Understanding CX through Marketing Analytics

Friday February 10th, 2017

About

Heather Lamb, Data Scientist

heather.lamb@zirous.com

515-974-5576

1994

Agenda

● Understanding CX● Energy Efficiency Case Study● Measuring CX with Marketing Analytics

○ Zirous Case Study○ Rx Case Study

● Final Thoughts

Understanding CXGetting and Retaining Customers

Getting and Retaining Customers

As Marketers, it is our number one goal to find and keep good customers.

Our Job is to:● Know the product● Know the customer● Sell the product● Keep the customer happy

Getting and Retaining Customers

Get

Retain

Our focus is truly the Customer

● Know the customer● Keep the customer happy

Retain

Getting the Customer: Current Process

How do we currently know the customer?● We ask them what they like

○ Surveys○ Focus Groups

● We profile them (segmentation)○ Supplemental information from a data company

Getting the Customer: By Asking for Info

Surveys/Focus Group Answers

Do people (as a whole) really say what they want?

Are we truthful about our intentions?

Social Physics: Measuring Human Behavior

Alex “Sandy” Pentland, MIT● Directs the MIT Human Dynamics Lab, Institute for Data Driven Design, and

MIT Media Lab Entrepreneurship Program● 2011 Forbes named him one of the world's seven most powerful data

scientists

Source: Wikipedia, 2017

Social Physics: Measuring Human Behavior

Our past and current behavior is the best indicator for our future behavior.

Our personal connections influence us more than we think.

What we SAY we will do is NOT a good indicator for our future behavior.

Getting the Customer: By Asking for Info

Do people (as a whole) really say what they want?

Are we truthful about our intentions?

Not really

We think we are

Getting the Customer: By Asking for Info

Survey Setup

Are the questions setup correctly?

Are we collecting the right answers?

Getting the Customer: By Asking for Info

Common Issues with Surveys

● Population● Sampling● Questions● Content● Bias● Administration

Getting the Customer: By Asking for Info

Is the survey setup correctly?

Are we collecting the right answers?

Getting the Customer: Current Process

How do we currently get the customer?● We ask them what they like

○ Surveys○ Focus Groups

● We profile them (segmentation)○ Supplemental information from a data company

Problems

Getting the Customer: By Profiling

There are many sources of data to supplement to your customer list.

● Costly● Good for Telecom, Financial, and Home Services● Can’t explain why beyond operational reasons

Getting the Customer: Current Process Issues

How do we currently get the customer?● We ask them what they like

○ Surveys○ Focus Groups

● We profile them (segmentation)○ Supplemental information from a data company

Problems

Problems

Getting and Retaining Customers

Get

Retain

Our focus is truly the Customer

● Know the customer● Keep the customer happy Get

Retaining the Customer: Current Process

How do we currently retain the customer?● CRM

○ Repository of customer information● Customer Service

○ Multi-channel presence

Retaining the Customer: By CRM

There are numerous options for CRM systems - How do you choose the “right” one?

Sales TeamProduct

Information

Transactional Data

Customer ServiceMarketing

Content

Customer InteractionsTIME

$$$$

"The best CRM implementation is the one your entire organization will actually use" - Forbes, Leadership Division● Enterprise-level adoption

Source: Forbes 2015

Retaining the Customer: Current Process Issues

How do we currently retain the customer?● CRM

○ Repository of customer information● Customer Service

○ Multi-channel presence

Problems

Retaining the Customer: By Customer Service

How can we provide the best customer service to our customers?● Multi-channel presence

○ Social Media Community Manager

Retaining the Customer: Community Manager

What skills does a Social Media Community Manager need?● Content Creator● Marketing Analyst● News Junkie● Customer Service Rep● Community Manager and Facilitator● Funnel Marketing Manager● Project Manager

Source: HubSpot, 2015

Retaining the Customer: By Customer Service

How can we provide the best customer service to our customers?● Multi-channel presence

