Viewability has shifted how marketers assess digital ad campaign success and many advertisers are shifting focus away from impression-served to impression-viewed models.
Mono Solutions Webinar - The Engagement Challenge: Simple Steps for Improving...Localogy
The document summarizes a webinar presented by The Local Search Association on improving customer engagement and reducing churn for SMB SaaS products. Key points include:
1) While SMB use of cloud-based services is growing, over half still don't use any SaaS and 62% underutilize the software they purchase.
2) Better training, simpler products, and setting proper expectations can improve engagement and utilization.
3) Collecting feedback from partners and customers and closely observing how SMBs complete tasks helps build better products that minimize churn.
4) Proactive communication and support also aid engagement and reduce chances of customers switching to competitors.
LOCALOGY ENGAGE 19: The Best Companies and PE Firms are Focused on Engagement...Localogy
This document discusses how companies can focus on customer engagement and retention to drive optimal growth. It argues that improving retention is easier than maintaining rapid growth while fixing retention issues. The document provides examples from Hubspot of how focusing on customer success through strategies like sales compensation aligned with lifetime customer value can improve retention metrics like annual revenue retention above 100% and customer retention above 90%. It emphasizes defining and measuring key customer success indicators.
LOCALOGY ENGAGE 19: Turning Customers Into AdvocatesLocalogy
This document discusses strategies for turning customers into advocates by leveraging customer referrals and influencers. It provides examples of initiatives like a customer Facebook group, case studies from promoters, and targeted advertising to advocates. Data shows increasing referral incentives from $250 to $1000 drove more referrals. The presentation emphasizes empowering advocates to talk about the brand while also addressing any detractors.
This document discusses Localogy's efforts to improve their customer onboarding process through a more customer-centered approach. It describes how they conducted customer observations and interviews to better understand small business owners' needs and challenges. They identified key moments in a small business owner's journey and mapped this out to prioritize opportunities to provide support. Localogy piloted a new onboarding process with a few agents that included personalized outreach calls. This resulted in improved customer satisfaction, efficiency and sales. The document concludes by discussing plans to refine, scale and introduce the new onboarding approach more broadly while maintaining its positive impact.
This document discusses how AWeber uses customer profiling to improve their onboarding process. It explains that they gather both active and passive customer data to create personalized profiles. Active data includes information directly from customers, like location and goals. Passive data includes inferred details like online presence and technology used. These profiles allow AWeber to send customized onboarding emails, prioritize high-potential customers for support, and recommend integrations. The profiling approach improved key metrics like engagement and integration activation. Overall, the personalized onboarding helps customers succeed faster with AWeber's email marketing platform.
LOCALOGY ENGAGE 19: SMBs and KPIs - Sharing Data that Drives SuccessLocalogy
The document discusses research from four waves of surveys of small and medium businesses regarding their adoption of cloud-based services. Three key findings are discussed: 1) SMBs are steadily increasing their use of cloud-based services and cloud software is becoming the default, 2) SMBs see real benefits from moving to the cloud including increased productivity and ability to focus on growth, and 3) despite SMB demand, software developers are failing to fully capitalize on the opportunity to serve SMBs moving to cloud-based solutions.
LOCALOGY ENGAGE 19: Bringing Customer Feedback into Product DevelopmentLocalogy
Aksh Gupta is the founder and CEO of getOccasion.com, an online marketplace that has generated $100 million in gross payment volume and booked over 2.25 million reservations. The company has raised $1.5 million in investor financing and has a team of over 2.5 engineers serving 5,000 businesses across 30 verticals. GetOccasion provides businesses with tools to attract, retain, and re-engage customers including weekly royalty payments and a centralized intelligence report.
LOCALOGY ENGAGE 19: AI’s Impact on the B2B Customer JourneyLocalogy
An organization's ability to rapidly learn and apply that learning is a competitive advantage. AI can help B2B companies better understand customer journeys by removing blind spots in customer data. Topic modeling of social media data can reveal inaccurate assumptions about target audiences and engagement patterns, and identify overlooked opportunities to improve marketing campaigns, content, and product development. Granular audience insights from AI can optimize spending, engage the right customers, and develop trusted relationships at every stage of the customer journey.
