This document discusses progressive profiling, which is building consumer profiles gradually over multiple touchpoints rather than all at once. It can be done through direct or indirect data collection at live and digital events and interactions. The benefits include increasing efficiency, personalizing experiences, enhancing data quality, and building a better brand. Live touchpoints like events are valuable for profiling, while digital remains important due to automation, scalability, and ease of data capture. Various profiling opportunities at events and digitally are outlined.
7. “Data worldwide is growing 40
percent per year, a rate of
growth that is daunting for any
marketing and sales leader.
Companies need to invest in an
automated ‘algorithmic
marketing,’ an approach that
allows for the processing of vast
amounts of data through a ‘self-
learning’ process to create
better and more relevant
interactions with consumers.”
McKinsey & Company
McKinsey, 2013
8. 25% OF B2B
DATABASES ARE
INACCURATE
JUST ONE LITTLE ISSUE:
AND MOST CONSUMER DATABASES ARE EVEN WORSE.
Sirius Decisions, 2012
14. Consumer is asked a specific
question or to fill in a given form
field in order to provide a piece of
information about the individual.
DIRECT
INDIRECT
A piece of information
about an individual is
derived from an action
the person takes.
16. DIRECT
EMAIL
FIRST NAME
LAST NAME
TOUCH 1
TOUCH 3
EMAIL
FIRST NAME
LAST NAME
TITLE
COMPANY
TOUCH 2
Pre-fill repeat fields.
ben_grossman@jackmorton.com
Ben
Grossman
ben_grossman@jackmorton.com
Ben
Grossman
EMAIL
FIRST NAME
LAST NAME
Current Need?
Timeline for Purchase?
ben_grossman@jackmorton.com
Ben
Grossman
17. INDIRECT EMAIL
FIRST NAME
LAST NAME
TOUCH 1
TOUCH 2
digital body language
standard form capture
TOUCH 3
social media
conversation
analysis
18. A STRONG
VALUE
PROPOSITION
THE KEY TO SUCCESS?
ANY TIME AN ORGANIZATION ASKS FOR
INFORMATION FROM A CONSUMER, THERE
MUST BE A SENSE OF VALUE EXCHANGE.
19. THE LANDSCAPE
TYPES OF PROFILING
DEFINING OPPORTUNITY
LIVE & DIGITAL TOUCHPOINTS
Progressive Profiling Agenda
20. THE OPPORTUNITY
Leverage Progressive Profiling as a way to
gain insight about the individuals that
comprise your organization’s audience,
while also:
1. Increasing Efficiency: Progressive profiling
can cut the sales cycle in half, because leads
are truly sales ready.
ReachForce, 2012
21. THE OPPORTUNITY
Leverage Progressive Profiling as a way to
gain insight about the individuals that
comprise your organization’s audience,
while also:
1. Increasing Efficiency: Progressive profiling
can cut the sales cycle in half, because leads
are truly sales ready.
2. Personalizing Experiences: Personalization
can deliver 5-8 times the ROI on marketing
spend and lift sales over 10%.
McKinsey, 2013
22. THE OPPORTUNITY
Leverage Progressive Profiling as a way to
gain insight about the individuals that
comprise your organization’s audience,
while also:
1. Increasing Efficiency: Progressive profiling
can cut the sales cycle in half, because leads
are truly sales ready.
2. Personalizing Experiences: Personalization
can deliver 5-8 times the ROI on marketing
spend and lift sales over 10%.
3. Enhancing Data Quality: On average, 60%
of company’s databases are rated “unreliable.”
Sirius Decisions, 2012
23. THE OPPORTUNITY
Leverage Progressive Profiling as a way to
gain insight about the individuals that
comprise your organization’s audience,
while also:
1. Increasing Efficiency: Progressive profiling
can cut the sales cycle in half, because leads
are truly sales ready.
2. Personalizing Experiences: Personalization
can deliver 5-8 times the ROI on marketing
spend and lift sales over 10%.
3. Enhancing Data Quality: On average, 60%
of company’s databases are rated “unreliable.”
4. Building A Better Brand: More customer
intelligence is better business and creates a
more appealing, empathetic brand.
24. THE LANDSCAPE
TYPES OF PROFILING
DEFINING OPPORTUNITY
LIVE & DIGITAL TOUCHPOINTS
Progressive Profiling Agenda
25. LIVE TOUCHPOINTS
Though Progressive Profiling historically has
been a digital discipline, live events can play
an important and lucrative role:
1. Strong Value Proposition: Since attendees
have already committed time, there is a strong
incentive to achieve the best experience.
2. Excellent Data Quality: People are more
honest in-person than online. Events also
present a major indirect profiling opportunity.
3. Increased Depth of Information: Events
answer questions marketers would not ask in a
digital context using direct and indirect vehicles.
4. Subtle & Seamless: Directly volunteered
personal data and indirect behavior are
already at the center of events, so profiling
activities can be conducted in a seamless way.
26. PROFILING AT EVENTS
Though every event is different, there are a
menagerie of ways to progressively profile
attendees in-person:
1. Event Registration Form
2. Session Attendance Data
3. RFID/NFC Data
4. Workshops & Assessments
5. Mobile Application Engagement
6. On-Site Games/Engagements
7. Human Interactions & Questionnaires
8. Social Media Conversation
9. Satisfaction Surveys
10. Pre/Post Marketing Engagement
27. DIGITAL TOUCHPOINTS
Digital touchpoints remain the mission
critical backbone of Progressive Profiling.
Value is derived form the following qualities:
1. Efficient Automation: Because algorithmic
data analysis and decision trees can automate
much of an organization’s response to digital
profiles, digital profiling is highly efficient.
2. Scalability & Frequency: Digital yields an
opportunity to cast the net wider and engage
more frequently than live touchpoints.
3. Ease of Data Capture: Track-ability is implicit
in digital (and often times very affordable), so
data capture comes with relative ease.
4. 3rd Party Contributors: 3rd party data can
help drive decisions and intelligence in the
during digital profiling, accelerating insight.
28. DIGITAL PROFILING
Possibilities of digital profiling are limitless,
and widely dependent upon the digital
footprint of a brand. Top forms include:
1. Email Engagement
2. White Paper & eBook Downloads
3. Webinars & Resource Utilization
4. Website Analytics
5. Mobile Web & App Analytics
6. Paid Media Behavior
7. Standard Lead Capture Forms & Surveys
8. Lead Nurturing Programs
9. Multivariate Testing
10. 3rd Party Data Appending/Validation
29. VP, STRATEGY DIRECTOR
JACK MORTON WORLDWIDE
@BENGROSSMAN
#ProgressiveStrategy
Ben Grossman
e: ben_grossman@jackmorton.com
m: + 1.617.752.1171
t: @BenGrossman
w: www.ben-grossman.com
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