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October 13, 2015 Transcript of #CommsChat on data and marketing
This week on #CommsChat we were joined by EXASOL AG as we discussed data and marketing. What can companies do to get value from data? How can they implement that knowledge in their communications strategies?
Highlights:
@EXASOLAG#commschat Organizations need to analyze a ton of data & look for insights to remain competitive. Data scientists are key in helping here@SharersNetwork#commschat it can sometimes feel creepy or big brother – Orbitz had a pr nightmare over “targeting” apple users@SharersNetwork#commschat their data scntst found apple users don’t choose discounted holidays. Got spun as charging apple users more!@Kim_Wiegand A largely misunderstood function. I don’t think many leaders acknowledge the power of the information the data holds#commschat@EXASOLAG#commschat Question is – will we customers just get turned off by the more targeted approach or will we enjoy reaping the benefits?-
@blowndes T3: Future customer – inconsistent, disloyal, impatient, mistrusting of societal pillars, value driven (not cost driven)#commschat
Read the full conversation below:
SharersNetwork @SharersNetwork 16 hours ago
#commschat @commschat Great chat good topics and discussion! Thanks @nembot aka @SharersNetwork signing off see you next time!
EXASOL AG Thanks @Commschat and everyone for a great #commschat – remember data holds the answers, let us know at @exasolag if we can help! Cheers SJ
Kel Young Managed to keep up with tonight’s #commschat despite being pounced on every time I typed
CommsHero The bit we dislike most about #commschat is…. 9pm when it has to end. We had ya for a moment there didn’t we 
Some great tweets tonight
CommsChat From us here at #commschat, we’ll be back next week, same time, same place. See you then!
I’ll leave it to him for any final words of wisdom at this point #commschat
Hayden Cornelius @CommsChat data analytics can help businesses keep track of popular trends #commschat
But especially thanks to Sean from @EXASOLAG for coming back to chat about data insights #commschat
Well #commschat-ers, that marks (almost) one hour. Thanks everyone for a fantastic #commschat!
Karl O’Doherty Karl O’Doherty Retweeted CommsChat
In a mix with insight, data analytics can help a/b test (eg) to help find the best solution and returns #commschat
Karl O’Doherty added,
#commschat For this 1-to-1 segmentation to work, data analytics is key. But you need the knowhow too, ie. data scientists & analysts to help
Tim Elliott
#commschat The ability to understand & target customers at the individual level has become so important to marketers
#commschat Final topic: Only when a business puts data truly at the heart of its business can it then use it and mine it for information.
@CommsHero That are great 😉 .. #loveit #commschat
Ben Lowndes @KelYoung8 thanks v useful! #commschat
@CommsChat as long as it’s relevant and helping promote the company/product. PR is still PR #commschat
Not an answer to a question on #commschat but thought you might like to see t-shirts designed by our delegates
IBM whitepaper on data and business transformation is worth a download http://tinyurl.com/qecow3q #commschat
Kimberley Wiegand @CommsChat Great Question! Something to help bring stakeholders on board. #commschat
Tim Elliott Retweeted CommsChat
Short answer to a BIG question … Knowledge is the key to all of those ! #commschat
Tim Elliott added,
A6: Ebay is a great example sending customers recommendations based on previous bid activity. Works on me everytime! #commschat
Sarah R Roberts @EXASOLAG @CommsChat Are there any good books you’d recommend for data insights? #commschat
#commschat Data and insights can be turned into delivering the best individual customer experience – but only if the data is there
Cecilia Can depend on the #template, but #content is key, if it’s presented in the right way #commschat
#commschat If the data can be consumed, processed and analyzed easily, data can indeed be put to work to enable personalization and agility
Asif Choudry .@Cornelius_Films using segmentation of data, variable text & image personalisation on direct mail, email & SMS with PURLs #commschat
#commschat Sadly, a lot of vendors’ messaging is still too generic. Trick is to use data to get down to the level of true personalization.
