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.
Demystifying Big Data & Marketing Automation A Guide to Defining a Customer Lifecycle Strategy gregbeazley.com
About Me Surfers In A Dress
About Me • 7+ years Agency & Client-side • Events > Advertising > Marketing > Consulting • Datarati • Marketing Automat...
About You
Why are you here? Your big data is all of the response and activity generated by your digital marketing efforts. The probl...
What is “Big Data”? • Importance of Data • Access to Technology • Visualise & Manipulate • Predict & Automate
What is “Big Data”? • What/who for? • Complete picture? • What is Big Data NOT?
What is Marketing Automation? • An enabler for data-driven marketing • Connecting the dots to Automate (API) • Behaviour...
What does Marketing Automation do? Landing Pages Forms Data Management Segmentations Measurement Pipeline & Revenue Cookie...
What is Marketing Automation trying to optimise? • Revenue Cycle Funnel & Customer Lifecycle • Bridging the gap between M...
Customer Lifecycle Management How to take Big Data and use Marketing Automation to make it useful
Traditional Approach • Linear path to purchase • Easy to control • Drop-offs > Re-acquisition ($$$) • Disconnect between...
Permission • Permission to Market cross-channel • Build a relationship • Targeted communications (email, display, social...
Relationship • Market in a known way (targeted) • Drive to first-time purchase • We know who you are and what you like Ac...
Repurchase • Buy for a second time • Up Sell & Cross Sell other products • Product life cycle Conversion Transaction e.g...
Stickiness • Brand Preference • Competitive Differentiation • Rewarding Loyalty Conversion Service Alerts e.g. flight dela...
Win Back • Recapture Customers from Defection • Avoid re-starting the cycle Conversion Win Back loop Win Back
Re-permission • Maintaining & recapturing permission across channels Conversion Re-permission loop Relationship Targeted •...
Customer Lifecycle • More prescriptive approach • More effectively map campaigns against the lifecycle • Automate custome...
Customer Lifecycle Campaign Ideas 1. Engage 2. Educate 3. Convert 4. Excite 5. Renew 6. Reward
5 Key Takeaways for you to action immediately 1. Understand what your current lead management process is • Workshop with S...
5 Key Takeaways for you to action immediately 2. Map out what a future state lead management process should look like 3. I...
Connect. /in/gregbeazley gregbeazley.com @gregbeazley gregbeazley@gmail.com /surfersinadress
References • Big Data: • Marketing Technology LUMAscape • Gartner Digital Marketing Transit Map • Revenue Cycle Funnel: • ...
Upcoming SlideShare
Loading in …5
×

Demystifying Big Data & Marketing Automation - A Guide To Defining A Customer Lifecycle Strategy

2,200 views

Published on

You've probably heard of these terms float around the industry with some hype behind them. But what is Big Data? What is Marketing Automation? And how do the two work together?

This presentation aims to go beyond the hype words and strike the core of what marketing is all about, whilst leveraging the technologies we have available to us.

The objective of defining your customer's lifecycle and current lead management process is within your business will skyrocket your ability to understand the gaps and opportunities for quick wins and drastic improvements to customer experience and bottom line pipeline and revenue.

This presentation was developed for Mumbrella's Digital Marketing School in March 2015.

Published in: Marketing
no profile picture user
  • D0WNL0AD FULL ▶ ▶ ▶ ▶ http://1lite.top/KODF4 ◀ ◀ ◀ ◀
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Demystifying Big Data & Marketing Automation - A Guide To Defining A Customer Lifecycle Strategy

