Understanding the Customer Experience through Marketing Analytics presented by Heather Lamb at the 2016 AMA Iowa Experience Event

1. Understanding CX through
Marketing Analytics
Friday February 10th, 2017

2. About
Heather Lamb, Data Scientist
heather.lamb@zirous.com
515-974-5576
1994

3. Agenda
● Understanding CX
● Energy Efficiency Case Study
● Measuring CX with Marketing Analytics
○ Zirous Case Study
○ Rx Case Study
● Final Thoughts

4. Understanding CX
Getting and Retaining Customers

5. Getting and Retaining Customers
As Marketers, it is our number one goal to find and keep good
customers.
Our Job is to:
● Know the product
● Know the customer
● Sell the product
● Keep the customer happy

6. Getting and Retaining Customers
Get
Retain
Our focus is truly the Customer
● Know the customer
● Keep the customer happy
Retain

7. Getting the Customer: Current Process
How do we currently know the customer?
● We ask them what they like
○ Surveys
○ Focus Groups
● We profile them (segmentation)
○ Supplemental information from a data company

8. Getting the Customer: By Asking for Info
Surveys/Focus Group Answers
Do people (as a whole) really say what they want?
Are we truthful about our intentions?

9. Social Physics: Measuring Human Behavior
Alex “Sandy” Pentland, MIT
● Directs the MIT Human Dynamics Lab, Institute for Data Driven Design, and
MIT Media Lab Entrepreneurship Program
● 2011 Forbes named him one of the world's seven most powerful data
scientists
Source: Wikipedia, 2017

10. Social Physics: Measuring Human Behavior
Our past and current behavior is the best indicator for
our future behavior.
Our personal connections influence us more than we
think.
What we SAY we will do is NOT a good indicator for our
future behavior.

11. Getting the Customer: By Asking for Info
Do people (as a whole) really say what they want?
Are we truthful about our intentions?
Not really
We think we are

12. Getting the Customer: By Asking for Info
Survey Setup
Are the questions setup correctly?
Are we collecting the right answers?

13. Getting the Customer: By Asking for Info
Common Issues with Surveys
● Population
● Sampling
● Questions
● Content
● Bias
● Administration

14. Getting the Customer: By Asking for Info
Is the survey setup correctly?
Are we collecting the right answers?

15. Getting the Customer: Current Process
How do we currently get the customer?
● We ask them what they like
○ Surveys
○ Focus Groups
● We profile them (segmentation)
○ Supplemental information from a data company
Problems

16. Getting the Customer: By Profiling
There are many sources of data to supplement to your
customer list.
● Costly
● Good for Telecom, Financial, and Home Services
● Can’t explain why beyond operational reasons

17. Getting the Customer: Current Process Issues
How do we currently get the customer?
● We ask them what they like
○ Surveys
○ Focus Groups
● We profile them (segmentation)
○ Supplemental information from a data company
Problems
Problems

18. Getting and Retaining Customers
Get
Retain
Our focus is truly the Customer
● Know the customer
● Keep the customer happy Get

19. Retaining the Customer: Current Process
How do we currently retain the customer?
● CRM
○ Repository of customer information
● Customer Service
○ Multi-channel presence

20. Retaining the Customer: By CRM
There are numerous options for CRM systems - How do you
choose the “right” one?
Sales Team
Product
Information
Transactional
Data
Customer
Service
Marketing
Content
Customer
Interactions
TIME
$$$$
"The best CRM implementation is the one your entire
organization will actually use" - Forbes, Leadership Division
● Enterprise-level adoption
Source: Forbes 2015

21. Retaining the Customer: Current Process Issues
How do we currently retain the customer?
● CRM
○ Repository of customer information
● Customer Service
○ Multi-channel presence
Problems

22. Retaining the Customer: By Customer Service
How can we provide the best customer service to our
customers?
● Multi-channel presence
○ Social Media Community Manager

23. Retaining the Customer: Community Manager
What skills does a Social Media Community Manager need?
● Content Creator
● Marketing Analyst
● News Junkie
● Customer Service Rep
● Community Manager and Facilitator
● Funnel Marketing Manager
● Project Manager
Source: HubSpot, 2015

24. Retaining the Customer: By Customer Service
How can we provide the best customer service to our
customers?
● Multi-channel presence
○ Social Media Community Manager
○ Call Center
○ In-Store Education