@AsifChoudry In what ways did these companies adapt/improve their marketing? #commschat
SharersNetwork @KelYoung8 @CommsChat #commschat yeah unfortunately not always have user logins or previous cookies to personalize messaging as well!
Again I’m speeding through these but keep chatting… #commschat T6
@EXASOLAG Totally on board guys! Sorry my sarcastic Aussie sense of humour there. I see the value I assure you 🙂 #commschat
#commschat Generic msgng isn’t obsolete, just way less powerful. There is still a place for generic messaging in terms of brand awareness.
Sometimes personalised marketing can be novelty factor for first time users. I’ve worked on campaigns that have improved response #commschat
@Kim_Wiegand #commschat Marketing for marketing sake can be seen as fluff, but data-driven and results-driven marketing is not 🙂
CommsHero Retweeted Barry Marlow
Some execs would argue it doesn’t pay the bills #commschat #commshero
CommsHero added,
A5: Not obsolete, but less impactful. Can still add value to brand awareness campaigns #commschat
@Cornelius_Films Agreed. Data interpretation should support/assist the marketer. Not everyone can afford #IBMWatson! 
#commschat
#commschat If marketers can use systems that process information & have technology that can make sense of it, then they can take an action
Kimberley Wiegand Retweeted Sarah R Roberts
Love this!!! Marketing is just ‘fluff’ all over right?!? 😉 #commschat
Kimberley Wiegand added,
@CommsHero Blimy … Really , that’s surprising in this day and age … Thanks for the input 😉 #commschat
@CommsHero that’s today’s marketer isn’t it? #commschat We’re inching towards it
#commschat #IOT is an expression to sum up how digitally connected our world is and how many sensors are collecting and emitting information
.@TimElliottUK not always Tim. Look at social housing where some top brass see marketing as surplus during budget cuts #commschat
@CommsHero Haa! Still a dirty word, but it is what it is. My partners prefer origination or further client services (cross-sell) #commschat
#commschat First, it’s important to understand what is meant by #IoT as to many it means different things.
@EXASOLAG I agree ..volume is personal preference tho surely? I would like loads but others hardly any ? How do you solve that? #commschat
@CommsHero #commschat Absolutely, but ROI can only be measured using data, not anecdotal evidence. Data is key here.
#Marketers will be using #AI and #algorithms more to target #customers/the #audience #CommsChat
@CommsHero definitely agree. Need to show value, no fluffy! #commschat
@Kim_Wiegand interesting to hear the word ‘sell’ in prof services. Used to be considered a dirty word. Marketers need to sell #commschat
@this_is_cecilia Even so, it is quite hard to accurately predict the ever-changing desires of the customer #commschat
@TimElliottUK #commschat Absolutely, but there’s a fine line btwn timely & too much. But that’s for the marketer & data scient. to work out
Tim Elliott Retweeted CommsHero
Well said buts that’s the marketer of the present right ? #commschat
Tim Elliott added,
In professional services = increasing pressure to be client centric & understand exactly what to ‘sell’ & client know preferences #commschat
Scientists help to interpret data in more meaningful ways to marketers #commschat
The marketer of the future must be multichannel and focused on ROI. CEOs in no mood for fluffy strategy #commschat
@EXASOLAG #commschat numbers and qualitative data seems to say personalization works. I prefer an email and content tailored personally
T3: Future customer – inconsistent, disloyal, impatient, mistrusting of societal pillars, value driven (not cost driven) #commschat
Tim Elliott Retweeted EXASOL AG
I would be happy to see only relevant timely ads … How about you ? #commschat
Tim Elliott added,
Hi @CommsChat. Data is so important, but far too many ppl ignore its relevance until it’s too late. #commschat #latetotheparty
#commschat Question is – will we customers just get turned off by the more targeted approach or will we enjoy reaping the benefits?
