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Moving Beyond Analytics:
Customer Centric Crushes the Silo
Spencer Altman, Head of Business Consulting
What customers do…
One Customer
Single Customer
Profile
Coordinated Approach
What we want…
Right content.
Right time.
Right device.
Right channel.
Right location.
Media Company attempts to buy
Price Comparison
Source : http://www.sueddeutsche.de/wirtschaft/medienkonzern-pro-sieben-sat...
Controlling your Value Chain – An Insurance Example
Derived from : Michael Porter and Marcel Martschausky
Entertain
Want/
...
“If I had asked my customers what they wanted,
they would have said a faster horse.”
-- Henry Ford
That is a challenge for
2016.
What will you do about it?
What does this mean for:
 your day-to-day projects?
 your team structure?
 your responsibilities?
 your career?
What does this mean for you?
What can Analysts & Managers do about this?
If we are the Price Comparison
engine…
 Decrease...
Important Aspects of becoming User Centric:
 User Centric KPIs
 User Centric Internal Projects
 User Centric Organisati...
Key Marketing KPIs – Digital Analytics KPIs
More new customers
1
More profit:
• per customer
• per transaction
• per visit...
Performance Metric Pyramid
Different Reporting Purposes – Different Reporting
Reporting
within
Online
Reporting
outside
Online
Business Goals
Reports...
Move away Product/Campaign Centric towards User Centric
Product/
Campaign
What products were bought?
How successful was th...
Examples : User Centric Marketing and Analytics
Which customers are about
to churn?
Which segments of those
customers are ...
Entertain
Problem /
Need
Info Search
Price
Alternatives
Conversion
Post-
Purchase
Where in the value chain are
each of you...
Why does this
not happen?
KPIs are too often not
centered on goal of
business.
Projects are too often not
KPI driven.
Successful Customer Relations/Marketing Actions
Business
Goals
Define
Measurement
Communicate/
Release
Define
Content/Chan...
Project Month 1 Month 2 Month 3
New Website R1.2
Requirements
Design
Build
Test
Release
Seasonal Campaign
Requirements
Tes...
Typical Team Project Calendar
Program manage in
optimal performance
Project Month 1 Month 2 Month 3
New Website R1.2
Requi...
Your goal is to help
your company make
money.
Your means are via
products, tools and
campaigns.
Do not confuse the
means a...
How to organise the systems? Single User Profile Approach to Data
Data
Warehouse
CRM /
Personalisation
Engine
Digital to
enrich models
Often Already in
Customer
Intelligence Models
Help Your CRM/Customer Intelligence…
Single
Customer
View
Help Your CRM/Customer Intelligence achieve…
Example Traditional Organisational Structure
CEO
CFO COO
Category
Managers
CIO CMO
Digital
Marketing
Analytics Channels
Di...
CI / BI /
CRM
Digital /
Analytics
Marketing
Your Internal Triangle to Success with Data
Marketing has
 Channels to the
Cu...
Requirements/Implement
/Reporting
Customer Focused
Analysis
Customer Contact/
Delivery
Example: Customer Experience Focuse...
What happens to your job
when all data is in the
Data Warehouse?
What happens to your job
when CI/BI is doing
your reporting?
 New positions that
do not really exist yet
 Cross-Functional
skills are key
 Very good
generalists
 Specific expertis...
Who will make these
changes happen?
Best Chance for
Success via Single
User Profile:
Change comes from
Top-Down
Bottom-Up:
You can still make
something happen
What you can do
today…
Shop your success up the organisation
Demonstrate success with minimal resources
Engage with the ‚o...
Business Case
Bank : New Account Signup Process
Online and Offline Combo
Customer
Prints Product
Form
Day 0
Customer
Submi...
Business Case
Customer
Prints Product
Form
Day 0
Customer
Submits
Form/Signs Up
for Product
On average 6 2 Weeks
CI team a...
Go for it!
It will be ok!
Source : iStock
Thank you !
Spencer Altman
spencer.altman@webtrekk.com
@spenceraltman
Head of Business Consulting
Berlin, Germany
[Webtrekk Webinar] Spencer Altman, Head of Business Consulting | Moving Beyond Analytics - Customer Centric Crushes the Silo
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[Webtrekk Webinar] Spencer Altman, Head of Business Consulting | Moving Beyond Analytics - Customer Centric Crushes the Silo

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This webinar, held on Wednesday, 21 October 2015, builds on the framework presented in Part 1 - "Data is Your New Oil - Identity Your Faster Horse" to discuss concrete challenges, concepts and steps on how to turn your data into profit.

