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September 2011 - Marketing Roundtable - David Lewan
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September 2011 - Marketing Roundtable - David Lewan

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September's panel will discuss how to turn customers and stakeholders into advocates. Join consumer and business marketing experts as they reveal the latest integrated marketing and customer …

September's panel will discuss how to turn customers and stakeholders into advocates. Join consumer and business marketing experts as they reveal the latest integrated marketing and customer satisfaction strategies for creating relationships with customers that care, share and buy.

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  • 1. Metrics to Understand Today’s Consumer
    Dave Lewan
    VP, Public Sector and Sales Operations
    ForeSee
  • 2. Today’s Consumer
  • 3. The web has given today’s consumer
    new powers…
    The Super Consumer
  • 4. The Super Consumer
    Stronger Voices
    Consumers can share opinions further and wider – as fast as they can type and hit send
  • 5. The Super Consumer
    Powerful Hearing
    Consumers can seek out and absorb as many recommendations or negative comments as they want
  • 6. The Super Consumer
    Great Knowledge
    Consumers have access to information and greater knowledge than ever before
  • 7. The Super Consumer
    Ability to Clone
    Consumers can be in multiple places at the same time
  • 8. A New Order
    The consumer is in charge
    • Great knowledge
    • 9. More channels
    • 10. More competitiveness – lower barriers to enter
    • 11. Lower switching costs
  • The
    Consumer Experiences
    and
    Customer Satisfactionare more important today than ever before
  • 12. Why Satisfaction?
    Experience and Expectations defineSatisfaction
    Satisfaction determines what consumers do next
    What consumers do drives financial success
  • 13. You cannot manage what you do not measure
    Can you improve
    if you don’t measure ?
    What you measure willdetermine what you do
    How Do We Manage It ?
  • 14. Today’s Consumer is a Multi-Channel User
  • 15. Today’s Consumer is a Multi-Channel User
    Traditional Single
    Channel Metrics
    +
    A Multi-Channel User
  • 16. Today’s Consumer is a Multi-Channel User
    +
    =
    A Multi-Channel Consumer
    Misinterpreted Metrics and Misguided
    Information
    Traditional Single
    Channel Metrics
  • 17. Social Media
    A typical scenario…
    “I just bought an awesome Panasonic 3D TV at Best Buy – on sale!”
    Follow the bouncing ball: Social Media
  • 18. I’m Going to Check it Out
    Panasonic 3D TV Best Buy
    Follow the bouncing ball: Social MediaSearch
  • 19. I Have Options
    Panasonic 3D TV Best Buy
    Follow the bouncing ball: Social MediaSearch
  • 20. This Must be the One
    Panasonic 3D TV Best Buy
    Follow the bouncing ball: Social MediaSearchSEM
  • 21. I’m on the Website
    Follow the bouncing ball: Social MediaSearchSEMSite
  • 22. Why Did He Come to Our Site?
    Analysis
    Visitor came through AdWord program
    Visitor came because of a recommendation from a friend on a social network
  • 23. Hmmm…Package Options
  • 24. This Looks Like a Good Option
  • 25. Distracted! Abandoned Shopping Cart
    Follow the bouncing ball: Social MediaSearchSEMSiteAbandon Site
  • 26. What Happened to Our Visitor?
    Analysis
    Visitor came through AdWord program
    Visitor came because of a recommendation from a friend on a social network
    Item added to cart, different from recommendation
    Cart abandoned
  • 27. Meanwhile…
    Follow the bouncing ball: Social MediaSearchSEMSiteAbandonSiteGo to Store
  • 28. While at the Store I Search for a Lower Price
    Follow the bouncing ball: Social MediaSearchSEMSiteAbandonSiteGo to StoreCheck the App for Lower Prices
  • 29. I Buy the TV Package in the Store
    Follow the bouncing ball: Social MediaSearchSEMSiteAbandonSiteGo to StoreCheck the App for Lower PricesPurchase my New TV
  • 30. Enjoying my New TV!
    Follow the bouncing ball: Social MediaSearchSEMSiteAbandonSiteGo to StoreCheck the App for Lower PricesPurchase my New TVEnjoy!
  • 31. What does this Tell Us?
    Analysis
    Visitor came through AdWord program
    Visitor came because of a recommendation from a friend on a social network
    Item added to cart, different from recommendation
    Cart abandoned
    Visits Store
    Uses App and does not purchase
    Purchases in Store
  • 32. What’s Wrong with our Analysis?
    Analysis
    Visitor came through AdWord program
    Visitor came because of a recommendation from a friend on a social network
    Item added to cart, different from recommendation
    Cart abandoned
    Visits Store
    Uses App and does not purchase
    Purchases in Store
  • 33. Was this a Good or Bad Customer Experience?
    Social Experience
    Search Experience
    Web Experience
    Store Experience
    Mobile Experience
    Was The Customer Satisfied ?
    Behavioral metrics don’t tell us
    Single channel metrics don’t tell us
  • 34. Behavior ≠ Success
    Engagement ≠ Success
    How do we define success ?
  • 35. Don’t just measure success through the eyes of the organization.
    Return on Assets
    # of visits
    geographic data
    conversion rates
    % of repeat orders
    sales per visitor
    referring urls
    bounce rate
    keywords
    Customer Acquisition Costs
    Inventory Turns
    average time on site
    cost-per-click
    % of new orders
    # of new visitors
    page views
    customer lifetime value
    lead generation
  • 36. Also measure success through the
    eyes of your customers
  • 37. Success = Satisfaction
  • 38. Managing Forward
    Measure what drives satisfaction
    at the experience/transaction level
    Measure overall Customer Satisfaction
  • 39. Social Media Value Calculation Benchmark
    250 sites and 350,000+ consumers
    1% of site visitors came directly from a social media site (referring URL)
    19% were influenced by social media
    Source: ForeSee Results Social Media Value Calculation Benchmark
  • 40. About ForeSee
    Customer experience analytics organization that applies science & technology to the measurement & analysis of customer satisfaction
    Founded in 2001
    Privately held
    Ann Arbor, Michigan
    Financially stable with positive cash flow since 2005
    Growth in every quarter
    Heritage of innovation and scientific rigor
    Patented technology
    American Customer Satisfaction Index
    University of Michigan
  • 41. ForeSee Helps You
    Apply science to continuous voice of customer measurement
    Measure satisfaction and drivers of satisfaction and impact on future behaviors
    Profile personas and intents of your customers
    Diagnose strengths, weaknesses, and opportunities
    Predict impact of change on satisfaction and behavior; prioritize improvements
    Provide actionable insights
    Compare against peers, competitors, best-in-class, yourself over time
  • 42. Top 5 Takeaways
    You cannot manage what you do not measure
    The consumer is multi-channel with unprecedented power
    Measure success from the customers’ perspective – not the organization’s
    Customer satisfaction drives conversion, loyalty, retention and word-of-mouth … and financial success
    To be successful you must do 2 things: satisfy your customer and be fiscally responsible
  • 43. Thank you
    Dave Lewan
    VP, Public Sector and Sales Operations
    734.327.3848
    Dave.Lewan@ForeSee.com
    Twitter: @davelewan
    www.ForeSee.com