PowerPoint Presentation

Behavioral Analytics: How Your Customers Behaviors and Profiles Can Shape Your Marketing Strategy#SMTLive

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Our Speakers

Ken Bonifay. As a Regional Sales Manager within IBMs Customer Engagement Solutions Group, Ken Bonifay spends most days deep in the trenches working with customers. Prior to acquisition, he was instrumental in introducing Silverpops behavioral marketing automation platform to marketing practitioners up and down the east coast. In his broader role at IBM, Ken helps companies improve their marketing efforts by incorporating customer analytics and experience management into their engagement strategy. @KenBonifayTim Hayden is the VP of Marketing at Zignal Labs. TimHaydenhas more than 15 years experience in leading high growth technology firms, marketing agencies and business strategies for many Fortune 50 brands. Before Zignal Labs, he led marketing technology and process improvement programs for clients of TTH Strategy, a consultancyTimfounded. @TheTimHaydenRobin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. As traditional media went digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey

Steve Rayson is the Director & Co-owner of BuzzSumo. Steve'spassions are marketing, learning and technology. He is particularly interested in data driven marketing and the role of social media in content discovery and amplification. Steve spends many of his days analyzing data to discover and share insights into successful content and why it was amplified. @SteveRayson

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WE ARE ONLY HUMAN

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WE ARE ONLY HUMAN

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WE ARE ONLY HUMAN

AcquisitivenessRivalryVanityThe Love of PowerAccording to Bertrand Russellour four infinite desires:

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WHAT WE THINKTRAVELS FAST

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MAPPING THEIR JOURNEY

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AND, WE MARKET!

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MANY DESIRES, RIGHT PLACE, RIGHT TIME

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Good Content Marketing isCreating & distributing valuable, relevant, timely and consistent content to build an audience.

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Sounds simple butwhat does your audience like, what do they find relevant, helpful etc

You need data not hunches and Hippos

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Hippo is highest paid persons opinion

What content is resonating with your audience today, right now?

What is driving their engagement, passion, shares and comments?

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It is about understanding you audience, what ar sharing. You have a responsibility to know what they are sharing today.

Will your audience like your content?

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It is not about closing your eyes and crossing your fingers

Make sure they will: Research the content your audience lovesWhat do they share?

What do they find helpful?

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What are the posts they are sharing?

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We can see people sharing posts on SMT about practical tips and news.

Use Buyer PersonasJob TitleWhat are their goals?Where do they hang out?What keeps them awake?How can we help them?Head of management developmentTo build personal reputation

Show ROI of solutions

Deliver on leadership training goals for internal customers

To create a greater impactWhat do they read?

What shows do they attend?

What groups do they join?

Who do they admire and respect?

Who do they follow?How to use new technologies in learning

How to engage senior leaders

How to prove value of learning What answers do we have to these problems?

We can help by

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Understanding Your Audience Gives You A Competitive EdgeBy knowing what content matters to your audience and tracking content you can:create content around the stories and issues that matter most to your audiencedrive engagement and sharingbe the first to share viral contentthe first to comment and share viewpointsIn short, create a deeper level of engagement and credibility.

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of companies say they have or are close to having a holistic view of their customers19 2015 IBMof consumers say their favorite retailer understands them

Source: The Consumer Conversation eConsultancy Report

Well.Not yet. You can see that something of a huge divide has emerged. When we talk to marketers they think they have come a long way. More than 80% of them say they have a holistic view of their customer. But when we turn the tables and ask consumers, we see that fewer than 4 in 10 feel their favorite, not just all retailers, but their favorites understand them.

And this is not the only place we see an experience divide

Source: The Consumer Conversation eConsultancy ReportBut studies show that there is a gap an experience gap between what customers want and what they get 81% of marketers say they have a holistic view of the customers across segments/channels yet only 37 % of customers stated that their favorite brands understand them as individuals making this gap very real.19

Todays consumer is empowered and demanding71%of smartphone users compare prices in stores158%are more price conscious today than they were a year ago243%increase in mobile sales on Black Friday 2013 versus 2012392%of consumers trust earned media above all other forms of advertising670%of a business-to-business (B2B) purchase decision is made before a sales representative is contacted56.8Bmobile phone subscribers across the globe in 20134

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Single Identity contextual/unified view of the fan. Channels are no longer silos and actually work together to enhance fan experience.

