Customer data is a valuable asset that will bring huge value to your business. And a Data-Driven Marketing Consultant will share his experience as a Data-Driven Advisor for businesses. Including the 

Data Collection: How do customers give in to their data?

Khun Nui gave an example of using Facial Recognition technology to collect transaction data about who actually bought it. is a collection of member information It helps to reduce the transaction process and close the sale faster because more than 90% of people have repeated buying behaviors. and when there is information on where sales come from from regular or one-time customers will be able to analyze, find insights, solve problems and develop business

Therefore, collecting and requesting customer information for analysis Therefore, it is a new role for marketers to use creativity to allow customers to give us information (Creative Driven Data). Thailand has a cookie consent rate of 64%. It's at Empathy and Creativity why customers have to give us information. If the customer is willing to give us information will solve the problem of PDPA

The use of Data Driven Marketing can be divided into 2 types:

1) Non-personally identifiable information (Transaction Data) can be used to predict sales patterns. in order to plan, purchase and store product stock

2)  Customer Data can make the Membership system get the most out of it through Analytics Hypothesis and Experiment Hypothesis, find Golden Segment groups and look for customers with similar characteristics. And lead to the analysis of buying patterns of this group of customers. To come up with a strategy to speed up conversions, such as finding a Golden Period pattern. to generate sales from customers as much as possible Look for changing behavior patterns that indicate the customer's lifestage, such as the pregnancy of the first child. (Buy scentless lotion. vitamin, iron). The couple moved in together. (New cereal) New married couple (New coffee flavor) Newly divorced man (New beer brands) as well as understanding customer behavior insights, for example, in the case of shopping offline and online on the same day.

However, the Creativity-Driven Data strategy is not a one-time action, but a continuous learning by doing. Khun Nui gave an example of a Valentine's Day campaign. "Gifts that meet the heart, don't have to be honest" by JD Central that finds insights into the needs of customers. By letting girlfriends use JDCentral's Chatbot to choose the gifts they want. then enter name information Girlfriend's phone number. Which item will appear as a JD Central advertisement in the man's Feed, click to buy immediately This campaign has been very well received. Point out that collecting customer data is not difficult. But must be creative for customers to give us information.

ขอบคุณภาพ : https://www.everydaymarketing.co/business-and-marketing-case-study/data/data-collection-canvas-from-data-driven-marketing-book/

Data Collection Canvas

1)  Problem of Business 

2)  Objective of Data Data 

3)  Data Required 

4)  Collecting Data Campaign 

5)  Applied Tech เทคโนโลยีที่นำมาใช้เก็บข้อมูล

6)  Data-Driven Marketing 

Khun Nui reiterated that Data collection is not difficult. But it takes creative ideas. Find a point to motivate people to want to give us information. There are 3 layers of customer data collection: 1) know who the customer is 2) identify the device they use (mobile phone, tablet, PC) in order to know the customer journey from beginning until closing the sale This will allow us to know the pattern of customer behavior. 3) Specify family information whether the customer lives alone or has other family members with him. Which we will be able to upsell and know how to market. The canvas tool is the starting point for us to clearly identify the problem, the information we want. Including what the data will be used for

In Khun Nui's current view, doing Customer Relationship Management is not about accumulating points for a Loyalty Program, but rather tracking the journey of different customer segments. Causing repeat purchases, including teaching AI in the Marketing Automation system and setting up marketing strategies to suit different customer groups according to the RFM Model that divides 100 customers as a percentage. This information will allow us to see a clearer picture of customer segments and business. And know how the business must move forward How to use the Data Thinking 4P Marketing strategy (Product Data Thinking, Price Data Thinking, Place Data Thinking, Promotion Data Thinking)

Source: NIA SCB IBE Seminar #4 Innovative Women Enterprise, Power of Women Leaders to Innovation-Based Organizations: “Maximize human capital Data for consumer insight Strategies workshop” Mr. Natthaphon Muangtham, owner of the marketing page one episode per day. and Data-Driven Marketing Consultant