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How to Use Connectivity
Customer Insights for Targeted Marketing
PRESENTER: Kemal Demirhisar CO-PILOT: Josh Ades
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Connectivity Josh Ades Content Marketing Manager BUSINESS OBJECTIVES FOR CLIENTS: Provide marketers with engaging content that focuses on the specific needs of businesses that have physical locations BIO: - Former co-leader Los Angeles Hubspot user group - Joined Connectivity in 2014 to oversee content strategy - Creator (and curator) of far too many bad dad jokes.
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Connectivity Kemal Demirhisar Solutions Engineer BUSINESS OBJECTIVES FOR CLIENTS: Provide technical guidance and expertise to all Connectivity prospects & customers throughout the sales process and beyond. BIO: - Content Management, Content Marketing and Local Listings / Reputation guru - Loves public speaking (from behind a computer screen) - Istanbul native
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Agenda 1. Value of Customer Data to
Marketers 2. Customer Insights Demo 3. Creating Targeted
Facebook Ads 4. Marketing Strategies 5. Q&A
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Value of Customer Data to Marketers
1
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1. VALUE OF CUSTOMER DATA TO MARKETERS
ü Humans are emotional and easily influenced.
ü Data is objective.
ü Marketing is human creativity applied to objective facts.
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1. VALUE OF CUSTOMER DATA TO MARKETERS
Organizations that are “leaders” in data-driven marketing report far higher levels of customer engagement and market growth than their “laggard” counterparts.
“LEADERS” In data-driven marketing
“LAGGARDS” In data-driven marketing
Customer Engagement/Loyalty
74% vs.
24%
Increased Revenues
55% vs.
20%
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1. VALUE OF CUSTOMER DATA TO MARKETERS
Leaders in data-driven marketing are more than 6x more likely than laggards to report achieving a competitive advantage in increasing profitability and 5x more likely in customer retention.
“LEADERS” In data-driven marketing
“LAGGARDS” In data-driven marketing
Increasing Profitability
45% vs.
7%
Customer Retention
74% vs.
13% http://www.forbes.com/sites/forbespr/2015/01/08/new-report-shows-data-driven-marketing-drives-customer-engagement-market-growth/
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1. VALUE OF CUSTOMER DATA TO MARKETERS
STAYING IN THE GAME
Growth and commitment to data-driven marketing are on the rise, with most organizations planning to step up their efforts. However, about half of executives admit their efforts are lagging or are siloed across their enterprises. A majority are now collecting demographic data on customers, but most other data types remain uncaptured. http://www.forbes.com/sites/forbespr/2015/01/08/new-report-shows-data-driven-marketing-drives-customer-engagement-market-growth/
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1. VALUE OF CUSTOMER DATA TO MARKETERS
“Without data, marketing is not based on customer intelligence.”
- Bruce Rogers, Chief Insights Officer and head of the CMO Practice for Forbes Media.
http://www.forbes.com/sites/forbespr/2015/01/08/new-report-shows-data-driven-
marketing-drives-customer-engagement-market-growth/
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Customer Insights Demo 2
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Creating Targeted Facebook Ads
3
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3. CREATING TARGETED FACEBOOK ADS
Live Demo!
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Marketing Strategies 4
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4. MARKETING STRATEGIES
EDDM and Direct Mail Use Customer Segmentation to target a specific region or reach new customers outside of your typical demographic.
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Persona Building CI tells you exactly what personas are currently contacting your business
4. MARKETING STRATEGIES
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Proving ROI of Advertising Use a phone call as your CTA to demonstrate effectiveness of ads.
4. MARKETING STRATEGIES
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Targeted Emails Use Customer Segmentation to send more personalized communication.
4. MARKETING STRATEGIES
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Let me know how you use data at [email protected]
4. MARKETING STRATEGIES
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Q&A 5
