The rule book for setting up a marketing analytics to drive customer experience

1. The Analytics Game Plan
Ian Roberts
Analytics Motivation
Translate each customer interaction into a story of customer behaviour that can be used to
hone product, sales, marketing and service activities and strategies.

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• Data to trigger communications
• Interactions - story of behaviour
• Improve collaboration and reliability at lower cost
• Inform strategy
• Granular market segmentation
• Capitalise on location
• Enhance Customer Propositions and experience
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Summary – Marketing Analytics Business Uses & Benefits

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Building Customer Experiences
Execution &
Measurement
Dissemination of
Actionable Insights
EnrichmentData Strategy
1.Implement customer
level digital tracking
2.Invest in infrastructure
to support analytics
3.Plan for executing new
business capabilities
4.A complete view of
customer
1.Conform to common
format
2.Cleanse & Match
data to enhance
customer profiles
3.Fuse external data to
enrich profiles
4.Model next best
offer
1.Standardise metrics
2.Invest in marketing
capability
3.Implement
customer lifecycle
comms
4.Know thy customer
- Measure measure
measure
1.Enable the frontline
- disseminate
information & drive
customer
experience
improvements
2.Deliver insights to
management
3.Develop customer
solutions from
insights

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The analytics game plan - book of plays

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1. Marketing analytics and innovation is a long road
2. Small wins create momentum
3. Unlock your data
4. Any tool
5. Measure everything

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6. Location Location Location
Use Spatial Matches Importance of Mobile

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7. Utilise Social
8. Drive Customer Experience – Disseminate actionable insights
to business & the frontline
9. Impact marketing ROI
10. Be evangelistic

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Contact
• Ian Roberts
• Email: ian@raamp.com.au
• Twitter:
Analytics Motivation
Translate each customer interaction into a story of customer behaviour that can be used to
hone product, sales, marketing and service activities and strategies.