Apps to Insights Playbook
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Apps to Insights Playbook

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Use mobile applications to gain an advantage in our data-centric marketing world. The marketing world is full of buzz about using data to inform action. There is so much data out there, but how do you ...

Use mobile applications to gain an advantage in our data-centric marketing world. The marketing world is full of buzz about using data to inform action. There is so much data out there, but how do you turn it into actionable insights? Apps are a particularly valuable source of data because they record customer interactions in a way that easily translate to actions that will improve the sales and marketing process. But getting the best insights requires structuring your apps in a way that collects data in the right way. The resources on this page give you a blueprint for doing this.

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    Apps to Insights Playbook Apps to Insights Playbook Presentation Transcript

    • Big Data Small Data Data Analytics Data Insights Big Data Small Data Data Analytics Data Insights Big Data Small Data Data Analytics Data Insights Big Data Small Data Data Analytics Data Insights Big Data Small As marketers, Insights Big Data we keep Data Data Analytics Data Small Data Data Analytics Datathe hearing about Insights Big Data Small Data Data Analytics Data Insights Big importance of Analytics Data Data Small Data Data data ... Insights Big Data Small Data Data Analytics Data Insights Big Data Small Data Data Analytics Data Insights Big Data Small Data Data Analytics Data Insights Big Data Small
    • “The opportunity has never been greater for savvy marketers and data analysts to team up and Lisa Arthur untangle the ‘data hairball,’ CMO, Teradata Applications gain insights into behavior, anticipate trends and make their customers’ experiences more relevant and timely.” http://www.briansolis.com/2013/12/5-steps-to-improving-the-customer-experience-with-big-data/ 2
    • "That which is measured, improves. That which is measured and Karl Pearson Actual source disputed, apocraphally attributed to Karl Pearson and commonly called Pearson’s Law reported, improves exponentially." 3
    • “Big data will spell the death of customer segmentation and force the marketer to Ginni Rometty understand each CEO, IBM customer as an individual within 18 months or risk being left in the dust.” http://www.slideshare.net/TrueLens/top-10-marketing-big-data-quotes-e-book 4
    • William Band Vice President, Principal Analyst Forrester “Once relegated to the province of direct mail teams and analysts, customer data and marketing technology are now essential to every marketing function, from strategy to creative development to execution.” http://www.slideshare.net/TrueLens/top-10-marketing-big-data-quotes-e-book 5
    • How do you not only keep up ... but get ahead? http://flic.kr/p/8iTeLx (keynell4)
    • 1 Understand that not all data is not created equal
    • 1 2 Understand that not all data is not created equal Understand that insight, not data, is what really matters
    • 1 2 3 Understand that not all data is not created equal Understand that insight, not data, is what really matters Combine creativity with technology to make compelling content that engages your target audience
    • So, you must first define your overall strategy for collecting and analyzing the right data to create insights for your business
    • overall strategy & the right data (+ creativity)
    • overall strategy & the right data (+ creativity) Boost ROI
    • overall strategy & the right data (+ creativity) Boost ROI Beat the Competition
    • overall strategy & the right data (+ creativity) Boost ROI Beat the Competition Get a Promotion!
    • Sales Metrics | Social Media | Web Metrics Content Consumption | Content Sharing Lead Generation Metrics | Advertising Surveys | Search Engine Rankings Email Open Rates | Engagement Metrics Keyword Analysis | Mobile Applications There are many sources of data to draw from
    • Sales Metrics | Social Media | Web Metrics Content Consumption | Content Sharing Lead Generation Metrics | Advertising Surveys | Search Engine Rankings Email Open Rates | Engagement Metrics Keyword Analysis | Mobile Applications Mobile applications (for sales and marketing) can be particularly effective
    • [when executed correctly] Mobile applications (for sales and marketing) can be particularly effective
    • How can mobile apps be used to generate data insights, and how can the data be integrated with the rest of your sources?
    • Before we get to the sevenstep guide, lets clarify exactly what we mean by mobile apps
    • Mobile Apps for sales and marketing
    • Mobile Apps for sales and marketing Sales Teams
    • Mobile Apps for sales and marketing Sales Teams Retail Stores
    • Mobile Apps for sales and marketing Sales Teams Retail Stores Events
    • Mobile Apps for sales and marketing Sales Teams Retail Stores Events Consumers
    • These Apps collect two types of data: 1 2 Content Utilization “App Flight Recorder” Customer Response Forms, Surveys, Media Capture
    • ... and they excel at collecting customer interaction data in the context of selling or product usage situations
    • The opportunity exists to create multi-channel apps Sales Teams Retail Stores Events Consumers that integrates data into a single dashboard
    • Imagine a single view Sales Teams Retail Stores Events Consumers for all your customer interactions
    • If you use correctly, apps will help you generate critical insights for your business
    • If you use correctly, apps can help you generate critical insights for your business The rest of this playbook will help show you how (Read on for the seven steps)
    • Seven steps for turning Apps into Insights: 1 Plan 5 Analyze 2 Design 6 Act 3 Build 7 Evaluate 4 Collect
    • 1 Plan Determine your marketing goals Use planning template (to be shared during webinar)
    • 1 Plan Advice: Don’t cut this short. Planning will have a huge impact on improving the insights you ultimately gain
    • 2 Design Design your app(s), taking your data insights plan into account Follow best practices for integrating customer input into your apps (more on this in webinar)
    • 2 Design Be creative! Use creative team to design compelling experience that meets business needs Don’t be constrained by technology
    • 3 Create Create your app, keeping the following in mind: It should be possible to collect data offline, syncing when connected to internet
    • 3 Create Create your app, keeping the following in mind: Data from all apps should be stored in a central location that makes it easy extract data you want
    • 3 Create Create your app, keeping the following in mind: Take advantage of native features like location tagging, time, date, and duration
    • 3 Create Create your app, keeping the following in mind: Create different variations of your app for your different sales channels
    • 3 Create Create your app, keeping the following in mind: Allow for message customization based on segment, intelligent screen-flow, and personal preferences
    • 4 Collect Data collection on mobile device should be automatic and easy (but it is also a good idea to train users when possible) Assign a single owner for gathering the collective data
    • 5 Analyze Audit to understand all information available Collect key metrics defined in planning stage Recognize trends, draw conclusions
    • 5 Analyze Present to others and get their feedback Look at data different ways to see if you can find hidden insights
    • 6 Act Insights are only valuable if you act on them Determine actions, owners, timeframes - and hold people accountable
    • 6 Act Example Actions: Revise messaging that is not working Train sales team Change product positioning
    • 7 Evaluate It is rare to get get it right the first time Go back to step 1-3 periodically and update app to ensure the most critical insights are generated
    • That’s it! Wait, how do you combine this with your data from other sources?
    • That’s it! Wait, how do you combine this with your data from other sources? Your are almost there, but not quite done
    • No walled gardens
    • Let your data play together for even greater insights Lead Generation Metrics Social Media Email Open Rates Engagement Metrics Content Consumption Sales Metrics Mobile Applications Web Metrics Keyword Analysis Advertising Surveys Search Engine Rankings h&p://www.flickr.com/photos/iknow-­‐uk/3650501593/
    • Finally, please remember to talk to you customers (preferably with a tablet in hand)
    • Learn More Sign up for webinar at http://bit.ly/1k0UIkm Follow the #datainsights hashtag on Twitter Contact Proscape at info@proscape.com