Part 2 Chasing Engagement 5 things you need to know about data-driven marketing
Recommended Best Practice Initiatives: diagram source ADMA & GfK
elcomCMS.com | [email protected] Chasing Engagement - Part 2 Page 2
Content
1. Integrate and standardize across all touch points 04
2. Embrace social login 07
3. Understand what data you are collecting and why 09
4. Use data carefully – there is no magic bullet 13
5. Be aware the data capture landscape is changing 15
6. Additional Info 19
Acknowledgements
Elcom acknowledges and appreciates the time and contribution to this report from the following people:
Jodie Sangster, CEO, ADMA
Christian Bartens, CEO & Founder, Datalicious
Yorgos Moschovis, Analytical Marketing & Business Intelligence Expert
Elcom whitepaper - www.elcomCMS.com Chasing Engagement - Part 2 Page 3
Technology advances and the emergence of new tools on almost a daily basis is drastically changing the way businesses capture, manage and utilize data for marketing purposes.
A global survey, by international data management company Teradata, in 2013 of over 2,200 marketers found in the next two years 71% plan to implement a big data analytics solution to help untangle the mass of consumer data available to them. No matter what 5 size your company is, data-driven marketing is no things you longer optional but necessary to remain competitive and relevant. need to For marketers who are often juggling up to seven different channels at once there is no shortage know about of ways to obtain audience data, but an overload of information is making it increasingly difficult data-driven to determine what data to use and how. And the availability of data is only going to grow, with marketing predictions by Teradata, that three billion people will have created eight billion terabytes of data by 2015.
Depending on your business and the industry you Regardless of how mature your data strategy is, are in, there are two main schools of thought on the here are our top five tips for ensuring it is effective best use of audience data: some experts claim the today and can withstand anticipated changes to financial return of selling more to existing customers the data landscape tomorrow. outweighs time and effort spent chasing new business. Others are advising companies to forget retention efforts and focus on the ‘here and now’ – seeking out audiences that want your product or information today. Either way, accurate audience data is critical to finding and engaging with people; when, how and where they want. For marketers, this means being able to leverage the data your company has access to in order to achieve the marketing epitome that is personalization.
Elcom whitepaper - www.elcomCMS.com Chasing Engagement - Part 2 Page 4 1. Integrate and standardize across all touch points
The biggest challenge for many marketers lies between realizing the need to develop or update a data strategy and resourcing it. However, before this is determined thought needs to be given to how data capture processes can be integrated and standardized across all functions of the business. Without this integration it is impossible to achieve accurate and meaningful personalization, says Datalicious CEO and founder, Christian Bartens.
“The most dangerous thing I have seen that ruins marketing efforts is product silos, where knowledge isn’t exchanged and metrics aren’t standardized. Most companies don’t know who their most valuable customers are because there is no integration of client data across the company and teams are working in silos,” he said. you with the ability to manage your website, intranet, portals, mobile sites, eLearning, eCommerce and social collaboration for your organisation.
“We often find the call centre operates a different platform to the marketing team, and website traffic is managed by yet another team. Companies need to have one view of the customer where all their interactions with the company are captured, so you can deliver a consistent user experience. Wherever a customer touches this company the messages they see should build on their last action.”
Data Silos Organisation have many types of data that tends to get put into separate silos. Combining data enables smarter and more informed marketing and sales decisions.
Elcom whitepaper - www.elcomCMS.com Chasing Engagement - Part 2 Page 5
A global study conducted in 2013 by Teradata found only 18% of companies had a single view of the customer. Most (75%) said they used customer service, customer satisfaction, digital interaction (eg. search, display ads, email, web browsing), and demographic data, while just over 50% used customer engagement (eg. product usage or preference data), transactional or e-commerce data.
The same study found only 33% of marketers believe they have a true data-driven marketing culture embedded into their standard marketing processes, while less than 10% of companies use the data they currently have access to in a systematic, strategic way.
Teradata Director, Mark Ash says companies should be tracking every available channel and ensuring their validity.
“To fully understand all of your channels, you need as complete a view of your customer journey as possible. Check the validity of your tracking and reporting. Track as many interactions as possible and not just those that are convenient to track.”
