The foundation of any strong relationship is ongoing trust and good communication, including the connection between corporations and consumers. When companies focus on customer relationships, their goal must be mutually beneficial: satisfied clients who are happy to keep doing business with the brand. This win-win scenario only happens when they join forces.
Consumers are invited by the company to opt-in to share their location, preferences, suggestions, experiences, and behaviors. Through this data collection, marketers can deliver value back to the customer, such as through rewards, targeted offers, relevant advertisements, and product and service improvements. Just as strong relationships with family and friends take an ongoing commitment, brand-consumer relationships also require a constant nurturing process.
How can brands work with their customers to form long-lasting, mutually beneficial, and deeper relationships? Join our panel of experts and us on a live webinar as we discuss:
· The importance of inviting consumers to share from the start
· Gathering and managing customer data on an individual level
· Progressing successfully through the stages of brand-consumer intimacy
· Creating key performance indicators (KPIs) around consumers
· Maintaining consumer loyalty in the crowded marketplace
· Consumer data protection that suits both company and customer
Jill Kaplan - Customer Analytics and Marketing to Drive DemandJulia Grosman
This document discusses using small customer data to gain insights and build relationships. It recommends gathering necessary customer information, applying AI to expand profiles, enriching data with firmographics, and focusing campaigns on key metrics like customer lifetime value. Case studies show how small data can drive conversion, loyalty, and advocacy by identifying high-value customers. The roadmap involves understanding data needs, enriching profiles, and aligning sales and marketing around metrics to build a strategic customer database and revenue campaigns.
Elevating customer analytics - how to gain a 720 degree view of your customerActian Corporation
big data creates significant opportunities for marketers. Using big data analytics tools, marketers can improve decision making, deliver better value for their marketing spend, create truly personalized customer experiences, and understand their audience at the level of each individual consumer.
The document discusses how marketing analytics can drive growth. It explores how analytics can impact customers positively by improving their experiences, generate incremental revenue for enterprises, and whether adopting analytics is the right choice organizationally. Key topics covered include using customer data for retention, predictive modeling, testing hypotheses, and balancing various metrics like revenue, costs, and customer satisfaction when evaluating analytics solutions.
Customer and marketing analytics: Integrating multichannel data to gain actio...Mindtree Ltd.
Understanding consumers is the key to long term engagement, loyalty and profitability. The increasing number of channels that consumers can interact with makes available an explosion of data for deriving customer insights and effective marketing. The integration of this multichannel data has become increasingly complex, leaving many marketers overwhelmed and unable to derive meaningful insights.
steps included in the analytics process
why marketing analysis.
advantages of marketing analytics
the framework of marketing analytics
future of marketing analytics,
how analytics helped amazon small case study.
Why, What, and of How Marketing MeasurementKathy Herrmann
This document discusses the why, what, and how of marketing measurement. It explains that proactive measurement leads to insights that assess campaign value and focus, benchmark performance, gauge market trends, and evaluate audiences. These insights allow optimal alignment of marketing with strategic goals. Measurement is the starting point for gaining insights that drive better business decisions and marketing effectiveness. The document provides guidance on establishing best practices, determining supporting technology, defining measurement plans for campaigns, and determining a measurement framework. It also discusses challenges like information hoarding and how to address them.
Accelerating Customer Insights & enhancing Business impactAjay Kelkar
How do you convert data into insight and then use that to drive business impact. Here are some lessons from my experience in HDFC bank and also as an entrepreneur at Cequity
Sales Operations can play a significant role in enabling transformation and driving sales productivity improvement. In particular, Sales Operations leaders can harness the power of advanced analytics capabilities to drive continuous improvement. This is an edited version of the presentation McKinsey's Brian Selby made at Dreamforce 2016.
Jill Kaplan - Customer Analytics and Marketing to Drive DemandJulia Grosman
This document discusses using small customer data to gain insights and build relationships. It recommends gathering necessary customer information, applying AI to expand profiles, enriching data with firmographics, and focusing campaigns on key metrics like customer lifetime value. Case studies show how small data can drive conversion, loyalty, and advocacy by identifying high-value customers. The roadmap involves understanding data needs, enriching profiles, and aligning sales and marketing around metrics to build a strategic customer database and revenue campaigns.
Elevating customer analytics - how to gain a 720 degree view of your customerActian Corporation
big data creates significant opportunities for marketers. Using big data analytics tools, marketers can improve decision making, deliver better value for their marketing spend, create truly personalized customer experiences, and understand their audience at the level of each individual consumer.
The document discusses how marketing analytics can drive growth. It explores how analytics can impact customers positively by improving their experiences, generate incremental revenue for enterprises, and whether adopting analytics is the right choice organizationally. Key topics covered include using customer data for retention, predictive modeling, testing hypotheses, and balancing various metrics like revenue, costs, and customer satisfaction when evaluating analytics solutions.
Customer and marketing analytics: Integrating multichannel data to gain actio...Mindtree Ltd.
Understanding consumers is the key to long term engagement, loyalty and profitability. The increasing number of channels that consumers can interact with makes available an explosion of data for deriving customer insights and effective marketing. The integration of this multichannel data has become increasingly complex, leaving many marketers overwhelmed and unable to derive meaningful insights.
steps included in the analytics process
why marketing analysis.
advantages of marketing analytics
the framework of marketing analytics
future of marketing analytics,
how analytics helped amazon small case study.
Why, What, and of How Marketing MeasurementKathy Herrmann
This document discusses the why, what, and how of marketing measurement. It explains that proactive measurement leads to insights that assess campaign value and focus, benchmark performance, gauge market trends, and evaluate audiences. These insights allow optimal alignment of marketing with strategic goals. Measurement is the starting point for gaining insights that drive better business decisions and marketing effectiveness. The document provides guidance on establishing best practices, determining supporting technology, defining measurement plans for campaigns, and determining a measurement framework. It also discusses challenges like information hoarding and how to address them.
Accelerating Customer Insights & enhancing Business impactAjay Kelkar
How do you convert data into insight and then use that to drive business impact. Here are some lessons from my experience in HDFC bank and also as an entrepreneur at Cequity
Sales Operations can play a significant role in enabling transformation and driving sales productivity improvement. In particular, Sales Operations leaders can harness the power of advanced analytics capabilities to drive continuous improvement. This is an edited version of the presentation McKinsey's Brian Selby made at Dreamforce 2016.
Mark Jeffery keynote at MassTLC marketing analytics summitMassTLC
The document discusses leveraging data analytics for improved marketing performance. It outlines 15 essential marketing metrics and provides examples of how segmentation and targeted campaigns increased sales by $215 million at a large retailer. Specifically, splitting customers into 25 segments and customizing mailers led to a 1% increase in store trips, 5% higher average purchase amount, and 2% margin gain. The analytics approach allowed for 5x returns according to the research presented.
