Living, breathing data. Sandy Ghuman, SVP Data Strategies, Silverbullet. An SBDS Group Company. sandy@wearesilve silverb rbull llet.com om @Sandydata tatech ech linked edin in.com/i com/in/s /sandygh yghuma man/
Everybody ’ s talking about data.
Living, breathing data.
The customer is emperor.
How can you build personalisation at scale?
Starting with the right foundation. Design & Architecture. Implementation & Integration. Data & Technology.
It used to But full be easy. inefficiencies of .
Data rich, information poor.
91 % 67 % 76 % 91% of global marketers have Yet, 67 67% % are not seeing the returns In fact, 76 76% % of UK CMO ’ s have adopted, or plan to in the future, on investment and a further 35% stated they are missing out on some type of data management stating they have experienced a opportunities due to their data not platform. ‘ DMP ’ disaster. being managed correctly.
They simply do not have the skill. Lack of confidence in the technologies capability. Limited understanding of data and tech. Scarce resource internally to manage.
Build In In-hous house your data taskforce. Contr trol
Joining the data dots.
Data is the new turbine.
Frictionless flow of data. Data Strategy Data Technology 02 03 Data 06 Planning Platforms Activation Data Data 01 05 Analysis Science Data Data 08 07 Data Engineering + 04 Science Generation Tech implementation
The possibilities are endless.
Audience strategy.
Understand your audience. Audience Activation. Audience Enrichment. Audience Optimisation.
Your audience. 1 2 3 Audience planning Data types Connecting the dots 1st, 2 nd , 3 rd party Known vs Prospect Engagement & Relevancy Authenticated vs Non- Data generation Meaning & Intent authenticated Scenario understanding Compliance Two-way conversation
Enter erta tainmen inment t appr proa oach ch. FMCG approa oach ch. Luxu xury approa oach ch.
Demographic Viewing profile behaviours Enter erta tainmen inment t appr proa oach ch. Engagement Online behaviours + Relationship with brand with brand events
Value versus Platform capability Requirements gathering difficulty matrix FMCG approa oach ch.
Loyalty/Advocacy Consideration Benefits Always on acquisition mindset Purchase Increase unknown to Unknownusers Known users known ratio Maximise customer LTV Drive loyalty and advocacy Luxury approa oach ch. Never interacted Customer onboarding & early life
Speak to your audience.
Speaking to your audience. 1 2 3 Understanding Frictionless flow of Speaking to your customer, your data intelligence activating your audience
Enrich your business.
Data generation. 1 2 3 Intelligence loop Better data Measured
Fuelling your entire business.
Its more than data-driven marketing.
Its intelligence-driven marketing.
Living, breathing data.
Sandy Ghuman, SVP Data Strategies, Silverbullet. An SBDS Group Company. sandy@we wear aresil esilverbu verbull llet et.com om @Sandydata tatech ech linked edin in.com/i com/in/s /sandygh yghuma man/
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