  1. 1. Demystifying Big Data & Marketing Automation A Guide to Defining a Customer Lifecycle Strategy gregbeazley.com
  2. 2. About Me Surfers In A Dress
  3. 3. About Me • 7+ years Agency & Client-side • Events > Advertising > Marketing > Consulting • Datarati • Marketing Automation specialists • Data-driven Customer Lifecycle Marketing • Actionable Insights • News Corp Australia • Blog: gregbeazley.com surfersinadress.com
  4. 4. About You
  5. 5. Why are you here? Your big data is all of the response and activity generated by your digital marketing efforts. The problem is, how do you integrate all of that data in order to make more effective marketing decisions? We look at best practice in marketing automation and how to better nurture leads through the sales funnel. Big Data Marketing Automation Improve the journey throughout the Customer Lifecycle
  6. 6. What is “Big Data”? • Importance of Data • Access to Technology • Visualise & Manipulate • Predict & Automate
  7. 7. What is “Big Data”? • What/who for? • Complete picture? • What is Big Data NOT?
  8. 8. What is Marketing Automation? • An enabler for data-driven marketing • Connecting the dots to Automate (API) • Behavioural data CRM Database Marketing Automation Database Customers & Prospects
  9. 9. What does Marketing Automation do? Landing Pages Forms Data Management Segmentations Measurement Pipeline & Revenue Cookie Tracking SMSPURLs for DM
  10. 10. What is Marketing Automation trying to optimise? • Revenue Cycle Funnel & Customer Lifecycle • Bridging the gap between Marketing & Sales Marketing Sales Marketing Automation Database CRM Database
  11. 11. Customer Lifecycle Management How to take Big Data and use Marketing Automation to make it useful
  12. 12. Traditional Approach • Linear path to purchase • Easy to control • Drop-offs > Re-acquisition ($$$) • Disconnect between Marketing & Sales Acquisition Conversion Conversion Small Conversion % Marketing Spend $ Attract Engage Convert Retain
  13. 13. Permission • Permission to Market cross-channel • Build a relationship • Targeted communications (email, display, social) Acquisition Conversion Conversion Relationship Permission loop Permission Capture
  14. 14. Relationship • Market in a known way (targeted) • Drive to first-time purchase • We know who you are and what you like Acquisition Conversion Conversion Relationship Permission loop Permission Capture Conversion Welcome Abandonment Browsing & Reminders
  15. 15. Repurchase • Buy for a second time • Up Sell & Cross Sell other products • Product life cycle Conversion Transaction e.g. Thank you Repurchase loop Cross Sell Replenishment e.g. prepaid, vitamins
  16. 16. Stickiness • Brand Preference • Competitive Differentiation • Rewarding Loyalty Conversion Service Alerts e.g. flight delays Stickiness loop Ratings & Reviews Referrals
  17. 17. Win Back • Recapture Customers from Defection • Avoid re-starting the cycle Conversion Win Back loop Win Back
  18. 18. Re-permission • Maintaining & recapturing permission across channels Conversion Re-permission loop Relationship Targeted • Targeted Campaigns throughout the lifecycle to increase conversion
  19. 19. Customer Lifecycle • More prescriptive approach • More effectively map campaigns against the lifecycle • Automate customer experience to help generate pipeline & revenue Conversion Re-permission Relationship Win Back Stickiness Re-purchase Acquisition Conversion Conversion Permission Conversion Targeted
  20. 20. Customer Lifecycle Campaign Ideas 1. Engage 2. Educate 3. Convert 4. Excite 5. Renew 6. Reward
  21. 21. 5 Key Takeaways for you to action immediately 1. Understand what your current lead management process is • Workshop with Sales & Marketing • Map out the journey (LucidChart, Visio, etc.) • Identify gaps (why isn’t there a Welcome Email?) • Think of logical campaigns to fill the gaps (what companies do you think offer a good customer experience?)
  22. 22. 5 Key Takeaways for you to action immediately 2. Map out what a future state lead management process should look like 3. Identify the core stages in the Customer Lifecycle 4. Identify what fields and statuses you will need to trigger campaign activity and measure success 5. Assess your business’ CRM & marketing automation requirements and investment
  23. 23. Connect. /in/gregbeazley gregbeazley.com @gregbeazley gregbeazley@gmail.com /surfersinadress
  24. 24. References • Big Data: • Marketing Technology LUMAscape • Gartner Digital Marketing Transit Map • Revenue Cycle Funnel: • Marketo Revenue Cycle Funnel • Customer Lifecycle: • Responsys Customer Lifecycle • Datarati Customer Lifecycle Campaign Ideas

×