Upgrade to Pro — share decks privately, control downloads, hide ads and more …

WMTC20: Using Big Data to Drive Results

Zephyr Conferences
March 05, 2020
72

WMTC20: Using Big Data to Drive Results

Big data is the wave of the future – do you know how to use it? This session will provide an overview of data analytics, explore what metrics are important and why, and how to get the most out of your data to maximize exposure and sales. Presented by Cathy Hughye, Enolytics

Zephyr Conferences

March 05, 2020
Tweet

Transcript

  1. Using Big Data to Drive Results
    PREPARED FOR: WINE MARKETING & TOURISM CONFERENCE
    PREPARED BY: ENOLYTICS
    MARCH 5, 2020

    View full-size slide

  2. What is the real “elephant in the room”?

    View full-size slide

  3. Decentralized marketing to wine tourists isn’t
    happening nearly as much as it can be.

    View full-size slide

  4. And that’s the real elephant in the room.

    View full-size slide

  5. Let me tell you a story.

    View full-size slide

  6. First let me take a step back.

    View full-size slide

  7. What is big data for wine?

    View full-size slide

  8. Critical Point:
    The data already exists.

    View full-size slide

  9. Let’s make this relevant to our conversation
    here today.

    View full-size slide

  10. CTA One: Global Wine
    Database

    View full-size slide

  11. Adoption rate,
    Oregon vs California?
    Australia vs France?
    Canada vs Mexico?

    View full-size slide

  12. CTA Two:
    Application to Tourism

    View full-size slide

  13. Curiosity
    +
    Tourist

    View full-size slide

  14. Tourism → Ecommerce
    Ecommerce → DTC

    View full-size slide

  15. CTA Three: From Tourism to
    Selling Direct To Consumer

    View full-size slide

  16. Ecommerce:
    Value is high.
    Volume is low.
    That’s an opportunity.

    View full-size slide

  17. CTA Four:
    Decentralizing DTC

    View full-size slide

  18. CTA Five:
    Meeting Consumers Where
    They Are

    View full-size slide

  19. Case Study from South Africa:
    Top 15 Hashtags Used
    by Consumers…

    View full-size slide

  20. Case Study from South Africa:
    Top 15 Hashtags Used
    by the Winery…

    View full-size slide

  21. Point of Difference?
    Emotion.

    View full-size slide

  22. Let’s look at time of day
    and day of week…

    View full-size slide

  23. Consumers engage primarily on
    weekends, with activity peaking
    around 4 pm.

    View full-size slide

  24. The winery, on the other hand,
    engages primarily Wednesdays
    and Fridays, usually around 7 am
    and 7 pm.

    View full-size slide

  25. Is this meeting consumers where
    they are?

    View full-size slide

  26. Decentralized marketing to wine tourists isn’t
    happening nearly as much as it can be.

    View full-size slide

  27. CTA One: Global Wine
    Database

    View full-size slide

  28. CTA Two:
    Application to Tourism

    View full-size slide

  29. CTA Three: From Tourism to
    Selling Direct To Consumer

    View full-size slide

  30. CTA Four:
    Decentralizing DTC

    View full-size slide

  31. CTA Five:
    Meeting Consumers Where
    They Are

    View full-size slide

  32. Five areas of digital fluency.
    One major takeaway.

    View full-size slide

  33. “If we didn’t collaborate, we
    wouldn’t have a reason to exist.”

    View full-size slide

  34. Every one of us can take action
    individually.
    Imagine how much more powerful
    it would be, with our groups.

    View full-size slide

  35. Think about it.

    View full-size slide