Webinar: Forget Big Data, Get Smart Data. Camp Creative - The Connell Group
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If you're swimming in data but still lacking in meaningful insights you may be looking at the wrong data. Forget big data, get smart data. How market research and data visualization drive better business outcomes. Once you have the insight what do you do with it? We also explore how to craft a story that resonates with your target audience. Learn how to decide which channel or medium can best convey your story.
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Webinar: Forget Big Data, Get Smart Data. Camp Creative - The Connell Group
- 1. COPYRIGHT © 2015 CAMP CREATIVE AND THE CONNELL GROUP FORGET BIG DATA, GET SMART DATA: Presented by: How Market Research and Data Visualization Drive Better Business Outcomes Brian Leonard Creative Director, Camp Creative @Brian_Leonard bleonard@campcreative.net Patty Klingbiel President, Connell Group @ConnellGroup patty.klingbiel@connell-group.com COPYRIGHT © 2015 CAMP CREATIVE AND THE CONNELL GROUP
- 2. COPYRIGHT © 2015 CAMP CREATIVE AND THE CONNELL GROUP ● What is an insight? ● Why are they important? ● Where should I look for insights? ● What’s the process? ● How do you bridge the gap from insight to action? ● How do you tell this story? ● What does this look like? Agenda and Housekeeping ● Webinar Logistics Agenda Housekeeping
- 3. So, What is an Insight? A penetrating discovery about an underlying customer need or motivation that creates opportunities for business growth.
- 4. Insights Connect the Customer’s Need and Reality to Your Benefit Connects with the Customer Affirms how they think or feel Set Up Your Benefits Provokes them to want to hear more
- 5. In the Search for an Insight….More Data Isn’t Always Better “Not everything that can be counted counts, and not everything that counts can be counted.” William Bruce Cameron
- 6. Many Data Sources Focus on What Customers are Doing…. What are they buying? What are their issues? What are they saying? What / how are they using? What are they engaging with?
- 7. Real Insights Live Under the Surface, in the ‘Whys’ WhatWhat What What What Why “Big data may tell you how many customers you have won or lost but not necessarily why.” Jane Frost , Chief Executive Market Research Society
- 8. Real Insights Often Requires Primary Research Why should they care? What motivates them? Why you?
- 9. Examples of Good Insights, Under the Surface Only 2% of all women consider themselves beautiful, and only 5% consider themselves pretty. Johnnie Walker customers view themselves as “successful” but believe they are also “still striving.” REAL BEAUTY KEEP WALKING “If you’re not whitening, you’re yellowing.” The Guinness ritual pour of 119.5 seconds means drinkers have to wait with a growing sense of anticipation for the perfect pint.
- 10. Getting There: Envision, Hypothesize and Research Hypothesize How to Get There What roads might take you there? Use Research to Find Real Insight Discover insight to clarify path forward Envision Your Destination Where are you trying to get to?
- 11. Getting to Under the Surface Insights Constantly ask yourself the ‘why’ questions Triangulate across data sources to build hypotheses Be clear on what you want to learn in primary research Make sure your insight has tension only you can solve
- 12. Now What? Data Data Insight You have your ‘insight.’ Now what?
- 13. Now What? Data Data Insight Action You have your ‘insight.’ Now what?
- 14. Now What? Data Data Insight Target Audience You have your ‘insight.’ Now what?
- 15. What is the Story? 1. Identify Your Target Audience Personas
- 16. What is the Story? 2. Write the Proposition Statement
- 17. What is the Story? 3. Have Clear Objectives for Your Media S: Specific M: Measurable A: Achievable R: Relevant T: Time-bound
- 18. What is the Story? 4. Create a Call to Action
- 19. How to Tell Your Story Where Does Your Audience Live? Budget Constraints? Time Constraints? 3 Questions to Determine Your Medium
- 20. How to Tell Your Story Where Does Your Audience Live? Social Channels Internal External Broadcast Meeting Rooms Online
- 21. How to Tell Your Story Budget Constraints? Do you have budget limits?
