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Use mobile applications to gain an advantage in our data-centric marketing world. The marketing world is full of buzz about using data to inform action. There is so much data out there, but how do you turn it into actionable insights? Apps are a particularly valuable source of data because they record customer interactions in a way that easily translate to actions that will improve the sales and marketing process. But getting the best insights requires structuring your apps in a way that collects data in the right way. The resources on this page give you a blueprint for doing this.
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Big Data Small Data Data Analytics Data Insights Big Data Small Data Data Analytics
Data Insights Big Data Small Data Data Analytics Data Insights Big Data Small Data Data Analytics Data Insights Big Data Small Data Data Analytics Data Insights Big Data Small Data Data Analytics Data Insights Big
Data Small Data Data Analytics Data Insights Big Data Small Data Data Analytics Data
Insights Big Data Small Data Data Analytics Data Insights Big Data Small Data Data
Analytics Data Insights Big Data Small Data Data Analytics Data Insights Big Data Small
As marketers, we keep hearing about the
importance of data ...
“The opportunity has never been greater for savvy marketers and data analysts to team up and untangle the ‘data hairball,’ gain insights into behavior, anticipate trends and make their customers’ experiences more relevant and timely.”
Lisa ArthurCMO, Teradata Applications
2http://www.briansolis.com/2013/12/5-steps-to-improving-the-customer-experience-with-big-data/
"That which is measured, improves. That which is measured and reported, improves exponentially."Karl Pearson
Actual source disputed, apocraphally attributed to Karl Pearson and commonly called Pearson’s Law
3
“Big data will spell the death of customer segmentation and force the marketer to understand each customer as an individual within 18 months or risk being left in the dust.”
Ginni RomettyCEO, IBM
4http://www.slideshare.net/TrueLens/top-10-marketing-big-data-quotes-e-book
“Once relegated to the province of direct mail teams and analysts, customer data and marketing technology are now essential to every marketing function, from strategy to creative development to execution.”
William BandVice President, Principal Analyst Forrester
5http://www.slideshare.net/TrueLens/top-10-marketing-big-data-quotes-e-book
How do you not only keep up ...
http://flic.kr/p/8iTeLx (keynell4)
but get ahead?
Understand that not all data is not created equal1
Understand that not all data is not created equal1Understand that insight, not data, is what really matters2
Understand that not all data is not created equal1Understand that insight, not data, is what really matters2Combine creativity with technology to make compelling content that engages your target audience
3
So, you must first define your overall strategy for collecting and analyzing the right data to create insights for your business
overall strategy & the right data(+ creativity)
overall strategy & the right data(+ creativity)
Boost ROI
overall strategy & the right data(+ creativity)
Boost ROI
Beat the Competition
overall strategy & the right data(+ creativity)
Boost ROI
Beat the Competition
Get a Promotion!
There are many sources of data to draw from
Sales Metrics | Social Media | Web MetricsContent Consumption | Content Sharing
Lead Generation Metrics | AdvertisingSurveys | Search Engine Rankings
Email Open Rates | Engagement Metrics Keyword Analysis | Mobile Applications
Mobile applications (for sales and marketing) can be particularly effective
Sales Metrics | Social Media | Web MetricsContent Consumption | Content Sharing
Lead Generation Metrics | AdvertisingSurveys | Search Engine Rankings
Email Open Rates | Engagement Metrics Keyword Analysis | Mobile Applications
Mobile applications (for sales and marketing) can be particularly effective
[when executed correctly]
How can mobile apps be used to generate data insights,
and how can the data be integrated with the rest of
your sources?
Before we get to the seven-step guide, lets clarify exactly what we mean by mobile apps
Mobile Apps
for sales and marketing
Mobile Apps
for sales and marketing
Sales Teams
Mobile Apps
for sales and marketing
Sales Teams Retail Stores
Mobile Apps
for sales and marketing
Sales Teams Retail Stores Events
Mobile Apps
for sales and marketing
Sales Teams Retail Stores Events Consumers
These Apps collect two types of data:
Content Utilization“App Flight Recorder”1Customer ResponseForms, Surveys, Media Capture2
... and they excel at collecting customer interaction data in the context of selling or product usage situations
The opportunity exists to create multi-channel apps
that integrates data into a single dashboard
Sales Teams Retail Stores Events Consumers
Imagine a single view
for all your customer interactions
Sales Teams Retail Stores Events Consumers
If you use correctly, apps will help you generate critical insights for your business
If you use correctly, apps can help you generate critical insights for your business
The rest of this playbook will help show you how
(Read on for the seven steps)
Seven steps for turning Apps into Insights:
Plan1234
Design
Build
Collect
Analyze567
Act
Evaluate
Determine your marketing goals
Use planning template (to be shared during webinar)
Plan1
Plan1Advice: Don’t cut this short. Planning will have a huge impact on improving the insights you ultimately gain
Design your app(s), taking your data insights plan into account
Follow best practices for integrating customer input into your apps (more on this in webinar)
Design2
Be creative!
Use creative team to design compelling experience that meets business needs
Don’t be constrained by technology
Design2
Create your app, keeping the following in mind:
It should be possible to collect data offline, syncing when connected to internet
Create3
Create your app, keeping the following in mind:
Data from all apps should be stored in a central location that makes it easy extract data you want
Create3
Create your app, keeping the following in mind:
Take advantage of native features like location tagging, time, date, and duration
Create3
Create your app, keeping the following in mind:
Create different variations of your app for your different sales channels
Create3
Create your app, keeping the following in mind:
Allow for message customization based on segment, intelligent screen-flow, and personal preferences
Create3
Data collection on mobile device should be automatic and easy (but it is also a good idea to train users when possible)
Assign a single owner for gathering the collective data
Collect4
Audit to understand all information available
Collect key metrics defined in planning stage
Recognize trends, draw conclusions
Analyze5
Present to others and get their feedback
Look at data different ways to see if you can find hidden insights
Analyze5
Insights are only valuable if you act on them
Determine actions, owners, timeframes - and hold people accountable
Act6
Example Actions:
Revise messaging that is not working
Train sales team
Change product positioning
Act6
It is rare to get get it right the first time
Go back to step 1-3 periodically and update app to ensure the most critical insights are generated
Evaluate7
That’s it!Wait, how do you combine this with your data from other sources?
That’s it!Wait, how do you combine this with your data from other sources?
Your are almost there, but not quite done
No walled gardens
Sales Metrics
Social MediaWeb Metrics
Content Consumption
Lead Generation Metrics
AdvertisingSurveys
Search Engine Rankings
Email Open RatesEngagement Metrics Keyword Analysis
Mobile Applications
Let your data play together for even greater insights
h&p://www.flickr.com/photos/iknow-‐uk/3650501593/
Finally, please remember to talk to you customers
(preferably with a tablet in hand)
Learn MoreSign up for webinar at http://bit.ly/1k0UIkm
Follow the #datainsights hashtag on Twitter
Contact Proscape at [email protected]