DATA-BASED MARKETING

How much
Who is my marketing Any work
Audience? knowledge do experience?
they have?
 ‫بما االهتمام‬

WHY DO I CARE ABOUT YOUR DATA?

• Discussion point
HERE IS WHY :

• I want to know you better (Why?) So, I can ………………………………………..

• How many of you are visual? How many of you are auditory? How many of you prefer to
mix learning channels?

• Now, what is the best way of gathering data from you?

MEASURING
‫قياس‬

MARKETING
EFFECTIVENE ‫فاعلية‬

SS
‫يضمن‬

HOW MARKETERS ENSURE THE

EFFECTIVENESS OF THEIR
MARKETING ACTIVITIES
 COURSE OUTCOMES
5 ‫قادرة على المعالجة‬
Questions you will be able to address:

‫هل يجب ان‬

• Should we measure unit or revenue market share?
‫تتلقى‬
• Is our company receiving positive WOM?
‫مربحون‬
• Are all of our customers profitable?
• How much is the lifetime profitability of a single customer?
‫حقق‬
• Did our marketing activity ‫قوة‬
turn a profit?
• Are members
‫ اعالننا‬of the‫تصل‬
sales force productive?
• Is our advertising reaching customers?
• Are our paid search engine keywords working?
IMPORTANT DEFINITIONS
‫تعريفات مهمه‬

• What is data-based marketing?

• What is a metric?
• Why do you need metrics?
 HERE ARE SOME
EXAMPLES FROM THE
FIELD
8
BRITISH AIRWAYS “KNOW ME” PROGRAM

This isn’t strictly MME (it is employing Big Data) but a great example of the
“power” of data in driving better decision-making.
 9 BRITISH AIRWAYS “KNOW ME” PROGRAM II

• Largest UK Airline

• National ‘flag’ carrier

• Revs of £11bn a year

• Introduced “Know Me” program in 2014.

• Uses data about customers such as:

• First BA experience

• Delays elsewhere in the journey

• Club Membership tier

• Purchases in duty free

• Sends customer service staff the information by text message.

 • Can be used so that those customers are given: 10
• Special treatment (unsatisfied service isn’t perpetual)
• Upgrades
BRITISH
• Sales targeting for on-board duty free
AIRWAYS
• Personalized care
“KNOW ME”
PROGRAM III • Works because:
“Consumers respond better when they feel like they’ve been
treated with respect. After all, everyone wants to feel like the
information they share about themselves is being used for
their benefit, not just for the sake of a sale.”
John McDonald
VP British Airways
 THE END

• Any questions ?