Mono Solutions Webinar - The Engagement Challenge: Simple Steps for Improving...Localogy
The document summarizes a webinar presented by The Local Search Association on improving customer engagement and reducing churn for SMB SaaS products. Key points include:
1) While SMB use of cloud-based services is growing, over half still don't use any SaaS and 62% underutilize the software they purchase.
2) Better training, simpler products, and setting proper expectations can improve engagement and utilization.
3) Collecting feedback from partners and customers and closely observing how SMBs complete tasks helps build better products that minimize churn.
4) Proactive communication and support also aid engagement and reduce chances of customers switching to competitors.
LOCALOGY ENGAGE 19: The Best Companies and PE Firms are Focused on Engagement...Localogy
This document discusses how companies can focus on customer engagement and retention to drive optimal growth. It argues that improving retention is easier than maintaining rapid growth while fixing retention issues. The document provides examples from Hubspot of how focusing on customer success through strategies like sales compensation aligned with lifetime customer value can improve retention metrics like annual revenue retention above 100% and customer retention above 90%. It emphasizes defining and measuring key customer success indicators.
LOCALOGY ENGAGE 19: Turning Customers Into AdvocatesLocalogy
This document discusses strategies for turning customers into advocates by leveraging customer referrals and influencers. It provides examples of initiatives like a customer Facebook group, case studies from promoters, and targeted advertising to advocates. Data shows increasing referral incentives from $250 to $1000 drove more referrals. The presentation emphasizes empowering advocates to talk about the brand while also addressing any detractors.
This document discusses Localogy's efforts to improve their customer onboarding process through a more customer-centered approach. It describes how they conducted customer observations and interviews to better understand small business owners' needs and challenges. They identified key moments in a small business owner's journey and mapped this out to prioritize opportunities to provide support. Localogy piloted a new onboarding process with a few agents that included personalized outreach calls. This resulted in improved customer satisfaction, efficiency and sales. The document concludes by discussing plans to refine, scale and introduce the new onboarding approach more broadly while maintaining its positive impact.
This document discusses how AWeber uses customer profiling to improve their onboarding process. It explains that they gather both active and passive customer data to create personalized profiles. Active data includes information directly from customers, like location and goals. Passive data includes inferred details like online presence and technology used. These profiles allow AWeber to send customized onboarding emails, prioritize high-potential customers for support, and recommend integrations. The profiling approach improved key metrics like engagement and integration activation. Overall, the personalized onboarding helps customers succeed faster with AWeber's email marketing platform.
LOCALOGY ENGAGE 19: SMBs and KPIs - Sharing Data that Drives SuccessLocalogy
The document discusses research from four waves of surveys of small and medium businesses regarding their adoption of cloud-based services. Three key findings are discussed: 1) SMBs are steadily increasing their use of cloud-based services and cloud software is becoming the default, 2) SMBs see real benefits from moving to the cloud including increased productivity and ability to focus on growth, and 3) despite SMB demand, software developers are failing to fully capitalize on the opportunity to serve SMBs moving to cloud-based solutions.
LOCALOGY ENGAGE 19: Bringing Customer Feedback into Product DevelopmentLocalogy
Aksh Gupta is the founder and CEO of getOccasion.com, an online marketplace that has generated $100 million in gross payment volume and booked over 2.25 million reservations. The company has raised $1.5 million in investor financing and has a team of over 2.5 engineers serving 5,000 businesses across 30 verticals. GetOccasion provides businesses with tools to attract, retain, and re-engage customers including weekly royalty payments and a centralized intelligence report.
LOCALOGY ENGAGE 19: AI’s Impact on the B2B Customer JourneyLocalogy
An organization's ability to rapidly learn and apply that learning is a competitive advantage. AI can help B2B companies better understand customer journeys by removing blind spots in customer data. Topic modeling of social media data can reveal inaccurate assumptions about target audiences and engagement patterns, and identify overlooked opportunities to improve marketing campaigns, content, and product development. Granular audience insights from AI can optimize spending, engage the right customers, and develop trusted relationships at every stage of the customer journey.
BITZ BOOTCAMP DC: Welcome - Why Are You Here? Localogy
This document provides information about an event called "ENGAGE: SaaS/SMB" that is aimed at connecting local entrepreneurs, SaaS and marketing service providers. The event includes sessions on topics like managing reputation, finding customers, managing cash flow and hiring. It encourages attendees to engage in questions and discussions. The organizers want to hear challenges attendees have faced and questions service providers have. The goal is to start conversations and for attendees to network during sessions, breaks and a reception sponsored by event sponsors and exhibitors.
