of Firstborn, a digital agency in New York.
However, reacting nonstop to Twitter and Facebook posts runs the risk of your voice wandering
so far off message that it will bear little resemblance to your display ads, providing consumers
with a muddled image of your company.
“You have to resist the temptation to be like a
hummingbird jumping from flower to flower and
overreacting as you look at the data,” Speros says.
If the goal is to create integrated digital campaigns, data coming from multiple sources must
be viewed holistically, and from a consumer-centric point of view. One reason marketers
struggle to do this is the siloed nature of their
organizations: if social media data is reported to
one department while app usage data is reported
elsewhere, your company is unlikely to take full
advantage of the data.
Fidelity maintains a holistic view of its data
by funneling it all to the same group. The firm’s
marketers recently launched the second phase
of its three-year-old Green Line campaign, an
award-winning integrated effort that spans
multiple digital and offline platforms.
Speros notes that the ability to corral information allows Fidelity to combine qualitative and
quantitative data into a comprehensive whole.
“We have a large analytics and insights group that
manages all our data for us and is able to reach
into just about any bucket of data within the
company to pull together a story for us,” he says.
“They can look into social media data, the
digital response rates on banners, and direct
mail print response rates,” he points out. “We
also do a lot of modeling work using the data
and insights we gather.”
Turning Data into Action
It was through that kind of analysis that Fidelity first
developed its Green Line campaign in 2009. On
the heels of the financial collapse, Fidelity saw
strong evidence through its various channels that
even experienced investors were seeking guidance.
“THE DATA EXPLOSION IS ONE OF THE BIGGEST
ISSUES MARKETERS HAVE TO DEAL WITH. THE
DATA HAS BECOME SO VARIED AND VOLUMINOUS THAT IT CAN BE HARD TO DECIDE HOW
TO MAKE SENSE OF IT ALL.”
— JIM SPEROS, CMO OF FIDELITY INVESTMENTS
4 | April 2012 ANA Thought Leadership Series