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Introduction to Data Activation

Hello. I’m Rose Keen, a researcher here at Econsultancy and one of the authors of this training plan on how to activate data. So, what’s this training plan all about? Over two short courses, we’re going to look at how you go about mining and modelling your in-house data to identify customer groups for targeting and to how activate this data to deliver more targeted marketing communications. To start off with, we’ll explore different approaches to identifying actionable customer segments from the data to inform acquisition and retention tactics. We’ll consider statistical techniques that can help predict channel preferences, customers’ potential long-term value to a business and their likely loyalty. We also examine how data-driven recommendation engines can hep serve up the most relevant products or services to drive cross-sale and up-sale. And how the concept of next-best action works. Once we know how to extract insights from the data, then we consider how to put it into action. We consider how to use your segmented data, re-targeting advertising and finding new look-a-like audiences for new prospecting; as well as how to use data in direct marketing, your content and creative messaging. Who is this training plan for? • Well, if you’re new to data activation, you’ll benefit from the ways this training plan clearly highlights opportunities for extracting valuable insights and using them to improve performance. • If you’re already involved in data activation, you’ll be able to put your learning into practice and prove the returns of using data-driven approaches to marketing. • If you’re in a marketing strategy or planning role then this plan will offer ideas of how to better exploit your first-party data and deliver more personalised customer experiences.