The Customer and Marketing Analytics Maturity Model

Save this PDF as:
 WORD  PNG  TXT  JPG

Size: px
Start display at page:

Download "The Customer and Marketing Analytics Maturity Model"

Transcription

1 EBOOK The Customer and Marketing Analytics Maturity Model JOE DALTON, SMARTFOCUS $

2 INTRODUCTION Introduction Customers are engaging with businesses across an increasing number of touch points websites, social media, instore, mobile and tablets. At each touch point, customers expect a customized and personalized experience optimized specifically for them. New levels of flexibility and convenience that improve their experience are great for the customer. But the increased customer expectation continues to be a challenge for businesses, which have to manipulate enormous amounts of data to try to understand how to effectively engage each individual. This challenge remains a burden for many businesses, but for those that have the right customer analytics plan this could rapidly become a competitive opportunity. In this ebook, you ll find out more about how your business can capitalize on analytics technology whether you re a new adopter or a seasoned expert. SMARTFOCUS EBOOK PAGE 2

3 WHERE SHOULD WE START? Where should we start? Companies large and small are wrestling with questions relating to BI (business intelligence) and analytics investments as never before. If you ve been around the BI market for a while you ll know that interest and spending on analytics applications waxes and wanes depending on; competitive pressures (what is Amazon doing?), the availability of new data sources (social data), technology advancements (Hadoop, etc.), and either overfunded or underfunded past BI projects. Going into 2015 all indications are that interest and investment appetites in analytics is at an all-time high and getting stronger. Whether you re a seasoned veteran or a newcomer to these types of applications, it s helpful to think about investments in this area in terms of a maturity curve. In other words, if we re new to analytics applications: where should we start? and if we ve been deploying these applications for some time: where should we go from here???? SMARTFOCUS EBOOK PAGE 3

4 AN ANALYTICS MATURITY MODEL An Analytics Maturity Model If you think about investments in analytics projects on a cost vs. business value basis (which includes software licensing, hardware or cloud computing expenses, professional services, user training, and internal integrations with either data or applications) we can get a sense of how projects compare with each other, how we might prioritize multiple projects over time, and frankly whether any given project is worth the effort. All of this might sound obvious, but there s been more than a few analytics/bi projects that have ended up upside down in expense vs. business value simply because this kind of analysis wasn t done straight away. Looking specifically at customer and marketing analytics, here is one way to look at a progression of investments that a) build on each other, and b) offer business value that justifies their expense. This can also be viewed as a customer personalization maturity model, since each step in the progression enables the organization to deliver a more coordinated, personalized experience for their customers, which of course is the ultimate objective. Let s discuss each of these separately. SMARTFOCUS EBOOK PAGE 4

5 ANALYTIC COMPLEXITY (COST) VS PERSONAZATION VALUE (BENEFIT) Analytic Complexity (Cost) Marketing Data Integration Audience Targeting (Segmentation) Marketing Attribution Next Best Offer / Segment / Channel Personalization Value (Benefit) SMARTFOCUS EBOOK PAGE 5

6 MARKETING DATA INVENTORY Marketing Data Inventory This is the prerequisite step that enables all of the follow-on projects or application investments. Whether you re looking at a SaaS deployment or an on-premises deployment, kicking off a project that takes inventory of your customer centric data is time well spent. Sometimes this step gets combined with another application step, such as customer segmentation, but it s recommended to look at this more holistically. First, create an inventory of all of your data sources and data producing applications that contribute to your customers identity, behavior, and activity profile. Typically this involves purchase history data, CRM data, marketing activity data, ecommerce data, any purchased or 3rd party data, social data, review data, etc. Once you have an inventory of all of the data you could pull together into one system, rank each source of data by the effort it would take to access it and either copy or index it into your marketing data store (depending on how you want to access it). Low, Medium, High rankings work well here, you don t need to spend a lot of time detailing the integration costs at this point. Make sure you include data from systems and projects that are currently planned or in-progress, such as in-store ibeacon pilots, customer loyalty projects, etc. You ll want to keep a six-month horizon view of what customer and marketing data is coming online. SMARTFOCUS EBOOK PAGE 6

7 MARKETING DATA INVENTORY This should result in a table that looks something like this: Data Source History Available Customer ID Key Source System Effort to Access Business Value activity 6 months address marketing High Medium Browsing History 6 months internal ID Google analytics Low Medium Customer Demo 2 years street address CRM High High In store browsing (ibeacon) Pilot address Loyalty app Low High Social Sentiment 1 year address Social listening platform Medium High Purchase history 3 years address Ecommerce platform Medium High SMARTFOCUS EBOOK PAGE 7

8 MARKETING DATA INVENTORY Include all of the attributes you can, and a sample row of data from each system if possible. Keeping your data inventory profile up-to-date once per quarter is a good idea systems change, new data sources become available, and so forth. Another way to think of this is to create a customer-centric diagram, outlining all of the possible touch points your customers interact with, and all of the data sources that your customers create through those interactions. $ Once your customer/marketing data inventory is complete you can move on to creating a data store (which could be virtual). Here, you can do your customer and marketing analytics. If you have the resources that can access a data store natively (i.e. data scientists), then kicking off a project to realize a customer/marketing data store makes sense. If you don t, then you ll need to move to the next application step to justify this expense. SMARTFOCUS EBOOK PAGE 8

