UNDERSTAND THE ISSUES OF DATA MARKETING
a. Understanding the data marketing environment: context, evolution,
trends
b. Identify different types and sources of data in your company
c. Taking into account the regulatory context: GDPR /e-privacy
d. Understanding the differences and evolution of data first, data second, data
third.
BONIA RANJALAHY-RASOLOFO 2
e. Understanding the data ecosystem and the data organization in the
enterprises
II. ELABORING DATA MARKETING STRATEGY
a. Define its objectives
b. Identify data sources
c. Ensuring data quality
d. Centralize and structure data
e. Owning the main stages of building a data strategy
marketing
f. Address and identify risk factors internally and externally
III. PLACE HIS DEMARCH DATA MARKETING GUIDELINE
a. Optimize Funnel Marketing with Data
i. Practical workshop: Identifying your target heart
ii. Practical workshop: Convert Intentionists
b. Build its marketing data strategy
c. Adapting its data marketing strategy to its business model
i. Practical workshop: Optimizing cross sell/up sell campaigns
ii. Practical workshop: Identify and activate your ambassadors.
IV. OPTIMISING YOUR CUSTOMER PARK
a. Define relevant KPIs
b. Identify irritants and enchanting points
c. Collect and activate data at each stage of the journey
d. Analyze ROI and focus its time on the most profitable actions.
V. Practical workshop: Translating the data marketing approach into its
enterprise