Leading businesses of all sizes, both startup and mature enterprises depend upon analytics to be successful. However, traditional analytics don't tell us the whole story of the customer journey. They do a great job of describing what customers do, but fall short in helping us discover and explain why they do it. Combining quantitative analytics with qualitative journey-based, insights gives businesses the insights they need to understand what motivates customer behaviors and desired outcomes.
In this talk, Christopher Bevel, Owner, Bevelroom Consulting shares his tips for how to combine analytics with voice-of-customer insights to inform strategy.
What is covered:
Data to Insights: Why it is important to have different skillsets for combining quantitative ('what') and qualitative ('why') data for a more holistic set of insights
Examples of combining digital analytics with VOC to inform business strategy and improve customer experiences.
Bringing data to life through customer data stories
More Value, Better Clients, Bigger Budgets: Moving Beyond the Basics of Inbound Kula Partners
As inbound agencies, we all know how to create value for our clients through traditional top of funnel ebook offers and lead nurturing. But what about alternative methods for driving client results and growing your retainers? Does your agency look for new ways to generate and close leads for your clients that are different from the norm?
The right team structure can unlock additional revenue today, without more people, marketing spend, or additional leads. Whether you call it sales development (SDR), business development (BDR), or lead qualification (LQ), building the team can accelerate revenue from both your inbound and outbound efforts. In this webinar, you’ll learn: How you can turn your inbound marketing leads into revenue growths, How you can improve your outbound/self-sourced sales leads, Best practices for building, measuring, incenting and equipping an SDR team that can unlock sales growth.
Whether your looking to build a new SDR team or optimize the team you already have, join Mike Plante and Tom Pilkington for this must-see webinar.
Best Practices in Business Development Success Magic Logix
It’s no secret that in today’s world, to achieve success, companies need to apply a variety of business development strategies. That’s because it is essential for enterprises to stay current, as their competitors may already utilize many of these strategies to increase their revenue and market share.
But these strategies are numerous, and not all of them may be effective.
More Value, Better Clients, Bigger Budgets: Moving Beyond the Basics of Inbound Kula Partners
As inbound agencies, we all know how to create value for our clients through traditional top of funnel ebook offers and lead nurturing. But what about alternative methods for driving client results and growing your retainers? Does your agency look for new ways to generate and close leads for your clients that are different from the norm?
The right team structure can unlock additional revenue today, without more people, marketing spend, or additional leads. Whether you call it sales development (SDR), business development (BDR), or lead qualification (LQ), building the team can accelerate revenue from both your inbound and outbound efforts. In this webinar, you’ll learn: How you can turn your inbound marketing leads into revenue growths, How you can improve your outbound/self-sourced sales leads, Best practices for building, measuring, incenting and equipping an SDR team that can unlock sales growth.
Whether your looking to build a new SDR team or optimize the team you already have, join Mike Plante and Tom Pilkington for this must-see webinar.
Best Practices in Business Development Success Magic Logix
It’s no secret that in today’s world, to achieve success, companies need to apply a variety of business development strategies. That’s because it is essential for enterprises to stay current, as their competitors may already utilize many of these strategies to increase their revenue and market share.
But these strategies are numerous, and not all of them may be effective.
This talk by Steven Groen, Customer Success Manager at HubSpot, will help you understand how to use HubSpot and automation to nurture leads closer to a sale.
CASE STUDY: How Pega used the changing B2B buyer journey and persona's to tra...B2B Marketing
B2B SUMMIT 2014 - CASE STUDY: How Pega used the changing B2B buyer journey and persona's to transform the way we engage with our customers and prospects.
Wish to know how 'Winfluencer Marketing' increase ROI? You will find this deck presented by Alok Dalvi, Lead – Digital Marketing, Customer Acquisition & Branding, Wipro during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
My view on 7 fundamental pillars of marketing.