9 AUDIENCE TARGETING (SEGMENTATION) Audience Targeting (Segmentation) Most companies perform some sort of customer segmentation, usually as part of one or more marketing applications currently in use. marketing systems are a good example of this. There is often a way to segment your universal customer list with a variety of filters before executing an campaign. However, when looked at from a stand-alone, analyticsdriven perspective these systems often fall short of what the company needs to improve its marketing effectiveness. How should we be segmenting our customer base? How many segments can we effectively market to? How can we track our marketing effectiveness by segment? How do new customers respond to our marketing efforts compared to our loyal customers? How can we leverage historical behavior or purchase data? These and questions like these are usually raised by marketers and analysts when planning for a more robust customer analytics and segmentation investment. This is usually the best place to make an incremental investment in customer analytics after you ve completed your data inventory step, for the simple reason that a good foundation in customer discovery and segmentation capabilities helps improve every downstream application investment. Once your team discovers and defines a list of your own customer segments or micro-segments and you have the ability to track their performance and migration, optimizing your marketing spend for customer segment performance becomes much easier. Whether you choose to tackle this step with an off-the-shelf application or an in-house application project, the end result should be a list of customer segment definitions that the whole company can agree on and that you will measure over time. Something that works very well here is a simple scorecard that measures certain key performance metrics per segment and sets a goal for improving those metrics over a defined timeframe. Here s an example: SMARTFOCUS EBOOK PAGE 9

10 AUDIENCE TARGETING (SEGMENTATION) Customer Current Target Current Average Target Average Current Target Current Target Segment Members Members Order Value Order Value Frequency Frequency Annual Spend Annual Spend Loyals $55 $ $19,866,000 $25,308,000 Brand New $25 $ $1,350,000 $2,041,200 Occasionals $18 $ $432,000 $720,000 Note that you don t need to have a very big percentage improvement in any of the metrics to see positive results. Usually a 1-2% improvement in any of the metrics will result in considerable bottom line movement. This is precisely the power of a good customer profiling and segmentation strategy done right, it can show you with clarity exactly what levers to pull, for which segment, to deliver the best results for the business. As an example, suppose we defined our loyal segment as people who have spent at least $500 in the previous 12 months, and who also have at least four transactions with us in the previous six months. Using a robust customer analytics application, we can then focus on improving the performance of this segment by improving either their frequency of transactions, their average transaction value, or both. Using affinity analysis (or market basket analysis) on this segment s transactions, for example, you can determine the right items to recommend for cross-sell or up-sell on a personalized level. At SmartFocus, we work we clients who have seen cross-sell and up-sell personalization raise average order values by over 50%, although even a 2% or 3% improvement in AOV for large segments delivers very large incremental revenue. Similarly, determining brand preferences for the people in your new customer segment, and using that to drive your marketing on-open personalization typically delivers substantial increases in open and click-through rates. SMARTFOCUS EBOOK PAGE 10

11 MARKETING ATTRIBUTION Marketing Attribution At this point, after investing in a holistic marketing data environment as well as a robust customer analytics and segmentation application, we are ready to tackle more analytically intense projects and applications. Having an understanding of what marketing channels work better than others for each of your customer marketing segments is a good next step. To do this, we need to refer back to our data inventory table to see what marketing activity data we can capture prior to each customer s transaction and what data we would like to have. In most cases, you will be able to access all of your marketing data (sends, opens, clicks, bounces, etc) by customer, as well as your customer s online marketing interactions (certain website pages, display ads, search term click-throughs, etc.). If your organization does offline marketing (for example, catalogs or direct mail), you ll want to take in that data as well. The primary objective of a good marketing attribution application is very straightforward: help us spend more on what works and less on what doesn t. There are many attribution methods in use today, but the concept behind all of them is the same: attribute each transaction to the marketing events that preceded that transaction according to certain rules. The most basic of these is either last click or first click, which gives credit for the entire transaction accordingly. In practice, first and last click models are not that useful. Equal Weight and Fractional models are quite useful, however, and are relatively easy to implement. These models attribute a portion of each transaction to many marketing actions that preceded it, giving a much more accurate picture of how your marketing spend may or may not have affected the transaction. A more powerful attribution model will also allow you to look at attribution by customer segment, so you can determine which marketing channels work well for each segment, and which don t. Here is an example of an attribution analysis by segment. SMARTFOCUS EBOOK PAGE 11

12 MARKETING ATTRIBUTION Precent of Total Dollars by Marketing Channel - From 12/01/2013 to 12/31/ % 40% 20% 0% Display Paid Search Organic In your own company, you might discover that certain marketing channels, like , work well for older demographic segments but not so well for younger customers. Marketing attribution can help you dial in the right marketing mix for each of your segments. SMARTFOCUS EBOOK PAGE 12

13 PREDICTIVE MODELING (NEXT BEST OFFER) Predictive Modeling (Next Best Offer) Its true that most analytic projects and applications are very good at looking at the past, which is important when trying to measure your customers behavior or your marketing effectiveness. Predictive modeling, however, is the practice of using past measurements to make a projection about what is likely to happen in the future. Most often, predictive analytics projects attempt to score customers according to how likely they are to take some action make a purchase, respond to a marketing campaign, etc. Not so long ago, predictive modeling projects were almost exclusively done as expensive custom projects by in-house data scientists and developers there simply weren t very many options for commercial applications that were both usable by the line-of-business professionals and provided the lift required to justify the expense. Today that is no longer the case. The availability of rich data sources as well as a number of options for off-the-shelf applications has significantly lowered the cost of deploying these systems, and thus raised their ROI considerably. Building on the previous steps of data inventory, customer analytics, and marketing attribution, all of these can be used to fuel comprehensive and effective predictive modeling applications that can greatly improve the effectiveness of your marketing spend. One of the most effective initial use cases to tackle in this area is propensity to purchase. For a multi-department retailer, for example, giving a marketer the power to select customers who are likely to purchase from a certain department within a certain timeframe is very helpful in optimizing marketing spend. Savvy marketers know not to spend precious marketing budget on two groups of people: those who are unlikely to purchase under any circumstances, and those who are highly likely to purchase anyway. Deploying a propensity to purchase application that allows the marketer to select a group of people who have a purchase propensity score of between 50% an 80% results in much more targeted and effective marketing budget allocations. SMARTFOCUS EBOOK PAGE 13

