAGE
OPTIMIZATION
Based on Analysis of +700 Campaigns, Market Best Practices,
Ergonomics Experts recommendations
And Complete Study of the Conversion Funnel
Sent Optimisation of Conversion
Click-Through Rate
In the flow if Bisnode builds
Delivered the Landing Page.
Needs Cooperation with
Opened Advertiser/Agency if Landing
Page outside Bisnode
Environment.
Clicked
KEY FOR COMPLETE VIEW!
Converted
Allows Remarketing Actions
Full knowledge on the Campaign
31

32. POWERFUL ANALYTICS
32

33. NEWSLETTER OPTIMIZATION
Bounces
Objectives:
The click rate of our weekly newsletter is dropping. We would like IAB 3,45%
to reverse this trend and reach the IAB Benchmark for
newsletters.
Wave 1 17,21%
Wave 2 4,80%
Methodology:
Wave 3 0,30%
• Optimization of the e-mail template (Incl. test on 30+ e-mail
clients)
• 3 waves scheduled for the period February/March 2012
Opened
• Optimization of subject lines (testing on social dimensions) IAB 21,90%
• Labeling of content to track interactivity and register Wave 1 19,24%
recipients behavior / interests
Wave 2 21,70%
• Reporting on key performance indicators, including socio-
demographic and behavioral analytics Wave 3 20,50%
Results
• Reduced bounce rate to below 1%
Clicked +20%
? •
•
•
•
•
Open rate slightly increased
Click rate above IAB benchmark
Population reduced from 107k to 89k
Delivered messages stayed at 88k
Clicks increased from 5.1k to 6.2k
IAB
Wave 1
Wave 2
6,00%
5,81%
6,80%
Wave 3 7,00%
CASE
33

34. CONCLUSION
• Choose your KPI’s wisely
• The more Data, the more Insights
• Test, Test & Test again
• Log your test results and learn from them
• Don’t focus only on the Good Results
• Try to Lift Bad Results (Non-events)
• Aim for long term results
• Use your USP, or those of your partners
#dworkshop
@BisnodeBelgium
34

35. Florent Diverchy
fdi@bisnode.be
#dworkshop
@BisnodeBelgium
35
QUESTIONS

36. BREAK – SEE YOU AT 10:45
#dworkshop
@BisnodeBelgium
36

37. A/B TESTING AS A SOCIAL
CHOICE
Subject Line Optimization
#dworkshop
@BisnodeBelgium
37

38. A/B TESTING
Target Population
• 2 variations of subject lines
• 2 similar test groups from Test Group 2
Email Version 2
target population
• Each population receives
Test Group 1
a different subject line Email Version A
• Subject line version with
higher open/conversion rate
will be used WINNER
Test Group 1 Test Group 2
Open Rate 40% 20%
Conversion Rate 8% 3%
38

39. CREATION OF EMAIL
Marketing Idea
Email Content
? Subject line first draft
Best
practices
Subject line final
39

40. LIMITATIONS
• No cookbook to create effective subjectlines
Only best practices
• Put important words/brands at the beginning
Permesso has something to offer you…
A Special Offer From Permesso…
• Use personal words / name / firstname
Evelien, Permesso has something to offer you…
Permesso has something to offer you…
• Keep subject line short, give an incentive to open the email, surprise people, …
40

41. LIMITATIONS (2)
• Specialists don’t bring a lot new
• Versions A & B are often almost the same
Not doing A/B testing, but A/A’ testing
If the first draft is not adapted, often both versions
FAIL
41

42. CONSEQUENCES
• We often have poor winners of our A/B testing:
• Version A: 12,78% Open
• Version B: 13,17% Open  the Winner !!! o/
• This low open rate leads to low click rate
• Campaign is a disappointment for the client
• Client can’t be sure of the added value of the test
42

43. IDEAL SITUATION
• True winners of our A/B testing:
• Version A: 12% Open
• Version B: 18% Open  the true winner !!! o/
• The increased open rate leads to higher click rate
• Campaign is a success
• Client sees your added value
43

