Page 18 - index
P. 18
BEST PRACTICES & STRATEGIES
Data is the
engine of the
digital economy
Successful marketing is data driven marketing – or in As we know, individualized email marketing is subject
fact legally secure data-driven marketing. The keyword to legal regulations. In many countries, it is necessary
is here ‘Legal Big Data’, which is most probably one of to receive an explicit consent (opt-in) of the user before
the most important (and underrated) trends and chal- collecting and analyzing the personal usage data - in
lenges in the field of data. addition to the user’s consent for receiving advertising,
via the contact channel email. Even the merging of per-
sonal data from different sources into one profile, e.g. a
Many studies already proved that Big Data in marketing
is not a hype, but can have a significant impact on a newsletter and the online shop, is permitted only with
company's success, such as the study "The Big poten- the consent of the user. Therefore, Big Data is only im-
tial of Big Data" by Forbes and RocketFuel. According to portant from an anonymous point of view. When per-
their findings, about three quarters of the companies that sonal information (master file or usage data) come into
use big data activities for more than 50% of their market- play, Legal Big Data is required.
ing, increase revenue, ROI, customer satisfaction and
the number of appropriate sales leads. Furthermore, Besides, it quite often isn’t considered that “Legal Big
85% of the respondents could deepen insights about Data” does not end with legally compliant opt-in gener-
their users. ation, but is rather a technical challenge as well due to
the requirements for the collection and processing: The
technology must be able to assign a different dedicated
Individualized communication, based on relevant
user Insights opt-in to each user profile; any form of opt-in has to be
able to be activated and deactivated at user level; and
for each user profiling measures can be carried out on-
However, data are required first to generate relevant ly on the basis of the specific agreement.
user information, which are produced by the users at
various digital touch points, such as transaction data
from online shops and bonus systems, reaction data What sounds obvious and almost banal is extremely
from email marketing campaigns or any other digital complex from a technical point of view. Many email
touch points. marketing technologies do not allow such use of data
management - often only on distributor level, but not for
individual users. This means, either the entire distribu-
By allocating data to a dedicated user profile, marketing tion gets profiled or nobody at all. Users are pushed
relevant insights regarding individual user can be gained back and forth between different distributors, depend-
by using different analytical instruments – from scoring ing on the opt-in status, and often not even automati-
models to complex data mining processes: Where are cally.
the cross / up-selling potentials? What’s the willingness
to pay? At what times and what kind of offer and com- Last but not least I want to mention that you can actual-
munication the user can be activated the best? In which ly assume that just few users will comply with giving
temporal and spatial contexts is the desired user behav- their consent to extensive profiling measures directly
ior most distinctive? Etc. Based on these findings, the after their consent to email marketing. There is, on the
dialogue communication with each individual user can contrary, even the risk that the data query makes them
completely be personalized, which means that each us- suspicious and they cancel the opt-in process. Gradual
er receives at each point of his customer lifecycle the opt-up campaigns are therefore advisable at a later
content that matches exactly his current preferences: stage of the dialogue, once the user has already built
The right content at the right time in the right place. enough trust. ◊
Legal Big Data requires well-thought-out use of data
management By Daniela La Marca
18 Asian eMarketing January 2015 - Digital Marketing Trends & Predictions
Data is the
engine of the
digital economy
Successful marketing is data driven marketing – or in As we know, individualized email marketing is subject
fact legally secure data-driven marketing. The keyword to legal regulations. In many countries, it is necessary
is here ‘Legal Big Data’, which is most probably one of to receive an explicit consent (opt-in) of the user before
the most important (and underrated) trends and chal- collecting and analyzing the personal usage data - in
lenges in the field of data. addition to the user’s consent for receiving advertising,
via the contact channel email. Even the merging of per-
sonal data from different sources into one profile, e.g. a
Many studies already proved that Big Data in marketing
is not a hype, but can have a significant impact on a newsletter and the online shop, is permitted only with
company's success, such as the study "The Big poten- the consent of the user. Therefore, Big Data is only im-
tial of Big Data" by Forbes and RocketFuel. According to portant from an anonymous point of view. When per-
their findings, about three quarters of the companies that sonal information (master file or usage data) come into
use big data activities for more than 50% of their market- play, Legal Big Data is required.
ing, increase revenue, ROI, customer satisfaction and
the number of appropriate sales leads. Furthermore, Besides, it quite often isn’t considered that “Legal Big
85% of the respondents could deepen insights about Data” does not end with legally compliant opt-in gener-
their users. ation, but is rather a technical challenge as well due to
the requirements for the collection and processing: The
technology must be able to assign a different dedicated
Individualized communication, based on relevant
user Insights opt-in to each user profile; any form of opt-in has to be
able to be activated and deactivated at user level; and
for each user profiling measures can be carried out on-
However, data are required first to generate relevant ly on the basis of the specific agreement.
user information, which are produced by the users at
various digital touch points, such as transaction data
from online shops and bonus systems, reaction data What sounds obvious and almost banal is extremely
from email marketing campaigns or any other digital complex from a technical point of view. Many email
touch points. marketing technologies do not allow such use of data
management - often only on distributor level, but not for
individual users. This means, either the entire distribu-
By allocating data to a dedicated user profile, marketing tion gets profiled or nobody at all. Users are pushed
relevant insights regarding individual user can be gained back and forth between different distributors, depend-
by using different analytical instruments – from scoring ing on the opt-in status, and often not even automati-
models to complex data mining processes: Where are cally.
the cross / up-selling potentials? What’s the willingness
to pay? At what times and what kind of offer and com- Last but not least I want to mention that you can actual-
munication the user can be activated the best? In which ly assume that just few users will comply with giving
temporal and spatial contexts is the desired user behav- their consent to extensive profiling measures directly
ior most distinctive? Etc. Based on these findings, the after their consent to email marketing. There is, on the
dialogue communication with each individual user can contrary, even the risk that the data query makes them
completely be personalized, which means that each us- suspicious and they cancel the opt-in process. Gradual
er receives at each point of his customer lifecycle the opt-up campaigns are therefore advisable at a later
content that matches exactly his current preferences: stage of the dialogue, once the user has already built
The right content at the right time in the right place. enough trust. ◊
Legal Big Data requires well-thought-out use of data
management By Daniela La Marca
18 Asian eMarketing January 2015 - Digital Marketing Trends & Predictions