Prioritization is important if you are overhauling or implementing from scratch a data strategy. Bartens recommends starting with the channels that have historically been most important for your business, and looking closely at your budget spend on each channel.
“Many companies think they are tracking their channels and spend carefully, but the way it’s being done does not enable the company to tell what’s working and what’s not. For example, if your TV or print ads primarily point people to your website, you can’t tell where your audience has originated from. Likewise, having a single telephone number can skew your data if most people are accessing it from your website but cannot converse with someone directly via the website,” he said.
Data sources or channels that should be routinely tracked include your existing audience sources, external digital sources and other sources like research and data aggregators.
External digital sources or assets include internet sites other than your own, such as Facebook, Twitter, Pinterest and Instagram which are valuable for monitoring trends and influential people.
“Any individual who has 10,000 friends on Facebook, for example, has the potential to be a very powerful influencer,” Bartens said. “Social media data isn’t the answer to everything but social influence can equal customer value, even if that person is not currently a customer of yours. If someone is very active on a particular site you know you are reaching them in their chosen channel.”
Elcom whitepaper - www.elcomCMS.com Chasing Engagement - Part 2 Page 6
In Chasing Engagement: 10 ways to improve your content marketing, we looked at how to execute a successful content marketing strategy through maximizing your company’s own existing channels – website, mobile site, portals, intranet, email database and social media. Other sources include data collected from offline sources such as details from loyalty or membership programs that may have been established long before the company’s digital marketing activities, or in-store purchases. However, be careful trying to link the different data sources, warns Yorgos Moschovis, an analytical marketing and business intelligence expert whose experience includes managing analytics and audience insights at companies such as Fairfax, SingTel, OCBC Bank and IBM.
Personalization in the digital world is different to offline. It’s not necessarily predicated on identifying someone, but identifying a set of interests. In the online world people don’t want to tell you who they are if you have not established trust. Offline, you actually have physical contact which is more conducive to establishing trust. When interpreting online data you don’t need to know if someone is male or female or a certain age, just if their interest in something is strong enough to convert to a sale.”
“The emphasis on mining information is creating a problem of information quality as someone’s identity or interests are inferred, not given. It’s a big leap to take data gleaned from someone’s behavior online and determine they are ready to invest in something or purchase something right now. Even with information about someone’s specific interests and data about what they’re looking for, to assume they need your product or service requires an inference or leap that is not so simple,” he said.
“I’m observing that when people have two sources of data and the ability to connect them, the inference drawn may be totally irrelevant and can even be insulting. Unless you can be 100% confident of a person’s online identity, which is best determined through using social login and even then can be inaccurate, online data is going to be more anonymous than any offline data sources. To integrate the different sources requires several analytical steps that did not exist 5 years ago.”
Key points:
1. Integrate and standardize data capture across all touch points of your business 2. Social influence can equal customer value, even if the person is not a customer 3. Be wary of making inferences or assumptions about individuals based on data collected online
Elcom whitepaper - www.elcomCMS.com Chasing Engagement - Part 2 Page 7 2. Embrace social login
The potential data-capture and personalization capabilities from social login are enormous, though Australian businesses have been much slower to adopt social login as a requirement for making online purchases than American companies.
Writing for The Conversation earlier this year, QUT Associate Professor Joanne Jacobs said local businesses are experiencing less growth as a result and warned that increased growth by overseas companies is the direct result of better use of social media, personalized viewing experiences and customer incentive schemes.
“Rather than abandoning the user to a mercurial search engine and a complex category search, these sites force users to enter via a sign-in process that maintains a `memory’ of user preferences and (where relevant) Facebook likes, to generate a featured product viewing experience,” she said.
“Most Australian online retailers tend to allow shopping without logging in to a site, and they will have limited engagement with their community on social channels. Even if goods can be shared through social channels, the engagement with these social sharing triggers is low.”
A second benefit of social media to businesses is social sharing, according to Larry Drebes, Chief Executive of technology company, Janrain. Drebes says research shows that social login users spend more time on a website and purchase more than traditional users, while businesses also gain from ‘social sharing’. He claims social sharing leads to word-of-mouth referrals and each social sharing action generates an average of 13 new referral visitors to a website.