44. SUBJECTLINES PROCESS : A SOLUTION ?
• Scientific Research From Yahoo and Microsoft Research
UNDERSTANDING FASHION
CYCLES
AS A SOCIAL CHOICE
Rina Panigrahy Anish Das Sarma Sreenivas Li Zhang
44

45. BRAINSTORM
• Study answers the following question:
‘’ FOR WHICH REASONS ARE WE MAKING A CHOICE ? ’’
Let’s have a look at the ‘’Restaurant Choice Problem’’…
‘You’re at work.
At lunch time you’re going to eat to a
restaurant you chose.
WHY did you choose this
restaurant?’
(30 secondes brainstorming
starting… Now!)
45

46. RESTAURANT: ELEMENTS OF CHOICE
Quick Service
Good Quality for the Price
Delicious
Cheap ‘’i want to eat Italian’’
Not far from work
Nice Place ‘’My Colleagues are NOT going there !’’
Terrasse
Recommended Online
‘’à la mode’’
‘’All my colleagues are going there’’
‘’This is MY special place’’
‘’Never a cat there’’
‘’This is the place to be’’
It’s not famous yet
Frequented by celebrities
Fed Up with my usual choice I want to change !
Long Time Not been There
46

47. RESTAURANT: ELEMENTS OF CHOICE
Quick Service
Good Quality for the Price
Delicious
Cheap ‘’i want to eat Italian’’
Not far from work VALUE
Nice Place ‘’My Colleagues are NOT going there !’’
Terrasse
Recommended Online
‘’à la mode’’
‘’All my colleagues are going there’’
SOCIAL -
‘’This is MY special place’’
‘’Never a cat there’’
SOCIAL + ‘’This is the place to be’’
It’s not famous yet
Frequented by celebrities
Fed Up with my usual choice I want to change !
Long Time Not been There
CHANGE
47

48. BRAINSTORM: CONCLUSION
• Many reasons can explain the choice
• Each reason can be put in one categorie
VALUE CHANGE
SOCIAL + SOCIAL -
48

49. VALUE
• « What’s in it for me »
• Features of the item
• Innate utility
The utility of an item captures the innate
value the item provides to an individual.
• Some examples for our restaurant:
Price, Quality, Type of food, Speed of
service…
49

50. SOCIAL +
• Me, towards the item, as a
follower
• Positive social influence
• Our valuation of an item can
change significantly by the
valuation of others
• If many people around us like
something we may start liking it
• Exemple for our restaurant
• Recommended online, celebrity
place, colleagues...
50

51. SOCIAL -
• Me, toward the item, as an influencer
• Negative social influence
Our own valuation depends significantly
on valuation of others
Here, we may consciously want to differ
from other people around us
• Exemple dor our restaurant
Not famous yet, not trending place
51

52. CHANGE
• «I want to change! »
• Individual boredom
If we use an item for too long, we get
bored of it, and our appreciation for it
goes down.
• Exemple For our restaurant
• Long Time not been, Fed up with usual
choice
52

53. 1 CHOICE = 4 ANGLES OF ATTACK
VALUE CHANGE
CHOICE
SOCIAL + SOCIAL -
53

54. BUT…
Opening an Email is also
A CHOICE
So…
54

55. 1 EMAIL = 4 ANGLES OF ATTACK!
• 1 email = 4 different subject lines
VALUE CHANGE
EMAIL
SOCIAL + SOCIAL -
55

56. SO WHAT’S IN IT FOR YOU:
7 steps to optimize an email campaign
56

57. STEP 1: ALWAYS USE THE 4 ANGLES
TO CREATE 4 SUBJECT LINES
VALUE the features of the Item
SOCIAL + the item as a way to be part of a Group
SOCIAL - the item as a way of being different
CHANGE the item as a way to get rid of boredom
57

58. STEP 1: EXAMPLE CITROËNDS5
VALUE Citroën DS5 Hybrid4: Sensations
Energisantes et Consommation Maîtrisée
SOCIAL + (No Social + Subject Line for this campaign)
SOCIAL - Différenciez-vous avec la Citroën DS5 Hybdrid4
CHANGE Changez d’époque avec la Citroën DS5 Hybrid4
58

