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Tag: digital-marketing

  • The alignment workshop: Unearthing opportunities

    The alignment workshop: Unearthing opportunities

    In the good ol’ days, you’d make something useful, and then you’d put it on a shelf in your shop and somebody would come and buy it. You’d more than likely know that person as well. You’d be the supplier, distributor, shopfront, marketer, and customer services person all in one. You’d do all this and you’d still be home in time for dinner.

    Nowadays, things are a little more complicated. The process of getting your goods into a customer’s hands involves several teams. In my experience, very few of these teams are talking to each other.

    If you’re looking for a way to get alignment with your teams, there’s nothing better than doing an alignment workshop. What follows is a bit of an instruction guide to get you going.

    First things first, this is supposed to be fun and interactive. Everyone needs to participate, so if you see someone sitting back, invite them to give ideas or get their opinions. The fun part is that for the purposes of this kind of workshop, there’s no budget and no mandates. In other words, ideas don’t necessarily have to fall within each team’s discipline and this allows for participants to bring new perspectives to each other’s daily grind.

    You will need some A2 blank page workbooks and a bunch of post-it notes.

    Team creation

    Begin by creating teams. To run an interactive workshop with a group bigger than five is a nightmare of dominant personalities and ‘under-the-radar’ coasters. So, break them up a bit. Try to split the teams so that there is a good spread of expertise and personality in each one.

    There are two approaches to dominant personalities – put them all in one group and let them fight it out, or put one or two in each group. They both have their pros and cons, but I prefer option one because dominant personalities often become groups of one without input from others. Make sure each team has a designated scribe, a workbook, and post-it notes for ideas.

    Persona creation

    Once your teams are figured out, it’s time to begin creating personas. Personas are basically the archetypes of the kinds of customers that you serve. At the end of the day, every business is about serving a customer.

    The scribe needs to split a page up into three columns, titling them who, challenge, and opportunity. Let the teams make up people with rich personal lives, work lives and challenges, fitting all of these under their relevant columns.

    Once you get to the opportunities section, let them come up with some very broad ideas. Don’t get into detail here. You don’t need mechanics. If the idea is “a Facebook competition with a car as a prize”, that’s fine. No need to break it down further.

    At the end of the process, each team presents their personas to the rest of the room. This is for debate and crafting. This is not a competition to see who made the best personas. Keep it light.

    The customer journey

    The next step is customer journeys. Come up with three situations that a customer might find themselves in. Maybe it’s buying supplies. Maybe it’s looking for more information. For each situation, come up with what your customer may be thinking or doing. Are they stressed out? Are they phoning a lot of suppliers? Are they googling something?

    Then the ideas, as the name suggests, are where we come up with a few tactical ideas to help this customer with their thinking/doing or situation. This needs to be done for each persona and can be quite time-consuming. Gauge how many breaks are required here.

    The six in 10 approach

    Finally, there are six in 10. Six in 10 is coming up with six ideas in 10 minutes. This is a solitary activity. Each person sits with an A4 page to do this. Once they’re done, they converse with their team about their ideas and pick the top three. They then present those to the broader team.

    And you’re done. A workshop like this can take up to five hours, so make sure you can clear diaries to get it done.

    The next step is to take those personas, user journeys, and ideas and look at how feasible everything is. Compile everything into a document that you can share. By the end of the day, your teams will have understood the customer better, understood each other better, and you’ll hopefully have a few ideas on how to improve your customer’s experience.

  • The politics of platform – should your brand even go viral?

    The politics of platform – should your brand even go viral?

    Should brands trend on popular social media platforms? Should their campaigns even need to go viral to achieve brand objectives? It’s time to look at brand strategy and brand values.

    Like a mosquito buzzing around society’s collective ear, special interest groups are at it on the socials again. In the latest buzz, a firm named ‘Targeted Victory’ has implicated Meta (Facebook) in allegedly trying to undermine rival TikTok. The grievance is a series of articles and content claiming that TikTok is dangerous to children, originating from our beloved platform for the aged, Facebook.

