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- 1. Data protection 2013 Friday 8 February #dmadata Supported by DMA–IDM Scotland Conference: The new one-to-one future Wednesday 12 June 2013 #dmascotland Sponsored By Partner
- 2. 1.30pm Registration and Refreshments 2.00pm Welcome from the Chair Rebecca Heaney, Managing Director, Rapp Edinburgh 2.10pm The future of cross-channel target marketing Colin Grieves, Director of Propositions and Strategy, Experian Marketing Services 2.30pm Mobile Visual Discovery…bridging the void between print and digital channels for engagement, interaction, conversion and sale! Sam Grimley, Managing Director, Blippar 3.00pm Break 3.20pm Telling Stories Emil Fortune, Digital Editor, Random House 3.50pm Business Re-Imagined David Coplin, Chief Envisioning Officer, Microsoft 4.30pm Panel Discussion 5.00pm Closing Comments from the Chair Rebecca Heaney, Managing Director, Rapp Edinburgh 5.10pm Networking Drinks and Canapés 7.00pm Close Agenda
- 3. Welcome from the ChairRebecca Heaney, Managing Director, Rapp Edinburgh
- 4. The future of cross- channel target marketing Colin Grieves, Director of Propositions and Strategy, Experian Marketing Services
- 5. ©2013 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited. Other products and company names mentioned may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without prior written permission of Experian Limited. Experian Public. New data and new channels – delivering the 121 marketing future Colin Grieves DMA-IDM Scotland Event 12 June 2013
- 6. 6©2013 Experian Limited. All rights reserved. Experian Public. Omni-channel – Just another industry buzzword? Join the conversation @ExperianMktgUK #dmascotland
- 7. 7©2013 Experian Limited. All rights reserved. Experian Public. Meet the ultra-connected customer The biggest change we see underway is the amazingly rapid increase in the number of people who access the internet multiple times a day, from multiple locations, with at least three devices. They’re ultra-connected and always addressable. By the end of 2013, we predict that almost half of online adults globally will join this revolution. Join the conversation @ExperianMktgUK #dmascotland
- 8. 8©2013 Experian Limited. All rights reserved. Experian Public. The data that our always on consumer is generating Sales data, basket analysis, product purchases, usage, payment behaviours Search, sites used, email clicks, content viewed Lifestyle, life stage, age, gender, household income Locations, movement, usage, engagement Transactions Behavioural Demographics Mobile & media Join the conversation @ExperianMktgUK #dmascotland
- 9. 9©2013 Experian Limited. All rights reserved. Experian Public. Linking data Join the conversation @ExperianMktgUK #dmascotland
- 10. 10©2013 Experian Limited. All rights reserved. Experian Public. Using new data in the marketing cycle Join the conversation @ExperianMktgUK #dmascotland
- 11. 11©2013 Experian Limited. All rights reserved. Experian Public. Technology the enabler Join the conversation @ExperianMktgUK #dmascotland
- 12. 12©2013 Experian Limited. All rights reserved. Experian Public. Big Bang – targeted channels increasing all the time Join the conversation @ExperianMktgUK #dmascotland
- 13. 13©2013 Experian Limited. All rights reserved. Experian Public. Big Bang – adding TV & VOD What’s next? Join the conversation @ExperianMktgUK #dmascotland
- 14. 14©2013 Experian Limited. All rights reserved. Experian Public. Is anyone making it happen today? Join the conversation @ExperianMktgUK #dmascotland RETAIL BRAND SAFE DATA PARTNER MEASUREMENT THROUGH SPEND AND ONLINE ANALYSIS Data matched to users/ subscribers of selected media channels. Media plan built with ad agency Client data segmented and passed to data matching partner Targeted ad’s served to consumers across channels Consumers see messages through combination of channels. And shop
- 15. 15©2013 Experian Limited. All rights reserved. Experian Public. Things to leave you with Join the conversation @ExperianMktgUK #dmascotland There are new data innovations that can make a difference to your business today Finally – none of us should forget the consumer in this New data is becoming available and linked to create insight Real ‘joined up’ cross channel marketing is doable The range of channels open to communicate in a targeted way with consumers is greater than ever There are new data innovations that can make a difference to your business today •New data is becoming available and linked to create insight •Real ‘joined up’ cross channel marketing is doable •The range of channels open to communicate in a targeted way with consumers is greater than ever
- 16. 16©2013 Experian Limited. All rights reserved. Experian Public. Join the conversation @ExperianMktgUK #dmascotland Finally – none of us should forget the consumer in this •Data owners and users must not abuse the potential •Compliance is critical •Transparency will be the watch word as we progress How we act is key
- 17. 17©2013 Experian Limited. All rights reserved. Experian Public. Thank you Join the conversation @ExperianMktgUK #dmascotland Join the conversation: @ExperianMktgUK #dmascotland Pick up: The Smarter Marketer’s Guide
- 18. © 2013 Experian Limited. All rights reserved.
