Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Understanding CX through Marketing Analytics

230 views

Published on

Understanding the Customer Experience through Marketing Analytics presented by Heather Lamb at the 2016 AMA Iowa Experience Event

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Understanding CX through Marketing Analytics

  1. 1. Understanding CX through Marketing Analytics Friday February 10th, 2017
  2. 2. About Heather Lamb, Data Scientist heather.lamb@zirous.com 515-974-5576 1994
  3. 3. Agenda ● Understanding CX ● Energy Efficiency Case Study ● Measuring CX with Marketing Analytics ○ Zirous Case Study ○ Rx Case Study ● Final Thoughts
  4. 4. Understanding CX Getting and Retaining Customers
  5. 5. Getting and Retaining Customers As Marketers, it is our number one goal to find and keep good customers. Our Job is to: ● Know the product ● Know the customer ● Sell the product ● Keep the customer happy
  6. 6. Getting and Retaining Customers Get Retain Our focus is truly the Customer ● Know the customer ● Keep the customer happy Retain
  7. 7. Getting the Customer: Current Process How do we currently know the customer? ● We ask them what they like ○ Surveys ○ Focus Groups ● We profile them (segmentation) ○ Supplemental information from a data company
  8. 8. Getting the Customer: By Asking for Info Surveys/Focus Group Answers Do people (as a whole) really say what they want? Are we truthful about our intentions?
  9. 9. Social Physics: Measuring Human Behavior Alex “Sandy” Pentland, MIT ● Directs the MIT Human Dynamics Lab, Institute for Data Driven Design, and MIT Media Lab Entrepreneurship Program ● 2011 Forbes named him one of the world's seven most powerful data scientists Source: Wikipedia, 2017
  10. 10. Social Physics: Measuring Human Behavior Our past and current behavior is the best indicator for our future behavior. Our personal connections influence us more than we think. What we SAY we will do is NOT a good indicator for our future behavior.
  11. 11. Getting the Customer: By Asking for Info Do people (as a whole) really say what they want? Are we truthful about our intentions? Not really We think we are
  12. 12. Getting the Customer: By Asking for Info Survey Setup Are the questions setup correctly? Are we collecting the right answers?
  13. 13. Getting the Customer: By Asking for Info Common Issues with Surveys ● Population ● Sampling ● Questions ● Content ● Bias ● Administration
  14. 14. Getting the Customer: By Asking for Info Is the survey setup correctly? Are we collecting the right answers?
  15. 15. Getting the Customer: Current Process How do we currently get the customer? ● We ask them what they like ○ Surveys ○ Focus Groups ● We profile them (segmentation) ○ Supplemental information from a data company Problems
  16. 16. Getting the Customer: By Profiling There are many sources of data to supplement to your customer list. ● Costly ● Good for Telecom, Financial, and Home Services ● Can’t explain why beyond operational reasons
  17. 17. Getting the Customer: Current Process Issues How do we currently get the customer? ● We ask them what they like ○ Surveys ○ Focus Groups ● We profile them (segmentation) ○ Supplemental information from a data company Problems Problems
  18. 18. Getting and Retaining Customers Get Retain Our focus is truly the Customer ● Know the customer ● Keep the customer happy Get
  19. 19. Retaining the Customer: Current Process How do we currently retain the customer? ● CRM ○ Repository of customer information ● Customer Service ○ Multi-channel presence
  20. 20. Retaining the Customer: By CRM There are numerous options for CRM systems - How do you choose the “right” one? Sales Team Product Information Transactional Data Customer Service Marketing Content Customer Interactions TIME $$$$ "The best CRM implementation is the one your entire organization will actually use" - Forbes, Leadership Division ● Enterprise-level adoption Source: Forbes 2015
  21. 21. Retaining the Customer: Current Process Issues How do we currently retain the customer? ● CRM ○ Repository of customer information ● Customer Service ○ Multi-channel presence Problems
  22. 22. Retaining the Customer: By Customer Service How can we provide the best customer service to our customers? ● Multi-channel presence ○ Social Media Community Manager
  23. 23. Retaining the Customer: Community Manager What skills does a Social Media Community Manager need? ● Content Creator ● Marketing Analyst ● News Junkie ● Customer Service Rep ● Community Manager and Facilitator ● Funnel Marketing Manager ● Project Manager Source: HubSpot, 2015