First Rule of Marketing Analytics: Forget the Customer - Digital Summit Phoenixmbedner
The customer decision journey is no longer linear – the method for measuring it shouldn’t be either. This session will challenge marketers to understand customer acquisition differently, how to construct a marketing measurement funnel, and how to demonstrate holistic results that drive performance and optimization.
John Glinski - The B2B Analytics Engine: How Vanguard is Measuring Marketing...Julia Grosman
This document presents a visit score recipe developed by John Glinski at Vanguard to measure the success and ROI of a company's B2B web experience. It describes developing an engagement score by tracking key metrics like logins, tool usage, article views, and lead forms to quantify user engagement. The steps include determining key actions and success goals with stakeholders, mapping out the logic, implementing tracking in Adobe, analyzing results, and sharing recommendations. Examples of implementation for different departments like marketing, sales, IT are provided. The process is meant to test solutions, improve based on data, and continuously measure progress.
This document describes building a custom attribution model to more accurately measure the impact of multi-channel marketing efforts. It outlines problems with traditional last-click attribution models and describes building a custom model that assigns credit to first sessions, last sessions, and all other sessions based on pageviews and time to purchase. Applying this model to an omnichannel retailer increased ROI of PPC advertising by 17% and identified 2.4 times more profitable keywords.
Everything you want to know about sales growth but are afraid to askMcKinseyandCompany
The document summarizes key points from the #DF16 #SalesSummit conference. It discusses how digital is changing how customers research and buy, with rising expectations of personalized experiences across multiple channels. It also outlines how using digital strategies can help B2B companies grow their customer base, increase retention, reduce costs, scale offerings faster, and prevent disruption. Specific strategies highlighted include leveraging analytics, artificial intelligence, smart partner portals, and predictive capabilities. The document also notes that fast-growing companies invest more in sales training and developing the right skills and talents.
The document provides an overview of marketing analytics, including defining marketing analytics, key elements and capabilities, impact, and getting started with analytics. Some key points:
- Marketing analytics is the process of identifying valid performance metrics, tracking them over time, and using the results to improve marketing. The goal is to measure progress toward objectives.
- Key elements include people, steps, tools/technology, inputs and outputs. Capabilities include understanding performance and reporting it externally.
- Impacts can include optimizing brand recognition, content, channels, customer understanding, and predictive intelligence.
- Getting started involves assessing readiness, reviewing objectives, and establishing metrics like website, social media, email, and digital advertising metrics.
A day in the life of a modern seller webinarDemandbase
B2B selling is just plain harder today. So how do you break through the noise and differentiate yourself?
Modern B2B buyers want to be treated as partners, not targets. Effective sellers need to be informed sellers. Knowledge is the currency of sellers today. Watch this on-demand webinar to learn how you can sell smarter, close faster and crush your sales quota.
This document discusses how analytics can be used across different functions in retail organizations like marketing, merchandising, finance, and operations. It provides examples of typical retail data structures and metrics used. It emphasizes building knowledge through deep data analysis and insights to make better business decisions. Key points covered include measuring the impact of marketing programs, examples of analytics dos and don'ts, and questions to ask when evaluating programs like CRM.
Taking an Analytical Approach to Sales AccelerationDun & Bradstreet
Taking a statistical approach to determining the right mix of qualifying criteria removes the guess work, delivers higher conversion rates and increased revenue. With the right business analytics tools, your marketing and sales teams will accelerate pipeline with meaningful insights. Waste less time on unlikely prospects with target market analysis and customer analysis.
Watch this SlideShare to understand how impactful our predictive sales analytics can be for sales and marketing alignment and customer acquisition.
Susan Cordts, President/CEO of Adaptive Technologies, Inc. (ATi) provided this presentation to attendees of the American Marketing Association Phoenix meeting on August 27, 2008. The presentation details analytics, customer values and how to target the right customer, at the right time, with the right message and media.
Data Driven Customer Engagement: Workflow and Feedback SystemsBarry Magee
This document discusses making sales and marketing more data-driven. It notes that traditionally conversion rates are around 2-3% but increasing data capture and feedback allows for higher rates. Edison is introduced as a system that uses AI to integrate data sources and customer feedback to help salespeople make better decisions. It captures 1.3 billion datapoints from various sources to provide a single view of customers and territories. Edison's market feedback system helps identify what is and isn't working for winning deals. This integrated approach including short sprints of activity allows for quicker adjustments and has achieved lead conversion rates up to 18% compared to the industry baseline of 3%.
Soulful Analytics: Embracing gut instincts as part of the modeling, PointsInnovation Enterprise
The document discusses how analytics is evolving to embrace gut instinct and business expertise through a concept called "Soulful Analytics". It advocates defining clear business goals to guide modeling and ensuring business validation of results to build confidence and buy-in. The document also provides an example of how Points, a loyalty platform company, partners with business experts to develop predictive models focused on achieving specific goals like increasing transaction volumes.
Utilizing Big Data to Optimize Customer Value Management StrategiescVidya Networks
How can big data help us look differently at our customer base? A presentation by Elan Rosenberg, Business Development Director, Marketing Analytics at cVidya
Big data analytics can unlock significant potential for retailers to increase operating margins by more than 60% according to a McKinsey report. The document discusses how big data analytics can be applied across customer experience, marketing, merchandizing, and supply chain functions to enhance customer sentiment analysis, optimize product placement and layouts, improve promotional strategies, enable personalized offers, and optimize inventory and warehouse operations. Contact information is provided to discuss business analytics solutions.
At this webinar, Stephan Sorger, Vice-President of On Demand Advisors and Author of the book, "Marketing Analytics: Strategic Models and Metrics" discussed:
• Trends driving Marketing Analytics adoption
• Important advantages and facets of Marketing Analytics
• Marketing Analytics models vs metrics
• Essential tips on how best to allocate your marketing budget and provide a high ROI
• Promotional metrics for traditional and Social Media
Marketing Operations Summary Metrics By ChannelAdam "AB" Bloom
The document discusses different types of marketing programs and the metrics they result in. It provides data on programs like direct marketing, executive events, seminars, ads and their associated opportunity number, yield, cost per opportunity and total and guaranteed return. The metrics defined include opportunity yield, cost per opportunity, total potential return and guaranteed return which are calculated based on opportunities generated, closed or in pipeline from each program type and their associated budgets and revenues.
Breakthroughs In Increasing Retention And LTV By Engaging Customers At 7 Crit...G3 Communications
Learn how global human capital powerhouse Mercer strategically engages at every step of the customer lifecycle, sharing critical insights, data and services to enable 24,000 clients worldwide to create a workforce for the future. Mercer’s Global Chief Marketing Officer, Jeanniey Mullen, will be joined by DMA Hall of Famer, Ernan Roman, President, ERDM Corp.
