FollowFridays, Session 2: The Power of Customer Data and Metrics

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In the near future, 15% of your marketing budget will be spent on data analytics. Seems like a lot? Actually, it isn't.

Ask yourself these questions. How do you measure the total impact of your campaign? Which KPIs and metrics really count? Are digital media absolutely ideal for one-to-one communication? What is the upside of testing everything, of clinch rates, of constantly optimizing?

Lots of questions. Lots of answers. Data analytics teach us that the lessons learned make all the difference when applied properly.

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FollowFridays, Session 2: The Power of Customer Data and Metrics

  1. 1. The Power of CUSTOMER DATA AND METRICS Tuesday 2 November 2010
  2. 2. The Beauty of Getting Metrics Ri ght Tuesday 2 November 2010
  3. 3. The Beauty of Getting Metrics Ri ght Metrics in the Digital World Tuesday 2 November 2010
  4. 4. The Beauty of Getting Metrics Ri ght Metrics in the Digital World Measuring Engageme nt in Soci al Tuesday 2 November 2010
  5. 5. Measuring Engagemen t in Social The Beauty of Getting Metrics Ri ght Metrics in the Digital World Takeaway Tweets Tuesday 2 November 2010
  6. 6. CS RIGHT 01. THE BEAUTY OF GETTING METRI Tuesday 2 November 2010
  7. 7. “38% of marketers say new marketing campaigns are rushed to market based on the limited intuition of a few people.” Source: Forrester Tuesday 2 November 2010
  8. 8. Rationality Creativity Analytical thoughts Holistic Thoughts Logic Intuition Science & Math Art & Music Tuesday 2 November 2010
  9. 9. Tuesday 2 November 2010
  10. 10. Analysis Creativity Science + Art = ROI Tuesday 2 November 2010
  11. 11. Nearly 7 out of 10 marketers have a hard time arriving at an agreed-upon definition of ROI for their campaigns. Source: Forrester Tuesday 2 November 2010
  12. 12. A virtuous closed-the-loop process 1. Objectives What do we want to achieve with whom ? Which belief and/or behaviour change? What’s the investment required? Tuesday 2 November 2010
  13. 13. A virtuous closed-the-loop process 1. Objectives What do we want to achieve with whom ? Which belief and/or behaviour change? 2. What’s the investment required? KPI’s and Goals Which key measuable elements do track belief and/or behaviour change? What are the success metrics? When is it a succes? What are the goals/benchmarks? Tuesday 2 November 2010
  14. 14. A virtuous closed-the-loop process 1. Objectives What do we want to achieve with whom ? Which belief and/or behaviour change? 2. What’s the investment required? KPI’s and Goals Which key measuable elements Optimisation do track belief and/or behaviour change? What are the success metrics? When is it a succes? What are the goals/benchmarks? 3. Report & Feedback Learning Are we succesful? To what degree? What are the learnings? Take action: apply to current or future campaigns or processes. And measure again. Tuesday 2 November 2010
  15. 15. Only 15% of marketers report using a closed-loop marketing process. Source: forrester.com Tuesday 2 November 2010
  16. 16. How-Tos ch rates # 2. Focus on rele # 1. Set customer journey clin vance. Tuesday 2 November 2010
  17. 17. inch rates # 1. Set customer journey cl Tuesday 2 November 2010
  18. 18. Create a roadmap that breaks up the customer journey into manageable and measurable stages. Tuesday 2 November 2010
  19. 19. Customer Journey – Lead Campaign TARGET LIST – 100.000 5% CAMPAIGN RESPONSE – 5.000 10% PRE-QUALIFIED – 500 40% NEEDS ANALYSIS – 200 25% SOLUTIONS DEMO – 50 40% PROPOSAL/OFFER – 20 25% NEW CUSTOMER – 5 Tuesday 2 November 2010
  20. 20. Customer Journey – Brand Campaign AWARE – 44% FAMILIAR – 32% LIKE – 23% CONSIDER – 12% PURCHASE NEXT –4% Tuesday 2 November 2010
  21. 21. Customer Journey – Online Campaign: the massacre. 1000 Tuesday 2 November 2010
  22. 22. Customer Journey – Online Campaign: the massacre. 1000 500 Tuesday 2 November 2010
