1. In search of the perfect customer journey
Thursday 23 April 2015 – HSBC, Manchester
WIFI:
@DMA_UK @CIMInfo

2. Welcome and introduction
Katy Sutton, International Commercial Manager,
HSBC
@HSBC_UK

3. Get your hands dirty with data
Finlay Clark, Industry Head, Retail, Google
@google

4. To view Finlay Clark’s presentation
please click here:
https://www.slideshare.net/secret/bE
QNwOEhXCG1zg

5. Tool Overview Questions Link Notes
INSIGHTS
Google Think Insights Gateway to main insights site
What insights can I find about my
brand?
http://www.thinkwithgoogle.com/insights/emea/
Google Trends
The evolution of Insights for Search,
Trends lets you compare search
volume patterns across specific
regions, categories and time frames.
Now including YouTube!
How much consumer interest is
there in my product and brand
territory? How much consumer
interest is there in my product
and brand territory?
http://www.google.com/trends/
Google consumer surveys
With Google Consumer Surveys, you
choose your target audience, type
your question and watch the results
roll in within hours. Get complete
results in days; not weeks
Whatever you want to ask! http://www.google.com/insights/consumersurveys/home
YouTube Analytics
View detailed statistics about the
videos you upload. Available to
anyone with a YouTube account.
What is the demographic profile
of my audience? What do they
think of my content? How are
they discovering my content?
http://www.youtube.com/yt/advertise/youtube-
analytics.html
Log in > my
channel > videos
> analytics
Trends for Marketers
Examines the relationships between
Google searches made in the same 30
minute browser session.
How has my marketing campaign
affected user behaviour on the
web? What is my current market
position relative to competitors?
What attributes do consumers
associate with my brand?
www.google.com/trends/market
Only available to
Whitelisted
agencies
Consumer Barometer
Free research tool that quantifies the
role of online in the consumer
journey from research to purchase.
How do consumers use the
internet to research and purchase
different products?
http://www.consumerbarometer.eu/
Google+ Ripples
Google+ Ripples creates an
interactive graphic of the public
shares of any public post or URL on
Google+ to show you how it has
rippled through the network and help
you discover new and interesting
people to follow.
Who has publicly shred my post
or URL? How was this shared over
time?
Google Tools

6. Tool Overview Questions Link Notes
MOBILE SPECIFIC
GetMo A range of mobile resources.
Is my brand set up for
mobile? How do I get my
brand set up for mobile?
http://www.howtogomo.com/en-gb/d/
Full Value of Mobile Calculator
Understand the full value of
mobile foryour business.The
Full Value of Mobile
Calculator provides a simple
tool and benchmarks to help
you estimate the value that
mobile drives for your
business.
What value can I put on
mobile conversions such
as calls, apps, in-store,
mobile site and cross-
device?
http://fvm.withgoogle.com/fvm/en/d/
Our mobile planet
Our Mobile Planet provides
insights into smartphone
usage and mobile attitudes.
How can I deepen my
understanding of the
mobile consumer?
http://www.ourmobileplanet.com/
Mobile Playbook
The busy executive's guide to
everything mobile
How should my client
approach the mobile
space?
http://www.themobileplaybook.com/

7. ZEITGEISTS & REGULAR
UPDATES
YouTube trends
A destination for daily insight
into the zeitgeist of the
world's largest video site.
What videos have
significantly increased
search volumes? Why are
certain videos popular?
http://www.youtube.com/trendsdashboard
Google Blog Search
Search posts in 18+ languages
on all blogs across Google's
continually updated blog
index.
What do consumers think
of my brand?
http://www.google.com/blogsearch
Google Alerts
Monitor a developing news
story, keep current on a
competitor or industry, and
get the latest feeds on
upcoming events.
What are the latest news
and views on my brand?
http://www.google.com/alerts
What do you love?
An aggregation of all things
internet on a specific topic
http://www.wdyl.com/
YouTube 4@4am newsletter
A weekday email featuring
each morning's trending
content, links to stories on
the Trends site, and the top
five most viewed and most
shared videos on
youtube.com.
https://youtube-trends.appspot.com/

8. CREATIVE INSPIRATION
Doubleclick creative gallery
A range of creative
executions from a broad
variety of brands.
www.richmediagallery.com
Project Re-brief
Some of the world's most
famous advertising
campaigns re-imagined for
the digital world.
http://www.projectrebrief.com/
Creative Sandbox
A showcase of marketing
campaigns that blend
creative genius with digital
innovation. See cool stuff.
Learn how it was done.
http://www.google.com/think/creative-
sandbox/
5 cool things blog
A collection of the best
recent digital creative
executions.
http://fivecoolthings.blogspot.com/

