Going back 3-4 years ago, Data was still new in the world of products and services. Many brands are excited about using data as part of solving marketing problems. Accessing data in the past came with high costs that it was difficult to access. passed to the present excitement fades
Listen to Khun Tao-Chayanut Sajjaparamet, Managing Director of Rabbit’s Tale Data and Interactive Business Group (Rabbit’s Tale DI) explaining how to make data available to those who are interested in trying to adapt it to suit their business. together
Marketers and brands are increasingly understanding what is just a buzz word and what is really needed. Hundreds of millions or tens of thousands of budgets, there are solutions lined up to choose from as needed. It seems that Data is easier to access, but Data is easier to use, is it true?
In the midst of this age where everyone can easily access data, what should a data maker do? What should brands focus on?
The Challenge of the Data World: When Consumers Want It, But Don’t Let Brands Do What Next?
Data comes to Privacy, following closely. When everyone wants to have Data in their possession, it is not strange that Users are more concerned about Personal Data and privacy. But Khun Tao pointed out that the challenge is here. Because in one way, even if consumers want privacy But on the other hand, consumers are also looking for brands that offer Relevancy and Personalized Experience or personalized products and services.
Imagine entering a hotel where cakes are already waiting. because I know it’s my birthday Or a special promotion offered just for us knowing that we regularly take mid-year vacations? These unique experiences start with allowing brands to use data. Tao suggests that the balance is something that brands, consumers and understanding of data must work together.
Most consumers think that brands have taken their data and invaded their privacy. Or feel that data collection is not allowed means there will be no distracting ads, which is a completely wrong belief. Because online advertising is something we can’t avoid, but allowing Data as far as we can set boundaries. will allow us to see what we are looking for or better respond to the experience
In addition, on the consumer side, you must also understand that allowing personal data to the extent that we accept. It will make life more convenient, easier, and have a better experience. If you don’t give any data, we won’t get this in return.
On the brand side, it is important to build confidence and credibility by clearly stating how and for what we will use the data in a transparent manner. So that consumers can see that we are using that data to create a better experience than before and can actually give back. Including security that those data will not be used for other purposes that the consumer does not consent.
Khun Tao gave an example of using a mobile promotion service. The mobile operators that we allow to track our usage data regularly will be able to determine how much service we use each month, how, and when we overuse the promotion until the difference in expenses grows abnormally. Instead, mobile phone companies will offer promotions that are tailored for smoother use and better value. Therefore, it can be seen that the consumer gives information to an acceptable extent. And brands can use data effectively to meet brand needs and deliver a better experience to consumers at the same time.
The more accessible the data, the more brands need to understand.
overcoming challenges Finding a balance between brands and consumers on data is no easy task. But understanding both challenges and finding ways to use data to effectively solve marketing problems is even more difficult. It is not surprising that even though many Brands will have access to data, but the key question is how to use the data in hand to get the most out of it? Brands must always be aware that
The more data is easily accessible, brands must understand the data more comprehensively. If a brand continues to use data superficially, it may fall out of orbit. Some insights that were used 3-4 years ago may need to be expanded in order to adjust the perspective so that it does not fall into the Data parade.
When consumers are looking for Relevancy and Personalized Experience or more specific experiences from brands, therefore broad data cannot answer the important question who are our consumers? And what is he wanting? Truly third-party data, which is data that collects and sums up results from many sources on a broad scale. Then the brand buys it, so it may not meet the needs of delivering a unique experience to the consumer.
“Is he at the stage of knowing the brand but hasn’t bought yet? or he bought ours And the brand wants him to buy more? These questions Data can answer for all brands. So if we can collect this consumer’s Data We will be able to connect and take care of consumers in every step of the customer journey,” Khun Tao pointed out.
You can’t just have data, but you need to use data efficiently. Some brands or marketers may still understand that just having data is enough, but having data in hand is the only subset of the data-driven marketing world. Efficiency will make our marketing communications more successful.