Roman will share findings from VoC research his firm conducted for brands such as IBM, MassMutual and Microsoft, which identified seven essential points in the customer lifecycle where B2B decision makers expect personalized value and support from trusted service providers.
Understanding branding ROI is essential for small to medium-sized service-based business owners and personal brands looking to maximize their marketing investment. With the ever-changing digital marketing environment, it is essential to assess how your branding efforts are driving returns.
This post looks at the significance of having a strong brand in developing consumer preference and long-term commitment. We’ll discuss various valuation tools that can help you measure your branding ROI accurately by understanding key factors that contribute to your brand’s worth.
Download our FREE EBOOK to help you decide if now is the time to bring in the big guns (an agency) or roll up your sleeves and DIY for a bit longer: https://bit.ly/3N6CW0i
Online Test, Target and Measurement
The pressure to deliver results and show ROI for all marketing spend is further complicated by market pace changes and economic climate. Learn how to find the optimal mix of ideas, and do it faster to increase ROI on marketing spend and provide relevant content and interactions to target audiences through the different channels including web, email, and mail.
* Nancy Shaver, Consulting Principal, Experian Marketing Services
Mark Jeffery keynote at MassTLC marketing analytics summitMassTLC
The document discusses leveraging data analytics for improved marketing performance. It outlines 15 essential marketing metrics and provides examples of how segmentation and targeted campaigns increased sales by $215 million at a large retailer. Specifically, splitting customers into 25 segments and customizing mailers led to a 1% increase in store trips, 5% higher average purchase amount, and 2% margin gain. The analytics approach allowed for 5x returns according to the research presented.
First Rule of Marketing Analytics: Forget the Customer - Digital Summit Phoenixmbedner
The customer decision journey is no longer linear – the method for measuring it shouldn’t be either. This session will challenge marketers to understand customer acquisition differently, how to construct a marketing measurement funnel, and how to demonstrate holistic results that drive performance and optimization.
John Glinski - The B2B Analytics Engine: How Vanguard is Measuring Marketing...Julia Grosman
This document presents a visit score recipe developed by John Glinski at Vanguard to measure the success and ROI of a company's B2B web experience. It describes developing an engagement score by tracking key metrics like logins, tool usage, article views, and lead forms to quantify user engagement. The steps include determining key actions and success goals with stakeholders, mapping out the logic, implementing tracking in Adobe, analyzing results, and sharing recommendations. Examples of implementation for different departments like marketing, sales, IT are provided. The process is meant to test solutions, improve based on data, and continuously measure progress.
This document describes building a custom attribution model to more accurately measure the impact of multi-channel marketing efforts. It outlines problems with traditional last-click attribution models and describes building a custom model that assigns credit to first sessions, last sessions, and all other sessions based on pageviews and time to purchase. Applying this model to an omnichannel retailer increased ROI of PPC advertising by 17% and identified 2.4 times more profitable keywords.
Everything you want to know about sales growth but are afraid to askMcKinseyandCompany
The document summarizes key points from the #DF16 #SalesSummit conference. It discusses how digital is changing how customers research and buy, with rising expectations of personalized experiences across multiple channels. It also outlines how using digital strategies can help B2B companies grow their customer base, increase retention, reduce costs, scale offerings faster, and prevent disruption. Specific strategies highlighted include leveraging analytics, artificial intelligence, smart partner portals, and predictive capabilities. The document also notes that fast-growing companies invest more in sales training and developing the right skills and talents.
The document provides an overview of marketing analytics, including defining marketing analytics, key elements and capabilities, impact, and getting started with analytics. Some key points:
- Marketing analytics is the process of identifying valid performance metrics, tracking them over time, and using the results to improve marketing. The goal is to measure progress toward objectives.
- Key elements include people, steps, tools/technology, inputs and outputs. Capabilities include understanding performance and reporting it externally.
- Impacts can include optimizing brand recognition, content, channels, customer understanding, and predictive intelligence.
- Getting started involves assessing readiness, reviewing objectives, and establishing metrics like website, social media, email, and digital advertising metrics.
A day in the life of a modern seller webinarDemandbase
B2B selling is just plain harder today. So how do you break through the noise and differentiate yourself?
Modern B2B buyers want to be treated as partners, not targets. Effective sellers need to be informed sellers. Knowledge is the currency of sellers today. Watch this on-demand webinar to learn how you can sell smarter, close faster and crush your sales quota.
This document discusses how analytics can be used across different functions in retail organizations like marketing, merchandising, finance, and operations. It provides examples of typical retail data structures and metrics used. It emphasizes building knowledge through deep data analysis and insights to make better business decisions. Key points covered include measuring the impact of marketing programs, examples of analytics dos and don'ts, and questions to ask when evaluating programs like CRM.
Taking an Analytical Approach to Sales AccelerationDun & Bradstreet
Taking a statistical approach to determining the right mix of qualifying criteria removes the guess work, delivers higher conversion rates and increased revenue. With the right business analytics tools, your marketing and sales teams will accelerate pipeline with meaningful insights. Waste less time on unlikely prospects with target market analysis and customer analysis.
Watch this SlideShare to understand how impactful our predictive sales analytics can be for sales and marketing alignment and customer acquisition.
Susan Cordts, President/CEO of Adaptive Technologies, Inc. (ATi) provided this presentation to attendees of the American Marketing Association Phoenix meeting on August 27, 2008. The presentation details analytics, customer values and how to target the right customer, at the right time, with the right message and media.
Data Driven Customer Engagement: Workflow and Feedback SystemsBarry Magee
This document discusses making sales and marketing more data-driven. It notes that traditionally conversion rates are around 2-3% but increasing data capture and feedback allows for higher rates. Edison is introduced as a system that uses AI to integrate data sources and customer feedback to help salespeople make better decisions. It captures 1.3 billion datapoints from various sources to provide a single view of customers and territories. Edison's market feedback system helps identify what is and isn't working for winning deals. This integrated approach including short sprints of activity allows for quicker adjustments and has achieved lead conversion rates up to 18% compared to the industry baseline of 3%.
Soulful Analytics: Embracing gut instincts as part of the modeling, PointsInnovation Enterprise
The document discusses how analytics is evolving to embrace gut instinct and business expertise through a concept called "Soulful Analytics". It advocates defining clear business goals to guide modeling and ensuring business validation of results to build confidence and buy-in. The document also provides an example of how Points, a loyalty platform company, partners with business experts to develop predictive models focused on achieving specific goals like increasing transaction volumes.
Utilizing Big Data to Optimize Customer Value Management StrategiescVidya Networks
How can big data help us look differently at our customer base? A presentation by Elan Rosenberg, Business Development Director, Marketing Analytics at cVidya
Big data analytics can unlock significant potential for retailers to increase operating margins by more than 60% according to a McKinsey report. The document discusses how big data analytics can be applied across customer experience, marketing, merchandizing, and supply chain functions to enhance customer sentiment analysis, optimize product placement and layouts, improve promotional strategies, enable personalized offers, and optimize inventory and warehouse operations. Contact information is provided to discuss business analytics solutions.
