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The rule book for setting up a marketing analytics to drive customer experience
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The Analytics Game Plan
Ian Roberts
Analytics MotivationTranslate each customer interaction into a story of customer behaviour that can be used to hone product, sales, marketing and service activities and strategies.
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• Data to trigger communications
• Interactions - story of behaviour
• Improve collaboration and reliability at lower cost
• Inform strategy
• Granular market segmentation
• Capitalise on location
• Enhance Customer Propositions and experience
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Summary – Marketing Analytics Business Uses & Benefits
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Building Customer Experiences Execution &
MeasurementDissemination of
Actionable InsightsEnrichmentData Strategy
1.Implement customer level digital tracking
2.Invest in infrastructure to support analytics
3.Plan for executing new business capabilities
4.A complete view of customer
1.Conform to common format
2.Cleanse & Match data to enhance customer profiles
3.Fuse external data to enrich profiles
4.Model next best offer
1.Standardise metrics
2.Invest in marketing capability
3.Implement customer lifecycle comms
4.Know thy customer - Measure measure measure
1.Enable the frontline - disseminate information & drive customer experience improvements
2.Deliver insights to management
3.Develop customer solutions from insights
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The analytics game plan - book of plays
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1. Marketing analytics and innovation is a long road
2. Small wins create momentum
3. Unlock your data
4. Any tool
5. Measure everything
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6. Location Location Location
Use Spatial Matches Importance of Mobile
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7. Utilise Social8. Drive Customer Experience – Disseminate actionable insights
to business & the frontline
9. Impact marketing ROI10. Be evangelistic
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Contact• Ian Roberts• Email: [email protected]• Twitter:
Analytics MotivationTranslate each customer interaction into a story of customer behaviour that can be used to hone product, sales, marketing and service activities and strategies.
