Nijenrode Masterclass 2014 - Online Marketing Strategie & Social Media

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BRAND RELATIONSHIP EQUITY The ability to build long-term relationships 12-6-2014 1

Transcript of Nijenrode Masterclass 2014 - Online Marketing Strategie & Social Media

BRAND RELATIONSHIP

EQUITY

The ability to build long-term relationships

12-6-2014 1

INTRODUCTION

@BNieme

• Founder Adversitement, O2MC, Digital Power

• 10 years in financial sector - transparency

• Digitally active since 2000

• Privacy by Design Ambassador

• Board of Advisory TU/e M&I

• Married and 4 children

• Hockey – Golf

• Non reader; scanner

• Passion keydriver to get results

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ADVERSITEMENT GROUP

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BRAND VALUE

• So what would they miss if your brand was not around anymore?

• Why would they invest in a relationship with you?

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“Consumers state that 70% of the brands they buy are fully exchangeable.”

WE NEED TO BUILD

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TRUST.

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CAN I TRUST Y O U ?

• Safety

• Transparency

• Honesty

• Convenience

• Doing good

• Permission-based interaction

• Earned attention

HELLO? We want to have relevant experiences!

15 billion connected devices // 2016: $ 232,000,000,000 investment

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ARE YOU RELEVANT?

• Do you care enough about me? – Are you improving my life?

• Are you trying to create a better world?

• Do I really get a voice?

• Are you respecting my timing?

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I BELIEVE IN DIGITAL TRANSPARENCY3

1.Empowering pro-active data driven companies towards digital business excellence.

2.Develop and improve trusted digital experiences for internet users.

3.Facilitate a secure infrastructure and by regulators.

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I BELIEVE IN DIGITAL

TRANSPARENCY3

DIGITAL TRANSPARENCY3

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DIGITAL TRANSPARENCY3

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People, platform, process

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BIG DATA, BIG DEAL

• What’s going on?

• Where to find real value?

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HYPER-CONNECTED ECONOMY

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WE PRODUCE DATA

EVERY

SECOND By 2020: 40 ZB a year

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ON PURPOSE/ OFF PURPOSE?

WE HAD MULTIPLE WAKE-UP CALLS

TODAY’S SOLUTIONS …

are not even close to solving tomorrow’s Big Data challenges

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ONLY 15% of global companies is able to exploit big data in 2015. Adapt new technologies to utilise: Volume, Velocity, Variety, Veracity

TODAY’S BIG DATA CHALLENGES & COMPLEXITY

Business Applications Inefficient siloed data for Marketing and Sales applications

.

Data Life Cycle Management Inefficient and very costly data management process

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Long-term strategic value Improved reputation and customer experience and agile competitive advantage

Short-term operational value New business opportunities, more efficient marketing processes, smarter decision making, time and cost reduction and guaranteed data control

BUSINESS

VALUE

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HIGHEST LEVEL: PRESCRIPTIVE

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DimML

The new intuitive

data science language

• Transparent code

• Reducing code (SLoC)

• 100% data ownership

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OPPORTUNITY

Improved Business Create any applications through a single line of code, reducing time and costs

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Data Life Cycle Management Ingest any data source for downstream business implementations,

easy, simple and secure

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BUSINESS IT

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Ingest any data source Relevant information

Better insights Smarter decisions

Improved profitability

Easy data management Faster deployment

Data Control Improved business processes

Reducing time & costs

SIMPLE

SECURE

SUSTAINABLE

BIG DATA LEVERAGE

The right data In the right place Relevant results

Real-time Any time

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LET’S INTERACT

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TIME TO TAKE A STAND

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Do you believe transparency has an impact on your reputation and CX?

A FOOL WITH A TOOL

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Are your tools backed-up by the right knowledge?

DATA, DATA, DATA…

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What comes first? Purpose or collection?

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How do you leverage the power of data today?

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Are content marketing and storytelling today’s most relevant ways to address the market?

GOOGLE’S MONOPOLY

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Can we truly say we are independent and in control?

EVERYBODY HAS THE RIGHT

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TO BE FORGOTTEN

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Will it make a difference if you offer this right to your customers?

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Do you think data technology should be at the heart of your business strategy?

“TRY NOT TO BECOME A MAN OF SUCCESS BUT A MAN OF VALUE.”

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Do you believe the definition of success is changing?

CASES

• Dutch charity: Roadmap for Online Excellence

• Bank: Guaranteed Actionable data

• Telecom provider: Guaranteed Data Quality

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DUTCH CHARITY: ROADMAP ONLINE

EXCELLENCE

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Starting point 2009:

DUTCH CHARITY: ROADMAP ONLINE

EXCELLENCE

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January 2013:

WEB ANALYTICS MATURING

Ambition 2009 - 2012

Ambition 2013 - 2014

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ACHIEVEMENTS &

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LEARNINGS

ACHIEVEMENTS:

• Many steps taken (in the right order)

• Tangible experience with different optimisation methods

• Good infrastructure

• A relatively high data quality

• High level of awareness

• Many website improvements

• Basic web analytics processes up and running

• Created a scalable, flexible and cost efficient infrastructure, even though this was not included in the roadmap

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LEARNINGS:

• Roadmap progress delayed by full IT-releases 2010-2012

• Unforseen influence from changed legislation

• Adoption of web data delayed by: – Weak internal targets and

drivers

– Low pro-active influence of the web analyst

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AMBITIONS 2013 - 2014

• Create budget for web analytics knowledge

– On-premise web analyst and training

– Functional remote support

• Create a result driven working system with CDS*

– Enhancements

– Governance processes & checks

– Web data distribution

– Continue innovations

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BANK: ACTIONABLE DATA

• Implementation Adobe Analytics – Define business

impact – On-demand

consultancy

• Tealium Tag

Management

• Consent

• Controlled Delivery System (CDS)

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BANK: ACTIONABLE DATA

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• SIMPLE – All data requests handled

by CDS Service Desk

• SECURE – Consent puts visitors in

control

– Compliance throughout the complete data life cycle

• SUSTAINABLE – Data governance and data

quality completely secured

– Act on new data innovations as soon as they are discovered

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TELECOM PROVIDER: GUARANTEED DATA QUALITY

• Controlled Delivery System – All systems

implemented and functioning as they should

– Guaranteed availability of relevant and valuable data

• Tealium Tag Management

• Qmon data quality validation

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TELECOM PROVIDER: QMON • No more data quality issues

• Monitors 100% of the data

• Tests true behavior

• All devices and browsers

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• SIMPLE – Single point of contact

for all enhancements and services

• SECURE – Data quality monitored

and guarded continuously

• Sustainable – Data availability and data

quality are guaranteed and completely secured

– Enabled to create real business value from data, now and in the future

TELECOM PROVIDER: GUARANTEED DATA QUALITY

BRAND RELATIONSHIP

EQUITY

Bob Nieme 05/06/2014

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