1. Mindset - always be helping
2. Usefulness - marketing so useful people would pay for it
3. Trio of Owned, Earned, Paid Media
4. Marketing Automation
5. "Smarketing" - Integrated Sales & Marketing team
6. Continuous Measurement, Testing & Optimization
7. Product that markets itself
Content marketing For Marketing Automation DemandGen
Trying to connect the dots between Content Marketing and Marketing Automation? Join DemandGen for another exploration of B2B Marketing Automation best practice. This webcast will be looking at the relationship between Content Marketing and Marketing Automation. We’ve put together another panel of smart b2b practitioners. This month’s insights are provided by Doug Kessler of Velocity Partners, author of The B2B Content Marketing Workbook and Bob Apollo, founder of Inflexion-Point, B2B Sales and Marketing Performance Improvement specialists.
We’ll be taking a closer look at the relationship between Marketing Automation and Content Marketing:
- Rules of thought leadership
- Aligning content to the buying cycle
- Best practices: Building an integrated content marketing strategy with Marketing Automation tools
- B2B content marketing examples and successes
- Measuring the results
How to Automate B2B Lead Generation. Describes two types of lead generation - Inbound Lead Generation and Outbound Lead Generation. Identifies tools you can use to automate lead generation - from pay-per-click ads to marketing automation systems.
ToFu, MoFu, BoFu: Content Marketing and Its Role in the Sales FunnelDOZ.com
No matter where a salesperson finds themselves in the sales funnel there is a role for content marketing. Whether it's attracting qualified prospects with fun, interesting, and shareable content at the ToFu stage, educating and informing prospects with longform content at the MoFu stage, or converting those prospects at the BoFu stage, content marketing can deliver for salespeople. This SlideShare not only explains how the funnel works, but what content should do and even what content to employ at each stage.
11 Tactics for Early Growth & Acquisition - FounderFuel, Fall 2015 CohortGeorgiana Laudi
11 ideas for growth and acquisition for early stage startups. Typically these are things that can be done with very little budget. This presentation was given to the Fall 2015 FounderFuel cohort.
Do you know the average life expectancy of today's CMO is a little over a year and a half? Shocking? Not really when you consider the current economic climate. Marketing as a practice is evolving and so are the strategies and technologies available.
Changes over the last decade and the recent economic situations have led businesses to new directions. Marketers and Small Business Owners are being charged with doing more for less and generating greater results than ever before. The internet has forever changed the way we interact with and market to customers.
Startup Customer Acquisition - Marketing Channels for StartupsIvan Lim
My Startup Customer Acquisition presentation given to the AngelCube Startup Accelerator teams for 2013.
I give an overview of the various startup customer acquisition channels available as well as pros and cons of each channel. We cover things such as PPC, SEO, Facebook ads, Retargeting, Email, Business Development and Growth Hacking.
I also jump into the importance of building great marketing systems so that founders can fire themselves from the process and scale up fast.
Startup founders looking to make their first senior marketing hire often struggle to define what it is that a startup marketer does. Startup marketing is more that just blogging and content, it's bigger than growth hacking and it goes beyond PR. This presentation attempts to show the full spectrum of everything that a head of marketing at a startup does.
Finding the most important ingredient in CXPete Durant
What happens when everyone has a good Customer Experience? What is the thing that'll make you stand apart and make you last? Find out in this #CEW experience
This talk by Steven Groen, Customer Success Manager at HubSpot, will help you understand how to use HubSpot and automation to nurture leads closer to a sale.
CASE STUDY: How Pega used the changing B2B buyer journey and persona's to tra...B2B Marketing
B2B SUMMIT 2014 - CASE STUDY: How Pega used the changing B2B buyer journey and persona's to transform the way we engage with our customers and prospects.
Wish to know how 'Winfluencer Marketing' increase ROI? You will find this deck presented by Alok Dalvi, Lead – Digital Marketing, Customer Acquisition & Branding, Wipro during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
My view on 7 fundamental pillars of marketing.