Research by the company has found increasing consumer satisfaction towards social login, with 77% of consumers prefer social login to traditional registration, 64% of consumers who frequently leave sites due to forgotten login information say social login should be offered as a solution, and 67% of consumers say they are willing to share some personal information via social login in exchange for a more personalized experience.
“Sharing social profile data with a business should be part of a clear give-to-get relationship, where both sides understand the value they are receiving,” Janrain staffer, Jamie Beckland said.
“Companies must offer real value in exchange for the data they request from consumers. We see enthusiastic adoption by brands that are committed to building deeper relationships with their customers. Registration and login are not just a ‘feature’ – they are part of a deep strategy to build a relevant customer journey. When a business does not have a clear strategy for using registration and login, they will struggle to know their customers across browsers, devices and channels, and ultimately, disappoint their customers.”
Elcom whitepaper - www.elcomCMS.com Chasing Engagement - Part 2 Page 8
Above all else, Drebes says users must be given the choice to use social login or not and websites should explicitly ask people for access to certain types of their information.
“Some may feel that sharing their data is not worth the benefit of easier login and a more personalized experience on the website. That’s their right, and it’s why many websites continue to offer traditional registration via the user’s own site-specific username and password,” he said.
Each quarter Janrain reports on social login trends, and while Facebook maintains a strong advantage across most industry segments, including media, entertainment, retail and consumer brands, Google is catching up. From January to April 2014, Google achieved 38% share of all social logins and is gradually closing the gap on Facebook. Facebook held 42% share, Yahoo 8%, Twitter 5%, LinkedIn 3% and Microsoft 2%. On B2B sites Google surpassed Facebook and LinkedIn as the most popular choice by consumers for the first time. The company attributes this rise to an increase in services like Google Play, which are used for app and media purchases but may be leading to consumers associating their Google identity for purchasing products on retail sites.
Marketers with regional and global remits, however, need to remember that consumer preferences for social networks vary around the world.
“Despite the perception that this could be a two-horse race, it is important to point out just how much consumer preference differs across the world as well as on certain types of sites,” the Q1 report states.
“In Russia, VK is one of the most popular social networks and is a common choice for social login. In Brazil and India, Orkut is a popular selection. In China, networks such as Sina Weibo, Renren, Tencent Weibo and QQ are popular. In Japan, many choose Mixi. More recently-supported identity providers for Janrain, such as Amazon and Instagram, earn anywhere from 10-25% share of social logins on many sites that have enabled it, and as more Janrain customers begin to support them, we expect these services to factor into the conversation more prominently.”
Key points:
1. Adopt social or account logins to accurately identify your audience but ensure customers feel they are getting something out of sharing their details with you 2. Continually review your social login options as people’s preferences change quickly 3. Social login should not just be a feature, but part of a deeper strategy to enhance a customer’s journey
Elcom whitepaper - www.elcomCMS.com Chasing Engagement - Part 2 Page 9 3. Understand what data you are collecting and why
These days it’s possible to capture just about anything you want to know about your audience, but avoid falling into the trap of capturing information for the sake of it. This is also a legal issue, with new privacy laws introduced in Australia in March 2014 preventing companies from capturing and storing people’s information unnecessarily (see section 5 for more detail).
Before implementing social login or expanding your data capture net, work out what you need in order to provide a personalized experience relating to your product or service and only capture related information. Reviewing how you manage audience segmentation may also help to identify what data you really need.
Audience segmentation has evolved in recent years,” Moschovis said. “If you had a simple lifecycle segmentation model you could trace a consumer from cradle to grave. This model still suits products that have a similar lifecycle, but for others, all you need to know is what people are interested in today and tomorrow.
“In the lifecycle segmentation model a person could only belong to one segment and the methodology was around specific static variables. In modern segmentation you can belong to many different segments at the same time and static variables have less value.”
“The challenge for marketers is that today someone looks like a student with an interest in music, tomorrow they look different because they have changed their behavior patterns online. There is no solution for managing this, it’s a matter of adjusting to a world where what is in front of you is all you can go by at that point in time.”
“My view at the moment is you have to distinguish from those consumers who want to have a relationship and what it might be. There is currently an assumption borne out of retention departments that everybody wants to have a relationship and that is not true. Do you want a relationship with a company or just for their products and services to work? You can keep devising ways to engage a customer but they might not want to engage. Consider segmenting your database on those terms,” Moschovis said.
