More than 90 marketing professionals attended a half-day seminar on harnessing the power of analytics for optimal marketing performance. Three experts from OgilvyOne, Intelligence Delivered, and SAS spoke about using customer data and metrics to understand customers, align marketing strategies with business goals, and improve customer experience. They emphasized adapting to customer preferences in real-time, gaining customer trust through personalization and relevance, and leveraging predictive analytics to inform decisions and maximize performance.
7 COMPONENTS OF AN OUTSTANDING DATA-DRIVEN MARKETING STRATEGY.Infocrest
According to a Insights Report, which surveyed 162 U.S.-based senior executives, a “ 64% of survey respondents ‘strongly agree’ that data-driven marketing is crucial to success in a hyper-competitive global economy.” While both executives and marketers enjoy the benefits of data-driven marketing, there are still a lot of hurdles in this path.
Do you have what it takes to be America’s Next Top Multifamily Marketer? In today’s competitive environment, it takes a fierce marketing strategy to position your company and communities ahead of the competition; and this session will equip you to make-over your existing marketing plan into a Super Model of success. You’ll learn the key characteristics that speak desirability to today’s consumer; how to create a truly unique selling proposition that far outshines the competition; the hottest advertising vehicles available today and how to use and leverage them for maximum ROI; when, where and how to market to today’s sales-savvy consumers in ways that they’ll accept; and much, much more!
Can you think of any business process digitizing so fast and creating as many new trends as Digital Marketing? Keeping up with all the changes, challenges and opportunities is now, more than ever, the key for successful companies, which grow with the trends.
https://runfrictionless.com/b2b-white-paper-service/
The marketing world’s intense focus on analytics, of late, hasn’t always led to better performance — because, while it’s easy to collect data, it’s difficult to turn it into deep insight. This Insight Center covered content that included a leading practitioner company’s reinvention of market research, a framework for measuring what your customers actually value and will pay for, and a toolkit approach to defining the customer’s “job to be done.”
https://runfrictionless.com/b2b-white-paper-service/
4 proven ways to optimize the customer journeygroupfio1
Hearing a lot about optimizing your customer journey but not sure how to make that happen? Here's a tip: it starts and ends with data, and it's not how much data you have, but how you use it.
Our latest blog gives you some solid tips to start you on the right road to boosting your journey. Find out more here: https://www.groupfio.com/4-proven-ways-to-optimize-the-customer-journey/
Here is a very basic Inside Sales Playbook I wrote a couple of years ago for a client which uses the C.H.A.M.P. sales qualification framework instead of the outdated B.A.N.T framework.
Tendências que irão transformar o marketing digital
Para 2013 os profissionais especializados apostam em big data, mobile e mídias sociais, revela relatório da ExactTarget
How to Deliver Exceptional Customer EngagementCognizant
By using customer engagement techniques such as human-centric design and technological advances like sentiment analysis, organizations can drive meaningful interactions that result in greater trust and business results.
7 COMPONENTS OF AN OUTSTANDING DATA-DRIVEN MARKETING STRATEGY.Infocrest
According to a Insights Report, which surveyed 162 U.S.-based senior executives, a “ 64% of survey respondents ‘strongly agree’ that data-driven marketing is crucial to success in a hyper-competitive global economy.” While both executives and marketers enjoy the benefits of data-driven marketing, there are still a lot of hurdles in this path.
Do you have what it takes to be America’s Next Top Multifamily Marketer? In today’s competitive environment, it takes a fierce marketing strategy to position your company and communities ahead of the competition; and this session will equip you to make-over your existing marketing plan into a Super Model of success. You’ll learn the key characteristics that speak desirability to today’s consumer; how to create a truly unique selling proposition that far outshines the competition; the hottest advertising vehicles available today and how to use and leverage them for maximum ROI; when, where and how to market to today’s sales-savvy consumers in ways that they’ll accept; and much, much more!
Can you think of any business process digitizing so fast and creating as many new trends as Digital Marketing? Keeping up with all the changes, challenges and opportunities is now, more than ever, the key for successful companies, which grow with the trends.
https://runfrictionless.com/b2b-white-paper-service/
The marketing world’s intense focus on analytics, of late, hasn’t always led to better performance — because, while it’s easy to collect data, it’s difficult to turn it into deep insight. This Insight Center covered content that included a leading practitioner company’s reinvention of market research, a framework for measuring what your customers actually value and will pay for, and a toolkit approach to defining the customer’s “job to be done.”
https://runfrictionless.com/b2b-white-paper-service/
4 proven ways to optimize the customer journeygroupfio1
Hearing a lot about optimizing your customer journey but not sure how to make that happen? Here's a tip: it starts and ends with data, and it's not how much data you have, but how you use it.
Our latest blog gives you some solid tips to start you on the right road to boosting your journey. Find out more here: https://www.groupfio.com/4-proven-ways-to-optimize-the-customer-journey/
Here is a very basic Inside Sales Playbook I wrote a couple of years ago for a client which uses the C.H.A.M.P. sales qualification framework instead of the outdated B.A.N.T framework.