1. Mindset - always be helping
2. Usefulness - marketing so useful people would pay for it
3. Trio of Owned, Earned, Paid Media
4. Marketing Automation
5. "Smarketing" - Integrated Sales & Marketing team
6. Continuous Measurement, Testing & Optimization
7. Product that markets itself
Content marketing For Marketing Automation DemandGen
Trying to connect the dots between Content Marketing and Marketing Automation? Join DemandGen for another exploration of B2B Marketing Automation best practice. This webcast will be looking at the relationship between Content Marketing and Marketing Automation. We’ve put together another panel of smart b2b practitioners. This month’s insights are provided by Doug Kessler of Velocity Partners, author of The B2B Content Marketing Workbook and Bob Apollo, founder of Inflexion-Point, B2B Sales and Marketing Performance Improvement specialists.
We’ll be taking a closer look at the relationship between Marketing Automation and Content Marketing:
- Rules of thought leadership
- Aligning content to the buying cycle
- Best practices: Building an integrated content marketing strategy with Marketing Automation tools
- B2B content marketing examples and successes
- Measuring the results
How to Automate B2B Lead Generation. Describes two types of lead generation - Inbound Lead Generation and Outbound Lead Generation. Identifies tools you can use to automate lead generation - from pay-per-click ads to marketing automation systems.
ToFu, MoFu, BoFu: Content Marketing and Its Role in the Sales FunnelDOZ.com
No matter where a salesperson finds themselves in the sales funnel there is a role for content marketing. Whether it's attracting qualified prospects with fun, interesting, and shareable content at the ToFu stage, educating and informing prospects with longform content at the MoFu stage, or converting those prospects at the BoFu stage, content marketing can deliver for salespeople. This SlideShare not only explains how the funnel works, but what content should do and even what content to employ at each stage.
11 Tactics for Early Growth & Acquisition - FounderFuel, Fall 2015 CohortGeorgiana Laudi
11 ideas for growth and acquisition for early stage startups. Typically these are things that can be done with very little budget. This presentation was given to the Fall 2015 FounderFuel cohort.
Do you know the average life expectancy of today's CMO is a little over a year and a half? Shocking? Not really when you consider the current economic climate. Marketing as a practice is evolving and so are the strategies and technologies available.
Changes over the last decade and the recent economic situations have led businesses to new directions. Marketers and Small Business Owners are being charged with doing more for less and generating greater results than ever before. The internet has forever changed the way we interact with and market to customers.
Startup Customer Acquisition - Marketing Channels for StartupsIvan Lim
My Startup Customer Acquisition presentation given to the AngelCube Startup Accelerator teams for 2013.
I give an overview of the various startup customer acquisition channels available as well as pros and cons of each channel. We cover things such as PPC, SEO, Facebook ads, Retargeting, Email, Business Development and Growth Hacking.
I also jump into the importance of building great marketing systems so that founders can fire themselves from the process and scale up fast.
Startup founders looking to make their first senior marketing hire often struggle to define what it is that a startup marketer does. Startup marketing is more that just blogging and content, it's bigger than growth hacking and it goes beyond PR. This presentation attempts to show the full spectrum of everything that a head of marketing at a startup does.
Finding the most important ingredient in CXPete Durant
What happens when everyone has a good Customer Experience? What is the thing that'll make you stand apart and make you last? Find out in this #CEW experience
Whether it's the wide availability of new technologies or the ever fluctuating economy, change is inevitable. It can feel overwhelming to any marketer trying to make the best, most effective choices for their organization. Every organization has limited resources, and choosing how to spend them is among the most important tasks facing arts marketers today.
In this workshop, Deborah Obalil, Principal at Obalil & Associates, will provide participants with the tools to practice 360 degree marketing, synchronizing all your efforts for greatest effect regardless if your budget is $5,000 or $500,000.