Elcom whitepaper - www.elcomCMS.com Chasing Engagement - Part 2 Page 10
Customer Segments
Organisation have many types of data that tends to get put into separate silos. Combining data enables smarter and more informed marketing and sales decisions.
Test optimization is one of the most important aspects of data-driven marketing and Bartens says creating a culture in which test optimization is standard for all communications activities can be more valuable than data capture.
“Test different call centre scripts, landing pages, subject lines and brand ads, and share your findings around the company. Exchanging results across channels can be really powerful and happen quickly, but it’s often not done. There is no magic set and forget bullet - tracking has to be maintained and metrics need to be constantly recorded. Segmentations need to be reviewed and updated. It is a constant cycle of testing, iterating and improving. The key is to change company culture to accept this.”
Elcom whitepaper - www.elcomCMS.com Chasing Engagement - Part 2 Page 11
In terms of software, there are myriad products on the market to choose from and the statistics and mathematics is the same in most. The only thing that has changed in recent years is the capacity of products to do intense computations and graph results quickly, which Moschovis recommends as a primary consideration before purchasing a software product. Consider too what you need to measure. Small to medium sized businesses may not need the same functionalities that larger businesses require. In a survey published by Gleanster in March 2014 the most popular big four customer relationship management (CRM) solution providers including Salesforce.com, SAP, Microsoft Dynamics, and Oracle were ranked lower than “other” providers by small businesses.
Recommended data software products
LiveCycle: Enterprise platform that helps you capture and process information, deliver personalized communications, and protect and track sensitive information.
Relationship management platform. Connect interactions combining customer data and behaviours to create real-time relevant communications.
Advanced data analysis in an easy-to-use package. True predictive insights, automated forecasting and broad range of analytical techniques.
End-to-end data management framework addresses modern requirements using pre- integrated database, data warehousing, and data provisioning technologies.
Marketing automation software allowing businesses to respond to a wide variety of individual behaviours in real-time with personalized content.
Analytics platform for mobile and web allowing you to measure what customers do in your app by reporting actions, not just page views.
Customer experience solutions deliver consistent, personalised experiences with an integrated cloud solution that connects customer engagement with your brand.
Customer relationship management software helps you understand how your customers are engaged, with behavioural data and advanced lead scoring.
Business intelligence data discovery solutions offering consolidated data sources and interactive self-serve analysis that anyone can use.
Elcom whitepaper - www.elcomCMS.com Chasing Engagement - Part 2 Page 12
Australia’s peak body for data-driven marketing and advertising, ADMA, recommends the following principles for determining what audience data to capture:
- Decide what data you need and prioritize what you’ll actually use - Don’t ask for everything at once – build it up over time - Make it easy for people to give you their information and incentivize them - Set targets for breadth, depth and quality - Streamline the process from capture to storage; and most importantly - Collect data in line with privacy regulations – tell people why you’re capturing their data and what you’re going to do with it.
“There is a demand from consumers to truly understand what information of theirs is being collected and what it’s being collected for. They want greater transparency from companies. Businesses that are transparent in their information-handling practices will find more favour with consumers.
When it comes to data capture, it’s important for businesses to recognise there’s an information hierarchy. Companies should not be too greedy in asking consumers for too much personal information. In our recent study into consumer attitudes around privacy, we found 3 in 4 consumers (77%) are unlikely to share their details if they are pressed for too much information.
When you’re starting a relationship with a customer it’s important to ask for just a little information only - often a name and email address will suffice. As the relationship deepens, you can consider asking for more information, but only at that point. Think of it like a personal relationship: you wouldn’t reveal everything at once or show that you knew everything about someone as that could be considered creepy.” Jodie Sangster, CEO ADMA
74% of marketers say marketing and IT are not strategic partners in their company – Teradata study, 2013
Key points:, ,
1. Review your audience segmentation to help determine what audience data you need, then prioritize to avoid data overload 2. Testing optimization generates very powerful data and is under-utilised by most companies 3. Consider your true data analysis needs before purchasing CRM software
Elcom whitepaper - www.elcomCMS.com Chasing Engagement - Part 2 Page 13 4. Use data carefully - there is no magic bullet
The end goal of data capture is to enable personalization, and demonstrate you understand what your audience wants. But get the message wrong or contact people in ways other than their preferred channel and be prepared for consequences.