25. Retaining the Customer: Current Process Issues
How do we currently retain the customer?
● CRM
○ Repository of customer information
● Customer Service
○ Multi-Channel presence
Problems
Problems

26. Getting and Retaining Customers
Get
Retain
Our focus is truly the Customer
● Know the customer
● Keep the customer happy

27. Getting and Retaining Customers
Get
Retain
Our focus is truly the Customer
● Know the customer
● Keep the customer happy

28. CX
Getting and Retaining Customers
Get
Retain
Our focus is truly the Customer
● Know the customer
● Keep the customer happy
Understand the customer
Understand their experience

29. Measuring CX with
Marketing Analytics
Where do we start?

30. Disrupting Marketing by Measuring Behavior
Measure behavior of
customer and
identify conversion
rates
2
START SMALL
Start in a small market with an
inexpensive and trackable medium
?

31. Case Study: Zirous Brand Awareness
Set up measurements on:
● Clicks
● Visits
● On-site engagements

32. Case Study: Zirous Brand Awareness
Zirous Audience likes messaging that is:
● Local
● Informational

33. Case Study: Zirous Brand Awareness
Knowing this customer preference data based on
their behaviors, we cut the budget in half and only
ran two ads.

34. Case Study: Zirous Brand Awareness Impact
Started ALL digital ads
Slashed budget and impressions in half

35. Case Study: Zirous Brand Awareness
START SMALL: Start a campaign with customer
behavior measurements in mind.
Drive regional Zirous
Brand Awareness
through visits to the
website.
Scale down
messaging to only
those that get
people to the
website.
More website visits!Measure what types
of Zirous messaging
gets people to the
website.

36. Disrupting Marketing by Measuring Behavior
2
LOOK BACK
Measure past campaign behavior
?
Measure behavior of
customer and
identify conversion
rates

37. Case Study: Rx Onsite Conversions
Started by measuring all impressions, clicks,
website visits, and form downloads across
previous digital ad campaigns.
We noticed a pattern on the website - the
percentage of downloads dropped on the
weekends.

38. Case Study: Rx Onsite Conversions
We combined all the weekdays over the course of
the campaign, and the pattern was even clearer.
Su M T W R F Sa
average
People aren’t
doing anything
on the website
on weekends

39. Case Study: Rx Onsite Conversions
We then went back to see if we were getting less
impressions on the weekends.
nope

40. Case Study: Rx Onsite Conversions
The customer was behaving differently on the
weekends than they did during weekdays.
So with the new campaign, we decided to run
digital ads during the weekdays only.
Same weekly budget
and number of
impressions were kept
as previous campaign.

41. Case Study: Rx Onsite Conversions
Weekday % Site Downloads
Sunday 0.71%
Monday 1.27%
Tuesday 1.33%
Wednesday 1.29%
Thursday 1.30%
Friday 1.37%
Saturday 0.82%
Total 1.15%
Weekday % Site Downloads
Sunday
Monday 1.27%
Tuesday 1.33%
Wednesday 1.29%
Thursday 1.30%
Friday 1.37%
Saturday
Total 1.31%
Guess what happened?
We got a 13%
increase in site
downloads with the
same budget, same
creative, same number
of impressions, and
the same weekly
download rates.

42. Case Study: Rx Onsite Conversions
How: Look at past campaigns for customer
behaviors.
Get more people to
the website to
download the info
form.
Create new
campaign around
what worked the
best.
Better conversion
rates!
Measure what types
of marketing efforts
worked the best
historically.

43. Final Thoughts
What just happened?

44. Final Thoughts: From Today to Tomorrow
We know:
● Getting and retaining customers is the reason for
customer experience
● We can’t always trust what our customers tell us
CX
Get
Retain

45. Final Thoughts: From Today to Tomorrow
We need:
● To measure the customer behavior to improve
the customer experience
● Make informed decisions based on customer
behavior to get better results
CX
Get
Retain

46. Final Thoughts: From Today to Tomorrow
Going forward we should:
● Make measuring customer behavior part of the
marketing strategy
CX
Get
Retain
● Start small
● Look back

47. Closing & Questions
Heather Lamb, Data Scientist
heather.lamb@zirous.com
515-974-5576
1994
2016