Marketing Analytics: The Secret To Your Business SuccessKavika Roy
https://www.datatobiz.com/blog/marketing-analytics-for-business-success/
Monitoring websites to track the success of a business is a culture and has since become a practice. It is usually interpreted that if the graph is good, the business is on the road to success and this somehow leads to significant aspects being neglected. Now, you must be wondering why so? This is a fact though, that simply by analyzing your website, you might just never be able to reach potential leads or evaluate the conversion rate of your potential customers or maybe even understand what is actually desired of your product to fulfill the demands of the market. Marketing analytics fills in the blank here and is the answer to all the forecasting you have been doing to date based on the evidence only. Implementing marketing analytics is what is to be learned now.
When it comes to analytics there are people who will behave as if it doesn’t matter. But it sure does. Smart people across the globe are investing in this science so as to improve campaigns and gain insights. Data from HBR (2015) shows various ways in which marketing analytics is being used by different companies.
Essential Elements & Execution of a Comprehensive Right Brain/Left Brain Mark...SmartTouch Interactive
As seen at IBS 2019:
Two industry-leading experts Robert Cowes and Dave Miles provide a step-by-step guide for creating a foolproof marketing plan that combines the engaging power of the creative right and the data-driven approach of the analytical left.
Tycoon created this presentation specifically for participants in New York's Startup Weekend Global Fashion Battle on September 5-7 2014. As dedicated sponsors in this amazing event, Tycoon covers business and marketing fundamentals such as the elevator pitch, customer empathy map, customer decision journey, marketing map and key performance indicators.
Our research found that most people define their ideal experience in terms of relevance — getting the information they need quickly and ensuring that they are remembered between and during engagements with a brand. Yet despite customer experience being a top priority for the C-suite, few organizations have a coherent strategy that aligns customer experience against business strategy and then across departments.
Our research found that the key is to use relationships as the foundation for a next-generation customer experience strategy, with touchpoints and journeys remaining practical necessities. The strategy must prioritize experiences that create relevance in the relationship that in the end drives business results. To develop the strategy itself, start by understanding the maturity of your experience strategy formulation and execution capabilities.
From there, the strategy process has four components:
• Understand the next generation customer on a continuous basis.
• Create a vision and guiding principles that connect experience to relationships.
• Prioritize experience initiatives for relevance.
• Align the organization for execution.
To download the full report at no cost, visit http://bit.ly/altimeter-exp-strategy
5 Tips to Create Successful Content in the COVID-19 | GMA WebinarsGraceChong37
The 1st in Asia | Growth Marketing Academy
🙌🏻Register for FREE and watch the recording whenever you’re FREE!🙌🏻
👉🏻Join Now: https://bit.ly/3kUligs
【5 Tips to Create Successful Content in the COVID-19 Era Like The Economist】
✍🏻What will I learn…
1.How to optimize your content marketing efforts in the harsh period
2.How to communicate effectively with customers and find the right balance between “tone-deaf” and “COVID-fatigue”
3.How businesses can stay relevant, emerging at the end of this crisis as winners
4.Current examples from The Economist to showcase these skills
👨🏻💼Meet Our Speaker - Alice
Alice is the Head of marketing in APAC, Content Solutions, at The Economist. She oversees the strategy and amplifications for content marketing campaigns in the region. She is in charge of social media, email marketing, and PR of sponsored campaigns, and she works closely with the advertising and events team on integrated projects. She has led amplification efforts for successful integrated programmes such as the Safe Cities Index.
🐾We will update the webinars, if you want to get more marketing knowledge, please subscribe to our channel!
👉🏻 learn more: https://www.growthmarketer.academy/
Monitoring & Measuring Social Media - A Practical GuideSpiral16
http://spiral16.com Internet and social media monitoring can yield valuable insight and actionable intelligence that drives business forward. One of the most common applications for social listening and measurement is brand management, but there's so much more to be gained in so many different areas.
