Video on Demand

Free data tools available and a scientific approach to writing content.

• Data Science vs. Big Data Analytics. Data Science is a practice that you can apply to anything big or small. Big Data can provide a higher level of accuracy.
  • Tools. Must be free or have a free tier. Must have widespread users so you can participate in a community. Must be easy to use.
  • WatsonAnalytics.com – IBM’s predictive analytical platform.
  • Rstudio (Cloud) Coursera has a free class
  • BigML
• Why combine digital marketing and data science? There is a massive explosion of data and marketing technology. Gardner survey 90% of organizational data goes unused.
• It’s all about timing right message, right time, right context.
• 1. Customer segmentation and journey analysis. What if I could define particular criteria for a very targeted consumer group. 2. Marketing campaign propensity. Understand the journey of your customer. 3. Content marketing optimization. Viral content. 4. Predictive attribution. 5. Churn and burn
• 6 steps on how to apply data science. 1. Prepare your historical data. Buzzsumo, type keyword will list all the content with all the shares and more info. Download it into CSV format. Or use Google Chrome Scraper plugin. 2. Watsonanalytics. 3. Upload and analyze and look at initial patters. Ask interesting questions. What is the most popular blank. Charts and graphs. 4. Select the prediction criteria. Then you land on the prediction dashboard. And you’ll see the prediction accuracy. Focus on these things and you’ll get highly popular content. Drill down to prediction charts. Gives stats about categories and word counts, keywords, etc. Scientific approach to writing content. Flow charts will show the sequence of the popularity. Initially it was brainstorming. 6. Datacrackle.com

In sales, if I can get there first, I have a 1:3 to 1:2 chance of getting that business. We must adopt new technologies that allow us to redefine getting there first and provide the opportunity to influence their expectation.

• Proximity Marketing is location based, provides real time engagement, and helps catch an inbound marketing lead at near-zero point of decision making.
• Bluefield, Bluetooth RFID. – Some are very segmented. Very limited in adoption.
• Keep the adoption rate high. Qualcomm LTE Direct. 1. Universal application. In 2018 (similar to Bluetooth) it will be on all devices, 2. I can engage with others Wi-Fi independent 3. and no battery drain.
• This provides a new definition of responding first, provides potential to influence their expectation. Expect more competition. Generic messaging won’t be able to compete.
• Messaging should be relevant, have added incentive and a call to action.

Five years from now what will digital marketing look like? Today, data that doesn’t have email has little or no value. Similarly, moving forward, data not linked to social profiles will have almost no value.

• When a new media emerges, history repeats itself. Smart companies learn from history. Direct mail, email, marketing automation.
• Marketing should build an asset not just be a process. Collect data early and build data assets even if you’re not ready to put it to use. Think about the next generation and try to prepare to communicate with them.
• Is big data from social media the future? Will social media replace email to the extent that email has replaced direct mail? Email won’t go away, direct mail has not.
• Data in most databases include demographics. Social media profiles tend to be much richer and include info like personal interests, schools, etc. And it’s self-reported in that it’s very accurate and detailed
• Include social profile links and connections in your ask. Use social logins.

This is not new, but it is vital. Enter the world with a Pay It Forward mindset and have the objective to serve first. Build real partnerships, a loyal fan base, and a community. This will put you in a place none of your competitors can touch because people want to help you. Do it authentically from a good place and good things will happen.

Mobile is not an option. It isn’t just about content consumption it is becoming the remote control to the physical space. Build trust by getting permission and delivering value. We have so much content and data that we need to think more about algorithms and smarter content.

• Adobe experience manager & adobe marketing cloud helps take great content and reach audiences that matter. Passionate about delivering technology that helps build digital experiences.
• Strategy Analytics, October 2014: 35 billion connected devices estimated to ship in 2020. Half of the devices in the next five years that will be available haven’t been created yet.
• Connected wearables, cars (turns into a living room), homes (meters are the rage at the moment. Consumer Reports article about privacy and connected devices.
• Where are we in the journey, innovate meaningful real-world applications. We need to rethink today to prepare for tomorrow.
• Smartwatch gives insight into what’s holding back adoptions. Burberry is melding physical and digital to create a truly personalized experience. John Lewis Partnership enhancing in store and online customer experiences -> Localz, a startup focused on location based. BMW Drive now, will let them unlock cars around London and rent them out. Disney My Magic+ Band looks to reinvent the resort experience. Those are examples of how people are looking at digital experiences beyond.

What does that mean in terms of our investments? 1. Mobile is not an option. Precursor to internet of things. It’s not just about content consumption or as interactions. It is becoming the remote control to the physical space. How do you build out the app out that way? 2. You can’t build a business on anonymity. Build trust by delivering value. Don’t do the tactic without understanding value to the customer as well as their fears. Use this to drive demand. Convenience, preemptive customer service, shared customer insights. Permission is everything. Consent. Just because you can doesn’t mean you should. Think about more unique things you can do. 3. You need smarter content and data that takes action. This is about algorithms. We have so much content and data that we actually need smarter content. The ability to have tech that gives you insights about big data and to the point that it can also do those actions for you.

Own your search results and your social profiles. Create a strategy and a balance around curating and creating content. Target specific people you want to follow, become an active fan, and use social media to creatively build relationships.

