From the CMSWire and Adobe webinar on May 2nd, 2012.
Learn:
Why faster feedback loops win — from Amazon's transparency, to Target's stealthy predictive marketing
Why smarter visual experiences make brands like Path, Pinterest and Instagram so addicting
How to identify the skills and disciplines you're missing, and move towards integrated, mature teams and tools
Based partly on data from the Digital Marketing 2.0 Study - a collaborative research effort between the Society for New Communications Research (SNCR), Human 1.0 and DataXu.
The study incorporated an online survey conducted in October 2011-January 2012, as well as opt-in interviews of survey takers.
The 300 survey respondents included those in the management, marketing, digital, IT, and social media functions of their respective organizations.
Enjoy - and feel free to ask questions here, or via my contact details on the last slide.
Strategize a Smooth Tenant-to-tenant Migration and Copilot Takeoff
Using Analytics & Customer Data to Build Great Customer eXperiences
1. “Half my
advertising
doesn't work ... I
just don't know
which half!”
John Wanamaker (1838-1922)
2. “Advertising exists
only to sell
something. It should
be measurable and
justify the results
that it produced.”
Claude Hopkins (1866-1932)
3. "Because the purpose of
business is to create a
customer, the business
enterprise has two--and
only two--basic
functions: marketing
and innovation.
Marketing and
innovation produce
results; all the rest are
costs.”
Peter Drucker (1909-2005) 3
4. Digital Marketing 2.0
• Data presented comes from The Digital Marketing 2.0
Study - a collaborative research effort between the
Society for New Communications Research (SNCR),
Human 1.0 and DataXu.
• The study incorporates an online survey conducted in
October 2011-January 2012, as well as opt-in
interviews of survey takers.
• The 300 survey respondents included those in the
management, marketing, digital, IT, and social media
functions of their respective organizations.
4
5. 78% of recently
surveyed marketers
report struggling to make good use of their available analytics
and customer data.
5
7. The Digital Stone Age
Source: http://www.flickr.com/photos/elka_cz/126813739/ (Under Creative Commons)
7
8. Bad news for businesses
• Don’t have the right skills (individually or in
combination)
• Don’t have the right teams
• Don’t have the right tools
• Don’t have the right data (or it’s fractured into pieces)
• Marketing, design, user experience and analytics are
rolled up into Customer eXperience Management
(CXM) and mastery of each discipline (or all of it) is
not going to happen overnight
8
9. The real challenge is in
manipulating huge
amounts of data
in real-time
To make decisions that may affect the
next prospect/customer in a
different way than the last person
Source: The Great Wave off Kanagawa, "Under a Wave off Kanagawa” by Japanese artist Hokusai
12. Why? Analytics, like
most administrative
functions... suck.
They are often the last interfaces built in commercial solutions,
let alone “homegrown” systems
12
13. 55%
of respondents
say
their organization “struggles to analyze”
the digital marketing data that is generated
13
14. Due to poor tools,
fragmented systems,
skill shortages
14
15. Results = Bad news for customers
• Businesses aren’t hearing your complaints (or praise)
• They are bombarding you with messages you don’t want
(because analytics don’t exist, are out of date, or
measuring the wrong data)
• Digital experience is marginal on “the normal web” and
poor to non-existent on the mobile web – the biggest
computing movement of our lives (the UX side of
customer experience)
• Bottom line: We CAN and SHOULD do better for
our customers, and our own businesses
15
30. 62% rely on their
marketing team
(CMOs, VPs, Digital
Teams, etc.)
to make technology suggestions
30
31. But Classic marketers
are focused on design,
branding, messaging
& demand creation
While depth of technology skills and understanding complex IT
systems, are not strong suits
31
32. And 58% believe they
lack the analytical
skills
and technology to perform analytics on marketing data
32
35. Smarter visual
experiences?
Examine the screenshot collection of UX/Flow I’ve been building at:
www.flickr.com/photos/dankeldsen/
35
36. Addictive Interfaces
• John Medina’s “Brain Rules”
• 12 Rules
• We should care about:
• #4 Attention: we don’t pay
attention to boring things
• #9 Sensory integration:
stimulate more of the senses
• #10 Vision: trumps all other
senses
• #12 Exploration: we are
powerful and natural explorers
36
37. Speed Matters for Instagram
• Knowing how users use the app, they can anticipate
the next action, and work behind the scenes
Source: http://speakerdeck.com/u/mikeyk/p/secrets-to-lightning-fast-mobile-design?slide=82
37
41. “It’s like digital crack
for 25-44 year old
women...”
Not uncommon for people to spend 2 hours at a time on
pinterest - THAT is seriously sticky content
41
43. 83% of senior brand marketers
state that “Customer
experience is among the most
critical determinants of brand
strength and business growth.”
CMO Council Research
43
45. Where are your gaps? Where are you strong?
• People? • What are the questions you can’t
• Skills? answer?
• Applications? • Source of customers
• Systems? • Best customers
• Analytics? • Most loyal customers
• Quants? • Most painful customers
• Digital Marketers? • Most likely progression as a
customer
• Marketing-Savvy IT?
• Customer Lifetime Value
• User eXperience?
• Predicted next actions
• Print?
• Best “intervention” times
• Digital?
• Most effective channel
• Social?
• Best marketing spend in real-
• Mobile?
time
45