  23. 23. Customer Journey – Online Campaign: the massacre. 1000 500 250 Tuesday 2 November 2010
  24. 24. Customer Journey – Online Campaign: the massacre. 1000 500 250 200 Tuesday 2 November 2010
  25. 25. Customer Journey – Online Campaign: the massacre. 1000 500 250 200 150 Tuesday 2 November 2010
  26. 26. # 2. Focus on rele vance. Tuesday 2 November 2010
  27. 27. A good metrics framework∞… is eas re unde y to ot measu rstan does n thing d every leads to action is supported at C-level Tuesday 2 November 2010
  28. 28. Makro 7% Case: using both sides of the brain. !"#$%&'()*+%,-./0 01112 7% IS IT A BANK? NO, IT’S A SUPERMARKET. 2345&42511122622 Tuesday 2 November 2010
  29. 29. Objectives Increase c d Ticket Buz Repe at Traffi Size z Tuesday 2 November 2010
  30. 30. Insight In the heat of the financial crisis, Belgian banks tried to seduce consumers with extremely competitive products: the streets were filled with posters screaming out the 4% claim… Tuesday 2 November 2010
  31. 31. Idea Is it a bank? Tuesday 2 November 2010
  32. 32. Idea Is it a bank? Nope! Tuesday 2 November 2010
  33. 33. Idea Is it a bank? Instant win on and instoreline Nope! Tuesday 2 November 2010
  34. 34. Business case Makro We know exactly how many customers visit Makro every 2 weeks We know exactly the size of their ticket Tuesday 2 November 2010
  35. 35. Business case Makro We know exactly how many customers visit Makro Clinch Rate: every 2 weeks will the number of new customers justify the action? Clinch Rate: will 20% of all customers redeem their 7%-coupon? We know exactly the size of their ticket Tuesday 2 November 2010
  36. 36. Tuesday 2 November 2010
  37. 37. S RIGHT 01. THE BEAUTY OF GETTING METRIC Smarter C ampaigns s Prove n Result Tuesday 2 November 2010
  38. 38. 02. METRICS I N A DIGITAL W ORLD Tuesday 2 November 2010
  39. 39. 2 Facts: online marketers today are… ded overwhelmed by the volume of confused by the complexity ad possible metrics available to the customer journey Tuesday 2 November 2010
  40. 40. Capacity of your company to measure online activities 0 <beginner> 1 <advanced> 2 <expert> 3 Online Branding 1,05 Direct Response 1,288 Social Media 0,845 Source: FollowFridays Survey Tuesday 2 November 2010
  41. 41. web analytics # of Companies Investment in Investment Technology in Staffing Don’t use Uses Data in Take Action WA Run Reports Decision Making from Data Maturity of Use 18% 37% 40% 5% Tuesday 2 November 2010
  42. 42. Quantitative metrics such as volume of impressions and clicks are mostly applied because they… are easy and cheap to measure, allow for simple benchmarking with other campaigns seem like more traditional metrics (GRP) Tuesday 2 November 2010
  43. 43. “Beware of the click.” Only 8% o f the intern accounts f et populati or 85% of c on licks. er we d young Clickers are ske r income s e ) with low (25 to 44 er $40K). (und Source : Natural Born Clickers – Comscore – US numbers Tuesday 2 November 2010
  44. 44. Occupational therapy Tuesday 2 November 2010
  45. 45. “A click means nothing. A click earns no revenue and creates no brand equity.” Tuesday 2 November 2010
  46. 46. Tuesday 2 November 2010
  47. 47. The New Volvo S60: measuring beyond volume. Tuesday 2 November 2010
  48. 48. Briefing Docum ent Get ‘Car enthusiasts ’ To Increase their a wareness, familiarity, opin ion and consideration o f the new S60 By Engaging them and their Facebook friend s into a Volvo S60 racing com petition. Tuesday 2 November 2010
  49. 49. Tuesday 2 November 2010
  50. 50. Tuesday 2 November 2010
  51. 51. Tuesday 2 November 2010
  52. 52. Reach Viral Invites: 73.754 Impressions: 1.6 mio CPM + 23 mio CPC Unique Visitors: 55.056 Tuesday 2 November 2010
  53. 53. Engagement Level Application Downloads: 11.493 Qualified Lucky Bastards: 3.454 Lucky Bastards playing all sets: 2.245 Tuesday 2 November 2010
  54. 54. What do Reach and Engagement mean for Real? Tuesday 2 November 2010
  55. 55. Can a relatively small Social Media Campaign have a significant impact? AWARENESS PreTest FAMILIARITY PostTest OPINION CONSIDERATION Active Facebook users (N=+500) 19% of which is a Car Enthusiast Tuesday 2 November 2010
  56. 56. Result: significant shift on all parameters. PostTest AWARENESS Delta%-points FAMILIARITY Delta%-points OPINION +7,6% points CONSIDERATION Delta%-points Tuesday 2 November 2010
  57. 57. The campaign clearly (and obviously) appealed more to car fans “Please indicate to which extent you agree with the following statements? The campaign…” 58 53 44 32 18 9 is original, different makes me curious is relevant to me = car fan = not a car fan Tuesday 2 November 2010
  58. 58. We did influence the opinion of car fans. “Please indicate to which extent you agree with the following statements? The S60 is…” 4,4 4,3 4,2 3.95 4,1 3.7 3,8 3,6 sportive attractive modern for me and my family = car fan pretest = car fan post-test Tuesday 2 November 2010
  59. 59. 02. METRICS I N A DIGITAL W ORLD Measuring Quality ts Rich er Insigh Tuesday 2 November 2010
  60. 60. 03. MEASURING S OCIAL ENGAGEMENT Tuesday 2 November 2010
  61. 61. “No standards, no best practices yet exist for measuring Return On Social Investment.” Tuesday 2 November 2010
  62. 62. What social success metrics to use? Tuesday 2 November 2010
  63. 63. # support requests Quality of UG submissions # ratings and votes # Facebook fans Viral pass along rate # inbound links # comments # unique visitors # Twitter followers # blog feed subscribers # video views # UG submissions used Reach of followers Time spent Brand impact What social success metrics to use? # UG submissions implemented (Returning) visits # Resolved Support issues # @replies # retweets # registered users Changes in user sentiment # UG submissions Influence of discussions Share of conversation Reach of FB fans # posts or uploads Sentiment of discussions Conversions (info requests, leads, sales) Tuesday 2 November 2010
  64. 64. QUANTITY User Reach Volume of Participation How far and wide do my How many user interactions with messages spread? my social initiatives? USERS Social Platform USAGE How do my social efforts change What’s the strength and depth of the consumers’ actions or opinions? user interactions with my social initiatives ? User Impact Quality of Participation QUALITY Tuesday 2 November 2010
  65. 65. QUANTITY User Reach Volume of Participation # feed subscribers # comments # followers # posts and uploads # FB fans # ratings and votes # video views # @replies # unique visitors # UG submissions USERS USAGE time spent % positive comments returning visits % useful reviews conversions # issues succesfully resolved brand impact quality of UG submissions change in user sentiment # submissions used or implemented User Impact Quality of Participation QUALITY Tuesday 2 November 2010
  66. 66. Tuesday 2 November 2010
  67. 67. User Impact Volume of Participation Brand preference shift # likes Loyalty # comments Purchase User Reach # fans Quality of Participation % positive comments # product use suggestions # purchase decision info … Tuesday 2 November 2010
  68. 68. FAN FAN FAN First degree impact Tuesday 2 November 2010
  69. 69. FAN FAN FAN All-encompassing impact (reach and influence inclusive) Tuesday 2 November 2010
  70. 70. The all-encompassing metric. Engagement = Engagement the level of involvement, interaction, intimacy, and influence that a consumer has with a brand over time Tuesday 2 November 2010
  71. 71. QUANTITY Involvement – the presence of a Interaction – the actions the consumer at various touchpoints consumer takes at those touchpoints (ex. online behaviour stats,…) (ex. posts or uploads,…) USERS Engagement USAGE Intimacy – the affection or aversion Influence – the likelihood a a consumer holds for a brand consumer is to advocate on behalf of (ex. conversation sentiment,…) the brand(ex. NPS, …) QUALITY Tuesday 2 November 2010