• Own your personal brand. Own your search results create a website or blog. Who are you what makes you unique. Own your social profiles and secure vanity url’s. Own your face – have a recognizable profile picture. Name to face recognition. Own your reputation, voice & email address. Own the conversations about you, set up google alerts.
• Build your personal brand. Grow your community. You have three choices. Curate: constantly source and share relevant content. Creation: consistently create and share unique relevant content with your audience.
  • Hybrid: Create and Curate Mixture – 60/20/20 60 professional, 20 personal, 20 follow through with strategic. Create = find a niche do it better. Contribute = engage guest blog, comment. Compare = track progress. Commit. Jacob is known for social media tutorials, the social media minute.
  • Build Relationships: Become a fan, pick two or three industry role models. Be patient, start small, be consistent. Become a friend, provide value, initiate contact.
  • Building friends on Twitter: 1. Pick a target. Twtrland.com Talk with who that target engages with the most. 2. Secure your targets follow back. Find opportunities, comment, list them on twitter, attend their free webinars, support their latest podcast. 3. Convert your targets friend. Find them, engage them and get them to follow you. 4. Display social proof. Set up visual cues, pinned tween clear bio, professional pic, quality content sharing, mostly cosmetic. 5. Find targeted followers. Use follwerwonk.com, compare users, find overlap more likely to follow back. Find the overlap and not just random people. 6. Follow their followers.
• Leverage it and generate results.

Rethink how you approach website design. Consider applying growth driven design which will minimize the risk and allow you to continuously learn and improve.

• Build a team, request a budget, plan out a timeframe. Start mapping everything out. Traditional design is riddled with risk for being over budget, costing more, launching a hypothesis, and we don’t validate it at all. It sits with little or no updates until 2 years later.
• Growth Driven Design 1. Minimize the Risk 2. Continuously Learn and Improve. 3. Inform Marketing and Sales. This is continuous improvement.
• Phase 1: Strategy. Starts with goals and personas. Then we look at analytics. Where are they interacting and dropping off. User experience research. How can we best serve our customers. What is the strategy of each individual page. Goal is to create a brainstorm wish list. 70-150 things you want on the site.
• Phase 2: Launch Pad Website. What are 20% of the list that makes 80% impact. Nice haves vs must have. Then go thru the normal stuff, UX, wireframe, design, etc. Simple UX testing to make sure we’re moving in the right direction. Setup Data collection to make sure we’re getting everything we need. Launch quick.
• Phase 3: Then we begin putting things in buckets and coming up with wish lists. Boosting conversation – user path, testing value props, split testing. Improve User Exp. – navigation, blog layout, UI, mobile. Personalize to the User – Personalization, by interests, by device, by previous actions. Build Marketing Assets – Tools, marketing resources, directories / listings, seo focused asset.
• For each action item, we will create a hypothesis statement. Persona doing an action, we changing x into y will result in z. We believe this to be true because of A. Expected Impact + effort required + metrics measured + definition of complete. Then you can start prioritizing by expected impact of H, M, L. Then you can go into continuous improvement. Every action starts with a user.
• Planning. Performance vs goals. Additional data or research to make sure that we should be focusing on these? Learn – from marketing and sales. Brainstorm prioritize. Growthdrivendesign.com: all the details on how to implement this at your company. Develop – All hands on deck. Set up validation tracking. Learn – validate or kill assumptions, publish results. Transfer – take what we learned to improve marketing and sales.
• Smaller cost, launch pad website, validated results, continuous improvement.

There is a ton of great data out there. Predictive Intelligence is based on the foundation of data. Intent data can be both inferred and direct. The key to this revolution is how you leverage it. Make sure that sales and marketing are aligned. Integrate the data into CRM systems. Create alerts and reports and automatic emails to sales.

• Intent Data
  • Inferred Intent Datanyze and HGdata they diagnose the back end of the website. They can tell you when a snippet gets put on the website. Tells you when a company starts using a particular product. Pitchbook and Cap IQ. Wants to know every single time a company gets VC financing. Bombora used to be the backend for 100’s of publishers.
  • Direct Intent. Wanted analytics and burning glass scrapes job posting sites. If you’re hiring a sales rep or implementing X that is of interest to us. Every day we have a dashboard of companies looking for it.
• Job Posting Data
• Technology Install Data
• Twitter Firehose Data
• Financing Events
• They created a dashboard on marketing automation. Tell just the companies who are doing the most research on X. These topics are broken into intent on specific products or services.
• Created a segment based on Bombora data and linked those to topics to companies in market database. 1k emails for 1 lead. 3 leads for 1 demo. 5 demos for one opportunity. 3 opportunities for 1 deal.15k emails to get one deal. This strategy gave 549 leads and then they emailed them highly personalized content. 3 closed opportunities in 60 days and put the largest deal in their history in their pipeline. Couple the data with TRUE marketing campaigns.
• Integrate it into CRM systems. Create alerts and reports and auto email to sales. Intent Data to add data to marketing automation to your CRM.
• Account based marketing. Treat individual accounts as a market in their own right. 10 rules. Listenloop can be done within an ad. Terminus can do specific targeting just within a specific group. Create 1 to 1 C level campaigns.

How do you establish yourself as an authority? Brands have to become publishers. Perhaps the whole goal is to “own the conversation” around something related to what you’re selling. The most effective strategy involves dismissing the intermediaries and owning the audience yourself. Don’t interrupt them with content they don’t want. Engage them with valuable content that intersects the needs of the brand and the audience. Encourage them to share your contagious brand stories.

• First, unearth your story platform. It’s not a tagline or a product descriptor, not external facing, and not what you tell your customers. It’s the single unified thought that should be apparent in every brand communication. It is the core narrative you want to deliver in every story.
• Beach Nut: This is not baby food it’s real food for babies. Content for commercials is different than the web content. Recognizably core narrative that is played out in an authentic way across multiple channels. These are not silo’d experiences. This is about building a tribe around your product.