Tendências que irão transformar o marketing digital
Para 2013 os profissionais especializados apostam em big data, mobile e mídias sociais, revela relatório da ExactTarget
How to Deliver Exceptional Customer EngagementCognizant
By using customer engagement techniques such as human-centric design and technological advances like sentiment analysis, organizations can drive meaningful interactions that result in greater trust and business results.
Vortrag im Rahmen des Workshops "KIM-Workshop: Vom Datensilo ins Semantic Web - Interoperabilität von Metadaten" auf dem 4. Leipziger Kongress für Information und Bibliothek
A new chorus has cast a spell over the business world: "customer relationship". Sometimes real, other times mimicked, the relationship with the consumer is often limited to the statement "we care about you". Obviously, this overtly concern reveals an economic interest natural for any activity that aims to yield profit.
The purpose of this whitepaper is to enable businesses to leverage data and insights to increase efficiency, provide seamless experiences, build a data-driven culture, empower automation, data utilization at scale and use programmatic advertising to laser target relevant audience. Incorporating winning strategies, this research paper will allow you to better organize, analyze and apply data in every operation.
Executive Summary
The proliferation of digital channels and options for customers heightens the importance of an undersung
variable: message timing.
Bain’s global survey of marketers finds that marketing leaders understand the value of making timely
connections with customers, and how technology can help.
Timing comes into play through signals, sequence and speed. And the technology now exists for marketers
to test each with high confidence.
Mastering timing raises the odds of seizing attention for the immediate purchase and building brand
equity in the longer run.
1. Connect your CRM data. Don’t just collect it and keep it in silos.
2. Invest more in mobile. Mobile targeting and ROI are looking better than ever.
3. Personalize. It’s the big pay-off of all that data and analysis.
4. Measure, measure, measure. Know what works and double down.
5. Be up front about privacy. Consider the other side of targeting.
5 ways to boost customer loyalty using data analyticsgroupfio1
Great customer experiences lead to higher retention rates, increased brand loyalty, and bigger customer lifetime value (CLV). Improving customer experiences can seem like a straightforward task, but unless you base new tactics and strategies on tools like zero-party data, you might be putting in effort and resources in the wrong places.
So, what are some RIGHT ways to use data analytics to improve customer loyalty? Here’s 5 ideas to help you get started building that data-driven competitive edge.
https://www.groupfio.com/5-ways-to-boostcustomer-loyalty-using-data-analytics/
Monitoring Analytics To Create Customer Value And ExperienceeTailing India
According to research conducted by Gartner,Customer Experience (CX) is the top priority for companies who have invested in analytics software. The goal for any company is to have an ‘always on’ view of how their operational performance that impacts on the way that customersexperience their brand across all touch-points. This is now possible by using untapped machine data in combination with more traditional measures of customer satisfaction such as Net Promoter Score (NPS).
Numa era de mudanças organizacionais e perturbações globais sem precedentes, o relatório Global Marketing Trends 2022 apresenta as principais tendências de marketing, fruto dos desafios de negócio que enfrentamos
Marketing Interactive Event - Harnessing the Power of Analytics
1. Date:
3 July 2012
Venue:
Hotel Fort Canning
Sponsored by:
More than 90 marketing professionals
gathered at Hotel Fort Canning on 3 July for the
topic “Harnessing the power of analytics: What
leaders need to know about optimal marketing
performance” – a half-day seminar dedicated to
discussing customer-focused business strategies
using customer intelligence and an integrated
marketing management framework. Experts from
OgilvyOne, Intelligence Delivered and SAS were on
stage to share and reflect on issues pertaining to
strategy formulation and execution of analytics to
understand and enhance customer experience.
William Adeney, data and analytics
consulting practice lead, OgilvyOne
Topic: Harnessing the power of analytics …
math marketing
William Adeney began his presentation with a brief
introduction of the history of advertising, and the
struggle it has always had with measurability. Citing
renowned advertising pioneer Claude Hopkins in
1923 – “the time has come when advertising has
in some hands reached a status of science. We
know what is most effective, and we act on basic
laws” – Adeney reminded the audience that the
quest to make marketing more measurable and
accountable was not a new one, and was still
undergoing constant refinement.
Taking the audience through different eras
up to the digital age, Adeney expounded on
deriving actionable insights from data to make
better marketing decisions today. “Everywhere I
go (geographically), I leave imprints,” Adeney said,
illustrating the power of simple data. When it comes
to such data, Adeney asked the five fundamental
questions in setting business objectives – who are
your best customers; how can you find prospects;
what drives profitability; what makes customers
and prospects engage; and how should you
communicate with them?
By addressing these issues, Adeney said
marketers were better positioned to determine
corporate objectives and achieve business goals
by applying metrics to everything they did.
