Metrics to Understand Today’s Consumer<br />Dave Lewan<br />VP, Public Sector and Sales Operations<br />ForeSee<br />
Today’s Consumer<br />
The web has given today’s consumer <br />new powers…<br />The Super Consumer<br />
The Super Consumer<br />Stronger Voices<br />Consumers can share opinions further and wider – as fast as they can type and...
The Super Consumer<br />Powerful Hearing<br />Consumers can seek out and absorb as many recommendations or negative commen...
The Super Consumer<br />Great Knowledge<br />Consumers have access to information and greater knowledge than ever before<b...
The Super Consumer<br />Ability to Clone<br />Consumers can be in multiple places at the same time<br />
A New Order <br />The consumer is in charge<br /><ul><li>   Great knowledge
   More channels
   More competitiveness –     lower barriers to enter
   Lower switching costs</li></li></ul><li>The<br />Consumer Experiences <br />and <br />Customer Satisfactionare more imp...
Why Satisfaction?<br />Experience and Expectations defineSatisfaction <br />Satisfaction determines what consumers do next...
You cannot manage what you do not measure<br />Can you improve<br /> if you don’t measure ?<br />What you measure willdete...
Today’s Consumer is a Multi-Channel User<br />
Today’s Consumer is a Multi-Channel User<br />Traditional Single <br />Channel Metrics<br />+<br />A Multi-Channel User<br />
Today’s Consumer is a Multi-Channel User<br />+<br />=<br />A Multi-Channel Consumer<br />Misinterpreted Metrics and Misgu...
Social Media <br />A typical scenario…<br />“I just bought an awesome Panasonic 3D TV at Best Buy – on sale!”<br />Follow ...
I’m Going to Check it Out<br />Panasonic 3D TV Best Buy<br />Follow the bouncing ball:  Social MediaSearch<br />
I Have Options<br />Panasonic 3D TV Best Buy<br />Follow the bouncing ball:  Social MediaSearch<br />
This Must be the One<br />Panasonic 3D TV Best Buy<br />Follow the bouncing ball:  Social MediaSearchSEM<br />
I’m on the Website<br />Follow the bouncing ball:  Social MediaSearchSEMSite<br />
Why Did He Come to Our Site?<br />Analysis<br />Visitor came through AdWord program<br />Visitor came because of a recomme...
Hmmm…Package Options<br />
This Looks Like a Good Option<br />
Distracted!  Abandoned Shopping Cart<br />Follow the bouncing ball:  Social MediaSearchSEMSiteAbandon Site<br />
What Happened to Our Visitor?<br />Analysis<br />Visitor came through AdWord program<br />Visitor came because of a recomm...
Meanwhile…<br />Follow the bouncing ball:  Social MediaSearchSEMSiteAbandonSiteGo to Store<br />
While at the Store I Search for a Lower Price<br />Follow the bouncing ball:  Social MediaSearchSEMSiteAbandonSiteGo ...
I Buy the TV Package in the Store<br />Follow the bouncing ball:  Social MediaSearchSEMSiteAbandonSiteGo to StoreChe...
Enjoying my New TV!<br />Follow the bouncing ball:  Social MediaSearchSEMSiteAbandonSiteGo to StoreCheck the App for...
What does this Tell Us?<br />Analysis<br />Visitor came through AdWord program<br />Visitor came because of a recommendati...
What’s Wrong with our Analysis?<br />Analysis<br />Visitor came through AdWord program<br />Visitor came because of a reco...
Was this a Good or Bad Customer Experience?<br />Social Experience<br />Search Experience<br />Web Experience<br />Store E...
Behavior  ≠ Success <br />Engagement ≠ Success<br />How do we define success ?<br />
Don’t just measure success through the eyes of the organization.<br />Return on Assets<br /># of visits<br />geographic da...
Also measure success through the<br />eyes of your customers<br />
Success = Satisfaction<br />
Managing Forward<br />Measure what drives satisfaction <br />at the experience/transaction level<br />Measure overall Cust...
Social Media Value Calculation Benchmark<br />250 sites and 350,000+ consumers<br />1% of site visitors came directly from...
About ForeSee<br />Customer experience analytics organization that applies science & technology to the measurement & analy...
ForeSee Helps You<br />Apply science to continuous voice of customer measurement<br />  Measure satisfaction and drivers o...
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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 satisfaction strategies for creating relationships with customers that care, share and buy.

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September 2011 - Marketing Roundtable - David Lewan

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

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