At this webinar, Stephan Sorger, Vice-President of On Demand Advisors and Author of the book, "Marketing Analytics: Strategic Models and Metrics" discussed:
• Trends driving Marketing Analytics adoption
• Important advantages and facets of Marketing Analytics
• Marketing Analytics models vs metrics
• Essential tips on how best to allocate your marketing budget and provide a high ROI
• Promotional metrics for traditional and Social Media
Marketing Operations Summary Metrics By ChannelAdam "AB" Bloom
The document discusses different types of marketing programs and the metrics they result in. It provides data on programs like direct marketing, executive events, seminars, ads and their associated opportunity number, yield, cost per opportunity and total and guaranteed return. The metrics defined include opportunity yield, cost per opportunity, total potential return and guaranteed return which are calculated based on opportunities generated, closed or in pipeline from each program type and their associated budgets and revenues.
Breakthroughs In Increasing Retention And LTV By Engaging Customers At 7 Crit...G3 Communications
Learn how global human capital powerhouse Mercer strategically engages at every step of the customer lifecycle, sharing critical insights, data and services to enable 24,000 clients worldwide to create a workforce for the future. Mercer’s Global Chief Marketing Officer, Jeanniey Mullen, will be joined by DMA Hall of Famer, Ernan Roman, President, ERDM Corp.
Roman will share findings from VoC research his firm conducted for brands such as IBM, MassMutual and Microsoft, which identified seven essential points in the customer lifecycle where B2B decision makers expect personalized value and support from trusted service providers.
Understanding branding ROI is essential for small to medium-sized service-based business owners and personal brands looking to maximize their marketing investment. With the ever-changing digital marketing environment, it is essential to assess how your branding efforts are driving returns.
This post looks at the significance of having a strong brand in developing consumer preference and long-term commitment. We’ll discuss various valuation tools that can help you measure your branding ROI accurately by understanding key factors that contribute to your brand’s worth.
Download our FREE EBOOK to help you decide if now is the time to bring in the big guns (an agency) or roll up your sleeves and DIY for a bit longer: https://bit.ly/3N6CW0i
Online Test, Target and Measurement
The pressure to deliver results and show ROI for all marketing spend is further complicated by market pace changes and economic climate. Learn how to find the optimal mix of ideas, and do it faster to increase ROI on marketing spend and provide relevant content and interactions to target audiences through the different channels including web, email, and mail.
* Nancy Shaver, Consulting Principal, Experian Marketing Services
Pillars of Growth
Proprietary Strategic framework designed to help brands accelerate and scale efficient customer acquisition
This is all built on a strong strategic foundation that we help establish to make brands reach and resonate with their target customers
- Deep understanding of customer and market trends and insights, identity mapping and audience psychographics and segmentation
- Brand strategy and product positioning
- Customer journey optimization
With successful referral marketing programs for
over 500 brands, we have put together this Referral Marketing Best Practices for 2014 guide. The guide provides smart marketers with the framework to launch successful referral marketing programs.
Today’s marketing leadership is being tasked with creating lasting relationships and loyalty among their customer base.
Yet so much of how we engage with customers and prospects is campaign driven, activating specific actions in a single moment in time.
As the development of a robust and connected customer experience strategy becomes the linchpin to CMO success, the question is now more important than ever: Can loyalty and advocacy be built…and how?
This presentation walks through some of the challenges and considerations CMO need to explore in order to reframe how their brands engages their customers like never before.
Maximize How You Individualize: because the Journey and Outcome Matter Nicholas Kontopoulos
According to research from the Corporate Executive Board, 57% of the buying process is being completed before the first interaction with a sales person.
In recent years, a fundamental sea change has been occurring between buyers and sellers, with the former now ceasing control of the buying process. This paradigm shift has been digitally powered with todays buyers only one touch away from connecting with content or peers that can help guide them on their purchasing journey.
This presentation will explore the challenges that not only lay ahead for todays marketers, but also explore some of the ways in which innovative brands are adapting to this 'New Reality’.
Webinar - making customer retention your strategy for hyper-growthRanceTimiEbiwari
Consumer expectations have shifted. Digital-first brands are now the leaders in creating valuable experiences. Thoughtful, meaningful engagement is a more effective strategy than persistent, irrelevant campaigns.
Yeshima Singh has over 10 years of experience in marketing and business development roles, managing key accounts and vendor partnerships for companies in the IT, pharmaceutical, and FMCG industries. She has a proven track record of developing strategic marketing campaigns, planning and executing events and product launches, and measuring ROI to improve sales performance and brand awareness. Yeshima holds an MBA in Marketing and International Business and is currently a Channel Marketer at Aptec managing a portfolio of major technology vendors in the GCC region.
Christopher Salmon has over 15 years of experience in customer loyalty, direct, and digital marketing. He has held several director level positions where he improved customer retention and acquisition through data-driven marketing strategies. His experience includes developing multi-channel marketing campaigns, customer segmentation, and voice of customer programs to improve customer experience and drive organizational goals.
Pre Conference: Transforming Your Customer ExperienceVivastream
The document outlines a workshop on transforming customer experience through 4 steps and 49 action items. The workshop will be held on October 12th and 13th, 2013 and presented by Ernan Roman, president of Ernan Roman Direct Marketing, and other speakers from companies like MassMutual and PossibleNOW. The agenda covers using voice of customer insights to drive strategies, creating preference-based customer databases, applying multichannel marketing principles, and increasing the relevance and ROI of online and social media marketing. The overall goal is to help companies achieve consistent double-digit increases in response, revenue, and retention through implementing a 4-step customer experience process guided by voice of customer research.
Infinity Contact is a company founded in 1996 that provides integrated campaign solutions to help clients attract and retain customers. It discusses its focus on sales solutions for customer acquisition and loyalty through its Buyerlytics System. The document provides information on Infinity Contact's mission, outcomes for clients, capabilities, and testimonials from CEO and President on the business problems they solve and benefits clients experience working with Infinity Contact.
The document outlines steps for driving a customer-obsessed agenda to grow revenue. It recommends: 1) designing a winning customer demand generation strategy by defining goals and customer journeys for each stage; 2) executing nurturing programs across multiple channels to meet customers where they are; and 3) measuring marketing impact on metrics like retention, adoption, and lifetime value to focus teams on shared goals. The overall aim is to optimize the customer experience throughout the lifecycle and grow business through personalized, multi-channel engagements.
4C Consulting provides services related to customer experience management, marketing excellence, sales excellence, and service excellence. They help clients ensure higher returns through smarter solutions in marketing, sales, and services. Their services include marketing maturity assessments, campaign management, sales process optimization, customer service automation, and customer insight management. Clients choose 4C Consulting because of their expertise in customer experience and customer interaction management, trusted advisory services, strategic partnerships, and focus on results.