- 22. How to Tell Your Story Time Constraints? Do you have a hard deadline?
- 23. How to Tell Your Story 1 Day 8+ WeeksProduction Time Relative Cost Data visualization Videos Presentation graphics Social media Print collaterals White paper Case study Website / Microsite Infographics Animated GIF Live Action Video Explainer Video Talking Head Video Motion Graphics
- 25. Case Study: Enterprise Services Corp Enterprise Services Corp How does ESC deliver on them vs. competition? What are their key motivating needs? ● Global SaaS company ● Sell technology services ● B2B enterprise customers Where are the key differences by region, persona?
- 26. Case Study: We Hypothesized and Envisioned Our hypothesis: customers were not realizing sufficient value from their relationship with client brand or seeing sufficient return on their investment We envisioned a future state experience that could change that, and the key motivating needs it would have to deliver on for different customer types
- 27. Research Prioritized Customer Needs & Brand Performance Key Drivers Required Benefits Market expectations Crucial Benefits Drivers, area of emphasis Uninspiring Benefits Areas to ignore Motivating Benefits Areas to take & capitalize on
- 28. Case Study: What Insights Were Revealed? ● B2B customer’s liked the client brand but didn’t see unique value from the experience vs. competition ● Analysis revealed an opportunity to better align the client’s experience with the customer’s key motivating needs ● First step would be to help employees understand the key insights so that they could reimagine how they engage
- 29. Case Study: Enterprise Services Corp How can we tell this story? To whom? On what platform?
- 30. Case Study: Enterprise Services Corp 1 Day 8+ WeeksProduction Time Relative Cost Data visualization Videos Presentation graphics Social media Print collaterals White paper Case study Website / Microsite Infographics Animated GIF Live Action Video Explainer Video Talking Head Video Motion Graphics
- 31. Case Study: Enterprise Services Corp 1 Day 8+ WeeksProduction Time Relative Cost Data visualization Videos Presentation graphics Social media Print collaterals White paper Case study Website / Microsite Infographics Animated GIF Live Action Video Explainer Video Talking Head Video Motion Graphics
- 32. Case Study: Enterprise Services Corp 1 Day 8+ WeeksProduction Time Relative Cost Data visualization Videos Presentation graphics Social media Print collaterals Website / Microsite Infographics Animated GIF Live Action Video Explainer Video Talking Head Video Motion Graphics
- 33. Case Study: Enterprise Services Corp 1 Day 8+ WeeksProduction Time Relative Cost Data visualization Videos Presentation graphics Social media Print collaterals Website / Microsite Infographics Animated GIF
- 34. Case Study: Enterprise Services Corp 1 Day 8+ WeeksProduction Time Relative Cost Data visualization Videos Presentation graphics Social media Print collaterals Website / Microsite Infographics Animated GIF
- 35. Case Study: Executive Summary Critical Drivers Enterprise Service Corp 12 Required Benefits Areas of improvement Below average correlation to customer satisfaction Crucial Benefits Drivers, Areas of emphasis Above average correlation to customer satisfaction Uninspiring Benefits Areas to ignore Motivating Benefits Areas to capitalize on Below average correlation to customer satisfaction Above average correlation to customer satisfaction
- 36. Position Role Vertical Case Study: Data Visualization Enterprise Services Corp Drive Impact Easy to Work With Educate / Raise Game Expertise Knows My Needs Reliability Responsive Service Solutions Experience Strategic Partner Thought Leadership Transparency Brand Categories How ESC Compares to Our Competition reset Key DriversRegion go
- 37. Case Study: Data Visualization Enterprise Services Corp Drive Impact Easy to Work With Educate / Raise Game Expertise Knows My Needs Reliability Responsive Service Solutions Experience Strategic Partner Thought Leadership Transparency Brand Categories How ESC Compares to Our Competition reset EMEA go Key Drivers Required Crucial MotivatingUninspiring Always Available Regional Manager End User Enterprise
- 38. Case Study: Enterprise Services Corp Leadership Management Employees
- 39. Case Study: From Insights to Impact In Process Insight Activation Internally New Strategy & Messaging Actions to Drive Experience Complete
- 40. COPYRIGHT © 2015 CAMP CREATIVE AND THE CONNELL GROUP Need help getting to insights or telling your story? Contact Us. Brian Leonard, Camp Creative bleonard@campcreative.net @Brian_Leonard www.CampCreative.net Patty Klingbiel, Connell Group patty.klingbiel@connell-group.com @ConnellGroup www.connell-group.com THANK YOU.
