Raamp - The analytics game plan short version

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

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  • Data Strategy – Track everythingEnrich – fuse data togetherMeasure – Invest-measure-learn-adjust-go againThe real power of analytics comes from the dissemination of information to many:FrontlineProductMarketingManagement
  • It is a marathon - 1st out of the stadium has never won the marathon
  • It is a marathon - 1st out of the stadium has never won the marathon
  • Raamp - The analytics game plan short version

    1. 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.
    2. 2. | Commercial In Confidence| 2 • 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 Anopenenvironmentfor themarketinganalysts linkedintothedigital commercenetwork Summary – Marketing Analytics Business Uses & Benefits
    3. 3. Page 3| Commercial In Confidence| 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
    4. 4. Page 4| Commercial In Confidence| The analytics game plan - book of plays
    5. 5. Page 5| Commercial In Confidence| 1. Marketing analytics and innovation is a long road 2. Small wins create momentum 3. Unlock your data 4. Any tool 5. Measure everything
    6. 6. Page 6| Commercial In Confidence| 6. Location Location Location Use Spatial Matches Importance of Mobile
    7. 7. Page 7| Commercial In Confidence| 7. Utilise Social 8. Drive Customer Experience – Disseminate actionable insights to business & the frontline 9. Impact marketing ROI 10. Be evangelistic
    8. 8. Page 8| Commercial In Confidence| 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.

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