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As marketers, we face an increasingly fast-paced and complex digital, technology and data-driven landscape. But while I empathise with you all, I have to confess that I actually love making sense of the mass of data being accumulated, and delivering incremental business growth through direct consumer relationships. With more than two decades of experience, I’ve learned to cut through the bells, whistles and hype, and refocus conversation around values and purpose, common interest, and marketing performance. My career has allowed me to assess technology stacks and vendors, and helped me make sense of marketing analytics frameworks. As a result, I’ve implemented content and data-driven marketing strategies for clients such as Canon, Microsoft, Virgin Mobile, P&G, Huggies, Petbarn, Nestle, Thai Airways, Priceline, AMEX, and Verve Portraits, to name a few. I bring a mathematical mind for measuring engagement and return on investment, and combine it with creativity to craft memorable experiences. After all, at the end of the day marketing is about making people happy, building value and inspiring action. Juggling work along with a gorgeous wife, five children, two dogs, and a kitten keeps me well and truly on the front foot. And I’ve thoroughly enjoyed pulling together my top 40 blog posts on data-driven marketing, as well as outlining my two passion projects in this book. You have my heartfelt thanks for taking time out of your busy life to read The Art and Science of Data-driven Marketing. Anton Buchner Founder, Front Foot Marketing +61 414 673 575 STAYING ON THE FRONT FOOT The art and science of data-driven marketing ANTON BUCHNER Contents 40 powerful posts for data-driven marketing capability 9 9 INTRODUCTION Post 1 The First Post - Hello world! 12 12 THANK YOU Post 2 Do you have a ‘thank-you’ marketing strategy? 14 14 23 WHAT’S KEEPING MARKETERS UP AT NIGHT Post 3 Is digital, data, and technology advice keeping you awake at night? Post 4 “I don’t know what I don’t know” What you may not know about the digital marketing landscape Post 5 Technology vendor selection for marketing and IT managers – who to trust? Post 6 A silver bullet for using data and digital agencies to drive better marketing performance? 27 31 34 34 36 GET EMOTIONAL Post 7 How to get your business out of the sea of sameness and into an ocean of opportunity Post 8 Operationalising emotion – feelings to fuel growth 38 38 BREAKING HABITS Post 9 2014 feels like the old Biiiiiiiiiiiiiirdman cartoon. Why? 40 40 42 44 DISCOVERING THE BUSINESS VALUE OF DATA Post 10 The business value of delving into data Post 11 Data driven insights are so hot right now. Will these be in your top 5? Post 12 Selfies, babies, drones and the marketing data deluge nightmare 46 46 IMPLODING INTERNAL SILOS Post 13 What are Marketing Operations Managers and Chief Marketing Technologists accountable for? 49 51 54 58 Post 14 Post 15 Post 16 Post 17 61 61 CUSTOMER EXPERIENCE Post 18 Customer experience – how do you stack up when it comes to customer centricity? Post 19 Verve Portraits, the best customer experience business? 64 The Death of the IT and Marketing Divide Smarketing – The Death of the Marketing and Sales Divide The death of the Data Analytics and Marketing divide The death of the customer and consumer marketing divide Contents continued 66 66 68 SINGLE VIEW WINS Post 20 Have you achieved a single customer view of your data? So now what? Post 21 VIP Customer Marketing = ACCESS ALL AREAS 69 69 72 73 76 INNOVATIVE IDEAS Post 22 Cool ideas from the Consumer Electronics Show Post 23 The first margarita mixed in space. Why? Post 24 6 new innovations in customer experience Post 25 Shoes, pizza, lockers & preying for $3M 77 77 80 REINVENTION Post 26 5 brands successfully reinventing in the digital age Post 27 3 more brands that have successfully reinvented themselves in the digital age 83 83 MEASURING THE VALUE OF SPORTS SPONSORSHIP Post 28 Who won the FIFA World Cup sponsorship value game? 88 88 PREDICTIVE MARKETING Post 29 8 different predictions for marketing in 2016 91 91 SLOW DOWN TO GROW Post 30 2 major impacts for marketers and agencies due to our obsession with speed 96 96 98 BUZZWORD ABUSE Post 31 The top 10 most abused marketing