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Research Inspiration Run

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BAQMaR
BAQMaR

The document summarizes key points from presentations given at the Research Inspiration Run 2010 event. Speakers discussed topics like how data mining models can be improved by incorporating macroeconomic factors; the need for holistic analytical solutions instead of siloed applications; how market research needs to change to keep up with the future, such as becoming more experiential; and how marketers must adapt to new generations of digital native consumers and the changing media landscape.

1 of 125
Research Inspiration Run 2010 ‘ Back to the Future… of Marketing & Research’ Powered by: May 4th 2010
 
Research X.0
Research Inspiration Run 2010
 
 
 
 
#run WiFi Area42 Username: nwx7421 Password: 7szS4Vgz
Jo Caudron - Dear Media Bart Baesens - K.U. Leuven Timothy Desmet – Profacts Benoit Vancauwenberghe & Steffen Vander Mynsbrugge – 6+1 Joke Van Der Heyden – Sara Lee Coffee & Tea Belgium Research Inspiration Run – Take 1
Jo Caudron Dear Media "The Decade of Relevance Marketing”
Bart Baesens K.U. Leuven “ Data Mining 2.0: Yes, we can!”
Prof. dr. Bart Baesens Department of Decision Sciences and Information Management K.U.Leuven (Belgium) Vlerick Leuven Ghent Management School (Belgium) School of Management University of Southampton (United Kingdom) [email_address] Twitter: DataMiningApps Facebook: Data Mining with Bart Website: DataMiningApps.com
Recap: Data mining process model Source Data Customer Analytics Application Preprocessed Data Transformed Data Patterns Data Mining Mart Dumps of operational data  t Understanding what data is needed for the application Data Cleaning Interpretation and Evaluation Data Transformation Data Mining Data Selection
Preprocessing: Key attention points SIMPLE ANALYTIC MODELS TYPICALLY PERFORM WELL, SO BIGGEST PERFORMANCE INCREASE COMES FROM THE DATA! Performance increase * More Complex models *Data quality
Data Mining Model requirements DATA MINING MODELS SHOULD DO MORE THAN ONLY PERFORM WELL IN STATISTICAL SENSE! ?
Impact of Macro Economy BRING THE MACRO-ECONOMY INTO THE DATA MINING MODEL ! More accurate and comprehensible models
Summarising: Model architecture Data Mining Model Scorecard Internal/External Data Expert Input Dynamic macro-economic models Data Discrimination Calibration
Post processing: Backtesting Need for data mining model monitoring approaches and remedial action plans
Network based analytics The IID assumption no longer holds! ?
New applications No silo based marketing analytical applications, but enterprise wide analytical intelligence solutions needed Marketing Sales Accounting CRM Marketing Sales CRM Accounting
Key lessons learnt Simple analytic models typically perform well, so biggest performance increase comes from the data! Data mining models should do more than only perform well in statistical sense! Bring the macro-economy into the model Need for data mining model monitoring approaches and remedial action plans The IID assumption no longer holds! No silo based marketing analytic applications, but create enterprise wide analytic intelligence solutions
Timothy Desmet Profacts “ Get inspired by the future of market research”
<2010
2010
2015
2020
2025
2030
2035
2040
2045
2050
Benoît Vancauwenberghe & Steffen Vander Mynsbrugge Six plus one &quot;Sparking a new client-centric advertising generation&quot;
Forget advertising
Generations
 
 
 
