1.
A 20 MINUTE
SALES PITCH
TO GET YOU
TO LOVE DATA
By: Grigorios Sklavounos
Head of Consulting OgilvyOne Vietnam

2.
HOW SHOULD I USE DATA?
WHO SHOULD I TALK TO?
WHAT SHOULD I TALK ABOUT?
HOW MUCH SHOULD I SPEND?
HOW DO I MEASURE WHAT WORKS?
TESTING AND OPTIMISING.

3.
FIRST, INTRODUCTIONS
Direct &
Loyalty
Media
Digital
Advertising
Customer
Engagement
1998
2002
Direct &
Loyalty
2003 2007
2011
2012

4.
EVERYONE AGREES ON THE IMPORTANCE OF DATA YET ONLY 8%
OF COMPANIES ALREADY HAVE A COMPREHENSIVE DATA STRATEGY
Source: Adobe data maturity report

5.
82% OF CMOS FEEL UNPREPARED TO DEAL
WITH THE DATA EXPLOSION
39% ADMIT THEY CANNOT TURN
THE DATA THEY HAVE INTO ACTIONABLE
INSIGHT.
Source: Ogilvy CMO Research

6.
HOW SHOULD I USE DATA?

7.
- Media will tell you data is about improving targeting
- Advertising will tell you data is about unearthing consumer insights
- CRM will tell you that data is about maximising the customer lifecycle
- Social media will tell you data is about improving engagement
- Uber will tell you data is about improving the user experience
HOW SHOULD I USE DATA?
DATA IS ABOUT ALL THESE THINGS AND MORE

8.
IT IS ABOUT IDENTIFYING CUSTOMER
BEHAVIOUR TO FIND BUYING PATTERNS
HOW THEY BUY
HOW THEY CLICK
HOW THEY SHARE

9.
Attributes
Transactions
Demo -
graphics
Character -
istics
Needs
Desires
Preferences Opinions
Social
engagement
Web- click
streams
Call-center
notes
E-mail
Chat
Orders
Payment
History
Usage
History
Purchase
stage
Interaction
Data
Transaction
Data
Data drives customer understanding
Demographic
Data
Behavioural
Data
Direct
Mail
In-store
POS
Kiosks
Website
Search
Online
advertising
Mobile
E-mails
SMS/
MMS
Social
Media
Customer
service
Events

10.
10
START BY DEFINING A SINGLE TASK
AND THINK HOW YOU WILL USE DATA
TO DELIVER RESULTS

11.
WHO SHOULD I TALK TO?

12.
- THE GREATER THE EMOTIONAL LOYALTY, THE GREATER THE
VALUE OF A CUSTOMER
- BONDING IS A KEY DRIVER OF BRAND RELATIONSHIPS
- BONDING IS THE ONLY LEVEL OF EMOTIONAL LOYALTY THAT
SIGNIFICANTLY REDUCES ATTRITION OR INCREASES RETENTION
- NOT SURPRISINGLY BONDING IS EXTREMELY DIFFICULT TO
ACHIEVE
- ALL BONDED CUSTOMERS ARE NOT CREATED EQUAL
5 UNIVERSAL TRUTHS

13.
BONDED CUSTOMERS
ARE WORTH 20 TIMES MORE
THAN THE AVERAGE CUSTOMER
THAT IS WHY PRIORITISING
WHO TO TALK TO IS CRUCIAL

14.
H i g h L o y a l t y
L o w L o y a l t y
H i g h
V a l u e
L o w
V a l u e
1 0 %
6 0 %
1 0 %
2 0 %
THE VALUE SPECTRUM

15.
RALPH LAUREN CASE STUDY

16.
RALPH LAUREN CASE STUDY

17.
WHAT SHOULD I TALK ABOUT?

18.
UNDERSTAND THEIR JOURNEY AND
TAILOR YOUR MESSAGING

19.
LISTEN & LEARN
COCA-COLA VIETNAM CASE STUDY

20.
20

21.
HOW MUCH SHOULD I SPEND?

22.
THE SPEND GET CURVE
AWARENESS
SPEND
A TYPICAL RESPONSE CURVE FOR BRAND AWARENESS
SATURATION POINT

23.
ECONOMETRIC MODELS
Sales = b1 x supply + b2 x distribution + b3 x price
+ b4 x marketing + b5 (the unknown)
THE TRICK IS ON HOW YOU CALCULATE THE B’S!

24.
THE MARKETING FUNNEL
AWARENESS
CONSIDERATION
PURCHASE
LOYALTY
TYPICAL GET SPEND CURVES

25.
HOW DO I MEASURE WHAT WORKS?

26.
FOCUS ON WHAT YOU SHOULD MEASURE
NOT WHAT YOU CAN MEASURE

27.
INPUTS - MONEY SPEND
OUTPUTS - METRICS (EX: CLICK THROUGHS,
IMPRESSIONS, LIKES ETC)
OUTCOMES - BRAND (AWARENESS, CONSIDERATION,
PURCHASE, LOYALTY)
INPUTS - OUTPUTS - OUTCOMES MODEL

28.
UNDERSTAND THE METRICS
I HAVE A 6% ENGAGEMENT RATE BUT
FACEBOOK TELLS ME THE AVERAGE IS
1O% ENGAGEMENT RATE

29.
TESTING AND OPTIMISING

30.
TESTING AND OPTIMISING IN THE DIGITAL WORLD
KFC AUSTRALIA CASE