Research shows that when consumer insights are translated into action a company is 84% more likely to surpass revenue and profitability goals. Ciceron is a full service digital marketing agency that believes that data points can be used to tell a story, gleaning consumer insights and using those to maximize your ROI.

1. Consumer
Insights

2. Corporate Overview
Ciceron is one the oldest, privately-held digital agencies in the country, having been
in business since 1995. Our longevity is a testament to our ability to deliver results
for our clients through tumultuous change. Ciceron has remained consistent in
producing measurable, sustainable, and extraordinary value for our clients.
Your customers are consulting more sources than ever before making a purchase
decision. Why? Because the information is out there. You need to capture this
information and capitalize on it. We help you better understand your customers and
their increasingly complex consideration process.
It’s
not
a
lack
of
data,
but
a
lack
of
insights
that
prevents
you
from
achieving
your
business
goals.
Did
you
know
more
than
70%
of
CMOs
feel
they
lack
true
insights?
IMB
CMO
Study,
2012
Web analytics, social media monitoring, search activity, and online surveys all
provide valuable data where real decisions can be made. From this data we create
insights and these insights speed up product development, cut time to market, help
your business keep its competitive edge and uncover real opportunities.
We Build Brand Advocacy
Ciceron recognizes the extraordinary power of advocacy-based brand strategy in
today’s socially connected, digital world. People who love your brand will introduce
you to your new customers. Recommendations come from your advocates – a
network of highly satisfied, passionate and connected customers who love your
products and service.
Sole property of Ciceron, Inc.

3. Ciceron Digital Ecosystem
STRATEGY THAT INFORMS. EXPERIENCES THAT DELIVER. ADVOCACY THAT SCALES.
competitive positioning
audience touchpoints
industry positioning
internal capabilities
target audiences
key performance indicators
Strategy
Digital Ecosystem
Consumer
Insights
iza
im
h
ht
s
tion
Business
Objectives
insig
s
o
op
community management
Brand
Content
ana l yt i cs
website
t
t
influencer relationships
campaign integration
recognition program
email architecture
Advocacy
reviews and stories
Experiences
Conversation
staff training
branded communities
mobile
SEO / SEM
media
Content may not be altered or reproduced without
proper attribution to Ciceron.
Strategy: We identify the opportunities
that arise at the intersection of your
business goals, your audience needs
and your ability to meet those needs.
Experiences: We ensure your existing
digital marketing programs are fully
optimized, uncover opportunities to add
value to your current experience, and set
you on a course to achieve advocacy.
Advocacy: We connect you with your
brand advocates, create programs and
experiences to energize those advocates
and convert advocate actions into insights,
understanding, and most importantly,
business results.

4. Finding the Story
1
The Setting: DATA
The purpose of data is only to help you
understand what happened.
2
The Plot: ANALYSIS
3
Character Development: INSIGHTS
4
Recommendations: THE CONFLICT
Preliminary analysis should show you why
certain key metrics or data points have
deviated from expected results.
Insights extract the meaningful from the
mundane. What is the impact on my
customers? How is it impacting my business.
We can see conflict arise as a result of
prioritizing tactics to address the issues
identified. Conflicts must be resolved quickly
to realize any benefit.
5
6
7
The Theme: KEY TAKEAWAYS
Marrying recommendations with insights
makes them actionable, and those key
takeaways provide the moral of the story.
The Epilogue: OPTIMIZATION
Taking action on the insights provided
allows you to become a better marketer,
a better business and a better storyteller.
The Ending: THE UNKNOWN
The ending to your story is unknown. The
success of your business will depend on
how quickly you can anticipate and react
to a constantly changing environment.

5. The Ciceron Approach
EFFORT
Define
Problem
• Understand and/or identify the business problem and potential
impact of findings
• Form hypotheses to determine what questions need answering
Research
• Gather existing data and information to identify gaps
• Develop the research plan
• Execute the plan to gather all data, research, and supporting info
Analyze
Identify
Opportunity
• Summarize findings
• Answer research questions
• Extract insights from data
50% You
50% Ciceron
30% You
70% Ciceron
10% You
90% Ciceron
• Build a business case for opportunities and recommendations
25% You
75% Ciceron

6. Turn Data into Consumer Insights
Social Media
Data
Explosion
Channel
Growth
Demographic
Shift
Top Challenges for CMOs
Due to impact and underpreparedness
82%
of
CMOs
feel
they
are
underprepared
to
manage
the
data
explosion
and
“lack
true
insights”
Source: 2013 IBM Global C-suite Sudy

7. Turn Consumer Insights into Profit
CEOs Areas of Investments
Customer Insights
73%
Operations
50%
Sales
49%
Market/Competitors
44%
Human Resources
43%
Supply Chain
Risk Management
40%
Research
shows
that
when
consumer
insights
are
translated
into
action
a
company
is
84%
more
likely
to
surpass
revenue
and
proNitability
goals
38%
Source: 2012 IBM CEO Study

8. Consumer Insights Clients
Due to the nature of this work, we
are unable to share specific client
examples. However, below is a list of
clients Ciceron has worked with to
leverage Consumer Insights to guide
their business decisions:
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
AgStar
Andersen Windows
Capella University
CSM Bakery Products
Delta Vacations
Feeding America
General Mills
Hollywood Fashion Secrets
Jostens
MakeMusic
Minnesota Twins
Radisson Blu Aqua
Security Life
Sonus
Tennant Company

9. Start Turning Data into Actionable Insights
Ciceron Consumer Insights Services Include:
Contact Us Today
ü Measurement, Analysis & Optimization (all channels)
info@ciceron.com
612.204.1919
ü Channel Performance Audits
ü Competitive & Industry Positioning
ü Marketing & Consumer Needs
ü Persona Development & Segmentation
ü ROI Modeling
ü Product Development & Innovation
ü New Business Intelligence & Guidance
ü Social Conversation & Sentiment Analysis
ü Social Listening (Brand, Competitors & Industry)
If you have a business problem or question, Ciceron will help you by using
consumer insights and research to help you get the answers.