The foundation of any strong relationship is ongoing trust and good communication, including the connection between corporations and consumers. When companies focus on customer relationships, their goal must be mutually beneficial: satisfied clients who are happy to keep doing business with the brand. This win-win scenario only happens when they join forces.
Consumers are invited by the company to opt-in to share their location, preferences, suggestions, experiences, and behaviors. Through this data collection, marketers can deliver value back to the customer, such as through rewards, targeted offers, relevant advertisements, and product and service improvements. Just as strong relationships with family and friends take an ongoing commitment, brand-consumer relationships also require a constant nurturing process.
How can brands work with their customers to form long-lasting, mutually beneficial, and deeper relationships? Join our panel of experts and us on a live webinar as we discuss:
· The importance of inviting consumers to share from the start
· Gathering and managing customer data on an individual level
· Progressing successfully through the stages of brand-consumer intimacy
· Creating key performance indicators (KPIs) around consumers
· Maintaining consumer loyalty in the crowded marketplace
· Consumer data protection that suits both company and customer
4. #SMTLive
Our Speakers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and
creating buzz for leading technology, consumer products, financial services and professional services organizations.
Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook
Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Swati Sinha is an analytics solution professional, she specializes in sales, marketing and service LoB. She likes to evangelize
how business leaders can provide best customer experience with help of innovations in customer analytics. Her love for
technology and art-of-possible helps her better understand customers and promote the right solution. Swati serves as
Global Director Solutions Marketing at SAP. Her experience spans product development, solution management and
solution marketing touching various aspects of CRM solutions. @SNSinha
Kevin Poe is a Client Consulting Director working within Experian Decision Analytics’ Global Consulting Practice. He
works with clients on a broad spectrum of issues, including customer experience, multi-channel sales and service,
analytics, business process, and marketing strategies. He has held senior positions at Capital One, SunTrust Bank, and
McKinsey in a wide range of roles in North America and Europe. He has worked extensively for and with banks for over
15 years following roles in engineering and consulting for industrial manufacturers and energy companies.
Bob Gilbreath is Co-Founder and President of Ahalogy, a Pinterest & Content marketing company that works with companies
such as P&G, Kraft and Abercrombie & Fitch. Previously, Bob was a partner at digital agency, Bridge Worldwide, which was
acquired by WPP. Post-acquisition, Bob became Chief Strategy Officer of POSSIBLE. Bob is the author of The Next Evolution
of Marketing: Connect with your Customers by Marketing with Meaning (McGraw-Hill). His career started in marketing at
Procter & Gamble, where he launched Mr. Clean Magic Eraser and was named an Advertising Age Top 50 Marketer. Bob has
an MBA in Marketing from NYU/Stern and a BA in Economics from Duke University. @mktgwithmeaning
5. Using Analyticsto Deepen Customer Relationships
October 7th 2014
Swati Sinha
Director Analytics Strategic Product Marketing
s.sinha@sap.com snsinha www.linkedin.com/in/swatinigamsinha/
29. #SMTLive
Our Speakers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and
creating buzz for leading technology, consumer products, financial services and professional services organizations.
Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook
Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Swati Sinha is an analytics solution professional, she specializes in sales, marketing and service LoB. She likes to evangelize
how business leaders can provide best customer experience with help of innovations in customer analytics. Her love for
technology and art-of-possible helps her better understand customers and promote the right solution. Swati serves as
Global Director Solutions Marketing at SAP. Her experience spans product development, solution management and
solution marketing touching various aspects of CRM solutions. @SNSinha
Kevin Poe is a Client Consulting Director working within Experian Decision Analytics’ Global Consulting Practice. He
works with clients on a broad spectrum of issues, including customer experience, multi-channel sales and service,
analytics, business process, and marketing strategies. He has held senior positions at Capital One, SunTrust Bank, and
McKinsey in a wide range of roles in North America and Europe. He has worked extensively for and with banks for over
15 years following roles in engineering and consulting for industrial manufacturers and energy companies.
Bob Gilbreath is Co-Founder and President of Ahalogy, a Pinterest & Content marketing company that works with companies
such as P&G, Kraft and Abercrombie & Fitch. Previously, Bob was a partner at digital agency, Bridge Worldwide, which was
acquired by WPP. Post-acquisition, Bob became Chief Strategy Officer of POSSIBLE. Bob is the author of The Next Evolution
of Marketing: Connect with your Customers by Marketing with Meaning (McGraw-Hill). His career started in marketing at
Procter & Gamble, where he launched Mr. Clean Magic Eraser and was named an Advertising Age Top 50 Marketer. Bob has
an MBA in Marketing from NYU/Stern and a BA in Economics from Duke University. @mktgwithmeaning
And we like to start first by talking a little bit about “the old way of doing things”.