This presentation from Eric Melin of Spiral16, given at the Helzberg Entrepreneurial Mentoring Program (HEMP) Retreat on Nov. 15, 2013, spotlights the basics of social listening and measuring for a number of different uses, including competitive intelligence, industry research, market research, lead generation, customer service, crisis management, and campaign/product/service monitoring. Each practical application has a case study/example to make it easier to apply the concepts to your own business.
There is no one-size-fits all solution for social media ROI, so each company has to take a customized approach based on their own specific goals and objectives. Tying your social media program into the business goals of your company or brand is the foundation for success. Companies today simply cannot survive without metrics, objectives, analytics data and actionable information.
Find out what kind of opportunities there are for your brand, agency, or business in the wide-open field of Internet tracking and social media monitoring.
Building Your Online Strategy
Yean Cheong, eMitch, is a true integrated marketer with the ability to develop digital strategies in synergy with other media, delivering optimal through-the-line results to clients. Yean is currently the Digital Strategy Director at Mitchell Communications Group - Australia's largest media company.
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Abstract — Levelwise PageRank is an alternative method of PageRank computation which decomposes the input graph into a directed acyclic block-graph of strongly connected components, and processes them in topological order, one level at a time. This enables calculation for ranks in a distributed fashion without per-iteration communication, unlike the standard method where all vertices are processed in each iteration. It however comes with a precondition of the absence of dead ends in the input graph. Here, the native non-distributed performance of Levelwise PageRank was compared against Monolithic PageRank on a CPU as well as a GPU. To ensure a fair comparison, Monolithic PageRank was also performed on a graph where vertices were split by components. Results indicate that Levelwise PageRank is about as fast as Monolithic PageRank on the CPU, but quite a bit slower on the GPU. Slowdown on the GPU is likely caused by a large submission of small workloads, and expected to be non-issue when the computation is performed on massive graphs.
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5. 2: Emotions and
intuition drive
decisions, as well
as logic.
Neuroscience indicates that emotions
outweigh our conscious rational mind in
decision making.
6. 3: Experiences
are the new
product.
Brands that lead on customer experience
outperform competitors on key metrics
ranging the entire journey from revenue
and return on ad spend to retention and
advocacy.
Sources: Forrester/Adobe - The Business Impact of Investing in Customer Experience; Millennials: Fueling the Experience Economy
Millennials are increasingly spending time and
money on experiences, from concerts and social
events to camping. They desire meaningful,
experiences they can create and share.
7. Creating great
experiences
requires a deep
understanding of the
customer’s journey.
Analytics
answers:
WHAT, WHO,
HOW, WHEN
VOC answers:
WHY
(motivation, perception)
8. Journey Mapping
• Qualitative research method
• Customer point of view
• Key moments and emotional
drivers
• Discover opportunities
Data storytelling
What are the differences between analytics and VOC
Analytics is quantitative, secondary data, generated as a result of running the business. Usually represented in numerical reports and dashboards.
VOC is qualitative, primary data generated more on an as-needed basic (or never at all). Can take many forms. A journey map is a great example.
The main point is that both are data and when combined can produce a more complete set of insights about customers to inform business strategy and product development.
The first reason is that analytics alone don’t explain the customer journey.
This is because analytics can describe and explain what and how customers behave, but not why.
So analytics alone doesn’t reveal the underlying motivations that lead customers toward engaging with your brand.
Example: purchase path for e-commerce, or a B2B service.
It is important to understand these motivations in order to optimize experiences and marketing performance.
You have to get to know your customers. Put yourself into their shows, into their lives.
This is true for businesses of all sizes, from startup to enterprise.
Paul Graham: founder of Y Combinator: Go to your customers.
A second reason relates to what drives our behavior, and customer purchasing decisions.
Neuroscience teaches us that people make decisions based largely on emotion and intuition (gut feeling), in addition to considering facts.
