Digital marketing and non – line world

• Google ’s digital marketing evangelist and author Avinash

1
 Digital marketing and non – line world
– His specialty was to work with large, complicated
multinational companies and build the single source
of truth in a relational database such as Oracle
 The single source of truth would reply on very
simplistic data from ERP and other sources

2
 Digital marketing and non – line world
• Digital marketing encompasses using any sort of online
media channel
• It can be any existence online—whether profit or nonprofit—
it does not matter.
• And it means driving people to a website, a mobile app, and
the like, and, once there, retaining them, interacting with
them
• But digital marketing, too, has a material impact on what
happens in the “offline,” the real world according to Kaushik
• A word his friend David Hughes calls the “non-line world”
• The reality is that consumers live in a non-line world
• They move fluidly between these two worlds
• Ex: I’m taking snapshots now of coupons in the
supermarket and then redeeming them online 3
 Don’t Abdicate Relationships
• Many of today ’s marketers are discussing and
assessing their approaches to engage consumers
in different ways such as social media marketing
• However, Avinash Kaushik believes that a lot of
companies abdicate(give up power) their primary
online existence— their own websites—in favor
of the company’s Facebook page
• For example, a large beer company urged(try
hard) consumers who came to the company’s
official website to go to Facebook where they
could enter a sweepstakes(price awareded to winner)
4
 Don’t Abdicate Relationships
• When it comes to marketing, when it comes to
consumer relationships
• Consumer can directly have a relationship with the
consumer
• You can engage consumers, understand who they
are, collect your data, etc., and have a relationship
with them, rather than a third party where you
might have tertiary data; likes, fans, etc
• Primary outpost from where you can collect your
own “big data” and have a really solid relationship
with the consumers you have and their data so you
can make smarter decisions
5
 Is IT Losing Control of Web Analytics?
• Most people in the online publishing industry know how
complex and onerous(difficult) it could be to build an
infrastructure to access and manage all the Internet data within
their own IT department
• Back in the day, IT departments would opt for a four-year project
and millions of dollars to go that route
• However, today this sector has built up an ecosystem of
companies that spread the burden and allow others to benefit
• One interesting paradigm shift that the Web mandates, that
corporate information officers (CIOs) are and will continue to
lose massive amounts of control over data and create large
bureaucratic organizations whose only purpose is to support,
collect, create, mash data, and be in the business of data
“puking”
6
 Is IT Losing Control of Web Analytics?
• Web: Is the primary way in which data gets
collected, processed and stored, and accessed is
actually at a third party
• Did not have servers any more: Massively reduce
the site of my implementation and data
massaging and data serving and data banking
team and rather massively expand the team that
analyzes the data
• Basically where most of the money of the
company went
• A little bit then went on analysts
7
 Database Marketers, Pioneers of Big Data
• We turned to database marketing guru Shaun Doyle for a brief
history of the field, from its early days up to the present
• Doyle is president and CEO of Cognitive Box, founded in 2002
Prior to setting up the company, he was vice president of
Intelligent Marketing solutions at SAS
• His primary areas of concentration were marketing automation
solution and industry-specific solutions for the
telecommunications and retail banking sectors
• During his time at SAS, Doyle founded and became chairman of
Intrinsic, a campaign management vendor acquired by SAS in
March 2001
• Doyle is a genuinely brilliant database marketer, and
conversations with him covered a broad range of topics

8
Database Marketers, Pioneers of Big Data
• Here ’s a brief summary of what he told is:
• Database marketing is really concerned with building databases
containing information about individuals, using that information
to better understand those individuals, and communicating
effectively with some of those individuals to drive business
value
• Marketing databases are typically used for a couple of things
o One thing is customer acquisition. There are some large-
scale databases in the U.S. with large prospect universes
and those prospect universes are used to acquire and drive
incremental business
o The second thing is retaining and cross-selling to existing
customers, which reactivates the cycle

9
 Database Marketers, Pioneers of Big Data
• Telemarketing became popular when marketers figured
out how to feed information extracted from customer
databases to call centers
• In the 1990s, email entered the picture, and marketers
quickly saw opportunities for reaching customers via the
Internet and the World Wide Web
• As the dot-com boom accelerated, marketers rapidly
adopted new technologies for pulling data from the web
and using it to fuel online marketing campaigns
• The Web also enabled marketers to launch campaigns
based on behavioral data, and the promise of “real-time
marketing” seemed just over the horizon
10
Database Marketers, Pioneers of Big Data
• As technology evolved to absorb greater volumes of data, the
costs of data environments started to come down, and
companies began collecting even more transactional data
• That transactional data was used to drive more database
activity, which in turn generated significantly higher volumes
of transactional data
• As more industries (retail insurance consume credit
• automotive, pharmaceutical) saw the value r of database
,
marketing, the trend continued accelerating
• Now we had really rich data, and that led to richer data
analytics
• In the past five years, we have seen exponential growth in
database marketing. Avis is a great example of that. They
have a single database that has everybody that ’s rented a car,
globally
• The Sheer scale of the volume of data is truly amazingSl i.do
15

11