Customer Management in the Digital World



                                Tim Barnes
Customer Management in the Digital World



                                Tim Barnes
Customer Management in the Digital World



                                Tim Barnes
The Value of Data Consolidation
ACTIVITY               DESIRED OUTCOME
                                               $5,000
                             ...
Page 6© 2009 Razorfish. All rights reserved.
ACTIVITY          UNINTENDED OUTCOME
                                               $5,000
                               ...
ACTIVITY               DESIRED OUTCOME
                                               $5,000
                             ...
Page 9© 2009 Razorfish. All rights reserved.
EYEBALLS                                    BUYERS




Page 10© 2009 Razorfish. All rights reserved.
Page 11© 2009 Razorfish. All rights reserved.
Peer        Competitive
                                   reviews       alternatives




                                ...
Desired
                                                Business
                                                Outcomes
...
PROSPECTiveMarketing
   Extending CRM up the Funnel
Traditional CRM


                                                 Awareness


                                           ...
Digital CRM


                                                 Awareness


                                               ...
PURCHASER
                 Customer Value




                                                        Newbies31%          ...
PURCHASER



                                                                                        KEY MEASUREMENTS
    ...
PURCHASER


                                                                                          KEY STATISTICS
     ...
PURCHASER



                                                                                              GOALS
         ...
Scatter Approach
                                      Peer       Competitive
                                    reviews ...
Customer Level Targeting
                                      Peer       Competitive
                                    ...
Parting Thoughts


         • Marketing should not exist
           in silos

         • Know your customer --
           ...
Thank You

             Tim Barnes
tim.barnes@razorfish.com
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Razorfish - Tim Barnes on Consumer Insight

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Big Idea 3: Consumer Insight was delivered by Razorfish's Tim Barnes on April 22, 2009, at the 9th Annual Razorfish Client Summit (#rzcs on Twitter).

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Razorfish - Tim Barnes on Consumer Insight

  1. 1. Customer Management in the Digital World Tim Barnes
  2. 2. Customer Management in the Digital World Tim Barnes
  3. 3. Customer Management in the Digital World Tim Barnes
  4. 4. The Value of Data Consolidation
  5. 5. ACTIVITY DESIRED OUTCOME $5,000 $4,500 $4,000 $3,500 $3,000 $2,500 $2,000 $1,500 $1,000 $500 $0 Preparing Taxes Pay Less Tax Page 5© 2009 Razorfish. All rights reserved.
  6. 6. Page 6© 2009 Razorfish. All rights reserved.
  7. 7. ACTIVITY UNINTENDED OUTCOME $5,000 $4,500 $4,000 $3,500 $3,000 $2,500 $2,000 $1,500 $1,000 $500 $0 Preparing Taxes Pay too Much Page 7© 2009 Razorfish. All rights reserved.
  8. 8. ACTIVITY DESIRED OUTCOME $5,000 $4,500 $4,000 $3,500 $3,000 $2,500 $2,000 $1,500 $1,000 $500 $0 Marketing Drive Down Waste Page 8© 2009 Razorfish. All rights reserved.
  9. 9. Page 9© 2009 Razorfish. All rights reserved.
  10. 10. EYEBALLS BUYERS Page 10© 2009 Razorfish. All rights reserved.
  11. 11. Page 11© 2009 Razorfish. All rights reserved.
  12. 12. Peer Competitive reviews alternatives BUYERS EYEBALLS CONTRIBUTORS Recommendations User-generated From friends content Page 12© 2009 Razorfish. All rights reserved.
  13. 13. Desired Business Outcomes Page 13© 2009 Razorfish. All rights reserved.
  14. 14. PROSPECTiveMarketing Extending CRM up the Funnel
  15. 15. Traditional CRM Awareness Consideration Trial CONVERT Extend Page 15© 2009 Razorfish. All rights reserved.
  16. 16. Digital CRM Awareness Consideration Trial CONVERT Extend Page 16© 2009 Razorfish. All rights reserved.
  17. 17. PURCHASER Customer Value Newbies31% Loyalists18% PROSPECT Masses43% Enthusiasts8% UNAWARE ADVOCATE Brand Commitment Page 17© 2009 Razorfish. All rights reserved.
  18. 18. PURCHASER KEY MEASUREMENTS • Brand Awareness/Affinity • Evangelization Customer Value • Research Behavior Newbies31% Loyalists18% • Exposure/Interaction PROSPECT Masses43% Enthusiasts8% UNAWARE ADVOCATE Brand Commitment Page 18© 2009 Razorfish. All rights reserved.
  19. 19. PURCHASER KEY STATISTICS • 8% of audience • 26% of value (potential) Customer Value • 42% of all chatter • Low or no product purchases Newbies31% Loyalists18% PROSPECT Masses43% Enthusiasts8% UNAWARE ADVOCATE Brand Commitment Page 19© 2009 Razorfish. All rights reserved.
  20. 20. PURCHASER GOALS • Drive towards purchase Customer Value • Model behaviors • Increase conversation Newbies31% Loyalists18% PROSPECT Masses43% Enthusiasts8% UNAWARE ADVOCATE Brand Commitment Page 20© 2009 Razorfish. All rights reserved.
  21. 21. Scatter Approach Peer Competitive reviews alternatives BUYERS EYEBALLS CONTRIBUTORS Recommendations User-generated From friends content Page 21© 2009 Razorfish. All rights reserved.
  22. 22. Customer Level Targeting Peer Competitive reviews alternatives BUYERS EYEBALLS CONTRIBUTORS Recommendations User-generated From friends content Page 22© 2009 Razorfish. All rights reserved.
  23. 23. Parting Thoughts • Marketing should not exist in silos • Know your customer -- they may be a prospect • Create relevant conversations with consumers Page 23© 2009 Razorfish. All rights reserved.
  24. 24. Thank You Tim Barnes tim.barnes@razorfish.com
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