9. Getting a bigger slice of the pie
Papa John’s customer journey
Eva Mowbray, Senior Manager – Marketing, Papa
John’s
@PapaJohnsUK

10. To view Eva Mowbray’s presentation
please click here:
https://www.slideshare.net/secret/26
sjdIVMZmmRvQ

11. Break

12. Mapping the customer journey:
Turning theory into practice
Alan Gilmour, Head of Strategy, Cogent Elliott
Paul Hemingway, Head of Marketing Operations and
Digital, Police Mutual
@CogentElliott @alan_gilmour @Police_Mutualgp

13. MAPPING THE
CUSTOMER JOURNEY:
TURNING THEORY
INTO PRACTICE

15. THINKING TO STIMULATE
THINKING

16. HOW ARE TOP COMPANIES
RE-DESIGNING THEIR CUSTOMER
JOURNEYS TO COPE WITH THE
COMPLEXITIES OF AN INCREASINGLY
COMPLEX MULTI-CHANNEL WORLD?

17. WHO WE SPOKE WITH

18. 18
A DEFINITION
‘’The customer journey is the sum of the
customer’s interactions with the brand designed
to deliver a brand affirming experience’’

19. OUR
BUSINESS
IS TO
BUILD
YOUR
BUSINESS.

20. IT IS MUCH MORE
THAN THIS…

21. MAKING IT AS EASY AS ABC
MORE EASY FOR MORE CUSTOMERS TO
DO BUSINESS WITH BRANDS MORE OFTEN

22. IT BUILDS
BUSINESS

23. CONSUMER BEHAVIOUR
HAS CHANGED

24. AND CUSTOMER JOURNEYS MUST NOW
REFLECT INCREASINGLY COMPLEX
CUSTOMER BEHAVIOUR IN A MULTI
CHANNEL WORLD

25. 3 KEY LEARNINGS

26. LEARNING #1

27. LEARN TO WALK IN THE
CUSTOMER’S SHOES…
‘The biggest risk… is that you think
of the journey as a process… to
examine your customer journeys
you must do so from the outside in
and learn to walk in the customers
shoes’

28. LEARNING #2

29. BUILD THE JOURNEY AROUND
EMOTIONAL NEEDS
‘We are always
looking to find
ways to appeal to
the gut… so we set
out in our customer
journey to build an
emotional
connection’

30. LEARNING #3

31. LEAD FROM THE FRONT…
‘It is important
that those who
dictated and
built the process
get the chance
to view their
handiwork’

32. WHO’S IN CHARGE?
‘Businesses that
say the customer
experience
belongs to
everyone mean
that no one is
accountable….’

43. AND FINALLY….

44. SOME OTHER THINGS TO CONSIDER…
Everything starts with the brand and the customer
Bust the silos and remove the friction
What gets measured gets done
Don’t forget your people

45. WANT TO KNOW MORE?
@alan_gilmour
OR
alan.gilmour@cogent.co.uk
OR
Alan Gilmour

46. THANK YOU
© Cogent Elliott Limited
The content of this presentation is protected by copyright which belongs to Cogent Elliott Limited.
It must not be copied, disclosed or distributed to any third party without the prior consent of Cogent Elliott Limited.
www.cogent.co.uk
Cogent Elliott, Heath Farm, Hampton Lane, Meriden, West Midlands CV7 7LL Tel: 0121 627 5040
Cogent Elliott, 85 Tottenham Court Road. London W1T 4TQ Tel: 0207 268 3058
Junction Eleven, Unit 4, Wildmere Industrial Estate, Jugglers Close, Banbury, Oxfordshire OX16 3JU Tel: 01295 709 074

47. To read ‘Mapping the Customer
Journey’ please click here:
https://www.slideshare.net/secret/6jv
ZK7FJxhcWR8

48. Where brands live and thrive
Jason Spencer, Business Development Director, ITV
@ITV

49. Panel discussion
Katy Sutton, International Commercial Manager, HSBC @HSBC_UK
Finlay Clark, Industry Head, Retail, Google @google
Eva Mowbray, Senior Manager – Marketing, Papa John’s @PapaJohnsUK
Alan Gilmour, Head of Strategy, Cogent Elliott @CogentElliott @alan_gilmour
Paul Hemingway, Head of Marketing Operations and Digital, Police Mutual @Police_Mutualgp
Jason Spencer, Business Development Director, ITV @ITV
@DMA_UK @CIMInfo

50. Closing comments
Katy Sutton, International Commercial Manager,
HSBC
@HSBC_UK