In the past, most communication to the consumer was exclusively one-way – companies were always broadcasting to a mass audience.
There were relatively few channels to reach consumers.
And because we were broadcasting, because the communication was one-way – there were limited opportunities to get consumer feedback.
But if we look at the world today, there are many more channels to reach the consumer.
…that allow us to have more of a two-way dialogue with the consumer.
They’re channels that span a huge, worldwide potential audience for us... (Statistic: 6.5B mobile phone subscribers worldwide)
…they’re channels that consumers are actively engaged with… (Statistic: 127 minutes of mobile app usage daily in the U.S.)
…and that are increasingly becoming an important part of consumers’ lives. (Statistic: 76% increase in social media usage in 1 year)
At the same time, as consumers have started to use these new channels, though, their expectations for how they can engage with you have risen.
They expect experiences now that are:
Highly-personalized,
…with a strong social dimension
That provide opportunities for instant gratification
And which blend seamlessly across channels.
Analytics can help make all of this possible.
The first step to engaging consumers more deeply is being able to generate deep insights about them in real time.
In the past, the common refrain may have been “I need to learn more about consumers. I wish I had more information that I could look at to tell me who they are.”
But now with all these new channels, we’re at the point where we actually are starting to have too much information and the key is being able to:
(First animation) Analyze massive amounts of data from all these different sources…
(Second animation) …to create a 360-degree view of each consumer
(Third animation) …and be able to act on these insights in real time.
And so when you are able to generate the real-time consumer insights that we talked about, that’s always the next question – you’ve generated these insights, now “What do you want to do with them?”
One of those things is being able to deliver really amazing, really engaging experiences for consumers.
These are experiences that are:
(First animation) Highly-personalized…
(Second animation) …that create a social connection…
(Third animation) …and are available on any device.
The aim is to:
Create a richer experience for the consumer, providing them with immersive experiences that have a strong social dimension
Engage with consumers with 1-to-1 personalization, delivering personalized offers, content and recommendations in real time
Always provide consumers with opportunities for instant gratification, whether it’s enabling them to complete transactions, access services or give feedback – at anytime and anywhere they are.
And as you’re delivering these great experiences to the consumer, you’re going to be starting to collect even more information – which is data you can use to start driving key business decisions and ensuring your business is more responsive.
It’s data you can use to…
(First animation) …help your business sense and respond to changing market conditions…
(Second animation) …optimize the business and its processes based on the insights you collect…
(Third animation) …and explore opportunities for new products and to pursue new business models.
With deep consumer insights, you’ll be able to do things like:
Create and shape demand in real time – adjusting your marketing campaigns while their in-market to maximize your ROI, instead of waiting till they’ve passed to analyze their effectiveness
Rapidly match supply to a changing market – optimizing things like inventory levels and product assortment based on the latest consumer demand data
…and develop new products and business models – using consumer insights to refine your existing product offerings, uncover new consumer needs or even create new monetization opportunities.
And when you are able to engage with consumers more deeply, the benefits are clear:
You can enjoy stronger customer loyalty, more easily attracting new customers and building lasting relationships with them...
You can increase spend per customer, by doing things like increasing offer conversion rates and building bigger baskets…
…and you can improve business performance across a wide range of dimensions that we’ve talked about.
Customer experience matters more than ever because customers have much more information and control
Customer have higher expectations than ever before
There is a huge shift to online and mobile channels
Customers have more options for where and how to buy
Customers can more easily switch to the competition
Customers are finding more ways to do business by self-service – sometimes by choice, sometimes not
Social media makes it easy and quick to share both good and bad experiences
Might be good to show this at the start to introduce WHY Pinterest is a high-potential platform for marketing. This is a study we commissioned early in the year to help our clients understand the opportunity.
But Pinterest has been notoriously difficult for big brands to crack…It takes a high quantity of quality content. Our analysis confirms that the majority of engagement goes to a minority of content…You have to work hard to win on Pinterest with the right content.
Winning on Pinterest is like SEO – a mix of data science and human understanding. One of the tools we have is a keyword analyzer that looks through all of our data on the pin descriptions on Pinterest and makes recommendations to the person writing pin copy. See the before/after of a “plain” description, recommended keywords, and the improved copy that includes the keywords but is also much “punchier” thanks to good copywriting.
This is an example of a before/after for an Ahalogy client. We are obsessed with the “repin rate” of individual pins. This is the percentage of people who click the repin button after seeing it. The higher the repin rate, the more earned impressions and traffic you will see. This is where all the little things add up to getting more pins that fall into that 80-for-20 that we looked at earlier.