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Amplify Your Brand Experience With Intelligent Operations and Analytics

First touch/last touch attribution models don't have the insights needed to help you refine brand experience. If you want to operate efficiently, pull your growth levers and push retention drivers, you need intelligent operations and analytics.

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Amplify Your Brand Experience With Intelligent Operations and Analytics

  1. 1. Amplify Your Brand Experience With Intelligent Operations and Analytics
  2. 2. Customer journey analytics might be a top priority for many organizations today — and for good reason. These analytics tell a strong story about your buyer. But, brand experience requires more. It demands that organizations to dive deeper, getting more granular about what’s happening internally and externally at each step of the path-to- purchase and path-to-retention. Brand Experience is More Than Customer Journey Analytics. BLANK CIMDepartments Opportunities Experience Mapping Customer Insights Map Saying Feeling Thinking Assets Platforms
  3. 3. Something as deep as brand experience requires you have the right arrows in your quiver to feed an intelligent operation and give you a clearer insight into what’s needed to grow your business and drive retention. Many Elements Fuel Brand Experience. BX Framework Core BX Empathy Mapping Core BX Empathy Mapping Transformative Alignment of the 3 Ps Agile Methodology Advanced Data/Analytics Loops Powerful Decision Matrices Agile Tech Stack Human-Centered Design Insightful Dimension Scoring
  4. 4. The 3 Ps Before you can start making changes to your brand experience, you have to know where things stand now within your organization. A gap analysis looks at three core areas — people, platforms and processes (the 3 Ps) — to identify limitations, opportunities and uncover where you are versus where you want to be. Identifying Gaps in Your Brand Experience. Current State vs. Future StateLimitations & Opportunities WHERE ARE WE NOW HOW DO WE GET THERE WHERE DO WE WANT TO BE
  5. 5. Once you identify the chasm between where you are and where you realistically want to be, you’re able to start visualizing the direction you need to go, the financial impact it could have and the timeline in which you’ll get there. Analyzing Current State vs. Future State. Future State If we keep doing what we’re doing, what is our projected growth rate over the next six months? What is the realistic outcome in six months if we make strategic changes? Current State
  6. 6. As you adjust how you manage employees and customers in today’s fast-paced environment, having a brand experience framework, like StoryVesting, in your back pocket is vital. The Brand Experience Framework. Business Experience Framework (Internal Vesting) Customer Experience Framework (Path-to-Purchase) Business Model Business Story Experience Channels Products and Services The 3 Ps Emotional Triggers (Past, Present, Future) Logical Triggers (Past, Present, Future) Emotional Trigger (Past, Present, Future)
  7. 7. Brand experience isn’t a synonym for customer experience. Instead, it’s the fusion of employee experience and customer experience in one. When done correctly, employee experience is a multiplier of customer experience, which leads to an exponentially higher brand experience score via intelligent operations, sequential data loops and empathy-centric designs. A Formula for Brand Experience. Employee Experience Customer Experience Brand Experience Manual Processes One-Off Documentation Laborious Training Intelligent Operations Automation Sequential Loops Empathy-Centric Design Journey Analytics +More
  8. 8. A Funnel for Growth and Retention. LIFETIME VALUE MACHINE LEARNING MODEL Today’s customers and workforce are inundated with options. To avoid the high cost of turnover, continual nurturing of buyers and employees is non-negotiable. Looking at brand experience through the lens of both growth and retention can help solve really difficult problems and avoid the risks associated with pursuing one-off initiatives, like redesigning a landing page or logo.
  9. 9. Finding Your Starting Point. A decision prioritization matrix can help whittle down options. Mapping those options out lets you quickly visualize the opportunities which are the lowest hanging fruit. Once an initiative is decided upon, you can then take those ideas and enter them into a task management program to put the wheels in motion. Complex Higher Business Impact Simple Quick Wins Lower Business Impact
  10. 10. With your priorities in place, you’re able to make strategic decisions about which initiatives to go after first. Once those decisions are made, you are equipped to start building a roadmap to get you from your current state to your desired future state. This high-level roadmap can be broken down into smaller tasks and put into a task-management program to get your team on Arriving at a Brand Experience Roadmap.