A brand new agency
Win-Win
Agency becomes Client
 
+
Joke Van der Heyden Sara Lee Coffe & Tea Belgium “ Experience the aroma”
Experience… the aroma
From product management to brand experience
Promo 360° Brand experience Time Focus marketing How to move your focus from promo to a real experience 1 key message in all channels Tell me, I forget Show me, I remember Involve me, I understand
Consumer is at the driving wheel
Memorable message through the clutter Real interactivity To try & before they buy Adopt your brand Creative idea/message Finding the right touch points of the consumer Personal touch Dialogue All 5 senses Loyalty building Word of mouth Experience is… Consumer centric
Experience is… make the brand essence alive 2008 2010 2009 Activation: Anniversary 180yrs Discover the secret behind Jacqmotte’s aroma Promo 360° Brand experience 360° activation Aroma Creations The aroma of Jacqmotte inspires… 9 Belgian Designers Brand Experience Aroma Creations The aroma of Jacqmotte inspires… 30 top ladychefs & consumers SENSE FEEL THINK ACT RELATE AromaCreations 9 Belgian designers inspired by the aroma of Jacqmotte TVC + TAG PRESS INTERNET OUTDOOR SAMPLING INSTORE CONSUMER PROMO EXPOSITION 9 UNIQUE PIECES
Start experie(n)menting now…
1 2 3
Back to the future… Should research change now?
Have you experienced the difference?
Nicole Berx - The House of Marketing Dirk Milbou - WDM Belgium Gerd Callewaert - Synovate Brice Le Blévennec - Emakina Niels Schillewaert - InSites Consulting Research Inspiration Run – Take 2
Nicole Berx The House of Marketing “ A lost generation of marketers?”
Are you part of the lost generation of marketers? 4 th of May 2010 Research Inspiration Run 2010
“ There is a lost generation of marketers. If you are 25 or 20, you know this stuff – you are brought up with Facebook and YouTube. If you are 50, you see your kids do it. Most of our brands are managed by people who have had to learn it.” Simon Clift, former CMO Unilever
Belgian Marketers believe that the importance of social media will further increase… … but are they enough aware of their changing role?
Green is a ticket to ride… B2C B2B Green marketing 67% Green marketing ROMI 65%
… but could become grey very rapidly Don’t Greenwash … BE a Green Marketer
Real differentiation comes from Innovative and genuine ways to incorporate green in the marketing mix
Innovation not top priority for Belgian marketers Sustain revenue growth Highlight value of benefits Protect market share Communicate via online media Better understanding of cust. Measure ROMI Innovate Protect margins
The consumer is becoming more interactive than ever before and should be integrated in the innovation process
I want a conversation!
“ There is no business without a customer“ “ The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.
Dirk Milbou WDM Belgium “ Data is the new oil”
IS DATA THE NEW OIL?
A TSUNAMI OF DATA SOURCES
From Data-Bases to Data-Platforms
+ = From raw oil to the finest gasoline
The synergy between Data Technology & Marketing Strategy
The driver needs a dashboard…
… and an interactive GPS to navigate
CRASH ! Boom Bang !
 
 
Gerd Callewaert Synovate “ What’s the point, if nothing happens in reality?“
Synovate – Gerd Callewaert
Customer (or market) research is a technique of consulting the buyer on his tastes before making a product. In &quot;Buck&quot; Weaver's words, it is &quot;finding out what people like, doing more of it, finding out what people don't like, doing less of it.&quot; A logical operating philosophy, it is nonetheless given scant consideration by U. S. industry. Most businesses rely solely on dealers, advertising agents and only occasional surveys to keep apprised of public preference
 
 
 
 
 
 
 
