Leveraging big data to drive cross media campaigns provides print, specifically direct mail, with a chosen seat at the marketing table. Using data, marketers are able to deliver more relevant experiences to target audiences—i.e. personalization—to drive up response rates, resulting in happier...
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Data is a very integrated, eco-system, says Grichmanoff. It tells you your customers’ previous history, who their competition is, the economic health of the region being targeted, the ability of the population to buy your customer’s product, even the demand for your customer’s product.
In its study on personalization, InfoTrends found that data management and analytics investment is poised to grow at a rate of 24 percent in the next two years.
“When the client comes in and you can work with the nuances of data to drive a campaign, then cross media becomes a thing of beauty,” says Grichmanoff.
In fact, says Grichmanoff, “it doesn’t matter what the canvas is delivering the message. It can be print, email, mobile—what matters is what the message should be (how to personalize that message), and that is where analytics comes in.”
The data available today allows marketers to design campaigns based on how the end customer will respond to a specific message. “For some segments, websites will work, for others, print will work better,” explains Grichmanoff. “But you need that initial layer of data to show you who the customer is—to understand their actions. This level of understanding is paramount for cross media.”
For JSA, a leading American Nonprofit Organization that recruits and prepares high school students for college and life-long civic involvement, SmartGuys Analytics embellished existing client data with enhanced data of approximately 100 variables, allowing SmartGuys to model and understand the drivers of response and conversion. Using conventional methods, previous marketing campaigns tracked at 0.3 percent; using the enhanced data, the response rate jumped to over 15 percent.
Even as the objectives of marketing remain the same—finding out which customers need what and deliver it to them—using big data and cross media, the way that message is delivered has completely changed.
What the savvy marketer gets, is that “if you have the wrong message, it doesn’t manner how many different channels you use, you still have the wrong message,” says Grichmanoff.
We’ve Got a Long Way to Go, Baby
For printers, one of the challenges associated with data-driven cross media campaigns is that it requires a paradigm shift. “You can’t think of a customer’s marketing campaign in terms of running that one job-- it’s a print run, it’s one job, it’s a single instant of time,” says Grichmanoff. “With big data, by definition, it’s a complex data structure—the data is interrelated, it spans time and dimensions. It’s built on historical patterns.”
Adds Grichmanoff, “ It comes down to understanding the nuances of the client’s marketing plan and their data, and then taking that data and gleaming the info out of that data, and finally, leveraging corporate communications using that data across all channels.”
Not just for the print job today, but over a period of time. The data, for example, may span two years worth of effort. When you are talking about big data, you are talking about historical patterns.
Steps in Gathering Big Data
You need to know how to:
- Identify and gather relevant data about customers and prospects
- Transform raw data into accessible marketing information
- Apply statistical techniques to databases:
- Analyze behavior
- Isolate market segments
- Score and rank consumers in terms of predictability