The Power of Data Driven LEAN Marketing - Chris Harding
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Chris Harding of Resonate Business Solutions talks at "Getting Ahead in Web Analytics 2" about how to use data to drive marketing performance.
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The Power of Data Driven LEAN Marketing - Chris Harding
- 1. The Power of Data Driven LEARN Marketing
- 5. THE ONLINE CONVERSATION What does it mean?
- 6. 3 BIG CHALLENGES •The BUSINESS • The BRAND • The ENGAGEMENT
- 8. BRIDGING THE GAP PROFIT SALES CUSTOMERS CONVERSION OPPORTUNITIES MARKETING / SALES CHANNELS & CAMPAIGNS COMPELLING VALUE PROPOSITION CAPACITY & CAPABILITY Success comes from bridging the GAP between the creative & the commercial
- 9. THINK RELEVANCY Know your customer!! “The only sustainable competitive advantage is your organisation’s ability to learn faster than the competition.” (Peter Senge - MIT)
- 10. ANALYSE YOUR CUSTOMER ENGAGEMENT Don’t Guess! text Learn from the data
- 11. ASK SMARTER QUESTIONS? What if we could improve that by 1%?
- 12. THINK INTEGRATED MARKETING CAMPAIGNS
- 13. JOINED-UP THINKING to DRIVE BUSINESS PROGRESS Tactical Improvements AND Strategic Innovation
- 14. OPTIMISATION + INNOVATION PERFORMANCE Technical & Creative Optimisation Continuous Improvement ENGAGEMENT Intelligent Innovation Data Driven Listening Learning Insights AGILE dev Engagement Competitive Advantage
- 15. Thank You
Hinweis der Redaktion
- What I’m going to share with you in the next 15 minutes Has the potential to TRANSFORM YOUR BUSINESS THE REASON i say that is because Rather than just BLAST you with another list of ideas about search and social media START with a more effective FRAMEWORK for THINKING about your business and marketing... Then some PRACTICAL NEXT STEPS The NO-BRAINER OPPORTUNITY to get help working on your strategy
- You don’t need me to tell you we are living in interesting times Somewhere BETWEEN the INDUSTRIAL AGE with its INDUSTRIAL MINDSET which is very functional in its approach and the DIGITAL AGE with its RELATIONALLY CONNECTED MINDSET which is all about relevance ULTRA COMPETITIVE LANDSCAPE that you operate in. POWERED BY TECHNOLOGIES including the INTERNET and is arguably the most influential invention since the printing press. The RAPID ADVANCEMENTS in sophisticated technologies are changing the way we communicate, BUY, SELL, DO our work, do business Everything DISCOVERABLE / more COMPETITIVE / more INNOVATIVE / more DISRUPTIVE REVOLUTION without destination Has direction but its a state of DISCONTINUOUS CHANGE
- The good news is that there are thousands of opportunities every month for the services you offer The OPPORTUNITIES for attracting and keeping new customers are huge More than 650,000 searches per month
- 20 opportunities to get found on PAGE ONE of google Lloyds Halifax Santander Tesco HSBC
- This is not going to be a lesson on social media but just To POINT OUT that the LANDSCAPE has CHANGED FOREVER YOU ARE NO LONGER IN CONTROL of the conversation But you have to see it as a conversation and you have to ENGAGE in the conversation
- THE BUSINESS CHALLENGE HOW TO attract and keep CUSTOMERS - not sales The BRAND challenge there is a WAY TO DO EVERYTHING - BETTER WAY - need to do it better than the competition so that your way is the preferred way for your clients - so they keep coming back BRANDING is important for customer perception - but BRAND is more important - its reality The ENGAGEMENT challenge includes marketing – effective communication of your ideas and your value proposition in a compelling and relevant way that gets the customer to say “yes” You CANNOT SELL ANYTHING - You can only PERSUADE people to take the next step towards buying Moments of truth At every touch point In the next 10 minutes - FOCUS ON THE ENGAGEMENT CHALLENGE FIRST want to give you the STARTING POINT that holds them all together. the MINDSET challenge - a way of thinking about your business as the solution to its customer’s problems. The REAL REASON reason some succeed and others fail - the same technical skill
- What problem does it solve - What difference does it make to the customers life The customer doesn’t want what you sell He / she wants what happens after they have done business with you You are helping your customer advance his / her business - improve his or her life Lloyds TSB – “For the journey” Barclays - What is it about the way we do it that is better for the customer You CANNOT SELL - You can only persuade them to BUY from you rather than the competition Your job is not to generate SALES Your job is to WIN CUSTOMERS who like the way you do it so they keep coming back Your job is to build a system that attracts and keeps customers
- The BIGGEST MISTAKE you can make is to think that marketing is all about the creative and sales is all a numbers game ACTIVITY drives results Your company is an ORGANISATION of JOINED UP BUSINESS ACTIVITY Success comes from bridging the GAP between the creative & the commercial How do you do that?
