Download Adaptive Marketing: Leveraging Real-Time Data to Become a by Norm Johnston PDF

By Norm Johnston

Adapt or die is actually the twenty first century mantra for company. Authors Norm Johnston presents tips on easy methods to undertake an Adaptive advertising version to make sure you will not be basically ready for this new information international, but in addition profitable opposed to either conventional opponents and new disrupters.

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Having data scientists, strategists, and creatives collaborating to understand not just what worked and what didn’t—but for whom, when, where, and even why—builds trust and accelerates learning. As part of our work for Ford, the creative team developed what it thought was really effective video—but at an expense that traditional traffic and engagement key performance indicators (KPIs) didn’t justify. Qualitative data, however, suggested that select and important audiences loved the video. Our data science team built models to understand what might be depressing the metrics as well as prove the creative team’s hypothesis.

Kickstarter, on the other hand, acts as more of crowd-funding platform for new product ideas rather than as a one-stop shop for outsourcing product development. Similarly, P&G has also experimented with such outsourced, crowdsourcing models. The Oral-B marketing team launched an unbranded product innovation contest on the crowdsourcing platform eYeka to see what people would dream up when it comes to a connected toothbrush. Within 22 days, the eYeka community came up with 67 credible suggestions from 24 countries.

Walt would be proud. 40 ● Adaptive Marketing To Adapt or Not to Adapt We’ve presented many great case studies on how companies can leverage the Internet and real-time data to adapt their brands of products, services, and experiences: Netflix’s data monitoring to identify new products, Starbuck’s active engagement with consumers to solicit new ideas, Mars’s use of online connections to adapt products and packaging, Disney creating an adaptive physical and virtual experience. These are all inspiring examples, but should every brand adapt its products and services based on input from consumers?

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