Research conducted by US-based company, Marketing Sherpa, in 2013 found that 63% of consumers would either consider ending or definitely end a brand relationship because of irrelevant messaging, while a study by ADMA in 2014 found 70% of people were unlikely to share information with a company if they have sent unwanted marketing multiple times.
Yorgos Moschovis says there is only one rule if you want to have a personalized conversation with a customer, and that is the customer must be in control of it.
If someone wants to have a conversation with you that is when you start it. If Consumers decide they want to have a conversation with you in the middle of the night you must be available. Your website must be operational 24-hours a day. If you aren’t there when they want to talk to you, they will go to Facebook and have a conversation with the whole world about how you weren’t there. Proactive isn’t everything (that could be ‘creepy’), be instantly reactive and listen. That is the ultimate engagement.”
In a different study conducted by ADMA and Australia Post in 2013 that looked at Australians’ views on advertising and channels for interacting with businesses, social media advertising was considered ineffective by 52% of the 6651 respondents, with similar results for online display advertising.
The key message is that enhanced measurability of digital advertising does not necessarily translate into greater effectiveness. Targeting individuals online is increasingly easy to do and simple to measure, but Moschovis recommends it is not done in isolation.
“You must consider timing and content alongside targeting. If you start ignoring some elements [of marketing practices] in favor of others you will get less value from the exercise. You can have a great targeting program but not a lot of understanding about how to contact the customer and via what device, or mismatch content. Customers also must have the ability to back out, which is hard to do with targeted digital messages. Even if you target well and have the right message, are you sure you are reaching that person where and how they want to be reached? Targeting must be relevant to the individual, which means the right moment and the right channel. If you do not have this context you should not target because it can have a negative impact.”
Elcom whitepaper - www.elcomCMS.com Chasing Engagement - Part 2 Page 14
The trend towards automated targeting is even more precarious, especially if it is not being monitored simultaneously in context with external events. Companies need to weigh up the benefit of automation against the potential impact of making assumptions using inaccurate data.
“There are big risks to automated targeting. If you aren’t monitoring what else is happening and fully automate on weak inferences you can get into all kinds of trouble,” Moschovis warned.
The automated advertisements for Malaysian Airlines’ ‘Bucket List’ campaign that ran on news sites next to stories about their ill-fated flights and led to further brand damage are a primary example of how automation can go wrong.
Key points:
1. Targeted advertising may be easier to monitor but it does not always translate to greater conversions 2. Regardless of what you know about an individual, people need to retain control over when and how they converse with your company 3. Be aware of the risks of automated targeting
Elcom whitepaper - www.elcomCMS.com Chasing Engagement - Part 2 Page 15 5. Be aware the data capture landscape is changing
Privacy concerns remain at the forefront of debate about data-driven marketing, particularly in relation to social login.
“Social login gives businesses access to extraordinarily rich demographic and psychographic data from their customers’ Facebook and other social network accounts that they can’t get anywhere else. This includes a user’s location, interests, hobbies, purchasing habits, cultural tastes, and even political views—as well as those of everyone in his or her social network,” Larry Drebes said.
“Websites, in turn, have a responsibility to state clearly up front exactly what personal data they are asking users to share—and what users will get in return. There should be no surprises like those that hit some Groupon users recently when they discovered that their purchases were being posted to Facebook without their knowledge, for the whole world to see.”
A study conducted by market research firm, Toluna, of 1000 people in the US earlier this year found that most still don’t get online privacy and data security, with less than half surveyed describing their understanding of the issue as “good” and 62% saying they are more concerned about online privacy now than in the past. About a quarter (26%) admitted they know little to nothing about online data use while 44% said they are not in control of their information on the internet.
However, in line with findings from other studies into privacy and trust, the majority of those surveyed understood that providing personal data can improve their online experiences. Most respondents felt happier about the use of their information if they were asked for permission first, while 66% were happy for brands to use their information to serve relevant discounts and loyalty rewards.
