Post on 23-May-2018
discovering your customers
decision journey
Property of Alight Analytics : Private & Confidential
1@MattHertig @AlightAnalytics
the customer decision journey
Customers today aren’t buying online or
offline – they are buying from a brand.
Every sales & marketing channel utilized in
a buying decision plays a role in shaping
the customers decision journey and brand
experience.
@MattHertig @AlightAnalyticsProperty of Alight Analytics : Private & Confidential
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ResearchA
naly
ze
Co
nsid
er
Engage
Buy
Awareness
An
aly
ze
Co
nsid
er
Engage
Research
Generate Demand
Cu
sto
mer
Beh
avio
r K
no
wle
dg
e
Phase of Decision Journey
Persuade Convert Build Loyalty
the customer decision journey
understanding every
customers unique decision
path is a Big Data
challenge
Consider Engage Buy
@MattHertig @AlightAnalytics5
Property of Alight Analytics : Private & Confidential
implementing a big data strategy
for sales & marketing
Property of Alight Analytics : Private & Confidential
6@MattHertig @AlightAnalytics
why sales & marketing fails in using big data
Fragmented reporting approach and data
silos lead to manual integration processes
resulting in loss of historical intelligence
and lack of holistic decision making
strategy based on performance.
Customer Segments and Markets are
identified to grow market share, meet
retention targets, and grow the customer
base.
Internal Customer
Data Warehouse
? ? ?
Fragmented execution approach to
investing in various online and offline sales
& marketing channels
@MattHertig @AlightAnalyticsProperty of Alight Analytics : Private & Confidential
7
big data analytics framework
Busin
ess V
alu
e
Attribute
Performance
of all sales &
marketing channel
investments to
understand true
channel value in order
to more effectively
target spend
Holistic
Understanding
of performance &
influence of
marketing on sales
through a defined
and integrated
dashboard
strategy
Holistic
Process
to track all investment
activity across all
sales & marketing
channels through a
cross-channel
tracking strategy
Forecast
Behavior
across all sales &
marketing channels
based on a defined
and repeatable
modeling
strategy
@MattHertig @AlightAnalyticsProperty of Alight Analytics : Private & Confidential
8
centralized big data performance warehouse
TV Radio Print OOH
Banner
AdDirect
Organic &
Paid
SearchEmail
Mobile
& Apps
Facebook,
YouTube,
Web &
Phone
Sales
Web &
Phone
Leads
Marketing Attribution Sources
Sales & Marketing Channel Data Sources
Website
Brand
Health
Monitoring
WeatherCompetitor
Media
Spend
Market
Share
Product
Pricing
Sales
TerritoriesRebate
Coupon
Activity
In-Store
Sales
Local
Search
Marketing
Media
Ratings
Qualitative
SurveysAffiliate
Online
Sales
Call Center
Statistics
@MattHertig @AlightAnalyticsProperty of Alight Analytics : Private & Confidential
9
big data performance analytics strategy
The most effective Marketing Channels are
used to support Customer Segmentation
and Segment Market Strategies based on
performance and strategy alignment
through an automated and scalable data
platform
Customer Segments and Markets are
identified to grow market share, meet
retention targets, and grow the customer
base.
Internal Customer
Data Warehouse
Shared performance
intelligence
Integrated investor-driven approach to
marketing channel investments
Attribution
Modeling
Analytics
@MattHertig @AlightAnalytics
Big Data Performance
Data Warehouse
Integrated approach using targeting &
predicting strategies to maximize ROI
Property of Alight Analytics : Private & Confidential
10
holistic performance dashboards
• In order for data to become an asset to
organization, it must tell a story
• Dashboard design is critical to
delivering the right information to the
right stakeholder
• Holistic performance dashboards must
tell the entire marketing performance
story and facilitate deeper, more
insightful questions powered by the
performance data warehouse
@MattHertig @AlightAnalyticsProperty of Alight Analytics : Private & Confidential
11
• Four different methodologies to delivering a
data-driven attribution strategy:
•Omni-Channel Attribution
•Multi-Device Attribution
•Multi-Channel Attribution
•Campaign Performance Attribution
Data-Driven
Attribution
Omni-Channel
Attribution
Multi-Device Attribution
Campaign Performance Attribution
Multi-Channel
Attribution
attribution modeling to drive results
@MattHertig @AlightAnalyticsProperty of Alight Analytics : Private & Confidential
12
Connect all marketing channel data sources for actionable
insights:
• See customer demand performance across regions, products and
campaigns
• Compare conversion rates between different stages of the marketing
funnel and customer journey
• View performance by leads, opportunities, ROI and overall revenue
big data analytics value
What is the benefit of a big data strategy?
• Understand how your customers behave and why
• Gain insight on every dollar invested in sales & marketing
• Deliver more effective and integrated strategies
@MattHertig @AlightAnalyticsProperty of Alight Analytics : Private & Confidential
13
keys to success
PROCESS
+ +PLATFORM PEOPLE
In order to understand your customers decision journey, you must bring all of these
elements together in order to take advantage of the incredible intelligence
opportunity that big data gives all of us
@MattHertig @AlightAnalyticsProperty of Alight Analytics : Private & Confidential
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