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7 Ways to Amp up Your Marketing Using Customer Analytics
 

7 Ways to Amp up Your Marketing Using Customer Analytics

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Learn which analytics you should use to optimize online, offline and mobile channels.

Learn which analytics you should use to optimize online, offline and mobile channels.

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    7 Ways to Amp up Your Marketing Using Customer Analytics 7 Ways to Amp up Your Marketing Using Customer Analytics Presentation Transcript

    • 7 Ways to Amp Up Your Marketing Using Customer Analytics Jay Henderson Strategy Director, IBM’s Enterprise Marketing Management Group © 2013 IBM Corporation
    • Today’s presenter Jay Henderson Strategy Director, Enterprise Marketing Management @jay_henderson 2 © 2013 IBM Corporation
    • The danger and the opportunity Bad marketing? 3 © 2013 IBM Corporation
    • The danger and the opportunity Bad marketing? 4 © 2013 IBM Corporation
    • The danger and the opportunity Marketing so good it feels like a service… …and service so good it’s marketing 5 © 2013 IBM Corporation
    • Intelligence needs to be woven into the fabric of enterprise processes to build smarter marketing Prospective Employees Suppliers Current & Prospective Customers 6 Business Partners © 2013 IBM Corporation
    • Intelligence needs to be woven into the fabric of enterprise processes to build smarter marketing Manage inventory and optimize supply chain Hire capable employees and enable with appropriate skills Understand the met and unmet needs Enable employee access to usable analytics Improve customer satisfaction & loyalty Increase conversion, margin Reduce sales cycle time Enable flexible payment options based on need Increase brand preference, especially for customers with the greatest lifetime value 7 © 2013 IBM Corporation
    • 7 8 Ways to Amp Up Your Marketing Using Customer Analytics © 2013 IBM Corporation
    • #1 bridge the gap between analysis and action (finally?) Analysis 9 Action © 2013 IBM Corporation
    • Marketers must bridge the gap between analysis and action (finally?) 57% said their top bottleneck was measurement, analysis & learning 62% said their top marketing issue was turning data into action Source: IBM’s Global Survey of Marketers 10 © 2013 IBM Corporation
    • Don’t create customer “facts”, frame analytics around actions to support specific business goals Attract Engage & Persuade Grow & Retain 11 11 © 2013 IBM Corporation
    • #2 identify needs and intent from digital behaviors 12 © 2013 IBM Corporation
    • Marketers must leverage digital behavioral data to turn data into action 65% Of respondents are doing the basics by reporting and analyzing their online visitor data. Only a third Use this data in targeting one-toone offers or messages in digital channels. Less than 1 and 5 Source: IBM’s Global Survey of Marketers 13 Leverage online data to make one-to-one offers in traditional channels. © 2013 IBM Corporation
    • Marketers will use web data because it will improve targeting Target Audience: Demographics Mom Accountant 14 Wife Golfer © 2013 IBM Corporation
    • Marketers will use web data because it will improve targeting Target Audience: Demographics Mom Accountant Wife Golfer Last Web Visit 15 © 2013 IBM Corporation
    • Marketers will use web data because it will improve targeting Web Data Informs Intent, Desire, Need…. Target Audience: Demographics Mom Accountant Wife Golfer Last Web Visit 16 © 2013 IBM Corporation
    • Drive customer level digital behaviors into customer profiles 17 © 2013 IBM Corporation
    • #3 understand how your customers are interacting with mobile channels 18 © 2013 IBM Corporation
    • Mobile (including tablet) continues to increase dramatically… Sales, traffic, and even email 15% of all online sales come from 25% of all site traffic comes over over mobile devices1 from mobile devices2 47% of all email is opened on mobile devices (more than apps or web) 19 3 Sources: 1 IBM Digital Analytics Benchmark (consistently Nov 2012 – March 2013) 2 IBM Digital Analytics Benchmark (as of March 2013) 3 Email Optimization benchmark © 2013 IBM Corporation
