Andrew grill at gauc: Going BEYOND analytics


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Going BEYOND analytics

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  • The challenge that most of us are facing is that in this quickly evolving world
    - is that siloed analytics approaches of the past are insufficient to deliver the high levels of engagement and service demanded by our customers.

    There is an interesting 92:1 Ratio that drive most current approaches to marketing.
    That is, companies typically spend $92 to bring customers to their site or app through marketing efforts, but only $1 to keep them.

    Most organizations have the capabilities today to understand at least how many people are abandoning or converting on their site
    However, most companies do not have the visibility to understand why
    And more than half do not have the insight to understand how site usability impacts conversion.

    So it’s important that strategies are put in place to enhance customer experience based on current customer expectations.
  • Andrew grill at gauc: Going BEYOND analytics

    1. 1. @AndrewGrill Global Partner - Social Business Going BEYOND analytics
    2. 2. 2 Why am I here?
    3. 3. 3
    4. 4. 4
    5. 5. 5 • Online since 1983 • Started Blogging 2001 • Joined LinkedIn 2004 • Joined Twitter 2007 • CEO of Kred 2011 – 2013 Who is @AndrewGrill?
    6. 6. 6
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    8. 8. 8 Social media is the best piece of market research you NEVER commissioned
    9. 9. 9 We surveyed 524 CMOs in 56 countries 28 Middle East and Africa 46 Asia Pacific Central and Eastern Europe 57 Western Europe 180 Japan 83 North America 61 South America 69
    10. 10. 10 Three distinct profiles emerged from our analysis, with one making significantly more progress in preparing for a digital marketing future 30% 37% 33% CMO profiles Traditionalists Social Strategists Digital Pacesetters
    11. 11. 11 Traditionalists are just setting out on their quest to build capabilities around social, mobile and digital marketing  Challenged by the data explosion, growth in social media, and the plethora of new channels and devices  Yet to integrate their physical and digital sales and service channels  Seldom engage with customers via social networks  Rarely use advanced analytics to extract insights from customer data Traditionalist profile 37%
    12. 12. 12 Social Strategists put “social” at the front and centre of their sales, marketing and customer service strategy  Focusing on social media as their primary means of engaging customers  Actively integrating their physical and digital sales and service channels  Making some progress towards building the infrastructure required for mobile  Rarely use advanced analytics to extract insights from customer data 33% Social Strategist profile
    13. 13. 13 Digital Pacesetters are making good progress toward building end-to-end connections between the customer and their organization  Reasonably prepared for the data explosion  Well set for the growth in social and mobile channels, and the proliferation of devices  Actively integrating their physical and digital sales and service channels  Regularly use advanced analytics to extract insights from customer data 30% Digital Pacesetter profile
    14. 14. 14 Organizations with CMOs who are Digital Pacesetters are more likely to be financial outperformers* Digital Pacesetters Social Strategists Traditionalists 43% 31% 25% 50% 100%0% Distribution of outperformers * Performance is determined by self-assessment of the organization’s revenue growth and profitability relative to industry peers
    15. 15. 15 Prepared Underprepared CMOs feel as underprepared for two of the biggest technology shifts as before; the rate of change seems faster than many can cope with Source: Question CMO4–How prepared are you to address the following market factors (data explosion and social media)? Preparedness for the data explosion 71% 20132011 82% 29% 18% 68% 20132011 66% 32% 34% Preparedness for social media
    16. 16. 16 To succeed in the digital era, you have to be totally in sync with the behaviour and preferences of your customers in a fast-changing landscape. You have to be quick and adaptable. ” CMO Retail, United States
    17. 17. 17 Lots of data, not enough answers Only 26% of companies have a well-developed strategy in place for improving customer experience.* 58% of companies have limited or no understanding of which usability issues affect conversion* 91% of companies have limited or no understanding of why people leave their site without converting* * Econsultancy - 2013 © 2014 IBM Corporation
    18. 18. 18 40 customers abandoned basket each day 40 x 365 x €200 = €2.9 million / year One of the articles is not available in the requested quantity
    19. 19. 19 “The last, best experience that anyone has anywhere becomes the minimum expectation for the experiences they want everywhere.” – Paul Papas, Global Leader, IBM Interactive Experience
    20. 20. 20 Going beyond web analytics
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    25. 25. 25 using and applying data effectively * Souce: 2013 IBM Global CSuite Study: The Customeractivated Enterprise ** The Customer Experience Impact 2010 report, RightNow and Harris Interactive is still growing important, but still challenging:
    26. 26. 26 transformative ideas that get you to the future first
    27. 27. Thank You @AndrewGrill