Introduction to Marketing Intelligence

Introduction to Marketing IntelligenceAdding Real Value to Your Marketing Departmenthttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledEvery week, I have to go to a gun fight, the senior executive leadership meeting, and I am tired of going to a gun fight with a knife.http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledMarketers are struggling with their budgets and are constantly being asked to do more with less.http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledFor marketers, the challenge of providing concrete results is amplified since brand and awareness are fuzzy and are not directly related to sales revenueshttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledDuring this course, I will give you examples of 252 companies that make up over US$ 53 billion of annual marketing spendinghttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledMarketing Intelligence Framework

http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledSome Food For Thoughthttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabled55% of the marketing executives surveyed reported that their staff does not understand essential marketing metricshttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabled80% of organizations do not use marketing intelligencehttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledWhat you will learn in this course is that this can all be changed without a major investment in time or resources by focusing on measuring the right metrics in the right wayhttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThis course is intended for anyone in marketing who wants to significantly improve their marketing performance and justify marketing spendinghttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledNow, we could talk about the 50 to 100 metrics applicable to marketing, but I will talk about 15 that are really importanthttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledI will teach you how to use these metrics to quantify the value of marketing and radically improve marketing performancehttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledWhy is marketing intelligence so difficult for many organizations?http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledReasons range from we dont know how to the challenge that branding and awareness marketing activities are fuzzy and dont directly impact sales revenues in a short time periodhttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledInternational Data Corporation (IDC) estimates that data storage is growing at 60% annually, which tells us that stored data is doubling every 20 monthshttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe Different Scopes of Intelligence

http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe Marketing Dividehttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledA Story of 3 Electronic Retailers

http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledOne day, the CMO of Best Buy was asked Who is your primary competitor?http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledYou would think that he would answer Circuit City, but instead he said Wal-Marthttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledWhat?!?!Walmart?http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledWal-Mart is the worlds largest retail chain; and with amazingly efficient supply chain and economy of scale, driving price and margins to the bare minimumhttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledBut why not Circuit City?

He said They just dont get it.http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledCircuit Citys marketing strategy was to constantly run sales. Yes, this drew customers to the stores and drove sales revenues, but competing with Wal-Mart running sales actually lost the business money negative profitability!http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledCircuit City went bankrupt and was liquidated in January 2009http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledWhy is Best Buy different? How did it survive?http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledA significant amount of the marketing budget is spent on demand generation marketing designed to get customers into the storeshttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledBut Best Buy spends more money on branding, CRM and infrastructure to support Marketing Intelligencehttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledBest Buy also keeps score measuring the results of marketing initiatives to optimize its marketing activitieshttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledBest Buy marketers analyze customer purchasing characteristics and demographics on a store-by-store basis.http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledHow did that help?http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThey identified one segment in certain geographies that they called Jillshttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledJills are soccer moms who may be working but also run the family. She also makes the primary electronics purchasing decisions for the householdhttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledHow did the Jills help Best Buy?http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledBest Buy customized the marketing in specific stores where there were a significant number of Jills in the surrounding populationhttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThis meant specialized in-store advertising, direct mail and changing the product mix to appeal to them, which lead to a large percentage increase in these stores sales revenuehttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledMarketers that get marketing have a competitive advantage and those who do not gradually lose market share and/or profitability until they are swallowed by competitors or go out of businesshttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledSome Statisticshttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThere is an existence of a divide between market leaders and followershttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledWhat Do We Know From Our Research53% of organizations do not use forecasts of campaign return on marketing investment (ROMI), net present value (NPV), customer lifetime value (CLTV), and/or other performance metrics57% do not use business cases to evaluate marketing campaigns for funding61% do not have a defined and documented process to screen, evaluate, and prioritize marketing campaigns69% do not use experiments contrasting the impact of pilot marketing campaigns with a control group73% do not use scorecards rating each campaign relative to key business objectives prior to a funding decision.http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledA majority of marketing organizations do not have professional processes in place to manage marketing and that most do not use marketing metrics in their day-to-day marketing activitieshttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe divide is even more pronounced when we look at marketing organizations use of datahttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledHow Marketing Uses Data57% do not use a centralized database to track and analyze their marketing campaigns70% do not use an enterprise data warehouse (EDW) to track customer interactions with the firm and with marketing campaigns71% do not use an EDW and analytics to guide marketing campaign selection80% do not use an integrated data source to guide automated event-driven marketing82% never track and monitor marketing campaigns and assets using automated software such as marketing resource management (MRM)http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe goal of this course is to give you transparent metrics, tools, examples, and a road map to actually do data-driven marketing and apply marketing metrics in your organizationhttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe MetricsAnd Why They Are Important To Marketershttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledHalf the money I spend on marketing is wastedthe problem is I dont know which half.- John Wanamakerhttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledHalf the money I spend on marketing is wasted, but today I know which half: TV advertising.http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe Metrics That WorkNon Financial MetricsBrand awarenessTest-driveChurnCustomer satisfaction (CSAT)Take rateFinancial MetricsProfitNet present value (NPV)Internal rate of return (IRR)PaybackCustomer lifetime value (CLTV) http://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe Metrics That WorkNew Age Metrics (Internet Metrics)Cost per click (CPC)Transaction conversion rate (TCR)Return on ad dollars spent (ROA)Bounce rateWord of mouth (WOM) (social media reach)We will have an in-depth discussion of Internet marketing best practicesGive multiple examples of how to use the Internet to radically improve marketing performancehttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabled2008 Porsche Turbo Cabriolet New Product Launchhttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabled

http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe Product Launch

A stamped raw metal plate was delivered to existing Turbo Cab owners to coincide with the press announcement of the new product launchThe mailing provided personalized log-in credentials and encouraged visits to the web site with: The raw Porsche 911 Turbo Cabriolet awaits your color selection.On the web site, the customers chose their favorite color and ordered a personalized Turbo Cab posterhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe Product Launch

The design of the campaign, integrated with the Internet web site, enabled end-to-end trackingThere were 2,700 unique log-ins with an average session time of almost 15 minutes, and 5,670 posters were orderedInterestingly, there was also a significant WOM component, with nearly 500 send-to-a-friend invitationsThe campaign overall had a 30 percent response rate, and 38 percent of Turbo Cab buyers during this period received the mailerhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe Product Launch

The response rate and time on site is truly amazing given the high cost of the product - $130,000 Target demographic: busy executives, lawyers, and doctors. This example is that the direct-mail marketing was designed for measurement and was integrated with the Web, enabling the capture of customer response data and identifying potential leads http://emagine-group.comBrand Focused, Socially Active, Digitally EnabledCustomization and marketing intelligence can have a significant and measurable performance impact for both small and large firmshttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledDuPont Tyvek HomeWrap &NASCARhttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledDuPont Tyvek HomeWrap

DuPont Tyvek is a well known US brandThe product is successful because of the innovative properties of the product and the marketing strategy that DuPont usedTyvek has a unique property that keep liquid water from passing through making it extremely durableTyvek is used in packaging, protective apparel, envelopes, covers, graphics and home constructionIt is extremely useful in the construction industry where it is wrapped around the building frame to keep mold and mildew out while protecting homes & buildings from water damagehttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabled

http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe Challenge

Marketing Intelligence and marketing metrics start with the principle of keeping score for all major marketing activitiesThis is challenging, since the advertising is designed to brand Tyvek by creating awareness for the product and an emotional attachment that your home is safe with TyvekIn addition to the print marketing, DuPont used the sponsorship of Jeff Gordon in NASCAR.http://emagine-group.comBrand Focused, Socially Active, Digitally EnabledNASCAR

NASCAR is an extremely popular sport in the United StatesIts also very interesting from the marketing perspectiveIt is the #1 in-person attended sporting event and the #3 most watched sport in the United StatesAlmost 80 million people regularly watch NASCARCombined with F1, auto racing is the #1 live event in the world todayhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledJeff Gordon

DuPont also sponsors Jeff GordonHas won the NASCAR Championship 4 timesESPN rates him the 8th most recognized sports figure in the United Stateshttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledCar Branding

http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledActivation Campaign

Campaign included painting Jeff Gordons car with a Tyvek TV panel on the back for a race in Kansas & TV advertising blanketed the Kansas area during the race to build customer awarenessPrimary focus of the campaign was on three groups:RetailersBuildersSpecialists in Constructionhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe Poster Sent to Distributors

http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe Offer

The offer was for an ultimate race weekend luxury box for the race and opportunity to actually meet Jeff GordonAwards went totop 24 retailers across the country who sold the most DuPont productstop 24 builders who bought the most DuPont productstop 24 specialists who signed up the most new and existing retailershttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe Results

