HIMA Interactive Strategies 2015: Don't Fear the Metrics
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This was a discussion on how metrics and an understanding of the customer journey are key to connecting with your consumer.
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HIMA Interactive Strategies 2015: Don't Fear the Metrics
- 5. BE RELENTLESSLY RESOURCEFUL • 27 COUNTRIES • 55 LANGUAGES • 4 BRANDS • 835 SKUS • 15 CATEGORIES • 8 DEMANDING BUSINESS GROUPS
- 12. MARKETERS OTHER 90% 10% IN-HOUSE 45% AGENCY 55% FOR PROFIT 85%
- 13. MARKETERS OTHER 90% 10% IN-HOUSE 45% AGENCY 55% FOR PROFIT 85% NON-PROFIT 15%
- 15. • I have to do something emotionally relevant every 10 mins or I will lose you. • Multitasking: You are 4 times more likely to leave a task uncompleted • You are going to forget most of this. (Unless I repeat it and you repeat it a lot) • Forgetting what I am saying will allow you to prioritize information (I.E. Where are we getting drinks later) SOME SCARY FACTS *”Brain Rules” John Medina. http://www.brainrules.net/
- 20. THERE ARE 3 FUNDAMENTAL TRUTHS OF THE GLOBAL CONSUMER Consumers do not wake-up in the morning thinking which brand of mouse should I buy? Consumers wake-up having their life which matters to them Your brand and product must fit into that life and connect with their heart and mind CONVERSION BEGINS WHEN YOU ARE AT THE RIGHT PLACE AT THE RIGHT TIME WITH THE RIGHT MESSAGE FOR YOUR CONSUMER.
- 23. FEAR
- 28. ATRACT & ORIENT INTERACT ACQUIRE RETAIN ADVOCATE ROAS: 10 - 1ROAS: 6 - 1ROAS: 3 - 1ROAS: < 1 - 1 ???? What happens here?
- 32. ONLINE DATING AS A METAPHOR • Online dating opens up more options for people to meet. • Creates the perception that there may be a better option out there. • Overwhelms thick markets • Super effective in thin markets
- 35. RULE #300 NO ONE NEEDS ALL THE DETAILS ALL THE TIME
- 39. 27 KINDS OF ORANGE JUICE
- 41. ATRACT & ORIENT INTERACT ACQUIRE RETAIN ADVOCATE
- 43. THIS IS THE CUSTOMER JOURNEY START HERE NOT HERE
Editor's Notes
- So I don’t want to waste time on me… This event is about you. I6 IS events One of my favorite events Lifelong friends, etc.
- Instead of talking about me and before we get to far, I want to tell you about 8 of the smartest people I have ever met. Take away if you leave with nothing remember that great people are the key to any strategy and I have the best. 8 People in 5 countries
- And they handle all of this with PASSION and grace. Your team can too. When you hire carefully and grow people to their full potential.
- Ok, Now … Back to you. Can I get three people to share their number one take away from the other sessions today? Honestly, the thing I continue to learn when I come here is that I will never live up to Kelsey Ruger’s decks. High Bar. My job as the last speaker today is not to add on the pile of information. I want to make sure we tie everything together.
- So Lets do a little survey….. For the sake of my deck I made some assumptions here, but lets go ahead and do this.
- So I assume that if you are an agency that serves non-profits you are still for profit
- Gaming! This is what I am going to spend the most time talking about this talk.
- I think this is true because we can’t control everything that effects the numbers. It also means we have to be accountable. It means we have to learn to be objective and rational and learn to keep our hands steady.
- Definition time. When we talk about conversions what are we talking about. Conversions = Actions This can be a sale but that depends on where the customer is in the journey.
- What is it? It's how we see and understand what occurs around us. And what we decide those events mean. We must use skill and discipline to avoid fear and find the truth.
- Tinder is interesting, because it leverages the options but removes some of the risks for participation. Women can control the matches, Anyone can stop a conversation. Makes it feel like a game and a lot more like what happened in bars in the past.
- Satisficers vs Maximizers. Coined by the economist Herbert Simon in 1956, “satisficing” is an approach to decision-making that prioritizes an adequate solution over an optimal solution. Gretchen Rubin sums up the difference between the two types of decision-makers well in a post over at the Happiness Project: Gathering additional information always comes at a cost. We’re better off setting our criteria for making a decision in advance (as in, “I’ll make the call once I know X, Y, and Z”). Once you have that information, make the choice and move on.
- I think this is true because we can’t control everything that effects the numbers. It also means we have to be accountable. It means we have to learn to be objective and rational and learn to keep our hands steady.