    • As customers adopt, not surprisingly marketers are following…. over of 50% marketers already conduct multiple types of mobile marketing Source: IBM’s Global Survey of Marketers 20 © 2013 IBM Corporation
    • Don’t forget, mobile is a device, not a single channel Mobile Email Mobile Applications e Mobile Messaging (SMS, Push Notifications, Wallet/Passbook) Mobile Websites Customer Mobile Display & Search DISPLAY 21 © 2013 IBM Corporation
    • Mobile marketing adoption is healthy across channels and tactics Figure: Mobile Marketing Tactics in Use Q. Which of the following mobile marketing tactics is your company using or planning to use? Mobile apps 59% Mobile websites 21% 52% Mobile email 47% Location-based targeting 28% 41% 25% SMS/MMS/WAP 39% Mobile Ads (PPC or Display) 38% 29% Mobile wallet (e.g. Passport, Google ) 23% 29% 16% 15% 18% 8% 12% 16% 25% 9% 15% 25% 11% 13% 17% 21% 18% 30% Source: IBM’s Global Survey of Marketers 22 March 2013 © 2013 IBM Corporation
    • Mobile is not all thumbs, fingers too. iPad now consistently leads all devices - more traffic and faster growth US Mobile Traffic by Device December 2011 vs December 2012 iPad iPhone Android 8.82% 4.30% 8.21% 5.16% Dec-12 Dec-11 6.09% 4.07% Source: IBM Digital Analytics Benchmark 23 © 2013 IBM Corporation
    • Create customer profiles based on mobile devices Mobile Segmentation Standard Mobile Reports 24 © 2013 IBM Corporation
    • Understand how customers transition across devices and visualize device streams 25 © 2013 IBM Corporation
    • Understand the mobile customer experience Cover multiple mobile channels Native Apps Mobile Site  Capture and replay customer interactions  Discover “why” mobile customers succeed or fail  Automatically detect customer struggles, obstacles or issues  Drill down into actual user behavior, complete with gestures Hybrid Apps 26 HTML5 © 2013 IBM Corporation
    • #4 discover brand disposition and product sentiment from social data 27 © 2013 IBM Corporation
    • Consumer adoption of social media is pervasive, but marketing in social is hit or miss • Measurement and ROI are elusive • Campaigns are poorly integrated • Mostly marketing techniques are employed • Opportunity to understand individuals is ignored Social has yet to make a significant impact on “same session” traffic or sales ~1% of traffic ~1.5% of online sales Source: IBM Digital Analytics Benchmark 28 © 2013 IBM Corporation
    • Marketers become socially awkward as experimentation abounds Figure: Social Media Tactics in Use Q. Which of the following social media marketing tactics is your company using or planning to use? Facebook Twitter Blogs Social sharing Branded Communities Social media ads Social apps/widgets UGC Pinterest Group Buying Foursquare 66% 55% 51% 49% 48% 48% 45% 44% 29% 25% 21% 19% 8% 8% 18% 11% 17% 21% 7% 21% 24% 7% 21% 23% 9% 20% 22% 10% 20% 23% 12% 20% 22% 12% 22% 27% 15% 29% 18% 13% 44% 18% 16% 45% Currently Use Plan to use in <12 months Plan to use >12 months No plan to use it Source: IBM’s Global Survey of Marketers 29 © 2013 IBM Corporation
    • Customer analytics for social should be aggregate and individual Aggregate Insights Sentiment Individual Profiles 30 + Name, # of Friends, birthday, hometown, interests, activities, political views, religion, relationship status, etc, etc, etc. # of followers, # following, last tweet date © 2013 IBM Corporation
    • Progressive social insight that informs a single view of the customer and context for a relationship Social Facts 31 © 2013 IBM Corporation
    • Progressive social insight that informs a single view of the customer and context for a relationship Inferred Social Attributes Sentiment Influence Interests Expertise Social Facts 32 © 2013 IBM Corporation
    • Progressive social insight that informs a single view of the customer and context for a relationship Personality Behavior Values Needs Inferred Social Attributes Sentiment Influence Interests Expertise Social Facts 33 © 2013 IBM Corporation
    • #5 strategically nurture new channels 34 © 2013 IBM Corporation
    • Warning! things change… especially emerging marketing channels New Media Social Media Social + Mobile Website Email PPC …and more ? 35 © 2013 IBM Corporation
    • How does your company respond to new channels? Denial Panic Fear EMERGING CHANNELS Legal Bottlenecks Wait for ROI Proof One-Off Experiments 36 © 2013 IBM Corporation
