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Apps to Insights Playbook

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Use mobile applications to gain an advantage in our data-centric marketing world. The marketing world is full of buzz about using data to inform action. There is so much data out there, but how do you turn it into actionable insights? Apps are a particularly valuable source of data because they record customer interactions in a way that easily translate to actions that will improve the sales and marketing process. But getting the best insights requires structuring your apps in a way that collects data in the right way. The resources on this page give you a blueprint for doing this.

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Apps to Insights Playbook

  1. 1. Big Data Small Data Data Analytics Data Insights Big Data Small Data Data Analytics Data Insights Big Data Small Data Data Analytics Data Insights Big Data Small Data Data Analytics Data Insights Big Data Small As marketers, Insights Big Data we keep Data Data Analytics Data Small Data Data Analytics Datathe hearing about Insights Big Data Small Data Data Analytics Data Insights Big importance of Analytics Data Data Small Data Data data ... Insights Big Data Small Data Data Analytics Data Insights Big Data Small Data Data Analytics Data Insights Big Data Small Data Data Analytics Data Insights Big Data Small
  2. 2. “The opportunity has never been greater for savvy marketers and data analysts to team up and Lisa Arthur untangle the ‘data hairball,’ CMO, Teradata Applications gain insights into behavior, anticipate trends and make their customers’ experiences more relevant and timely.” http://www.briansolis.com/2013/12/5-steps-to-improving-the-customer-experience-with-big-data/ 2
  3. 3. "That which is measured, improves. That which is measured and Karl Pearson Actual source disputed, apocraphally attributed to Karl Pearson and commonly called Pearson’s Law reported, improves exponentially." 3
  4. 4. “Big data will spell the death of customer segmentation and force the marketer to Ginni Rometty understand each CEO, IBM customer as an individual within 18 months or risk being left in the dust.” http://www.slideshare.net/TrueLens/top-10-marketing-big-data-quotes-e-book 4
  5. 5. William Band Vice President, Principal Analyst Forrester “Once relegated to the province of direct mail teams and analysts, customer data and marketing technology are now essential to every marketing function, from strategy to creative development to execution.” http://www.slideshare.net/TrueLens/top-10-marketing-big-data-quotes-e-book 5
  6. 6. How do you not only keep up ... but get ahead? http://flic.kr/p/8iTeLx (keynell4)
  7. 7. 1 Understand that not all data is not created equal
  8. 8. 1 2 Understand that not all data is not created equal Understand that insight, not data, is what really matters
  9. 9. 1 2 3 Understand that not all data is not created equal Understand that insight, not data, is what really matters Combine creativity with technology to make compelling content that engages your target audience
  10. 10. So, you must first define your overall strategy for collecting and analyzing the right data to create insights for your business
  11. 11. overall strategy & the right data (+ creativity)
  12. 12. overall strategy & the right data (+ creativity) Boost ROI
  13. 13. overall strategy & the right data (+ creativity) Boost ROI Beat the Competition
  14. 14. overall strategy & the right data (+ creativity) Boost ROI Beat the Competition Get a Promotion!
  15. 15. Sales Metrics | Social Media | Web Metrics Content Consumption | Content Sharing Lead Generation Metrics | Advertising Surveys | Search Engine Rankings Email Open Rates | Engagement Metrics Keyword Analysis | Mobile Applications There are many sources of data to draw from
  16. 16. Sales Metrics | Social Media | Web Metrics Content Consumption | Content Sharing Lead Generation Metrics | Advertising Surveys | Search Engine Rankings Email Open Rates | Engagement Metrics Keyword Analysis | Mobile Applications Mobile applications (for sales and marketing) can be particularly effective
  17. 17. [when executed correctly] Mobile applications (for sales and marketing) can be particularly effective
  18. 18. How can mobile apps be used to generate data insights, and how can the data be integrated with the rest of your sources?
