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Christopher Penn - Build a Data-Driven Customer Journey

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Do you understand the path your customers take toward conversion? Would you know if your customer journey is out of sync with your marketing operations? In this session, you'll learn what the best practice customer journey is for your industry, how to find your specific customers' desired path to conversion, and what next steps to take to optimize your marketing for maximum ROI.

Published in: Marketing
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Christopher Penn - Build a Data-Driven Customer Journey

  1. 1. #INBOUND16 BUILD A DATA-DRIVEN CUSTOMER JOURNEY Christopher S. Penn @cspenn | cspenn.com @shiftcomm | shiftcomm.com
  2. 2. #INBOUND16 Build a Data-Driven Customer Journey 2 @shiftcomm @cspenn Shiftcomm.com Cspenn.com
  3. 3. #INBOUND16 The Good Old Days of Marketing
  4. 4. #INBOUND16
  5. 5. #INBOUND16
  6. 6. #INBOUND16 The Problem
  7. 7. #INBOUND16
  8. 8. #INBOUND16 On target to 72.9 million in 2016
  9. 9. #INBOUND16
  10. 10. #INBOUND16
  11. 11. #INBOUND16
  12. 12. #INBOUND16 Kristian Bjornard “Dark Social”
  13. 13. #INBOUND16 We can’t win by volume.
  14. 14. #INBOUND16 The Impact
  15. 15. #INBOUND16
  16. 16. #INBOUND16 Clients cutting back on training, sales employees, overhead – and agencies are overhead
  17. 17. #INBOUND16
  18. 18. #INBOUND16
  19. 19. #INBOUND16 Unfocused Marketing
  20. 20. #INBOUND16 Staff Burnout
  21. 21. #INBOUND16 3 Solutions
  22. 22. #INBOUND16 Become Data-Driven. Understand the journey. Understand the tech. Value your goals.
  23. 23. #INBOUND16 Become Data-Driven. Understand the journey. Understand the tech. Value your goals.
  24. 24. #INBOUND16 Make decisions with data first
  25. 25. #INBOUND16 Which direction to go from Reno to San Diego?
  26. 26. #INBOUND16 A Data-Driven Example
  27. 27. #INBOUND16 This is your company driven by intuition
  28. 28. #INBOUND16 This is your company driven by data
  29. 29. #INBOUND16 Data- Resistant • Organization actively resists data Data-Aware • Organization is data-curious • Data stage Data-Guided • Organization begins to use data in production • Analysis stage Data-Savvy • Organization uses data in most production processes • Insight stage Data-Driven • Organization becomes data- first • Strategic stage Your Journey to the Data-Driven Company Copyright © 2016 SHIFT Communications | @shiftcomm | shiftcomm.com
  30. 30. #INBOUND16 Understand how data works.
  31. 31. #INBOUND16 Become Data-Driven. Understand the journey. Understand the tech. Value your goals.
  32. 32. #INBOUND16
  33. 33. #INBOUND16
  34. 34. #INBOUND16
  35. 35. #INBOUND16
  36. 36. #INBOUND16 Funnels are for marketers at the expense of customers. Journeys are for customers at the expense of marketers.
  37. 37. #INBOUND16Source: McKinsey
  38. 38. #INBOUND16 Awareness Consideratio n Evaluation Purchase Ownership Evangelism Loyalty The Customer Experience: Buyer’s Journey Owner’s Journey @cspenn cspenn.com
  39. 39. #INBOUND16 Become Data-Driven. Understand the journey. Understand the tech. Value your goals.
  40. 40. #INBOUND16 WHAT ARE WE EVEN LOOKING AT?
  41. 41. #INBOUND16 WHAT ARE WE EVEN LOOKING AT?
  42. 42. #INBOUND16 TOOLS ARE NOT FIRST
  43. 43. #INBOUND16 Awareness Consideratio n Evaluation Purchase Ownership Evangelism Loyalty Map Tools to The Customer Experience: Buyer’s Journey Owner’s Journey @cspenn cspenn.com
  44. 44. #INBOUND16 Strategy • Why People • Who Process • What Technology • How Execution • When Measurement • Did it work? Proper Order of MarTech Stack Deployment