Editor's Notes
- Welcome to The Connell Group / Camp Creative webinar that explores how to find the right insights that can drive better business outcomes, and then explain what to do with those insights. I’d like to thank you for taking time out of your busy day and joining us in what I promise will be an informative and interesting ½ hour. I’m Brian Leonard, CD of Camp Creative - full service digital marketing agency in Berkeley, CA. We think of ourselves as the creative narrative agency, we’re storytellers that connect your brand or company to your audience. I’m Patty Klingbiel, President of the Connell Group - we’re a boutique Insights & Brand strategy firm. We help clients more deeply understand their customers so they can make more powerful connections & drive growth.
- We’ll talk more about the ‘penetrating’ part (that means it can’t be superficial, or obvious…..). Really powerful insights find a way to tap into tension that exists between the customer’s aspirations and his/her current reality or situation. It’s about their life, their needs, frustrations, wishes (agnostic to you)....the context of their world and reality….the hard part is that great insights that drive growth also find a connecting point to the benefit you can offer them (against that landscape of their needs)
- Why are Insights Important? They essentially are the means to connect with the customer and set-up why they need what you’re offering….. Tells the customer that you really ‘get them’ - their pain points, their frustrations, their needs...their circumstances. It affirms how they see the world in a way that can spark a powerful connection It should also lay the groundwork or ‘open the door’ for a conversation about what you can offer them to fulfill that need, pain point or ‘wish for’ (remember, this is about creating an opportunity for brand growth….not just making the customer feel heard or understood
- Some people think that insights should be easier to find in a world of big data, but sometimes it can overwhelm or cloud things...other times it’s just tells you part of the story….we agree with William Bruce Cameron (American Humor Columnist) - not everything that can be ‘counted….counts’....when it relates to identification of an insight that can set up your brand, or product, for growth
- Many data sources (that you may have access to in the course of business) help you to see ‘what is happening’ transactionally, or even track customer frustration levels, or identify emerging trends or issues (all valuable and serve a role day-to-day). So why is it that according to Forbes Insights*, 50% of executives feel they are wasting money on marketing because they do not understand their customers? So what are they missing? *(Source: Forbes Insights, Rocket Fuel, November 2014 article)
- We think what they’re missing is that Real Insights Live Under the Surface in the ‘Why’s (Why Customers do what they do, Why they make the decisions and choices that they make). This quote from Jane Frost says it well….
- Getting to those ‘under the surface’ insights often requires primary research. If were were going to boil down to 3 key questions they would be about: what motivates or drives customers to do what they do, understanding why a customer should care about your brand, product service (how does it link to their life, their needs, their frustrations), and why they should choose you over your competitor. Remember, you can use those other data sources to identify macro themes, issues, trends, or to form hypotheses on why customers are doing (or not doing)...but often we think you need primary research to fully explore ‘Why’. Using your other data sources this way can also help ensure your primary research is focused (vs. a ‘fishing expedition’ which can be costly and inefficient).
- Destination - always start with where you are trying to get to (envision it as richly, robustly as you can….if I am successful in 3-5 years, here’s how our customer experience will look, here is how the business will look, etcetera) Hypotheses are everywhere, we just sometimes don’t call them that. Everyone has ideas and opinions on how you might reach that destination. Important part of getting to good insight is to capture those so that you can prove or disprove them in whatever research that you do. Example B2B Customer Hypothesis: “I think customers are motivated by the need for reliability and transparency….so that they avoid embarrassing surprises ” more so than by price or service. Conduct the right research - it should help you uncover non-obvious insights (not just data, insight) that can help you take different actions to drive different outcomes. It should help you prove or disprove your team’s hypotheses.
