The Power of Data Driven LEAN Marketing - Chris Harding

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Chris Harding of Resonate Business Solutions talks at "Getting Ahead in Web Analytics 2" about how to use data to drive marketing performance.

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  • What I’m going to share with you in the next 15 minutes
    Has the potential to TRANSFORM YOUR BUSINESS
    THE REASON i say that is because
    Rather than just BLAST you with another list of ideas about search and social media
    START with a more effective FRAMEWORK for THINKING about your business and marketing...
    Then some PRACTICAL NEXT STEPS
    The NO-BRAINER OPPORTUNITY to get help working on your strategy
  • You don’t need me to tell you we are living in interesting times
    Somewhere BETWEEN the INDUSTRIAL AGE with its INDUSTRIAL MINDSET which is very functional in its approach
    and the DIGITAL AGE with its RELATIONALLY CONNECTED MINDSET which is all about relevance
    ULTRA COMPETITIVE LANDSCAPE that you operate in.
    POWERED BY TECHNOLOGIES including the INTERNET and is arguably the most influential invention since the printing press.
    The RAPID ADVANCEMENTS in sophisticated technologies are changing
    the way we communicate, BUY, SELL, DO our work, do business
    Everything DISCOVERABLE / more COMPETITIVE / more INNOVATIVE / more DISRUPTIVE
    REVOLUTION without destination
    Has direction but its a state of DISCONTINUOUS CHANGE
  • The good news is that there are thousands of opportunities every month for the services you offer
    The OPPORTUNITIES for attracting and keeping new customers are huge
    More than 650,000 searches per month
  • 20 opportunities to get found on PAGE ONE of google
    Lloyds
    Halifax
    Santander
    Tesco
    HSBC
  • This is not going to be a lesson on social media but just
    To POINT OUT that the LANDSCAPE has CHANGED FOREVER
    YOU ARE NO LONGER IN CONTROL of the conversation
    But you have to see it as a conversation and you have to ENGAGE in the conversation
  • THE BUSINESS CHALLENGE
    HOW TO attract and keep CUSTOMERS - not sales
    The BRAND challenge
    there is a WAY TO DO EVERYTHING - BETTER WAY - need to do it better than the competition so that your way is the preferred way for your clients - so they keep coming back
    BRANDING is important for customer perception - but BRAND is more important - its reality
     
