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So quickly it was almost a year! Remembered when I started this blog last year it was right after the last Asia Digital Analytics Summit, and Hazel my little girl was not even born yet. Now Hazel is almost 1 year old and I am very happy to attend the Asia Digital Analytics Summit 2013 again. In this post I’ll quickly summarize what I’ve seen from the sessions I’ve attended, hope you’ll enjoy it as well!
Opening Key Note – Social Media and Big Data Deliver Big Value for Brands
The opening key note is given by Andy Ann from Klarity, a social intelligence engine which captures social data from 8 major social platforms for 10000 brands. So during the presentation Andy showed us the interface of Klarity and how they can conduct competitive analysis for different kinds of brands.
I am not going to list all the features of Klarity as I think it would be better for you to visit the site or actually go to sign up for a demo. What’s more interesting that I want to share is actually a question asked by one of the attendees:
Question: How different is Klarity if compared to other tools like socialbakers?
Answer: We support 8 major social platforms, while most of the social intelligence analytics toolkits on the market are only targeting 3 – 5. For instance, we support Weibo, which most of the other companies are not currently offering.
Understand your customers – improve the effectiveness of marketing lifecycle campaigns
The next session is given by Ohad Hecht from Emarsys, an email, social and mobile marketing suite. Ohad started the session by asking us to solve 1 question: how do we improve sales? We normally thought increasing marketing budgets would bring us more conversions; but that’s not necessarily true and that also increased the acquisition cost which is not a very sustainable way.
So Ohad argue it would be better if we can instead, retain our customers better by understanding the whole customer lifecycle and offer them appropriate content / promotion / information at the right time.
Interestingly Ohad didn’t show a lot of “screens” of their product, but instead showed us quite a lot of different campaign ideas that they’ve been doing for the following different customer lifecycle (which is good):
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acquisition stage (still acquiring users to be customers) - welcome campaign (welcome onboard users)
- get visitor to 2nd purchase (get more values from existing customers)
- VIP specials (reward VIPs, defined by either highest money spent or most recent purchased, etc)
- come back campaign (to remarket those who has purchased but are not active for long time)
Measuring the effectiveness of your media mix thru multi-channel attribution
This session is given by Charles Wang from MindShare. I loved his presentation very much last year as I love people present real case studies to back up the strategic thinking behind. So this year Charles shared his experience in one of the topic I’ve also mentioned in this blog earlier – multi-channel attribution.
Charles shared again with us one of his real case studies, and one interesting spot is that Charles discussed even within 1 single channel (e.g. search), we will still have to solve the multi-channel problem: for example, whether it’s from generic keywords > price related keywords; or generic keywords followed by direct traffic:
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At the end of the session I asked Charles is there any recommendation for choosing the right attribution channel for different business, Charles answer is: you will have to do a lot of testing and fine tuning to find that out.
A metrics for Offline World
Although the session is quite short and seems everyone is quite silent (maybe after lunch), but I actually found the product introduced in this session the most interesting in the whole summit.
We’ve talked about how to track offline impact from online campaign, but we didn’t really touch the purely offline world: how effective is my window display / booth / beautiful packing to drive attention (and possibly conversion) on physical store? So here Shylesh Karuvath from Cenique introduce us their latest products called IntelliSense – a very portable device (size as a USB stick) which allows you to track shoppers engagement in retails with facial recognition technologies.
For example, I can put the IntelliSense device together with a video cam in my store right next to my latest chocolate promo, when visitor coming around my promo booth, the cam captures my face and the little IntelliSense device will start doing its logic to decide the following of the viewer with face recognition:
- gender
- age
- dwell time (how long)
It also recognize whether the viewer is just walk by or he / she is paying attention to the materials. And what’s more it can even tell whether you like it or not by checking if you’re smiling or blinking.
WOW!
I was lucky enough to later talk to the other guy called Ka Lun To from UDS who promised to give us a demo and also maybe lend us an IntelliSense device to test around. Time to get our hands dirty!!
Inspiring Loyalty 3.0 to Attract Quality and Relevant Data
The last session is about given by Art Lee and Paul Tomes from PassKit. In this session they argue what exactly is “Big Data” – it may not be something that everybody rushed into, because at the end of the day, it’s just some big companies running big database, with bigger resources to possess bigger sets of data. To really get loyal customers you don’t necessary need big data, but just simple data that helps you understand your customer customer – thus “Big Data ain’t that Big“.
Then Paul and Art showed us how they use the Passbook idea to replace old-fashioned loyalty card, but marry loyalty card with the closest asset that human beings nowadays attached to – smartphones. They showed us various campaigns that they’ve been using the Passbook from iPhone to run loyalty programs with things like redemption, points collection, etc.
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Summary
It’s a good chance to see what other people are doing out there in the industry (and interestingly I actually didn’t expect so many people know Isobar). So looking forward to test around the technologies discussed today and hopefully I can share some case studies too later!