Describing metrics as “fundamental pinnacles
to achieve,” Adeney pointed out they needed to
be aligned with corporate objectives. He said one
method for this was by measuring and analysing
data carefully before optimising it via a mix of key
metrics. Adeney referred to this method as math
marketing. This method was further enhanced
by employing statistical modelling and building a
marketing dashboard. On metrics, he stressed
companies needed to identify changes in their
engagement strategy to improve KPIs. In return,
KPIs should align with the brand’s business
objectives. “We should perfect how we treat
customers each day,” Adeney said, directing the
audience to move beyond a single customer
view by adopting what he called the three-step
digestive insight – prioritisation, personalisation
and precision.
In conclusion, Adeney wrapped up by
What leaders need to know about the tools for optimising marketing
performance. Marketing reveals all in its latest Insight discussion.
The Power of Analytics
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2. If you weren’t there,
here’s what you missed
“Start thinking about integrating social
data, and capture it.”
William Adeney
“What looks like sales in year one may not
be applicable for year two – you’ve got to
know who your best customers are.”
Graham Flower
“Every marketer needs to show what he/
she is delivering for the business. Don’t
just gather data and listen to customers,
but act on the feedback as close to real
time as possible.”
Dermot McCutcheon
highlighting that organisations need to determine
their talent needs, form a centre of excellence
and forge external partnerships, all with the aim of
allowing analytics to help maximise the customer
experience.
Graham Flower, managing director,
Intelligence Delivered
Topic: In search of relevance – adapting your
business to sense and respond
Graham Flower opened with a challenging question
– are today’s businesses relevant? By studying
the drastic decline of the US credit card industry’s
direct mail response rate, Flower emphasised his
point, “as Albert Einstein puts it: doing the same
thing over and over again and expecting different
results”.
As the purpose of a marketing function is to
help customers buy, organisations have to first
understand the behaviour of their target audience.
The issue lies in the broad gap between customers’
preferred purchase methodology and the available
channels. Put simply – “how customers want to
buy” and “how customers are able to buy” are not
moving hand-in-hand.
And when such expectations are not met,
customers lose confidence.
“If your customers can trust you, their value
increases,” Flower said, as he illustrated the power
of customer trust using a case study graph, which
depicted high efficiency in acquisition, retention,
the growth of lifetime value and referral increment.
“Metrics do not align to the measurement of
value,” Flower said, adding to Adeney’s previous
points regarding metrics and their objectivity. The
challenge remains in understanding the new world
is not about selling the most. On the contrary, it
is recognising where sustainable value is created.
Brands have to consider the risk, current customer
value and future customer value.
Moving in-depth, Flower focused on building
propositions that meet needs along with value,
and subsequently shifted to the thematic line of
“Insight-driven anticipation”. According to Flower,
brands must rely on their customers’ behavioural
data and attitudinal data. With customer insights
and analysis at hand, this raw data is then
converted to fitting propositions.
Lastly, Flower highlighted the power of real-
time personalisation by using the example of
Netflix, an American provider of on-demand
internet-streaming media. “You log on to Netflix,
they get you to rate some films, and from there
they recommend films you would actually want to
see. They’ve got a refined knowledge about you
through this simple data,” said Flower, attributing
Netflix’s success to its personalised service.
“Your best customers are becoming self-
directed.”
Dermot McCutcheon, head of customer
intelligence, centre of excellence,
Southeast Asia, SAS
Topic: From insight to performance – the
case for predictive analytics
Because a marketer’s mandate correlates with the
customers’ expectation, there is an undeniable
shift in delivering customer experience both inside
and outside marketing. To trail the ongoing trends
closely, Dermot McCutcheon focused on turning
data into knowledge, and ultimately enhancing
business performance. Which retail products are
customers most likely to add to their basket? How
do banks maximise their customer value across all
channels? Have public sectors considered which
community services should they employ in the
coming years? Taking these questions head-on,
the answers are hidden in the data that can be
unlocked by analytics, therefore enabling decisions
to be made quickly about the next best action.
Sources have illustrated real-time interaction
yields an optimal 40% successful response rate.
Real-time interaction, as defined by
McCutcheon,iscustomer-initiatedandrelationship-
driven. When it comes to such a social approach,
he calls for a defensive social position.
“Even the best plans may crash and burn,”
said McCutcheon as he gave a case study of a
failed social media campaign. Despite the high
success rate of social marketing strategies,
organisations have to know how they measure
social engagement, which is often depicted in the
number of online user endorsements.
“You may know how many people ‘like’ your
Facebook page, but how many are paying any
attention to what was being posted?” McCutcheon
asked. “Brands have to know that the impact of
social media is reverberating across enterprises.”
The key to optimising social media
conversations and sentiment is to ensure
integration with all other customer data available
– by strongly relying on data mining to help
businesses sift through large volumes, variety and
velocity of growing data to gain value.
Summing up, McCutcheon reiterated a
marketer’s unique mandate by understanding the
system’s infrastructure that supports business
processes. Driving home his subject of turning
insights into performance, he showcased sample
sets of formulated recommendations, thus giving
brands ammunition to enhance the efficiency of
their current marketing processes.
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