 
Brice Le Blévennec Emakina “ Looking at the future”
A glimpse at the Future Research Inspiration Run 4 th may 2010 Brice Le Blévennec Chief Visionary Officer Emakina Group
I come to this discussion… as someone searching for answers to an emerging medium that is not my native language… I’m a digital immigrant . I wasn’t weaned on the web, nor coddled on a computer… My two young daughters, on the other hand, will be digital natives. They’ll never know a world without ubiquitous broadband internet access… We may never become true digital natives, but we can and must begin to assimilate to their culture and way of thinking. Rupert Murdoch
What do Digital Natives see?
More connections thanks to Social Networks Facebook 300 M users reaching 1 billion by 2012
Social Media are here to stay Social Media use > email since 2009 Facebook first site in US traffic Becoming embedded in most devices (phone, camera, ...)
More Mobile thanks to touch devices Voice/SMS usage will lower, Mobile Internet usage will grow Lot’s of innovation (both on terminals, networks) resulting from heavy investments Symptom : Social Network primary access device today
Apps main digital marketing tactic soon Always in the user pocket (not like bookmarks) Apple Store (1B downloads), Nokia Ovi, Android Marketplace New : WAC 24 Mobile telco + LG + Samsung + Sony Ericsson Software ( lost )  Web ( won ) Web  Apps (still open)
More Sharing inside enterprises Blogs Wikis Podcasts RSS
More Caring thanks to Social CRM
More Divergence in Platforms Internet devices wil keep multiplying Computer, TV, iPad, GPS, Video Game Consoles, indash car computers, ambient devices, photo frames, camera that are Internet connected and publish in Social Media Multi touch points brand experience New challengo to stay coherent, qualitative over channels (digital Social, Search, Media, Direct, Mobile, ATL, BTL...) and devices Age of conversation Need to be honest, transparent as Consumers can reply and have more communication power than corporations Must make sense, create real value in the life of consumer
More Convergences in Content Media will become labels with multi media extensions
More Global Internet has no border Concentration of means on larger than nation territories (EU, US, ...)
More Local A world of new marketing possibilities thanks to geolocalisation of the user Google Maps, Bing Maps (Microsoft), Ovi Maps (Nokia), … HTML5 browsers include geolocalization API (via IP or triang. of wifi hotspot) Windows Phone 7 mandatory GPS, iPhone, Android A-GPS or via triangul. Google going local on mobile today, in the browser tomorrow
More Realtime Twitter, Facebook public status, Google Buzz Instant Messenging, SMS, email Social CRM tools needed ASAP
More Accountable Digital = Numbers Integrated Digital Dashboards Web analytics + Social + Sales
More media turns Digital Today Music Movies TV / Radio VideoGames Tomorrow Books Magazine Newspapers Even Outdoor (Digital Signage)
Many Business Model will changes Own <> Use Consumers will rent access to media instead of buying objects Digital consumption permit Behavioral tracking, Targeted advertising 24/24 7/7
Digital Media & Services will move to the cloud
Learning will change Interactive text books Encyclopedias Activity books
We see a world that change The Digital Era.
Niels Schillewaert InSites Consulting “ If I would run the market research industry”
We need to start all over again …
we complete more (online) surveys in an ever increasing tempo using the same methods
Invest in something with a future … the information we need is out there… … but we have not adapted our tools
1 (Dedicated) communities Social network research platforms Access panels
2 Text analytics
3 Life Caching & Netnography
1. Information needs & interviewing self-generation natural language and emotion no interviewer bias 2. Sampling practical significance historical data 3. Field & analysis unit qual – quant reporting style connection between client & agency
We need to start all over again …
Answers to questions you did not ask Answers without asking questions
[email_address] @nielsamz
Exchange
 