  24. 24. Retaining the Customer: By Customer Service How can we provide the best customer service to our customers? ● Multi-channel presence ○ Social Media Community Manager ○ Call Center ○ In-Store Education
  25. 25. Retaining the Customer: Current Process Issues How do we currently retain the customer? ● CRM ○ Repository of customer information ● Customer Service ○ Multi-Channel presence Problems Problems
  26. 26. Getting and Retaining Customers Get Retain Our focus is truly the Customer ● Know the customer ● Keep the customer happy
  27. 27. Getting and Retaining Customers Get Retain Our focus is truly the Customer ● Know the customer ● Keep the customer happy
  28. 28. CX Getting and Retaining Customers Get Retain Our focus is truly the Customer ● Know the customer ● Keep the customer happy Understand the customer Understand their experience
  29. 29. Measuring CX with Marketing Analytics Where do we start?
  30. 30. Disrupting Marketing by Measuring Behavior Measure behavior of customer and identify conversion rates 2 START SMALL Start in a small market with an inexpensive and trackable medium ?
  31. 31. Case Study: Zirous Brand Awareness Set up measurements on: ● Clicks ● Visits ● On-site engagements
  32. 32. Case Study: Zirous Brand Awareness Zirous Audience likes messaging that is: ● Local ● Informational
  33. 33. Case Study: Zirous Brand Awareness Knowing this customer preference data based on their behaviors, we cut the budget in half and only ran two ads.
  34. 34. Case Study: Zirous Brand Awareness Impact Started ALL digital ads Slashed budget and impressions in half
  35. 35. Case Study: Zirous Brand Awareness START SMALL: Start a campaign with customer behavior measurements in mind. Drive regional Zirous Brand Awareness through visits to the website. Scale down messaging to only those that get people to the website. More website visits!Measure what types of Zirous messaging gets people to the website.
  36. 36. Disrupting Marketing by Measuring Behavior 2 LOOK BACK Measure past campaign behavior ? Measure behavior of customer and identify conversion rates
  37. 37. Case Study: Rx Onsite Conversions Started by measuring all impressions, clicks, website visits, and form downloads across previous digital ad campaigns. We noticed a pattern on the website - the percentage of downloads dropped on the weekends.
  38. 38. Case Study: Rx Onsite Conversions We combined all the weekdays over the course of the campaign, and the pattern was even clearer. Su M T W R F Sa average People aren’t doing anything on the website on weekends
  39. 39. Case Study: Rx Onsite Conversions We then went back to see if we were getting less impressions on the weekends. nope
  40. 40. Case Study: Rx Onsite Conversions The customer was behaving differently on the weekends than they did during weekdays. So with the new campaign, we decided to run digital ads during the weekdays only. Same weekly budget and number of impressions were kept as previous campaign.
  41. 41. Case Study: Rx Onsite Conversions Weekday % Site Downloads Sunday 0.71% Monday 1.27% Tuesday 1.33% Wednesday 1.29% Thursday 1.30% Friday 1.37% Saturday 0.82% Total 1.15% Weekday % Site Downloads Sunday Monday 1.27% Tuesday 1.33% Wednesday 1.29% Thursday 1.30% Friday 1.37% Saturday Total 1.31% Guess what happened? We got a 13% increase in site downloads with the same budget, same creative, same number of impressions, and the same weekly download rates.
  42. 42. Case Study: Rx Onsite Conversions How: Look at past campaigns for customer behaviors. Get more people to the website to download the info form. Create new campaign around what worked the best. Better conversion rates! Measure what types of marketing efforts worked the best historically.
  43. 43. Final Thoughts What just happened?
  44. 44. Final Thoughts: From Today to Tomorrow We know: ● Getting and retaining customers is the reason for customer experience ● We can’t always trust what our customers tell us CX Get Retain
  45. 45. Final Thoughts: From Today to Tomorrow We need: ● To measure the customer behavior to improve the customer experience ● Make informed decisions based on customer behavior to get better results CX Get Retain
  46. 46. Final Thoughts: From Today to Tomorrow Going forward we should: ● Make measuring customer behavior part of the marketing strategy CX Get Retain ● Start small ● Look back
  47. 47. Closing & Questions Heather Lamb, Data Scientist heather.lamb@zirous.com 515-974-5576 1994 2016

×