MIN­ING FOR GOLD

New Zealand Marketing - - Inbound -

The suc­cess of in­bound mar­ket­ing is hugely de­pen­dent on hav­ing good data and there are some great ex­am­ples of how busi­nesses are us­ing tar­geted mar­ket­ing to in­crease their ROI and cut through the noise with more rel­e­vant of­fer­ings to those who have been at­tracted. This pro­vides a real com­pet­i­tive ad­van­tage.

“Mov­ing to a one-to-one and in­bound mar­ket­ing ap­proach presents real chal­lenges for busi­ness,” says Micah Gabriels, head of prod­uct and mar­ket­ing at Qri­ous, a busi­ness fo­cused on help­ing or­gan­i­sa­tions gain more value from in­for­ma­tion, through data, in­sight and ac­tion.

Gabriels be­lieves that for most large busi­nesses their still re­mains a strong case for us­ing tra­di­tional mar­ket­ing for mass brand aware­ness and per­son­alised mar­ket­ing to build strong af­fil­i­a­tion and a sense of own­er­ship in the prod­uct.

The changes catered for by data in­sights are pro­vid­ing cus­tomers with more rel­e­vant and en­gag­ing of­fers, with good out­comes, and Qri­ous is get­ting a lot of in­ter­est in its abil­ity to do so­cial me­dia sen­ti­ment anal­y­sis and so­cial net­work anal­y­sis. Its use of data to en­able per­son­alised of­fers for Skinny Mo­bile is a good ex­am­ple, he says.

The use of big data to un­der­stand event at­ten­dance and de­mo­graph­ics is an­other big fo­cus, with Qri­ous pro­vid­ing rich, in­ter­ac­tive tourism in­sights across New Zealand for re­gions, events and lo­ca­tions of in­ter­est. It has com­bined anony­mous mo­bile lo­ca­tion data with ad­di­tional datasets such as de­mo­graphic and weather to pro­vide revo­lu­tion­ary vis­ual in­sights.

Other dis­cus­sions are be­ing held within the health sec­tor to gain in­creased un­der­stand­ing of pa­tients to en­able more tar­geted ser­vices, ful­fill­ing the de­sire to tackle some of New Zealand’s ma­jor chal­lenges.

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