- Before I hand-off to Brian, some tips in your quest to find under-the-surface insights….
- You’ve envisioned a future state, dug beneath the surface to learn the ‘why’ and now have the insight you’ve been looking for. What do you do with it? Information that just sits on your digital shelf is useless. OLD Raw data has no inherent meaning because it lacks context. On its own it’s meaningless. Data needs to be captured and recorded in context to have any value at all. The Who, what, why, where of the data gives us some contextual information. This client said this and which tells us why this is important. However, data with context does not necessarily equate to information. Data w/ context doesn’t provide interpretation or analysis. Its’ when you back out and begin to look at relationships between various points of data we see information. We see value.
- There exists a gap between where your insights live and the action or behavior you want to inspire or drive. You need to activate this knowledge and drive behavior or change perceptions. We can close this gap by crafting a narrative.
- A story allows you to share these insights and communicate them to those that need it most, your target audience. It’s important to remember - the target audience we identified as the source of your insight could be completely different from the target audience you need to tell your story to. For example - if you’re looking for a better understanding of consumer behavior you would target customers for those insights. But you may want share those insights to your sales team. To get from insight to action we need to follow a 2 step process. What is the Story How can we best tell it?
- How do we define the story? How can we craft a narrative? 1. IDENTIFY TARGET AUDIENCE Your target audience are the people who can actually make the change you want to see. If you want a C-Level executive to write the check for your consultation services then you shouldn’t be targeting your story to mid-level managers. PERSONA Once you’ve identified your target audience you may want to dig a bit deeper and create a persona or personas. With a persona you can shift the conversation from vague to valuable. If you know your customer you’ll understand what they value, what they need and what you need to do to meet their needs. You will likely have multiple personas; each representing different customers and their needs.
- 2. Write the proposition statement. A clear statement of the tangible results a customer gets from your product or service Define the existing problem and its solution. Problem: Getting teams to collaborate is difficult. Solution: WebEx Meeting Center helps drive productivity and reduce costs. Teams can collaborate in real-time more effectively.
- 3. Have clear objectives in place for your media. They are very specific. They should be SMART: S: Specific - Exactly who are we talking to and what will we do for them? M: Measurable - Can you measure the change? A: Achievable - Is this realistically possible with the resources you have available? R: Relevant - Is this message relevant to your intended audience? T: Time-bound - There needs to be some kind of timeline attached. A clear objective might be, “Our video should get 500 views in the next 4 weeks” or “My blog post should be shared 25 times on social media in the first 2 weeks.”
- 4. Create a Call to Action Be actionable! It should be something that your audience can do. Compel people to do or feel something.
- We have an idea of the story we want to tell. Now it’s time to decide how we should tell it. A blog post? A video? There are three Questions that will determine what platform or channel to use: - Where does your audience live? - Are you limited by budget? - What are the time constraints?
- Where does your audience live? Do they live online? Will they all be gathered in a meeting room or a convention? Is your audience internal or external?
- - Are you limited by budget?
- And last, what are the time constraints are you working against?
- If we were to look at those 3 questions it might look like this. Y axis measures the relative cost, from free to more costly. The X axis measures the time to produce various forms of media, spanning everything from 1 day to several months. A social media post, for example - orange - is free and quick. Videos, in red cost substantially more and take several weeks or longer to produce. Green is a website, which takes longer still and can cost substantially more. This is not a complete list of media choices but instead a snapshot to think about where your audience lives. Choosing media should be a means to an end, and not the end itself. Think about: Which media formats does your target audience have access to? Which media format can best carry your message? Which media format will be most likely to encourage people to take action?
- Let’s look at a case study - this is from an actual client and involves both Connell Group and Camp Creative. This illustrates perfectly how data can reveal valuable insights but for that to be converted to actionable intelligence the data needs to be translated into a narrative.