438 retailers signed on202 new and 236 existing186% sales increase during the promotional periodhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe Weakness of the MeasurementA weakness of the marketing measurement was that the impact of the brand and awareness component of the marketing was not captured particularly wellTyvek logo that is visible on all new construction that uses the Home Wrap productThe following was posted on the www.NASCAR.com blog:http://emagine-group.comBrand Focused, Socially Active, Digitally EnabledMy favorite NASCAR memory includes our favorite driver, Jeff Gordon, and my son, Logan. When Logan was two, we would drive by new housing developments and he would tell us which houses were Jeff Gordons. http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledWe didnt put it together for a couple of months, but every time we would walk by or drive by a new housing development Jeff Gordon almost always had a house there. http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledFinally, we realized our two-year-old was matching the DuPont Logo from Jeff Gordons racecar with the DuPont House Wrap logo (Tyvek) on the new homes. Kudos to DuPont for its brand.http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe takeaway is that the Tyvek Home Wrap campaign primary objectives were designed to be measured; DuPont marketing was keeping score, and the pre-post change in number of pallets shipped justified future marketing investments.http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe Difference Between Leaders & Followershttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledIf you ask CMOs how they spend their budget, you most often hear the percentage spent on TV, print, Internet, direct mail, telemarketing, and so on.http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledBut this breakdown is not particularly useful, since it does not tell us what these organizations actually do with their money.http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledWhat is the intended outcome of the marketing?http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledWe want to know what marketing investments are actually intended to do or achieve?http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledWe define 5 buckets of funding based on achieving different goals and objectives such as demand generation, branding/awareness, customer relationships, shaping markets and infrastructure.http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe 5 Buckets in DetailDemand Generation marketing activities to drive revenues in a relatively short time period after the campaignSales, coupons and eventsBranding & Awareness marketing activities drive awareness and can include sponsorships, naming rights to events or properties, and advertising specifically for awareness, not promoting an upcoming saleCustomer Relationships marketing focuses on creating a personal link to the customer that drives loyalty and engagementThank you notes after purchase and loyalty programs such as concierge shopping serviceshttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe 5 Buckets in DetailShaping Markets activities designed to make the market more receptive to your products or services, through 3rd party recommendationsAnalyst relationships for B2B firms and social media blogging to influence perceptionInfrastructure investments into technology and training to support the marketing teamEnterprise Data Warehousing (EDW), analytics and marketing resource management software to support marketing intelligence functionshttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledHow Do Marketers Allocate Budget?

http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe Difference Leaders & Followers

http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe Difference Leaders & Followers

http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledWhat Do We Know?The Marketing Divide Is Real!There is a Significant Difference Between Leaders & FollowersLeaders spend less on demand generation marketing and more on branding, customer relationships, and infrastructure to support marketing intelligenceLeaders have processes in place to optimize marketing management its not done ad hocLeaders have significantly better sales growth and financial performance compared with the followersAnd no surprise, key marketing processes of leaders include metrics to keep score and marketing intelligencehttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledUsing Metrics to Deal With Hard Economic Timeshttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledWhen the economy gets tough, senior managements reaction is to aggressively cut costs but they use a hatchet instead of a scalpel causing significant impact on both short and long-term performancehttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledMarketing may seem like an easy cost-cutting target due to the difficulty with which its returns are quantified but when you understand the link between investment into marketing and performance during and following a recession.http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledIn a study covering 16 different industries from 1980 1985, results showed that firms that maintained or raised their advertising expenditures during the 1981 1982 recession averaged significantly higher sales growth during the recession and the three years after.http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledBy 1985, sales of companies that took an aggressive advertising approach during the recession had risen by 256% over those who lowered or failed to maintain their advertising spendinghttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledIn the 2001 technology industry recession, Intel invested $2 billion in new chip manufacturing facilities and aggressively marketed new dual-core technology in order to grab market share from competitor AMDhttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledIn 2008, three years into a recession in construction, Johnson Controls rolled out a new ad campaign continuing its Ingenuity Welcome effort. The campaign, which included significant print and online advertising, demonstrates Johnson Controls efforts to build energy-efficient environments for customers. http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe First Step Defining the Marketing Intelligence Strategyhttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe Framework

http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledKnow Yourself Figure out which data are important using the 80/20 rule: ask what is the 20 percent of data that will give 80 percent of the value?http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledKnow Your Customers Fine-grained segmentation, which then leads ultimately to customer targeting and data-driven marketing activities.http://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe Closinghttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledIn 1974, bar code scanners were introduced in retail, and for the first time this enabled the tracking of individual consumer product purchases at the point of salehttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThis technological innovation spawned marketing science, the idea that marketers could quantify marketing using analytic principleshttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledToday, the Internet and cell phone networks are enabling the next leap in data collection of customer interactions with marketinghttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledNow is the best and most exciting time to be in marketinghttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally EnabledThe new data-driven approaches and infrastructure to collect customer data are truly changing the marketing game, and there is incredible opportunity for those who can act upon the new insights the data provideshttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabledhttp://emagine-group.comBrand Focused, Socially Active, Digitally Enabled