THE 5 STEPS TO DATA

DRIVEN MARKETING AND

BIG DATA INSIGHTS

GET SMART,
GET STRATEGIC
Annisa Arlishani                              1506677736
Adzhana Aprilla                              1506678000
Stevanus Putra A                            1506749703
Harjito Indrajati                              1506750434
REMINDER
Over the next three to five years, digital disruption
will profoundly
transform businesses and consumer buying
behaviors.
Companies must adopt data-driven marketing to
drive more relevant
customer experiences and return more value to
their corporations and
organizations.
Big data marketing will be a big disappointment if
you don’t implement
it in focused, self-contained projects or as part of a
larger strategic
vision for the company.
 VISION Five Fundamental
Components:

LEADS TO Customer interaction

STRATEGY
strategy
Analytics strategy
Data strategy
Organizational strategy
Technologystrategy
 CUSTOMER 1
INTERACTION Map & Understand

STRATEGY Buyer's Journey

2
Map Out
Changes that Need to Occur

within the Company's System

 ANALYTIC
STRATEGY
Business Analytics

The conventional report and business dashboard

.

Predictive Analytics

The used of data from past and present, & the application of
stastistcal model to predict what may happen based on past
events
.
Prescrptive Analytics

To tell what to do --> Optimization, simulations on pricing, &

interaction approaches
.
DATA STRATEGY
Integrated Strategy
Understand the customers (tangible or
intangible) towards a brand by using
the informations they possibly could
get. Steps: Business strategy (focuses
on customer's journey) and find the
keypoint

Defined and Finite Pilots

Make a small test before going big (les
risk)
 Different teams same goals
Creating shared goals
Organizational Aligning existing goals &
Strategy compensation
Launching a pilot project

sharing information can leads to rapid

innovation and increasing revenue growth
Skills Assesment
Big data marketing and a data-driven
approach require new types of
expertise across organization

the
TECHNOLogy
STRATEGY
Consolidated Platforms or Siloed
Point Solutions
Marketing and IT
need to evaluate the benefit of an
integrated marketing platform to
manage the core fundamentals,
such as budgets, workflows,
campaigns, and segmentation.
Outsourced vs In-House
Customer Engagement
Strategy
Reasons why company
implementing in-house:
1. The high cost of data and marketing execution
services
2. Gaps in data that outside service providers
can’t close, and that the company itself is best
poised to augment and manage
3. The latency or lag time to execute time
sensitive campaigns or
capitalize on real-time insights for better
interactions
4. Better understanding by companies that data
management is a strategic asset to own
 Short-term & Mid-term
Roadmaps
the
TECHNOLogy
STRATEGY Vision into action
Help keep teams
motivated by the progress

Get started

DOs
Keep Learning
Develop strategies for customer
interaction, data, organizational,

DON'Ts and technology approaches

Don't expect a quick fix
Don't rely on traditional approaches
 Study Case
TRANSFORMING INTO ONE RED CROSS WITH DATA
DRIVEN INSIGHTS
 "But the data on ARC constituents has been
everywhere; multiple databases, excel spreadsheets,
and even index cards filed in drawers.  In order to
get to know each donor individually the American
Red Cross needed one vision of data strategy.But the
data on ARC constituents has been everywhere;
multiple databases, excel spreadsheets, and even
index cards filed in drawers.  In order to get to know
each donor individually the American Red Cross
needed one vision of data strategy."
 Answer
Divisi yang berkaitan saling bekerja sama dalam menjalankan suatu
program (memiliki visi yang sama) --> Information sharing --> Data
integration --> meningkatkan growth
Menggunakan predictive analytics (past and present)
Untuk sementara waktu menggunakan tenaga profesional sebelum
akhirnya menerapkan in-house
Membuat short-term dan long-term goal
THANK
YOU