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Understanding CX through Marketing Analytics
Friday February 10th, 2017
About
Heather Lamb, Data Scientist
515-974-5576
1994
Agenda
● Understanding CX● Energy Efficiency Case Study● Measuring CX with Marketing Analytics
○ Zirous Case Study○ Rx Case Study
● Final Thoughts
Understanding CXGetting and Retaining Customers
Getting and Retaining Customers
As Marketers, it is our number one goal to find and keep good customers.
Our Job is to:● Know the product● Know the customer● Sell the product● Keep the customer happy
Getting and Retaining Customers
Get
Retain
Our focus is truly the Customer
● Know the customer● Keep the customer happy
Retain
Getting the Customer: Current Process
How do we currently know the customer?● We ask them what they like
○ Surveys○ Focus Groups
● We profile them (segmentation)○ Supplemental information from a data company
Getting the Customer: By Asking for Info
Surveys/Focus Group Answers
Do people (as a whole) really say what they want?
Are we truthful about our intentions?
Social Physics: Measuring Human Behavior
Alex “Sandy” Pentland, MIT● Directs the MIT Human Dynamics Lab, Institute for Data Driven Design, and
MIT Media Lab Entrepreneurship Program● 2011 Forbes named him one of the world's seven most powerful data
scientists
Source: Wikipedia, 2017
Social Physics: Measuring Human Behavior
Our past and current behavior is the best indicator for our future behavior.
Our personal connections influence us more than we think.
What we SAY we will do is NOT a good indicator for our future behavior.
Getting the Customer: By Asking for Info
Do people (as a whole) really say what they want?
Are we truthful about our intentions?
Not really
We think we are
Getting the Customer: By Asking for Info
Survey Setup
Are the questions setup correctly?
Are we collecting the right answers?
Getting the Customer: By Asking for Info
Common Issues with Surveys
● Population● Sampling● Questions● Content● Bias● Administration
Getting the Customer: By Asking for Info
Is the survey setup correctly?
Are we collecting the right answers?
Getting the Customer: Current Process
How do we currently get the customer?● We ask them what they like
○ Surveys○ Focus Groups
● We profile them (segmentation)○ Supplemental information from a data company
Problems
Getting the Customer: By Profiling
There are many sources of data to supplement to your customer list.
● Costly● Good for Telecom, Financial, and Home Services● Can’t explain why beyond operational reasons
Getting the Customer: Current Process Issues
How do we currently get the customer?● We ask them what they like
○ Surveys○ Focus Groups
● We profile them (segmentation)○ Supplemental information from a data company
Problems
Problems
Getting and Retaining Customers
Get
Retain
Our focus is truly the Customer
● Know the customer● Keep the customer happy Get
Retaining the Customer: Current Process
How do we currently retain the customer?● CRM
○ Repository of customer information● Customer Service
○ Multi-channel presence
Retaining the Customer: By CRM
There are numerous options for CRM systems - How do you choose the “right” one?
Sales TeamProduct
Information
Transactional Data
Customer ServiceMarketing
Content
Customer InteractionsTIME
$$$$
"The best CRM implementation is the one your entire organization will actually use" - Forbes, Leadership Division● Enterprise-level adoption
Source: Forbes 2015
Retaining the Customer: Current Process Issues
How do we currently retain the customer?● CRM
○ Repository of customer information● Customer Service
○ Multi-channel presence
Problems
Retaining the Customer: By Customer Service
How can we provide the best customer service to our customers?● Multi-channel presence
○ Social Media Community Manager
Retaining the Customer: Community Manager
What skills does a Social Media Community Manager need?● Content Creator● Marketing Analyst● News Junkie● Customer Service Rep● Community Manager and Facilitator● Funnel Marketing Manager● Project Manager
Source: HubSpot, 2015
Retaining the Customer: By Customer Service
How can we provide the best customer service to our customers?● Multi-channel presence
○ Social Media Community Manager○ Call Center○ In-Store Education
Retaining the Customer: Current Process Issues
How do we currently retain the customer?● CRM
○ Repository of customer information● Customer Service
○ Multi-Channel presence
Problems
Problems
Getting and Retaining Customers
Get
Retain
Our focus is truly the Customer
● Know the customer● Keep the customer happy
Getting and Retaining Customers
Get
Retain
Our focus is truly the Customer
● Know the customer● Keep the customer happy
CX
Getting and Retaining Customers
Get
Retain
Our focus is truly the Customer
● Know the customer● Keep the customer happy
Understand the customerUnderstand their experience
Measuring CX with Marketing Analytics
Where do we start?
