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What’s on your mind?
| Date post: | 22-Nov-2014 |
| Category: |
Business |
| Upload: | amanda-napolitano |
| View: | 2,384 times |
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What’s on your mind?
ABOUT
+Full-service interactive advertising agency
+Top-50 agency (AdWeek & BtoB)+Fortune 100 clients+9 offices including Houston &
Seattle+Owned by MPS Group (NYSE: MPS)www.ideaii.com
CUSTOMER INSIGHT
Online, on time, and on budget: Web-based tools and tactics for collecting customer insightLaura HernandezDirector of Strategy
Customer Insight is the collection, deployment and translation of information that allows a business to acquire, develop and retain their customers.
- Wikipedia
INSIGHT 101
Pick up any book on Customer Insight and it will tell you its all about….+Demographics and psychographics+Data mining and data buying+Purchase trends and buyer behavior+Conducting massive amounts of
research+Zzzzzzzzz…. and $$$$$$$$.....
INSIGHT ON THE CHEAP +What if your confusing website or
awkward customer service is skewing all that data?
+Could you learn the most about your customers by just listening to them?
+And does listening to them really need to be Zzzzzzzzz…. and $$$$$$$$.....?
WEB ANALYTICS
+Robust, feature-rich, highly customizable
+Google has an API as well
+Risks if you are doing PPC
+Free!
VISUAL ANALYTICS
+Watch videos of website visits
+Scrolling, Form, Link, & Heatmap reports
+Free for sampling of data, $59+/month for robust data
SEARCH LOGS
+Easiest way to see what customers expect from your company, but aren’t finding…
+Free (depending on your hosting solution)
RATINGS, REVIEWS, & COMMENTS+Third Party
Reviews & Ratings
+Blog Comments – Test the waters
+ Free (depending on your hosting solution)
IDEA EXCHANGES
+How do you know what customers want? Ask them!
+Low Cost (Could accomplish with small form on your site or blog platform)
CUSTOMER FORUMS
+Give your customers a place to chat
+Low and High Costs+Many free forum
and board platforms
+Can be very costly to moderate
ONLINE FOCUS GROUPS+Lots of
“solutions” on the market, but the big players work great – and let you record sessions
+Webex: $69.00 per month for 25 participants
+Goto Meeting: $49.00 per month for 15 participants
ONLINE SURVEYS
+The most obvious and cost-effective method, but often abused
+SurveyMonkey: Free for 10 questions and 100 responses, $200 a year for no limits
+Zoomerang: Free for 30 questions and 100 responses, $199 a year for no limits
TIPS• Entice participants with a
sweepstakes• Keep the surveys short; too
many questions result in bad data • Overly stress data and
privacy protection
ONLINE USABILITY TESTING+UserVue &
Silverback+Record screen
activity and audio
+UserVue: $150 per Month (Unlimited sessions, one at a time, US/Canada)
+Silverback: $49.95 unlimited usage, only for Macs
ONLINE CARD SORTING+Optimal Sort &
Web Sort+Break down
concepts & taxonomies how customers see them
+Optimal Sort: Free for small, $109 per Month for large
+Web Sort: Free for small, $79 per study for large
PARTICIPANT RECRUITING+Ethnio+Captures real
users in real situations using layer popup on your site
+Free (for up to 20 recruits - $400 for 200 recruits)
We use Craigslist a lot for Free in Gigs section or $25.00 in Jobs section
SOCIAL MONITORING
+Create a Facebook fan page and give fans something to talk about
+What are people “digging” about your company the most?
+Free, but it takes a lot of time to keep a fan page interesting
LINKS & RESOURCES
+Google Analytics
+Yahoo Analytics+ClickTale+Survey Monkey+Zoomerang
+UserVue+Silverback+Optimal Sort+Web Sort+Ethnio
Thank you
