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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:

 

  •   Organizations need to analyze a ton of data & look for insights to remain competitive. Data scientists are key in helping here
  •   it can sometimes feel creepy or big brother – Orbitz had a pr nightmare over “targeting” apple users
  •   their data scntst found apple users don’t choose discounted holidays. Got spun as charging apple users more!
  •  A largely misunderstood function. I don’t think many leaders acknowledge the power of the information the data holds
  •   Question is – will we customers just get turned off by the more targeted approach or will we enjoy reaping the benefits?
  •  T3: Future customer – inconsistent, disloyal, impatient, mistrusting of societal pillars, value driven (not cost driven)

 

Read the full conversation below:

16h16 hours ago

Great chat good topics and discussion! Thanks aka signing off see you next time!

 

Thanks and everyone for a great – remember data holds the answers, let us know at if we can help! Cheers SJ

 

 

Managed to keep up with tonight’s despite being pounced on every time I typed

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The bit we dislike most about is…. 9pm when it has to end. We had ya for a moment there didn’t we Some great tweets tonight

 

From us here at , 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

 

data analytics can help businesses keep track of popular trends

 

But especially thanks to Sean from for coming back to chat about data insights

 

Well -ers, that marks (almost) one hour. Thanks everyone for a fantastic !

 

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

Karl O’Doherty added,

 

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 Retweeted EXASOL AG

This

Tim Elliott added,

 

The ability to understand & target customers at the individual level has become so important to marketers

 

I like it

 

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.

 

That are great 😉 ..

 

thanks v useful!

 

as long as it’s relevant and helping promote the company/product. PR is still PR

 

 

Not an answer to a question on but thought you might like to see t-shirts designed by our delegates

 

 

IBM whitepaper on data and business transformation is worth a download

 

Great Question! Something to help bring stakeholders on board.

 

Tim Elliott Retweeted CommsChat

Short answer to a BIG question … Knowledge is the key to all of those !

Tim Elliott added,

 

A6: Ebay is a great example sending customers recommendations based on previous bid activity. Works on me everytime!

 

Are there any good books you’d recommend for data insights?

 

 

Alright guys, here’s the final topic

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Data and insights can be turned into delivering the best individual customer experience – but only if the data is there

 

Can depend on the , but is key, if it’s presented in the right way

 

If the data can be consumed, processed and analyzed easily, data can indeed be put to work to enable personalization and agility

 

. using segmentation of data, variable text & image personalisation on direct mail, email & SMS with PURLs

 

Sadly, a lot of vendors’ messaging is still too generic. Trick is to use data to get down to the level of true personalization.

 

Ben Lowndes Retweeted CommsChat

No Irrelevant messaging is though

Ben Lowndes added,

 

In what ways did these companies adapt/improve their marketing?

 

yeah unfortunately not always have user logins or previous cookies to personalize messaging as well!

 

 

Again I’m speeding through these but keep chatting… T6

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Totally on board guys! Sorry my sarcastic Aussie sense of humour there. I see the value I assure you 🙂

 

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

 

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

CommsHero added,

 

A5: Not obsolete, but less impactful. Can still add value to brand awareness campaigns

 

Agreed. Data interpretation should support/assist the marketer. Not everyone can afford !

 

 

Topic 5

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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?!? 😉

Kimberley Wiegand added,

 

Blimy … Really , that’s surprising in this day and age … Thanks for the input 😉

 

that’s today’s marketer isn’t it? We’re inching towards it

 

is an expression to sum up how digitally connected our world is and how many sensors are collecting and emitting information

 

. not always Tim. Look at social housing where some top brass see marketing as surplus during budget cuts

 

Haa! Still a dirty word, but it is what it is. My partners prefer origination or further client services (cross-sell)

 

First, it’s important to understand what is meant by as to many it means different things.

 

I agree ..volume is personal preference tho surely? I would like loads but others hardly any ? How do you solve that?

