John Butler, the former Global Head of Communications and Media at dunnhumby, gave a solo presentation at SES London 2011 entitled, "Monetising Social Commerce: Brand Loyals, Brand Mavens and Today's Social Targeting Revolution." Butler has launched, via one of dunhumby's global retailers, a mechanism for connecting the power of purchase-based behavioural targeting and social networks. Without revealing which retailer was involved, he shared the results gained from live tests showing: Demography is dead as a targeting mechanism. Purchase based targeting regularly generates above 50 percent response rates versus 2 percent in traditional Direct Marketing. Combined with purchase-based targeting, social targeting is showing up to 80 percent response rates and creates a clear "network of purchase" that can be used by Brands to market to consumers. Marketing with purchase-based and social targeting allows a scientific definition of uncommitted, repertoire, preference, respectful o! r devoted buyers that enables brands to grow categories, share and profit by an average of 25 percent to their competition. John Butler is a leading independent consultant in consumer-targeted and social media. He is the former head of dunnhumby's communications & media practise and a member of dunnhumby's executive board. dunnhumby reaches 350 million consumers through its work with Tesco, Kroger, Macy's, Casino group and others. dunnhumby is the company behind Tesco clubcard and acts as the primary
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