Mr. Sharon Magor has over 15 years of experience in marketing consulting, working primarily with non-profit and government agencies. He helps clients communicate more effectively using proven marketing principles and new technologies. Some of his accomplishments include developing business intelligence techniques that helped a client gather competitive information, leading an SEO project that ranked a client in the top 3 on Google, and coordinating a $5 million multi-channel campaign that won an award. He has a track record of successfully implementing new initiatives and projects.
Innovating digital 2020 : Digital Marketing trendsDave Chaffey
A presentation to Chartered Institute of Marketing members at the University of Wolverhampton. October 2019 covering 5 applications of data-driven marketing.
Gregory Brown is an executive, marketer, and business leader with over 30 years of experience in strategic planning, management, marketing, communications, and negotiations. He has a proven track record of increasing market share and revenues through strategic planning and implementation for companies in various industries. Brown holds a Juris Doctor degree from William Mitchell College of Law and a Bachelor's degree in Psychology.
This document discusses how a customer-conscious C-Suite can catalyze company growth. It profiles the perspectives of different C-Suite roles such as the VP of Customer Success, CMO, CIO, CTO, and CEO. Each role is described in terms of how prioritizing customers can impact key metrics like reducing churn, improving marketing and content strategies, leveraging data analytics, enhancing user experience, and setting the right cultural priorities. The overall message is that taking an alternative leadership approach focused on customers rather than just profits can lead to increased revenue, profitability, and competitive advantage.
This document discusses how a customer-conscious C-Suite can catalyze company growth. It profiles the perspectives of different C-Suite roles such as the VP of Customer Success, CMO, CIO, CTO, and CEO. Each role is described in terms of how prioritizing customers can impact key metrics like churn rate, content marketing performance, user experience, and overall profitability. The document advocates that customer-conscious leadership should be woven into a company's culture and encourages readers to download a report on building a customer-focused C-Suite.
This document provides an overview of a playbook to help B2B marketers transition to a more customer-obsessed organization. It recommends that B2B marketers shift from a focus on products to understanding customer outcomes, build systems for customer insight and engagement across channels, and manage marketing performance across the entire customer lifecycle. The playbook guides marketers through discovering their current state, planning the transition, operationalizing changes with a focus on customer engagement, and optimizing programs. The goal is for B2B marketing to measure business outcomes rather than just outputs and to make marketing more helpful, handy and human-centered.
Storytelling Gone Wild: The Key to Creating Viral ContentSocial Media Today
The question marketers have been asking themselves for a few years now is, “Is there a secret to creating viral content?” The answer is yes and no. Yes, there are ways to help boost your content towards the goal of going viral. No, it’s not a secret. In many ways, the tactics to go viral are common sense. What about your content will activate an emotional response in your audience? What kinds of emotions does your audience respond to? Are you providing practical information in a unique way? Are you getting it in the right feeds at the right times?
Join us in this webinar as our content experts discuss:
Examples of content that goes viral, with explanations why
How to ask the right questions of your own content, so each message you send out has potential
Kinds of strategies to apply at different parts of the process for best results
And how to analyze those results in a realistic, goal-appropriate way
Social Listening: Harness Marketing Insights from Consumer ConversationsSocial Media Today
Social channels like Twitter, Facebook, Instagram and even Reddit have brought brands and their audiences closer than ever before. If your marketing team is like leading organizations around the world, you’re already using social listening technologies to conduct market research, monitor and measure your campaigns, and support customers.
That’s a great start. But if you and your team aren’t aware of all the other ways that you can use social media to really maximize your marketing investments, you could be missing out on additional channels to exceed your targets, expand your share of voice, and create even more marketing-generated revenue for your organization.
Join our experienced panelists as they discuss how innovative marketing teams are expanding their social monitoring strategies, including:
Using real-time alerts and trends for reputation & crisis management
Distributing social data and insights across the enterprise
Conducting content research to discover topics of interest for targeted influencer and advocate campaigns
Omni-Channel Marketing: Creating the Right Mix for Your BrandSocial Media Today
There is a fine line between an omni-channel marketing strategy and a messy social media presence, and it’s crucial that brands stay squarely on one side of that line. Now that social media has declared its power and is here to stay, there is no need to push your content and message on all channels at once. Good omni-channel marketing tailors content to specific channels and personalizes it for the buyer persona appropriate for that channel. You don’t have to be everywhere at once, but you do have to be several places authentically. In this webinar, you’ll discover that omni-channel is more than a marketing buzzword--that it’s an opportunity to personalize your brand story for more customer loyalty and trust.
Join us as our marketing experts discuss:
The balance between shouting your message across channels and tailoring your content for specific channels;
Tools to help you manage omni-channel marketing campaigns;
How to use customer journey mapping to better understand where and how your customers are active;
And how omni-channel can work not just in sales but also in listening, customer care, and analytics.
In the age of authenticity, there’s no greater tool at a marketer’s disposal than influencer marketing. Consumers no longer blindly trust advertisements. Instead, they trust influencers whose judgment has a proven track record. Done right, influencer marketing can communicate a brand’s culture directly to a target audience in a real way. But how do you justify investment in an influencer program, and how do you measure tangible results? How do you go about finding influencers to engage with in the first place? What are realistic goals to set? Which metrics matter and which are simply vanity metrics?
In this panel, our experts will discuss:
Why influencer marketing is one of the most effective marketing tools
How to find talent that is brand-appropriate and also aspirational
What kind of business goals to set with an influencer program
How to track and understand metrics to measure a program’s effectiveness
How Does Social Listening Change the Way You Do Business (and Create ROI)Social Media Today
You can’t do social marketing well if you aren’t nailing social listening. If you’re crafting and executing a social strategy in a vacuum, your results will probably be equally hollow. The thing is, consumers are on social right now, talking about your brand or talking about issues that are important for developing and selling your products or services. Are you listening to them? Are you listening across platforms? Are you gathering your results from all areas of social? Are you taking that data and and using it to re-formulate your marketing approach? If it sounds like a lot, it’s because it is. But it’s not impossible with the right know-how.
Join us as our panel discusses:
How to know what to listen to and when;
Strategies for integrating social listening into your marketing approach
Ways to aggregate listening across platforms
How to turn listening data into actionable insights for your business plan
It’s easy to let the holiday season bog your organization down in the influx of sales campaigns, but make sure you don’t miss out on forecasting trends in marketing for the coming year. January offers brands a chance to reformulate their marketing approach to fit the new cycle of innovation and tech trends. To that end, Social Media Today ends the year with a webinar that focuses on what’s to come in 2016. Where will live-streaming apps take us next? How important will mobile be? What if you don’t have a video strategy? What will be the next wave of startup innovation? How should the enterprise pivot in the face of unexpected challenges?