19/5: Best of ESOMAR 16/12: BAQMaR Congress Spring 2011: Febelmar Happening
 

More Related Content

Research Inspiration Run

  • 1. Research Inspiration Run 2010 ‘ Back to the Future… of Marketing & Research’ Powered by: May 4th 2010
  • 2.  
  • 5.  
  • 6.  
  • 7.  
  • 8.  
  • 9. #run WiFi Area42 Username: nwx7421 Password: 7szS4Vgz
  • 10. Jo Caudron - Dear Media Bart Baesens - K.U. Leuven Timothy Desmet – Profacts Benoit Vancauwenberghe & Steffen Vander Mynsbrugge – 6+1 Joke Van Der Heyden – Sara Lee Coffee & Tea Belgium Research Inspiration Run – Take 1
  • 11. Jo Caudron Dear Media &quot;The Decade of Relevance Marketing”
  • 12. Bart Baesens K.U. Leuven “ Data Mining 2.0: Yes, we can!”
  • 13. Prof. dr. Bart Baesens Department of Decision Sciences and Information Management K.U.Leuven (Belgium) Vlerick Leuven Ghent Management School (Belgium) School of Management University of Southampton (United Kingdom) [email_address] Twitter: DataMiningApps Facebook: Data Mining with Bart Website: DataMiningApps.com
  • 14. Recap: Data mining process model Source Data Customer Analytics Application Preprocessed Data Transformed Data Patterns Data Mining Mart Dumps of operational data  t Understanding what data is needed for the application Data Cleaning Interpretation and Evaluation Data Transformation Data Mining Data Selection
  • 15. Preprocessing: Key attention points SIMPLE ANALYTIC MODELS TYPICALLY PERFORM WELL, SO BIGGEST PERFORMANCE INCREASE COMES FROM THE DATA! Performance increase * More Complex models *Data quality
  • 16. Data Mining Model requirements DATA MINING MODELS SHOULD DO MORE THAN ONLY PERFORM WELL IN STATISTICAL SENSE! ?
  • 17. Impact of Macro Economy BRING THE MACRO-ECONOMY INTO THE DATA MINING MODEL ! More accurate and comprehensible models
  • 18. Summarising: Model architecture Data Mining Model Scorecard Internal/External Data Expert Input Dynamic macro-economic models Data Discrimination Calibration
  • 19. Post processing: Backtesting Need for data mining model monitoring approaches and remedial action plans
  • 20. Network based analytics The IID assumption no longer holds! ?
  • 21. New applications No silo based marketing analytical applications, but enterprise wide analytical intelligence solutions needed Marketing Sales Accounting CRM Marketing Sales CRM Accounting
  • 22. Key lessons learnt Simple analytic models typically perform well, so biggest performance increase comes from the data! Data mining models should do more than only perform well in statistical sense! Bring the macro-economy into the model Need for data mining model monitoring approaches and remedial action plans The IID assumption no longer holds! No silo based marketing analytic applications, but create enterprise wide analytic intelligence solutions
  • 23. Timothy Desmet Profacts “ Get inspired by the future of market research”
  • 24. <2010
  • 25. 2010
  • 26. 2015
  • 27. 2020
  • 28. 2025
  • 29. 2030
  • 30. 2035
  • 31. 2040
  • 32. 2045
  • 33. 2050
  • 34. Benoît Vancauwenberghe & Steffen Vander Mynsbrugge Six plus one &quot;Sparking a new client-centric advertising generation&quot;
  • 37.  
  • 38.  
  • 39.  
  • 40. A brand new agency
  • 43.  
  • 44. +
  • 45. Joke Van der Heyden Sara Lee Coffe & Tea Belgium “ Experience the aroma”
  • 47. From product management to brand experience
  • 48. Promo 360° Brand experience Time Focus marketing How to move your focus from promo to a real experience 1 key message in all channels Tell me, I forget Show me, I remember Involve me, I understand
  • 49. Consumer is at the driving wheel
  • 50. Memorable message through the clutter Real interactivity To try & before they buy Adopt your brand Creative idea/message Finding the right touch points of the consumer Personal touch Dialogue All 5 senses Loyalty building Word of mouth Experience is… Consumer centric