14 SUMMARY Summary Today s consumers are demanding coordinated, relevant marketing interactions in order to remain loyal. Customer and marketing analytics that drive improved personalization techniques are must-have investments for business to consumer organizations wishing to remain competitive. Knowing where your organization is on the customer analytics maturity model can help you assess and prioritize your next investments in this area and deliver the best results. Keeping a dynamic inventory of your customer and marketing data, having the ability to explore, define, and track customer segments and having the ability to optimize your marketing channel mix, as well as knowing which of your customers are likely to respond are all defined steps you can improve your marketing effectiveness. SMARTFOCUS EBOOK PAGE 14

15 The Customer and Marketing Analytics Maturity Model Joe Dalton, SmartFocus SmartFocus US Inc Suite #300, SE 30th Place, Bellevue, WA 98007, USA Tel: +1 (425)

Analytics for cross-channel campaigns

Analytics for cross-channel campaigns Analytics for cross-channel campaigns Contents Introduction Introduction 3 Personalizing the interactions 4 What are the different types of analytics? 5 Measurement and insight 5 Segmentation 6 analytics

More information

hybris Solution Brief Hybris Marketing Market to an Audience of One

hybris Solution Brief Hybris Marketing Market to an Audience of One hybris Solution Brief Hybris Marketing Market to an Audience of One People are intuitive. A shop owner can meet a customer and immediately pick up on explicit and implicit cues that signal intent: What

More information

UpStream Software s Big Data Analytics Platform for Marketing Optimization Helps Clients Understand Buying Behavior and Improve Customer Targeting

UpStream Software s Big Data Analytics Platform for Marketing Optimization Helps Clients Understand Buying Behavior and Improve Customer Targeting CASE STUDY UpStream Software s Big Data Analytics Platform for Marketing Optimization Helps Clients Understand Buying Behavior and Improve Customer Targeting Company: Industry: Challenge: Solution: Results:

More information

AgilOne + Responsys. Personalizing and measuring your Responsys campaigns just got a whole lot easier.

AgilOne + Responsys. Personalizing and measuring your Responsys campaigns just got a whole lot easier. AgilOne + Responsys Personalizing and measuring your Responsys campaigns just got a whole lot easier. AgilOne s out-of-the-box bi-directional integration with Responsys combines comprehensive customer

More information

Adobe Analytics Premium Customer 360

Adobe Analytics Premium Customer 360 Adobe Analytics Premium: Customer 360 1 Adobe Analytics Premium Customer 360 Adobe Analytics 2 Adobe Analytics Premium: Customer 360 Adobe Analytics Premium: Customer 360 3 Get a holistic view of your

More information

Customer Centric Banking. June 2014, IBU Banking, SAP

Customer Centric Banking. June 2014, IBU Banking, SAP Customer Centric Banking June 2014, IBU Banking, SAP EMPOWERED CUSTOMERS ARE 79% 53% 59% Digitally Connected of customers spend at least 50% of total shopping time researching brands online. Socially Networked

More information

OMNI-CHANNEL MARKETING. Top 9 Questions

OMNI-CHANNEL MARKETING. Top 9 Questions OMNI-CHANNEL MARKETING Top 9 Questions TABLE OF CONTENTS 2 3 5 7 8 9 10 11 12 13 14 15 16 Table of Contents Introduction Top 9 Questions How does omni-channel differ from multi-channel marketing? Why is

More information

Making Integrated Campaigns Work: How a Search Marketing Mindset Can Drive the ROI of Display Advertising

Making Integrated Campaigns Work: How a Search Marketing Mindset Can Drive the ROI of Display Advertising Making Integrated Campaigns Work: How a Search Marketing Mindset Can Drive the ROI of Display Advertising Eli Goodman comscore, Inc. Keith Wilson The Search Agency, Inc. Our Presenters Eli Goodman Search

More information

Turning Big Data into a Big Opportunity

Turning Big Data into a Big Opportunity Customer-Centricity in a World of Data: Turning Big Data into a Big Opportunity Richard Maraschi Business Analytics Solutions Leader IBM Global Media & Entertainment Joe Wikert General Manager & Publisher

More information

Leaving Money On The Table

Leaving Money On The Table 10 Ways Retailers Are Leaving Money On The Table Page 1 Let s face it: gaining and retaining customers can often feel like a high stakes match. What s the right balance between what you ll give in the

More information

9 Reasons Your Product Needs. Better Analytics. A Visual Guide

9 Reasons Your Product Needs. Better Analytics. A Visual Guide 9 Reasons Your Product Needs Better Analytics 02 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 A Visual Guide Better Analytics for Your Users Table of Contents Introduction... 2 As a product

More information

Enterprise Marketing Automation Platform

Enterprise Marketing Automation Platform Enterprise Marketing Automation Platform Marketing is undergoing a fundamental shift. Emerging channels such as email and mobile have created new and unique opportunities to reach a new generation of customers

More information

The Power of Personalizing the Customer Experience

The Power of Personalizing the Customer Experience The Power of Personalizing the Customer Experience Creating a Relevant Customer Experience from Real-Time, Cross-Channel Interaction WHITE PAPER SAS White Paper Table of Contents The Marketplace Today....1

More information

Boosting Customer Loyalty and Bottom Line Results

Boosting Customer Loyalty and Bottom Line Results Boosting Customer Loyalty and Bottom Line Results Putting Customer Experience First in Your Contact Center TABLE OF CONTENTS Meeting Today s Customer Expectations...1 Customer Service is an Ongoing Experience...2

More information

FINDING BIG PROFITS IN THE AGE OF BIG DATA

FINDING BIG PROFITS IN THE AGE OF BIG DATA FINDING BIG PROFITS IN THE AGE OF BIG DATA UNLOCKING THE ENTERPRISE POTENTIAL OF BEHAVIORAL SEGMENTATION Alex Tavera Senior Loyalty Consulting Manager Behavioral Segmentation / 2 SEGMENTATION HAS EVOLVED

More information

7,000% 40% Argos, maximizing digital marketing returns.

