Simon Butler, Sales & Marketing Director at NetXtra presented on ‘Making Data Work’. Simon encouraged us to focus on data in context and how it work digitally to improve The Four R’s:
- Your organisations Responsiveness
- And to Relieve overburdened resources from ‘business as usual’ processing tasks
He extolled the virtues of providing a personalised experience as it is something that contemporary web users expect as standard from their online interaction with other channels from Amazon to ASOS. He also highlighted how using only 3-4 data fields (name, geography, age, job title) we can achieve reach, resonance and results way beyond the generic.
Drawing the analogy between our web presence being akin to a sweet shop in a veritable mall of other confectionary stores, Simon encouraged us to identify what our visitors need from us. Harnessing the power of the data we hold on those that connect with us enables us to tailor their online journey serving a personalised experience for a simpler more time efficient journey.
Simon displaced the top spot ‘content is king’ mantra with ‘context is king’, encouraging marketeers to return to their AIDA roots (Attention, Interest, Desire, Action) extolling us to consider the context for our activities;
- Who is it for?
- Why do they want it?
- What will be their next step?
‘The Holy Trinity’ of data systems Simon described as CRM integrated to CMS with CRM being ‘The Daddy’ that facilitates everything else when integrated with your website. Simon encouraged us to consider the merits of marketing automation platforms and what benefits they might provide our organisations with in terms of bettering our digital campaigns and communications when aligned with our organisations.
Speaking on alignment Simon went one step further in describing how an organisations website needs to be aligned as a ‘backbone’ collecting data to facilitate activities including rule-based automation such as follow up emails. He spoke about using integration to bring together a single view for our users and how through effective use of their data we can tailor their experience as an audience ‘type’ giving an illustrated example of a strategic engagement plan.
To bring us in to land, Simon gave us his 6 keys to data success;
- Structured approach
- Segment, Segment, Segment
- A/B and multivariate testing
- Content relevancy
- Bring systems together to create a single customer view
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To find out more about previous events;
Click here to read Michael Hoare's article in Association News on the 27th June Breakfast Club with some fantastic feedback from Dan Nimmo, Communications Manager at the Institute of Biomedical Science.
Click here to read the Association News article on the March event along with some lovely feedback from Sarah McCandless, Senior Patient Relations and Engagement Manager, at Cancer Research UK.