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Where in the World Is Carmen Sandiego?: Understanding Your Customer

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Pinpointing your ideal customer is a bit like finding Carmen Sandiego. Using Business Insights, learn how to understand current and projected lifestyle, behaviors and attitudes, and in-depth profiles using Experian MOSAIC segmentation data. Attend this session to walk through a use case of a new business opportunity to determine a detailed customer profile, where they're located and how to target them effectively. Oh, and figure out where Carmen Sandiego is hiding!

Mindi Grissom - Sr. Product Marketing Manager, Alteryx
Jessica Childs - Product Manager, Experian

Publicada em: Dados e análise
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Where in the World Is Carmen Sandiego?: Understanding Your Customer

  1. 1. # A L T E R Y X 1 9 PRESENTED BY WHERE IN THE WORLD IS CARMEN SANDIEGO? Mindi Grissom & Jessica Childs
  2. 2. # A L T E R Y X 1 9 2 JESSICA CHILDS …like I have the whole (data) world at my fingertips! When I use Alteryx, I feel…
  3. 3. # A L T E R Y X 1 9 3 MINDI GRISSOM A L T E R Y X U S E R S I N C E 2 0 1 8 Solve questions I didn’t know to ask I feel like a detective
  4. 4. # A L T E R Y X 1 9 FORWARD-LOOKING STATEMENTS This presentation includes “forward-looking statements” within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements may be identified by the use of terminology such as “believe,” “may,” “will,” “intend,” “expect,” “plan,” “anticipate,” “estimate,” “potential,” or “continue,” or other comparable terminology. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product availability, growth and financial metrics and any statements regarding product roadmaps, strategies, plans or use cases. Although Alteryx believes that the expectations reflected in any of these forward-looking statements are reasonable, these expectations or any of the forward-looking statements could prove to be incorrect, and actual results or outcomes could differ materially from those projected or assumed in the forward-looking statements. Alteryx’s future financial condition and results of operations, as well as any forward-looking statements, are subject to risks and uncertainties, including but not limited to the factors set forth in Alteryx’s press releases, public statements and/or filings with the Securities and Exchange Commission, especially the “Risk Factors” sections of Alteryx’s Quarterly Report on Form 10-Q. These documents and others containing important disclosures are available at www.sec.gov or in the “Investors” section of Alteryx’s website at www.alteryx.com. All forward-looking statements are made as of the date of this presentation and Alteryx assumes no obligation to update any such forward-looking statements. Any unreleased services or features referenced in this or other presentations, press releases or public statements are only intended to outline Alteryx’s general product direction. They are intended for information purposes only, and may not be incorporated into any contract. This is not a commitment to deliver any material, code, or functionality (which may not be released on time or at all) and customers should not rely upon this presentation or any such statements to make purchasing decisions. The development, release, and timing of any features or functionality described for Alteryx’s products remains at the sole discretion of Alteryx.
  5. 5. # A L T E R Y X 1 9 FINDING THE RIGHT CUSTOMER IS TOUGH 5
  6. 6. # A L T E R Y X 1 9 MARKETING PERSONA 6
  7. 7. # A L T E R Y X 1 9 SOMEONE ASKS A QUESTION 7
  8. 8. # A L T E R Y X 1 9 THE CUSTOMER 8
  9. 9. # A L T E R Y X 1 9 9
  10. 10. # A L T E R Y X 1 9 TENNESSEE WHISKEY 10
  11. 11. # A L T E R Y X 1 9 11 FIND OUR “CARMEN SANDIEGO” YOUR MISSION, GUMSHOE
  12. 12. # A L T E R Y X 1 9 WHAT TOOLS CAN WE USE? ALLOCATE INPUT 12 Enrich our internal data ALLOCATE APPEND Start with demographic data
  13. 13. # A L T E R Y X 1 9 LET’S EXPLORE 13 Tap into Experian data Find highest amount of whiskey spend
  14. 14. # A L T E R Y X 1 9 STEP ONE CHOOSE YOUR LOCATION 14 Block group: Cluster of blocks used in census CCD/MCD: Census County Division or minor civil division; a state has one or the other NOT both DMA: Designated market area specific tv markets CBSA: core-based statistical area; includes surrounding suburbs
  15. 15. # A L T E R Y X 1 9 ADD VIDEO 15
  16. 16. # A L T E R Y X 1 9 WHAT’S IN A NAME… OR A LETTER? 16
  17. 17. # A L T E R Y X 1 9 17 YOUR SOLUTION TO MARKETING PERSONALIZATION MOSAIC USA®
  18. 18. # A L T E R Y X 1 9 WHY IS MOSAIC SO COOL? 18 • Fresh & relevant new insights • Building & augmenting audience targets • Efficient profiling tool • Audience decisioning & targeting • Insights on channel behaviors • Consistent audience definition & experience 19 71 Overarching groups Underlying types
  19. 19. # A L T E R Y X 1 9 19 SO WHY DO WE CARE? OTHER INDUSTRIES SHOPPING HABITS TARGET MARKET MESSAGING CHANNEL IF THEY ARE NOT BRAND LOYAL…
  20. 20. # A L T E R Y X 1 9 WHO LIKES WHISKEY ANYWAY? 20
  21. 21. # A L T E R Y X 1 9 WE KNOW “WHO” THE CUSTOMER IS, NOW HOW DO WE ENGAGE WITH THEM? 21 Direct mail Email and Social Mobile Household TV Online
  22. 22. # A L T E R Y X 1 9 WHAT ARE THE NEXT STEPS? 22
  23. 23. # A L T E R Y X 1 9 EVERYTHING HAPPENS SOMEWHERE… VIDEO DEMO 23
  24. 24. # A L T E R Y X 1 9 CLOSER LOOK 24
  25. 25. # A L T E R Y X 1 9 25
  26. 26. # A L T E R Y X 1 9 26 SO WHAT DO WE KNOW? Likes to travel alone Prefers foreign travel Likely to travel to Europe, specifically Spain/Portugal Reason for travel is to visit relatives 1 2 4 3
  27. 27. # A L T E R Y X 1 9 27 LISBON, PORTUGAL
  28. 28. # A L T E R Y X 1 9 CARMEN IS…HERE! 28
  29. 29. # A L T E R Y X 1 9 THANK YOU First.lastname@domain.com 29 (555) 555-5555 www.webaddress.com MINDI jessica.childs@experian.com (508) 838-6292 www.experian.com JESSICA CHILDS

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