Getting in Front of Your Marketing Analytics (Marketing, Choices and Black Swans)

Full Circle CRM Company Confidential

Bonnie CraterFull Circle President and CEOCirculate 2015

IN DATA-DRIVEN MARKETINGTHE INNOVATORS

THANK YOUto our customers and partners!

BLACK SWAN DEFINED

an unpredictable or unforeseen event, typically one with extreme consequences

The day our lives changed in the United States

ALS becomes a household word

Wasn’t search already done?

What happens next?

It’s tough to make predictions, especially when it’s about the future Yogi Berra

TWO PROVINCES (Two Ways to View the World)

• Mild randomness• Typical member:

mediocre• Nonscalable• Winners get small

segment of pie• Example: Les Miserable• Impervious to Black Swan• Easy to predict

• Wild randomness• Typical member: giant or

dwarf• Scalable• Winner-take-almost-all

effects• Ex.: music artist on iTunes• Vulnerable to Black Swan• Hard to predict

Mediocristan Extremistan

Mediocristan? Extremistan?

POLL QUESTION

Do you view the world as

mediocristan or extremistan?

WHAT DOES THIS MEAN FOR MARKETING?

What we want: A breakthrough method

of generating high quality leads that drive business at a low cost

What we need: Understand the best target profile Understand what vehicles

(channels) optimize responses Messaging the optimizes responses A way to measure impact on the

business A way to continuously test

Full Circle Thesis

Data is central to making good judgments

HOW TO FIND YOUR BLACK SWAN?

The 80 / 20

Rule

Be creative with your

20%

Set goals, measure &

adjust

THANK YOU