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How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
How to get personal with your customers and have them love it
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How to get personal with your customers and have them love it

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  • Being creepy might get you a little farther down the road, but it won’t end well.\n\nPlan was simple: make an argument that this is magic bullet and it’s about segmentation, not personal.\n\nStill believe this, sometimes.\n
  • \n
  • \n
  • \n
  • \n
  • when customers feel watched, they are afraid to reveal who they are\n\nwhen customers feel like a brand gets them, they do the opposite\n
  • when customers feel watched, they are afraid to reveal who they are\n\nwhen customers feel like a brand gets them, they do the opposite\n
  • when customers feel watched, they are afraid to reveal who they are\n\nwhen customers feel like a brand gets them, they do the opposite\n
  • Often, WE don’t have an ambitious view. When we are focused on the measurement and data -- the inputs, we will be the ones they point at when they are mad that people are tracking them.\n
  • Often, WE don’t have an ambitious view. When we are focused on the measurement and data -- the inputs, we will be the ones they point at when they are mad that people are tracking them.\n
  • Often, WE don’t have an ambitious view. When we are focused on the measurement and data -- the inputs, we will be the ones they point at when they are mad that people are tracking them.\n
  • \n
  • Social media, especially\n
  • Social media, especially\n
  • Social media, especially\n
  • Social media, especially\n
  • Do they know how much business they lose by closing on Sundays?\n\nRaving fan qualities\n- more often\n- tell friends\n- full price\n
  • Every one of these brands gets people, and most of them rely on mountains of data to help.\n\nThe only way to ensure it’s not a fad is to use that data.\n
  • This is like asking a drunken hook up for a referral\n
  • This is like asking a drunken hook up for a referral\n
  • \n
  • \n
  • I don’t mean we’re going to have a misfire. We still have bullets. They just aren’t magic.\n\nThis means detailed user info and common keys: the easiest ones are personal data\n
  • I don’t mean we’re going to have a misfire. We still have bullets. They just aren’t magic.\n\nThis means detailed user info and common keys: the easiest ones are personal data\n
  • \n
  • \n
  • \n
  • \n
  • bullet 2: because data breeds data hunger. we will be run ragged with data, rather than insight\n\nbullet 3: this data hunger is like rewiring the titanic for in-room internet\n\ndon’t take this as an absolute; I’m not saying we shouldn’t do this. I’m saying we shouldn’t let it sideline the opportunities that are right in front of us today\n
  • bullet 2: because data breeds data hunger. we will be run ragged with data, rather than insight\n\nbullet 3: this data hunger is like rewiring the titanic for in-room internet\n\ndon’t take this as an absolute; I’m not saying we shouldn’t do this. I’m saying we shouldn’t let it sideline the opportunities that are right in front of us today\n
  • bullet 2: because data breeds data hunger. we will be run ragged with data, rather than insight\n\nbullet 3: this data hunger is like rewiring the titanic for in-room internet\n\ndon’t take this as an absolute; I’m not saying we shouldn’t do this. I’m saying we shouldn’t let it sideline the opportunities that are right in front of us today\n
  • \n
  • \n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Let’s look @ how this works\nResources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Who are we an analyst FOR? The higher in the org we climb...\n\n??Think instead of an analyst for Warren Buffet.\n\n\nSince we all do 1, it’s something we can control. We can make happier customers (our internal customers) by stocking more produce or better produce. You can be a crappy food lion dropping chickens on the floor and then selling them, or you can be selling organic food kissed by angels. But no amount of better/more gets you to step 2.\n\nAt step 2 a buffet, you are doing some of the work for your customers. You are saving them steps and still giving them choice of how they’d like to build their meal.\n\n
  • Who are we an analyst FOR? The higher in the org we climb...\n\n??Think instead of an analyst for Warren Buffet.\n\n\nSince we all do 1, it’s something we can control. We can make happier customers (our internal customers) by stocking more produce or better produce. You can be a crappy food lion dropping chickens on the floor and then selling them, or you can be selling organic food kissed by angels. But no amount of better/more gets you to step 2.\n\nAt step 2 a buffet, you are doing some of the work for your customers. You are saving them steps and still giving them choice of how they’d like to build their meal.\n\n
  • Who are we an analyst FOR? The higher in the org we climb...\n\n??Think instead of an analyst for Warren Buffet.\n\n\nSince we all do 1, it’s something we can control. We can make happier customers (our internal customers) by stocking more produce or better produce. You can be a crappy food lion dropping chickens on the floor and then selling them, or you can be selling organic food kissed by angels. But no amount of better/more gets you to step 2.\n\nAt step 2 a buffet, you are doing some of the work for your customers. You are saving them steps and still giving them choice of how they’d like to build their meal.\n\n