7,000% 40% Argos, maximizing digital marketing returns. Argos, maximizing digital marketing returns. High street retailer builds its digital channels and drives new revenues through actionable insights from Adobe Marketing Cloud. Adobe Marketing Cloud solutions

More information

Data quality and predictive analytics. An Experian Data Quality white paper

Data quality and predictive analytics. An Experian Data Quality white paper Data quality and predictive analytics An Experian Data Quality white paper Data quality and predictive analytics Overview Customers have more options today than ever before. For example, they can shop

More information

Ensighten Activate USE CASES. Ensighten Pulse. Ensighten One

Ensighten Activate USE CASES. Ensighten Pulse. Ensighten One USE CASES Ensighten Activate Ensighten One Ensighten Pulse Use Case: On-Site Targeting based on Off-Site Display Ad Deliver relevant content to customers after they viewed or clicked through an Off-Site

More information

Segmentation for High Performance Marketers

Segmentation for High Performance Marketers Segmentation for High Performance Marketers Right Time Revenue Optimization STEP-BY-STEP GUIDE A Journey not a Destination High performance marketers recognize that market segmentation strategy is a journey

More information

Get results with modern, personalized digital experiences

Get results with modern, personalized digital experiences Brochure HP TeamSite What s new in TeamSite? The latest release of TeamSite (TeamSite 8) brings significant enhancements in usability and performance: Modern graphical interface: Rely on an easy and intuitive

More information

WHITE PAPER Analytics for digital retail

WHITE PAPER Analytics for digital retail WHITE PAPER Analytics for digital retail Introduction The advent of organized retail propelled businesses to reach out to a wider spectrum of consumers in an effort to increase market share. This gave

More information

Retail / E-commerce. Turning Big Data (and Little) Into Actionable Intelligence and Customer Profitability. Case Study ebook. Unlocking Profitability.

Retail / E-commerce. Turning Big Data (and Little) Into Actionable Intelligence and Customer Profitability. Case Study ebook. Unlocking Profitability. shop shop shop shop Retail / E-commerce Turning Big Data (and Little) Into Actionable Intelligence and Customer Profitability Part 3 in a series of 5 ebooks on intelligent customer engagement Case Study

More information

How2Guide. How Marketers Can Tap into Customer Data to Improve Customer Profitability and Campaign Effectiveness

How2Guide. How Marketers Can Tap into Customer Data to Improve Customer Profitability and Campaign Effectiveness How2Guide How Marketers Can Tap into Customer Data to Improve Customer Profitability and Campaign Effectiveness How Marketers Can Tap into Customer Data to Improve Customer Profitability and Campaign Effectiveness

More information

RFM Analysis: The Key to Understanding Customer Buying Behavior

RFM Analysis: The Key to Understanding Customer Buying Behavior RFM Analysis: The Key to Understanding Customer Buying Behavior Can you identify your best customers? Do you know who your worst customers are? Do you know which customers you just lost, and which ones

More information

THE STATE OF Social Media Analytics. How Leading Marketers Are Using Social Media Analytics

THE STATE OF Social Media Analytics. How Leading Marketers Are Using Social Media Analytics THE STATE OF Social Media Analytics May 2016 Getting to Know You: How Leading Marketers Are Using Social Media Analytics» Marketers are expanding their use of advanced social media analytics and combining

More information

How to Pick the Perfect Email Service Provider

How to Pick the Perfect Email Service Provider How to Pick the Perfect Email Service Provider Contents Introduction Consider your strategy Rank the features you need Define your budget Look at delivery rates Check out customer support Make an informed

More information

12/10/2012. Real-Time Analytics & Attribution. Client Case Study: Staples. Noah Powers Principal Solutions Architect, Customer Intelligence, SAS

12/10/2012. Real-Time Analytics & Attribution. Client Case Study: Staples. Noah Powers Principal Solutions Architect, Customer Intelligence, SAS Real-Time Analytics & Attribution Noah Powers Principal Solutions Architect, Customer Intelligence, SAS Patty Hager Analytics Manager, Content/Communication/Entertainment, SAS Suneel Grover Solutions Architect,

More information

THE 10 Ways that Digital Marketing + Big Data =

THE 10 Ways that Digital Marketing + Big Data = 1 Ways that Digital Marketing + Big Data = Sales Productivity The best global companies are transforming the way they market and sell. Here s how! Evolves into Digital TOP 10 about us MarketBridge is a

More information

The Changing Landscape of B2B ecommerce

The Changing Landscape of B2B ecommerce The Changing Landscape of B2B ecommerce For years, ecommerce was a B2C game a channel best suited for consumer brands and retail transactions. Several recent studies and some major shifts in buyer behavior,

More information

Enhancing customer-centric strategies. An Experian Data Quality white paper

Enhancing customer-centric strategies. An Experian Data Quality white paper Enhancing customer-centric strategies An Experian Data Quality white paper Introduction The retail industry is slowly shifting the way in which contact data is collected, used, and prioritized. With this

More information

Leveraging Big Social Data

Leveraging Big Social Data Leveraging Big Social Data Leveraging Big Social Data New ways of processing and analyzing Big Data have led to innovations across many industries from software that can diagnose Parkinson s to earthquake