  • 51. Experience is… make the brand essence alive 2008 2010 2009 Activation: Anniversary 180yrs Discover the secret behind Jacqmotte’s aroma Promo 360° Brand experience 360° activation Aroma Creations The aroma of Jacqmotte inspires… 9 Belgian Designers Brand Experience Aroma Creations The aroma of Jacqmotte inspires… 30 top ladychefs & consumers SENSE FEEL THINK ACT RELATE AromaCreations 9 Belgian designers inspired by the aroma of Jacqmotte TVC + TAG PRESS INTERNET OUTDOOR SAMPLING INSTORE CONSUMER PROMO EXPOSITION 9 UNIQUE PIECES
  • 53. 1 2 3
  • 54. Back to the future… Should research change now?
  • 55. Have you experienced the difference?
  • 56. Nicole Berx - The House of Marketing Dirk Milbou - WDM Belgium Gerd Callewaert - Synovate Brice Le Blévennec - Emakina Niels Schillewaert - InSites Consulting Research Inspiration Run – Take 2
  • 57. Nicole Berx The House of Marketing “ A lost generation of marketers?”
  • 58. Are you part of the lost generation of marketers? 4 th of May 2010 Research Inspiration Run 2010
  • 59. “ There is a lost generation of marketers. If you are 25 or 20, you know this stuff – you are brought up with Facebook and YouTube. If you are 50, you see your kids do it. Most of our brands are managed by people who have had to learn it.” Simon Clift, former CMO Unilever
  • 60. Belgian Marketers believe that the importance of social media will further increase… … but are they enough aware of their changing role?
  • 61. Green is a ticket to ride… B2C B2B Green marketing 67% Green marketing ROMI 65%
  • 62. … but could become grey very rapidly Don’t Greenwash … BE a Green Marketer
  • 63. Real differentiation comes from Innovative and genuine ways to incorporate green in the marketing mix
  • 64. Innovation not top priority for Belgian marketers Sustain revenue growth Highlight value of benefits Protect market share Communicate via online media Better understanding of cust. Measure ROMI Innovate Protect margins
  • 65. The consumer is becoming more interactive than ever before and should be integrated in the innovation process
  • 66. I want a conversation!
  • 67. “ There is no business without a customer“ “ The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.
  • 68. Dirk Milbou WDM Belgium “ Data is the new oil”
  • 69. IS DATA THE NEW OIL?
  • 70. A TSUNAMI OF DATA SOURCES
  • 71. From Data-Bases to Data-Platforms
  • 72. + = From raw oil to the finest gasoline
  • 73. The synergy between Data Technology & Marketing Strategy
  • 74. The driver needs a dashboard…
  • 75. … and an interactive GPS to navigate
  • 76. CRASH ! Boom Bang !
  • 77.  
  • 78.  
  • 79. Gerd Callewaert Synovate “ What’s the point, if nothing happens in reality?“
  • 80. Synovate – Gerd Callewaert
  • 81. Customer (or market) research is a technique of consulting the buyer on his tastes before making a product. In &quot;Buck&quot; Weaver's words, it is &quot;finding out what people like, doing more of it, finding out what people don't like, doing less of it.&quot; A logical operating philosophy, it is nonetheless given scant consideration by U. S. industry. Most businesses rely solely on dealers, advertising agents and only occasional surveys to keep apprised of public preference
  • 82.  
  • 83.  
  • 84.  
  • 85.  
  • 86.  
  • 87.  
  • 88.  
  • 89.  
  • 90. Brice Le Blévennec Emakina “ Looking at the future”
  • 91. A glimpse at the Future Research Inspiration Run 4 th may 2010 Brice Le Blévennec Chief Visionary Officer Emakina Group
  • 92. I come to this discussion… as someone searching for answers to an emerging medium that is not my native language… I’m a digital immigrant . I wasn’t weaned on the web, nor coddled on a computer… My two young daughters, on the other hand, will be digital natives. They’ll never know a world without ubiquitous broadband internet access… We may never become true digital natives, but we can and must begin to assimilate to their culture and way of thinking. Rupert Murdoch
