There is a lot of pressure on CMOs these days to have a big data strategy. “Big data isn’t in itself the strategy,” says Paul Alfieri, Senior VP of Marketing at marketing software company Turn, “Big data is the enabler for a much richer, more personalized (product marketing) strategy.” In this episode of Moneyball for Marketing, we delve into what Paul calls an “audience first strategy” where the role of Big Data is to help build buyer profiles and then personalize product marketing across all of the various marketing channels through which those buyers interact with your brand. Highlights include:
- Audience first: At the core of Paul’s message is that data is not just for targeting and optimization— it should be the foundation of your product marketing, from which your creative and content flow. Data allows you to understand your buyer so that you can personalize the communications across all marketing channels with that buyer.
- Frank views: Kraft Foods needed to know which marketing channels had the biggest impact on sales of its Oscar Meyer hotdogs. Paul shares a case study wherein Kraft combined online data with offline data to determine the real impact that video has on hotdog sales.
- Sky high service: In another case study, we learn how Sky Television improved customer satisfaction and reduced attrition by segmenting buyer personas and interest categories. This allowed Sky to deliver product marketing on content that interested a particular buyer, while avoiding offers that were not relevant to that buyer.
- The ‘droids you are looking for: Paul shows us how accessing big data revealed to a German automaker that buyers of its sedans were three times more likely to have Android phones than the average netizen, and buyers of its SUVs were interested in Winter Sports. Then he shows us how they adapted their product marketing in response to those insights across multiple marketing channels.
Paul Alfieri is the Senior Vice President of Marketing for Turn, a marketing software company. Turn builds software that helps marketers find, understand, and communicate with their most important audiences. The company helps businesses like Kraft, Unilever, DirecTV, Progressive Insurance and others use data to build stronger relationships with their customers and prospects. Paul previously led marketing at Limelight Networks, a content delivery network; and held brand management and corporate communication positions at Motorola, where he won two Billboard music awards.