Buyer Legends Austin Innotech Big Data Marketing Keynote

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 1

MATH MEN OR BOTH?

Designing Legendary Brands: a business process to improve customer experience, analytics and profits

© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData

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Bryan Eisenberg [email protected]

@TheGrok

http://www.BryanEisenberg.com

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© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok




© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData

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Big Data is Not Just Big

Big Unstructured

Real-timeVelocity Variety

3 V’s of Big Data

Volume

Terabytes Records Transactions Tables, Files

Batch Near time Real time Streams

Structured Unstructured Semistructured All of the above


What happened?

Why it happened?

What will happen?

How can it happen?

Analytics Journey



An organization's ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage.

Jack Welsh, former CEO of GE

“


The most important single thing is to focus obsessively on the customer. Our goal is to be earth’s most customer-centric company. Jeff BezosCEO & President amazon.com

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“

http://amazon.com

© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 15

1995...the story begins





30%of all ecommerce sales go through amazon


The CEO’s long term vision

The balance of power is shifting toward consumers and away from companies… The right way to respond to this if you are a company is to put the vast majority of your energy, attention, and dollars into building a great product or service and put a smaller amount into shouting about it, marketing it."

4 Pillars to Amazon success Customer Centricity Continuous Optimization Culture of Innovation Corporate Agility

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© 2014 Buyer Legends, LLC

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Simple, yet NOT for beginners



Two decades of marketing optimization…


Because the people are crazy enough to think they can change the world are the ones who do.“


Retail Evolution








Build a Better Experience/ Or Advertise More?

“We take those funds that might otherwise be used to shout about our service, and put those funds instead into improving the service. That's the philosophy we've taken from the beginning. If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.”

Jeff Bezos, CEO of Amazon, 2003



19% of Sales Volume



Aligning Brand & Metrics to Improve Customer Experience

“If there’s one reason we have done better than of our peers in the Internet space over the last six years, it is because we have focused like a laser on customer experience.

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4 Key Inputs: Selection: 7x the category depth

Price: 5 to 13% lower than top 5 competitors

Availability: 20 inventory turns, most orders fulfilled by Zone 0-1 shipping

Experience: 13% higher American Customer Satisfaction Index


An organization's ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage. – Jack Welch

Big challenges

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How agile are you?

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If you double the number of experiments you do per year you’re going to double your inventiveness.

– Jeff Bezos“If Amazon was doing over 200 a tests at a given time since 2004, how many more learnings have they had than you?


Never have business teams that 2 pies of pizza can’t feed! via @TheGrok


Creating Remarkable Experiences Takes Planning


Bad for communications?

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Empathy represses analytic thought, & vice versa

You want the CEO of a company to be highly analytical in order to run a company efficiently, otherwise it will go out of business…

“ “Anthony Jack, an assistant professor of cognitive science at Case Western Reserve and lead author of the new study. "Empathetic and analytic thinking are, at least to some extent, mutually exclusive in the brain.” (2012)


We tell stories to connect…

© 2014 Buyer Legends, LLC 39

Having worked first hand with the Eisenbergs on mapping our customers’ critical paths and creating scenario narratives, I can confidently say the Buyer Legends process works. My team’s focus at Google is on acquiring SMB advertising clients. And if you’ve ever worked with these types of businesses, you know there is huge diversity through the spectrum of small and medium businesses. We’d miss opportunities and gaps by over-aggregating (i.e. taking too high level a view) though often the challenge was in effectively communicating our insights. The Buyer Legends framework allowed us to more effectively focus our efforts, improving the bottom line. And equally important, to make a more compelling case for change with our marketing, engineering and product colleagues.

Paul Jeszenszky Head of Global B2B Digital Marketing Center of Excellence, Google

© 2014-2015 Buyer Legends, LLC

© 2014-2015 Buyer Legends, LLC

The Buyer Legends Recipe1. Select your perspective - deeper insights produce better results

2. Perform a pre-mortem - remember Murphy’s Law

3. Outline the story backwards - it forces the why and helps you measure

4. Draft the Buyer Legend - the better the story the more money you’ll make by improving execution, communications and testing

5. Execute - improve, rinse and repeat


Word-of-mouth is triggered when your customer experiences something far beyond what was expected, for better or for worse. Slightly exceeding their expectations just won’t do it.★ Architectural ★ Kinetic ★ Generous ★ and/ or Identity

A few words about Word of Mouth


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Thank you for your attention…


Phone (347) 470-GROK (4765) Twitter: @TheGrok & @BuyerLegends

[email protected]

http://www.BuyerLegends.com

http://www.BuyerLegends.com http://www.IdealSpot.com


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