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Today, with so many tools for marketers, it's hard to know which ones will give you the right data and insight to make the right decisions. Wouldn’t it be great if everything you wanted to know about your customer was in a single system? RBA’s Eric Raarup and Bob Lam presented on this topic at the Integrated Marketing Summit in Minneapolis.
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Since it’s not, how do I achieve customer insight?
If all customer data was in a single system
Get to know
your customer.
Wouldn’t it be great …
Bob Lam CRM National Solution Lead [email protected] RBA
Eric Raarup Director of Marketing & National Alliances [email protected] RBA
Goals for Today
Less theory
Show me
Not to be a barrier to thirst
After a presentation,
of attendees remember stories
Only remember statistics.
63%
5% Source: Authors Chip & Dan Heath
What was
that?
Marketers and Technology
Technology is playing a more significant role in our jobs
We need to be more hands on
New technologies help marketers be more nimble
The effective marketer will use data as a key tool
of marketers believe that data is the most underutilized asset in the marketing organization. 45%
78% of the marketers surveyed say that they feel pressure to become more data-driven.
Source: Teradata via Scott Brinker
The Goal: True Customer Insight
Trends
Insights
Interactions I want
to see
that
The Situation: Customer Data is Everywhere CRM
Database eCommerce Platform
Cross-channel Experience Consistency
Campaign
Management Web
Analytics
Creative Design
Lead
Management
Mobile
Marketing
Social Media Marketing
Conversion Point Optimization
Email Marketing
Content / Nurture Marketing
Ad Networks SEM / PPC
Marketing Automation
Retention Programs
Cross- / up-sell Campaigns
Revenue Performance
Analytics
Social Listening Community
Manager
Web Content Mgmt
Email Marketer
Social Marketer
Business Analyst
Ad Agency
SEO/SEM Agency
The Challenges
Multiple sources
No single system
Difficult to view information in aggregate
Dependence on IT
Difficult tools
Everyone should have access to the data they need.
Return on Marketing
Investment (ROMI)
Customer
Insight Campaign
effectiveness
Everyone should have the Tools they need
Q&A
Share
Analyze
Visualize
Explore
Discover
Getting Hands On
Share
Analyze
Visualize
Explore
Discover
Customer Insight at two levels
Individual
Specific insight about an individuals interactions with your brand across multiple channels
Individual Aggregate
Aggregate
Group level insight from multiple individuals interacting with your brand
across multiple channels
Achieving Insight
Individual Aggregate
Core
Social
Campaign
Web
The Core Profile
Individual Aggregate
The center of gravity for building true customer insight
Core Profile
Typically managed in CRM environment
Great resources for viewing similar customer info (i.e. Demographics)
Center of data strategy that many dimensions are linked to
DEMONSTRATION
Individual
Core Insight
Social Insight
Individual Aggregate
Harvesting insights from multiple social channels. Now and in the
future.
NEXT?
Social Data
Measuring health of brand through sentiment
Customer service point of entry
Many sources accessible for deeper access
DEMONSTRATION
Individual
Adding Social Insight
Campaign Insight
Individual Aggregate
Creating a view into campaign effectiveness and engagement
Campaign Data
Campaign engagement
Campaign interactions
Campaign effectiveness
DEMONSTRATION
Individual
Adding Campaign Insight
Web Insight
Individual Aggregate
Understanding website behavior to drive leads
Website Data
Site visits
Page views
Time on site
DEMONSTRATION
Individual
Adding Web Insight
In Summary
Individual Aggregate
Core
Social
Campaign
Web
It is easier than ever to access data and create true insight about your
customers
RBA is a National Digital and
Technology Consultancy with offices
in Minneapolis, Denver and Dallas
Our team of specialists combine
strategy, design and technology to
help create seamless experiences
Recently recognized as one of the nation’s
fastest growing private companies and
consistently named a Best Place to Work
www.rbaconsulting.com
Our team of user experience, creative,
front / back-end developers, and
strategic consultants have a proven track
record delivering successful mobile, web,
and digital solutions for organizations
throughout the US.
THANK YOU
Individual
Who is thirsty?