It will let us know which parts we need to pay attention to in order to create a Relevancy and Personalized Experience with consumers, which will lead to both increasing sales and reducing costs for brands.
The key to Data Activation used by Rabbit’s Tale Data and Interactive Business Group is not just data. But the information must be brought through technological and creative processes before it can be exported to consumers as they want. That is why both Data, Creative Idea, Strategy and Technology must come together. Systematic startup process through Strategy of what the brand wants Then use Data and Technology to find out what needs to be done to meet that problem. Before using creativity to make these things fun and more attractive to consumers.
Data is not just analytical. must also fulfill what consumers want
In addition to understanding the ever-changing universe of Data, the use of data in targeted marketing communications is another focus of the Managing Director of Rabbit’s Tale Data and Interactive Business Group. Go to Awareness only by making people know the brand and it’s over.
But creating a brand experience or a long-term experience that is comprehensive for brands and consumers is essential. A brand will connect with consumers throughout the customer journey, so we need to ensure that we can create a good experience with consumers at every step of the way. From creating awareness (Awareness), decision making (Consideration) to returning to buy or use the service again (Retention), where brands will take care of consumers in this comprehensive way, Data is the key. Brands need to be able to tell where their consumers are in the customer journey.
When brands are able to know their consumers through data, they will be able to make more accurate decisions about when consumers are in this step. What products, services or promotions do brands have to offer? So, in terms of the work of Rabbit’s Tale Data and Interactive Business Group, the marketing communications that take place are not empty decisions about what we will do. But it was invented from the question “What is the data telling us?” It is the use of data to connect the experience of brands and consumers. Including finding what consumers really want from brands.
Believing that data must be able to tell brands what consumers are looking for, Rabbit’s Tale Data and Interactive Business Group has to use data in its entirety, not just analytics. Starting from the data collection stage, when brands do not yet have consumer data, they must find ways to collect them on the basis of transparency and confidence that consumers will receive good products and services in return.
Then, when the scattered data is obtained, the Data Transformation is to organize Weave a huge amount of information to come out and access the work. Grab it and use it for real. And next, Data Analysis analyzes the answers that brands want to know. Before ending with Data Activation, bringing what the Data is saying into effective marketing communications that meet the needs of both brands and consumers.
“Data is everywhere” connects the Brand Experience seamlessly from start to finish.
In the marketing communications industry, creating a brand experience or a comprehensive long-term experience for brands and consumers is important, even though data is everywhere. But the important question is how to bring data to create a brand experience seamless from start to finish? Many times, brands may encounter problems requiring people who understand data and interactive work, but having to find someone who creates creative ideas and strategies is equally important.
This challenge is therefore an important part that makes Experience Agency become a solution for brands. Rabbit’s Tale Data and Interactive Business Group, as a part of Rabbit’s Tale, is able to coordinate with affiliated Business Groups to meet the needs of brands in both Data, Creative Idea, Strategy and Technology to strategize to create a comprehensive experience in one place. It helps to shorten the time and facilitate the connection to be more complete.
Because data is full of layers that are nested endlessly. Since the IT story, which layer may seem very mysterious. For those who do not understand to the marketing layer that brands and marketers may be more familiar with. So each of these different layers requires a data worker who understands all languages. Khun Tao reiterates that “The person who can produce Data is the person who understands all languages that are here.”
and being an experience agency helping to weave Rabbit’s Tale Data and Interactive Business Group to communicate smoothly in all languages in the Data universe. Another important strength is that Rabbit’s Tale Data and Interactive Business Group has cooperated with many marketing technology tools to help fill the loophole if brands do not know how many vendors or partners the scope they want has in the market. It is another factor that will offer a solution that meets the brand’s needs more precisely.
In the midst of an era where Data plays a role in every moment of life. Both brands and data makers need to understand the universe of data more than ever. The key point that data-driven marketing must always be aware of may be what the Managing Director of Rabbit’s Tale Data and Interactive Business Group said, “How great would it be if brands could use data to take care of every touchpoint for consumers smoothly and efficiently? Consumers get what they are looking for.”