    The only thing we know for sure is that Targeted Victory has indeed lobbied nation-wide media (US) to undermine the ByteDance owned platform and depict it as a danger to kids. There have been several innocuous trends like the #peeyourpantschallenge (self-explanatory) which have only served as an illustration of how boring lockdown can be. However, lunacy and idiocy prevail. When brands say, “let’s trend on TikTok”, I’m a little sceptical. Do you really want to trend alongside things like #poopchallenge (self-explanatory)?
    Let’s come back to brand KPIs

    I’m going to loop back to these things, but in order to do so, I’ll need my soapbox. While I’m fetching it backstage, please take the time to think about what your brand’s KPI’s are. Back. Firstly, ‘make it trend’ is the new ‘make it viral’. Agencies hear this all the time and while the phrase has changed a little, the sentiment stays the same. The sentiment being, I want a lot of people to see me, but I don’t want to pay for it. It’s a dream. Let go of it.

    Trending alongside ‘peeing your pants’ is not a strategy – creating an effective marketing-based intervention is. If you want something to trend, if you absolutely need something to trend, consider the strategic imperative here. There are ecosystems on each platform and if it makes sense to trend within these ecosystems, then do it. Otherwise, stop and make compelling communication instead. Agencies, stop promising the trend on TikTok. Brands, stop asking for the trend on TikTok.
    Take first-party data seriously

    Secondly – and this is where I climb on my soapbox – take first-party data seriously. We have put the fabric of society, our culture, our intellectualism, into the hands of tech giants. Every time you pay for an ad campaign you’re funding them. Every time you click ‘like’, you’re making them more powerful. I don’t want to come across as a heretical, social-media is-trash type person, but seriously, look at the politics. And actually, I do want to come across as that person, somebody needs to. There’s millions at stake here and they’re employing every nasty trick in the book to control their commodity. Their commodity is you, their commodity is your customer. First-party data is your liberator. When you get it, your customer has bought into you, you’ve got a direct line of communication. Sure, you’ve still got to use some of these platforms to get them there, but once they’re there, they’re there. All you need is a compelling reason for people to buy into your brand. A value exchange, something that will matter to them. Sometimes it’s just your product or service, sometimes it’s something a little more like a bit of useful content. Whatever that ‘thing’ is (and I don’t care, as long as you do), get that first-party data!

    Alright, I’m stepping off my soapbox. I’ll finish with a plea, please stop empowering the bad guys.

  • #NEXT2022: Will it be a festive season?

    #NEXT2022: Will it be a festive season?

    I am certain that many of you are experiencing the end of the year ‘throw in the towel’ blues at the moment. It’s been a long one, full of ups and downs. The struggle has been real. But there’s one more hurdle to overcome from a consumer point of view: the big festive season shop. The question is, what will it look like this year and how can we make sure we benefit?

    During the Covid Christmas period in 2020, South Africa was in the middle of a retail downturn and the Christmas sales reflected that. On average there was a 12.5% decrease in sales compared to 2019. If history repeats itself, retailers are in for a very bleak festive season. However, Black Friday’s performance has been better than previous years, but it isn’t the brick-and-mortar stores that will benefit from these changes. The upswing in sales came mostly from the online space.

    New behaviour is here to stay

    There has been a split opinion about post-lockdown behaviour. During the worst of lockdown, many were forced into the online space to make not only their big-ticket purchases, but also their grocery purchases. For some consumers, this behaviour became solidified as retailers rose to the occasion by sharpening up their customer experiences. Others believed that people would revert back to their old ways, but the reality is quite different. The behaviour has stuck.

    Get on ecommerce now

    There is an obvious takeaway – if you’re not selling your goods on ecommerce, you’re missing out on a massive opportunity. There is a not so obvious takeaway. Internationally, consumers are looking for consolidated shopping experiences. The reason for the popularity of platforms like Amazon, is that there is an exceptionally broad range of products. Consumers can visit a single website and have access to a vast number of product categories. Coupled with Amazon’s Alexa, repeat purchases are a breeze. Consumers are locked into repeat buying, and they don’t mind because it frees up time and is almost the definition of convenience.

    We’re experiencing a very similar trend rising here with our very own Takealot. You don’t need to build your own ecommerce enabled site, and even if you have, it’ll serve you well to make sure that your products are available on the big product aggregator sites.

    Social shopping – a viable alternative

    Social shopping is also seeing rapid growth. There are a few reasons for this:

    1. The social aggregator. As I mentioned earlier, the consumer is moving more and more to single space shopping platforms. There is no better single space shopping platform than social media.