  • Who are we an analyst FOR? The higher in the org we climb...\n\n??Think instead of an analyst for Warren Buffet.\n\n\nSince we all do 1, it’s something we can control. We can make happier customers (our internal customers) by stocking more produce or better produce. You can be a crappy food lion dropping chickens on the floor and then selling them, or you can be selling organic food kissed by angels. But no amount of better/more gets you to step 2.\n\nAt step 2 a buffet, you are doing some of the work for your customers. You are saving them steps and still giving them choice of how they’d like to build their meal.\n\n
  • Who are we an analyst FOR? The higher in the org we climb...\n\n??Think instead of an analyst for Warren Buffet.\n\n\nSince we all do 1, it’s something we can control. We can make happier customers (our internal customers) by stocking more produce or better produce. You can be a crappy food lion dropping chickens on the floor and then selling them, or you can be selling organic food kissed by angels. But no amount of better/more gets you to step 2.\n\nAt step 2 a buffet, you are doing some of the work for your customers. You are saving them steps and still giving them choice of how they’d like to build their meal.\n\n
  • Who are we an analyst FOR? The higher in the org we climb...\n\n??Think instead of an analyst for Warren Buffet.\n\n\nSince we all do 1, it’s something we can control. We can make happier customers (our internal customers) by stocking more produce or better produce. You can be a crappy food lion dropping chickens on the floor and then selling them, or you can be selling organic food kissed by angels. But no amount of better/more gets you to step 2.\n\nAt step 2 a buffet, you are doing some of the work for your customers. You are saving them steps and still giving them choice of how they’d like to build their meal.\n\n
  • Who are we an analyst FOR? The higher in the org we climb...\n\n??Think instead of an analyst for Warren Buffet.\n\n\nSince we all do 1, it’s something we can control. We can make happier customers (our internal customers) by stocking more produce or better produce. You can be a crappy food lion dropping chickens on the floor and then selling them, or you can be selling organic food kissed by angels. But no amount of better/more gets you to step 2.\n\nAt step 2 a buffet, you are doing some of the work for your customers. You are saving them steps and still giving them choice of how they’d like to build their meal.\n\n
  • Who are we an analyst FOR? The higher in the org we climb...\n\n??Think instead of an analyst for Warren Buffet.\n\n\nSince we all do 1, it’s something we can control. We can make happier customers (our internal customers) by stocking more produce or better produce. You can be a crappy food lion dropping chickens on the floor and then selling them, or you can be selling organic food kissed by angels. But no amount of better/more gets you to step 2.\n\nAt step 2 a buffet, you are doing some of the work for your customers. You are saving them steps and still giving them choice of how they’d like to build their meal.\n\n
  • Who are we an analyst FOR? The higher in the org we climb...\n\n??Think instead of an analyst for Warren Buffet.\n\n\nSince we all do 1, it’s something we can control. We can make happier customers (our internal customers) by stocking more produce or better produce. You can be a crappy food lion dropping chickens on the floor and then selling them, or you can be selling organic food kissed by angels. But no amount of better/more gets you to step 2.\n\nAt step 2 a buffet, you are doing some of the work for your customers. You are saving them steps and still giving them choice of how they’d like to build their meal.\n\n
  • Who are we an analyst FOR? The higher in the org we climb...\n\n??Think instead of an analyst for Warren Buffet.\n\n\nSince we all do 1, it’s something we can control. We can make happier customers (our internal customers) by stocking more produce or better produce. You can be a crappy food lion dropping chickens on the floor and then selling them, or you can be selling organic food kissed by angels. But no amount of better/more gets you to step 2.\n\nAt step 2 a buffet, you are doing some of the work for your customers. You are saving them steps and still giving them choice of how they’d like to build their meal.\n\n
  • ok, so let’s look at this.\n\nwe supply data. that much we can control.\n\nthen look at our next magic bullets: the things our org wants.\n\nWhen used improperly, that adds up to extra creepiness\n
  • ok, so let’s look at this.\n\nwe supply data. that much we can control.\n\nthen look at our next magic bullets: the things our org wants.\n\nWhen used improperly, that adds up to extra creepiness\n
  • ok, so let’s look at this.\n\nwe supply data. that much we can control.\n\nthen look at our next magic bullets: the things our org wants.\n\nWhen used improperly, that adds up to extra creepiness\n
  • \n