59. STEP 1: EXAMPLE LIBELLE NEWSLETTER
VALUE Ontdek ons carnavalsdossier en download gratis
maskertjes!
SOCIAL + Libelle.be bezorgt jou een ontspannende
krokusvakantie!
SOCIAL - Wees de eerste om ons carnavalsdossier te
ontdekken!
CHANGE Krokusvakantie in musea...het is eens iets anders!
59

60. STEP 2: DO AN A/B/C/D TESTING AND
GET YOUR WINNER
• Always include advertiser subject line as reference
segment
• Use segments of the same size
• Compose the segments with similar populations
• Send your segments at the same time
• Test both languages !
60

61. STEP 3: ANALYZE RESULTS AND CREATE
KNOWLEDGE BASE
• Keep track of past campaigns
• For which client? Create
• In which domain? Reports
• What kind of campaign was it?
• For which event?
• How was composed the audience?
• When was it launched?
• Which angle of attack won?
•…
61

62. STEP 4: LEARN FROM YOUR CAMPAIGNS
• Use the knowledge base to plan future
campaigns
• What worked in the past:
- For this type of clients Analyze
- For this audience
- For this Kind of event
• Depending on the event, can we deduce an angle
of attack e.g.:
-Valentine’s Day: Social –
-Summer holiday: Change
62

63. STEP 5: LOG CHOICE TRIGGERS BY
INDIVIDUAL
• Keep an individual Angle of Attack history to use it for future
campaigns
• Results for 1 individual that participated in 5 different campaigns
Campaign Angle of Attack Result
A CHANGE OPEN
B SOCIAL - NOT OPEN
C CHANGE NOT OPEN
D CHANGE OPEN
E VALUE NOT OPEN
New campaign: use ‘change’ subject line
63

64. STEP 6: LOG CHOICE TRIGGER BY SEGMENT
• Keep a Population Angle of Attack history.
Many more…
Open Rate
Language Gender Age Band Social Class (…) Value Social + Social - Change
FR Male 18-25 1-2 (…) 31% 25% 19% 18%
FR Male 18-25 3-4 (…) 29% 27% 12% 20%
FR Female 18-25 1-2 (…) 27% 33% 40% 44%
NL Male 18-25 1-2 (…) 23% 12% 12% 18%
NL Female 18-25 1-2 (…) 30% 31% 31% 36%
• Use the information to plan future similar campaigns
A new campaign?
Change for the girls, Value for the boys !
64

65. STEP 7: GO REALTIME !
• What about a Dynamic Angle of Attack Testing ?
- Launch your emails
- Measure Realtime the Population Choice
Triggers
- Adapt Realtime the Populations of the
Segments
The ultimate solution for A/B Testing !
65

66. SOCIAL CRM
21/03/2013
Carpe DM - BDMA
#dworkshop
@BisnodeBelgium
66

67. SOCIAL MEDIA
Listen Plan Engage Analyze
& Learn & Create & Collaborate & Optimize
67

68. CRM
Customer & Prospect View
Campaign
100% Be
Data
Business Management
Relevant
Quality Intelligence
“1 to 1 marketing is about making direct contact with your potential customers on a
relevant moment with a relevant product/service in a relevant place”
Wouter, Online Marketing, Insurances
68

69. CONNECT THE DOTS
69

71. EXAMPLE OF WHAT’S IN PERMESSO
Basic Information Declared lifestyle information
71

72. PERMESSO E-MAIL CAMPAIGN
From: Permesso
Subjectline: Waar wonen de Arnauts’en in België?
Où sont les Arnauts’ de Belgique?
Launch date: Monday 25/02/2013
72

73. PERMESSO APPLICATION
73

74. ASK AUTHORIZATIONS
74

75. GIVE SOMETHING FUN
75

76. 390.935 95%
e-mails sent delivered
372.410 e-mails delivered
36%
29% unique clicks
on opened 10%
opened 38.811 unique clicks
unique clicks
106.905 e-mails opened (unique) on delivered
76

77. 10% UNIQUE CLICKS ON DELIVERED
38.811 unique clicks 26.839 clicked through
to authorisation request
50% or 13.383 accepted request
Additional traffic via shares 96% accepted all = 12.816 facebook ID’s
4% accepted only basic info (no e-mail & no likes)
78

