EACD Teresa Fernandes 2017
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Transcript of EACD Teresa Fernandes 2017
Digital Analytics for the Big Picture
Confidential Property of Schneider Electric
Teresa Fernandes Marketing Activation Director S&M countries Schneider Electric
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Manage what you can measure
Empower people with technology
Performance management
Big Data Analytics for the Big picture
From Big data to micro moments
We Can Only Manage What We Can Measure
And then Monitor
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Valuable Customer Interactions are Data-Driven
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…But always Human
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…It’s About How You Empower People With Technology
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DATA
Client NPS Survey
Employee NPS Survey
CRM Data
PRM Data
Social Media Data
Inbound Marketing Data
Inbound Sales data
Web Data / Pixels / Web forms
Marketing Keycodes
Post sale Data
Big Data
ANALYTICS
Survey Analysis;
Survey Analysis;
Reports /Platforming /Tableau
Reports/ Tableu
Social Media Analysis
Inbound Marketing Analysis
Inbound Sales Analysis
Web Data / Pixels / Web forms
Marketing Keycodes
Post sale Data
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Customer service-driven Business should always be gathering information on customers
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Always be collecting dots so you an be connecting dots.
Customer service-driven Business should always be gathering information on customers
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Always be collecting dots so you an be connecting dots.
= Focus on Customer Experience
Customer service-driven Business should always be gathering information on customers
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It’s All About Continuously Building Your Brand Reputation
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… with Relevance, Clear Understanding and Active Listening Outside-in instead of Inside-out
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There is a clear connection with Content Marketing and Consumer Behaviour.
Moving into an era of Performance Measurement
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There is a clear connection between Content Marketing and Consumer Behaviour.
The articles people read and videos they watch influence, ultimately influence their buying behaviour
Moving to an era of Performance Measurement
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Gainning the right information that delivers knowledge and gives businesses the power
to gain a competitive edge.
3 Different types of of Big Data Analytics:
Descriptive; Preditive and Prescriptive
Big data Analytics for the Big Picture Descriptive vs Predictive vs Prescriptive
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Descriptive turns raw Data into something interpretable by Humans. Analyses past events – useful to
learn by past behaviours and help them in understanding how they might influence future outcomes.
Big data Analytics for the Big Picture Descriptive vs Predictive vs Prescriptive
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Descriptive turns raw Data into something interpretable by Humans. Analyses past events – useful to
learn by past behaviours and help them in understanding how they might influence future outcomes.
Predictive It’s about understanding the Future with insights based on Data delivering trends; mega trends
Big data Analytics for the Big Picture Descriptive vs Predictive vs Prescriptive
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Descriptive turns raw Data into something interpretable by Humans. Analyses past events – useful to
learn by past behaviours and help them in understanding how they might influence future outcomes.
Predictive It’s about understanding the Future with insights based on Data delivering trends; mega trends
Prescriptive It’s about providing advice. Facilitates users to “prescribe” different possible actions to implement and guide them toward a solution. When implemented correctly, prescriptive analytics can have a large impact on how businesses helping them delivering the right products at the right time and consequently optimizing the customer experience.
Big data Analytics for the Big Picture Descriptive vs Predictive vs Prescriptive
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Step 1. Identify the keywords that interest your customers
From Big data to Micro-Moments 5 Steps to successful Marketing in2017
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Step 1. Identify the keywords that interest your customers
Step 2. determine the micro moments that this terms most closely align with the types of content needed to address people in those moments.
From Big data to Micro Moments 5 Steps to successful Marketing in2017
4 Google Micro-moments: I-want-to-go-moment I-want-to-know-moment I-want-to-do-moment I-want-to-buy-moment
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Step 1. Identify the keywords that interest your customers
Step 2. determine the micro moments that this terms most closely align with the types of content needed to address people in those moments.
Step 3. Create the content that addresses the needs with clear value for people across the variety of touchpoints
From Big data to Micro Moments 5 Steps to successful Marketing in2017
4 Google Micro-moments: I-want-to-go-moment I-want-to-know-moment I-want-to-do-moment I-want-to-buy-moment
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Step 1. Identify the keywords that interest your customers
Step 2. determine the micro moments that this terms most closely align with the types of content needed to address people in those moments.
Step 3. Create the content that addresses the needs with clear value for people across the variety of touchpoints
Step 4. Measure your progress. Looking at engagement metrics and then look at the impact on your conversions and revenues.
From Big data to Micro Moments 5 Steps to successful Marketing in2017
4 Google Micro-moments: I-want-to-go-moment I-want-to-know-moment I-want-to-do-moment I-want-to-buy-moment
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Step 1. Identify the keywords that interest your customers
Step 2. determine the micro moments that this terms most closely align with the types of content needed to address people in those moments.
Step 3. Create the content that addresses the needs with clear value for people across the variety of touchpoints
Step 4. Measure your progress. Looking at engagement metrics and then look at the impact on your conversions and revenues.
Step 5. Continue to refine your strategy so that becomes effective and efficient. See the insights from the measurements as well as regular competitive analysis and trend monitoring. Improve this way your micromoments strategy to strenghten your customer buyer decison jorney.
From Big data to Micro Moments 5 Steps to successful Marketing in2017
4 Google Micro-moments: I-want-to-go-moment I-want-to-know-moment I-want-to-do-moment I-want-to-buy-moment
THANK YOU
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