  11. 11. Excellence boils down to your ability to build operational efficiency through your 3 Ps, pull on the optimal growth levers and drive retention in the right direction. The Core Tenets of Experiential Strategy. ROAS ROI LTV:CAC CAC LTV CCR CSAT ESAT IRR ROI ROA
  12. 12. Backing up assumptions and using data to tell a stronger story can keep you on course to operational efficiency, growth and retention. Analyzing the market requires both human intelligence and insights from data to get the most accurate view of where opportunities exist. Leveraging Data to Tell a Story. Most Important Business Drivers of Success. Passionate Most Important/Valuable Traits. Dependable Collaborator Strong Work Ethic Positive Environment Motivated Specialized Knowledge Intelligence Notable Mentions
  13. 13. How MassMutual Used Data to Help Prevent Fraud. MassMutual sought to prevent fraud, by restructuring their organization to encourage collaboration between data scientists and line managers. As data scientists better understood which insights would prove most valuable they were better able to cull data and tell a stronger story that would help put fraud-prevention strategies in place — an effort that contributed to their growth. Whole Life Sales 2012-2017 Growth Rate MassMutual grew over 12% faster than The industry average for life insurance. 17.54% MassMutual
  14. 14. How MassMutual Used Data to Help Prevent Fraud. #1 in Whole Life Insurance sales in 2018. Increased Whole Life Insurance sales by over $20 million in 2018, yielding the 12th consecutive year of Record breaking sales. In 2014, MassMutual implemented a real-time fraud detection strategy between data scientists and line managers and launched a Data Science Development Program in partnership with five colleges in Western Massachusetts to help skill up the future workforce in using data to tell stories. US Insurance Sales
  15. 15. RocketSource often uses data to tell stories via the Xperience blog. By using data-driven imagery, we’re able to reinforce powerful concepts that are often difficult to grasp. When you tell a story using data visualization, the takeaways become easier to digest and implement. How RocketSource Uses Data to Tell Stories.
  16. 16. When you’re deciding where to spend your money, having a detailed look into what’s happening at various paths-to-purchase or paths-to-retention can help you make smarter decisions. Identifying purchase and behavioral patterns allows you to see which paths are more likely to fuel your end goals. Intelligent Decisions Via Pattern Recognition. SOCIAL WEB MOBILE SOCIAL E-SHOP PURCHASE PURCHASENEWSLETTER WEBSOCIAL E-SHOPEMAIL
  17. 17. Human-Centered Design. Human-Centered Design is all about looking holistically at the end user to gain a deeper understanding of how the product fits into their daily lives. This 360-degree view guides and grounds initiatives in empathy as well as data. Employee Experience (EX) The Brand Story Business Model 3 Ps Products & Services Channels Experience Emotional Triggers (Past, Present, Future) Logical Triggers (Past, Present, Future) Emotional Triggers (Past, Present, Future) Customer Experience (CX) Limbic System “I can see a better version of myself with this product.” AN EXAMPLE IN ACTION At this stage, there is an emotional catalyst that captures the attention of your customers and brings them into your brand. It’s here the limbic system fires up, sparking a strong feeling in your customer, driving the decision to start looking for something new. Emotional Triggers
  18. 18. The concept behind empathy mapping is good, but excellence is in closer reach as you add analytics into the mix. An Intelligent Empathy Mapping Exercise. EMPLOYEE CUSTOMER EMPLOYEE CUSTOMER
  19. 19. What Human-Centered Design Looks Like. In building our own product, Platstack, we engaged in Human-Centered Design by running extensive user testing, culling the data and identifying patterns. Through this analysis, we were able to uncover the drivers behind user behaviors and redesign the program to increase the stickiness of the product.
  20. 20. There is a massive difference between cobbling pieces of code together and building a program that’s experiential. The architecture you use and how you optimize the frameworks has a direct impact on what your team and end user experiences. It’s this type of sophistication that creates sticky experiences. Sophisticated Software Development. Rusty Code Monolithic Architecture Microservice Architecture INEFFICIENT BASIC LUXURY
  21. 21. The brand experience impact analysis is an excellent starting point for most organizations because it allows for a 40,000 foot view letting you quickly see where and how to operationalize each stage of your brand experience initiative. It’s this approach that lets quickly see where to start closing the holes found in the initial gap analysis and how to build upon your brand experience. Bringing It All Together. Scale Growth Start Mature
  22. 22. Learn more at