  72. 72. Complex measurement of 4 i’s. Customer Database WHO Tuesday 2 November 2010
  73. 73. Complex measurement of 4 i’s. + Customer Database Webanalytics data WHO ONSITE BEHAVIOUR Tuesday 2 November 2010
  74. 74. Complex measurement of 4 i’s. + + Customer Database Webanalytics data Survey data WHO ONSITE BEHAVIOUR BELIEFS Tuesday 2 November 2010
  75. 75. Complex measurement of 4 i’s. + + + Customer Database Webanalytics data Survey data Social data WHO ONSITE BEHAVIOUR BELIEFS SOCIAL PROFILE OFFSITE BELIEFS & BEHAVIOR Tuesday 2 November 2010
  76. 76. The payoff: social CRM b M eet Bo ompany echC r of T d Cu stome f the Bran umers Fan o other cons ith ects w Conn Tuesday 2 November 2010
  77. 77. Bob’s Engagement Involvement Interaction Typically visits the site three to four times per month On average, spends 12 minutes on the site Browses the tech gadgets category Intimacy Influence Tuesday 2 November 2010
  78. 78. Bob’s Engagement Involvement Interaction Commented on blog posts three times in the past six months Is fan of the company’s Facebook page Intimacy Influence Tuesday 2 November 2010
  79. 79. Bob’s Engagement Involvement Interaction Most of his comments about the company are favorable Shares on social platform that high tech products are lacking some key features Intimacy Influence Tuesday 2 November 2010
  80. 80. Bob’s Engagement Involvement Interaction His NP score is 8.5/10 Recently set up profile and forwarded links of products he likes to 8 friends Intimacy Influence Tuesday 2 November 2010
  81. 81. T 03. MEASUR ING SOCIAL ENGAGEMEN Richer Cu stomer Profiling le Mos t Valuab r? Custome Tuesday 2 November 2010
  82. 82. Impossible? + + + Customer Database Webanalytics data Survey data Social data WHO ONSITE BEHAVIOUR BELIEFS SOCIAL PROFILE OFFSITE BELIEFS & BEHAVIOR Tuesday 2 November 2010
  83. 83. Impossible? + + + Customer Database Webanalytics data Survey data Social data WHO ONSITE BEHAVIOUR BELIEFS SOCIAL PROFILE OFFSITE BELIEFS & BEHAVIOR Tuesday 2 November 2010
  84. 84. Gatorade’s Mission Control Center Tuesday 2 November 2010
  85. 85. Gatorade’s Mission Control Center Tuesday 2 November 2010
  86. 86. 04. TAKEAWAY-TWEETS Tuesday 2 November 2010
  87. 87. @Franky Franky Polar organizations focused purely on analytics or creative are destined to fail #FollowFridays Tuesday 2 November 2010
  88. 88. @Franky Franky Measure beyond volume, i.e. engagement #FollowFridays @Franky Franky Polar organizations focused purely on analytics or creative are destined to fail #FollowFridays Tuesday 2 November 2010
  89. 89. @Franky Franky Measuring engagement means measuring and learning from things you currently ignore #FollowFridays @Franky Franky Measure beyond volume, i.e. engagement #FollowFridays @Franky Franky Polar organizations focused purely on analytics or creative are destined to fail #FollowFridays Tuesday 2 November 2010
  90. 90. @Franky Franky Identifying and targeting “evangelists” rather than only new customers becomes relevant #FollowFridays @Franky Franky Measuring engagement means measuring and learning from things you currently ignore #FollowFridays @Franky Franky Measure beyond volume, i.e. engagement #FollowFridays @Franky Franky Polar organizations focused purely on analytics or creative are destined to fail #FollowFridays Tuesday 2 November 2010
  91. 91. @Franky Franky Marketing dollars will shift from outbound communication to data analysis #FollowFridays @Franky Franky Identifying and targeting “evangelists” rather than only new customers becomes relevant #FollowFridays @Franky Franky Measuring engagement means measuring and learning from things you currently ignore #FollowFridays @Franky Franky Measure beyond volume, i.e. engagement #FollowFridays @Franky Franky Polar organizations focused purely on analytics or creative are destined to fail #FollowFridays Tuesday 2 November 2010
  92. 92. Tuesday 2 November 2010
  93. 93. thanks you! Tuesday 2 November 2010

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