Disrupting Marketing by Measuring Behavior
Measure behavior of customer and identify conversion rates
2START SMALL
Start in a small market with an inexpensive and trackable medium
?
Case Study: Zirous Brand Awareness
Set up measurements on:
● Clicks● Visits● On-site engagements
Case Study: Zirous Brand Awareness
Zirous Audience likes messaging that is:
● Local● Informational
Case Study: Zirous Brand Awareness
Knowing this customer preference data based on their behaviors, we cut the budget in half and only ran two ads.
Case Study: Zirous Brand Awareness Impact
Started ALL digital ads
Slashed budget and impressions in half
Case Study: Zirous Brand Awareness
START SMALL: Start a campaign with customer behavior measurements in mind.
Drive regional Zirous Brand Awareness through visits to the website.
Scale down messaging to only those that get people to the website.
More website visits!Measure what types of Zirous messaging gets people to the website.
Disrupting Marketing by Measuring Behavior
2LOOK BACK
Measure past campaign behavior?
Measure behavior of customer and identify conversion rates
Case Study: Rx Onsite Conversions
Started by measuring all impressions, clicks, website visits, and form downloads across previous digital ad campaigns.
We noticed a pattern on the website - the percentage of downloads dropped on the weekends.
Case Study: Rx Onsite Conversions
We combined all the weekdays over the course of the campaign, and the pattern was even clearer.
Su M T W R F Sa
averagePeople aren’t doing anything on the website on weekends
Case Study: Rx Onsite Conversions
We then went back to see if we were getting less impressions on the weekends.
nope
Case Study: Rx Onsite Conversions
The customer was behaving differently on the weekends than they did during weekdays.
So with the new campaign, we decided to run digital ads during the weekdays only.
Same weekly budget and number of impressions were kept as previous campaign.
Case Study: Rx Onsite Conversions
Weekday % Site Downloads
Sunday 0.71%
Monday 1.27%
Tuesday 1.33%
Wednesday 1.29%
Thursday 1.30%
Friday 1.37%
Saturday 0.82%
Total 1.15%
Weekday % Site Downloads
Sunday
Monday 1.27%
Tuesday 1.33%
Wednesday 1.29%
Thursday 1.30%
Friday 1.37%
Saturday
Total 1.31%
Guess what happened?
We got a 13% increase in site downloads with the same budget, same creative, same number of impressions, and the same weekly download rates.
Case Study: Rx Onsite Conversions
How: Look at past campaigns for customer behaviors.
Get more people to the website to download the info form.
Create new campaign around what worked the best.
Better conversion rates!
Measure what types of marketing efforts worked the best historically.
Final ThoughtsWhat just happened?
Final Thoughts: From Today to Tomorrow
We know:
● Getting and retaining customers is the reason for customer experience
● We can’t always trust what our customers tell us
CX
Get
Retain
Final Thoughts: From Today to Tomorrow
We need:
● To measure the customer behavior to improve the customer experience
● Make informed decisions based on customer behavior to get better results
CX
Get
Retain
Final Thoughts: From Today to Tomorrow
Going forward we should:
● Make measuring customer behavior part of the marketing strategy
CX
Get
Retain
● Start small● Look back