BITZ BOOTCAMP DC: The Modern Customer Journey - Be Found Where your Customers...Localogy
This document provides 5 key things for winning in marketing: listen to customers through online reviews which impact 93% of purchasing decisions; be real and authentic as 63% of consumers prefer brands they believe are authentic; tell your story as 92% of consumers want brands to tell them a story; be available to respond to customers within 5 minutes as 75% of consumers expect quick responses; and be consistent in your messaging and branding so people are more likely to remember your brand. The overall message is to focus on integrating the customer experience into your marketing strategy through these 5 things in order to succeed.
BITZ BOOTCAMP DC: Smart Service - Winning the Customer ExperienceLocalogy
This document discusses the importance of providing smart, contextual customer service across multiple channels in order to meet evolving customer expectations. It outlines the key aspects of customer service that customers now demand, including being smart/contextual, real-time, accessible wherever the customer is, easy to use, and fast. It then discusses tools and strategies for providing an omnichannel customer experience, such as live chat, social media/messaging, self-service portals, video chat, mobile apps, and artificial intelligence/chatbots. The document emphasizes the value of integrating these channels and technologies to give agents a full view of customer data and provide a seamless experience across any service channel.
BITZ BOOTCAMP DC: Managing Cash Flow/Profits (aka Why You Are in Business)Localogy
This document provides an overview of different funding options for small businesses looking to fuel growth. It discusses the pros and cons of traditional bank loans, merchant cash advances, crowdfunding, and business lines of credit. Key points covered include the time-consuming nature of bank loans, high fees but quick funding with merchant cash advances, challenges of running a crowdfunding campaign, and risks of carrying a balance with lines of credit. The document concludes by urging business owners to consider factors like timing, fees, necessary credit limit, and data control when deciding which funding is right for their needs.
Sanchez Williams, the Director of IT Operations at U2Cloud, identifies the five most frequent cybersecurity oversights for cloud services. These include: 1) not having antivirus protection on hosted servers, desktops, and applications; 2) leaving cloud-based firewalls unconfigured or with unnecessary open ports after development; 3) not utilizing two-factor authentication to prevent phishing and password compromises; 4) not properly testing backups which can leave companies vulnerable to ransomware attacks; and 5) failing to sufficiently educate staff who can fall victim to sophisticated phishing attacks.
Customers now expect businesses to engage with them on their terms through personalized interactions based on understanding their needs and expectations. However, most businesses still fall short in delivering this level of personalized customer experience according to a 2018 Salesforce study. FreshLime is a customer data platform that aims to help local service businesses better understand and engage customers for more meaningful interactions.
BITZ BOOTCAMP DC: CRM and Customer InsightsLocalogy
This document discusses the benefits of using a CRM (customer relationship management) system compared to relying only on spreadsheets and email for tracking customers. It notes that CRMs provide an all-encompassing customer view, team communications, analytics and reports, email automation, and sales process automation. It also outlines important factors to consider when choosing a CRM, such as whether it is purpose-built for SMBs, easy to use, has needed features, and offers support. The document cautions that CRM investments can still fail without proper setup, team buy-in, and training. Ultimately, it argues that a CRM standardizes processes to free up time for relationship building.
LSA19: The Location Factor — How Multi-Location Brands Win in SocialLocalogy
This document discusses how Ace Hardware, a hardware store franchise brand, implemented a localized social marketing strategy to better manage their large number of local store locations across social media. The strategy involved claiming and managing local store pages, responding to customer reviews and issues, and educating franchise owners. It helped Ace Hardware gain over 1 million new social media followers, maintain a high customer rating, and see nearly 1 in 4 franchisees participate. The keys to Ace Hardware's success included technology to simplify local management, buy-in from all levels of the organization, and promoting results to franchisees.
LSA19: Amazon — Shifting Purchase Behaviors and the Advertising MixLocalogy
This document discusses Amazon's shifting purchase behaviors and expanding advertising opportunities. It notes that Amazon Prime Now offers quick delivery and Amazon's Whole Foods 365 brand has become the second best-selling private label brand on Amazon. The document also highlights that Amazon comprised 44% of US ecommerce spending in 2017 and discusses Amazon's plans to continue investing in areas like Alexa, drone delivery, and expanding into healthcare. Finally, it summarizes that Amazon needs improvements to better compete in advertising, and clients are grappling with competing against Amazon's low prices, house brands, and growing advertising network.
