Don’t Ignore The Small Data: The 2016 Global Loyalty Conference

Businessman working with modern computer
SHARE
THIS



We constantly hear chatter in the industry about big data, but this morning’s key lesson from the 2016 Global Loyalty conference is that marketers should also pay attention to the small data.

Speaking in Melbourne this morning, Mo Bhargava, GM Sales and Marketing for Village Cinemas Australia recommended spending time with your customers and understanding the reason they’re using your product.Mohit

Bhargava argued that cultural diversity should be a genuine consideration when designing customer loyalty and experience programs. According to the Australian Bureau of Statistics released figures earlier this year showing that more than a quarter of Australian residents are born overseas. Bhargava shared that about 18 months ago, they had started dabbling in this approach at Village, specifically targeting a growing audience segment: the Indian community and Bollywood fans.

Village Cinemas first attempt involved creating a bespoke offer to target Bollywood fans. The content of the films tended to fall into the romance category with no movies aimed at the kids market so Village created promotions around the idea of ‘date nights’ or ‘girls nights out’. Unfortunately results were poor and the messages didn’t seem to be resonating with their target market.

The next step was to do something that Bhargava described as revolutionary: they went and spoke to their customers. The team tried to really understand the key drivers for movie going within this community by interviewing members of the community themselves.

One key insight came to the surface. According to individuals within this community, movie going was seen as a family outing all year round (not just within or outside school holidays). Attending the cinema was an entire family affair including grandparents, cousins, aunties, uncles, parents and kids.

This was surprising to the Village marketing team. They couldn’t imagine a six year old going to watch what looked like an adult film to them. The next step was to completely shift their original approach creating retail offers that was all about the family experience.

And the results suggest that this approach has been successful.

The Indian cinema year-on-year growth was previously sitting around 3-4 per cent and is now growing at 20 per cent per annum, the fastest growing genre in Australia with no signs of slowing. It’s also been a key recruitment channel for Village to bring this community into the broader business as evidence has shown that those consuming Bollywood films are also increasingly consuming other western films. In fact, this community have the highest frequency of cinema attendance.

CEO & Founder of BrandHook, Pip Stocks talked about how businesses are still struggling to keep up with ever-changing consumer behaviour. Evidently the path to purchase has changed and Pip talks about grappling with the “chaos of the consumer wanderings” which are “frantic, dynamic and crazy”. No wonder marketers have difficulty in understanding their consumers.

Pip Stocks

When it comes to building loyalty and creating an emotional bond with customers, Pip quotes co-founder and CEO of InSites Consulting, Kirstof de Wulf “People don’t want more rewards or points, they want brands to help them in their everyday lives by offering exclusive or personalized benefits, symbols of belonging, or unexpected surprises.”

But in order to go beyond a functional loyalty system (swiping cards to build points), brands need to understand their customers’ habits and moments of friction to really build emotional loyalty.

Big data is useful here but Pip argues that the small data is also crucial. Beyond what the digital dashboards can tell you, you can also learn a lot from “ferretting around in wardrobes, opening fridges, and looking around a living room” and this is often where you can find the opportunities to build emotional loyalty. Pip reminds us that marketers should also feed these offline lessons into how you connect and communicate online.

The BrandHook CEO advised: “When you ask someone a question, you get a rational response. Spend some time with your consumers and find the reality of what they’re dealing with. Have a look around the living room and you can see what they’re spending their money on and what’s important. Small data is critical to understand the cultural world in which we live, to get the granular data you need to build emotional loyalty”.

The key message from the morning is that small data is important. In order to build customer loyalty, brands need to understand their customer beyond the big digital data points and connect offline behaviour and research to really understand consumer habits and pain points.