The webinar will touch on marketing strategy, organisational challenges, detailed recommendations for managing marketing/digital projects. Finally, there is a recommended potential process for how to get your Single Customer View in place and a case study.

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[Webtrekk Webinar] Spencer Altman, Head of Business Consulting | Moving Beyond Analytics - Customer Centric Crushes the Silo

  1. 1. Moving Beyond Analytics: Customer Centric Crushes the Silo Spencer Altman, Head of Business Consulting
  2. 2. What customers do… One Customer Single Customer Profile Coordinated Approach What we want…
  3. 3. Right content. Right time. Right device. Right channel. Right location.
  4. 4. Media Company attempts to buy Price Comparison Source : http://www.sueddeutsche.de/wirtschaft/medienkonzern-pro-sieben-sat-erwaegt-verivox-uebernahme-1.2357147
  5. 5. Controlling your Value Chain – An Insurance Example Derived from : Michael Porter and Marcel Martschausky Entertain Want/ Problem Recognition Information Search Price Alternatives Conversion Post- Purchase *Source : http://www.zeit.de/2015/15/preisvergleich-check-24-portal/ €100 of an auto policy goes to check24* €80 - €90 to Google* €10 - €20 to check24* Insurer
  6. 6. “If I had asked my customers what they wanted, they would have said a faster horse.” -- Henry Ford
  7. 7. That is a challenge for 2016. What will you do about it?
  8. 8. What does this mean for:  your day-to-day projects?  your team structure?  your responsibilities?  your career?
  9. 9. What does this mean for you? What can Analysts & Managers do about this? If we are the Price Comparison engine…  Decrease Google costs – more targetted Google spend?  Customers for which no Google should be used?  Customers for which an owned channel can be used?  Use media/entertain channel for lower-cost acquisition and upsells Single Customer Profile & Identity are Key
  10. 10. Important Aspects of becoming User Centric:  User Centric KPIs  User Centric Internal Projects  User Centric Organisation  Change comes from Top-Down; otherwise focus on Small Success Today
  11. 11. Key Marketing KPIs – Digital Analytics KPIs More new customers 1 More profit: • per customer • per transaction • per visit 2 3 Reduce time between transactions Last Transaction Last Visit Next Transaction Next Visit
  12. 12. Performance Metric Pyramid
  13. 13. Different Reporting Purposes – Different Reporting Reporting within Online Reporting outside Online Business Goals Reports:  €€€€€€€  Maybe churn / new customers  Impact of Online on other channels Reports:  How are the €€€€ influenced?  Landing Pages?  Checkout?  Engagement?  Etc.?
  14. 14. Move away Product/Campaign Centric towards User Centric Product/ Campaign What products were bought? How successful was the campaign? Who are our customers? What communication is appropriate for which segment? When? How? Product X? Campaign X? Product Y? Campaign Y?
  15. 15. Examples : User Centric Marketing and Analytics Which customers are about to churn? Which segments of those customers are the most valuable? Which users are likely to buy soon? Which products are they likely to buy? Which users are we wasting money on? In which channels?
  16. 16. Entertain Problem / Need Info Search Price Alternatives Conversion Post- Purchase Where in the value chain are each of your users? Maybe there is a different value chain per user for different products/services you offer Different value chain points for different users means:  Different messages  At different times  On different devices  Via different channels
  17. 17. Why does this not happen?
  18. 18. KPIs are too often not centered on goal of business. Projects are too often not KPI driven.
  19. 19. Successful Customer Relations/Marketing Actions Business Goals Define Measurement Communicate/ Release Define Content/Channel Analyse Define Target Group Act & Optimise 1 3 4 5 6 7 Company Goals
