slide1
Download
Skip this Video
Download Presentation
Dr. Jeni Bunner Director of Insight; Outsell, LLC [email protected]

Loading in 2 Seconds...

play fullscreen
1 / 33

Dr. Jeni Bunner Director of Insight; Outsell, LLC [email protected] - PowerPoint PPT Presentation


  • 68 Views
  • Uploaded on

Big Data and Analytics: How can they help you be more relevant to your customers and drive significant profits?. Dr. Jeni Bunner Director of Insight; Outsell, LLC [email protected] Agenda. Consumer Expectations The Importance of B eing Relevant Irrelevance How to be Relevant

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' Dr. Jeni Bunner Director of Insight; Outsell, LLC [email protected]' - elma


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
slide1
Big Data and Analytics: How can they help you be more relevant to your customers and drive significant profits?

Dr. Jeni Bunner

Director of Insight; Outsell, LLC

[email protected]

agenda
Agenda
  • Consumer Expectations
  • The Importance of Being Relevant
  • Irrelevance
  • How to be Relevant
    • Big Data
    • Predictive Analytics
  • What’s the solution?
  • Relevance Done Well
  • Questions and Answers
slide4

Modern Consumers Expect:

  • An engaging brand experience
  • On their own terms
  • Via any and all of their devices
slide5

Industry Challenge

OEM

Dealers

Sales Department

Service Department

Parts

Department

F&I

Department

PRINT OPERATIONS

AGENCY OF RECORD

CORPORATE MARKETING

MEDIA BUYER

MARKETING SERVICE PROVIDERS

PRINT OPERATIONS

LOCAL MARKETING AGENCY

addressable media and channels
Addressable Media and Channels

Media or channels that allow communications to consumers at an individual level

more channels are becoming addressable
More Channels are Becoming Addressable

Direct

Online

Newspapers

Inbound Phone

Search

Magazines

DRTV

Banner Ads

Telemarketing

Web Sites

Radio

Face-To-Face

Mobile

Outdoor

Direct Mail

TV

Blogs

Social Networks

Email

Kiosks

Mass

age of the customer
Age of the Customer

jksdfhkds

Source: Forrester Research, Inc.

be relevant
Be Relevant!!!

“In the future, only companies that understand and anticipate their customer’s needs and can consistently deliver unique, tailored customer experiences will be able to attract and retain loyal customer revenue streams.”

Source: Forrester Research, Inc.

Source: Forrester Research, Inc.

relevance matters
Relevance Matters

2X

$$$

60%

Not Relevant

50%

Disengage

Source: DM News

the 40 yr old woman with the 18 yr old boy gene
The 40 yr. old woman with the 18 yr. old boy gene

Dear Ford,

Seriously? I own a Mustang. You know I do. I follow Mustang on Twitter and liked it on Facebook. I\'ve clicked through emails you\'ve sent me to go search your site for Mustang paraphernalia and badges, check out the current model, and "customize" my dream Mustang (three times!). I\'ve clicked through Mustang ads (and Camaro ads, not that you\'d know that). I\'ve never once expressed any interest in an SUV. Why on earth would you email me about the Escape? It may be all new, with cool features and whatever, but clearly I\'m interested in sports cars, not sports utility vehicles. You may want to reconsider your segmentation strategy. Thanks for thinking of me, though.

?

Source: DM News

big data
Big Data
  • VOLUME
  • VELOCITY
  • VARIETY
  • VALUE
  • The most important dimension of “Big Data” is how you derive profits from it
slide19

The power of your Big Data

  • Collectively dealers maintain more customer data than parent OEMs
  • Dealer data is rich but underutilized
slide20

What Does Your Big Data Tell you?

Shop

Discover

Bond

Advocate

Own

Buy

slide22

Predictive Analytics

The analysis of current and historical facts to make predictions about future events

slide23

Predictive Analytics Examples

  • Which consumers will purchase in the next 30 days?
  • Who are my most valuable consumers?
  • Where is each consumer in their lifecycle (shop, buy, own)- segmentation
  • What vehicle is a consumer most likely to purchase?
step 1 get your data in order
Step 1: Get Your Data in Order

Weblog

Video

Blogs

Social

CRM

Mobile

Chat

DMS

Click

  • Multi-channel
  • Online and offline
  • Behavioral
step 2 segment and test relevant messages
Step 2: Segment and Test Relevant Messages
  • Start small
  • Segment consumers
  • Determine what\'s working
  • Make incremental improvements
step 3 personalized marketing
Step 3: Personalized Marketing

Real-time responses

Driven by consumers’ actions (or lack of)

On their terms

Personalized to each and every consumer

step 4 get smarter w ith predictive analytics
Step 4: Get Smarter With Predictive Analytics
  • Gold standard for driving relevance
  • Requires a specialized skillset
  • Could double your incremental sales lift (uplift from Marketing)
the pregnancy predictor model
The “pregnancy–predictor” Model

“My daughter got this in the mail!” he said. “She’s still in high school, and you’re sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?”

The manager didn’t have any idea what the man was talking about. He looked at the mailer. Sure enough, it was addressed to the man’s daughter and contained advertisements for maternity clothing, nursery furniture and pictures of smiling infants. The manager apologized and then called a few days later to apologize again.

On the phone, though, the father was somewhat abashed. “I had a talk with my daughter,” he said. “It turns out there’s been some activities in my house I haven’t been completely aware of. She’s due in August. I owe you an apology.”

thank you
THANK YOU!

Dr. Jeni Bunner

Director of Insight; Outsell, LLC

[email protected]

ad