Content Intelligence CharityComms | June 13, 2014

What Is Wrong With Digital Marketing?

A spam free, permission based, relevant, need based marketing world where we only get marketing messages that are relevant to us where and when we want them.

The Right Content…

At The Right Time…

In The Right Place…

From…

One Too Many

To…

One To One

Welcome To The Age Of Relevance.

Making Marketing Better

Interest Abandonment

Content To Match The Users Intent

Place The Content In The Correct Place

Content Using The Correct Words

How

The Key Is Data

Real Time

Big Data

“I think you’ll find that mine is bigger”

Themes…

Storage

Analysis

Single Customer View

Cleansing

Real-time

Segmenting your Target Audience

What data should you look at?

Segmenting your Target Audience

Socio-Demographic Twins

• Both male

• Both born 1948

• Both grew up in the UK

• Both have divorced and re-married

• Both have two grow up sons

• Both are very wealthy

• Both like to spend their holidays in the Alps

• Both are world famous

Social Media Monitoring

“A man's bookcase will tell you everything you'll ever need to know

about him"

You Are What You Read

Walter Mosley

Understand How People Interact With Your Organisation And What It Means

Opens, clicks, unsubscribes

URLs, dwell, conversions

Mentions, links, influence

Email Web Social

“The process of structuring previously unstructured content, by

extracting new information"

Content Analytics

What To Look At?

• Email content

• Social behaviour and information

• Website behaviour

• Mobile app interactions

• Analyse this content to see what people are consistently interested in

Business (62.40%) 12.604

1973 Content marketing /business/concept 0.686

290 The Internet /business/concept 0.657

1084 Software as a Service /business/concept 0.455

37 Customer Relationship Management /business/concept 0.431

439 Online advertising /business/concept 0.418

2533 Internet television /business/concept 0.417

112 Social media /business/concept 0.414

334 Television /business/concept 0.395

1698 Real-time computing /business/concept 0.364

403 Streaming media /business/concept 0.362

1571 Film /business/concept 0.312

2198 Data /business/concept 0.306

2277 Storytelling /business/concept 0.304

2540 Infographic /business/concept 0.266

1582 RSS /business/concept 0.333

2415 Distribution /business/concept 0.331

39 Marketing /business/industry 0.838

51 Advertising /business/industry 0.277

2559 SugarCRM /business/organisation 0.462

2560 Goldman Sachs /business/organisation 0.419

331 Salesforce.com /business/organisation 0.394

2493 European Space Agency /business/organisation 0.328

2543 HarperCollins /business/organisation 0.395

183 MSNBC /business/organisation 0.328

2488 NASA /business/organisation 0.262

2674 Draper Fisher Jurvetson /business/organisation 0.149

2280 E-book /business/product 0.447

2484 Space suit /business/product 0.361

2530 DVD /business/product 0.352

411 Mobile phone /business/product 0.294

2528 Watch /business/product 0.293

Publishing (3.07%) 0.62

2508 The Age /book/newspaper 0.345

787 The Guardian /book/newspaper 0.275

Film (1.73%) 0.349

2532 Legally Blonde /film/film 0.349

Internet (14.63%) 2.956

107 Twitter /internet/website 0.745

60 YouTube /internet/website 0.565

474 Netflix /internet/website 0.425

2414 SlideShare /internet/website 0.395

2507 ExactTarget /internet/website 0.39

98 LinkedIn /internet/website 0.273

192 Facebook /internet/website 0.163

Location (8.82%) 1.781

1349 Manhattan /location/city 0.416

67 San Francisco /location/city 0.398

1005 London /location/city 0.315

335 New York City /location/city 0.091

69 United States of America /location/country 0.561

Music (1.68%) 0.34

2496 Imagine Dragons /music/artist 0.34

People (7.64%) 1.544

2544 Craig Adams /people/person 0.382

2495 Luca Parmitano /people/person 0.445

2557 Larry Augustin /people/person 0.398

2491 Christopher Cassidy /people/person 0.319

Understand The Topics

Kevin LiBusiness Development | Marketing Analytics | Technology Chicago, Illinois

Map Them To The Individual

Provide Them With The Right Content

Drive Actions

• 414% increase in sales of paid reports • 215% conversion to purchase rate growth• 7X rise in transaction volume• 1.5X growth in per visit value of blog visit

TiVo thinks I’m gay!

Marketing Automation

MARKETING AUTOMATION

Segments Of One

Content Intelligence Thank You