Privacy laws
In Australia, privacy legislation was tightened in March 2014 and companies risk fines of up to $1.7 million for breaches. The main changes included a redefinition of ‘personal information’ and additional rules relating to sensitive personal information. There are now 13 privacy principles, which cover data collection, use of personal data, integrity of data, and access and correction.
Elcom whitepaper - www.elcomCMS.com Chasing Engagement - Part 2 Page 16
In an overview of the changes, ADMA highlights that data refers to anything that can identify a person, even if you don’t know their name. This includes cookie information that identifies a single user.
“Note that information that you collect which is anonymous may also be considered personal information if you intend to combine the anonymous information with other information that will identify the individual. Similarly, if you collect anonymous information that is likely to be combined with personal information (whether or not there is an intention to do so) you will need to treat that information as personal information from the beginning.”
Source: Attitudes to Information Sharing, Privacy & Trust 2014 Report, ADMA &GfK
“If you want to avoid anonymous information becoming personal information you will also need to provide added protections to prevent that from happening. You can choose to put a policy in place to prevent the anonymous information from being identified, use encryption or passwords to protect data, or implement similar processes to reduce the risk of re-identification.” Otherwise, information should be treated as if it is personal information.
Elcom whitepaper - www.elcomCMS.com Chasing Engagement - Part 2 Page 17
“Organisations must have a clearly expressed and up-to-date privacy policy that is reviewed regularly. Staff should understand what the privacy policy means in practice, and be trained to implement it.”
“Organisations collect data in very sophisticated ways. The technology has moved faster than the laws, which were developed some 20 years ago. The legislation was changed in March 2014 to ensure the law and the ways organisations are using data are more aligned.
The Australian privacy laws have been in place for several months now. Marketers can keep up to date on any changes by contacting the Australian Information Commissioner www.oaic.gov or by getting in touch with ADMA (www.adma.com.au). The industry association acts as a focal point to collate, analyse and distribute all changes in the law from government and regulators as well as the legal adaptations to technological developments.” Jodie Sangster, CEO, ADMA
New trends
Source: Attitudes to Information Sharing, Privacy & Trust 2014 Report, ADMA &GfK
Consumer empowerment is also influencing the landscape and the future of data capture. A new initiative launched recently in Europe, the US and Australia called The Respect Network, is the only global data- sharing networking that has been built with consumer privacy at its core. It describes itself as “the world’s first global private network of personal and business clouds,” with a purpose of enabling members anywhere in the world “to share sensitive private data over trusted private connections just as easily as they can share data publicly on social networks like Facebook, Twitter, LinkedIn and Google+ today.”
Elcom whitepaper - www.elcomCMS.com Chasing Engagement - Part 2 Page 18
In principle, consumers have control over their own data including who sees what, when and for how long. Companies that join the network use can use it as an alternate social login for customers, but must agree to the terms, which support consumers’ complete revocable rights.
Ahead of its launch in Australia in July 2014, Respect Network CEO Drummond Reed told The Sydney Morning Herald the ‘Respect Connect’ button that would appear on the websites of participating companies and enable people to login the same way as they would with their Facebook or other network details.
“Some very large businesses, like the New York Times, have taken down their Facebook login button because it is raising too many concerns about privacy,” Mr Reed said. “Businesses want to make it very easy for a consumer to connect, but they are looking for an alternative [to Facebook] that does not have the privacy issues and the intermediation issues of having a social network as a middleman - and that is what we are offering them.”
While still very much in its infancy, such consumer-centered networks of personal and business clouds threaten to impact how much data social networks can collect and how businesses rely on social networks for data mining.
Atlas to revolutionize message targeting
Digital advertising is about to be revolutionized once more with the launch of Facebook’s improved Atlas ad server, giving companies the ability to target messages in an unprecedented way. The social network giant will unveil what it calls “people-based marketing” in October 2014, which combines ad serving, analytics and in-depth knowledge of its 1.3 billion users outside of the Facebook website. Described by some as ‘marketing nirvana’, the targeting capabilities of Atlas will are expected to rival the powers of Google, which currently dominates digital advertising.