    2. The recommendation factor. Consumers have lost all trust in brand messaging (and I don’t say that lightly); and are now looking to friends and family for product recommendations. Social media is primed for these kinds of recommendations, and these social shopping integrations bring social marketing and retail one step closer together.

    3. Attribution. One of the big conundrums with social advertising has been the conversion conversation. For marketers, social media is seen as a set of awareness platforms. Social shopping makes clear attribution reporting possible on platforms like Facebook.

    Bottom-line, behaviours have changed. We need to change with them. While you may not be ready for this festive season, make sure 2022 doesn’t have you relying solely on your physical store.

  • The ‘rules’ of great creative execution

    The ‘rules’ of great creative execution

    I’ve spent the last few months working on several NGO marketing strategies. It’s been absolutely fascinating, mostly because media budgets in that space are incredibly small so compelling creative becomes exceedingly essential. We all know that creative plays a pivotal role in any marketing effort. Still, the insights that I’ve come across in the NGO space illustrate that our creative concepts and structures in other areas are still in their infancy. In this ‘new normal’ world, it is even more important to put resonant creative in front of the consumer.

    There is a fascinating whitepaper that you can read here, but if 52 pages of research is too much, I’ve summarised the findings and adapted them for the retail space, specifically focusing on digital channels.

    Creative matters more than you know

    Correctly framing your marketing messages can lead to a 300% increase in conversion rates. I found this insight to be gobsmacking. Setting up audiences are critical, and human insights should drive big ideas, but what this insight alludes to is the fact that creative structure (how creative actually leads the eye and plays in the space of colour theory), can make or break your conversion rate.

    People need to see themselves

    The research shows that if the consumer sees ads featuring relatable models, conversion rates can increase by 50%. Firstly, this means that you need to understand your target audience in the most fundamental way. You may be selling toothpaste, but if your ad models are dressed in the latest designer fashions, you’re going to lose your audience. It also casts doubt on the effectiveness of ads featuring overly attractive individuals. Secondly, and more technically speaking, we need to make sure that we’re actually targeting the right individuals. In other words, our marketing personas and our digital media audiences need to overlap.

    Don’t overwhelm

    Let’s say you’re running a promotion across a category of items. The temptation is to try and do a mass burst of various products or worse still, cram as many of the products as possible onto a single banner. Despite all its cleverness, the human brain tends towards single subject processing. It means that you’re really only able to focus on (and comprehend properly), one thing at a time. Advertise with your flagship product only, and you’re bound to see improvements in conversion.

    A picture is worth a thousand words

    It’s a throwaway saying that we use to describe the immediate impact of a visual over the comparatively more laborious task of reading a bunch of copy. I think there’s a powerful insight in that saying though. How is the audience’s eye being led through the imagery? Top-to-bottom? Left-to-right? How are you positioning your elements, your copy? Are you unpacking your message in the form of a narrative, or are you simply bombarding the consumer’s eye, giving them the equivalent of a creative smack?

    I was sitting with our creative director the other day looking at how we construct a key visual to deliver maximum impact. We decided that our image would convey a story, albeit with no context, and the final piece of copy on the page would create the context. It would be a eureka moment, a surprise to the viewer, and make a far stronger emotional connection.

    There you have it. Creating good marketing collateral is more than just slapping some pretty copy on to brand CI; it is a strategic endeavour which has far-reaching consequences if not done properly. Good creative teams have a feel for it, but for the rest of us, these are the guidelines we can follow.

  • CX moments of truth

    CX moments of truth

    How many businesses actually go through the exercise of determining where their customer’s pain points are? I was fortunate enough to have the opportunity to work on a very interesting pitch for a popular automotive brand. Part of the task was to map out the entire customer experience. The point of the process was to determine where the brand should focus their efforts (and their budget) in the coming months.

    We conducted some interviews, including those in the market for new cars, and salespeople on the dealer floor, and built personas. We then broke down the journey into five key milestones, mapping out what each persona would be thinking, doing, and feeling. We determined the tools and experiences that would address any pain points, and then looked at whether those tools and experiences already existed. If they didn’t, these became the recommendations. The results it yielded were clear and gave the potential client some deep insights into where they could improve. Like many brands today, some areas of the customer experience were second to none, and some were almost non-existent.

