Thomas Cook Belgium TEDx Flanders Social Marketing Forum 20
years experience Consultant Innovation & Marketing Projects
Evolution Founder HANS SMELLINCKX Omni-channel Marketing Social
Media E-mail Marketing CRM Digital Marketing Mobile Marketing
Blogger Metrics, KPIs & dashboarding Branding & Reach
Twitter.com/hanssmellinckx
Some of My References
Brands need to engage
Once upon a time
Passion Socially embedded Shop owner Human Expert
Including: a TOM study aka proof that you did a good job the
same shit as last year Kotler based
Surprise Stand out
Whats your Happiness index?
Detect change!
DATA
20 25 year old Female Student Single University student No
children Lower social class
ENIAC Electronic Numerical Integrator And Computer
DATA DATA WAREHOUSE BIG CRM BI
ROADMAP
75% Of seniors say their company is data driven
65% (Big) Data not part of the strategy
56% Organisational silo biggest barrier
Challenges
Organisation silos
Technical debate
People skills Tools technology
Nobody understands
Simply possessing stores of data does not automatically
distribute your marketing spend into the right channels and
generate an impressive ROI Jon Baron CEO Tagman
1 CONNECT
Perfection Does not exist
TIME
2 SEGMENTATION
Socio demo
Socio demo employment Maritial status gender age education
Social class
Simple Filter
COMPLEXITY Degree of ROI Real-time (social/mobile) Behaviour
criteria Behaviour criteria Lifestyle criteria (Buying) history
Socio demo Excel access TIME SAP Oracle / IBM