CUSTOMER ANALYTICS & AMP

Executive Summary

Success in business mandates an obsessive focus on the customer. In order to develop a customer-oriented approach at all levels, a business should be well informed of customer behavior, preferences, and needs—in short, all the concerns behind the field of Customer Analytics. This whitepaper discusses the benefits of Customer Analytics and outlines the benefits, as well as the role, of AMP in Customer Analytics. AMP can distill and collate raw data to create a relevant understanding of customer behavior for effective direct marketing and customer relationship management. What Is Customer Analytics? Customer analytics is often erroneously considered synonymous with customer data. Customer data is all the raw information an organization is able to collect from its users and potential customers. Customer Analytics is the process of using that raw data to create a vision of buyer’s needs, wants, behavioral patterns, and preferences. Customer analytics is the business’s way into the mind of the customer. The Prerequisite of Customer Analytics In order to put customer analytics at work in your business, a basic requirement is a complete integration of all the varied business functions. Sales, production, engineering, accounting, and marketing all possess critical pieces of information about a customer. Only when all of these sources of data are integrated, can one paint the most complete picture of customer behavior. How AMP Can Help? AMP is sophisticated marketing automation software that can bring about that integration. Using AMP, attributes can be tied to names on a marketing list. By deploying AMP for customer analytics, a firm can benefit in the following ways:

COMPLETE KNOWLEDGE: AMP provides a 360-degree view of the prospect/customer. AMP looks at customer activities holistically and provides a more total customer view. For example, AMP can identify which prospect/customer visited which page of a web site. It can provide information about the source the visitor used to access your site—a marketing e-mail, a search engine or a press release.

SKETCHING OUT THE CUSTOMER: AMP takes raw data and creates a 360

degree approach to customer activities.

Customer Analytics is the process of using the raw data to create a vision of buyer’s needs, wants, behavioral patterns, and preferences. Customer analytics is the business’s way into the mind of the customer.

For example, at the time a customer/prospect registers on a site, AMP captures details such as name, age, contact information, and custom preferences. It goes on to capture their information such as the links clicked, time spent per page, and return visits. Then, AMP is intelligent enough to put these together and provide you with a complete customer picture.

TARGETED MARKETING: With AMP, a business can provide direction to its marketing efforts. AMP allows an enterprise to capture as much data, as it wishes, about its customer/prospect. Consider a distributor who stocks products from multiple manufacturers. Using AMP, the distributor can determine a retailer’s brand preferences and personalize the marketing collateral accordingly. If a retailer in Georgia prefers Brand A, then all marketing campaigns might focus on Brand A products. Additionally, if a new brand arrives with similar but improved features, it could be promoted to that same buyer. This feature works just as well in the case of end users.

BETTER RETURNS ON MARKETING INVESTMENT: Management requires clear evidence of ROI for all spending, but marketing has always lagged in its capacity to link spending and results. AMP helps you meet this challenge. Consider a firm that spends a fixed amount of time and money marketing through e-mail and the social media. The aim of these marketing strategies is to increase the traffic to the website. AMP can tell you exactly how many visits can be linked to a specific e-mail campaign or social media efforts.

CROSS-SELLING & UP-SELLING: Use data regarding recent purchases to promote related products, features, upsells, and add-ons.

TIME & ACTIVITY BASED MARKETING: AMP allows both time-based and activity-based response campaigns. Set the time and activity filters in AMP, and use it to prompt each pre-defined marketing reaction to every customer activity.

VARIED REPORTING: AMP enables you to look at customer/prospect data

from different angles. You can generate reports based on various

AMP allows an

enterprise to capture

as much data, as it

wishes, about its

customer/prospect.

parameters such as contact profile, collateral type, individual prospect, returns, and more.

Marketers need to understand how the prospects have interacted with the communication/marketing materials that you have sent. AMP is the final piece in the puzzle that completes the picture of successful marketing.

For the past 14 years, MindMatrix has been aligning sales and marketing functions for over 20,000 sales and marketing professionals across 200 companies, from diverse verticals through its innovative sales and marketing software and solutions. Unique to the industry, MindMatrix offers Next Generation Marketing Automation software on a single unified platform for Sales and Marketing. Our solutions bring about a seamless integration of the 2 functions helping our clients derive the maximum benefit from their investment in marketing and sales automation. Contact me today to know more about how MindMatrix solutions can help you align your marketing and sales processes for improved results.