PATH TO ROI: Understanding Customers Through Social Profile and A WHITE PAPER BY GIGYA

Transcription

1 PATH TO ROI: Understanding Customers Through Social Profile and Behavior Data A WHITE PAPER BY GIGYA

2 This five-part content series, Path to ROI, focuses on the different technologies and tools that businesses can leverage to generate valuable ROI from their marketing efforts. ROI - it s that elusive, encompassing term that marketers love to throw around, dissect, measure, and discuss. But what does it actually mean and how exactly is it achieved, particularly in the realm of social marketing? To help marketers better strategize their digital marketing efforts, we ve broken down the path to social ROI into a series of achievable, measurable methods. This white paper outlines how true customer understanding can be achieved by collecting and analyzing customers social profiles and behavior data.

3 Connecting Authentically with Consumers through Social Data As more and more businesses are discovering, true customer understanding begins with social data. According to a recent survey sample of 2,200 marketers around the world, 71% of marketers plan to implement big data analytics into their marketing strategies within the next two years. 71% of marketers plan to implement big data analytics into their marketing strategies within the next two years. (Source: Teradata Data-Driven Marketing Survey 2013) Having access to users social profiles and behavior data enables businesses to better tailor their marketing efforts and online experiences for increased relevancy. For instance, a user who logs in with his Facebook account grants your business access to his profile information, which can include his interests, social graph, location, and more. You can then use this data to tailor your marketing campaigns and online experience to that individual user.

4 Collecting Data the Right Way: Transparency and Permission Data collection can be a touchy subject, particularly when consumers feel left in the dark about exactly what data is being collected and how their data is being used by businesses. To help consumers feel more at ease about granting access to their personal information, we advise businesses to ask for data in a transparent, permission-based way. By first prompting users to grant you access to their data and clearly communicating exactly what data points you ll be collecting and how you plan to use this data, you assure your customers that their data is safe in your hands.

5 What You Should be Measuring The main purpose of collecting user data is to gain a better understanding of the consumers that identify the most with your brand. When evaluating the ROI of this, you ll need to pinpoint the most relevant social data fields and track the average number of data points from each data field. We ll explain this in greater detail below: Relevant social data points Before you ask users for their data, it s important to figure out which data points are most relevant to your marketing strategy. For instance, a retailer that wants to offer tailored promotions on users birthdays will likely be interested in their customers interests, shopping histories, and birthdates. What types of user information will make the greatest impact on your marketing efforts? Average number of data points Each data field offers a different number of data points. For example, Facebook users often list multiple items in the interests field of their profiles, while a more straightforward data field such as can only garner one or two entries. How many data points does your business plan to collect?

6 Formula to Calculate ROI of Consumer Data ( ) = VALUE OF CONSUMER DATA (Average number of data points collected per user Average value of data point) Number of socially connected users About Gigya Gigya's Customer Identity Management Platform helps companies build better customer relationships by turning unknown visitors into known, loyal and engaged customers. With Gigya s technology, businesses increase registrations and identify customers across devices, consolidate data into rich customer profiles, and provide better service, products and experiences by integrating data into marketing and service applications. Gigya's platform was designed from the ground up for social identities, mobile devices, consumer privacy and modern marketing. Gigya provides developers with the APIs they need to easily build and maintain secure and scalable registration, authentication, profile management, data analytics and third-party integrations. More than 700 of the world s leading businesses such as Fox, Forbes, and Verizon rely on Gigya to build identity-driven relationships and to provide scalable, secure Customer Identity Management.