  • Resources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Resources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Resources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Resources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Resources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Resources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Resources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Resources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Resources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Resources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Resources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Resources: time, money, people, information\n\nReal world data: who is there to catch it?\n- a lot of people, really: anecdotal at the specialist level, your execs, other departments, even shareholders and the public\n- but in an organized form: it’s us!\n
  • Differentiator: The hub ensures all parts of your business are working toward the same goals\nExample: Competing priorities can often be painfully apparent on a company’s website, maybe the homepage is torn up into so many different sections just because each LOB needs their real estate\n\n\n\n
  • Differentiator: The hub ensures all parts of your business are working toward the same goals\nExample: Competing priorities can often be painfully apparent on a company’s website, maybe the homepage is torn up into so many different sections just because each LOB needs their real estate\n\n\n\n
  • Differentiator: The hub ensures all parts of your business are working toward the same goals\nExample: Competing priorities can often be painfully apparent on a company’s website, maybe the homepage is torn up into so many different sections just because each LOB needs their real estate\n\n\n\n
  • Differentiator: The hub ensures all parts of your business are working toward the same goals\nExample: Competing priorities can often be painfully apparent on a company’s website, maybe the homepage is torn up into so many different sections just because each LOB needs their real estate\n\n\n\n
  • Differentiator: The hub ensures all parts of your business are working toward the same goals\nExample: Competing priorities can often be painfully apparent on a company’s website, maybe the homepage is torn up into so many different sections just because each LOB needs their real estate\n\n\n\n
  • Differentiator: The hub ensures all parts of your business are working toward the same goals\nExample: Competing priorities can often be painfully apparent on a company’s website, maybe the homepage is torn up into so many different sections just because each LOB needs their real estate\n\n\n\n
  • Adding to our mountain of data when we already aren’t using what we have is counterproductive, and isn’t the best use of our resources.\n
  • Adding to our mountain of data when we already aren’t using what we have is counterproductive, and isn’t the best use of our resources.\n
  • Adding to our mountain of data when we already aren’t using what we have is counterproductive, and isn’t the best use of our resources.\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • With social, the relationship can happen anywhere\n\nSketchiness happens at the beginning and the end (desperate brands or ones that can’t be trusted)\n
  • With social, the relationship can happen anywhere\n\nSketchiness happens at the beginning and the end (desperate brands or ones that can’t be trusted)\n
  • With social, the relationship can happen anywhere\n\nSketchiness happens at the beginning and the end (desperate brands or ones that can’t be trusted)\n
  • With social, the relationship can happen anywhere\n\nSketchiness happens at the beginning and the end (desperate brands or ones that can’t be trusted)\n
  • With social, the relationship can happen anywhere\n\nSketchiness happens at the beginning and the end (desperate brands or ones that can’t be trusted)\n
  • \n
  • Is this marketing?\n\nSometimes, brands that are user-centric actually don’t even know what marketing is - it’s ingrained in them\n\nBrin: “marketing is what you do when the product isn’t good enough”\nresearch: “We rely on our users to do our marketing...share with people...”\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Airline miles card\n- what resources can we put out there to help people?\n- flexible paths (most content sites fight this)\n
  • Airline miles card\n- what resources can we put out there to help people?\n- flexible paths (most content sites fight this)\n
  • Airline miles card\n- what resources can we put out there to help people?\n- flexible paths (most content sites fight this)\n
  • Airline miles card\n- what resources can we put out there to help people?\n- flexible paths (most content sites fight this)\n
  • Airline miles card\n- what resources can we put out there to help people?\n- flexible paths (most content sites fight this)\n
  • \n\n\n
  • \n
  • Every action creates data.\n\nFood Lion asked people to like vs. Whole Foods?\n
  • Every action creates data.\n\nFood Lion asked people to like vs. Whole Foods?\n
  • Every action creates data.\n\nFood Lion asked people to like vs. Whole Foods?\n
  • Great campaigns allow users to shine:\n- tosh.0\n- twitter\n- facebook/youtube contests\n- user content\n\nwhy do people like bands, brands, etc? Status.\n
  • Great campaigns allow users to shine:\n- tosh.0\n- twitter\n- facebook/youtube contests\n- user content\n\nwhy do people like bands, brands, etc? Status.\n
  • Great campaigns allow users to shine:\n- tosh.0\n- twitter\n- facebook/youtube contests\n- user content\n\nwhy do people like bands, brands, etc? Status.\n
  • you can make promises the product will keep\n
  • you can make promises the product will keep\n
  • you can make promises the product will keep\n
  • you can make promises the product will keep\n
  • \n
  • Transcript

