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Elevating the Customer Experience: Analytics and the Universal Screen

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Big data and analytics are shedding new light on the customer journey. But as we capture this data, how can we best leverage analytics to create more meaningful and authentic customer experiences?

Anne Ward explains that in the future, online and off-line experiences will be more successfully integrated as organizations begin viewing all devices as a single screen.

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Elevating the Customer Experience: Analytics and the Universal Screen

  1. 1. #NewWay ToEngage The Future Project: Vol. 4 Envisioning the Impact of Big Data & Analytics on Commerce Generating Meaningful Customer Interactions Through Online and Offline Integration Interview with Anne Ward, @annebot CEO at CircleClick Connect with us
  2. 2. 2 | The Future Project: Vol. 4 Envisioning the Impact of Big Data & Analytics on Commerce | #NewWayToEngage Introduction The rise of big data and analytics allows organizations to understand the customer journey like never before. Customers are no longer traveling a single path to purchase. Sophisticated analytics tools are providing greater visibility into understanding all the different places that buyers are entering the marketing funnel. More personalized and relevant offerings can be presented – across multiple channels – allowing buyers to meet their specific purchasing needs, from nearly any device or location. But with customers requiring more engaging, meaningful and consistent brand experiences, across all channels, how can enterprises leverage big data and analytics to deliver these experiences? Anne Ward was recently interviewed to shed light on these challenges and unveil what the coming years hold for the future of commerce. About Anne Ward Anne Ward sees a future where online and offline experiences are more successfully integrated as organizations begin viewing all devices as a single universal screen. Anne Ward is a Futurist, growth hacker and CEO of CircleClick Media. She was an early entrant into the field of search engine optimization and currently specializes in analytics and social media. Anne was named one of Entrepreneur magazine’s 27 Masters of Marketing and PR Every Entrepreneur Can Learn From for 2014. Her list of clients includes Inc. magazine, Apple Computer, Breathometer, DCT, Heroku, Twilio, A&E Interventionist Ken Seeley and Rikki Rockett from Poison. Follow Anne on Twitter @annebot or connect with her on LinkedIn.
  3. 3. 3 | The Future Project: Vol. 4 Envisioning the Impact of Big Data & Analytics on Commerce | #NewWayToEngage Analytics is the only way to understand what customers are looking for, what they need and how long they’re spending on your website. It’s the key to understanding customer acquisition on every level. In regard to gaining the ability to harness qualitative analytics, people talk a lot about big data; however, less is more in this area. It’s the quality — not the quantity — that is most important. I suggest selecting a few key metrics and sticking with them. Because by taking a few items and reporting on those items regularly, you will see more improvement than by just looking at a giant data set that can feel overwhelming. Analytics is the key to understanding customer acquisition on every level. Click to Tweet Uncovering Consistent Metrics How will the introduction of more sophisticated analytics tools change our understanding of the customer journey? And what has been the impact of being able to harness qualitative analytics?
  4. 4. 4 | The Future Project: Vol. 4 Envisioning the Impact of Big Data & Analytics on Commerce | #NewWayToEngage Customizing the experience based on what the user has done prior to visiting your site is very easy with retargeting and other types of advertising. We already see this with Facebook, Twitter and other social media sites, and even the Web as a whole, because when you put information out on the Web, it’s going to get used. Whoever can figure out how to target those customers while combining offline and online experiences in a meaningful way will be the winner. We’ve come to understand a lot of information about online and offline activities with the advent of mobile. We know the location of people and oftentimes what they’re doing — such as walking or traveling. Information is key, and we have all of it; now everybody is trying to figure out what to do with it. One of the most compelling cases for predictive and cognitive analytics on the commerce side is related to the supply chain. Theoretically, retailers should be able to tell if a shipment is late before it’s late. If a supplier tends to be late, then we’ll actually know ahead of time and say, “OK, we should allow for a few extra days.” Capturing this information and pulling it together into one place can be very powerful, giving companies the ability to forecast and plan for delays. Connecting the Insights How do you predict companies will take advantage of personalized marketing efforts in the future with so much customer data available now? And what role will predictive and cognitive analytics play?