 

Absolutely, but ROI can only be measured using data, not anecdotal evidence. Data is key here.

 

will be using and more to target /the

 

 

definitely agree. Need to show value, no fluffy!

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interesting to hear the word ‘sell’ in prof services. Used to be considered a dirty word. Marketers need to sell

 

Even so, it is quite hard to accurately predict the ever-changing desires of the customer

 

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 ?

Tim Elliott added,

 

In professional services = increasing pressure to be client centric & understand exactly what to ‘sell’ & client know preferences

 

 

Scientists help to interpret data in more meaningful ways to marketers

 

The marketer of the future must be multichannel and focused on ROI. CEOs in no mood for fluffy strategy

 

 

T4

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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)

 

Tim Elliott Retweeted EXASOL AG

I would be happy to see only relevant timely ads … How about you ?

Tim Elliott added,

 

Hi . Data is so important, but far too many ppl ignore its relevance until it’s too late.

 

Question is – will we customers just get turned off by the more targeted approach or will we enjoy reaping the benefits?

 

CommsChat Retweeted SharersNetwork

LOVE IT

CommsChat added,

 

 

🙂 j/k

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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

 

. We’re ambitious.

 

Is Topic 3 actually 2 separate questions? Both good questions though

 

But don’t forget: customers will become even more fickle as more and more targeted offers are sent to them. Double-edged sword.

 

RT EXASOLAG With the digital data era here, data scientists will become more common in marketing depts; otherwise it’s too hard …

 

not necessarily restraints IMO, but just stay human. So much data, so much opportunity, but don’t lose touch

 

The marketing professional will have to be much more discerning and scientific in the way they profile and target customers

 

Tim Elliott Retweeted CommsChat

Great question on

Tim Elliott added,

 

Agreed! Lots of enthusiasm, but I don’t think real understanding is there from top down. It is still a ‘science’

 

With the digital data era here, data scientists will become more common in marketing depts; otherwise it’s too hard for marketers

 

 

Topic 3

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. what constraints are there?

 

lots more people are working with data now: see fantastic and pretty bad examples every day

 

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..

 

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

Tim Elliott added,

 

yes absolutely if they have the time! Find gold in the segments!

 

But also have free rein to go and explore. They might find a golden nugget of insight that could change things

 

their data scntst found apple users don’t choose discounted holidays. Got spun as charging apple users more!

 

. Yes! It’s happening now! Follow

 

Is there still a tweet chat today from 8-9pm ET?

 

A largely misunderstood function. I don’t think many leaders acknowledge the power of the information the data holds

 

. really? What did they do?

 

SharersNetwork Retweeted CommsChat

it can sometimes feel creepy or big brother – Orbitz had a pr nightmare over “targeting” apple users

SharersNetwork added,

 

SharersNetwork Retweeted CommsChat

A1: data scientists should be creating algorithms based off of business defined behaviours and actions

SharersNetwork added,

 

Data scientists are masters in their field and can become an indispenible asset to any organization’s marketing dept.

 

So it makes sense that data scientists and marketers team up to get the most from – they can be a strong partnership

 

All you -ers (I know you’re there!) What have your experiences been with data science?

 

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?

 

Organizations need to analyze a ton of data & look for insights to remain competitive. Data scientists are key in helping here

 

A1 🙂

 

So T1: Why do we need data scientists? Also, if you have funny data scientist stories, share them now. Science is fun…right?

 

targeted and personalized onsite ad and content delivery

 

Hello – Sean here from – looking forward to a great chat on the subject of all things & &

 

 

Topic 1

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We should have …anyway, topic 1 to come, but I’ll let introduce himself.

 

Evening it should be an interesting chat with tonight’s topic 🙂

 

…or if you’re like me, you can type in and try and undo it before anyone notices

 

We’ll get into the topics in a minute, but first of all, don’t forget to use the tag on all your tweets (don’t hit reply to me)

 

Hi everyone, welcome to ! Brittany here and soon to be joined tonight by to chat about data insights.


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