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Big Data

Big Data. LEADING edge for consumer acquisition and competitive advantage. Robert Skinner Country Manager, Australia / New Zealand eGentic Asia Pacific Pte Ltd / www.egentic.com/en Email: rob.skinner@egentic.com. Leading Edge: Consumer Acquisition & Advantage.

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Big Data

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  1. Big Data LEADING edge for consumer acquisition and competitive advantage Robert Skinner Country Manager, Australia / New Zealand eGentic Asia Pacific Pte Ltd / www.egentic.com/en Email: rob.skinner@egentic.com

  2. Leading Edge: Consumer Acquisition & Advantage • Acquiring relevant consumer data and producing actionable insights • Structuring workflows to optimise the use of data • Understanding the opportunities posed by targeted data to your organisation

  3. Online Lead Generation: Free Online Contests • Generate user interest • Free contests • Heavy online advertising Free onlinecontest • Collection of basic data • Name, age • Phone, email, postal address User data Legal opt-in • Collection of users opt-in • Permission to use data for direct marketing Profiling • Lifestyle Questionnaire • Demographic • Psychographic LeadGeneration • Clients offers • Check users interest in specific products or services offered by our clients including social media

  4. In 10 yearsfrom start-upto No.1 2001 2002 2003 2004 2005 2006 2007 2008 • Founded by Albrecht von Harnier (PhD) • Start: DE, AT, CH • Top-advertiser in the online world • Start: IT, FR, GB, ES, NL, PL, IE, BE

  5. In 10 yearsfromstart-upto No.1 2009 2010 2011 2012 • Start: SE, PT, DK • Founding of eGentic Asia Pacific Pte. Ltd. locatedin Singapore. Additional regions: AU, SG, MY, TW • 2010: • FoundingofeGENTIC North America Corp. in Miami, USA • Additional starts: NO, BR, AR, KR • 2011 • Start: NZ, HU, GR, FI, CZ, SK, TR • 2012 • Planned starts: JP, HK, CA

  6. Selected Clients

  7. Acquiring Relevant Data / Producing Insights • Acquisition • Data via Online Lead Generation • Every Day • Based on Targeted Criteria • Performance Based • Flexible / Caps • Quality control • Now What? • Test, test, test – think vs know • Target - “everyone”? (eg; charity relevancy) • Tailor

  8. You now have “claws and fangs”

  9. Structuring Workflows to Optimise Use of Data • What is success? – sale, sign-up, download, “like”? • Need vs want (future-proof) • How do you BEST generate success? • Manage resources / create and refine tools across channels • Funnel Effectively – eg; landing pages • Understand lifecycle and test new approaches? • “Bad Leads”?

  10. Optimising Workflow = No More Drunk Dialing

  11. Opportunities via Targeted Data • Tailoring Offers / Engagement - dynamic • Brand Relationship -> genuine • Feedback • Challenge Theories (remember to walk the floor) • Improve Product / Service • Improve Share / Average Spend (Life Stage) • ROI • Reward Performance

  12. Use targeted data to GROW!

  13. Leading Edge: Consumer Acquisition & Advantage • Acquiring relevant consumer data and producing actionable insights -> CLAWS AND FANGS • Structuring workflows to optimise the use of data -> DON’T DRUNK DIAL • Understanding the opportunities posed by targeted data to your organisation -> FORGET THE PAST, FOCUS ON NOW / FUTURE

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