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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 Automation
specialists

• Data-driven Customer
Lifecycle Marketing

• Actionable Insights

• News Corp Australia

• Blog: gregbeazley.com
surfersinadress.com
About You
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
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)

• Behavioural data
CRM
Database
Marketing Automation
Database
Customers & Prospects
What does Marketing Automation do?
Landing Pages
Forms
Data Management
Segmentations
Measurement Pipeline & Revenue
Cookie Tracking
SMSPURLs for DM
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
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 Marketing
& Sales
Acquisition Conversion
Conversion
Small Conversion
%
Marketing Spend
$
Attract
Engage
Convert
Retain
Permission
• Permission to Market cross-channel

• Build a relationship

• Targeted communications (email,
display, social)
Acquisition Conversion
Conversion
Relationship
Permission loop
Permission
Capture
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
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
Stickiness
• Brand Preference

• Competitive Differentiation

• Rewarding Loyalty
Conversion
Service Alerts
e.g. flight delays
Stickiness loop
Ratings & Reviews
Referrals
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
• Targeted Campaigns throughout
the lifecycle to increase conversion
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
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 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?)
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
Connect.
/in/gregbeazley
gregbeazley.com
@gregbeazley
gregbeazley@gmail.com
/surfersinadress
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

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

  • 1. Demystifying Big Data & Marketing Automation A Guide to Defining a Customer Lifecycle Strategy gregbeazley.com
  • 2. About Me Surfers In A Dress
  • 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
  • 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. What is “Big Data”? • Importance of Data • Access to Technology • Visualise & Manipulate • Predict & Automate
  • 7. What is “Big Data”? • What/who for? • Complete picture? • What is Big Data NOT?
  • 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. What does Marketing Automation do? Landing Pages Forms Data Management Segmentations Measurement Pipeline & Revenue Cookie Tracking SMSPURLs for DM
  • 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. Customer Lifecycle Management How to take Big Data and use Marketing Automation to make it useful
  • 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. Permission • Permission to Market cross-channel • Build a relationship • Targeted communications (email, display, social) Acquisition Conversion Conversion Relationship Permission loop Permission Capture
  • 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. 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. Stickiness • Brand Preference • Competitive Differentiation • Rewarding Loyalty Conversion Service Alerts e.g. flight delays Stickiness loop Ratings & Reviews Referrals
  • 17. Win Back • Recapture Customers from Defection • Avoid re-starting the cycle Conversion Win Back loop Win Back
  • 18. Re-permission • Maintaining & recapturing permission across channels Conversion Re-permission loop Relationship Targeted • Targeted Campaigns throughout the lifecycle to increase conversion
  • 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. Customer Lifecycle Campaign Ideas 1. Engage 2. Educate 3. Convert 4. Excite 5. Renew 6. Reward
  • 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. 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
  • 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