How Data is Fueling Marketing - A Close Look at Contextual Marketing

HOW DATA IS FUELING MARKETING

A close look at Contextual Marketing

Anna Anisin Head of Marketing

WHAT’S CONTEXTUAL MARKETING?Contextual marketing is about understanding not just about who someone is, but where

they are, what they are doing and what they are likely to do next. It’s about combining the right information (data) about the customer and the context to deliver the right services

and communication at a precise moment, in offers the most value.

CONTEXTUAL ADVERTISING

OBJECTIVE OF CONTEXTUAL MARKETING

By showing customers ads and products they’re actually interested in, your business:

• Decrease customer add annoyance and fatigue

• Eliminate unprofitable ads

• Increase the number of clicks

• Increase the number of actual conversions to sales

PLACES WHERE YOU MOST COMMONLY SEE CONTEXTUAL ADS• Social Media (Facebook, Twitter, Yelp, Pinterest)

• Mobile Apps and Websites

• Search engines (Google, Bing, Yahoo)

• Video and Video Search (someone watching all those cat videos)

• Video games (this is quite new)

• Billboards (Street marketing)

HOW CONTEXT CHANGES MARKETING

Before Context After Context

Campaigns Interactions

Targeting Engaging

Customer Segmentation Customer Recognition

Media Pushes Customer Moments

Transactions Value Exchanges

GRPs and CPMs Minutes of Engagement

© 2014 Forrester Research, Inc

CAMPAIGNS WON’T CUT IT ANYMORE

• According to Forrester research, no more than 32% of US online adults trust ads, regardless of the channel.

CAMPIANS ARE LINEAR

• Brand > Strategy > Campaigns > Execution > Customer

• Customer lifecycle is not linear

Buy

Engage

Ask

Use

Discover

Explore

BASIC CONTEXT MARKETING STRATEGY

Dynamic Email

Mobile Optimized

Dynamic Web Copy

Personalized Landing Pages

Personalized Social Media

INTEGRATED DATA SOURCES NEEDED FOR CONTEXT

• Demographic Data

• Sale Interactions (CRM)

• Social Media Activity

• Behavioral Data

• Custom Data Sources

MARKETING CLOUD

EXAMPLES OF CONTEXTUAL MARKETING DONE RIGHT

NIKE• Social sharing and fitness contests

generate more interactions

• Produce More Data

• Which leads to new product suggestions and better-targeted ads

• Provide services that customers find useful

• Create a continuous cycle of insights-driven contextual interactions

CITIBANK• Use customer data to provide

personalized offers while up-selling its own products

• Activate a “Citi Price Rewind” a complimentary perk only available to Citibank customers

• Create goodwill with customers and makes them feel valued

WEB SUMMIT• Using data science to drive

context

• Hire physicists with PHDs in areas like complex systems and network analysis

• Build algorithms to figure out who their customers are and who they might benefit sitting next to or meeting with

• Scaled from 400 attendees to 20,000 in only 4 years…!

SMART DEVICES FUELING CONTEXT

CONTEXT MATTERS• Context drives relevance

• Relevance helps build relationships

• To build customer relationships, we have to understand consumer context

• A condition to understanding consumer context is making sense of lots of unstructured data

ASSEMBLING A CONTEXTUAL MARKETING

ENGINE

A CONTEXTUAL MARKETING ENGINE IS A BRAND-SPECIFIC PLATFORM THAT EXPLOITS CUSTOMER CONTEXT TO DELIVER UTILITY AND GUIDE THE CUSTOMER INTO THE NEXT BEST INTERACTION.

Forrester Research, Inc.

YOUR CONTEXTUAL MARKETING ENGINE WILL BE ASSEMBLED FROM

YOUR EXISTING TOOLS

• Real-time analytics (Google Analytics, Mixpanel, Kissmetrics, Reinvigorate)

• Marketing automation (HubSpot, Constant Contact, Marketo)

• Customer databases (CRMs)

DATA SCIENCE + MARKETING

HOW TO MOVE TOWARD A CONTEXTUAL - AGILE MARKETING

APPROACH

• Define your strategy

• Facilitate customer journeys

• Content is still king

• Work with you IT department

CONTEXTUAL MARKETING ENGINES ENABLE HIGHLY ENGAGING ENVIRONMENTS FOR

CUSTOMER INTERACTION AND GENERATE DATA THAT WAS NEVER AVAILABLE BEFORE.

HOW TO GET STARTED?

• DIG INTO YOUR INSIGHTS

• Marketers + Data Scientists + IT

• Map your technology assets to your customer journeys

• Start building your contextual marketing engine

• Treat it as a product not a project.

QUESTIONS?@annaontheweb

@dominodatalab

[email protected]