  20. 20. Project Month 1 Month 2 Month 3 New Website R1.2 Requirements Design Build Test Release Seasonal Campaign Requirements Test Report New Product Tool Requirements Design Build Test Release Typical Team Project Calendar  Where is time to analyse performance of product releases?  Where is time to optimise campaigns? We often program manage in sub- optimal performance
  21. 21. Typical Team Project Calendar Program manage in optimal performance Project Month 1 Month 2 Month 3 New Website R1.2 Requirements Design Build Test Release Analyse/Report Optimise Seasonal Campaign Requirements Test Analyse/Report Optimise
  22. 22. Your goal is to help your company make money. Your means are via products, tools and campaigns. Do not confuse the means and the ends.
  23. 23. How to organise the systems? Single User Profile Approach to Data Data Warehouse CRM / Personalisation Engine
  24. 24. Digital to enrich models Often Already in Customer Intelligence Models Help Your CRM/Customer Intelligence…
  25. 25. Single Customer View Help Your CRM/Customer Intelligence achieve…
  26. 26. Example Traditional Organisational Structure CEO CFO COO Category Managers CIO CMO Digital Marketing Analytics Channels Display AdWords Social Affiliate Retargetting XX Total Channels SEO Creative/ UX Mobile Web Apps iOS Phone iOS iPad Android CRM Data Mining Email Customer Database Customer Relations Offline Marketing Market Research
  27. 27. CI / BI / CRM Digital / Analytics Marketing Your Internal Triangle to Success with Data Marketing has  Channels to the Customers  Knows how to talk to customers  Segmentation models Marketing is missing  Crucial (digital) data CI / BI / CRM has  Most customer data  Knows how to work with Big Data  Segmentation models CI / BI / CRM is missing  Crucial (digital) data Digital/Analytics has  Crucial Digital Data  Knows how to work with Digital Data
  28. 28. Requirements/Implement /Reporting Customer Focused Analysis Customer Contact/ Delivery Example: Customer Experience Focused Organisation Matrix Traditional Store / Branches Business Goals Call Center Offline Marketing Digital Other
  29. 29. What happens to your job when all data is in the Data Warehouse?
  30. 30. What happens to your job when CI/BI is doing your reporting?
  31. 31.  New positions that do not really exist yet  Cross-Functional skills are key  Very good generalists  Specific expertise unlikely  Think Decathlete : Very good at 10 events. Best in world at none of them.  You can likely push for this in your company to make it happen What is the future of a Web Analyst? Marketing Digital / Analytics BI / CI / CRM  Existing specialties  On-site optimization  Conversion Specialists  Testing  SEO  Other  Focus on silo’d Digital performance  Deep, specific expertise required  Think Sprinter / Marathoner: More focus on one skill set
  32. 32. Who will make these changes happen?
  33. 33. Best Chance for Success via Single User Profile: Change comes from Top-Down Bottom-Up: You can still make something happen
  34. 34. What you can do today… Shop your success up the organisation Demonstrate success with minimal resources Engage with the ‚other‘ team (CRM/BI/CI if you are Digital/Analytics or vice versa) Kickoff a small manual business case
  35. 35. Business Case Bank : New Account Signup Process Online and Offline Combo Customer Prints Product Form Day 0 Customer Submits Form/Signs Up for Product On average 6 weeks later Were these the same person?
  36. 36. Business Case Customer Prints Product Form Day 0 Customer Submits Form/Signs Up for Product On average 6 2 Weeks CI team arranged email to all customers who had not returned PDF within 1 week Analytics team created CSV file of all customers who downloaded the PDF Results :  More account signups  Decrease time to open account  First revenue transactions quicker  Improve profit by eliminating unnecessary emails/letters to untargeted distribution list
  37. 37. Go for it! It will be ok! Source : iStock
  38. 38. Thank you ! Spencer Altman spencer.altman@webtrekk.com @spenceraltman Head of Business Consulting Berlin, Germany

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