  • 93. What do Digital Natives see?
  • 94. More connections thanks to Social Networks Facebook 300 M users reaching 1 billion by 2012
  • 95. Social Media are here to stay Social Media use > email since 2009 Facebook first site in US traffic Becoming embedded in most devices (phone, camera, ...)
  • 96. More Mobile thanks to touch devices Voice/SMS usage will lower, Mobile Internet usage will grow Lot’s of innovation (both on terminals, networks) resulting from heavy investments Symptom : Social Network primary access device today
  • 97. Apps main digital marketing tactic soon Always in the user pocket (not like bookmarks) Apple Store (1B downloads), Nokia Ovi, Android Marketplace New : WAC 24 Mobile telco + LG + Samsung + Sony Ericsson Software ( lost )  Web ( won ) Web  Apps (still open)
  • 98. More Sharing inside enterprises Blogs Wikis Podcasts RSS
  • 99. More Caring thanks to Social CRM
  • 100. More Divergence in Platforms Internet devices wil keep multiplying Computer, TV, iPad, GPS, Video Game Consoles, indash car computers, ambient devices, photo frames, camera that are Internet connected and publish in Social Media Multi touch points brand experience New challengo to stay coherent, qualitative over channels (digital Social, Search, Media, Direct, Mobile, ATL, BTL...) and devices Age of conversation Need to be honest, transparent as Consumers can reply and have more communication power than corporations Must make sense, create real value in the life of consumer
  • 101. More Convergences in Content Media will become labels with multi media extensions
  • 102. More Global Internet has no border Concentration of means on larger than nation territories (EU, US, ...)
  • 103. More Local A world of new marketing possibilities thanks to geolocalisation of the user Google Maps, Bing Maps (Microsoft), Ovi Maps (Nokia), … HTML5 browsers include geolocalization API (via IP or triang. of wifi hotspot) Windows Phone 7 mandatory GPS, iPhone, Android A-GPS or via triangul. Google going local on mobile today, in the browser tomorrow
  • 104. More Realtime Twitter, Facebook public status, Google Buzz Instant Messenging, SMS, email Social CRM tools needed ASAP
  • 105. More Accountable Digital = Numbers Integrated Digital Dashboards Web analytics + Social + Sales
  • 106. More media turns Digital Today Music Movies TV / Radio VideoGames Tomorrow Books Magazine Newspapers Even Outdoor (Digital Signage)
  • 107. Many Business Model will changes Own <> Use Consumers will rent access to media instead of buying objects Digital consumption permit Behavioral tracking, Targeted advertising 24/24 7/7
  • 108. Digital Media & Services will move to the cloud
  • 109. Learning will change Interactive text books Encyclopedias Activity books
  • 110. We see a world that change The Digital Era.
  • 111. Niels Schillewaert InSites Consulting “ If I would run the market research industry”
  • 112. We need to start all over again …
  • 113. we complete more (online) surveys in an ever increasing tempo using the same methods
  • 114. Invest in something with a future … the information we need is out there… … but we have not adapted our tools
  • 115. 1 (Dedicated) communities Social network research platforms Access panels
  • 117. 3 Life Caching & Netnography
  • 118. 1. Information needs & interviewing self-generation natural language and emotion no interviewer bias 2. Sampling practical significance historical data 3. Field & analysis unit qual – quant reporting style connection between client & agency
  • 119. We need to start all over again …
  • 120. Answers to questions you did not ask Answers without asking questions
  • 123.  
  • 124. 19/5: Best of ESOMAR 16/12: BAQMaR Congress Spring 2011: Febelmar Happening
  • 125.  

