how to understand your customer better with the right data and tools

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 bob.lam@rbaconsulting.com RBA

Eric Raarup Director of Marketing & National Alliances eric.raarup@rbaconsulting.com 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?