We’ve got about 4 more topics to run through so I’ll post them liberally and you guys continue chatting about what you want #commschat
.@CommsHero We’re ambitious. #commschat
@CommsChat Is Topic 3 actually 2 separate questions? Both good questions though #commschat
#commschat But don’t forget: customers will become even more fickle as more and more targeted offers are sent to them. Double-edged sword.
Aiesya Azaman RT EXASOLAG #commschat With the digital data era here, data scientists will become more common in marketing depts; otherwise it’s too hard …
@CommsChat @EXASOLAG #commschat not necessarily restraints IMO, but just stay human. So much data, so much opportunity, but don’t lose touch
#commschat The marketing professional will have to be much more discerning and scientific in the way they profile and target customers
@blowndes Agreed! Lots of enthusiasm, but I don’t think real understanding is there from top down. It is still a ‘science’ #commschat
#commschat With the digital data era here, data scientists will become more common in marketing depts; otherwise it’s too hard for marketers
.@EXASOLAG @SharersNetwork what constraints are there? #commschat
@Kim_Wiegand lots more people are working with data now: see fantastic and pretty bad examples every day #CommsChat
@SharersNetwork #commschat That’s why we’d argue that data scientists should have free rein and not be constrained.
Also a gap in knowledge about how to make the most of the data insights and how to turn the data into a strategic advantage.. #commschat
@Kim_Wiegand #commschat True, but the leaders in business know that data holds great value. Sadly, there are laggards out there too.
Tim Elliott Retweeted Kimberley Wiegand
I agree with you there Kimberley #commschat
Tim Elliott added,
@EXASOLAG yes absolutely if they have the time! Find gold in the segments! #commschat
@SharersNetwork #commschat But also have free rein to go and explore. They might find a golden nugget of insight that could change things
@CommsChat #commschat their data scntst found apple users don’t choose discounted holidays. Got spun as charging apple users more!
.@Cornelius_Films @AdamVincenzini @emilycagle Yes! It’s happening now! Follow #commschat
Is there still a tweet chat today from 8-9pm ET? @AdamVincenzini @emilycagle #commschat
A largely misunderstood function. I don’t think many leaders acknowledge the power of the information the data holds #commschat
.@SharersNetwork really? What did they do? #commschat
SharersNetwork Retweeted CommsChat
#commschat it can sometimes feel creepy or big brother – Orbitz had a pr nightmare over “targeting” apple users
SharersNetwork added,
SharersNetwork Retweeted CommsChat
#commschat A1: data scientists should be creating algorithms based off of business defined behaviours and actions
SharersNetwork added,
#commschat Data scientists are masters in their field and can become an indispenible asset to any organization’s marketing dept.
#commschat So it makes sense that data scientists and marketers team up to get the most from #bigdata – they can be a strong partnership
All you #commschat-ers (I know you’re there!) What have your experiences been with data science?
#commschat They’re the ones that can “listen” to the data, ie. see it, feel it, connect it and make sense of it – a boon to marketing pros
Obviously social has prompted a surge, but were data scientists always present in marketing? #commschat
#commschat Organizations need to analyze a ton of data & look for insights to remain competitive. Data scientists are key in helping here
So T1: Why do we need data scientists? #commschat Also, if you have funny data scientist stories, share them now. Science is fun…right?
#commschat targeted and personalized onsite ad and content delivery
Hello #commschat – Sean here from @EXASOLAG – looking forward to a great chat on the subject of all things #data & #marketing & #analytics
We should have #commshats…anyway, topic 1 to come, but I’ll let @EXASOLAG introduce himself. #commschat
Evening #commschat it should be an interesting chat with tonight’s topic 🙂
…or if you’re like me, you can type in #commshat and try and undo it before anyone notices #commschat
We’ll get into the topics in a minute, but first of all, don’t forget to use the #commschat tag on all your tweets (don’t hit reply to me)
Hi everyone, welcome to #commschat! Brittany here and soon to be joined tonight by @EXASOLAG to chat about data insights.
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