- START HERE You have to UNDERSTAND your CUSTOMER and THEIR REASON for buying You dont need to do DIFFERENT THINGS Quirky doesnt get the job done - You need to do the basic things DIFFERENTLY - MORE effectively Think – point of compelling relevance
- INTELLIGENT ANALYSIS OF THE ACTIVITY + JOINED UP THINKING DONT JUST WORK FORWARDS from new IDEAS & tactics DONT JUST COUNT RESULTS - work backwards from the results ANALYSE THE ACTIVITY vs THE ENGAGEMENT HUMANISE THE DATA - START WITH WHY PEOPLE are the thing you need to UNDERSTAND to win in business What are we saying and doing to convert customers? Why do they say yes and why do they say no? TEST ways of increasing engagement TEST new channels ALWAYS REMEMBERING the cost of buying a new customer - not the cost of marketing STOP GUESSING and start LEARNING from the data WHAT WORKS WHAT DOESNT WORK WHAT WOULD I CHANGE WHAT DO MY CUSTOMERS THINK? DONT LET THE CEO ABDICATE RESPONSIBILITY to the marketing team to be creative and clever START DRIVING INTELLIGENT DECISIONS based on the RESULTS of each step of business activity TAKE THE INTELLIGENT DATA TO THE BOARD ROOM in a language that CEOs understand
- Use the data to Model the relationship between activity and results undertstand BEHAVIOUR and ASK SMARTER QUESTIONS Empower DECISION MAKING Reduce RISK ask WHAT IF questions Think about EFFECTIVENESS rather than just shooting for targets Go for QUALITY rather than quantity THINK LIKE THE CEO - WHAT IF you could get a better result with less budget? How would we do that?
- Define JOINED UP CAMPAIGNS AND THEN decide which tools to get out of the bag BE REALISTIC about the objectives of each campaign - understanding the behaviour of all your customer types Involve other members of the customer facing team and data from other areas See marketing is an INTEGRATED PART OF THE BUSINESS ACTIVITY for attracting and keeping customers
- Finally You need both I understand that there is a lot at stake Huge budgets Significant Rep Risk Tough targets Greater expectations with less resources YOUR BEST CHANCE OF SUCCESS Speak the boardroom language Bridge the gap between the Creative & the commercial Using credible data and entrepreneurial customer-focused insight to drive decision making Insights based on the modelled behaviour of ALL your different customer journeys Anchoring the results to the financial goals and the cost of acquisition (rather than working to a budget)
- Dont settle for SAFE - we are in UNCHARTERED WATERS - you need to innovate Not in a FRAGMENTED QUIRKY WAY that dabbles in loads of random ideas Use the data to DRIVE the business improvements YES - improve performance that FREES UP BUDEGET to test NEW IDEAS BUT ALSO DO IT BECAUSE you want to DRIVE your own future as someone who is more than a creative marketing technician