Razorfish - Tim Barnes on Consumer Insight
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Customer Management in the Digital World Tim Barnes
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Big Idea 3: Consumer Insight was delivered by Razorfish's Tim Barnes on April 22, 2009, at the 9th Annual Razorfish Client Summit (#rzcs on Twitter).
Transcript of Razorfish - Tim Barnes on Consumer Insight
Customer Management in the Digital World
Tim Barnes
Customer Management in the Digital World
Tim Barnes
Data
Customer Management in the Digital World
Tim Barnes
Tax
The Value of Data Consolidation
ACTIVITY
Preparing Taxes
DESIRED OUTCOME
Pay Less Tax
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
$4,000
$4,500
$5,000
Page 5 © 2009 Razorfish. All rights reserved.
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ACTIVITY
Preparing Taxes
UNINTENDED OUTCOME
Pay too Much
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
$4,000
$4,500
$5,000
Page 7 © 2009 Razorfish. All rights reserved.
ACTIVITY
Marketing
DESIRED OUTCOME
Drive Down Waste
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
$4,000
$4,500
$5,000
Page 8 © 2009 Razorfish. All rights reserved.
Page 9 © 2009 Razorfish. All rights reserved.
Page 10 © 2009 Razorfish. All rights reserved.
EYEBALLS BUYERS
Page 11 © 2009 Razorfish. All rights reserved.
Page 12 © 2009 Razorfish. All rights reserved.
EYEBALLS
Peerreviews
Competitivealternatives
RecommendationsFrom friends
User-generatedcontent
BUYERS
CONTRIBUTORS
BUYERS
CONTRIBUTORS
Page 13 © 2009 Razorfish. All rights reserved.
Desired
Business
Outcomes
PROSPECTive Marketing
Extending CRM up the Funnel
Traditional CRM
CONVERT
Page 15 © 2009 Razorfish. All rights reserved.
Digital CRM
CONVERT
Page 16 © 2009 Razorfish. All rights reserved.
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UNAWARE ADVOCATE
PR
OS
PE
CT
PU
RC
HA
SE
R
Newbies 31% Loyalists 18%
Masses 43% Enthusiasts 8%
Cus
tom
er V
alue
Brand Commitment
Newbies 31% Loyalists 18%
Masses 43% Enthusiasts 8%
Page 18 © 2009 Razorfish. All rights reserved.
UNAWARE ADVOCATE
PR
OS
PE
CT
PU
RC
HA
SE
R
Cus
tom
er V
alue
Brand Commitment
KEY MEASUREMENTS
• Brand Awareness/Affinity
• Evangelization
• Research Behavior
• Exposure/Interaction
Newbies 31% Loyalists 18%
Masses 43% Enthusiasts 8%
Page 19 © 2009 Razorfish. All rights reserved.
UNAWARE ADVOCATE
PR
OS
PE
CT
PU
RC
HA
SE
R
Cus
tom
er V
alue
Brand Commitment
KEY STATISTICS
• 8% of audience
• 26% of value (potential)
• 42% of all chatter
• Low or no product purchases
Newbies 31% Loyalists 18%
Masses 43% Enthusiasts 8%
Page 20 © 2009 Razorfish. All rights reserved.
UNAWARE ADVOCATE
PR
OS
PE
CT
PU
RC
HA
SE
R
Cus
tom
er V
alue
Brand Commitment
GOALS
• Drive towards purchase
• Model behaviors
• Increase conversation
Scatter Approach
Page 21 © 2009 Razorfish. All rights reserved.
EYEBALLS
Peerreviews
Competitivealternatives
RecommendationsFrom friends
User-generatedcontent
BUYERS
CONTRIBUTORS
Customer Level Targeting
Page 22 © 2009 Razorfish. All rights reserved.
EYEBALLS
Peerreviews
Competitivealternatives
RecommendationsFrom friends
User-generatedcontent
BUYERS
CONTRIBUTORS
Parting Thoughts
• Marketing should not exist in silos
• Know your customer -- they may be a prospect
• Create relevant conversations with consumers
Page 23 © 2009 Razorfish. All rights reserved.
