Laura Hernandez's presentation at the September 16, 2009 JAMA Conference. Web-based tools and tactics for collecting customer insight without breaking the bank.

1. What’s on your mind?

2. About Full-service interactive advertising agency Top-50 agency (AdWeek & BtoB) Fortune 100 clients 9 offices including Houston & Seattle Owned by MPS Group (NYSE: MPS) www.ideaii.com

3. Customer Insight Online, on time, and on budget: Web-based tools and tactics for collecting customer insight Laura Hernandez Director of Strategy

4. Customer Insight is the collection, deployment and translation of information that allows a business to acquire, develop and retain their customers. - Wikipedia

5. Insight 101 Pick up any book on Customer Insight and it will tell you its all about…. Demographics and psychographics Data mining and data buying Purchase trends and buyer behavior Conducting massive amounts of research Zzzzzzzzz…. and $$$$$$$$.....

6. Insight On the Cheap What if your confusing website or awkward customer service is skewing all that data? Could you learn the most about your customers by just listening to them? And does listening to them really need to be Zzzzzzzzz…. and $$$$$$$$.....?

7. Web Analytics Robust, feature-rich, highly customizable Google has an API as well Risks if you are doing PPC Free!

8. Visual Analytics Watch videos of website visits Scrolling, Form, Link, & Heatmap reports Free for sampling of data, $59+/month for robust data

9. Search LOGS Easiest way to see what customers expect from your company, but aren’t finding… Free (depending on your hosting solution)

10. Ratings, reviews, & Comments Third Party Reviews & Ratings Blog Comments – Test the waters Free (depending on your hosting solution)

11. Idea Exchanges How do you know what customers want? Ask them! Low Cost (Could accomplish with small form on your site or blog platform)

12. Customer Forums Give your customers a place to chat Low and High Costs Many free forum and board platforms Can be very costly to moderate

13. Online Focus Groups Lots of “solutions” on the market, but the big players work great – and let you record sessions Webex: $69.00 per month for 25 participants Goto Meeting: $49.00 per month for 15 participants

15. Keep the surveys short; too many questions result in bad data

17. ONLINE Card Sorting Optimal Sort & Web Sort Break down concepts & taxonomies how customers see them Optimal Sort: Free for small, $109 per Month for large Web Sort: Free for small, $79 per study for large

18. Participant Recruiting Ethnio Captures real users in real situations using layer popup on your site Free (for up to 20 recruits - $400 for 200 recruits) We use Craigslist a lot for Free in Gigs section or $25.00 in Jobs section

19. Social Monitoring Create a Facebook fan page and give fans something to talk about What are people “digging” about your company the most? Free, but it takes a lot of time to keep a fan page interesting

21. Silverback

22. Optimal Sort

23. Web Sort

25. Thank you