Join our panelists as we discuss:
- Predictions for trends and changes to come in social marketing in 2016
- How to use these predictions to shape your social strategy
- And which innovations from 2015 will continue to grow in the coming year.
With viral word-of-mouth recommendations outpacing traditional advertising efforts, there’s no greater buzzword right now than influencer marketing. Yet most influencer marketing news focuses on B2C brands, ignoring the fact that influencer marketing is just as important an investment for B2B companies. In this webinar, we’ll use a B2B case study to look at ways your small business can leverage experts in the field for a better company both internally and externally, from content creation to relationship building.
Join us as our panelists discuss:
why influencer marketing is a crucial way to stay relevant and informed in your industry;
how to find context for your brand and a place to start looking for influencers;
a specific case study that will give you ideas to start your own program;
and tips for measuring results and determining ROI of influencer marketing.
Is Social Media Worth Multi-Million Dollar Investment? Using Social Listening...Social Media Today
There’s no greater quest in social marketing today than the quest to determine the ROI of social media. CEOs and CMOs want to know exactly what the financial investment is earning them in return, and who can blame them? There’s been a massive rush to the social space, but without a strategy for proving ROI, you can quickly find yourself knee-deep in tweets you don’t know what to do with. Specific goal-setting can help determine what kinds of social interactions to pursue, and understanding the value of social listening could change the entire shape of your organization. Social listening might not directly lead to sales all the time, but, used correctly, it will always lead to a better relationship with your customer.
Join us as our panel of experts discuss:
What the social media landscape looks like today and how ROI changes with it.
The inherent value in using social media to expand your reach, and how to measure those benefits.
Why social listening is the anchor of ROI.
Examples of the kinds of goals to set for social campaigns and how to determine their success.
December 1, 2015 Webinar:
In the age of employee advocacy, your brand can be as powerful as your workforce is enthusiastic. If your workforce is motivated, engaged, and socially equipped, you can pull off an appropriate and successful employee advocacy program. In fact, if your organization is mid-sized and doesn’t have at its disposal the marketing tools larger outfits might have, internal brand advocates are often the most powerful and cost-effective marketing tool in your arsenal. Our new report on the current state of employee advocacy finds that 64% of advocates cite a workplace program as the reason for attracting new business, and 45% can directly attribute new revenue streams to formal programs. So while you might not be able to dedicate an entire team to implementing a program, it's good for business to assemble your core of informed, active, and proud employee advocates. A great employee advocacy program knows no size boundaries.
In this webinar, join our panelists as they discuss:
Statistics from our report, including why 84% of employee advocates say it's had a positive effect on their career;
Why employee advocacy is word-of-mouth marketing at its best, and can give your brand an edge in the noisy marketplace;
How to identify the most motivated and engaged employees and activate their personal drive on behalf of your organization;
A content strategy that combines company and employee content for an authentic and relevant mix;
And how to use employee advocacy to amplify your brand beyond the limits of its size.
The Future of Mobility: Is Personal Car Ownership a Thing of the Past?Social Media Today
The document discusses a webinar on the future of mobility and whether personal car ownership will become obsolete. It introduces the panelists which include the Chief Scientist for Mobility at Shell, an Assistant Professor studying electric vehicles and shared transportation, and a Program Manager at Frost & Sullivan covering urban mobility trends. The webinar will examine how mobility may change by 2030 with alternative fuels, rapid urbanization, new generations, and autonomous vehicles potentially making personal car ownership obsolete.
In an age where marketing currency equals digital consumption, the content marketing game has never been more intense or competitive. And while we can’t all claim to be as viral as a scandalous Kim Kardashian photo spread, we can aim to create and curate content that speaks directly to our audience in a new and incredibly valuable way. In this crowded social landscape, your content must provide serious value to capture the customers’ attention, and must be uber-relevant to stand out among the noise. This webinar isn’t going to give you a magical content formula, but it will help you get into a mindset to design a content strategy that has the potential to “break” the hum drum normalcy of the Internet.
Join us in this webinar as our content experts discuss:
Why content is your organization’s biggest asset when it comes to earned media;
Different content styles and categories, and how your business can produce in each;
How to organize and execute a strategy, including defining your brand story, sticking to an editorial calendar, and understanding performance analytics;
And what kinds of content lead directly to organization growth (and what that even looks like).
According to recent reports, just 8% of companies say they can prove ROI from their social media spending, yet 70% of marketers say they plan to increase their social media spending. CMOs are under the gun now more than ever to show how social media marketing directly impacts bottom line revenue. And while we all know that good social content marketing can foster an engaged community, how should we measure the tangible, financial benefits? What metrics should you be looking for to justify your social budget to the C-Suite? What, really, is the value of a “like?” If you are a marketer who needs help showing your CMO that an active social community actually improves commerce, this webinar is for you.
Hear from our panel of experts as they discuss:
How to use user-generated content to persuade and influence the purchasing decision.
The best ways to quantify positive social sentiment.
Which metrics matter in the connection between digital community and business bottom line.
What CMOs really want to hear and the best ways to deliver those results.
Behavioral Analytics: How Your Customers’ Behaviors and Profiles Can Shape Yo...Social Media Today
This document discusses how analyzing customer behavior and profiles can help shape a company's marketing strategy. It contains details about an upcoming webinar on behavioral analytics, including presentations from speakers from IBM, Zignal Labs, Social Media Today, and BuzzSumo. The webinar will cover topics like understanding audiences, creating buyer personas, tracking content engagement, and using analytics to improve the customer experience across channels.
Enterprise Social: Segmenting Your Data For The Best Customer ExperienceSocial Media Today
Enterprise social media data can be segmented to provide the best customer experience. Successful segmentation involves defining customer segments, identifying their unique value, and engaging each segment based on their relationship with the company. It is important that segments are identifiable, substantial, accessible, responsive, stable, and can be acted upon. Social media data provides opportunities for segmentation across industries like retail and higher education. Segmentation allows companies to tailor their messaging, products, and services to meet different customer needs.
This year, Entrepreneur said, “the future of new business is social selling.” Statements like that are easy to get employees excited about at first but it can be difficult for companies to maintain that momentum if it doesn’t yield immediate results. Consistency and sticking with it, however, is key to social selling success. So how can you build your social selling dream team and increase your company’s investment in the process? There are a few tips and strategies--such as breaking down silos between sales and marketing as well as getting the C-Suite involved --that can refresh your team’s approach to social selling and help close deals with greater regularity and ease.
In this panel, our sales experts will discuss:
-How to unite your sales and marketing departments so that your social efforts are supported company-wide;
-How to train and internally motivate your team for better morale and better external results;
-Why the c-suite needs to be involved and how to involve corporate leadership sales initiatives;
-Social selling strategies that focus on authentic and well-researched relationship-building.