Wendi Sturgis presented on creating a purpose driven culture at Yext. She discussed how Yext helps companies manage their digital knowledge across channels to better engage customers. Sturgis emphasized that Yext's customer success team aims to be the best in their industry by focusing on responsiveness, advocacy, and achieving high customer satisfaction scores and retention rates. The team engages customers through monthly surveys and showcases successful customer outcomes.
LSA19: The Science Behind Increasing Customer RetentionLocalogy
The document discusses strategies for increasing customer retention rates based on analysis of data from 200,000 small and medium-sized businesses over 3 years. Key findings include: 1) SMBs that purchase more products and services from a channel partner have higher retention rates. 2) Bundling new products with existing offerings increases retention by 49%. 3) Highly engaged SMBs that interact once per day have a 95% retention rate over 3 years, 151% higher than rarely engaged SMBs. Providing marketing services also increases retention significantly. Focusing on specific industry verticals leads to a 34% increase in retention rates compared to generalists.
LSA19: The Role of Organic Content in the Consumer Buying JourneyLocalogy
The document discusses the role of organic content throughout the consumer buying journey, which is no longer linear but involves awareness, consideration, decision, and loyalty stages. It provides examples of content types like blog posts, videos, and social media posts that can engage consumers at each stage, from initially generating awareness to building long-term loyalty. The goal is to turn consumers into customers and then loyal advocates by addressing their needs with high-quality, strategic content.
LSA19: Secrets of Marketing to Millennial Business Owners & Decision MakersLocalogy
This document discusses marketing strategies for attracting millennial business owners and decision makers. It defines millennials as those born between 1982-2000, who will make up 50% of the workforce by 2020. As business owners, millennials are launching businesses at younger ages and higher rates than previous generations. The document recommends that marketers communicate with millennials through more contemporary methods like texting, social media, and shared experiences, rather than traditional methods like phone calls and meetings. It also suggests allowing millennials to self-serve through online portals and free trials, and to share information to educate and coach them rather than directly selling. The goal is to understand millennials' businesses and preferences in order to attract and retain their business.
LSA19: What Europe Can Teach U.S. Companies About Location and Data Privacy W...Localogy
The document summarizes a workshop on data privacy that took place from February 25-27, 2019 in Dana Point, California. It included sessions on what Europe can teach US companies about location data and privacy, and what makes the EU's General Data Protection Regulation (GDPR) effective. One session provided an overview of the history and key aspects of the GDPR, including the rights it provides to individuals and obligations it places on companies that process personal data. Another case study example explored different scenarios around collecting and processing audience measurement data and the rules that would apply in each scenario.
LSA19: Engineering the Experience — Take Control of the Customer JourneyLocalogy
The document discusses engineering the customer experience by taking control of the customer journey. It emphasizes that customer experience management separates superior brands from inferior ones. An engineered customer experience (1) controls the brand's voice and image, (2) addresses customers' needs at the right time, (3) creates an effortless experience, (4) increases conversion rates, (5) leaves a positive impression, and (6) increases positive word of mouth. The document uses the failed Fyre Festival as an example of what happens when the customer experience is not properly engineered. It provides steps to understand customers, map their touchpoints, optimize the experience, and test the engineered experience.
LSA19: Speed to Insight — How AI Will Change Your OrganizationLocalogy
The document discusses how AI will change organizations by automating insights, augmenting decision making, and automating decisions. It provides examples of how AI is being used in market research and by CPG companies to personalize consumer experiences and drive operational efficiency. AI allows for faster, more granular insights about consumer segments in order to optimize marketing efforts. Case studies demonstrate how AI can be used to improve targeting, testing, and sales optimization through in-flight audience creation and predictive modeling. The key benefits are summarized as measuring everything, driving personalization through AI, applying and experimenting with AI tools, and implementing augmented decision making.
LSA19: How to Leverage the Power of Connected SMB Customer DataLocalogy
1) The document discusses how connecting customer data can help small and medium-sized businesses (SMBs) by providing a more complete view of customers to better understand their needs and increase repeat purchases and loyalty.