    Content and marketing are not everything

    Many brands are obsessed with content. Visit any brand site or social page, and you’ll find content galore. Videos, infographics, long-form and short-form. Yet, time and time again, the consumer has made it abundantly clear that they’re not particularly interested in hearing from brands. In fact, recent research shows that on a scale of impact, reviews and recommendations from friends and family far outweigh brand messaging.

    Back to our CX audit. As I mentioned, there were gaps and drops in the customer experience, but none of those gaps were content issues. They were all to do with dropped balls and poor experiences at a multitude of real world and digital touchpoints. Boots CMO, Pete Markey, was recently quoted as saying: “Your customer experience is your brand, so focus on getting it right consistently.”

    Marketing moments of truth that matter

    Therein lies the real challenge – being consistent across the board. How much effort are you putting into your marketing vs. your customer’s experience? In a recent CX report published by Rogerwilco, we took a look at the moments that mattered, ranking them by importance to the customer. These moments of ‘truth’, when done well, act as marketing channels all on their own, earning positive reviews that count more than a brand’s self-praise. Surprisingly, moments like unboxing and delivery (in the ecommerce space), were far more important than the search and purchase phases. Many ecommerce brands tend to focus on the search and purchase phase, while neglecting these final phases.

    Ask the right questions

    The questions you need to ask yourself are, which phases in my customer’s  journey am I ignoring? Have I mapped my customer’s moments of truth? Have I taken time to strategise and understand my customer, or am I simply ploughing ahead with creating content and marketing that has no value? I would also implore you to stop using the term ‘audience’. You don’t have one. You have a customer. Start focusing on the things that matter to your customer.

  • Shifting retail habits in SA consumers

    Shifting retail habits in SA consumers

    Marketing influences and retail habits are shifting in the pandemic, and in South Africa’s townships, cash and printed marketing messages still count. These observations are from the 2021 South Africa Township Marketing Report with Rogerwilco and Survey54, which looks at the factors that influence consumer’s decisions in the township environment.

    Cash is still king

    South Africans still carry cash, with a whopping 80% of respondents preferring it over other payment methods. There are two strongly held beliefs here: firstly, bank charges are way too high (not entirely true). Secondly, cash is untraceable, so the taxman won’t take it from you. Abdullahi Ibrahim, treasurer of the Somali Community Board of South Africa, whose organisation represents the interests of many spazas and informal traders, maintains that a majority of his members would prefer if their customers paid with cards or e-wallets.

    With many respondents using their bank accounts only two or three times a month to withdraw their salaries, there are people out there walking around with fairly substantial sums of money in their pockets. Not ideal for them, not ideal for traders. Breaking the cash habit is going to be hard work, but there are benefits for both the retailer and the consumer.

    Retailers: 1, Spaza’s: 0

    Spaza shops have been a mainstay in townships since the 1970s, and while they are still a go-to shopping choice, their popularity is declining. COVID-19 has exacerbated existing issues that consumers face when shopping at a spaza shop. Price has always been a consideration, but many consumers are willing to pay the higher price in exchange for the convenience of having a friendly neighbourhood store. Expired stock is also a long-standing issue, made worse by less foot traffic during COVID-19’s lockdowns.

    These problems have caused the township consumer to re-think their loyalties, and retailers are shifting up the preferred shopping list. The fall of the spaza could be detrimental to SA’s economy, with spaza’s contributing 5.2% to SA’s overall GDP and offering employment to 2.6 million people.

    The opportunities are endless here, but one that springs immediately to mind is a white labelled loyalty programme that could bring the township resident into the loyalty cycle while providing a secure future for the local spaza shop.

    Marketing influences

    The last point I’d like to touch on is our respondent’s most trusted sources of product information. Advocacy from friends and family is number one. A good rule of thumb for marketers is this: you’re not talking to an individual, you’re talking to a family. There is an ecosystem there and getting your brand into those conversations is going to require an understanding of all its participants. In second place (and maybe surprising for some) are newspaper inserts. Many marketers are turning to social media to reach this market, but the sweet spot still lies in print.

    There are many other topics, ranging from attitudes towards fake goods, ecommerce, and side hustles. The takeaway here, is that if this is your audience, you may know less about them than you think.

  • Retail futures from Google Marketing Conference

    Retail futures from Google Marketing Conference

    Google recently aired its Google Marketing conference. The event was a detailed look at the future of online retail, finance, and advertising. Insights, there were aplenty. I’ve taken some notes, focusing on the future of retail. I highly recommend that you go and watch the videos yourselves, there’s a lot of food for thought in them.

