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

Businessman working with modern computer
SHARE
THIS


What best describes you?

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

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]