Using Analytics & Customer Data to Build Great Customer eXperiences

“Half my advertising doesnt work ... I just dont know which half!”John Wanamaker (1838-1922)

“Advertising exists only to sell something. It should be measurable and justify the results that it produced.”Claude Hopkins (1866-1932)

"Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.”Peter Drucker (1909-2005) 3

Digital Marketing 2.0 • Data presented comes from The Digital Marketing 2.0 Study - a collaborative research effort between the Society for New Communications Research (SNCR), Human 1.0 and DataXu. • The study incorporates an online survey conducted in October 2011-January 2012, as well as opt-in interviews of survey takers. • The 300 survey respondents included those in the management, marketing, digital, IT, and social media functions of their respective organizations. 4

78% of recently surveyed marketersreport struggling to make good use of their available analytics and customer data. 5

Most marketers areunfortunately living in… 6

The Digital Stone Age Source: http://www.ﬂickr.com/photos/elka_cz/126813739/ (Under Creative Commons) 7

Bad news for businesses • Don’t have the right skills (individually or in combination) • Don’t have the right teams • Don’t have the right tools • Don’t have the right data (or it’s fractured into pieces) • Marketing, design, user experience and analytics are rolled up into Customer eXperience Management (CXM) and mastery of each discipline (or all of it) is not going to happen overnight 8

The real challenge is in manipulating huge amounts of data in real-time To make decisions that may affect the next prospect/customer in a different way than the last person Source: The Great Wave off Kanagawa, "Under a Wave off Kanagawa” by Japanese artist Hokusai

And yet… 10

30% lack thesoftware/technology to perform analytics on digital marketing data 11

Why? Analytics, like most administrative functions... suck.They are often the last interfaces built in commercial solutions, let alone “homegrown” systems 12

55%of respondents say their organization “struggles to analyze”the digital marketing data that is generated 13

Due to poor tools,fragmented systems, skill shortages 14

Results = Bad news for customers • Businesses aren’t hearing your complaints (or praise) • They are bombarding you with messages you don’t want (because analytics don’t exist, are out of date, or measuring the wrong data) • Digital experience is marginal on “the normal web” and poor to non-existent on the mobile web – the biggest computing movement of our lives (the UX side of customer experience) • Bottom line: We CAN and SHOULD do better for our customers, and our own businesses 15

NETFLIX Misreading the tea leaves 16

It’s the speed (and accuracy) of your marketing loopsThat separate the winners from the losers in the 21st century 17

OODA Loops Source: www.thefabricator.com (graphic) Col. John "40 second" Boyd, USAF (model) 18

How Target is using Big Data to Predict Behavior Source: http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html 19

Amazon is US... 20

The key is… 21

Customer Lifecycle Loop 22

Sadly, 70% of marketers say They don’t have or don’t know ifthey have a 360 degree view of their customers 23

It’s not just postcards and keycodes anymore… 24

Only 28% have the information to conﬁdently tell their leadership what delivers the highest marketing ROI25

What skills anddisciplines are missing? 26

Only 25% say that analysis ofmarketing data from IT permits real-time business decisions 27

IT doesn’t typically focus on real-time,and aren’t marketers Batch mode and siloed apps are the norm 28

On the ﬂip side 29

62% rely on their marketing team(CMOs, VPs, Digital Teams, etc.) to make technology suggestions 30

But Classic marketersare focused on design, branding, messaging & demand creationWhile depth of technology skills and understanding complex IT systems, are not strong suits 31

And 58% believe they lack the analytical skills and technology to perform analytics on marketing data 32

Because “quants”haven’t been sexy in business… (outside of ﬁnancial services) Until now... 33

From the UX side ofCustomer Experience 34

Smarter visual experiences?Examine the screenshot collection of UX/Flow I’ve been building at: www.ﬂickr.com/photos/dankeldsen/ 35

Addictive Interfaces • John Medina’s “Brain Rules” • 12 Rules • We should care about: • #4 Attention: we don’t pay attention to boring things • #9 Sensory integration: stimulate more of the senses • #10 Vision: trumps all other senses • #12 Exploration: we are powerful and natural explorers 36

Speed Matters for Instagram • Knowing how users use the app, they can anticipate the next action, and work behind the scenes Source: http://speakerdeck.com/u/mikeyk/p/secrets-to-lightning-fast-mobile-design?slide=82 37

Smart context & Details on the small screen 38

Visuals, Discovery, Inﬁnite Scroll 39

“It’s like digital crack for 25-44 year old women...”Not uncommon for people to spend 2 hours at a time on pinterest - THAT is seriously sticky content 41

Why should you care? 42

83% of senior brand marketers state that “Customer experience is among the most critical determinants of brandstrength and business growth.” CMO Council Research 43

Recommendations To move forward 44

Where are your gaps? Where are you strong? • People? • What are the questions you can’t • Skills? answer? • Applications? • Source of customers • Systems? • Best customers • Analytics? • Most loyal customers • Quants? • Most painful customers • Digital Marketers? • Most likely progression as a customer • Marketing-Savvy IT? • Customer Lifetime Value • User eXperience? • Predicted next actions • Print? • Best “intervention” times • Digital? • Most effective channel • Social? • Best marketing spend in real- • Mobile? time 45

Because if you can’t get traction and results now 46

You’ll miss thebeneﬁts respondentsstated as EPIC WINs Increased Measurability and Accountability Increased Customer Engagement Lower Cost of Customer Acquisition Better Customer Insights 47

Which would be a massive #FAILIt will take work - but THAT is doable - and you better get started 48

Get in touch:twitter.com/dankeldsenlinkedin.com/in/dankeldsendk@InformationArchitected.com617-933-9655 For free 30-minute debrief/consultation on where you are with CXM, UX, social and more 49

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Using Analytics & Customer Data to Build Great Customer eXperiences

by Dan Keldsen

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Using Analytics & Customer Data to Build Great Customer eXperiences Presentation Transcript