2) It notes that loyal customers are much more profitable than single-purchase customers, and that maximizing customer lifetime value should be a top priority by focusing on customer retention and moving leads to repeat purchases.
3) The case studies presented show how connecting customer data allowed companies to decrease time between first and second purchases significantly, increase profit margins, and generate more revenue and profits from existing customers.
LSA19: Brand2Local Case Study — Goldfish Swim SchoolLocalogy
Scorpion is a digital marketing agency that has been in business for 17 years with over 600 employees and nearly $200 million in annual revenue. They help franchise brands like Goldfish Swim School, a chain of 85 swim schools across North America, address challenges like quickly deploying and measuring new customer acquisition campaigns at scale across distributed franchise locations. Scorpion executes locally targeted digital marketing campaigns across multiple channels for each Goldfish location and has driven a 30% increase in brand search and 40,000 new clients for Goldfish at a cost of under $20 per acquisition.
LSA19: Attracting, Empowering & Scaling Your 'A' TeamLocalogy
This document provides tips for building a successful sales organization by educating salespeople rigorously, making the work competitive, and inspiring leadership. It recommends finding top performers to lift up as leaders, rewarding performance, creating a structured and scalable sales process, and encouraging career advancement. Maintaining low call volumes demonstrates work ethic while low call-to-appointment and close rates that improve with tenure can be addressed with additional pitch training, enthusiasm from salespeople, and listening to calls.
LSA19: Getting the Most Out of the GMB APILocalogy
This document summarizes the Google My Business API, including:
- The API allows management of GMB account and listing information, reviews, posts, menus, insights, and more.
- It has gone through 9 releases in 4 years, adding new capabilities over time.
- Major benefits include building your own GMB dashboard, speeding up and scaling business data management, and better serving clients.
BITZ BOOTCAMP DC: Welcome - Why Are You Here? Localogy
This document provides information about an event called "ENGAGE: SaaS/SMB" that is aimed at connecting local entrepreneurs, SaaS and marketing service providers. The event includes sessions on topics like managing reputation, finding customers, managing cash flow and hiring. It encourages attendees to engage in questions and discussions. The organizers want to hear challenges attendees have faced and questions service providers have. The goal is to start conversations and for attendees to network during sessions, breaks and a reception sponsored by event sponsors and exhibitors.
BITZ BOOTCAMP DC: The Modern Customer Journey - Be Found Where your Customers...Localogy
This document provides 5 key things for winning in marketing: listen to customers through online reviews which impact 93% of purchasing decisions; be real and authentic as 63% of consumers prefer brands they believe are authentic; tell your story as 92% of consumers want brands to tell them a story; be available to respond to customers within 5 minutes as 75% of consumers expect quick responses; and be consistent in your messaging and branding so people are more likely to remember your brand. The overall message is to focus on integrating the customer experience into your marketing strategy through these 5 things in order to succeed.
BITZ BOOTCAMP DC: Smart Service - Winning the Customer ExperienceLocalogy
This document discusses the importance of providing smart, contextual customer service across multiple channels in order to meet evolving customer expectations. It outlines the key aspects of customer service that customers now demand, including being smart/contextual, real-time, accessible wherever the customer is, easy to use, and fast. It then discusses tools and strategies for providing an omnichannel customer experience, such as live chat, social media/messaging, self-service portals, video chat, mobile apps, and artificial intelligence/chatbots. The document emphasizes the value of integrating these channels and technologies to give agents a full view of customer data and provide a seamless experience across any service channel.
BITZ BOOTCAMP DC: Managing Cash Flow/Profits (aka Why You Are in Business)Localogy
This document provides an overview of different funding options for small businesses looking to fuel growth. It discusses the pros and cons of traditional bank loans, merchant cash advances, crowdfunding, and business lines of credit. Key points covered include the time-consuming nature of bank loans, high fees but quick funding with merchant cash advances, challenges of running a crowdfunding campaign, and risks of carrying a balance with lines of credit. The document concludes by urging business owners to consider factors like timing, fees, necessary credit limit, and data control when deciding which funding is right for their needs.