  5. 5. 5 | The Future Project: Vol. 4 Envisioning the Impact of Big Data & Analytics on Commerce | #NewWayToEngage When developing a new campaign, consider the “nth screen.” We need to think about mobile phones and desktop computers as well as laptops, tablets, smart TVs and a multitude of other devices. Everything must be considered with the omni-channel experience. If devices are missing, then organizations will suffer because they will create a poor user experience. Usability is also one of the most crucial elements of SEO. If users aren’t staying on the site, they won’t purchase from you. Most companies are truly struggling with mobile, especially with mobile monetization. Organizations that have a lot of people on mobile and make money from advertising aren’t seeing a clear path as to how to produce that revenue from a mobile platform, especially if traffic was previously coming from the Web on traditional browsers from computers. I haven’t observed many companies that nail both mobile and desktop; it tends to be an either/or situation. Organizations should start thinking in terms of one universal screen that is going to resize itself. The “Nth” Screen How can analytics empower an organization to deliver a seamless omni-channel experience? And which channels are organizations struggling with the most? Organizations create poor user experiences when they don’t consider all devices. Click to Tweet
  6. 6. 6 | The Future Project: Vol. 4 Envisioning the Impact of Big Data & Analytics on Commerce | #NewWayToEngage The idea of data talking back to me is attractive, but inherently, I don’t think of the data. I think like a user. It’s important to be an advocate for the user. So when you’re embarking on a marketing program or you’re redoing your website, you really need to think, “Who is the person on the other end of the tube? What do they look like? What are they going to do? How are we going to compel them to take action?” You may have a hunch, but the data is the tool that verifies that hunch, or tells you that you’re wrong. Data shouldn’t have a voice. It needs to stay agnostic so that you can take away from it what you need to in terms of individual campaign or effort. Advocating for the User What if your data talked to you like a trusted business adviser? How would that help your business? It’s important to be an advocate for the user when working on new marketing efforts. Click to Tweet
  7. 7. 7 | The Future Project: Vol. 4 Envisioning the Impact of Big Data & Analytics on Commerce | #NewWayToEngage Moving into the Future It’s exciting to see what other people are doing with their data and their plans for the future. I have my own ideas of what data should be, and what we should do with it. But as experts get together and share what they are doing with their data, there will be many changes in business in the coming years. It’s a good idea for organizations and leaders to start preparing.
  8. 8. 8 | The Future Project: Vol. 4 Envisioning the Impact of Big Data & Analytics on Commerce | #NewWayToEngage IBM Commerce Can Help There is an alarming gap between what brands believe they deliver and what customers actually experience. Eighty-one percent of consumer brands say they have a holistic view of their customers while only 37 percent of consumers believe their favorite retailer understands them. IBM Marketing Cloud helps close the customer experience gap-making it easier to understand and design meaningful customer experiences across applications, devices and time to accelerate today’s results and tomorrow’s ambitions. It powers the delivery of exceptional experiences for customers across the buyer journey by leveraging customer data, providing analytical insights and automating relevant cross-channel interactions. • Quickly design and automate consistent cross-channel experiences • Make better decisions and deepen customer engagement with purpose-built analytics inside • Gain faster time to ROI and increased agility through a cloud-based digital marketing platform that integrates easily with other customer data sources and applications To learn more about IBM Marketing Cloud solutions, go to IBM.com/NewWayToEngage Also, join the conversation on Twitter with Futurists like Anne Ward using #NewWayToEngage
  9. 9. 9 | The Future Project: Vol. 4 Envisioning the Impact of Big Data & Analytics on Commerce | #NewWayToEngage © Copyright IBM Corporation 2016 IBM Route 100 Somers, NY 10589 U.S.A. Produced in the United States of America January 2016 All Rights Reserved IBM, the IBM logo, ibm.com and Social Business are trademarks or registered trademarks of International Business Machines Corporation in the United States, other countries, or both. If these and other IBM trademarked terms are marked on their first occurrence in this information with a trademark symbol (® or ™), these symbols indicate U.S. registered or common law trademarks owned by IBM at the time this information was published. Such trademarks may also be registered or common law trademarks in other countries. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml. Other company, product and service names may be trademarks or service marks of others. References in this publication to IBM products and services do not imply that IBM intends to make them available in all countries in which IBM operates.

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