Logos = facts and rationale, Pathos= emotions, Ethos = credibility, trust
Many business models are built largely on trust. Trust is an emotion, that can’t easily be measured through analytics.
Example: e-commerce, Amazon, AirBnB, to name a few.
Example: AirBnB – how do you convince wary consumers to trust in a home sharing?
Emotions also drive business decisions. Consider the last time you were pitching your project using data.
Example: using a customer story to convince executives to invest in a project
If you are interested in learning more about how our brains works, and how we make decisions, these are two great books.
A third reason is that more and more people buy experiences, not products.
Creating great experiences depends on a deep understanding of the customer and her journey.
Brands that invest in CX outperform their competition.
This is especially true of millennials, our biggest consumer segment.
Do you what the fastest growing segment of camping is?
Example: consider why AirBnB is investing in experiences. They did a lot of consumer research prior to launch.
Millennials: Fueling the Experience Economy
https://eventbrite-s3.s3.amazonaws.com/marketing/Millennials_Research/Gen_PR_Final.pdf
Millennials prefer experiences over stuff.
When it comes to money, ‘experiences’ trump ‘things’: More than 3 in 4 millennials (78%) would choose to spend money on a desirable experience or event over buying something desirable, and 55% of millennials say they’re spending more on events and live experiences than ever before.
72% say they’d like to increase their spending on experiences rather than physical things in the next year, pointing to a move away from materialism and a growing appetite for real-life experiences.
Experiences help shape identity & create life-long memories: Nearly 8 in 10 (77%) millennials say some of their best memories are from an event or live experience they attended or participated in. 69% believe attending live events and experiences make them more connected to other people, the community, and the world.
FOMO drives millennials’ experiential appetite: Nearly 7 in 10 (69%) millennials experience FOMO. In a world where life experiences are broadcasted across social media, the fear of missing out drives millennials to show up, share and engage.
Americans overall are dedicating more income to experiences: Millennials don’t hold the exclusive: the demand for live experiences is happening across the generational board. Since 1987, the share of consumer spending on live experiences and events relative to total U.S. consumer spending increased 70%. People want to experience more, and businesses are evolving and entering the market to meet that demand.
So, creating, marketing and serving great experiences requires a deep understanding of our customers and their journey.
Analytics alone cannot provide all the answers.
So how do we build a deep understanding of our customers? A great method for this is journey mapping.
Qualitative observations of actual customers
Journey maps are inherently visual as they document the customer’s thoughts, feelings, key moments and interactions along their journey of interacting with an organization.
Customer’s POV – not an internal process or sales funnel perspective
Should be used as a living document, a communication tool to identify opportunities to improve experience, meet business objectives
Involve all key functional areas during observations and communications of insights.
Can include ‘swimlanes’ that align the customer POV to internal processes.
Can be current state or aspirational
Can inform a wide range of innovation activities from incremental problem solving to large scale transformations.
Great for breaking down siloed views of the CX, and creating more holistically managed CX.
Data storytelling
Data storytelling is simply presenting your data in the form of a story, with a beginning, middle and end. Set the scene (business context), describe the characters (the problem/pain point as the villain, customers, stakeholders and you as the hero). It’s a compelling narrative crafted around and anchored by compelling data. By blending narrative and visuals, you are targeting the rational and emotional sides of the audience’s way of thinking and decision making. Data visualization is particularly powerful here because it increases comprehension, retention and appeal.
Here is an example of a journey map I build recently.
In talking with international students, and mapping their journey, we uncovered a big insight.
We then used that insight to build an engagement strategy to recruit those students.
In a healthcare example, our goal was to grow our patient care services and improve the patient experience.
Analytics told us we had a conversion rate problem but we didn’t’ know why.
Online reviews and talking with our employees uncovered issues that we needed to address to improve our conversion.
These insights helped to clarify the problem and focus our efforts to invest in new solutions.
So as you consider how to combine your company’s analytics and VOC, here are a few best practices and tips.