buzzwords this year Post 32 BINGO – Digital marketing terminology is out of control 101 101 METRICS THAT MATTER Post 33 7 best practice tips for Marketing Dashboards 104 104 106 THE IMPACT OF HAPPINESS Post 34 First World Happiness Report launched at UN Conference Post 35 76% of Australian employees are not engaged in their job 109 109 CALL CENTRES Post 36 5 top trends for call centres and the pricing model dilemma 112 112 113 116 MAKING SENSE OF CONTENT MARKETING Post 37 Content, content, content: Australia’s first content marketing study revelations Post 38 Top 3 tectonic shifts for business due to social media Post 39 Are digital marketers getting off their Face….book? 118 118 SWITCH OFF TO GROW Post 40 Digital detox – discover if you need one 121 122 125 PASSION PROJECTS: • ImaginationStories–letyourimaginationtakeflight • Microplay–bigimpactsthroughsmallmoments Staying on the Front Foot ‘Anton is exceptional at navigating complex organisations and gaining alignment across departments. He brings excellent thinking, challenges respectfully and above all drives outcomes. A delight to work with he is highly personable and I’d recommend him in a flash’ Nina Spannari – Digital Marketing, Canon Consumer Imaging, Canon Australia ‘I can’t recommend Anton highly enough to anyone looking for a marketing expert with strong strategic and digital experience anchored in commercial rigour. Anton is enthusiastic, energetic and trustworthy. He is reliable, proactive and a strategic thinker who will hit the ground running on any business problem you throw at him. Anton has a friendly, and positive disposition, smart, assertive and a problem solver. I wouldn’t hesitate in working with Anton again and personally recommend his services to other CMO’s and marketing professionals’ Vicki Aristidopoulos – Consumer Marketing Director, Fairfax Media ‘Anton has a very perceptive insight into business and market dynamics. The insights he brought to our strategic positioning were incredibly valuable. He has a way of introducing clarity to complex problems’ Dean Morelli – CEO, Employgroup ‘Anton has been helping us on a number of projects, helping our clients get a clearer customer engagement strategy. He has been instrumental in the transformation of clients, getting them to embrace content as a core foundation pillar of their marketing strategy’ Fergus Stoddart – Managing Partner, Edge (content marketing specialist) ‘Anton is priceless. Strategic, creative, analytical and infinitely personable. This combination means he provides a holistic solutions, especially in this area of CRM and customer experience in the digital platform. As a consultant he has the experience and the skills to quickly cut through to identify the complex problems facing our clients and deliver what appear to be simple, or at least easy to understand, solutions to their digital strategy and integration problems’ Darren Woolley – Founder & Global CEO, TrinityP3 Marketing Management Consultants ‘Anton is a highly intelligent, ethical, and passionate person. In my role as CRM Manager at Nestlé, Anton was invaluable in the success my team achieved over a 5-year partnership. He set the strategic direction for Nestlé and helped me develop a program for one to one communication with our consumers, which truly measured ROI and achieved results. Also working with Anton, I found a person who helped me develop a team environment with his agency and my company team, someone who got totally involved in our business and added value at every stage. I have no hesitation in recommending him’ Susan Wright – Manager – CRM, Nestle Australia 7 Staying on the Front Foot Introduction POST 1 Hello world! – March 11th, 2011 Having turned to consulting in 2010, it was about time I set up my blog: Stay tuned for relevant thoughts, insights and ideas that you can hopefully put into action for your business. So there you have it. What a ground-breaking, earth-shattering, life changing post to enter the blogosphere. Well, at least I’d taken the first step to making my dream a reality—sharing my expertise as I embarked on running my own marketing consultancy, Front Foot Marketing. I didn't want to take myself too seriously. I just wanted to do things my way instead of being constrained by corporate politics, ego, and increasingly out of touch executive managers in a data-driven, digital world. After graduating from The University of Sydney with a Bachelor of Economics Degree (majoring in Econometrics and Quantitative Economics), I worked in small agencies, independent agencies and global agency networks. I’ve been in the advertising and direct marketing industry since 1992. But despite grounding in direct marketing and demonstrating proven returns on marketing investment through data analysis, people like me were viewed as the poor country cousins of the communications industry. 