    The ENGAGEMENT challenge includes marketing –
    effective communication of your ideas and your value proposition
    in a compelling and relevant way that gets the customer to say “yes”
    You CANNOT SELL ANYTHING - You can only PERSUADE people to take the next step towards buying
    Moments of truth At every touch point
    In the next 10 minutes - FOCUS ON THE ENGAGEMENT CHALLENGE
    FIRST want to give you the STARTING POINT that holds them all together.
    the MINDSET challenge - a way of thinking about your business as the solution to its customer’s problems.
    The REAL REASON reason some succeed and others fail - the same
    technical skill
  • What problem does it solve - What difference does it make to the customers life
    The customer doesn’t want what you sell
    He / she wants what happens after they have done business with you
    You are helping your customer advance his / her business - improve his or her life
    Lloyds TSB – “For the journey”
    Barclays -
    What is it about the way we do it that is better for the customer
    You CANNOT SELL - You can only persuade them to BUY from you rather than the competition
    Your job is not to generate SALES
    Your job is to WIN CUSTOMERS who like the way you do it so they keep coming back
    Your job is to build a system that attracts and keeps customers
  • The BIGGEST MISTAKE you can make is to think that
    marketing is all about the creative and
    sales is all a numbers game
    ACTIVITY drives results
    Your company is an ORGANISATION of JOINED UP BUSINESS ACTIVITY
    Success comes from bridging the GAP between the creative & the commercial
    How do you do that?
  • START HERE
    You have to UNDERSTAND your CUSTOMER and THEIR REASON for buying
    You dont need to do DIFFERENT THINGS
    Quirky doesnt get the job done -
    You need to do the basic things DIFFERENTLY - MORE effectively
    Think – point of compelling relevance
  • INTELLIGENT ANALYSIS OF THE ACTIVITY + JOINED UP THINKING
    DONT JUST WORK FORWARDS from new IDEAS & tactics
    DONT JUST COUNT RESULTS - work backwards from the results
    ANALYSE THE ACTIVITY vs THE ENGAGEMENT
    HUMANISE THE DATA - START WITH WHY
    PEOPLE are the thing you need to UNDERSTAND to win in business
    What are we saying and doing to convert customers?
    Why do they say yes and why do they say no?
    TEST ways of increasing engagement
    TEST new channels
    ALWAYS REMEMBERING the cost of buying a new customer - not the cost of marketing
    STOP GUESSING and start LEARNING from the data
    WHAT WORKS
    WHAT DOESNT WORK
    WHAT WOULD I CHANGE
    WHAT DO MY CUSTOMERS THINK?
    DONT LET THE CEO ABDICATE RESPONSIBILITY to the marketing team to be creative and clever
    START DRIVING INTELLIGENT DECISIONS based on the RESULTS of each step of business activity
    TAKE THE INTELLIGENT DATA TO THE BOARD ROOM in a language that CEOs understand
  • Use the data to
    Model the relationship between activity and results
    undertstand BEHAVIOUR and ASK SMARTER QUESTIONS
    Empower DECISION MAKING
    Reduce RISK
    ask WHAT IF questions
    Think about EFFECTIVENESS rather than just shooting for targets
    Go for QUALITY rather than quantity
    THINK LIKE THE CEO - WHAT IF you could get a better result with less budget?
    How would we do that?
  • Define JOINED UP CAMPAIGNS
    AND THEN decide which tools to get out of the bag
    BE REALISTIC about the objectives of each campaign - understanding the behaviour of all your customer types
    Involve other members of the customer facing team and data from other areas
    See marketing is an INTEGRATED PART OF THE BUSINESS ACTIVITY for attracting and keeping customers
  • Finally
    You need both
    I understand that there is a lot at stake
    Huge budgets
    Significant Rep Risk
    Tough targets
    Greater expectations with less resources
    YOUR BEST CHANCE OF SUCCESS
    Speak the boardroom language
    Bridge the gap between the Creative & the commercial
    Using credible data and entrepreneurial customer-focused insight to drive decision making
    Insights based on the modelled behaviour of ALL your different customer journeys
    Anchoring the results to the financial goals and the cost of acquisition (rather than working to a budget)
  • Dont settle for SAFE - we are in UNCHARTERED WATERS - you need to innovate
    Not in a FRAGMENTED QUIRKY WAY that dabbles in loads of random ideas
    Use the data to DRIVE the business improvements
    YES - improve performance that FREES UP BUDEGET to test NEW IDEAS
    BUT ALSO DO IT BECAUSE you want to DRIVE your own future as someone who is more than a creative marketing technician
  • The Power of Data Driven LEAN Marketing - Chris Harding

    1. 1. The Power of Data Driven LEARN Marketing
    2. 2. REALITY CHECK
    3. 3. OPPORTUNITIES EVERYWHERE
    4. 4. THE ONLINE WINNERS
    5. 5. THE ONLINE CONVERSATION What does it mean?
    6. 6. 3 BIG CHALLENGES •The BUSINESS • The BRAND • The ENGAGEMENT
    7. 7. The MINDSET CHALLENGE
    8. 8. BRIDGING THE GAP PROFIT SALES CUSTOMERS CONVERSION OPPORTUNITIES MARKETING / SALES CHANNELS & CAMPAIGNS COMPELLING VALUE PROPOSITION CAPACITY & CAPABILITY Success comes from bridging the GAP between the creative & the commercial
    9. 9. THINK RELEVANCY Know your customer!! “The only sustainable competitive advantage is your organisation’s ability to learn faster than the competition.” (Peter Senge - MIT)
    10. 10. ANALYSE YOUR CUSTOMER ENGAGEMENT Don’t Guess! text Learn from the data
    11. 11. ASK SMARTER QUESTIONS? What if we could improve that by 1%?
    12. 12. THINK INTEGRATED MARKETING CAMPAIGNS
    13. 13. JOINED-UP THINKING to DRIVE BUSINESS PROGRESS Tactical Improvements AND Strategic Innovation
    14. 14. OPTIMISATION + INNOVATION PERFORMANCE Technical & Creative Optimisation Continuous Improvement ENGAGEMENT Intelligent Innovation Data Driven Listening Learning Insights AGILE dev Engagement Competitive Advantage
    15. 15. Thank You

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