    1. Nice bridgeyou havethere.
    2. Launch
    3. Launch• @evanlapointe atlantaAnalytics.com
    4. Launch• @evanlapointe atlantaAnalytics.com• #KeystoneATX
    5. Launch• @evanlapointe atlantaAnalytics.com• #KeystoneATX• @KeystoneSocial
    6. Launch• @evanlapointe atlantaAnalytics.com• #KeystoneATX• @KeystoneSocial• IBM, Ensighten, ObservePoint, IQ Workforce
    7. How tomarket
    8. How tomarket
    9. How to marketwatch your customers
    10. How to marketwatch your customers“get” your customers
    11. The Origin
    12. The Origin• Many businesses don’t trust that doing things the right way will actually work.
    13. The Origin• Many businesses don’t trust that doing things the right way will actually work.• Many businesses are searching for magic bullets, and we are playing along.
    14. The Origin• Many businesses don’t trust that doing things the right way will actually work.• Many businesses are searching for magic bullets, and we are playing along.• The world doesn’t have an ambitious view of what we do.
    15. Will doingthings the
    16. How are
    17. How are• It’s not about personal info or tracking
    18. How are• It’s not about personal info or tracking• It’s about how that data is used
    19. How are• It’s not about personal info or tracking• It’s about how that data is used • “Brand X gets me.”
    20. How are• It’s not about personal info or tracking• It’s about how that data is used • “Brand X gets me.”• Using personal data for the company’s benefit can be immensely creepy
    21. My take:
    22. My take:• The best brands trust that exceptional experiences will be shared and will justify price (and they are right)
    23. My take:• The best brands trust that exceptional experiences will be shared and will justify price (and they are right)• When you attempt to use a person’s information or network as a marketing tool, there is a high probability you will look like a creep
    24. The search for
    25. Our next
    26. Our next• A more complete view of the customer
    27. Our next• A more complete view of the customer• Data marriage / centralization
    28. Magic Bullet
    29. Magic Bullet• What is the benefit?
    30. Magic Bullet• What is the benefit?• What is the cost?
    31. Magic Bullet• What is the benefit?• What is the cost?• Will the reality live up to the promise?
    32. Magic Bullet• What is the benefit?• What is the cost?• Will the reality live up to the promise?• Can we handle it?
    33. My take:
    34. My take:• These feel like hope-based strategies
    35. My take:• These feel like hope-based strategies• When we find these magic bullets, we won’t be substantially closer to marketing nirvana
    36. My take:• These feel like hope-based strategies• When we find these magic bullets, we won’t be substantially closer to marketing nirvana• As analysts, it’s our job to point out that this is not the right way to use our resources today
    37. What doesthe world
    38. Get ready for awhite slide . . .
    39. SEOPaid MediaInformationArchitectureUsability
    40. Resour ces
    41. Business OutcomResour es ces
    42. Business OutcomResour Real- es ces World Data
    43. Web analytics
    44. 1 We can offer data
    45. 1 We can offer data We can2 offer insight
    46. 1 We can offer data We can2 offer insight we can3 offer focus
    47. 1 We can offer data We can[Metaphor Goes Here] 2 offer insight we can 3 offer focus
    48. 1 We can offer data We can[Metaphor Goes Here] 2 offer insight we can 3 offer focus
    49. 1 We can offer data We can[Metaphor Goes Here] 2 offer insight we can 3 offer focus
    50. 1 We can offer data We can[Metaphor Goes Here] 2 offer insight we can 3 offer focus