    When COVID-19 kicked off, there was a lot of speculation around the ‘new normal’, what trends would remain, and what trends wouldn’t. Here we are, a year later, and there appears to be some stickiness on some of those trends. The retail team at Google has started examining these trends more closely.

    Unpredictability

    Sales will remain unpredictable – 15% of all Google searches are new. People are spending more time at home, and with that comes certain behaviours. I know, as I’ve been spending a lot of time in my study, using it as my office. I’ve had to get a second screen, increase my desk space, and organise a bundle of cables leading out of the various PCs that I own. I wouldn’t have been bothered by any of this if I wasn’t spending so much time in this room. The thing is, this behaviour is completely unnatural for me. If you told me a year ago that I’d be buying leather chairs to turn the spare room into a library, I’d tell you that you’re mad. It turns out that my forays into interior design and neatening up my spaces are not unique to me.

    There’s also been an increase in clothing sales of tops, but not bottoms. How many of us are sitting in pyjama pants right now? The fact that 15% of Google searches are new, means that people are starting to think differently. They’re looking for inspiration, for ways to make their lives better in the new context they find themselves in. We’ve never seen this before. Sales have become unpredictable.

    Convenience

    Consumers have three big priorities. Stock and delivery times are the first two. If your business is struggling to keep stock or your delivery times are not great, you had better fix that. Those two issues are damaging your brand, which in turn will damage your repeat business (and perhaps even new business if word gets out). We’ve always known that people have an affinity towards brands that share their ideals.

    The third consumer priority takes this into account. As part of this drive towards convenience, consumer searches show a 71% increase in usages of terms like “sustainable”, “ethically sourced”, etc. This has always been a background trend, but it is becoming more prominent and I am aware of several businesses that have taken note and are beginning to take sustainability a lot more seriously.

    Data

    Data has always been important, we know it, and many of us spend a lot of time looking at it. But how we use data needs to change. Sajal Kohli, senior partner and head of global retail at McKinsey has said that businesses need to gear themselves for “much shorter planning horizons”. So, if you’re planning your business activities on a one year timescale, you need to stop. Start planning your launches, promos, and campaigns on a quarterly or even monthly time frame. The data is there and you have the insights. Your business needs to become far more agile to account for the unpredictable environment we find ourselves in.

    This should have been the approach to business the moment we had access to the volumes of data that we have access to. But for some reason we stuck to our old ways. Covid is forcing our hand and we need to adapt quickly.

    Loyalty programmes

    I’ve talked about loyalty programmes before in this forum, so I’m not going to go into this in too much detail. The bottom line is, have a good one, and make retention and repeat shops a priority.

    I know that the ‘new normal’ conversation has been done to death. I’m also aware that a lot of the stats I’ve presented above are US-based. I don’t think it matters. This isn’t about Covid, this is about solid retail business practices. The things that the team at Google are telling us, are not new and wonderful insights. We’ve known these things all along.

    Be agile, focus on data and insights, and put your customer first. These conversations have been around for years. Covid or no Covid, the pressure is on, and we need to start putting these principles into play.

  • Relook at marketing strat going forward

    Relook at marketing strat going forward

    If you’re predicting trends, I say good luck to you. I don’t want to play. I wish you well, I hope you enjoy yourself. I’m going to take the financial investors approach to predictions this year… “there’s just not enough data”.

    With trends articles usually, we tend to see the same things repeated over and over again, year in and year out. Things like mobile and user-generated content will continue to rise, and so on. It’s all very predictable, it’s all quite boring. I’m not against looking back though, and after the year we’ve just had, I think it’s important to interrogate and re-evaluate marketing efforts.

    Do you know your audience?

    Honestly, if all you know about your audience is their age, gender, and monthly income, you don’t know your audience. But, if you have some psychographic data generated by some good conversations with them, then good for you, you know your audience a little bit better. No matter where you sit with your audience knowledge, I have some bad news; you may have to go back to the drawing board.

    During 2020, the sale of luxury goods dipped dramatically while consumer electronics shot through the roof. People have become far more focused on simplifying their everyday lives than they are with wearing trendy fashion items. The luxury brands that are weathering this storm are the ones that actually did focus on sustainability as opposed to paying lip-service to it. If your brand doesn’t make everyday life easier or makes some kind of positive and tangible difference to the world, you might be in trouble.