    • Today’s situation marketing is great about reserving discretionary budget to try new things 37 © 2013 IBM Corporation
    • Today’s problem disconnect between funding with discretionary spend strategically nurturing new channels 38 © 2013 IBM Corporation
    • Tomorrow’s solution shift efforts in emerging channels from ad-hoc and one-off to a strategic and structured process 39 © 2013 IBM Corporation
    • #6 adjust marketing in real-time by understanding the context of the current interaction 40 © 2013 IBM Corporation
    • RETHINKING the customer interactions BEFORE the interaction: DURING the interaction: • Easier (only batch capabilities needed) • Greater investment required (real-time capabilities needed) • But context not used, so personalization is less relevant • More relevant messages Best option: DURING 41 © 2013 IBM Corporation
    • Real-time contextual marketing Contextual marketing: the presentation of personalized messages during “inbound interactions” and taking into consideration the current interaction Website Selection Greetings Greetings Customer Greetings Dialog Offer Offer Call Center Authentication Hold Time Context of Call Turns every customer touch-point into a channel for the kind of personalized Turns every customer touchpoint into a channel for the kind of personalized marketing messages previously only delivered through outbound campaigns marketing messages previously only delivered through outbound campaigns 42 © 2013 IBM Corporation
    • Contextual marketing is a growing trend Survey question: Is your company delivering or planning to deliver targeted/personalized messages in customer-initiated interactions (e.g., website, physical store/branches, call center)? Currently do it Plan to do in <12 months Plan to do in >12 months No plan to do it Website 70% 16% 7% 7% Customer Service / Call Center 68% 11% 9% 12% Social Media (i.e. Facebook) Mobile (i.e. SMS, mobile sites) 54% 47% 22% 27% 12% 11% 13% 13% Source: IBM’s Global Survey of Marketers 43 © 2013 IBM Corporation
    • Why? Because it works better Enterprise Enterprise Initiated, Marketing Driven “Traditional” Outbound Customer “Intrusive” 1-5% Response Event-Driven Customer Triggered, Product as Service “Convenient” 5x Success Inbound, Real Time Customer Initiated, Relationship Driven “Appropriate” 10x Success Source: Gartner Group 44 © 2013 IBM Corporation
    • Results from using real-time context in personalization Company A global financial services institution Benefit 4x revenue from offers presented on website based on behavior, not pre-calculated A large Dutch bank 5% increase in sales volume A global travel and entertainment company 250% increase in clicks per day, 400% increase in revenue per impression, from web personalization from real-time email offer personalization A large telecommuncations provider in APAC 45 Cross sell success rate increased from under 10% to more than 40% in call centers and retail shops © 2013 IBM Corporation
    • #7 measure what works and make adjustments 46 © 2013 IBM Corporation
    • Have a strategy for ROI measurement & optimization Your overall marketing and business strategy determines the role of a channel Define Mobile’s Mission • Create customers? • Make / save money? • Satisfy & grow clients? Derive Mobile Strategy • Mobile features, e.g. site vs. app, SMS, QR? • ROI metrics and goals? • Ad channels? Derive the Mobile Interaction Strategy across the Customer Lifecycle Promote Measure ROI + Improve it Persuade • Short term? Nurture with Permission and Personalization • Over customer lifecycle? Convert to New Customers Service Repeat Grow Lifetime Value 47 Grow Net Promoters © 2013 IBM Corporation
    • 7 Ways to Amp Up Your Marketing Using Customer Analytics Use customer analytics to… 1. Bridge the gap between analysis and action 2. Identify needs and intent from digital behaviors 3. Understand how your customers are interacting with mobile channels 4. Discover brand disposition and product sentiment from social data 5. Strategically nurture new channels 6. Adjust marketing in real-time by understanding the context of the current interaction 7. Measure what works and make adjustments 48 © 2013 IBM Corporation
    • Jay Henderson Strategy Director IBM Enterprise Marketing Management email: jay.henderson@us.ibm.com twitter: @jay_henderson 49 © 2013 IBM Corporation