78. PROFILE OF THE APP USERS
Additional Bisnode profiling data available
79

79. 12.816 ID’s
1.165.247 likes
80

80. WHAT’S A « LIKE »?
Page id
Date of like
Category of like
81

81. WHAT DID WE COLLECT?
Partnership/customer opportunities
82

82. WHAT DID WE COLLECT?
Sponsoring/media/competition opportunities
& additional profiling/selection criteria !
83

83. WE WENT FROM …
Basic Information Declared lifestyle information
84

84. … TO AN EXTENDED PROFILE
Picture :
Facebook ID : 1021384046
Language : NL (confirmed)
Facebook e-mail address : philippearnauts@yahoo.be (in 70% of cases Permesso e-mail was = Facebook e-mail)
Cookie (if you’d want to …)
Likes (& moment of like) :
85

85. NO APP? USE AN E-COUPON!
1. Consumer is presented an E-Coupon
offer.
2. Instead of filling a form, he uses
Facebook Login.
3. This allows prefilling the Form.
4. It also makes a link between the
Facebook Profile and an Email
Address.
5. This allows Profile Matching between
Facebook and your CRM.
6. It activates your Facebook Fans and
allows you to segment them on their
likes,
• Form Pre-Fill
• Link between Facebook Profile and CRM
• Facebook Fans Activation
• Clients and Prospects Qualification
86

86. INCENTIVIZE IDENTIFICATION
Language: NL FR ENG
Easy login Gender: M F
First name: Philippe
Name: Arnauts
Street:
Number:
Box:
Postal Code:
City:
E-mail: Mind the @facebook.com!
Birth date: dd/mm/yyyy
Autocomplete Yes, I would like to receive
Facebook_id
information about company X via e-mail
First_name Submit
Last_name Read our privacy policy
Gender
Locale
Ask an opt-in & link to your privacy policy!
Picture
Timezone
87

87. OPTIMIZE DATA CAPTURING
Language: NL FR ENG Optimise form with a quickfill feature if you’d like an address
Gender: M F
First name: Philippe
Name: Arnauts
Postal Code & City:
Street & Number
Box:
E-mail:
Birth date: dd/mm/yyyy
Yes, I would like to receive Yes … a postal address …
information about company X via e-mail if you want to send an invoice or
Submit
want your product to be delivered
Read our privacy policy
you will need it !
88

88. CHECK ACCURACY & EXISTENCE
Versus reference population
Language: NL FR ENG
83.000.000 fake profiles (8,7% don’t exist)*
Gender: M F 2,4% non human (even pets are on Facebook)
1,5% spam pages
First name: Philippe Google “wrong birth date in Facebook”
4,8% doubles
Name: Arnauts
Postal Code & City: 1000 Brussel
Street & Number Wetstraat 16
Box: real-time batch
E-mail: philippearnauts@facebook.com
Versus your own CRM system
Birth date: dd/mm/yyyy Same/different e-mail address
Additional contact points
Yes, I would like to receive
…
information about company X via e-mail
Read our privacy policy Submit
* Source : Facebook press release; http://www.standaard.be/artikel/detail.aspx?artikelid=DMF20120802_00245119, 03/08/2012
89

89. THESE MEASURES WILL
Increase encoding speed
Decrease form abandon
Facilitate CRM integration
Increase data correctness
90

90. CREATE A SINGLE CUSTOMER/PROSPECT VIEW
Offline address E-mail address
Delivery address Social ID
Phone number Cookie, mobile, …
91

91. BUSINESS INTELLIGENCE
Transform your data
into actionable insights
“Collecting data is only the beginning, then
someone needs to make sense of it”
Erik, Marketing Director, Publishing
92

92. CAMPAIGN MANAGEMENT
Be
Relevant
Get the most out of your
cross-channel
digital direct marketing
campaigns
94

93. PHILIPPE ARNAUTS
philippe.arnauts@bisnode.be
+32 2 555 97 83
@philippearnauts
linkedin.com/in/philippearnauts
#dworkshop
@BisnodeBelgium
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