Please login with linkedin to comment

Global Loyalty Conference

Latest News

Women In Media Profile: Zeina Khodr
  • Media

Women In Media Profile: Zeina Khodr

When B&T was offered to interview a lady named “Zeina”, we initially thought it was the warrior princess herself.

by B&T Magazine

B&T Magazine
39th AWARD Awards Winners Announced
  • Media

39th AWARD Awards Winners Announced

The winners of the 39th annual AWARD Awards were announced tonight in a celebration of the most outstanding creative communications work in the Asia Pacific region. The theme for the night was “Count Yourself Lucky” and didn’t disappoint with a record number of golds being presented. Held at Carriageworks as part of the Semi Permanent […]

Q&A With Cannes Chairman Terry Savage
  • Advertising
  • Media

Q&A With Cannes Chairman Terry Savage

If you mistakenly thought this was an interview with Kojak's Telly Savalas, as it turns out, it's even better than that.

Optus To Phase Out Virgin Mobile Brand
  • Marketing

Optus To Phase Out Virgin Mobile Brand

Didn't much fancy that Telstra story above? Well, perhaps B&T could tempt you with this tasty Optus tickler instead.

by B&T Magazine

B&T Magazine
AKQA R&D Teams Up With Google For Semi Permanent 2018
  • Media

AKQA R&D Teams Up With Google For Semi Permanent 2018

AKQA R&D in collaboration with Google has developed a process called Somesthetic Transfer. It uses machine learning to take both the style and texture of an artwork and apply it to another image to be 3D printed with a UV printer. The works will be displayed at Semi Permanent 2018 in Sydney from Thursday 24 […]

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid
  • Marketing
  • Media

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid

Design students from Torrens University’s Billy Blue College of Design have partnered with WPP AUNZ’s Health & Wellness division to decode clinical data on ‘Medicinal Marijuana in the Treatment of Epilepsy’. Their creative solutions will be presented at a Vivid Ideas Exchange titled ‘Design can save your life: how can creativity improve comprehension of health data?’ […]

Diversity Case Study Series: The Royals
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: The Royals

If you read one diversity case study on B&T today, make it this one. Not that there's any others to choose from, really.

by B&T Magazine

B&T Magazine
Cricket Australia Finds New Major Sponsor
  • Marketing

Cricket Australia Finds New Major Sponsor

B&T was going to insert a homage to Sherbert's classic "Howzat" here before realising it was naff and showed our age.

by B&T Magazine

B&T Magazine
PHD Wins HSBC Global Media Account
  • Media

PHD Wins HSBC Global Media Account

ICYMI, PHD has FTW the HSBC business IRL. It's not so much a LOL or NSFW, but a TL;DR. Ahh, forget the whole thing.

InMoment Accelerates APAC Expansion With Key Acquisition
  • Media

InMoment Accelerates APAC Expansion With Key Acquisition

Customer experience (CX) intelligence platform, InMoment, has expanded into Australia and New Zealand with the acquisition of customer experience agency, brandXP and appointment of Claire Fastier as its APAC business head.

Marketers Need To Focus On Voice Search Right Now
  • Opinion

Marketers Need To Focus On Voice Search Right Now

In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology. From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance
  • Advertising
  • Media

SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance

Video advertising and monetisation platform SpotX has announced the launch of an online resource library for the European Union’s General Data Protection Regulation (GDPR). The library can be found on the company’s website and is part of a wider educational initiative by SpotX – which is headquartered in the US and has an office in […]

Daylight Agency Opens Government Division, Hires Legal & Political Expert
  • Marketing

Daylight Agency Opens Government Division, Hires Legal & Political Expert

Integrated communications firm Daylight Agency has cemented its presence in the government and political arena with the appointment of industry veteran David Begg. A practising solicitor for over 28 years, Begg (pictured above) will head up the agency’s new government division. He has extensive experience working with large commercial clients on high-profile regulatory and legal […]

Frost Design Unveils New Look For John Holland
  • Marketing

Frost Design Unveils New Look For John Holland

Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’. John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, […]

Women In Media Profile: Jill Johnston
  • Media

Women In Media Profile: Jill Johnston

We've got an absolute cracking Women in Media profile today. Not to say it's approved by the Chiropractors' Association.

by B&T Magazine

B&T Magazine
First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

One need only view our editor's hot pink leg warmers today to realise he's neither fad nor trend.

Opinion

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

And why is B&T running a photo of an engaged couple for this content engagement article? It was either that or a carrot.

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine