Erasmushogeschool Brussels colloqium

DATA

Passion

Twitter.com/hanssmellinckx

HANS SMELLINCKX

Innovation & Marketing Projects20 years experience

Founder

Social Marketing Forum

®Evolution

Social MediaE-mail Marketing

Digital Marketing

Omni-channel Marketing

Mobile MarketingMetrics, KPI’s & dashboardingBlogger

Thomas Cook Belgium

CRM

Branding & Reach

TEDx FlandersConsultant

ARTOOS

COMMUNICATION PRODUCTION HOUSE

Account

Sales

SPOC

EVENT WEBSITE

MOBILE

MESSAGING & APPS

DIGITAL SIGNAGE

INTEGRATION

SOCIAL INTEGRATION

E-MAIL & DIRECT MAIL

PRINT

PICK & PACK

DTP & DESIGN

DISTRIBUTED

MARKETING

Some of My References

https://www.youtube.com/watch?v=jbkSRLYSojo

ENIACElectronic Numerical Integrator And Computer

DA

TA

WA

RE

HO

US

E

BIGDATA

CRM

BI

NOTNEW

It’s still a car

Most important parts of a car

1. Engine

2. Wheel

3. Brakes

4. Strearing wheel

5. Body & seating

BI

G7 billion

1 billion Facebook users

½ billion Twitter accounts

200 countries & 250 nationalities

SMAL

L800 million

47 countries

27 in the EU

250 million fb users

SMALL

ER

Average Belgian e-mail

Database

Below 100,000

10 million

4.8 million fb users

100, 000

Big?

The way to nowhere

75%

Of seniors say their company is

“data driven”

65%

(Big) Data not part of the

strategy

56%

Organisational silo biggest barrier

18%

Belgian organisations investigate

Big Data

18%

How many companies in Belgium

have more than 1 million

contacts?

Why?

Challenges

Organisation

silos

Technical debate

People

skillsTools

Technology

BRING

THE LOVE

BACKIn Marketing

Once…

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

CONNECT1

Own data

Shop data

3rd party data

Click behaviour

websites

Click behaviour

newsletters

E-commerce data

Brochure pick-up

Upsell

Welcome back

Satisfaction survey

Booking satisfaction

Facebook data

Mobile data

The sources

DM Campaign

s

Abandon

cart

Segmente

d

websites

Segmentation

& RFM modelCRM

users

More than 4

million Belgians in

our DB

E-mail newsletters

The sources

Twitter

accounts

Google+

accounts

Facebook

pages

Pinterest

accountsYoutube

channels

+300,000 fans

2,000 followers

Open graph 2

Perfection

Does not exist

TIME

PEOPLE

Marketing automation

SEGMENTATION2

Socio demo

Socio demo

agegender

education

Social class

employment

Maritial status

Simple

Filter

20 – 25 year old

Female

Student

Single

University student

No children

Lower social class

Challenges

Hobby

Interests

Pets

Living together

Still living at home

shopaholic

?

Data connection

Mobile savy

E-commerce

Real-time mobile

use

Workplace vs

living

?

TIME

CO

MP

LE

XIT

Y

Socio demo

(Buying) history

Lifestyle criteria

Behaviour criteria

Degree of ROI Real-time (social/mobile)

Behaviour criteria

Excel

accessSAP

Oracle / IBM

Confirmed behaviour

Unknown future behaviour

Visualise it!

Visualise it!

Visualise it!

WTF!

Gamification of data

http://projects.nytimes.com/census/2010/explorer

Recommendation

Start now!

We needMad men

Mad scientists

Hans Smellinckx

@hanssmellinckx

www.artoos.be

Artoos

@Artoos

Artoos-communicatiegroep