How to Understand Your Customer Better with the Right Data and Tools
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Today, with so many tools for marketers, it's hard to know which ones will give you the right data and insight to make the right decisions. Wouldn’t it be great if everything you wanted to know about your customer was in a single system? RBA’s Eric Raarup and Bob Lam presented on this topic at the Integrated Marketing Summit in Minneapolis.
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How to Understand Your Customer Better with the Right Data and Tools
- 1. Since it’s not, how do I achieve customer insight? If all customer data was in a single system Get to know your customer. Wouldn’t it be great …
- 2. Bob Lam CRM National Solution Lead bob.lam@rbaconsulting.com RBA Eric Raarup Director of Marketing & National Alliances eric.raarup@rbaconsulting.com RBA
- 3. Goals for Today Less theory Show me Not to be a barrier to thirst
- 4. After a presentation, of attendees remember stories Only remember statistics. 63% 5% Source: Authors Chip & Dan Heath What was that?
- 5. Marketers and Technology Technology is playing a more significant role in our jobs We need to be more hands on New technologies help marketers be more nimble The effective marketer will use data as a key tool
- 6. of marketers believe that data is the most underutilized asset in the marketing organization.45% 78%of the marketers surveyed say that they feel pressure to become more data-driven. Source: Teradata via Scott Brinker
- 7. The Goal: True Customer Insight Trends Insights Interactions I want to see that
- 8. The Situation: Customer Data is Everywhere CRM Database eCommerce Platform Cross-channel Experience Consistency Campaign ManagementWeb Analytics Creative Design Lead Management Mobile Marketing Social Media Marketing Conversion Point Optimization Email Marketing Content / Nurture Marketing Ad Networks SEM / PPC Marketing Automation Retention Programs Cross- / up-sell Campaigns Revenue Performance Analytics Social Listening Community Manager Web Content Mgmt Email Marketer Social Marketer Business Analyst Ad Agency SEO/SEM Agency
- 9. The Challenges Multiple sources No single system Difficult to view information in aggregate Dependence on IT Difficult tools
- 10. Everyone should have access to the data they need. Return on Marketing Investment (ROMI) Customer Insight Campaign effectiveness
- 11. Everyone should have the Tools they need Q&A Share Analyze Visualize Explore Discover
- 13. Customer Insight at two levels Individual Specific insight about an individuals interactions with your brand across multiple channels Individual Aggregate Aggregate Group level insight from multiple individuals interacting with your brand across multiple channels
- 15. The Core Profile Individual Aggregate The center of gravity for building true customer insight
- 16. Core Profile Typically managed in CRM environment Great resources for viewing similar customer info (i.e. Demographics) Center of data strategy that many dimensions are linked to
- 18. Social Insight Individual Aggregate Harvesting insights from multiple social channels. Now and in the future. NEXT?
- 19. Social Data Measuring health of brand through sentiment Customer service point of entry Many sources accessible for deeper access
- 21. Campaign Insight Individual Aggregate Creating a view into campaign effectiveness and engagement
- 24. Web Insight Individual Aggregate Understanding website behavior to drive leads
- 25. Website Data Site visits Page views Time on site
- 27. In Summary Individual Aggregate It is easier than ever to access data and create true insight about your customers
- 28. RBA is a National Digital and Technology Consultancy with offices in Minneapolis, Denver and Dallas Our team of specialists combine strategy, design and technology to help create seamless experiences Recently recognized as one of the nation’s fastest growing private companies and consistently named a Best Place to Work www.rbaconsulting.com Our team of user experience, creative, front / back-end developers, and strategic consultants have a proven track record delivering successful mobile, web, and digital solutions for organizations throughout the US.
- 29. THANK YOU Individual Who is thirsty?