This document discusses how data can be used to accelerate a company's journey to customer-centered marketing. It makes the following key points: 1. Data should be used to gain real-time insights into customers and markets to create consistent, value-driven marketing programs centered around customers. 2. Understanding how customers have changed from passive recipients to active participants and co-creators is important for effective marketing. Digital and social data provides insights into customer passions, behaviors, and trends. 3. The document challenges common beliefs in digital marketing and advocates for approaches focused on customer effort over minimization of effort, speed of data-driven execution, personalization based on customer segments and tribes rather than just individuals.

1. Data driven CX
Accelerating your journey to
customer centered marketing
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2. 20 October 2015© Metia 2
• Who we are
• How your
customers changed
• The role of data
• What we believe
• How to get started

3. Who we are
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4. Our promise
Use customer and market
data to enable real time
contextual relevancy. We
will support customers to
ensure they have the right
people, process, data and
technology to deliver
authentic customer
centered marketing
We support: Our clients are
businesses who:
We are different
because we:
We do this by:
CX leaders in
organizations
that strive to be
best of breed
Want to accelerate
customer relationships
and ROI by evolving the
experiences created for
their customers
Applying our programmatic
approaches to provide
integrated audience
understanding, data
strategy, content strategy
and digital experience
design that take each of our
customers on an
accelerated journey to their
customer centered goals

5. Our Story has a hero
CxO
Function lead
Professional
Employee
Developer
Doctor
Teacher
Shopkeeper
Enterprise
Corporate
SME
Start up
Student
Millennial
Parent
Traveller

6. We accelerate the Customer Lifecycle
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INFLUENCE
EXPERIENCE
RELATIONSHIP
ADVOCATE
“ ”
• Evangelize experiences
• Contribute to the
community
• Advocate the brand
• Share content
• Provide information
• Transact 1+ times
• Consume content
• Defend the brand
• Co-create content
• Lead the conversation
• Build acquisition
momentum

7. How your customers
changed
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8. 20 October 2015© Metia 8
Passive
Recipients
Customers were individually
isolated; the victims of sporadic
outbursts of marketing.

9. To Active
Participants
They became connected to a
like-minded community, and
found their collective voice
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10. To Co-Creators and
Contributors
Are loyal stakeholders seeking a
role in shaping your future
products and services
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11. Invest more time
understanding:
• Utility
• Sharing
• Context
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Spend less time
obsessing over:
• Customer satisfaction
• Striving for engagement
• Endless surveys

12. Shift from:
• Measure by value of
individual transaction
• Alignment defined by tactics
• Personalization is defined by
individual profile fields
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Shift to:
• Measure lifetime value and
attributed community impact
• Alignment defined by
common purpose
• Personalization is derived
from behaviour and tribal
allegiances

13. Top of funnel thinking
Lifestyle & cultural factors
Category perceptions
Brand perceptions
Product perceptions
Engagement
Customer centered marketing
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Our response to the
changing world:
• We use digital and social data for both
‘outside-in’ insights into customers and
markets AND ongoing monitoring of
customer and market trends we create
real, active, value-driven programmatic
campaign customer centered marketing
• Our analysis starts at the top-of-funnel,
analyzing social and digital conversations
about the passion areas that underpin the
market – without relationship to category
(e.g. Health Insurance, Software) or brand
(e.g. Nintex or Microsoft).
Levelofcontextualrelevancetothecustomer.

14. What we believe
Challenging the ‘sacred cows’ of digital
marketing
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15. #1. I can’t deliver
seamless customer
experience until we
have overcome silo
behaviours
• All people are naturally tribal,
including yours. This won’t change.
Deal with it.
• Data should become a common
language across the business
• Silo-ed functions is not the issue,
it’s making decisions from multiple
sources of the ‘truth’
• A clear insight architecture will
create a single source of truth to
enable consistent decision making
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16. #2 My business is
not interesting
enough to create
buzz through digital
channels. I can’t use
digital data to
understand my B2B
customers.
• 95% of social conversations do not
mention a product or brand…this
means that 95% of what matters
relates to higher order needs
• Customer centered marketing
requires ‘top of funnel’ thinking to
drive relevance
• Focus on the higher order problem
or ‘passion area’ you are solving
for customers to drive
improvement and innovation
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17. #3 Minimizing my
customer effort is
the path to
accelerated revenue
• Friction is bad, effort is not. This is
particularly true in b2b where
‘effort’ can mean a level of
commitment to the relationship
• Customers seek a ‘fair exchange of
value’
• Focus on understanding what the
acceptable customer effort is that
drives a mutually beneficial
outcome
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18. #4 Relying on data
slows down my
marketing execution
• Data is being created by customers
and prospects all the time, in real
time
• Data can now move at the speed
of execution and customers
demand a say in the experiences
they consume
• Wire data to the anatomy of
execution and truly drive action
using the voice of the customer
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19. #5 Personalization is
only successful if I
can do it 1:1
• As ‘social truth’ becomes ever
pervasive, the wisdom of the
crowd drives behavior and
perception
• Individuals make decisions in the
context of a ‘tribe’ so
understanding the attributes of
segments is increasingly valid
• Start with ‘Persona-alization’ and
empower the customer to further
customize explicitly and implicitly
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20. Understanding your CX DNA
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21. Approaches to Customer Experience Management
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DataDNA
CX DNA
On time Real time
Manual:
PEOPLE
Automated:
TECHNOLOGY

22. How Metia can help to drive customer centered marketing
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DataDNA
CX DNA
On time Real time
Manual:
PEOPLE
Automated:
TECHNOLOGY
Amplify and Scale
Optimize efforts and
Innovate
Digital Transformation Data Strategy
INFLUENCE
RELATIONSHIP
ADVOCATE
EXPERIENCE

23. How to get started: what’s your DNA?
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CX DNA
On time Real time
Manual:
PEOPLE
Automated:
TECHNOLOGYIntegrated
Siloed
Implicit
Campaign
orientated
Lower use
of digital
channels
Higher use
of digital
channels
Programmatically
driven
Explicit
DataDNA

24. How to get started: where are you on your insight journey?
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What could our
high net worth
users value?
Which of these
propositions works
best in Spain?
How can we get
customers to pay more
for what we do?
What would a
world class support
service look like?
How can we
leverage reward in
our offer?
What positioning
does our brand
need to seize to be
sustainable?
How are our target
segments
changing?
How do prospects
in Far East go about
acquiring this
product?How do our
customers feel
about corporate
responsibility?
What threat does
our competitors
new product
present?
Where does our
existing customer
experience fall down?
What does the market
know about us?
What do prospect
customers think of
our existing offer?

25. Your position on the insight wheel: where to start
25
• Customer Research
Systems
• Positioning &
messaging research
• Customer Journey
Mapping
• Digital ethnography
• Bespoke segmentation
& persona development
• Top of funnel social data
analysis
• Content relevance
• Campaign
development
Proposition
development
Proposition
testing
Taking
propositions to
market
Market
understanding
UNDERSTAND
Cultural
contexts
Quality of
customer
experience
Engagement
with the
proposition
INNOVATE &
REFINE
MEASURE &
IMPROVE

26. Next steps
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• Review audience understanding
• Create a 360 degree view of the customer
• Establish Data and CX DNA and future recommendations