    51. We can offer data
    52. We can offer data our next magic bullets
    53. We can offer data our next magic • A more complete view of the customer • Data centralization / marriage bullets
    54. We can offer data our next magic • A more complete view of the customer • Data centralization / marriage bullets
    55. Get ready for thewhite slide again.let’s see what we can really do.
    56. Data is available. Data drives constantimprovements. All tactics areaccountable to outcomes.
    57. Data is available. Data drives constantimprovements. All tactics areaccountable to outcomes.Insight
    58. Data is available. A common hub. Data drives This means true constant collaborationimprovements. and compromise management All tactics are across tactics.accountable to outcomes.Insight
    59. Data is available. A common hub. Data drives This means true constant collaborationimprovements. and compromise management All tactics are across tactics.accountable to outcomes.Insight Focus
    60. Reality
    61. Reality• Every day you have a certain amount of time, energy, people, and money to allocate.
    62. Reality• Every day you have a certain amount of time, energy, people, and money to allocate.• Growing the grocery store inventory is often counterproductive.
    63. Reality• Every day you have a certain amount of time, energy, people, and money to allocate.• Growing the grocery store inventory is often counterproductive.• Your greatest value may lie in helping the company allocate, not execute
    64. An
    65. An• Define ourselves by the outputs, not inputs
    66. An• Define ourselves by the outputs, not inputs• Web analytics is an advocacy role; there is more to be gained by embracing this than fighting it
    67. An• Define ourselves by the outputs, not inputs• Web analytics is an advocacy role; there is more to be gained by embracing this than fighting it• Transition specialist analysis to the specialist
    68. An• Define ourselves by the outputs, not inputs• Web analytics is an advocacy role; there is more to be gained by embracing this than fighting it• Transition specialist analysis to the specialist• Help manage the portfolio of finite resources (climb to the top of the organization)
    69. Building a better(and less
    70. What do we
    71. What do we• Revenue Growth
    72. What do we• Revenue Growth• Profitability
    73. What are
    74. What are• Demand creation (promises)• Traffic generation (promises)• The arrival (promises / action)• The experience (action)• The relationship (trust)
    75. 1. DoMarketing
    76. “All you have to do is hold it up and say ‘Do you want this?’”
    77. 2. DoInformationArchitecture
    78. 2. Do Information Architecture( really on-purpose segment- driven site development )
    79. Information
    80. Information• Users
    81. Information• Users• Contexts
    82. Information• Users• Contexts• Content
    83. personas
    84. personas
    85. personas use cases
    86. personas use cases
    87. personas use cases Workflows:how do differentpeople with the
    88. Personalizat
    89. Personalizat• Holy crap.
    90. 3. Be trustworthy3.5. Use your power toelevate your customer
    91. Earn trust &
    92. Earn trust &• Anyone can provide a great experience once
    93. Earn trust &• Anyone can provide a great experience once• Use their information to help them
    94. Earn trust &• Anyone can provide a great experience once• Use their information to help them• Ask for their help if you want it - the ask data is valuable
    95. Be the
    96. Be the• The best campaigns help the users as much as the brand
    97. Be the• The best campaigns help the users as much as the brand• How can you be a status symbol?
    98. Be the• The best campaigns help the users as much as the brand• How can you be a status symbol?• If customers have nothing to gain from you, what are you hoping for?
    99. Recap:
    100. Recap:• Marketing: Give yourself the opportunity to make awesome promises
    101. Recap:• Marketing: Give yourself the opportunity to make awesome promises• IA: Focus on workflows, personalize
    102. Recap:• Marketing: Give yourself the opportunity to make awesome promises• IA: Focus on workflows, personalize• Loyalty & Power: Keep their trust and elevate their status
    103. Recap:• Marketing: Give yourself the opportunity to make awesome promises• IA: Focus on workflows, personalize• Loyalty & Power: Keep their trust and elevate their status• Great brands don’t have to overcome themselves
    104. Thanks• @evanlapointe• @keystoneSocial• #KeystoneATX• (I have a lot of shirts I need to give away)

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