  19. 19. Before we get to the sevenstep guide, lets clarify exactly what we mean by mobile apps
  20. 20. Mobile Apps for sales and marketing
  21. 21. Mobile Apps for sales and marketing Sales Teams
  22. 22. Mobile Apps for sales and marketing Sales Teams Retail Stores
  23. 23. Mobile Apps for sales and marketing Sales Teams Retail Stores Events
  24. 24. Mobile Apps for sales and marketing Sales Teams Retail Stores Events Consumers
  25. 25. These Apps collect two types of data: 1 2 Content Utilization “App Flight Recorder” Customer Response Forms, Surveys, Media Capture
  26. 26. ... and they excel at collecting customer interaction data in the context of selling or product usage situations
  27. 27. The opportunity exists to create multi-channel apps Sales Teams Retail Stores Events Consumers that integrates data into a single dashboard
  28. 28. Imagine a single view Sales Teams Retail Stores Events Consumers for all your customer interactions
  29. 29. If you use correctly, apps will help you generate critical insights for your business
  30. 30. If you use correctly, apps can help you generate critical insights for your business The rest of this playbook will help show you how (Read on for the seven steps)
  31. 31. Seven steps for turning Apps into Insights: 1 Plan 5 Analyze 2 Design 6 Act 3 Build 7 Evaluate 4 Collect
  32. 32. 1 Plan Determine your marketing goals Use planning template (to be shared during webinar)
  33. 33. 1 Plan Advice: Don’t cut this short. Planning will have a huge impact on improving the insights you ultimately gain
  34. 34. 2 Design Design your app(s), taking your data insights plan into account Follow best practices for integrating customer input into your apps (more on this in webinar)
  35. 35. 2 Design Be creative! Use creative team to design compelling experience that meets business needs Don’t be constrained by technology
  36. 36. 3 Create Create your app, keeping the following in mind: It should be possible to collect data offline, syncing when connected to internet
  37. 37. 3 Create Create your app, keeping the following in mind: Data from all apps should be stored in a central location that makes it easy extract data you want
  38. 38. 3 Create Create your app, keeping the following in mind: Take advantage of native features like location tagging, time, date, and duration
  39. 39. 3 Create Create your app, keeping the following in mind: Create different variations of your app for your different sales channels
  40. 40. 3 Create Create your app, keeping the following in mind: Allow for message customization based on segment, intelligent screen-flow, and personal preferences
  41. 41. 4 Collect Data collection on mobile device should be automatic and easy (but it is also a good idea to train users when possible) Assign a single owner for gathering the collective data
  42. 42. 5 Analyze Audit to understand all information available Collect key metrics defined in planning stage Recognize trends, draw conclusions
  43. 43. 5 Analyze Present to others and get their feedback Look at data different ways to see if you can find hidden insights
  44. 44. 6 Act Insights are only valuable if you act on them Determine actions, owners, timeframes - and hold people accountable
  45. 45. 6 Act Example Actions: Revise messaging that is not working Train sales team Change product positioning
  46. 46. 7 Evaluate It is rare to get get it right the first time Go back to step 1-3 periodically and update app to ensure the most critical insights are generated
  47. 47. That’s it! Wait, how do you combine this with your data from other sources?
  48. 48. That’s it! Wait, how do you combine this with your data from other sources? Your are almost there, but not quite done
  49. 49. No walled gardens
  50. 50. Let your data play together for even greater insights Lead Generation Metrics Social Media Email Open Rates Engagement Metrics Content Consumption Sales Metrics Mobile Applications Web Metrics Keyword Analysis Advertising Surveys Search Engine Rankings h&p://www.flickr.com/photos/iknow-­‐uk/3650501593/
  51. 51. Finally, please remember to talk to you customers (preferably with a tablet in hand)
  52. 52. Learn More Sign up for webinar at http://bit.ly/1k0UIkm Follow the #datainsights hashtag on Twitter Contact Proscape at info@proscape.com

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