9 Anton Buchner In the ‘90s, brand and TV advertising dominated the industry. But then came the dotcom and digital revolutions, which led to new platforms and social media. And when this smart technology began disrupting every business sector, people started turning to people like me for answers to big questions: • Who are our most valuable consumers? • What’s the best way to connect with consumers in this new multi-platform, multi-device world? • How much of our budget should we invest in technology, digital and data-driven marketing activity? • What success measures should we prioritise and focus on? I was off and running. Since then I haven’t stopped testing, analysing and learning keeping an open mind while helping businesses make sense of data-driven marketing in a constantly changing landscape. Throughout my career I’ve always put the consumer first. So when business leaders started talking about consumer and brand engagement, and became consumer-centric rather than business- and product-centric, I was right there at the forefront. The tables had indeed turned. I’m passionate about simplifying complexity, driving greater transparency and collaboration, and cutting through all the bells, whistles and bullshit. And I’m humbled and grateful to have worked with inspiring people in more than 60 organisations including: Adventure World Travel AMEX AMP Capital Audi Aussiepay Australian Hearing Australian Industry Group Ayers Management Caltex Vortex Canon Campari Employgroup Employment Innovations Fairfax Fisher & Paykel / Haier Foodies Australia Gloria Jean's Coffee GSK Honda Ingham InvoiceX IT Consult Kellogg’s Lend Lease Lexus LTG GoldRock McDonalds Microsoft Moneytech Musica Viva NBN Co Nescafe Korea Nestle On The Run (SA) Newcastle Airport NSW Transport Optus Petbarn Priceline Procter & Gamble SAIC / MG Motors Sensis Sidchrome Skoda Sony Specialty Fashion Group Specsavers TAL Life Insurance Thai Airways Thompson’s Nutrition Thursday Plantation Tourism NZ Toyota Verve Portraits Virgin Australia Virgin Mobile Visit Canberra Volkswagen Wesley Mission Westpac Yates I’m also grateful to have worked as a specialist on projects with strategic marketing consultancies and agencies such as Edge, How To Impact, Interbrand, MORGAN Consulting, Paykel Media, Permission, Step Change, Together Creative and TrinityP3, as well as being 10 Staying on the Front Foot invited to facilitate training workshops through The Australian Marketing Institute (AMI). Before consulting I worked across AGL, Australia Post, Bankwest, Bayer, CBA, ING Australia, FOXTEL, Milo and Purina Petcare. And I thoroughly enjoyed leading the team and being the first in Australia to prove a positive return on investment with direct-to-consumer marketing in the FMCG (fast-moving consumer goods) sector for Nestle. We proved we could increase a consumer’s share of wallet and build endearing and valuable relationships on health and happiness dimensions. So now it feels like the right time to publish a book. I’ve been a regular blogger since 2011, with many of my posts being published on the TrinityP3 Blog. A big thank you must go to its founder Darren Woolley for inspiring me to wrap my posts into a book and allowing me to publish the content. As you’ll see, my writing takes a ‘demystify’ approach combined with practical tips you can implement immediately. I hope you enjoy it, and find a few pearls of wisdom along the way. And, of course, being a direct marketer, I love feedback and engaging in conversation. So if you feel strongly on a topic, or just want to send me a message, you can contact me via: [email protected] Or feel free to connect with me on: • twitter.com/antonbuchner • linkedin.com/in/antonbuchner 11