- A Fortune 500 client that is B2B, and sells services. Their customers are large enterprises. What were their key motivating needs by customer persona? How well was our client, who we’ll call Enterprise Services Corp, delivering on those needs vs. their key competitors? Where were the important regional and persona-based differences? Global SaaS company Sell technology services B2B clients
- 1st point: if I’m not seeing meaningful value, and feeling like it’s making me more successful (in a way I can prove in ROI), then over time, I’m going to be less likely to stick by you We envisioned a future state experience that would be different, and a robust set of emotional, functional, motivating needs (that we hypothesized might be in play with different levels of customers). These become our inputs to prove or be disproved in research. We also wanted to understand how our client’s brand was viewed as delivering on these vs. competition.
- We were able to take the robust set of ‘hypothesized’ customer needs from our Envisioning Session, and we took those into a quantitative research design in all key regions, and across 3 different tiers of customers. This approach literally helps you separate ‘what matters most’ from ‘that which you can ignore’ so that you can make better decision on your customer experience and value proposition moving forward. We then also asked respondents to rate how well they believed our client brand was delivering on these vs. key competitors.
- BACK TO CAMP CREATIVE (Brief discussion as to what CG found - the insight(s)) The first thing we need to identify is who is our target audience? That is, who do we share this insight with? It’s not customers, that’s who gave Connell Group the insights. Our target audience is internal: Senior Acct. Managers, Technical Solution Architects and others who will later share the story with all employees. The ask was, how do we communicate all of this data. So it has relevance, context and give it meaning? The amount of data was staggering. There were numerous insights. So it pointed to data visualization of some sort.
- Ask the 3 questions Where does their audience live? - Initially, this will be delivered as a presentation, with a live presenter - to an internal audience. - But we want to structure this so it users can explore the data on their own and share it. This is not a story you can tell on Twitter, so social media doesn’t work.
- It’s too dense for a white paper.
- Presentation Graphics - This works well because a live presenter is part of the equation. Infographics - possibly. Because there is so much data, data visualization makes sense.
- Video - Is a very linear medium and no good for telling this kind of narrative. A website is a great platform for hosting interactive data visualization...
- Ask the next questions: - Are there budget constraints? No, not really. Try to determine the best way to tell the story. - Schedule? We have 2 months. Maybe more. Powerpoint Data Visualization Some kind of website They all live under the budget and production timeline parameters..
- To give this narrative context we determined we needed a PowerPoint deck that walks users through the problem, solution and Connell Group’s insights at a very high level. An executive summary. The PowerPoint deck also explains how to interpret all of this data and how to navigate the interactive microsite. With that context, the executives and managers could not only understand the insights but would also be able to explore the data on their own. They’d be able to look for and look at the data that is relevant to them. As a result, the data has gone from insights, to knowledge to actionable intelligence.
- That was the first deliverable - we also produced an interactive HTML5 site for data visualization. The user can call up any of the hundreds of scenarios, covering 45 different functional benefits, determined by variables such as: the geographic region, the vertical, the position in the organization, and so on.
- The user - the ESC executive, can choose any parameters from the drop down menus. In this instance she wanted to look specifically at EMEA enterprise customers, and see what key drivers regional managers found as crucial? Each of the 45 functional benefits lands in one of the benefits quadrants: Crucial, Required, Motivating and Uninspiring. She can then roll over any of the plot points to see what that that functional benefit signifies. In this example that one data point, Always Available falls in the Crucial quadrant. This way, the user - the target audience for our storytelling -- can drill down and examine that data that is most important to her.
- How the client told this story was that one Executive shared the PPT deck and the data visualization site with the leadership team. They in turn, shared this narrative with their regional team leaders who then shared with the field personnel. The ultimate goal was to change perceptions and begin to shift how employees communicate their brand and value proposition to their customers.
- So, now that all customer-facing employees have had the chance to internalize and understand insights, our client is now in the process of doing 2 critical steps to help leverage the insights for market impact. The first is to crystalize the insight into a new, evolved value proposition for the client brand, and related messaging (by level of customer) - and then finally, to prioritize the key actions and changes required to deliver a customer experience more in sync with customer needs, and more differentiating for our client’s brand.