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Transcript of [Webtrekk Webinar] Spencer Altman, Head of Business Consulting | Moving Beyond Analytics - Customer...
Moving Beyond Analytics:Customer Centric Crushes the Silo
Spencer Altman, Head of Business Consulting
What customers do…
One Customer
Single CustomerProfileCoordinated Approach
What we want…
Right content.
Right time.
Right device.
Right channel.
Right location.
Media Company attempts to buy Price Comparison
Source : http://www.sueddeutsche.de/wirtschaft/medienkonzern-pro-sieben-sat-erwaegt-verivox-uebernahme-1.2357147
Controlling your Value Chain – An Insurance Example
Derived from : Michael Porter and Marcel Martschausky
EntertainWant/
Problem Recognition
Information Search
PriceAlternatives Conversion Post-
Purchase
*Source : http://www.zeit.de/2015/15/preisvergleich-check-24-portal/
€100 of an auto policy goes tocheck24*
€80 - €90 to Google*
€10 - €20 to check24*
Insurer
“If I had asked my customers what they wanted, they would have said a faster horse.”
-- Henry Ford
That is a challenge for 2016.
What will you do about it?
What does this mean for: your day-to-day projects? your team structure? your responsibilities? your career?
What does this mean for you?What can Analysts & Managers do about this?
If we are the Price Comparison engine… Decrease Google costs – more
targetted Google spend? Customers for which no Google
should be used? Customers for which an owned
channel can be used? Use media/entertain channel for
lower-cost acquisition and upsells
Single Customer Profile & Identity are Key
Important Aspects of becoming User Centric: User Centric KPIs User Centric Internal Projects User Centric Organisation Change comes from Top-Down;otherwise focus on Small Success Today
Key Marketing KPIs – Digital Analytics KPIs
More new customers
1
More profit:• per customer• per transaction• per visit
2 3
Reduce timebetween transactions
Last TransactionLast Visit
Next TransactionNext Visit
Performance Metric Pyramid
Different Reporting Purposes – Different Reporting
Reporting within OnlineReporting outside Online
Business Goals
Reports: €€€€€€€ Maybe churn /
new customers Impact of Online
on other channels
Reports: How are the €€€€
influenced? Landing Pages? Checkout? Engagement? Etc.?
Move away Product/Campaign Centric towards User Centric
Product/Campaign
What products were bought? How successful was the
campaign?
Who are our customers? What communication is appropriate
for which segment? When? How?
Product X?
Campaign X?
Product Y?
Campaign Y?
Examples : User Centric Marketing and Analytics
Which customers are about to churn?
Which segments of those customers are the most
valuable?
Which users are likely to buy soon?
Which products are they likely to buy?
Which users are we wasting money on?
In which channels?
Entertain
Problem / Need
Info Search
Price Alternatives
Conversion
Post-Purchase
Where in the value chain are each of your users?Maybe there is a different value chain per user for different products/services you offer
Different value chain points for different users means: Different messages At different times On different devices Via different channels
Why does thisnot happen?
KPIs are too often not centered on goal of
business.Projects are too often not
KPI driven.
Successful Customer Relations/Marketing Actions
BusinessGoals
Define Measurement
Communicate/Release
DefineContent/ChannelAnalyse
Define TargetGroup
Act &Optimise
1
2
3
4
5
6
7
CompanyGoals
Project Month 1 Month 2 Month 3New Website R1.2 Requirements Design Build Test Release Seasonal Campaign Requirements Test Report New Product Tool Requirements Design Build Test Release
Typical Team Project Calendar
Where is time to analyse performance of product releases?
Where is time to optimise campaigns?
We often program manage in sub-
optimal performance
Typical Team Project Calendar
Program manage in optimal performance
Project Month 1 Month 2 Month 3New Website R1.2 Requirements Design Build Test Release Analyse/Report Optimise Seasonal Campaign Requirements Test Analyse/Report Optimise
Your goal is to help your company make
money.
Your means are via products, tools and
campaigns.
Do not confuse the means and the ends.
How to organise the systems? Single User Profile Approach to Data
Data Warehouse
CRM / Personalisation
Engine
Digital toenrich models
Often Already in CustomerIntelligence Models
Help Your CRM/Customer Intelligence…
SingleCustomer
View
Help Your CRM/Customer Intelligence achieve…
Example Traditional Organisational Structure
CEO
CFO COO
Category Managers
CIO CMO
Digital Marketing
Analytics Channels
Display
AdWords
Social
Affiliate
Retargetting
XX Total Channels
SEO Creative/ UX Mobile
Web Apps
iOS Phone
iOS iPad
Android
CRM
Data Mining
Customer Database
Customer Relations
Offline Marketing
Market Research
CI / BI / CRMDigital / AnalyticsMarketing
Your Internal Triangle to Success with DataMarketing has Channels to the
Customers Knows how to talk
to customers Segmentation
models
Marketing is missing Crucial (digital) data
CI / BI / CRM has Most customer data Knows how to work
with Big Data Segmentation
models
CI / BI / CRM is missing Crucial (digital) data
Digital/Analytics has Crucial Digital Data Knows how to work
with Digital Data
Requirements/Implement/Reporting
Customer Focused Analysis
Customer Contact/ Delivery
Example: Customer Experience Focused Organisation Matrix
Traditional Store / Branches
Business Goals
Call Center
Offline Marketing
Digital
Other
What happens to your job when all data is in the
Data Warehouse?
What happens to your job when CI/BI is doing
your reporting?
New positions that do not really exist yet
Cross-Functional skills are key
Very good generalists
Specific expertise unlikely
Think Decathlete :Very good at 10 events. Best in world at none of them. You can likely push
for this in your company to make it happen
What is the future of a Web Analyst?
Marketing
Digital / Analytics
BI / CI / CRM
Existing specialties On-site
optimization Conversion
Specialists Testing SEO Other
Focus on silo’d Digital performance
Deep, specific expertise required
Think Sprinter / Marathoner:
More focus on one skill set
Who will make these changes happen?
Best Chance for Success via Single
User Profile:Change comes from
Top-Down
Bottom-Up:You can still make something happen
What you can dotoday…
Shop your success up the organisation
Demonstrate success with minimal resources
Engage with the ‚other‘ team (CRM/BI/CI if you are Digital/Analytics or vice versa)
Kickoff a small manual business case
Business CaseBank : New Account Signup Process
Online and Offline Combo
Customer Prints Product
Form
Day 0Customer Submits
Form/Signs Up for Product
On average 6 weeks later
Were these thesame person?
Business Case
Customer Prints Product
Form
Day 0Customer Submits
Form/Signs Up for Product
On average 6 2 WeeksCI team arranged email to all customers who had not returned PDF within 1 week
Analytics team created CSV file of all customers who downloaded the PDF
Results : More account signups Decrease time to open account First revenue transactions quicker Improve profit by eliminating
unnecessary emails/letters to untargeted distribution list
Go for it!
It will be ok!Source : iStock
Thank you !
Spencer Altman [email protected] @spenceraltman Head of Business Consulting Berlin, Germany