Strictly Marketing Magazine May/June 2016 | Page 6

David Giannetto

Big Social Mobile

S trictly Marketing Magazine has been so fortunate to have many great contributing writers for the magazine . In this issue , we are highlighting one of our contributing columnists , David Giannetto . This issue , we are featuring Dave ’ s column , Future-Marketing , becoming Big Social Mobile How-to use Data-Driven Marketing to Creates More Customers and More Profit .

In the last edition of this column we explored the tangible change in marketing that social and mobile have brought about — how marketers can no longer focus on broadcasting their message , but rather must identify their one perfect customer , and then go get more like just him or her . I called this the keystone of big social mobile marketing . When I ’ m working with companies to implement this , they usually have the hardest time accepting that one customer ( recall that it is actually one perfect customer per key segment ) could be this important to their entire business . But once they understand it , they quickly move right to : how ? Let ’ s answer that question .
Layered Analytics As with all things that must scale , the answer is a repeatable process . In this case it is a process that takes your one perfect customer ( which we identified using the techniques in the previous column ) and identifies prospects similar to this perfect customer . But you won ’ t find enough of them . Your process needs to turn consumers who are increasingly dissimilar into new perfect customers . In truly big social mobile organizations this means any consumer they interact with via any medium , digital or physical — if a big social mobile enterprise touches a consumer just once , they can instantly understand how “ perfect ” that consumer already is and the best way to manipulate them into becoming truly perfect .
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Sound sophisticated ? It is . But the sophistication arises from the need to layer what are typically thought of as discrete , individual analytical processes into one cohesive process , not the analytical processes themselves . Each alone is quite simple and can be done using excel ( if the data set is reasonable , or made reasonable ). Most business intelligence platforms can easy perform this on even the largest data sets , although to date no business intelligence provider has grasped that out-of-the-box marketing analytics is what the market is really looking for ( consumer-oriented analytics has always been a blind spot for BI providers ).
Marketers want to push a button and get a list of consumers to whom they can send personalized emails — job done . Marketing technology providers want you to believe this too . It isn ’ t true .