Razorfish - Tim Barnes on Consumer Insight
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Big Idea 3: Consumer Insight was delivered by Razorfish's Tim Barnes on April 22, 2009, at the 9th Annual Razorfish Client Summit (#rzcs on Twitter).
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Razorfish - Tim Barnes on Consumer Insight
- 1. Customer Management in the Digital World Tim Barnes
- 2. Customer Management in the Digital World Tim Barnes
- 3. Customer Management in the Digital World Tim Barnes
- 4. The Value of Data Consolidation
- 5. ACTIVITY DESIRED OUTCOME $5,000 $4,500 $4,000 $3,500 $3,000 $2,500 $2,000 $1,500 $1,000 $500 $0 Preparing Taxes Pay Less Tax Page 5© 2009 Razorfish. All rights reserved.
- 6. Page 6© 2009 Razorfish. All rights reserved.
- 7. ACTIVITY UNINTENDED OUTCOME $5,000 $4,500 $4,000 $3,500 $3,000 $2,500 $2,000 $1,500 $1,000 $500 $0 Preparing Taxes Pay too Much Page 7© 2009 Razorfish. All rights reserved.
- 8. ACTIVITY DESIRED OUTCOME $5,000 $4,500 $4,000 $3,500 $3,000 $2,500 $2,000 $1,500 $1,000 $500 $0 Marketing Drive Down Waste Page 8© 2009 Razorfish. All rights reserved.
- 9. Page 9© 2009 Razorfish. All rights reserved.
- 10. EYEBALLS BUYERS Page 10© 2009 Razorfish. All rights reserved.
- 11. Page 11© 2009 Razorfish. All rights reserved.
- 12. Peer Competitive reviews alternatives BUYERS EYEBALLS CONTRIBUTORS Recommendations User-generated From friends content Page 12© 2009 Razorfish. All rights reserved.
- 13. Desired Business Outcomes Page 13© 2009 Razorfish. All rights reserved.
- 14. PROSPECTiveMarketing Extending CRM up the Funnel
- 15. Traditional CRM Awareness Consideration Trial CONVERT Extend Page 15© 2009 Razorfish. All rights reserved.
- 16. Digital CRM Awareness Consideration Trial CONVERT Extend Page 16© 2009 Razorfish. All rights reserved.
- 17. PURCHASER Customer Value Newbies31% Loyalists18% PROSPECT Masses43% Enthusiasts8% UNAWARE ADVOCATE Brand Commitment Page 17© 2009 Razorfish. All rights reserved.
- 18. PURCHASER KEY MEASUREMENTS • Brand Awareness/Affinity • Evangelization Customer Value • Research Behavior Newbies31% Loyalists18% • Exposure/Interaction PROSPECT Masses43% Enthusiasts8% UNAWARE ADVOCATE Brand Commitment Page 18© 2009 Razorfish. All rights reserved.
- 19. PURCHASER KEY STATISTICS • 8% of audience • 26% of value (potential) Customer Value • 42% of all chatter • Low or no product purchases Newbies31% Loyalists18% PROSPECT Masses43% Enthusiasts8% UNAWARE ADVOCATE Brand Commitment Page 19© 2009 Razorfish. All rights reserved.
- 20. PURCHASER GOALS • Drive towards purchase Customer Value • Model behaviors • Increase conversation Newbies31% Loyalists18% PROSPECT Masses43% Enthusiasts8% UNAWARE ADVOCATE Brand Commitment Page 20© 2009 Razorfish. All rights reserved.
- 21. Scatter Approach Peer Competitive reviews alternatives BUYERS EYEBALLS CONTRIBUTORS Recommendations User-generated From friends content Page 21© 2009 Razorfish. All rights reserved.
- 22. Customer Level Targeting Peer Competitive reviews alternatives BUYERS EYEBALLS CONTRIBUTORS Recommendations User-generated From friends content Page 22© 2009 Razorfish. All rights reserved.
- 23. Parting Thoughts • Marketing should not exist in silos • Know your customer -- they may be a prospect • Create relevant conversations with consumers Page 23© 2009 Razorfish. All rights reserved.
- 24. Thank You Tim Barnes tim.barnes@razorfish.com