    Community has also become a prioritised topic. Absence makes the heart grow fonder and isolation has definitely highlighted that community is essential to wellbeing. Brands that are focused on the single individual, using terms such as  ‘individuality’ as part of their brand promise will find that they no longer resonate with their audiences like they used to. So, relook at your audience. They might be different people.

    Social channels

    A couple of things have happened here that are noteworthy. Firstly, social has become a very solid sales channel. It’s something that Facebook has been trying to push for a while now and many brands are starting to see very tangible results from Facebook. Tools like Facebook marketplace have come into their own, but another factor is all-round better content and targeting from brands.

    The biggest external contributor to sales across multiple social channels is lockdown. As I mentioned earlier, people have become isolated and they’ve turned to social media to fill those emotional gaps.

    But, and here’s the thing, maybe you don’t need ALL those social channels.

    I know, I know, you’ve been told you need a presence… but really? Do you? Is it a solid strategy to just exist on a platform without getting tangible results? The trend is moving towards optimisation, culling the under-performing channels and focusing on creating better content for the platforms that remain. It’s a big step to take and it requires a shift from a reach/engagement mindset to a conversion mindset. As I said, I don’t want to be the trends guy, but it’s worth considering.

    Mindset

    While looking at trend reports does have some uses, and can sometimes be quite inspiring and insightful, remember that each brand ecosystem is different. The thing is, you need to keep your ear close to the ground and an eye on the value your marketing efforts generate. This is a rule of thumb. If you only remember one thing from this article, let it be this: throw away your checklists because you’re not in Kansas anymore. I am certain that 2021 will be a harsh master and if you’re not paying attention, it will decimate you.

  • The pitfalls of targeting digital audiences

    The pitfalls of targeting digital audiences

    I was looking at some data from a client’s ecommerce platform, and I noticed something rather shocking. The segment that all of their budget and creative was aimed at (the millennial) was only responsible for 50% of sales. The other 50% came from a range of age groups who seemed to be returning to the platform simply because they liked the product. A sample of one is hardly compelling, but it did take me on a journey of seriously considering how we set up our target audiences, especially when it comes to using these broad labels like ‘millennial’ or ‘Gen Z’.

    I’ve sat in countless agency presentations where the word millennial is taken out and paraded around like it has some kind of meaning. As I delved deeper into the topic, I realised that any sort of generational classification is actually quite meaningless. My starting point was looking at how people’s attitudes shift as they move through different stages of their lives. While most of my research centred around the physiology of the human brain and how it ages, I will spare you the science and get to the point. As we age, our brain changes. As our brain changes, our priorities change, our abilities change, and how we make decisions changes.

    Younger people will be more open-minded. Older people will be more set in their ways. It has nothing to do with your generational label and more to do with how old your brain is. As you get older, you’ll move from being like a millennial to being like a Gen X’er to being more like a baby boomer. The labels and descriptions should change as you do, but they don’t. If you’ve been labelled a millennial, you’ll be one until the day you die. All the descriptions that go with it will be yours forever. And I think it’s plain wrong.

    The labels are wrong, but what has that got to do with my ecommerce example? It goes beyond labels. Not only is your generational label irrelevant, so is the year you were born. Looking at adoption rates for new technology, it takes older people as little as four years to catch up and use the technology adopted by younger people. While you could say that younger people are technology-centric, we’re almost on a level playing field, all things considered. If you are using age-based targeting, you need to very carefully examine whether you’re not losing out on a much broader audience. If your sales are coming from other age groups despite your marketing efforts to a single group, you might be sitting on a goldmine. A shift to more inclusive audience targeting should be on the cards.

    In the ideal world, you’d want to leave all this third-party audience nonsense behind you. Third-party data (like Facebook and Google) should only really be used to generate first-party data (stuff that you own). Constantly using other platforms to drive your sales means that you’ll always be at the mercy of the tech giants. Once you have your dataset, you can break free of their rules, regulations, and generally poor quality of the data provided to you. You can move into a world where you can grow and segment your data where and when you please.

    Back to the ecommerce data I first mentioned, 15% of the sales came from owned data. That dataset is not a priority, and yet it is generating sales for a far smaller budget than the social budget. Social generated just 1% of the sales. Leave generational and age targeting behind. Build your own audience database. Get rich.