Sanchez Williams, the Director of IT Operations at U2Cloud, identifies the five most frequent cybersecurity oversights for cloud services. These include: 1) not having antivirus protection on hosted servers, desktops, and applications; 2) leaving cloud-based firewalls unconfigured or with unnecessary open ports after development; 3) not utilizing two-factor authentication to prevent phishing and password compromises; 4) not properly testing backups which can leave companies vulnerable to ransomware attacks; and 5) failing to sufficiently educate staff who can fall victim to sophisticated phishing attacks.
Customers now expect businesses to engage with them on their terms through personalized interactions based on understanding their needs and expectations. However, most businesses still fall short in delivering this level of personalized customer experience according to a 2018 Salesforce study. FreshLime is a customer data platform that aims to help local service businesses better understand and engage customers for more meaningful interactions.
BITZ BOOTCAMP DC: CRM and Customer InsightsLocalogy
This document discusses the benefits of using a CRM (customer relationship management) system compared to relying only on spreadsheets and email for tracking customers. It notes that CRMs provide an all-encompassing customer view, team communications, analytics and reports, email automation, and sales process automation. It also outlines important factors to consider when choosing a CRM, such as whether it is purpose-built for SMBs, easy to use, has needed features, and offers support. The document cautions that CRM investments can still fail without proper setup, team buy-in, and training. Ultimately, it argues that a CRM standardizes processes to free up time for relationship building.
LSA19: The Location Factor — How Multi-Location Brands Win in SocialLocalogy
This document discusses how Ace Hardware, a hardware store franchise brand, implemented a localized social marketing strategy to better manage their large number of local store locations across social media. The strategy involved claiming and managing local store pages, responding to customer reviews and issues, and educating franchise owners. It helped Ace Hardware gain over 1 million new social media followers, maintain a high customer rating, and see nearly 1 in 4 franchisees participate. The keys to Ace Hardware's success included technology to simplify local management, buy-in from all levels of the organization, and promoting results to franchisees.
LSA19: Amazon — Shifting Purchase Behaviors and the Advertising MixLocalogy
This document discusses Amazon's shifting purchase behaviors and expanding advertising opportunities. It notes that Amazon Prime Now offers quick delivery and Amazon's Whole Foods 365 brand has become the second best-selling private label brand on Amazon. The document also highlights that Amazon comprised 44% of US ecommerce spending in 2017 and discusses Amazon's plans to continue investing in areas like Alexa, drone delivery, and expanding into healthcare. Finally, it summarizes that Amazon needs improvements to better compete in advertising, and clients are grappling with competing against Amazon's low prices, house brands, and growing advertising network.
Wendi Sturgis presented on creating a purpose driven culture at Yext. She discussed how Yext helps companies manage their digital knowledge across channels to better engage customers. Sturgis emphasized that Yext's customer success team aims to be the best in their industry by focusing on responsiveness, advocacy, and achieving high customer satisfaction scores and retention rates. The team engages customers through monthly surveys and showcases successful customer outcomes.
LSA19: The Science Behind Increasing Customer RetentionLocalogy
The document discusses strategies for increasing customer retention rates based on analysis of data from 200,000 small and medium-sized businesses over 3 years. Key findings include: 1) SMBs that purchase more products and services from a channel partner have higher retention rates. 2) Bundling new products with existing offerings increases retention by 49%. 3) Highly engaged SMBs that interact once per day have a 95% retention rate over 3 years, 151% higher than rarely engaged SMBs. Providing marketing services also increases retention significantly. Focusing on specific industry verticals leads to a 34% increase in retention rates compared to generalists.
LSA19: The Role of Organic Content in the Consumer Buying JourneyLocalogy
The document discusses the role of organic content throughout the consumer buying journey, which is no longer linear but involves awareness, consideration, decision, and loyalty stages. It provides examples of content types like blog posts, videos, and social media posts that can engage consumers at each stage, from initially generating awareness to building long-term loyalty. The goal is to turn consumers into customers and then loyal advocates by addressing their needs with high-quality, strategic content.
LSA19: Secrets of Marketing to Millennial Business Owners & Decision MakersLocalogy
This document discusses marketing strategies for attracting millennial business owners and decision makers. It defines millennials as those born between 1982-2000, who will make up 50% of the workforce by 2020. As business owners, millennials are launching businesses at younger ages and higher rates than previous generations. The document recommends that marketers communicate with millennials through more contemporary methods like texting, social media, and shared experiences, rather than traditional methods like phone calls and meetings. It also suggests allowing millennials to self-serve through online portals and free trials, and to share information to educate and coach them rather than directly selling. The goal is to understand millennials' businesses and preferences in order to attract and retain their business.