Editor's Notes

  1. LUDOVIC: algemene opening en verwelkoming
  2. LUDOVIC: referentie naar vorig jaar
  3. Ludovic: refelectie naar toekomst/diversity
  4. Ludovic: bedanking van partners en link naar volgende slide van Tom
  5. TOM
  6. TOM
  7. TOM
  8. TOM
  9. LUDOVIC
  10. LUDOVIC
  11. LUDOVIC
  12. LUDOVIC
  13. LUDOVIC
  14. LUDOVIC
  15. TOM
  16. TOM
  17. TOM
  18. Dit beeld is niet uit de krant van vandaag in verband met de olieproblemen in de golf van Mexico,   Het is bedoeld om aan te geven dat dank zij technologie en de magie van nul en één de wereld vandaag eerder opnieuw plat is geworden, in plaats van rond.   In die nieuwe wereld heeft bovendien iedereen, grote en kleine ondernemingen, evenveel mogelijkheden en kansen voor een globale economie.   En in de volgende minuten ga ik met jullie kijken of data effectief de nieuwe olie is die die globale economie draaiende houdt
  19. Dank zij de nieuwe technologie en door verhoogde interactiviteit tussen consumenten onderling, tussen consumenten en media, al dan niet sociale media, tussen consumenten en merken komt er een tsunami van data over ons heen.   Vandaag ontstaat die data niet enkel meer op initaitief van merken bedrijven, die een enquete houden onder hun klanten.   Neen, de consument neemt steeds meer zelf het initatief en krijgt steeds meer tools ter zijner beschikking voor zelfexpressie.   En een klein gedeeltje van die zelfexpressie gaat ook over merken.
  20. Naast de tsunami van is er een andere bealngrijke evolutie : het feit dat databases evolueren naar dataplatformen.   Dat heeft impact op de manier van opslaan van data. En ook op de manier en snelheid van transport van gegevens.   Het world wide web gebruikt geen tientonners om data te transporteren maar is is een net van pijpleidingen die data vlot over en weer laat gaan tussen servers. Het zijn trouwens pijpleidingen die niet door een rus of een irakees kunnen dichtgeschroefd worden.
  21. Om van die tsunami aan ruwe olie een krachtige brandstof te maken is er wel een flinke raffinaderij nodig.   Dat begint met ervoor te zorgen dat alle gegevens die je over een klant weet en kunt weten, extern of intern, tesamen gebracht worden en een unieke éénduidige kijk geven op een klant of prospect   Om die gegevens zo exhaustief mogelijk te hebben, en up to date te houden is er naast datakwaliteit ook een doorlopend proces van data-verrijking nodig.   Voorbeelden daarvan zijn legio : Als ik morgen naar het servicecenter van een bedrijf bel, kennen ze aan de hand van mijn telefoonnummer, mijn postadres, ,bedrijfsadres, emails, de oplossingen die ik gekocht heb en een betalingshistoriek
  22. Om dat te realiseren is er een flinke synergie nodig tussen Data Technologie en Marketing Strategy.   In deze nieuwe wereld zijn de afdelingen ICT en Marketing zijn met elkaar verbonden en creëren een synergetisch effect : 1+1+3   Historisch gezien heeft ICT meer aandacht voor stabiliteit, veiligheid, standaardisatie en de functionaliteiten. Marketing is echter vooral op zoek naar flexilbiliteit, innovatie, differentiatie en customer experience In deze nieuwe wereld is het niet of/of maar én/én tussen ICT en Marketing
  23. De echte brandstof voor bedrijven is niet enkel het processen en kwalificeren van al deze gegevens, maar vooral ook de ontginning van de beschikbare data door data intelligentie.   Data intelligentie combineert een aantal criteria, zoals socio-demografie en gedrag en vertaalt een doorlopende analyse in een overzichtelijk dashboard, netjes gesegmenteerd tussen verschillende soorten klanten en producten die de bedrijfsmotor aanjagen.   De data achter de dashboards laat ook toe om pro-actief naar een klant te stappen op het moment dat hij dat wil en met het aanbod of informatie die hem het meest relevant is.
  24. Om dat te doen heb je natuurlijk een GPS nodig, die uw data, vergelijkt met de buitenwereld en 3 satelieten : socio-demo, cotactpuntinformatie en gedrag. Op basis daarvan gaat de interactieve GPS u stapje per stapje sturen en bijsturen naar uw doel   In de klantenbestanden worden op die manier triggers geinstalleerd, Zodra een individueel kontakt – een klant of een prospect- een bepaalde waarde heeft bereikt, wordt de trigger in gang gezet.   Dergelijke trigger mondt dan uit in een email, een twitterbericht , een briefje via de post of een to do lijstje voor het hoofd van het distributiecentrum, of de gerant van het retailkanaal
