Andreas Weigend @aweigend www.weigend.com. HSM World Marketing and Sales Forum The New Data Revolution: Impact on Marketing S trategy November 2010. In The Last Minute…. Who creates data? Production : Everybody. Data as digital air How will this data be shared?
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HSM World Marketing and Sales Forum
The New Data Revolution:Impact on Marketing Strategy
Production: Everybody. Data as digital air
How will this data be shared?
Distribution: Everybody is a contributor
What will this data be used for?
Consumption: Help people make decisions
…bridgingthe physicaland the digital
One-way push vstwo-way communication?
Changes (Almost) Everything
Biology: ~100k yrs
Social Norms: ~10 years
Data, Technology: ~1year
Web 0 Computers
... what would you do?
…based on reviews
… based on clicks and purchases
Content (the item)
Context (she just bought that item)
Connection(she asked Amazon to email her friend)
Conversation(information as excuse for communication)
Or is information justan excuse for communication?
Provide list of prospects
Provide risk scores
not a Conversation
Talk to your neighbor. Total time: 2 x 4 = 10 mins
Where does product knowledge come from?
“Customer Service is the New Marketing”
Real life vs
… and then reach everyone else for free
38%≥ 4 links86%≥ 4 links
Rooms Ending in:
Oversized, Corner Room, Quiet Room
Oversized, Corner Room with North Times Square Views (Higher Floors are Preferred
Rooms to Avoid:
Rooms Ending in:
Possible Ice Machine / Elevator Noise
Limited View Rooms
to highlight where you’ve been,
to show where you’ve lived,
to share where you want to go.
Export your travel map to any Web page.
Including your Facebook and MySpace profiles and blogs
Edit your map once
to automatically update your exported maps everywhere
Sign in to export your map if you’re already a VirtualTourist member.
… to uncontrolled production bythe masses
Who talks to whom?
Who trusts whom?
Who is in control?
Who manages whom?
Who pays whom?
“Most smart people don’t work here.” Bill Joy
Collect and analyze Create and share
Push and pray Launch and learn
Andreas Weigend | www.weigend.com
Use RedLaserto understand the power of bringing a vendor into consideration when user is shopping in a physical store
Use blippy.com: what is it? why do people do it? What do they get out of if?
Search box: Measure intention across channels, differences over time, in response to campaigns, difference between mobile and web
Facebook LIKE button: powerful reach into other sites, easy to integrate (Facebook connect). – we-business
Twitter: Engage with one person (see hass2009.wikispaces.com homework)
Search on Google for Brand: When did you last search for it? – this is what potential customers will see!
Ideas generation, feedback AND engagement