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Demystifying Big Data & Marketing Automation
A Guide to Defining a Customer Lifecycle Strategy
gregbeazley.com
About Me Surfers In A Dress
About Me
• 7+ years Agency & Client-side
• Events > Advertising > Marketing > Consulting
• Datarati
• Marketing Automation specialists
• Data-driven Customer Lifecycle Marketing
• Actionable Insights
• News Corp Australia
• Blog: gregbeazley.com
surfersinadress.com
About You
Why are you here?
Your big data is all of the response and activity generated by your digital marketing efforts. The problem is, how do you integrate all of that data in order to make more effective marketing decisions? We look at
best practice in marketing automation and how to better nurture leads through the sales funnel.
Big Data Marketing Automation
Improve the journey
throughout the Customer Lifecycle
What is “Big Data”?• Importance of Data• Access to Technology• Visualise & Manipulate• Predict & Automate
What is “Big Data”?• What/who for?• Complete picture?• What is Big Data NOT?
What is Marketing Automation?
• An enabler for data-driven marketing• Connecting the dots to Automate
(API)• Behavioural data
CRM Database
Marketing Automation Database
Customers & Prospects
What does Marketing Automation do?
Landing Pages Forms
Data Management
Segmentations
Measurement Pipeline & Revenue
Cookie TrackingSMSPURLs for DM
What is Marketing Automation trying to optimise?
• Revenue Cycle Funnel & Customer Lifecycle
• Bridging the gap between Marketing & Sales
Marketing SalesMarketing Automation Database
CRM Database
Customer Lifecycle Management
How to take Big Data and use Marketing Automation to make it useful
Traditional Approach• Linear path to purchase• Easy to control• Drop-offs > Re-acquisition ($$$)• Disconnect between Marketing
& Sales
Acquisition Conversion
Conversion
Small Conversion %
Marketing Spend $
Attract
Engage
Convert
Retain
Permission• Permission to Market cross-channel• Build a relationship• Targeted communications (email,
display, social)
Acquisition Conversion
Conversion
Relationship
Permission loop
Permission Capture
Relationship• Market in a known way (targeted)• Drive to first-time purchase• We know who you are and what
you like
Acquisition Conversion
Conversion
Relationship
Permission loop
Permission Capture
Conversion
Welcome Abandonment
Browsing & Reminders
Repurchase• Buy for a second time• Up Sell & Cross Sell other
products• Product life cycle
Conversion
Transaction e.g. Thank you
Repurchase loop
Cross Sell
Replenishment e.g. prepaid, vitamins
Stickiness• Brand Preference• Competitive Differentiation• Rewarding Loyalty
Conversion
Service Alerts e.g. flight delays
Stickiness loop
Ratings & Reviews
Referrals
Win Back• Recapture Customers from
Defection• Avoid re-starting the cycle
Conversion
Win Back loop
Win Back
Re-permission• Maintaining & recapturing
permission across channels
Conversion
Re-permission loop
Relationship Targeted
• Targeted Campaigns throughout the lifecycle to increase conversion
Customer Lifecycle• More prescriptive approach• More effectively map campaigns
against the lifecycle• Automate customer experience to
help generate pipeline & revenue
Conversion
Re-permission
Relationship
Win Back
Stickiness
Re-purchase
Acquisition Conversion
Conversion
Permission
Conversion
Targeted
Customer Lifecycle Campaign Ideas
1. Engage2. Educate3. Convert4. Excite5. Renew6. Reward
5 Key Takeaways for you to action immediately
1. Understand what your current lead management process is
• Workshop with Sales & Marketing
• Map out the journey (LucidChart, Visio, etc.)
• Identify gaps (why isn’t there a Welcome Email?)
• Think of logical campaigns to fill the gaps (what companies do you think offer a good customer experience?)
5 Key Takeaways for you to action immediately
2. Map out what a future state lead management process should look like
3. Identify the core stages in the Customer Lifecycle
4. Identify what fields and statuses you will need to trigger campaign activity and measure success
5. Assess your business’ CRM & marketing automation requirements and investment
Connect.
/in/gregbeazley
gregbeazley.com
@gregbeazley
/surfersinadress
References
• Big Data: • Marketing Technology LUMAscape • Gartner Digital Marketing Transit Map
• Revenue Cycle Funnel: • Marketo Revenue Cycle Funnel
• Customer Lifecycle: • Responsys Customer Lifecycle • Datarati Customer Lifecycle Campaign Ideas
