Blackmores CMO: ‘Don’t get lost in big data, focus on the small data you already have’
The chief marketer of vitamins and supplements company Blackmores has told marketers not to be overwhelmed with ‘big data’ but instead focus on better using the ‘small data’ they already have.
Paul Di Vito, chief marketing and digital officer of Blackmores, told today’s Mumbrella Retail Marketing Summit how his brand had used mobile and data to drive better sales and engagement for the brand.
Paul Di Vito speaking at the Retail Marketing Summit yesterday
“We are using digital and data so much more cleverly today and it doesn’t have to big and scary,” said Di Vito. “I would love to start a big data program but I have to convince my board first.
Which agency did the new website / mobile enabled site and what platforms do they use to run it?
Hi ‘Homicide Hunter’ I’m not quite sure what platform Mr. Di Vito build Blackmores site 3 months ago.
But when I was CD on the account we built the site on Sitecore – and all the data and info was segmented to 7 core groups depending on your health life stage – so we served up content relevant to you not just on site but all comms too.
That was in 2010 you can see the site here: https://kevinferry.carbonmade.com/projects/2648208
Agree with everything Mr.Vito said but please don’t make out this is something new that Blackmores are doing. (You are been disrespectful to previous marketing directors at Blackmores and to me)
By the way the site won a Gold for best Global SiteCore website in 2010 -it’s great platform.
Best
Kevin Ferry
Agree Kevin,
Their old website and newsletter were way ahead of the curve, way before “big data” became trendy.
Di Vito’s comments are actually quite amusing. They talk about their ‘one size fits all’ approach being a problem that they’ve overcome. In fact, that’s something they addressed many years ago and the problem re-emerged when they redeveloped their online properties.
It’s great that other areas of the business are performing so well, as it would seem that their online marketing is just catching up to it’s former self.
Let’s get real Paul,
The open rates are spiking because you did a huge acquisition drive over the Aussie Open.
Those subscribers are always more active when they are new (welcome emails anybody?)
Let’s see if you can make that claim in 6 months time.