It's time to pay attention to millennials: a quarter of the total U.S population is made up of millennials and nearly 85% of them own smartphones. If you aren't targeting at least some of your marketing efforts towards this demographic, you're probably missing out on huge opportunities. You must create a marketing campaign for the audience you have, but also the audience you want. Yet what if your brand isn't naturally geared toward millennials? What exactly is a millennial? And won't this marketing strategy shut out other demographics? And how do you speak "millennial," anyway?
In this webinar, learn from our expert panelists:
-How to make sure your content strategy is mobile-friendly for all demographics
-Tips and tricks on spinning the content you already have for the millennial audience
-Ideas for shaping a new content strategy that will appeal to a younger mobile audience
-Information on where B2B intersects with millennials, and why it's important to reach out to that demographic to scale.
To deliver value in today’s business climate and with a new generation of consumers, marketers are increasingly learning that ‘old tricks’ and predictable branding games – might not get the desired impact. Join Nichole Kelly, CEO of Social Media Explorer as she unveils a bold look into how most brand actions can be grouped into 13 'game groups’. These game groups are not all equally well received. Nichole is joined by Pernille Bruun-Jensen, CMO of NetBase, as they review the power of a new Marketing approach that resonates, brought to life through deep dives on brands like:
-Nike
-Mercedes-Benz
-Dollar Shave Club and
-Dyson
Get the tips on how to get your brand ready to win the hearts and minds of today’s consumer – a more savvy consumer than ever.
There’s a reason offices spaces are becoming more "open" these days. Siloed departments are a thing of the past. If your marketing department and sales department aren’t talking to each other and collaborating, you’re doing something wrong. If you don’t have social informing every department, you’re going to be hard-pressed to see significant ROI from social, or improve the customer experience. The very nature of social media requires that it crosses boundaries and informs all campaigns and marketing efforts and customer touchpoints. But it’s difficult to make that happen in your company simply by taking down cubicle walls. You must also set up infrastructure within your organization that allows for convenient communication, and you must invest in the right tools and platforms that are flexible enough to move with your prospect and customer initiatives instead of rigidly defining them.
In this panel, we’ll gather experts to discuss:
-Why integrated social is the only way to go if you’re going to become a social business
-How to measure social ROI when it encompasses many departments and strategies
-Tools and platforms that can help your organization stay socially agile
-How a thorough dedication to social across your organization can help you scale and grow at a manageable rate
-The kind of internal methodology needed to integrate a social-centric approach
It’s true: your best brand advocates are coming from inside the company. Are you leveraging the reach and authentic enthusiasm of your employees? Identifying and mobilizing your employees are the first steps to putting in place a solid advocacy program. But a crucial last step that isn’t often talked about is measuring results and tweaking your program. In this webinar, we’ll talk to experts from brands that have measured the effectiveness of their advocacy programs to identify what’s working and what could work better. Whatever stage of implementing your program you’re in, it’s important to understand how to tell if your efforts are making a difference for your brand’s reputation in the market.
In this webinar, our panelists will talk about:
-How to set up your employee advocacy program with clear goals and KPIs while also remaining agile;
-What parts of your program you should be measuring;
-How to turn data from your program into results that tell a story;
-Which tools will help you consistently measure your results in a clear, helpful way.
In an era where your customers’ attention spans are close to that of a goldfish, you have no time to waste in your marketing efforts. Customers will only respond to campaigns that fit seamlessly into their digital life, and they’ll only respond to content that is uber-relevant to their needs and desires. At the same time, you need to be meeting your own internal KPIs and consider your company’s relevance across media and trends. Anchoring your strategies in the place where audience desires and brand goals overlap can transform your marketing from digital noise to personalized, appealing content. Additionally, taking inspiration from events can make your campaigns useful as they toggle online and off. Approaching each campaign with a set of CX principles will ensure that your company remains relevant as the needs and desires shift.
But where should you begin with all of this?
In this webinar, we’ll discuss:
-Finding the sweet spot where customer desires, industry trends, and brand goals overlap and using that to guide your marketing efforts;
-Ways to create narratives for your campaigns that move seamlessly from online to offline and back again;
-How to discover what kind of content is relevant for today’s online consumer and how your products or services can fit into it;
-How to develop a system of marketing campaign principles that will allow your campaigns to stay fresh and creative.
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISMAJHSSR Journal
ABSTRACT: Huzhou has rich tourism resources, as early as a considerable development since the reform and
opening up, especially in recent years, Huzhou tourism has ushered in a new period of development
opportunities. At present, Huzhou tourism has become one of the most characteristic tourist cities on the East
China tourism line. With the development of Huzhou City, the tourism industry has been further improved, and
the tourism degree of the whole city has further increased the transformation and upgrading of the tourism
industry. However, the development of tourism in Huzhou City still lags far behind the tourism development of
major cities in East China. This round of research mainly analyzes the current development of tourism in
Huzhou City, on the basis of analyzing the specific situation, pointed out that the current development of
Huzhou tourism problems, and then analyzes these problems one by one, and put forward some specific
solutions, so as to promote the further rapid development of tourism in Huzhou City.
KEYWORDS:Huzhou; Travel; Development
UR BHatti Academy dedicated to providing the finest IT courses training in the world. Under the guidance of experienced trainer Usman Rasheed Bhatti, we have established ourselves as a professional online training firm offering unparalleled courses in Pakistan. Our academy is a trailblazer in Dijkot, being the first institute to officially provide training to all students at their preferred schedules, led by real-world industry professionals and Google certified staff.
4. #SMTLive
Our Speakers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and
creating buzz for leading technology, consumer products, financial services and professional services organizations.
Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook
Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Swati Sinha is an analytics solution professional, she specializes in sales, marketing and service LoB. She likes to evangelize
how business leaders can provide best customer experience with help of innovations in customer analytics. Her love for
technology and art-of-possible helps her better understand customers and promote the right solution. Swati serves as
Global Director Solutions Marketing at SAP. Her experience spans product development, solution management and
solution marketing touching various aspects of CRM solutions. @SNSinha
Kevin Poe is a Client Consulting Director working within Experian Decision Analytics’ Global Consulting Practice. He
works with clients on a broad spectrum of issues, including customer experience, multi-channel sales and service,
analytics, business process, and marketing strategies. He has held senior positions at Capital One, SunTrust Bank, and
McKinsey in a wide range of roles in North America and Europe. He has worked extensively for and with banks for over
15 years following roles in engineering and consulting for industrial manufacturers and energy companies.