More information

PREDICTIVE ANALYTICS FOR EVERYONE: EASY WAYS TO USE THE DATA YOU HAVE TO PREDICT WHAT CUSTOMERS WILL DO NEXT

PREDICTIVE ANALYTICS FOR EVERYONE: EASY WAYS TO USE THE DATA YOU HAVE TO PREDICT WHAT CUSTOMERS WILL DO NEXT PREDICTIVE ANALYTICS FOR EVERYONE: EASY WAYS TO USE THE DATA YOU HAVE TO PREDICT WHAT CUSTOMERS WILL DO NEXT The term Predictive Analytics sounds scientific and let s be honest a little scary. But as eventually

More information

4 ecommerce challenges solved using analytics

4 ecommerce challenges solved using analytics 4 ecommerce challenges solved using analytics 4 ecommerce challenges solved using analytics Contents ONE Customer Journey Attribution TWO Valuable Customer Marketing THREE User Flow Analysis (Registration

More information

HYBRIS MARKETING AND HYBRIS COMMERCE.

HYBRIS MARKETING AND HYBRIS COMMERCE. hybris Solution Brief HYBRIS MARKETING AND HYBRIS COMMERCE. A Perfect Match for a Personalized Customer Experience. Effective marketing is a critical component for any organization operating on digital

More information

Click Labs Report: How Retail Leverages Mobile

Click Labs Report: How Retail Leverages Mobile Click Labs Report: How Retail Leverages Mobile Table of Contents: Transforming Retail via Mobile...4 Mobile Apps vs. Mobile-Optimized Websites for Retail...6 How to Leverage Mobile Retail Apps to Increase

More information

Marketzone. campaigns that may or may not be working. Marketers today live in the world of the always-connected customer

Marketzone. campaigns that may or may not be working. Marketers today live in the world of the always-connected customer marketzone Marketers today live in the world of the always-connected customer... and cannot afford to waste dollars on campaigns that may or may not be working. Marketers today live in a fast-paced world

More information

Accenture Business Intelligence for Fashion and Luxury. Creating a Differentiated Customer Experience for Long-term Brand Loyalty

Accenture Business Intelligence for Fashion and Luxury. Creating a Differentiated Customer Experience for Long-term Brand Loyalty Accenture Business Intelligence for Fashion and Luxury Creating a Differentiated Customer Experience for Long-term Brand Loyalty Fashion is inherently an ever-changing industry. Customer preferences fluctuate

More information

Leveraging Data the Right Way

Leveraging Data the Right Way Leveraging Data the Right Way Use It or Lose It Unless organizations use information to drive action, Big Data or any data is more of a liability than an asset. The bottom line: Just get started. Here

More information

The Fundamentals of B2C Marketing Automation for Effective Marketing Communications

The Fundamentals of B2C Marketing Automation for Effective Marketing Communications The Fundamentals of B2C Marketing Automation for Effective Marketing Communications Mark Patron February 2013 Email and Website Optimisation Introduction Marketing automation is a process that uses insight

More information

Multi-channel Marketing

Multi-channel Marketing RIGHT TIME REVENUE OPTIMIZATION How To Get Started RIGHT TIME REVENUE OPTIMIZATION How To Get Started Summary: The Short List Here s our suggested short list from this paper: Multi-channel marketing is

More information

4 Retail Marketing Challenges. (and how to rise above them)

4 Retail Marketing Challenges. (and how to rise above them) 4 Retail Marketing Challenges (and how to rise above them) 4 Retail Marketing Challenges Many retailers find themselves in a precarious position as they look to acquire and foster relationships with consumers.

More information

Graduating CRM Beyond Pipeline Management CRM

Graduating CRM Beyond Pipeline Management CRM Graduating CRM Beyond Pipeline CRM Graduating CRM Beyond Pipeline Graduating CRM Beyond Pipeline So you ve got your CRM deployment running smoothly. Congrats to you! If you re like most of our customers,

More information

Transforming Big Data Into Smart Advertising Insights. Lessons Learned from Performance Marketing about Tracking Digital Spend

Transforming Big Data Into Smart Advertising Insights. Lessons Learned from Performance Marketing about Tracking Digital Spend Transforming Big Data Into Smart Advertising Insights Lessons Learned from Performance Marketing about Tracking Digital Spend Transforming Big Data Into Smart Advertising Insights Lessons Learned from

More information

WHITE PAPER Turning Insight Into Action. The Journey to Social Media Intelligence

WHITE PAPER Turning Insight Into Action. The Journey to Social Media Intelligence WHITE PAPER Turning Insight Into Action The Journey to Social Media Intelligence Turning Insight Into Action The Journey to Social Media Intelligence From Data to Decisions Social media generates an enormous

More information

Cyberica.NET Technologies E-Retailing Solutions Enabling Innovation as a growth driver for Enterprise of Tomorrow

Cyberica.NET Technologies E-Retailing Solutions Enabling Innovation as a growth driver for Enterprise of Tomorrow Cyberica.NET Technologies E-Retailing Solutions Enabling Innovation as a growth driver for Enterprise of Tomorrow Overview Cyberica is one of the most experienced software companies specializing in enterprise

More information

Celebrus for Telecommunications: Deepening customer intelligence with individual-level digital data

Celebrus for Telecommunications: Deepening customer intelligence with individual-level digital data SECTOR SOLUTIONS Celebrus for Telecommunications: Deepening customer intelligence with individual-level digital data p1 Introduction Today s Telecommunications sector is highly dynamic. Firstly the very