  45. 45. #INBOUND16 Google Tag Manager Google Analytics Google Optimize Google Data Studio Google AdWords Google Sheets BigQuery / Cloud SQL / MySQL The Google Analytics™ Ecosystem Copyright © 2016 Christopher S. Penn | @cspenn | christopherspenn.com All terms and product names are copyrighted to Google or respective entities.
  46. 46. #INBOUND16 Become Data-Driven. Understand the journey. Understand the tech. Value your goals.
  47. 47. #INBOUND16 CLTV – CAC =NCV
  48. 48. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV
  49. 49. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV NCV x SCR = NDV
  50. 50. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV NCV x SCR = NDV $90,000 x 0.25 = $22,500 = NDV
  51. 51. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV NCV x SCR = NDV $90,000 x 0.25 = $22,500 = NDV NDV x DCR = SQLV
  52. 52. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV NCV x SCR = NDV $90,000 x 0.25 = $22,500 = NDV NDV x DCR = SQLV $22,500 x 0.75 = $16,875 = SQLV
  53. 53. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV NCV x SCR = NDV $90,000 x 0.25 = $22,500 = NDV NDV x DCR = SQLV $22,500 x 0.75 = $16,875 = SQLV SQLV x QR = MQLV
  54. 54. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV NCV x SCR = NDV $90,000 x 0.25 = $22,500 = NDV NDV x DCR = SQLV $22,500 x 0.75 = $16,875 = SQLV SQLV x QR = MQLV $16,875 x 0.25 = $4,219 = MQLV
  55. 55. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV NCV x SCR = NDV $90,000 x 0.25 = $22,500 = NDV NDV x DCR = SQLV $22,500 x 0.75 = $16,875 = SQLV SQLV x QR = MQLV $16,875 x 0.25 = $4,219 = MQLV MQLV x PQR = PV
  56. 56. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV NCV x SCR = NDV $90,000 x 0.25 = $22,500 = NDV NDV x DCR = SQLV $22,500 x 0.75 = $16,875 = SQLV SQLV x QR = MQLV $16,875 x 0.25 = $4,219 = MQLV MQLV x PQR = PV $4,219 x 0.01 = $42 = PV
  57. 57. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV NCV x SCR = NDV $90,000 x 0.25 = $22,500 = NDV NDV x DCR = SQLV $22,500 x 0.75 = $16,875 = SQLV SQLV x QR = MQLV $16,875 x 0.25 = $4,219 = MQLV MQLV x PQR = PV $4,219 x 0.01 = $42 = PV
  58. 58. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV NCV x SCR = NDV $90,000 x 0.25 = $22,500 = NDV NDV x DCR = SQLV $22,500 x 0.75 = $16,875 = SQLV SQLV x QR = MQLV $16,875 x 0.25 = $4,219 = MQLV MQLV x PQR = PV $4,219 x 0.01 = $42 = PV
  59. 59. #INBOUND16 Become Data-Driven. Understand the journey. Understand the tech. Value your goals.
  60. 60. #INBOUND16 Build a Data-Driven Buyer's Journey 60
  61. 61. #INBOUND1661 Build a Data-Driven Buyer's Journey
  62. 62. #INBOUND1662 Build a Data-Driven Buyer's Journey
  63. 63. #INBOUND1663 Build a Data-Driven Buyer's Journey
  64. 64. #INBOUND1664 Build a Data-Driven Buyer's Journey
  65. 65. #INBOUND1665 Build a Data-Driven Buyer's Journey
  66. 66. #INBOUND1666 Build a Data-Driven Buyer's Journey
  67. 67. #INBOUND16 Build a Data-Driven Buyer's Journey
  68. 68. #INBOUND16 How to get to the future
  69. 69. #INBOUND16 Become Data-Driven. Understand the journey. Understand the tech. Value your goals.
  70. 70. #INBOUND16 Developers
  71. 71. #INBOUND16 Data Scientists
  72. 72. #INBOUND16 Marketing Technologists
  73. 73. #INBOUND16
  74. 74. #INBOUND16 For a complete writeup of the customer journey process as a free eBook, visit: WhereCanIGetTheSlides.com Now would be a great time to take a picture with your phone.
  75. 75. #INBOUND16 Build a Data-Driven Customer Journey 75 @shiftcomm @cspenn Shiftcomm.com Cspenn.com

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