Based on the series of articles for the Data-Driven Marketing Network by Lisa Artur, author of the book “Big Marketing Data” and CMO of Teradata Applications, there is infograph made (see under in the article).
Based on the steps in the article I wrote an “theoretical” example how to implement Data Driven Marketing in the travel industry. Imagine you are the CMO of a holliday rental website.
But first the steps as described in the infograph:
Step 1 Get smart, Get strategic
- Customer interaction strategy
- Analytics strategy
- Data strategy
- Organization strategy
- Technology strategy
Step 2: Tear down the silo’s
- Determine the vision and goal
- Make everyone a part of marketing
- Remain transparent
- Share what you did
Step 3: Untangle the data hairball
- Define the vision
- Outline the questions to answer
- Assign the right team with the right sponsorship
- Identify the data requirements
- Find the source of the data you need
- Identify and ready one source of truth
- Consolidate Integrate and iterate
- Test, Expand and evolve
Step 4 Make metrics your mantra
Step 5 Process is the new black
- Start agreeing in the the definition of process
- Use process to ramp up accountability
- Partner with IT
- Embrace integrated marketing with integrated marketing management (IMM) platform
- Don’t rest on your Laurels
Based on the elements of the infograph, I created the base input elements to run a holiday rental website as the CMO:
Deliver digital value for property owners. From lead to booking to staying to after service (referral).
Every visitor should recommend his holiday with his friends.
Customer journey (till recommendation and 2nd booking)
- Create question to answer content
- Create problem to solution
- Look for the killer content so content in best context that drives the right traffic.
Data & analytics steps:
- Business analytics: analyze the available data
- Make predictable: look for the patterns in the available data and make predictions
- Make prescriptive: answers the question what happened and why did it happen (learn)
Agile processes with a culture of experimenting and continues improvement.
Within a team daily stand-up meeting (5 minutes), weekly meeting, metric driven (max 2 hours), monthly demo meeting (max 4 hours)
Small multi functional teams with sub goals per team. Sub goals of different teams should not conflict. Everybody uses social media with clear brand guidelines.
Metrics to focus on:
- share content: amplification rate