Guest college at the Antwerp Management School - summary of slides, not complete deck!

3. Dear Marketer
BRING THE
LOVE BACK
Marketing

4. DATA

5. Omni
channel

6. Thomas Cook Belgium
TEDx Flanders
Social Marketing Forum
20 years experience
Consultant
Innovation & Marketing Projects
®Evolution
Founder
HANS SMELLINCKX
Omni-channel Marketing Social Media
E-mail Marketing
CRM
Digital Marketing
Mobile Marketing
Blogger
Metrics, KPI’s & dashboarding
Branding & Reach
Twitter.com/hanssmellinckx

7. Some of My References

8. Brands need to engage

9. Once upon a time

10. Passion
Socially
embedded
Shop
owner
Human
Expert

12. Including:
• a TOM study aka
“proof that you did
a good job”
• the same shit as
last year
• Kotler based

14. Surprise
Stand out

15. What’s your
Happiness index?

16. Detect change!

17. DATA

18. 20 – 25 year old
Female
Student
Single
University student
No children
Lower social class

19. ENIAC
Electronic Numerical Integrator And Computer

20. DATA
DATA WAREHOUSE
BIG
CRM
BI

22. ROADMAP

23. 75%
Of seniors say their company is
“data driven”

24. 65%
(Big) Data not part of the strategy

25. 56%
Organisational silo biggest barrier

26. Challenges

27. Organisation
silos

28. Technical debate

29. People
skills
Tools
technology

30. Nobody
understands

31. “Simply possessing stores of data does not
automatically distribute your marketing spend
into the right channels and generate an
impressive ROI”
Jon Baron – CEO Tagman

32. 1
CONNECT

33. Perfection
Does not exist

34. TIME

35. 2
SEGMENTATION

36. Socio demo

37. Socio demo
employment
Maritial status
gender
age
education
Social class

38. Simple
Filter

39. COMPLEXITY
Degree of ROI
Real-time (social/mobile)
Behaviour criteria
Behaviour criteria
Lifestyle criteria
(Buying) history
Socio demo
Excel
access
TIME
SAP
Oracle / IBM

40. Confirmed behaviour
Unknown future behaviour

41. Visualise it!
http://projects.nytimes.com/census/2010/explorer

42. Visualise it!

44. We need
Mad men
Mad scientists

45. HANS SMELLINCKX
30 something omni-channel marketer
Contact me!
www.twitter.com/hanssmellinckx