More information

How. How Online Retailers Can Drive Sales With Call Tracking

How. How Online Retailers Can Drive Sales With Call Tracking How Online Retailers Drive Sales with Call Tracking 1 CONTENTS 1. INTRODUCTION 3 2. FIVE KEY BENEFITS OF CALL TRACKING FOR ONLINE RETAILERS 4 3. MEDIAHAWK IN ACTION 6 4. WHY CHOOSE MEDIAHAWK 8 5. TESTIMONIALS

More information

CLICKS DON T MATTER The Need For A Better Measure of Digital Media Effectiveness

CLICKS DON T MATTER The Need For A Better Measure of Digital Media Effectiveness WHITE PAPER: THE NEED FOR A BETTER MEASURE OF DIGITAL MEDIA EFFECTIVENESS CLICKS DON T MATTER The Need For A Better Measure of Digital Media Effectiveness MARKETING IN THE DIGITAL AGE 50% of my advertising

More information

Segmentation and Data Management

Segmentation and Data Management Segmentation and Data Management Benefits and Goals for the Marketing Organization WHITE PAPER SAS White Paper Table of Contents Introduction.... 1 Benefits of Segmentation.... 1 Types of Segmentation....

More information

BUY BIG DATA IN RETAIL

BUY BIG DATA IN RETAIL BUY BIG DATA IN RETAIL Table of contents What is Big Data?... How Data Science creates value in Retail... Best practices for Retail. Case studies... 3 7 11 1. Social listening... 2. Cross-selling... 3.

More information

CONTENTS Introduction Call tracking Case Study Call Tracking tools Testimonials The Mediahawk Experience conclusion Request Demo

CONTENTS Introduction Call tracking Case Study Call Tracking tools Testimonials The Mediahawk Experience conclusion Request Demo 1 CONTENTS 1. Introduction 3 2. Call tracking Case Study Abbott Moore 4 3. Call Tracking tools For Financial Services 6 4. Testimonials 9 5. The Mediahawk Experience 10 6. conclusion 12 7. Request a Demo

More information

Estimating the Cost of Marketing Automation

Estimating the Cost of Marketing Automation Estimating the Cost of Marketing Automation 345 Millwood Road Chappaqua, NY 10514 www.raabassociatesinc.com Compliments of: Estimating the Cost of Marketing Automation Introduction The cost of marketing

More information

ADVERTISE Big Data Advertising For Branding

ADVERTISE Big Data Advertising For Branding Big Data Advertising For Branding Leveraging data to connect with more of your most valuable audiences What s Inside ADVERTISE 4 6 9 13 THE HEART OF PROGRAMMATIC IS DATA KNOW YOUR DATA OPTIONS SELECTING

More information

paragyte Whitepaper The Significance of CRM in Retail Industry

paragyte Whitepaper The Significance of CRM in Retail Industry Whitepaper The Significance of CRM in Retail Industry Retail Industry overview The retail sector has seen unprecedented growth in the last few years and according to research firm Lucintel, the global

More information

Next generation marketing

Next generation marketing Next generation marketing If your marketing isn t real-time, it s out of date Real-Time Interaction Management (RTIM) Contents: What is RTIM? Why is it important? What are the benefits? Who s a strong

More information

THE SMALL BUSINESS GUIDE TO MARKETING AUTOMATION

THE SMALL BUSINESS GUIDE TO MARKETING AUTOMATION 1 About the Author: Rodrigo Fernandez STRATEGIC MARKETING PROFESSIONAL Rodrigo is a seasoned marketing professional with over eight years of experience in brand development, digital media, marketing automation,

More information

Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management.

Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management. Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management. September 2012 OptifiNow September 2012 Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead

More information

Best practices to optimize CPG digital targeting

Best practices to optimize CPG digital targeting Best practices to optimize CPG digital targeting Digital targeting has evolved That was then Until recently, digital marketing tactics have largely focused on scale and placement: advertisers served content

More information

HOW THE GAME IS CHANGING: BIG DATA IN RETAIL

HOW THE GAME IS CHANGING: BIG DATA IN RETAIL BRICK MEETS CLICK BIG DATA UPDATE, 4Q 2013 HOW THE GAME IS CHANGING: BIG DATA IN RETAIL We ve been tracking retailing professionals experiences and attitudes toward big data regularly over the past two

More information

Banking On A Customer-Centric Approach To Data

Banking On A Customer-Centric Approach To Data Banking On A Customer-Centric Approach To Data Putting Content into Context to Enhance Customer Lifetime Value No matter which company they interact with, consumers today have far greater expectations

More information

5 Big Data Use Cases to Understand Your Customer Journey CUSTOMER ANALYTICS EBOOK

5 Big Data Use Cases to Understand Your Customer Journey CUSTOMER ANALYTICS EBOOK 5 Big Data Use Cases to Understand Your Customer Journey CUSTOMER ANALYTICS EBOOK CUSTOMER JOURNEY Technology is radically transforming the customer journey. Today s customers are more empowered and connected

More information

Customer Segmentation and Predictive Modeling It s not an either / or decision.

