Today, with so many tools for marketers, it's hard to know which ones will give you the right data and insight to make the right decisions. Wouldn’t it be great if everything you wanted to know about your customer was in a single system? RBA’s Eric Raarup and Bob Lam presented on this topic at the Integrated Marketing Summit in Minneapolis.

1. Since it’s not, how do I achieve customer insight?
If all customer data was in a single system
Get to know
your customer.
Wouldn’t it be great …

2. Bob Lam
CRM National Solution Lead
bob.lam@rbaconsulting.com
RBA
Eric Raarup
Director of Marketing & National Alliances
eric.raarup@rbaconsulting.com
RBA

3. Goals for Today
Less theory
Show me
Not to be a
barrier to thirst

4. After a presentation,
of attendees remember stories
Only remember statistics.
63%
5% Source: Authors Chip & Dan Heath
What was
that?

5. Marketers and Technology
Technology is playing a more significant role in our jobs
We need to be more hands on
New technologies help marketers be more nimble
The effective marketer will use data as a key tool

6. of marketers believe that data is the most
underutilized asset in the marketing organization.45%
78%of the marketers surveyed say that they feel
pressure to become more data-driven.
Source: Teradata via Scott Brinker

7. The Goal: True Customer Insight
Trends
Insights
Interactions
I want
to see
that

8. The Situation: Customer Data is Everywhere
CRM
Database eCommerce Platform
Cross-channel
Experience
Consistency
Campaign
ManagementWeb
Analytics
Creative Design
Lead
Management
Mobile
Marketing
Social Media
Marketing
Conversion Point
Optimization
Email
Marketing
Content / Nurture
Marketing
Ad Networks
SEM / PPC
Marketing
Automation
Retention
Programs
Cross- / up-sell
Campaigns
Revenue
Performance
Analytics
Social
Listening Community
Manager
Web Content
Mgmt
Email
Marketer
Social
Marketer
Business
Analyst
Ad
Agency
SEO/SEM
Agency

9. The Challenges
Multiple sources
No single system
Difficult to view information in aggregate
Dependence on IT
Difficult tools

10. Everyone should have access to the data they need.
Return on Marketing
Investment (ROMI)
Customer
Insight
Campaign
effectiveness

11. Everyone should have the Tools they need
Q&A
Share
Analyze
Visualize
Explore
Discover

12. Getting Hands On
Share
Analyze
Visualize
Explore
Discover

13. Customer Insight
at two levels
Individual
Specific insight about an individuals
interactions with your brand across
multiple channels
Individual Aggregate
Aggregate
Group level insight from multiple
individuals interacting with your brand
across multiple channels

14. Achieving Insight
Individual Aggregate
Core
Social
Campaign
Web

15. The Core Profile
Individual Aggregate
The center of gravity for building true
customer insight

16. Core Profile
Typically managed in CRM
environment
Great resources for viewing similar
customer info (i.e. Demographics)
Center of data strategy that many
dimensions are linked to

17. DEMONSTRATION
Individual
Core Insight

18. Social Insight
Individual Aggregate
Harvesting insights from multiple
social channels. Now and in the
future.
NEXT?

19. Social Data
Measuring health of brand
through sentiment
Customer service point of
entry
Many sources accessible for
deeper access

20. DEMONSTRATION
Individual
Adding Social Insight

21. Campaign Insight
Individual Aggregate
Creating a view into campaign
effectiveness and engagement

22. Campaign Data
Campaign
engagement
Campaign
interactions
Campaign
effectiveness

23. DEMONSTRATION
Individual
Adding Campaign Insight

24. Web Insight
Individual Aggregate
Understanding website behavior to
drive leads

25. Website Data
Site visits
Page views
Time on site

26. DEMONSTRATION
Individual
Adding Web Insight

27. In Summary
Individual Aggregate
It is easier than ever to access data
and create true insight about your
customers

28. RBA is a National Digital and
Technology Consultancy with offices
in Minneapolis, Denver and Dallas
Our team of specialists combine
strategy, design and technology to
help create seamless experiences
Recently recognized as one of the nation’s
fastest growing private companies and
consistently named a Best Place to Work
www.rbaconsulting.com
Our team of user experience, creative,
front / back-end developers, and
strategic consultants have a proven track
record delivering successful mobile, web,
and digital solutions for organizations
throughout the US.

29. THANK YOU
Individual
Who is thirsty?