LSA19: What Europe Can Teach U.S. Companies About Location and Data Privacy W...Localogy
The document summarizes a workshop on data privacy that took place from February 25-27, 2019 in Dana Point, California. It included sessions on what Europe can teach US companies about location data and privacy, and what makes the EU's General Data Protection Regulation (GDPR) effective. One session provided an overview of the history and key aspects of the GDPR, including the rights it provides to individuals and obligations it places on companies that process personal data. Another case study example explored different scenarios around collecting and processing audience measurement data and the rules that would apply in each scenario.
LSA19: Engineering the Experience — Take Control of the Customer JourneyLocalogy
The document discusses engineering the customer experience by taking control of the customer journey. It emphasizes that customer experience management separates superior brands from inferior ones. An engineered customer experience (1) controls the brand's voice and image, (2) addresses customers' needs at the right time, (3) creates an effortless experience, (4) increases conversion rates, (5) leaves a positive impression, and (6) increases positive word of mouth. The document uses the failed Fyre Festival as an example of what happens when the customer experience is not properly engineered. It provides steps to understand customers, map their touchpoints, optimize the experience, and test the engineered experience.
LSA19: Speed to Insight — How AI Will Change Your OrganizationLocalogy
The document discusses how AI will change organizations by automating insights, augmenting decision making, and automating decisions. It provides examples of how AI is being used in market research and by CPG companies to personalize consumer experiences and drive operational efficiency. AI allows for faster, more granular insights about consumer segments in order to optimize marketing efforts. Case studies demonstrate how AI can be used to improve targeting, testing, and sales optimization through in-flight audience creation and predictive modeling. The key benefits are summarized as measuring everything, driving personalization through AI, applying and experimenting with AI tools, and implementing augmented decision making.
LSA19: How to Leverage the Power of Connected SMB Customer DataLocalogy
1) The document discusses how connecting customer data can help small and medium-sized businesses (SMBs) by providing a more complete view of customers to better understand their needs and increase repeat purchases and loyalty.
2) It notes that loyal customers are much more profitable than single-purchase customers, and that maximizing customer lifetime value should be a top priority by focusing on customer retention and moving leads to repeat purchases.
3) The case studies presented show how connecting customer data allowed companies to decrease time between first and second purchases significantly, increase profit margins, and generate more revenue and profits from existing customers.
LSA19: Brand2Local Case Study — Goldfish Swim SchoolLocalogy
Scorpion is a digital marketing agency that has been in business for 17 years with over 600 employees and nearly $200 million in annual revenue. They help franchise brands like Goldfish Swim School, a chain of 85 swim schools across North America, address challenges like quickly deploying and measuring new customer acquisition campaigns at scale across distributed franchise locations. Scorpion executes locally targeted digital marketing campaigns across multiple channels for each Goldfish location and has driven a 30% increase in brand search and 40,000 new clients for Goldfish at a cost of under $20 per acquisition.
LSA19: Attracting, Empowering & Scaling Your 'A' TeamLocalogy
This document provides tips for building a successful sales organization by educating salespeople rigorously, making the work competitive, and inspiring leadership. It recommends finding top performers to lift up as leaders, rewarding performance, creating a structured and scalable sales process, and encouraging career advancement. Maintaining low call volumes demonstrates work ethic while low call-to-appointment and close rates that improve with tenure can be addressed with additional pitch training, enthusiasm from salespeople, and listening to calls.
LSA19: Getting the Most Out of the GMB APILocalogy
This document summarizes the Google My Business API, including:
- The API allows management of GMB account and listing information, reviews, posts, menus, insights, and more.
- It has gone through 9 releases in 4 years, adding new capabilities over time.
- Major benefits include building your own GMB dashboard, speeding up and scaling business data management, and better serving clients.
Discovering Digital Process Twins for What-if Analysis: a Process Mining Appr...Marlon Dumas
This webinar discusses the limitations of traditional approaches for business process simulation based on had-crafted model with restrictive assumptions. It shows how process mining techniques can be assembled together to discover high-fidelity digital twins of end-to-end processes from event data.