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AboutFull-service interactive advertising agencyTop-50 agency (AdWeek & BtoB)Fortune 100 clients9 offices including Houston & SeattleOwned by MPS Group (NYSE: MPS)www.ideaii.com

Customer InsightOnline, on time, and on budget: Web-based tools and tactics for collecting customer insightLaura HernandezDirector of Strategy

Customer Insight is the collection, deployment and translation of information that allows a business to acquire, develop and retain their customers.- Wikipedia

Insight 101Pick up any book on Customer Insight and it will tell you its all about….Demographics and psychographicsData mining and data buyingPurchase trends and buyer behaviorConducting massive amounts of researchZzzzzzzzz…. and $$$$$$$$.....

Insight On the Cheap What if your confusing website or awkward customer service is skewing all that data?Could you learn the most about your customers by just listening to them?And does listening to them really need to be Zzzzzzzzz…. and $$$$$$$$.....?

Web Analytics Robust, feature-rich, highly customizableGoogle has an API as wellRisks if you are doing PPCFree!

Visual Analytics Watch videos of website visitsScrolling, Form, Link, & Heatmap reportsFree for sampling of data, $59+/month for robust data

Search LOGSEasiest way to see what customers expect from your company, but aren’t finding…Free (depending on your hosting solution)

Ratings, reviews, & CommentsThird Party Reviews & RatingsBlog Comments – Test the watersFree (depending on your hosting solution)

Idea ExchangesHow do you know what customers want? Ask them!Low Cost (Could accomplish with small form on your site or blog platform)

Customer ForumsGive your customers a place to chatLow and High CostsMany free forum and board platformsCan be very costly to moderate

Online Focus GroupsLots of “solutions” on the market, but the big players work great – and let you record sessionsWebex: $69.00 per month for 25 participantsGoto Meeting: $49.00 per month for 15 participants

Online SurveysThe most obvious and cost-effective method, but often abusedSurveyMonkey: Free for 10 questions and 100 responses, $200 a year for no limitsZoomerang: Free for 30 questions and 100 responses, $199 a year for no limitsTIPSEntice participants with a sweepstakesKeep the surveys short; too many questions result in bad dataOverly stress data and privacy protection

Entice participants with a sweepstakes

Keep the surveys short; too many questions result in bad data

Overly stress data and privacy protection

ONLINE Usability testingUserVue & SilverbackRecord screen activity and audioUserVue: $150 per Month (Unlimited sessions, one at a time, US/Canada)Silverback: $49.95 unlimited usage, only for Macs

ONLINE Card SortingOptimal Sort & Web SortBreak down concepts & taxonomies how customers see themOptimal Sort: Free for small, $109 per Month for largeWeb Sort: Free for small, $79 per study for large

Participant RecruitingEthnioCaptures real users in real situations using layer popup on your siteFree (for up to 20 recruits - $400 for 200 recruits)We use Craigslist a lot for Free in Gigs section or $25.00 in Jobs section

Social MonitoringCreate a Facebook fan page and give fans something to talk aboutWhat are people “digging” about your company the most?Free, but it takes a lot of time to keep a fan page interesting

Links & resourcesGoogle AnalyticsYahoo AnalyticsClickTaleSurvey MonkeyZoomerangUserVueSilverbackOptimal SortWeb SortEthnio

UserVue

Silverback

Optimal Sort

Web Sort

Ethnio

Questions & answersLaura HernandezLaura.Hernandez@Idea.com

Thank you