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Using Analytics & Customer Data to Build Great Customer eXperiences

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From the CMSWire and Adobe webinar on May 2nd, 2012.

Learn:
Why faster feedback loops win — from Amazon's transparency, to Target's stealthy predictive marketing

Why smarter visual experiences make brands like Path, Pinterest and Instagram so addicting

How to identify the skills and disciplines you're missing, and move towards integrated, mature teams and tools

Based partly on data from the Digital Marketing 2.0 Study - a collaborative research effort between the Society for New Communications Research (SNCR), Human 1.0 and DataXu.

The study incorporated an online survey conducted in October 2011-January 2012, as well as opt-in interviews of survey takers.

The 300 survey respondents included those in the management, marketing, digital, IT, and social media functions of their respective organizations.

Enjoy - and feel free to ask questions here, or via my contact details on the last slide.

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Using Analytics & Customer Data to Build Great Customer eXperiences

  1. 1. “Half my advertising doesn't work ... I just don't know which half!” John Wanamaker (1838-1922)
  2. 2. “Advertising exists only to sell something. It should be measurable and justify the results that it produced.” Claude Hopkins (1866-1932)
  3. 3. "Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.” Peter Drucker (1909-2005) 3
  4. 4. Digital Marketing 2.0 • Data presented comes from The Digital Marketing 2.0 Study - a collaborative research effort between the Society for New Communications Research (SNCR), Human 1.0 and DataXu. • The study incorporates an online survey conducted in October 2011-January 2012, as well as opt-in interviews of survey takers. • The 300 survey respondents included those in the management, marketing, digital, IT, and social media functions of their respective organizations. 4
  5. 5. 78% of recently surveyed marketers report struggling to make good use of their available analytics and customer data. 5
  6. 6. Most marketers are unfortunately living in… 6
  7. 7. The Digital Stone Age Source: http://www.flickr.com/photos/elka_cz/126813739/ (Under Creative Commons) 7
  8. 8. Bad news for businesses • Don’t have the right skills (individually or in combination) • Don’t have the right teams • Don’t have the right tools • Don’t have the right data (or it’s fractured into pieces) • Marketing, design, user experience and analytics are rolled up into Customer eXperience Management (CXM) and mastery of each discipline (or all of it) is not going to happen overnight 8
  9. 9. The real challenge is in manipulating huge amounts of data in real-time To make decisions that may affect the next prospect/customer in a different way than the last person Source: The Great Wave off Kanagawa, "Under a Wave off Kanagawa” by Japanese artist Hokusai
  10. 10. And yet… 10
  11. 11. 30% lack the software/technology to perform analytics on digital marketing data 11
  12. 12. Why? Analytics, like most administrative functions... suck. They are often the last interfaces built in commercial solutions, let alone “homegrown” systems 12
  13. 13. 55% of respondents say their organization “struggles to analyze” the digital marketing data that is generated 13
  14. 14. Due to poor tools, fragmented systems, skill shortages 14
  15. 15. Results = Bad news for customers • Businesses aren’t hearing your complaints (or praise) • They are bombarding you with messages you don’t want (because analytics don’t exist, are out of date, or measuring the wrong data) • Digital experience is marginal on “the normal web” and poor to non-existent on the mobile web – the biggest computing movement of our lives (the UX side of customer experience) • Bottom line: We CAN and SHOULD do better for our customers, and our own businesses 15
  16. 16. NETFLIX Misreading the tea leaves 16
  17. 17. It’s the speed (and accuracy) of your marketing loops That separate the winners from the losers in the 21st century 17
  18. 18. OODA Loops Source: www.thefabricator.com (graphic) Col. John "40 second" Boyd, USAF (model) 18
  19. 19. How Target is using Big Data to Predict Behavior Source: http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html 19
  20. 20. Amazon is US... 20
  21. 21. The key is… 21
  22. 22. Customer Lifecycle Loop 22
  23. 23. Sadly, 70% of marketers say They don’t have or don’t know if they have a 360 degree view of their customers 23
  24. 24. It’s not just postcards and keycodes anymore… 24
  25. 25. Only 28% have the information to confidently tell their leadership what delivers the highest marketing ROI 25
  26. 26. What skills and disciplines are missing? 26
  27. 27. Only 25% say that analysis of marketing data from IT permits real-time business decisions 27
  28. 28. IT doesn’t typically focus on real-time, and aren’t marketers Batch mode and siloed apps are the norm 28
  29. 29. On the flip side 29
  30. 30. 62% rely on their marketing team (CMOs, VPs, Digital Teams, etc.) to make technology suggestions 30
  31. 31. But Classic marketers are focused on design, branding, messaging & demand creation While depth of technology skills and understanding complex IT systems, are not strong suits 31
  32. 32. And 58% believe they lack the analytical skills and technology to perform analytics on marketing data 32
  33. 33. Because “quants” haven’t been sexy in business… (outside of financial services) Until now... 33
  34. 34. From the UX side of Customer Experience 34
  35. 35. Smarter visual experiences? Examine the screenshot collection of UX/Flow I’ve been building at: www.flickr.com/photos/dankeldsen/ 35
  36. 36. Addictive Interfaces • John Medina’s “Brain Rules” • 12 Rules • We should care about: • #4 Attention: we don’t pay attention to boring things • #9 Sensory integration: stimulate more of the senses • #10 Vision: trumps all other senses • #12 Exploration: we are powerful and natural explorers 36
  37. 37. Speed Matters for Instagram • Knowing how users use the app, they can anticipate the next action, and work behind the scenes Source: http://speakerdeck.com/u/mikeyk/p/secrets-to-lightning-fast-mobile-design?slide=82 37
  38. 38. Smart context & Details on the small screen 38
  39. 39. Visuals, Discovery, Infinite Scroll 39
  40. 40. 40
  41. 41. “It’s like digital crack for 25-44 year old women...” Not uncommon for people to spend 2 hours at a time on pinterest - THAT is seriously sticky content 41
  42. 42. Why should you care? 42
  43. 43. 83% of senior brand marketers state that “Customer experience is among the most critical determinants of brand strength and business growth.” CMO Council Research 43
  44. 44. Recommendations To move forward 44
  45. 45. Where are your gaps? Where are you strong? • People? • What are the questions you can’t • Skills? answer? • Applications? • Source of customers • Systems? • Best customers • Analytics? • Most loyal customers • Quants? • Most painful customers • Digital Marketers? • Most likely progression as a customer • Marketing-Savvy IT? • Customer Lifetime Value • User eXperience? • Predicted next actions • Print? • Best “intervention” times • Digital? • Most effective channel • Social? • Best marketing spend in real- • Mobile? time 45
  46. 46. Because if you can’t get traction and results now 46
  47. 47. You’ll miss the benefits respondents stated as EPIC WINs Increased Measurability and Accountability Increased Customer Engagement Lower Cost of Customer Acquisition Better Customer Insights 47
  48. 48. Which would be a massive #FAIL It will take work - but THAT is doable - and you better get started 48
  49. 49. Get in touch: twitter.com/dankeldsen linkedin.com/in/dankeldsen dk@InformationArchitected.com 617-933-9655 For free 30-minute debrief/consultation on where you are with CXM, UX, social and more 49

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