Big data, best served with common sense

Creating a successful data-driven marketing organisation

Data lover turned commercial

Analytics Online Processes

Digital Marketing Analytics/forecasting

Pricing Acquisition planning

Pricing, revenue mngt Business planning

Engineering Financial & strategy analysis

Leverage data

Big data moto

• What big data guys say:

– invest millions in a tool

– Spend years on a datawarehouse

– And you will live happily ever after

Digital transformation => embracing the new world and build competitive advantage

• Challenges

– Silos, internal politics

– Skills

– Investment

– Time horizon, pace

Customer centric

Relevance

Data excellence

• Analytics mantra

• Vision and roadmap

• Agility

• Relevance and influence

• Processes and scalability

• Infusing across the organisation

Digital values

Understand the battleground

Vs

Who wins ?

Identify key priorities -Understand strength and weaknesses with competitors

- Focus on the strengths

ROI <<3 ROI 10-50 ROI 4-7

Maintain /grow awareness

Invest Optimise

Choosing the right battles

Understand marketing opportunities and prioritise

Awareness

Targeted acquisition, generic search

Targeted acquisition, data driven display

Affiliation

Retargeting

On site engagement

E-mail retargeting

CRM

Loyalty Relevance

Retention

Converting and increasing revenue

from existing customers or visitors

Prospection,

increasing awareness,

increasing visitors based

Choosing the right crew

• Turning data into insights require a business and data mind

• Need a map: – What are the drivers

– Prioritise opportunities

• Then focus on execution ...

• ... and initiate traction in the organisation

Building the team and tools according to priorities

Marketing

acquisition

•Market mapping

•Content prioritisation

•Budget allocation by product line/season

•Bidding tool

•Portfolio analysis

•Attribution model

•RTB

•Retargeting rules

Customer engagement

•Customer segmentation

•Social-media analysis

•Dynamic online response (live chat, offers, ...) optimisation

•Loyalty program fine tuning

•E-mail performance

Usability and conversion

•Funnel analysis

•Error analysis

•Speed/performance analysis

•Voice of the customer

•Session replay

•A/B testing

Product and

merchandising

•Product sales and contribution analysis

•Product scoring

•Price competitiveness

•Product reviews

•Banner analysis

Turn the web into a scalable marketing tool

Analyse the market Prioritise content and brief

content producers

Publish and promote content on

blog/websites/forums

Identify and prioritise the key themes and places Prioritise the SEO actions in terms of links and content

Develop a scalable content factory Content management and content production network Establish priority lists and templates

Promote relevant content to stimulate engagement Build communities

what are the age limits for hiring a car in america

what are the different classifications of roads

what are the rules regarding filling up a motor vehicle with petrol

what car insurance is required for a rental car in spain

what class is a meriva hire car

what do i need to hire a car

what do i need to rent a car in uk

what docs do i need to collect avis car

what does csr mean for a car

what happens if i dont have my driving licence when renting from avis

what happens if you smash a hire car

can a 19 year old hire a bmw

can a speeding offence in france be traced back to the uk

do holiday autos take full payment at time of booking?

do i need car insurance to rent a car in the uk?

do i need third party liability insurance car hire hertz

Evangelise people around simple data driven processes

• Principle 1: create a joint approach between agency and business

• Principle 2: align investment with pricing and availability

• Principle 3: empower people

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

4.0%

4.5%

5.0%

0.00

0.50

1.00

1.50

2.00

2.50

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85

ROI (blue)

Conversion (red)

Pilot starts

Analytical tool involved:

-Excel ... -Looking at data logically -Identifying easy patterns

Results: - Simple process that people understand => buy-in - Immediate results - Alignment about the role of paid search

What does it take to evangelise?

• Simplify the problem, choose a pilot

• Present the data easily

• Highlight the decisions that people need to make

• Train and empower

Product line Visits Assets Asset utilisation Online conversion ROI

Windermere 18,509 466 68% 10.2% 9

The Shire 15,278 632 69% 9.7% 8

Moria 7,108 149 69% 28.8% 12

Gondor 6,474 26 56% 6.9% 2

Neverland 5,786 177 73% 18.5% 13

Narnia 5,491 179 66% 9.1% 7

Atlantis 5,326 695 70% 8.2% 6

Easter Island 5,305 102 71% 14.3% 11

Christmas Island 4,204 221 56% 5.3% 3

Shepherd Marsh 4,017 174 93% 21.0% 10

Gold fields 3,992 105 69% 14.6% 9

How can I grow my market share? How to improve profitability? I need to hit the next quarter EBIT

The modern CDO or CMO

M-commerce Multichannel

Blogger outreach

Long-tail Geo-targetting

Thank you

• @PascalMoyon