Key points:
1. Familiarize yourself with local privacy laws in any markets your company operates in as they are constantly changing
2. People are more likely to share personal information when they are told how it will be used
3. Keep abreast of new technologies and alternates to social login and monitor consumer sentimenttowards different options
Elcom whitepaper - www.elcomCMS.com Chasing Engagement - Part 2 Page 19
11. Additional Info
Who is Elcom?
John Anstey founded Elcom with the vision of developing a modular Enterprise Web Content Management platform for Websites, Portals, Online Learning, Intranets, Social and Mobile solutions. elcomCMS is used by medium and large enterprise organizations when the timeline, risk and costs are critical. Elcom is a Microsoft Gold Partner with many successful implementations around the world including: Hyundai, Kia, Target (Australia), Austrade, Lego Club, Volkswagen, Fairfax, Orica, British Paints, Emerson Power, Kaiser Permanente, Hormel Foods and more: http://www.elcomcms.com
References
Christian Bartens, CEO & Founder Datalicious Yorgos Moschovis, data and analytics expert Jodie Sangster, CEO, ADMA 2013 Teradata Data-Driven Marketing Survey, Global report – Teradata: Connecting with the “Connected Customer” http://business.nab.com.au/online-retail-sales- index-monthly-update-june-2014-7403/ www.theguardian.com/media-network/media-network-blog/2014/feb/03/social-login-privacy-personalisation- facebook www.forbes.com/sites/forbesleadershipforum/2012/02/28/how-social-login-is-changing-business-and- your-privacy 2014 CRM for Small and Midsize Businesses report, Gleanster - www.gleanster.com/gleansight/2014-crm- for-small-and-midsize-businesses www.adma.com.au/connect/articles/top-ten-data-capture-tips/ Report by ADMA and Australia Post (2013) - Creating connections that matter: How Australians want to hear from brands Report by ADMA and GfK (2014) - Attitudes to Information Sharing, Privacy & Trust ADMA Spotlight on Privacy Series (2013) - www.admaknowledgelab.com.au/compliance/ compliance-help/general/data-and-privacy/codes-and-guides/spotlight-on-privacy-series-i- summary/download
Elcom whitepaper - www.elcomCMS.com Chasing Engagement - Part 2 Page 20
Janrain Social Login Trends Report Q1 2014 – http://janrain.com/blog/social-login-trends- report-q1-2014/ Social Login Continues Strong Adoption, 2014 – http://janrain.com/blog/social-login-continues-strong- adoption/ “Consumers Buffeted by Security Hacks, Still Don’t Understand Data Privacy” –www.adweek.com/news/ advertising-branding/consumers-buffeted-security-hacks-still-dont-understand-data-privacy-157330, April 2014 www.respectnetwork.com “Respect Network puts users in control of their personal data – and in the money” - www.smh.com.au/ it-pro/business-it/respect-network-puts-users-in-control-of-their-personal-data--and-in-the-money- 20140707-zsv9h.html “Facebook’s new people-based ad technology is marketing nirvana” - www.adweek.com/news/ technology/facebooks-new-people-based-ad-technology-marketing-nirvana-160438 www.prescientdigital.com/services/intranet%20services/intranet-roi-measured-benefits
Elcom whitepaper - www.elcomCMS.com Chasing Engagement - Part 2 Page 21
Disclaimer
This whitepaper has been produced to share knowledge and insights regarding the topic of “Chasing Engagement: Data Driven Marketing”. The recipient acknowledges that these comments and projections reflect assumptions by Elcom Technology Inc. and the expert opinions we have interviewed or referenced, concerning the topic, which may or may not prove correct. Elcom Technology and its respective directors and officers expressly disclaim any liability, representations or warranties express or implied contained in this whitepaper or any omissions from it. This disclaimer extends to any other information whether written or not, provided at any time to a client, partner, or member of the public by or on behalf of Elcom Technology Inc. © Elcom Technology Inc. 2014 All trademarks mentioned in this document are the property of their respective owners.
Contact Details
If you have any questions pertaining to this whitepaper and the topics discussed in this document or would like a demonstration of the elcomCMS product, please feel free to contact us on the details below:
Elcom - Enterprise Web Content Management System
Asia Pacific & International
phone: +61 2 8064 0999 email: [email protected]
North America
phone: +1 415-906-5150 email: [email protected]
Elcom whitepaper - www.elcomCMS.com