Bob Gilbreath is Co-Founder and President of Ahalogy, a Pinterest & Content marketing company that works with companies
such as P&G, Kraft and Abercrombie & Fitch. Previously, Bob was a partner at digital agency, Bridge Worldwide, which was
acquired by WPP. Post-acquisition, Bob became Chief Strategy Officer of POSSIBLE. Bob is the author of The Next Evolution
of Marketing: Connect with your Customers by Marketing with Meaning (McGraw-Hill). His career started in marketing at
Procter & Gamble, where he launched Mr. Clean Magic Eraser and was named an Advertising Age Top 50 Marketer. Bob has
an MBA in Marketing from NYU/Stern and a BA in Economics from Duke University. @mktgwithmeaning
5. Using Analyticsto Deepen Customer Relationships
October 7th 2014
Swati Sinha
Director Analytics Strategic Product Marketing
s.sinha@sap.com snsinha www.linkedin.com/in/swatinigamsinha/
29. #SMTLive
Our Speakers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and
creating buzz for leading technology, consumer products, financial services and professional services organizations.
Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook
Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Swati Sinha is an analytics solution professional, she specializes in sales, marketing and service LoB. She likes to evangelize
how business leaders can provide best customer experience with help of innovations in customer analytics. Her love for
technology and art-of-possible helps her better understand customers and promote the right solution. Swati serves as
Global Director Solutions Marketing at SAP. Her experience spans product development, solution management and
solution marketing touching various aspects of CRM solutions. @SNSinha
Kevin Poe is a Client Consulting Director working within Experian Decision Analytics’ Global Consulting Practice. He
works with clients on a broad spectrum of issues, including customer experience, multi-channel sales and service,
analytics, business process, and marketing strategies. He has held senior positions at Capital One, SunTrust Bank, and
McKinsey in a wide range of roles in North America and Europe. He has worked extensively for and with banks for over
15 years following roles in engineering and consulting for industrial manufacturers and energy companies.
Bob Gilbreath is Co-Founder and President of Ahalogy, a Pinterest & Content marketing company that works with companies
such as P&G, Kraft and Abercrombie & Fitch. Previously, Bob was a partner at digital agency, Bridge Worldwide, which was
acquired by WPP. Post-acquisition, Bob became Chief Strategy Officer of POSSIBLE. Bob is the author of The Next Evolution
of Marketing: Connect with your Customers by Marketing with Meaning (McGraw-Hill). His career started in marketing at
Procter & Gamble, where he launched Mr. Clean Magic Eraser and was named an Advertising Age Top 50 Marketer. Bob has
an MBA in Marketing from NYU/Stern and a BA in Economics from Duke University. @mktgwithmeaning
And we like to start first by talking a little bit about “the old way of doing things”.
In the past, most communication to the consumer was exclusively one-way – companies were always broadcasting to a mass audience.
There were relatively few channels to reach consumers.
And because we were broadcasting, because the communication was one-way – there were limited opportunities to get consumer feedback.
But if we look at the world today, there are many more channels to reach the consumer.
…that allow us to have more of a two-way dialogue with the consumer.
They’re channels that span a huge, worldwide potential audience for us... (Statistic: 6.5B mobile phone subscribers worldwide)
…they’re channels that consumers are actively engaged with… (Statistic: 127 minutes of mobile app usage daily in the U.S.)
…and that are increasingly becoming an important part of consumers’ lives. (Statistic: 76% increase in social media usage in 1 year)
At the same time, as consumers have started to use these new channels, though, their expectations for how they can engage with you have risen.
They expect experiences now that are:
Highly-personalized,
…with a strong social dimension
That provide opportunities for instant gratification
And which blend seamlessly across channels.
Analytics can help make all of this possible.
The first step to engaging consumers more deeply is being able to generate deep insights about them in real time.
In the past, the common refrain may have been “I need to learn more about consumers. I wish I had more information that I could look at to tell me who they are.”
But now with all these new channels, we’re at the point where we actually are starting to have too much information and the key is being able to:
(First animation) Analyze massive amounts of data from all these different sources…
(Second animation) …to create a 360-degree view of each consumer
(Third animation) …and be able to act on these insights in real time.
And so when you are able to generate the real-time consumer insights that we talked about, that’s always the next question – you’ve generated these insights, now “What do you want to do with them?”
One of those things is being able to deliver really amazing, really engaging experiences for consumers.
These are experiences that are:
(First animation) Highly-personalized…
(Second animation) …that create a social connection…
(Third animation) …and are available on any device.
The aim is to:
Create a richer experience for the consumer, providing them with immersive experiences that have a strong social dimension
Engage with consumers with 1-to-1 personalization, delivering personalized offers, content and recommendations in real time
Always provide consumers with opportunities for instant gratification, whether it’s enabling them to complete transactions, access services or give feedback – at anytime and anywhere they are.
And as you’re delivering these great experiences to the consumer, you’re going to be starting to collect even more information – which is data you can use to start driving key business decisions and ensuring your business is more responsive.
It’s data you can use to…
(First animation) …help your business sense and respond to changing market conditions…
(Second animation) …optimize the business and its processes based on the insights you collect…
(Third animation) …and explore opportunities for new products and to pursue new business models.
With deep consumer insights, you’ll be able to do things like:
Create and shape demand in real time – adjusting your marketing campaigns while their in-market to maximize your ROI, instead of waiting till they’ve passed to analyze their effectiveness
Rapidly match supply to a changing market – optimizing things like inventory levels and product assortment based on the latest consumer demand data
…and develop new products and business models – using consumer insights to refine your existing product offerings, uncover new consumer needs or even create new monetization opportunities.
And when you are able to engage with consumers more deeply, the benefits are clear:
You can enjoy stronger customer loyalty, more easily attracting new customers and building lasting relationships with them...
You can increase spend per customer, by doing things like increasing offer conversion rates and building bigger baskets…
…and you can improve business performance across a wide range of dimensions that we’ve talked about.
Customer experience matters more than ever because customers have much more information and control
Customer have higher expectations than ever before
There is a huge shift to online and mobile channels
Customers have more options for where and how to buy
Customers can more easily switch to the competition
Customers are finding more ways to do business by self-service – sometimes by choice, sometimes not
Social media makes it easy and quick to share both good and bad experiences
Might be good to show this at the start to introduce WHY Pinterest is a high-potential platform for marketing. This is a study we commissioned early in the year to help our clients understand the opportunity.
But Pinterest has been notoriously difficult for big brands to crack…It takes a high quantity of quality content. Our analysis confirms that the majority of engagement goes to a minority of content…You have to work hard to win on Pinterest with the right content.
Winning on Pinterest is like SEO – a mix of data science and human understanding. One of the tools we have is a keyword analyzer that looks through all of our data on the pin descriptions on Pinterest and makes recommendations to the person writing pin copy. See the before/after of a “plain” description, recommended keywords, and the improved copy that includes the keywords but is also much “punchier” thanks to good copywriting.
This is an example of a before/after for an Ahalogy client. We are obsessed with the “repin rate” of individual pins. This is the percentage of people who click the repin button after seeing it. The higher the repin rate, the more earned impressions and traffic you will see. This is where all the little things add up to getting more pins that fall into that 80-for-20 that we looked at earlier.