○ Social Media Community Manager○ Call Center○ In-Store Education

Retaining the Customer: Current Process Issues

How do we currently retain the customer?● CRM

○ Repository of customer information● Customer Service

○ Multi-Channel presence

Problems

Problems

Getting and Retaining Customers

Get

Retain

Our focus is truly the Customer

● Know the customer● Keep the customer happy

Getting and Retaining Customers

Get

Retain

Our focus is truly the Customer

● Know the customer● Keep the customer happy

CX

Getting and Retaining Customers

Get

Retain

Our focus is truly the Customer

● Know the customer● Keep the customer happy

Understand the customerUnderstand their experience

Measuring CX with Marketing Analytics

Where do we start?

Disrupting Marketing by Measuring Behavior

Measure behavior of customer and identify conversion rates

2START SMALL

Start in a small market with an inexpensive and trackable medium

?

Case Study: Zirous Brand Awareness

Set up measurements on:

● Clicks● Visits● On-site engagements

Case Study: Zirous Brand Awareness

Zirous Audience likes messaging that is:

● Local● Informational

Case Study: Zirous Brand Awareness

Knowing this customer preference data based on their behaviors, we cut the budget in half and only ran two ads.

Case Study: Zirous Brand Awareness Impact

Started ALL digital ads

Slashed budget and impressions in half

Case Study: Zirous Brand Awareness

START SMALL: Start a campaign with customer behavior measurements in mind.

Drive regional Zirous Brand Awareness through visits to the website.

Scale down messaging to only those that get people to the website.

More website visits!Measure what types of Zirous messaging gets people to the website.

Disrupting Marketing by Measuring Behavior

2LOOK BACK

Measure past campaign behavior?

Measure behavior of customer and identify conversion rates

Case Study: Rx Onsite Conversions

Started by measuring all impressions, clicks, website visits, and form downloads across previous digital ad campaigns.

We noticed a pattern on the website - the percentage of downloads dropped on the weekends.

Case Study: Rx Onsite Conversions

We combined all the weekdays over the course of the campaign, and the pattern was even clearer.

Su M T W R F Sa

averagePeople aren’t doing anything on the website on weekends

Case Study: Rx Onsite Conversions

We then went back to see if we were getting less impressions on the weekends.

nope

Case Study: Rx Onsite Conversions

The customer was behaving differently on the weekends than they did during weekdays.

So with the new campaign, we decided to run digital ads during the weekdays only.

Same weekly budget and number of impressions were kept as previous campaign.

Case Study: Rx Onsite Conversions

Weekday % Site Downloads

Sunday 0.71%

Monday 1.27%

Tuesday 1.33%

Wednesday 1.29%

Thursday 1.30%

Friday 1.37%

Saturday 0.82%

Total 1.15%

Weekday % Site Downloads

Sunday

Monday 1.27%

Tuesday 1.33%

Wednesday 1.29%

Thursday 1.30%

Friday 1.37%

Saturday

Total 1.31%

Guess what happened?

We got a 13% increase in site downloads with the same budget, same creative, same number of impressions, and the same weekly download rates.

Case Study: Rx Onsite Conversions

How: Look at past campaigns for customer behaviors.

Get more people to the website to download the info form.

Create new campaign around what worked the best.

Better conversion rates!

Measure what types of marketing efforts worked the best historically.

Final ThoughtsWhat just happened?

Final Thoughts: From Today to Tomorrow

We know:

● Getting and retaining customers is the reason for customer experience

● We can’t always trust what our customers tell us

CX

Get

Retain

Final Thoughts: From Today to Tomorrow

We need:

● To measure the customer behavior to improve the customer experience

● Make informed decisions based on customer behavior to get better results

CX

Get

Retain

Final Thoughts: From Today to Tomorrow

Going forward we should:

● Make measuring customer behavior part of the marketing strategy

CX

Get

Retain

● Start small● Look back

Closing & Questions

Heather Lamb, Data Scientist

heather.lamb@zirous.com

515-974-5576

1994

2016