Customer IntelligenceDeveloping Empathy at Scale

Charles LafageAutodesk Market Intelligence & Customer Analytics

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Career analyst

Increasing focus

Drive alignment and action

About me

© 2015 Autodesk

Market and Customer Intelligence

Segment IntelligenceSweet spot IntelligenceChannel / Sales IntelligenceGo-To-Market supportPain points & value proposition validationDecision process & persona

Marketing Data Science and Predictive Modeling

Retention modelingNurture stream design and content recommendationCampaign targeting prioritizationResponse management prioritization, lead scoringAccount modeling, customer value migration

Customer Engagement Analytics

Nurture Campaign Intelligence & Optimization

Intelligence functions at Autodesk

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Empathy at Scale

Look at the crowd

Focus on your audience

Find your voice

Sing in harmony

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Data driven

Informs strategic decisions

Actionable for digital marketing

Alignment around a shared understanding of customers

What makes this approach specific?

Identify your audience

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Customer Decision Journey

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Customer Decision Journey

Users

Champ

Sponsor

Gate Keeper

RatifierUsers

Understand your audience

Define Persona

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StereotypesBland profiles

What do all audience members have in common?

IrrelevantNot actionable

What characteristics can be used to

cluster the audience into groups?

From Audiences to personas

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Actionable personas

Experience

Industry of employment

Company size

Job titles

Education

Rosetta personality

Region

Focus Skills

Purchase influence

Career goals

Pain points

Motivators

Characteristics Attitudes & roles

?

Find the characteristics that drive similar buying behavior

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Persona segmentation examples

Experience

Mahesh

ChrisBeda

Matt

Focus skills:

• Soft Skills & Business Acumen

• Innovation & Engineering

• Tools & function

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Persona segmentation examples

Junior

Experienced

Senior Leadership

Business Owner

Sources: LinkedIn profiling

Ricky

Raz

Tolgar

Kai

Hierarchy

Company Size

Empathize with individuals

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Depth of empathy that allows to create personal messages, strong enough affinity to resonate,

stand out

Simplicity that allows it to be grasped across the org and drive alignment

Actionable for different stakeholders with different requirements

Challenges

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4 actionable sections

Persona

Demographics

Persona at WorkSkills

ExperienceGoals

Pain pointsMotivators

Success factors

Persona In Purchase

Role in decision processAssociated marketing / sales objectives

Persona and Marketing

Customer satisfactionBrand perception

Marketing channel preferencesContent format preferences

Information needs

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Persona Demographics

Persona DemographicsPopulation size

GendersAge

EducationJob titles

Motto or quote

Beda is an early career millennial with responsibilities developing mechanical assemblies, parts, and systems for products in CAD. Engineering is a lifestyle for him he may identify to the Maker community. He is eager to learn new technologies and driven to establish workplace credibility.

90 000 in the US

Age: 28

Male

BS or MS in Mechanical Eng.

Mechanical Engineer / Product Engineer

Plan IdentifyAlign

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Persona at work

Understand EmpathizeRelate

• Day in the Life • Motivators & Pain points • (both general and related to specific

product category)

Persona at WorkSkills

ExperienceGoals

Pain pointsMotivators

Success factors

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Persona in Purchase

PrioritizeMessageInfluence

Persona In Purchase

Role in decision processAssociated marketing / sales objectives

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Persona and marketing

ReachInfluence

Persona and Marketing

Customer satisfactionBrand perception

Marketing channel preferencesContent format preferences

Information needs

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BLS

LinkedIn scrapping

ProfilesJob offers

Interviews

Social listening

Methodology & Resources

Data

+Empathy

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Exis

tin

g P

rog

ram

s Improve contentAdapt tone of voice

New

Pro

gra

ms

Predict outcomesSelect channelsSelect content formats

New

Fra

mew

ork

s

Progressive profilingContent customizationJourney customization

How marketers Deploy Empathy at Scale

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