Interactions in one channel inform the messaging in another. 20

Create a single identity to enable a consistent customer experience EventsSMS

MobileBlogsCRMLocationCommunitiesPushFacebookTwitterWearablesRetailEmailDevices+

SMS

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Single Identity contextual/unified view of the fan. Channels are no longer silos and actually work together to enhance fan experience.

Interactions in one channel inform the messaging in another. 21

Industry-unique analytics for increasing customer value. Advance customers quickly from one milestone to the nextAnalysis across multiple sessions. Use cross-session funnel analysis to understand which milestones most influence repeat visit behavior over timeDiscover. Pinpoint key customer touchpoints that drive milestone progressionMarketing Automation. Re-target active visitors with automated, tailored emailTrending. Gain insight into time-to-reach milestones for better programmatic planning22

Improve lifetime value by targeting each individual based on where they are in the customer journey. Digital Analytics: customer milestone reporting that gives marketers more effective tools to cultivate high-value customers

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IBM Digital Analytics Lifecycle is a reporting module within the IBM DA platform. Prebuilt and customizable templates allow customers to define milestones relevant to your business Intuitive UI allows users to understand customer lifecycles and migrators at a glance Milestone analysis shows what key customer interactions drove migrators to new stages Migration trends over time displays the relative success of your efforts22

Feature Highlights

Visualize the entire customer journey, as individuals and segments, across channels Pinpoint improvements that drive acquisition, revenue and loyaltyGet immediate insight into the sequence of activities customers are actually engaging in across time, channels and devices Provide a common view of the customer for your commerce, marketing and service teams, and embed these insights into the applications they use to engage the customersJourney AnalyticsUnderstand the what, why and how of my customers behaviors

Expected early 2016 go live

IBM is announcing a new way to understand your customers with an innovative unified customer analytics platform that takes a unique approach to breaking down the silos of customer data in the context of a customers journey squarely putting the customer at the center of our new Customer Analytics offering. With the debut of Journey Analytics, we are providing immediate insight into the sequence of activities customers are actually engaging in, across time, channels and devices. This first of its kind insight enables you to accelerate the path to purchase and drive more profitable relationships. IBM Journey Analytics is fueled by an open data exchange that breaks down silos of customer data, enabling you to easily access customer data, and put it to work in analytics and engagement applications, regardless of where that data was collected. We enable a seamless customer experience by providing a common view of the customer for commerce, marketing and service teams, simplifying their jobs by turning data into answers, and embedding these insights into the applications they use to engage the customers.

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Join the Conversation

Follow along and share your thoughts on Twitter at #SMTLive

Submit your questions in the GoToWebinarcontrol panel

#SMTLive

Our Speakers

Ken Bonifay. As a Regional Sales Manager within IBMs Customer Engagement Solutions Group, Ken Bonifay spends most days deep in the trenches working with customers. Prior to acquisition, he was instrumental in introducing Silverpops behavioral marketing automation platform to marketing practitioners up and down the east coast. In his broader role at IBM, Ken helps companies improve their marketing efforts by incorporating customer analytics and experience management into their engagement strategy. @KenBonifayTim Hayden is the VP of Marketing at Zignal Labs. TimHaydenhas more than 15 years experience in leading high growth technology firms, marketing agencies and business strategies for many Fortune 50 brands. Before Zignal Labs, he led marketing technology and process improvement programs for clients of TTH Strategy, a consultancyTimfounded. @TheTimHaydenRobin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. As traditional media went digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey

Steve Rayson is the Director & Co-owner of BuzzSumo. Steve'spassions are marketing, learning and technology. He is particularly interested in data driven marketing and the role of social media in content discovery and amplification. Steve spends many of his days analyzing data to discover and share insights into successful content and why it was amplified.@SteveRayson

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Upcoming WebinarNovember 10th:

2016 Trends for Influencer Marketing

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