  25. Zonder een goede datakwaliteit heeft dit soort intelligentie echter weinig zin. Uit onderzoek blijkt dat de basisgegevens in het gemiddelde klantenbestand in Belgie slechts voor 68% jusit staan. Dit zou betekenen dat 1 op 3 beslissingen die genomen worden op basis van een klantendashboard of een geinstalleerde trigger wel eens fout zou kunnen zijn.   En dan stuur je informatie over pamepers naar een gezin zonder kinderen Of je biedt een spaarproduct aan aan een overledene En inde operationele sfeer rijden treinen op elkaar vanwege gebrek aan informatie of belandt uw koffer aan de andere kant van de wereld
  26. Maar gelukkig zijn er ook voorbeelden waar de combinatie van dataplatformen, data-kwaliteitsverrijkingen en de toegevoegde intelligentie tot steeds hogere prestaties en return on investment leiden.   Iedereen kent Amazon.com die u perfect weet te suggereren welk boek u zou kunnen interesseren De Standaard Online past zijn nieuws aanpast aan mij, die in Kalmthout woont en fan is van Club Brugge Ik krijg kortingbonnen van colruyt op basis van mijn historisch aankoopgedrag Ik wordt gecontacteerd door Proximus die zag dat mijn dataverkeer over de iphone met een kwart gestegen is, en me met een SMS voorstelt om de limiet te verhogen voor slechts een kleine meerprijs, beter dan dat ik uit frustratie naar Mobistar zou overstappen. En als ik in de toekomst in het shopping center binnekom, krijg ik een m-coupon voor een bicky burger
  27. Maar als data de nieuwe olie is, is er wel een belangrijke currency om die olie te verhandelen, en dat is de privacy.   De wetgever wil het commerciele gebruik van cookies aan banden leggen, maar zoals altijd loopt hij ook nu weer achter op de consument.   Die wil ten alle tijde zelf beslissen over zijn data, aan en afzetten, aanpassen, en weghalen, zonder dat het hem moeite, geld of tijd kost.   Mijn voorspelling is dan ook dat er in Belgie straks 10 miljoen listbrokers zullen zijn. Die stuk voor stuk weten wat hun gegevens waard zijn voor de adverteerder, en die niet zomaar in ruil voor de kans om een droomreis te winnen zullen prijsgeven.   Enkel als je aantoont dat je rekening houdt met de gegevens van de consument, zal je ze nog krijgen. En tonen dat je er rekening mee houdt, heeft alles te maken met relevantie. Niet zozeer relevantie voor de adverteerder, maar wel dus relevantie voor de klant.   En ondertussen vooral niet vergeten dat er achter al die data human beings van vlees en bloed schuilgaan. Mensen van wie je het vertrouwen moet verdienen, niet male nom een leugentje voor bestwil, maar u graag een tweede kans geven als je toont dat je het goed met hen voorhebt.
  28. TOM
  29. TOM
  30. TOM
  31. Please do not use any of the materials in this presentation without the consent of Niels Schillewaert: niels@insites.eu
  32. Please do not use any of the materials in this presentation without the consent of Niels Schillewaert: niels@insites.eu
  33. Please do not use any of the materials in this presentation without the consent of Niels Schillewaert: niels@insites.eu
  34. Please do not use any of the materials in this presentation without the consent of Niels Schillewaert: niels@insites.eu
  35. Please do not use any of the materials in this presentation without the consent of Niels Schillewaert: niels@insites.eu
  36. Please do not use any of the materials in this presentation without the consent of Niels Schillewaert: niels@insites.eu
  37. Please do not use any of the materials in this presentation without the consent of Niels Schillewaert: niels@insites.eu
  38. Please do not use any of the materials in this presentation without the consent of Niels Schillewaert: niels@insites.eu
  39. Please do not use any of the materials in this presentation without the consent of Niels Schillewaert: niels@insites.eu
  40. Please do not use any of the materials in this presentation without the consent of Niels Schillewaert: niels@insites.eu
  41. LUDOVIC (reflectie over de meerwaarde van een bredere scope/talent en exchange of ideas)
  42. TOM
  43. TOM
  44. TOM