Customer Segmentation and Predictive Modeling It s not an either / or decision. WHITEPAPER SEPTEMBER 2007 Mike McGuirk Vice President, Behavioral Sciences 35 CORPORATE DRIVE, SUITE 100, BURLINGTON, MA 01803 T 781 494 9989 F 781 494 9766 WWW.IKNOWTION.COM PAGE 2 A baseball player would

More information

The. The Marketing Agency s Guide to Call Tracking

The. The Marketing Agency s Guide to Call Tracking The Marketing Agency s Guide to Call Tracking 1 CONTENTS 1. Introduction 3 2. Why Marketing Agencies use Call tracking 4 3. Call Tracking tools 6 4. The Mediahawk Experience 8 5. Conclusion 11 6. call

More information

hybris Solution Brief HYBRIS MARKETING Market to an Audience of One

hybris Solution Brief HYBRIS MARKETING Market to an Audience of One hybris Solution Brief HYBRIS MARKETING Market to an Audience of One People are intuitive. A shop owner can meet a customer and immediately observe both explicit and implicit cues that signal that person

More information

Marketer s Guide to Prioritizing Leads. Focus your time, money and effort on bringing new business by identifying and engaging the most likely buyers

Marketer s Guide to Prioritizing Leads. Focus your time, money and effort on bringing new business by identifying and engaging the most likely buyers Marketer s Guide to Prioritizing Leads Focus your time, money and effort on bringing new business by identifying and engaging the most likely buyers The deal in the haystack To be honest, the leads are

More information

Five Strategies to Build a Successful Email Marketing Campaign

Five Strategies to Build a Successful Email Marketing Campaign Five Strategies to Build a Successful Email Marketing Campaign David Daniels, CEO & Co-Founder - The Relevancy Group, LLC Christopher Nash, Senior Business Optimization Consultant Sitecore Reminders for

More information

Why Automation Should Drive Your Marketing Engagement, Starting Now

Why Automation Should Drive Your Marketing Engagement, Starting Now Why Automation Should Drive Your Marketing Engagement, Starting Now Do we need a marketing automation system? If you re planning on marketing in 2016 and beyond, the answer is Yes. The truth of the matter

More information

BUSINESS INTELLIGENCE: IT'S TIME TO TAKE PRIVATE EQUITY TO THE NEXT LEVEL. by John Stiffler

BUSINESS INTELLIGENCE: IT'S TIME TO TAKE PRIVATE EQUITY TO THE NEXT LEVEL. by John Stiffler IT'S TIME TO TAKE PRIVATE EQUITY TO by John Stiffler In a challenging economic environment, portfolio management has taken on greater importance. Private equity firms must look at every possible avenue

More information

4 Ways Retailers Can Beat the Competition. (With Data They Already Have)

4 Ways Retailers Can Beat the Competition. (With Data They Already Have) 4 Ways Retailers Can Beat the Competition (With Data They Already Have) On the surface, the retail data playing field looks fairly level. From big-box retailers like Walmart to small, independent boutiques,

More information

5 Things Growing Businesses Need to Look for in CRM Software

5 Things Growing Businesses Need to Look for in CRM Software CRM Buying guide 5 Things Growing Businesses Need to Look for in CRM Software Innovative businesses seeking to take control of the total sales cycle through innovative interactions and value-driven platforms

More information

Onward Reserve: 2.7x Revenue From Segmented Newsletters, 18x Conversions From Automated Emails.

Onward Reserve: 2.7x Revenue From Segmented Newsletters, 18x Conversions From Automated Emails. CASE STUDY Onward Reserve uses ecommerce data to segment weekly email newsletters into 4 variations, leading to: 41% more Opens. 183% more Clicks 233% more Conversions 278% more revenue 39% higher AOV

More information

DRIVING FORCES OF CHANGE IN MOBILE ADVERTISING

DRIVING FORCES OF CHANGE IN MOBILE ADVERTISING DRIVING FORCES OF CHANGE IN MOBILE ADVERTISING About the author: Cheryl Morris is Director of Marketing at Nanigans, a venture backed technology company driving the next evolution in media buying with

More information

The Quantcast Display Play-By-Play. Unlocking the Value of Display Advertising

The Quantcast Display Play-By-Play. Unlocking the Value of Display Advertising The Quantcast Display Play-By-Play Unlocking the Value of Display Advertising Introduction In 2013, businesses will spend nearly $18 billion on display advertising. Over the past few years, we've seen

More information

PROVIDING A RICH CUSTOMER EXPERIENCE IN THE B2B WORLD

PROVIDING A RICH CUSTOMER EXPERIENCE IN THE B2B WORLD PROVIDING A RICH CUSTOMER EXPERIENCE IN THE B2B WORLD THE B2B PARADIGM HAS CHANGED B2B 2.0! Over the years, the B2C ecommerce space has been at the forefront of providing consumer-friendly functionality.

More information

Maximize Sales and Margins with Comprehensive Customer Analytics

Maximize Sales and Margins with Comprehensive Customer Analytics Q Customer Maximize Sales and Margins with Comprehensive Customer Analytics Struggling to connect the dots between Marketing, Merchandising and Store Ops? With the explosion of customer interaction systems,

More information

Overcoming basket abandonment through effective implementation of real-time communications services.

Overcoming basket abandonment through effective implementation of real-time communications services. Overcoming basket abandonment through effective implementation of real-time communications services. The benefits of real-time customer engagement For the vast majority of online retailers, converting

More information

Voice of the Customer: How to Move Beyond Listening to Action Merging Text Analytics with Data Mining and Predictive Analytics

Voice of the Customer: How to Move Beyond Listening to Action Merging Text Analytics with Data Mining and Predictive Analytics WHITEPAPER Voice of the Customer: How to Move Beyond Listening to Action Merging Text Analytics with Data Mining and Predictive Analytics Successful companies today both listen and understand what customers

More information

Redefining Measurement from Awareness to Conversion. Smart Market: Vol. 4 Data-Driven Marketing, Demystified

Redefining Measurement from Awareness to Conversion. Smart Market: Vol. 4 Data-Driven Marketing, Demystified Smart Market: Vol. 4 Data-Driven Marketing, Demystified Redefining Measurement from Awareness to Conversion PROGRAMMATIC MARKETING & THE NEW CUSTOMER JOURNEY In today s multiscreen world, the odds that

More information

The Definitive Guide to Data Blending. White Paper

The Definitive Guide to Data Blending. White Paper The Definitive Guide to Data Blending White Paper Leveraging Alteryx Analytics for data blending you can: Gather and blend data from virtually any data source including local, third-party, and cloud/ social

