How to Use Customer Data to Stay Lean

#HNWebinar How to Use Customer Data to Stay Lean

Meet Our Speakers

Andrew WheelerVice President of Services,

Skyword

Andrew is Vice President of Services for Skyword. He brings more than 13 years of

experience in digital marketing and agency relations. He leads the Services team in their

development and execution of content marketing programs for all Skyword clients.

Anshul AgrawalEnterprise Consultant,

HourlyNerd

Anshul is an enterprise market research expert. His past clients include Fortune 500

CPG, Industrial, financial, beverage, and manufacturing companies all around the

globe. He is one the highest rated consultants on HourlyNerd.


Today’s Agenda

Vivint

IBM Security

Content Standard

Fortune 50 CPG


Today’s Agenda

Vivint

IBM Security

Content Standard

Fortune 50 CPG


Who is ?

Vivint is a leading smart home technology provider that offers home security, energy management, home automation, local cloud storage, and high-speed Internet solutions to more than one million customers throughout the United States and

Canada.

Case Study 1: Vivint.


Who is trying to reach?

Vivint’s marketing targets people in all stages of homeownership, from young professionals interested in the latest gadgets and growing families to empty nesters and early retirees.



How is using data to make its marketing audience-centric? Every Vivint Smart Home features a number of sensors that send millions of data events back to the Vivint Sky Platform. That data is used to recognize patterns in customer’s lives: •  13% of customers leave the home for vacation at least

one day over Thanksgiving Holiday. •  30% of customers host Thanksgiving Dinner. •  People vacationed longer in 2015 than in 2014. •  South Dakotans take the highest percentage of

vacations away from home (20%).



The Result



Today’s Agenda

Vivint

IBM Security

Content Standard

Fortune 50 CPG


Who Is and what do they do?

Case Study 2: IBM Security

IBM Security offers a deep enterprise security portfolio customized to your company’s needs. Unmatched in ability to help you disrupt new threats, deploy security innovations and reduce the cost and complexity of IT security, IBM can safeguard your most critical data from compromise.


Who is trying to reach? Business executives and enterprise IT security professionals who manage risk and need to stay ahead of the every-changing security reality.



How is using data to make


its marketing audience-centric?


The Results



Today’s Agenda

Vivint

IBM Securities

Content Standard

Fortune 50 CPG


Who is the ? The Content Standard, a digital publication by Skyword, is an enterprise information hub that covers trends in marketing, creativity, and storytelling. It attempts to bridge the gap between the art and science of brand storytelling and content marketing for marketing leaders across the world

Case Study 3: Content Standard


Who is the trying to reach?

The Content Standard reaches decision makers and individual contributors working for and with enterprise B2B and B2C organizations, media companies, and more.



How is the using data to make its

Data Skyword Analy<cs + Google Analy<cs

Social Listening

Reader Surveys

Writer Development

Beat Development

Feedback Loop Pitch Process


marketing audience-centric?


The average pageviews per ar-cle included in an editorial series is 124.3% higher than that of content published outside of a series.

The Result




The Result


Today’s Agenda

Vivint

IBM Security

Content Standard

Fortune 50 CPG


•  Client was gearing up to launch a new beverage in Canada.

•  They wanted to make their go-to-market budget count.

•  I was chosen by the client as I had the right mix of CPG and research experience.

The Situation

Goal Better understand their potential customers so they could develop a stronger go-to-market

strategy.

Case Study 4: Fortune 50 CPG


•  Understand the client needs. •  Create a plan to collect the needed data •  Execute the research. •  Analyze findings to generate insights.

Tasks at Hand



This is the most important task as it determines the quality of the final deliverable.

Task #1: Understanding client needs


Why the client wants to do more research?

How will they use it?

What does success look like for them?

What research tactics are they comfortable with? Any tactics that they want to avoid?

Where do they need most help?

Learn as much as possible by asking:


Task #2: Creating a plan to collect data

Decided to use a mix of qualitative and quantitative research

60+ interviews

150+ surveys

Targeted both consumers and establishments

Covered all major markets in Canada:

Toronto, Montreal, Vancouver

Proposed building a team of on-the-ground researchers in each target city



Task #3: Execution of research

Created questionnaire for the interviews and the surveys •  Use notes from Task #1 to create a draft. •  Get creative about asking sensitive questions. •  Client gave feedback and added / deleted questions.

Decided on incentives for each respondent •  Created a sampling matrix (who are going to interview / survey). •  Had the client approve it to ensure we are on the same page. •  Hired consultants to conduct on-the-ground research.



After the first week of research, unexpected challenges arose that had to be dealt with right away •  Cold emails were not working. •  Survey response rate was low. •  Some questions were not providing value and some

questions weren’t being asked.

Fixed all of those to meet the deadline •  Started cold walk-ins, played the student card. •  Personal outreach to potential respondents. •  Tweaked the questionnaire.

Task #3: Execution of research (cont)



Analyzed results with the goal of: •  Generating actionable insights. •  Presented findings in a visual manner. •  Answering all questions of the client. •  Highlighting unexpected, interesting findings. •  Outlining areas that needed more investigation.

Task #4: Analyze Results




They were able to answer the following questions (not a complete list):

How the Client Used the Research

What is the best strategy to launch this beverage?

What are their consumption patterns? Where will they drink our beverage? Why? (location, occasion, pricing, lifestyle)

How were similar beverages launched in the past? Which strategies were successful and which failed?

How do major markets in Canada differ?

What are the emerging trends, brands, products?


Best Practices: Collecting Customer Data


Best Practices

Surveys or interviews?•  Choose surveys if you want a little information from a large group of people. •  Choose interviews if you want detailed information from a few people.

Choose the right Sample size •  At least 30 for results to be statistically relevant, and the upper limit can be

decided based on budget. •  Write down a few people / respondents who will be in your sample.

Build the questionnaire•  Avoid leading questions. •  Be mindful of the time (3 survey questions = 1 minute). •  Ask sensitive questions in 2-3 ways.

Designate a budget for Incentives•  For consumers ($1-$2 per minute). •  For B2B decision-makers ($3-$4 per minute).

Best Practices (Strategy Development)


Best Practices

Do a test run•  Helps to identify holes in the strategy and questionnaire •  Is this taking longer than we thought? •  Are we asking some question that are not providing any value? •  Are there questions that we should be asking? •  Do we need to adjust the sample size, incentive, etc.?

Hire a local for location-specific research For interviews •  Read between the lines •  Ask follow up questions Ensure privacy of the data

Best Practices (Execution)


Best Practices

Visually present all collected data (Charts, infographics, tables) Tie all statistics to the end goal and business objective •  E.g. How can this statistic help you increase top line? •  This will help you generate actionable insights

Look out for patterns and outliers Outline any unexpected / interesting findings Highlight any areas that need more research and investigation

Best Practices (Analyzing Results)


Learn how Skyword helps enterprise clients turn data into marketing breakthroughs.

Contact: [email protected]

Visit: www.skyword.com/contentstandard/

Contact Info

Learn how HourlyNerd helps enterprise clients leverage their on-

demand workforce.

Contact: [email protected] Visit: enterprise.hourlynerd.com


Contact Info

Andrew Wheeler

Connect with Andrew on Twitter

@acwheeler33


Contact Info

Anshul Agrawal

Contact Anshul at hourlynerd.com/anshul.ag

Twitter

@anshul_ag


Questions?