The Power of One is the Future of Marketing

soccer ball
Soccer ball photo courtesy bigfeet98.

This morning, I saw an interesting press release from Informatica stating that they were working with Everton Football Club. So, I don’t usually care about specific press releases and I don’t follow the English Premier League, so why did I care?

What got my attention was that Everton is taking all of their data from their retail stores, website, marketing data, ticketing, and on-site systems to work on individualized marketing approaches. Everton believes that a top challenge is to maintain and grow personalized relationships with fans and this may be more true in sports than in any other vertical. After all, for those of us who are sports fans, we know that our relationships with our teams are personal and often lifelong. And, to be sexist, there are a lot of guys out there who don’t like clothes shopping, yet have taken time out of their day to buy a sports jersey!

But to be less flippant, there are also bigger ramifications here based on the Power of One. The Power of One is the basic idea that each person has a unique and special relationship with their social graph and their vendors and sources. It’s not a new concept, but it is one that has been superseded in recent years by a purely data-driven concept of marketing. There’s nothing wrong with data-driven activities: one of my hobbies on my business card is Moneyballing everything! But Everton’s use of data is interesting in that it takes the next step: using data to develop a more personalized relationship with each fan and getting back to the Power of One.

People make consumer decisions based on their personalized view of the world and not just from being part of a category, such as an 18-35 male fan making between 35,000 and 50,000 pounds. By understanding every single fan on a personal level, Everton is also going to be able to react to fan interest more quickly and provide new resources for fans as they are requested. That’s the key business imperative being met here: creating a more responsive and on-demand enterprise based on scalable cloud resources.

Both the Force.com based database and the Informatica Cloud integration and data management platforms are good choices in our opinion because that they will allow Everton to scale these efforts out as they use additional data sources and start using new inputs and channels to communicate with fans. Last year, Informatica had announced Informatica Vibe, a virtualization of their data machine to emphasize that Informatica data management could be rationalized, simplified, and cloud-enabled. But behind the marketing, it’s proof points like this that occur months after the flashy product announcement that provide greater insight.

At DataHive, we focus on Social Big Data for Human Insight. All three parts of that matter:

  1. You have to be social and participate with each person on an individual level.
  2. You have to use Big Data technologies both to scale your interactions and to increase the depth of interaction through video and educational materials. (In sports, an “educational material” might be a highlight film. Education doesn’t have to be boring!”)
  3. And you have to gain human insight, in this case by moving from a marketing approach of using demographic and psychographic information to focusing on the individual fan and the Power of One.

Ultimately, that’s what makes this announcement interesting to us as it represents the type of work that we have started doing with other clients. We both congratulate Everton FC on its marketing vision and look forward both deploying and documenting additional Power of One marketing efforts in the near future.

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