More information

Marketing Orchestration. Better Metrics, Happier Customers. 72% Impression Lift 107% CTR Improvement

Marketing Orchestration. Better Metrics, Happier Customers. 72% Impression Lift 107% CTR Improvement Marketing Orchestration Better Metrics, Happier Customers. If your customers are happy, your metrics will show it. Higher ROI, higher click-through rates, more impressions, more sales. Leverage your 1

More information

Turbocharge Your Email Marketing Through Better Transactional Messages

Turbocharge Your Email Marketing Through Better Transactional Messages Turbocharge Your Email Marketing Through Better Turbocharge Your Email Marketing Through Better How to Use Everyday Transactional Emails for Greater Customer Experiences and More Revenue $ option #3 option

More information

Why traditional CRM is not enough. A white paper on the changing dynamics of Inside Sales

Why traditional CRM is not enough. A white paper on the changing dynamics of Inside Sales Why traditional CRM is not enough. A white paper on the changing dynamics of Inside Sales Introduction Why traditional CRM is not enough. A white paper on the changing dynamics of Inside Sales CRM software

More information

Direct Response Marketing on Facebook

Direct Response Marketing on Facebook Direct Response Marketing on Facebook Driving action online, in-store and in mobile app Summer 2014 1 Table of contents Facebook s direct response marketing solution 4 Best practices 14 Campaign prep 16

More information

Multichannel marketing: creating a competitive advantage in today s complex marketing landscape For marketing and customer intelligence executives

Multichannel marketing: creating a competitive advantage in today s complex marketing landscape For marketing and customer intelligence executives Multichannel Marketing Solution Brief Multichannel marketing: creating a competitive advantage in today s complex marketing landscape For marketing and customer intelligence executives Executive summary

More information

Critical Success Factors for Personalisation

Critical Success Factors for Personalisation Critical Success Factors for Personalisation Introduction To best optimise engagement and revenue, online and multichannel retailers need to personalise the brand and shopping experience for each customer.

More information

Crossing the great divide

Crossing the great divide Resolving customer identities across online and offline channels An Experian white paper A Retail marketing misstep A friend mentioned that he d recently made a significant kitchen appliance purchase at

More information

White Paper. Cross-channel Marketing: Go Mobile. Go Social.

White Paper. Cross-channel Marketing: Go Mobile. Go Social. Cross-channel Marketing: Go Mobile. Go Social. Cross-channel Marketing: Go Mobile. Go Social. Introduction: Mobile and Social Media and Buying Cross-channel marketing is evolving from the vast number of

More information

Omni-Channel Shoppers: An Emerging Retail Reality

Omni-Channel Shoppers: An Emerging Retail Reality Omni-Channel Shoppers: An Emerging Retail Reality Retail marketing is changing. Today, success means connecting with your most important customer: the omni-channel shopper. Here we detail the three ways

More information

ORACLE LOYALTY ANALYTICS

ORACLE LOYALTY ANALYTICS ORACLE LOYALTY ANALYTICS KEY FEATURES & BENEFITS FOR BUSINESS USERS Increase customer retention and purchase frequency Determine key factors that drive loyalty and use that insight to increase overall

More information

Know Your Buyer: A predictive approach to understand online buyers behavior By Sandip Pal Happiest Minds, Analytics Practice

Know Your Buyer: A predictive approach to understand online buyers behavior By Sandip Pal Happiest Minds, Analytics Practice Know Your Buyer: A predictive approach to understand online buyers behavior By Sandip Pal Happiest Minds, Analytics Practice Introduction Retail and E-commerce are one of the first industries that recognized

More information

How to Choose the Best Web Content Management System for Customer Experience Management:

How to Choose the Best Web Content Management System for Customer Experience Management: white paper How to Choose the Best Web Content Management System for Customer Experience Management: A Guide for Both Marketers and Developers Table of Contents Choosing a Web CMS is about more than Content

More information

Best Practices of Mobile Marketing

Best Practices of Mobile Marketing Best Practices of Mobile Marketing With the advent of iphone, Android phones, and tablets, adoption of the mobile is contagious, and will continue in the coming years as well. The market penetration of

More information

Marketers Use Technology to Drive Individualized Messaging

Marketers Use Technology to Drive Individualized Messaging Marketers Use Technology to Drive Individualized Messaging Smarter Emails Drive More Sales. Table of Contents Summary Aggregate Findings Gender Findings: Email Open and Click Behavior Income Findings:

More information

LIVE CHAT ANALYTICS & ROI Using analytics to measure the ROI of engagement

LIVE CHAT ANALYTICS & ROI Using analytics to measure the ROI of engagement Using analytics to measure the ROI of engagement Website analytics have evolved a lot since the humble Page View. No longer are decisions on new changes based on guesswork and intuition. Instead, you can

More information

Choosing A Customer Data Platform

Choosing A Customer Data Platform Choosing A Customer Data Platform Learn what makes a CDP work and how it can bring customer-driven marketing benefits to your marketing team. The Customer Data Platform Built for Marketers TABLE OF CONTENTS

More information

AgilOne integrates with your existing Silverpop implementation

AgilOne integrates with your existing Silverpop implementation AgilOne integrates with your existing Silverpop implementation AgilOne s Predictive Marketing Cloud comes out of the box with a bi-directional Silverpop integration to improve email conversion, and raise

More information

2014 State of B2B Procurement Study:

2014 State of B2B Procurement Study: Accenture Interactive Point of View Series 2014 State of B2B Procurement Study: Uncovering the Shifting Landscape in B2B Commerce 2014 State of B2B Procurement Study: Uncovering the Shifting Landscape

More information