- 19. Mobile Visual Discovery…bridging the void between print and digital channels for engagement, interaction, conversion and sale! Sam Grimley, Blippar
- 20. Updated January 2012 Blippar The power to unlock the physical world around us for interactivity and engagement uk.linkedin.com/in/samgrimley/ @sa5g
- 21. Instantly unlock the static world Press pages, printed ads, flyers, product packages, billboards, catalogues, buildings, merchandise and more… Turn it into spontaneous mobile content experience Watch a video, listen to music, download a user guide, connect on facebook, buy now, get a voucher, play games, enter a competition… Convert with meaningful results High dwell time, enhanced brand engagement, m-commerce… What blippar can do… Buy now
- 22. Blipp to… Every experience shareable via social networks Watch video Virtually Try-On Learn More (links, recipes, etc) Find Nearest StorePose with Celeb Enter Sweepstake RevealRedeem Coupon Vote Play Game Enter 3-D world And your ideas here! Buy Now
- 23. Thank you @sa5g uk.linkedin.com/in/samgrimley/ 07841 521 796 sam.grimley@blippar.com
- 24. Break
- 25. Telling Stories Emil Fortune, Digital Editor, Random House
- 26. Business Re- Imagined David Coplin, Chief Envisioning Officer, Microsoft
- 27. Panel Discussion
- 28. Closing comments from the Chair Rebecca Heaney, Managing Director, Rapp Edinburgh
- 30. DMA Awards What difference have you made? The 2013 DMA Awards will open for entries on 4 July and close on 6 September. For more information email amelia.bingham@dma.org.uk or phone 020 7291 3353 Visit www.dmaawards.org.uk to see a list of categories.
Notas del editor
- Our industry hasn ’ t always been the sexiest place to find interesting buzzwords…. But we ’ re almost awash with them now. We ’ re not just the place where people look to for a view on what big data is and how it will help us but we ’ re also the Omni-channel custodians. E-consultancy don ’ t like the phrase…but it ’ s what is happening, it ’ s what consumers do as we ’ ll see and given that we need to understand whether its something our businesses can capitalise on and if so, how do we do it and where is it happening. So this session is just about setting out what is going on, what to look out for and as much as anything to get you thinking about where you can go next with your cross channel (omni channel) ambitions.
- So… lets be clear whether E-consultancy like it or not the consumer is omni channel. You know we are because you are. Looking around the room and the main age profile and demographic I ’ d say plenty of you are sat with you phone, tablet (or phablet) with you whilst watching TV, plenty of you will be of course working on he laptop in front of the tv, the mobile is the first thing you ’ ll check in the morning after going to the loo, you ’ re shopping on line and even if you are out and about at the shops the phone won ’ t be far away from you. And of course all that time you are consuming content and being served messages – or critically have the potential to be served appropriate messages. BTW…and you know this of course you are also generating data. Data that can or could be used to help you as a consumer but also help you as a business target and measure more effectively. So we ’ re in no doubt that he consumer is always on.
- So lets just spend a minute thinking about And what type of data are we creating today. Some of it has been around for years ofcourse (transactions, demographics for ever), behaviours however that is described for some time too and now things like mobile data that in theory can understand where you are, what you do with your phone and the media you consume. It ’ s not new… but what has changed and what is key is the ability to link this data is what is exciting. It is not risk free and it is crucial we as an industry we think about what we are doing and capable of doing here ot make it work
- The ability to link the data from multiple places is now happening. And it is the existence of digital linkage keys (phones and emails primarily) that is helping to create those links to create the 360 view of the consumer. So we could link your transactions to your viewing habits to your current or future location. Or more importantly we could do this in an anonimised aggregated and safe way.
- A quick so what…. So we have more data, we can see what consumers are doing more deeply, more dynamically and more colourfully than ever before. So what? Well….lets re vist the old marketing lifecycle actvity. We understand more so we have insight, so we can plan, we can target, we can deploy and we can measure more effectively. Which generates more insight…. And so we go again. But just because we could just mean we must.
- OK. So we ’ ve talked about the data and we ’ ve talked about the consumer. Lets talk about the channels. And all of this is possible because of the channels and their ability to serve messages dynamically and in a targeted way that this is possible and plausible. You ’ ve got to have execution capability. And I ’ ll talk about why I think we are now entering the newest of eras because of the steps forward being made in one channel in particular..
- Quick reprise – We ’ re all from DM world probably and we ’ ve done these channels and learnt our craft. More recently online and mobile channels. But the one we still all love TV was a problem.
- Now you can - Sky, Ch4 most notable but others will follow. And the ability to target across all channels using the same data now exists. It ’ s real. Sky
- Ok – so is it really, real? So this is a live example of a project as of today. Never been done before but it points to our future. Retail brand wants to target customers across channels and in different combinations to measure channel efficacy. Think about that target customers not prospects or people generally and properly test channel combinations. How… simple really. Data is segmented into customer groups handed off to a matching partner who link the data to channels. Ad ’ s deployed when selected consumers visits sites or view programing. Purchases are measured back end to understand efficacy of targeting…. And then channel contribution. This last bit is hard…and it could be scary for media owners. But it is happening.