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Behavioral Analytics: How
Your Customers’ Behaviors
and Profiles Can Shape Your
Marketing Strategy
#SMTLive
#SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
G...
#SMTLive
Our Speakers
Ken Bonifay. As a Regional Sales Manager within IBM’s Customer Engagement Solutions Group, Ken Bonif...
PAGE 4
WE ARE ONLY HUMAN
THINK FEEL DO
PAGE 5
WE ARE ONLY HUMAN
THINK FEEL DO
PAGE 6
WEARE ONLY HUMAN
• Acquisitiveness
• Rivalry
• Vanity
• The Love of Power
According to Bertrand Russell…our four in...
PAGE 7
WHAT WE THINK…TRAVELS FAST
PAGE 8
MAPPING THEIR JOURNEY
PAGE 9
AND, WE MARKET!
PAGE 10
MANY DESIRES, RIGHT PLACE, RIGHT TIME
#SMTLive
Good Content Marketing is…
Creating & distributing valuable,
relevant, timely and consistent
content to build an ...
#SMTLive
You need data not hunches and Hippos
#SMTLive
What content is resonating with your audience
today, right now?
What is driving their engagement, passion,
shares...
#SMTLive
Will your
audience like
your content?
#SMTLive
Make sure they will: Research the
content your audience loves
What do they
share?
What do they
find helpful?
#SMTLive
What are the posts they are sharing?
#SMTLive
Use Buyer Personas
Job Title What are their
goals?
Where do they
hang out?
What keeps
them awake?
How can we
help...
#SMTLive
Understanding Your Audience Gives
You A Competitive Edge
By knowing what content matters to your audience and
tra...
of companies say they
have or are close to
having a holistic view
of their customers
of consumers say
their favorite retai...
#SMTLive
Today’s consumer is empowered and demanding
71%
of smartphone users
compare prices in stores1
58%
are more price ...
#SMTLive
Create a single identity to enable a consistent customer experience
Events SMS Mobile Blogs CRM Location Communit...
#SMTLive
• Industry-unique analytics for
increasing customer value.
Advance customers quickly from
one milestone to the ne...
Feature Highlights
Visualize the entire customer
journey, as individuals and
segments, across channels
Pinpoint improvemen...
#SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
G...
#SMTLive
Our Speakers
Ken Bonifay. As a Regional Sales Manager within IBM’s Customer Engagement Solutions Group, Ken Bonif...
#SMTLive
Upcoming Webinar
November 10th:
2016 Trends for Influencer Marketing
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Behavioral Analytics: How Your Customers’ Behaviors and Profiles Can Shape Your Marketing Strategy

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If you’re like most marketers, you’re facing a conundrum: sales demands are just as high as ever, but traditional marketing has long lost its momentum. Marketers are scrambling for ways to add value for a potential customer without seeming intrusive or clunky. Luckily, companies that commit to a social presence have mounds of data to help them out, and a particularly important area of data is behavioral analytics. Looking at data that only includes your brand mentions is one thing, but looking at the way your customer behaves online--whether it directly involves your brand or not--can help revamp your lead generation and conversion process. But what kinds of behavioral analytics should you be looking at and exactly how do they lead to insights about your sales cycle? How do you move from numbers to targeted marketing?

In this webinar, we’ll discuss:

Which tools and platforms will help you gather analytics data and wade through analysis;
How to identify behavior that tells you where your potential customer is most susceptible to being converted;
The difference between aggregate and individual analysis, and pros and cons for both;
Why integrating behavior analytics into your marketing strategy is key to finding new sales opportunities.

Publicado en: Empresariales
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Behavioral Analytics: How Your Customers’ Behaviors and Profiles Can Shape Your Marketing Strategy

  1. 1. Behavioral Analytics: How Your Customers’ Behaviors and Profiles Can Shape Your Marketing Strategy #SMTLive
  2. 2. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
  3. 3. #SMTLive Our Speakers Ken Bonifay. As a Regional Sales Manager within IBM’s Customer Engagement Solutions Group, Ken Bonifay spends most days deep in the trenches working with customers. Prior to acquisition, he was instrumental in introducing Silverpop’s behavioral marketing automation platform to marketing practitioners up and down the east coast. In his broader role at IBM, Ken helps companies improve their marketing efforts by incorporating customer analytics and experience management into their engagement strategy. @KenBonifay Tim Hayden is the VP of Marketing at Zignal Labs. Tim Hayden has more than 15 years experience in leading high growth technology firms, marketing agencies and business strategies for many Fortune 50 brands. Before Zignal Labs, he led marketing technology and process improvement programs for clients of TTH Strategy, a consultancy Tim founded. @TheTimHayden Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. As traditional media went digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey Steve Rayson is the Director & Co-owner of BuzzSumo. Steve's passions are marketing, learning and technology. He is particularly interested in data driven marketing and the role of social media in content discovery and amplification. Steve spends many of his days analyzing data to discover and share insights into successful content and why it was amplified. @SteveRayson
  4. 4. PAGE 4 WE ARE ONLY HUMAN THINK FEEL DO
  5. 5. PAGE 5 WE ARE ONLY HUMAN THINK FEEL DO
  6. 6. PAGE 6 WEARE ONLY HUMAN • Acquisitiveness • Rivalry • Vanity • The Love of Power According to Bertrand Russell…our four infinite desires:
  7. 7. PAGE 7 WHAT WE THINK…TRAVELS FAST
  8. 8. PAGE 8 MAPPING THEIR JOURNEY
  9. 9. PAGE 9 AND, WE MARKET!
  10. 10. PAGE 10 MANY DESIRES, RIGHT PLACE, RIGHT TIME
  11. 11. #SMTLive Good Content Marketing is… Creating & distributing valuable, relevant, timely and consistent content to build an audience.
  12. 12. #SMTLive You need data not hunches and Hippos
  13. 13. #SMTLive What content is resonating with your audience today, right now? What is driving their engagement, passion, shares and comments?
  14. 14. #SMTLive Will your audience like your content?
  15. 15. #SMTLive Make sure they will: Research the content your audience loves What do they share? What do they find helpful?
  16. 16. #SMTLive What are the posts they are sharing?
  17. 17. #SMTLive Use Buyer Personas Job Title What are their goals? Where do they hang out? What keeps them awake? How can we help them? Head of management development To build personal reputation Show ROI of solutions Deliver on leadership training goals for internal customers To create a greater impact What do they read? What shows do they attend? What groups do they join? Who do they admire and respect? Who do they follow? How to use new technologies in learning How to engage senior leaders How to prove value of learning What answers do we have to these problems? We can help by…
  18. 18. #SMTLive Understanding Your Audience Gives You A Competitive Edge By knowing what content matters to your audience and tracking content you can: – create content around the stories and issues that matter most to your audience – drive engagement and sharing – be the first to share viral content – the first to comment and share viewpoints In short, create a deeper level of engagement and credibility.
  19. 19. of companies say they have or are close to having a holistic view of their customers of consumers say their favorite retailer understands them Source: The Consumer Conversation – eConsultancy Report
  20. 20. #SMTLive Today’s consumer is empowered and demanding 71% of smartphone users compare prices in stores1 58% are more price conscious today than they were a year ago2 43% increase in mobile sales on Black Friday 2013 versus 20123 92% of consumers trust earned media above all other forms of advertising6 70% of a business-to-business (B2B) purchase decision is made before a sales representative is contacted5 6.8B mobile phone subscribers across the globe in 20134
  21. 21. #SMTLive Create a single identity to enable a consistent customer experience Events SMS Mobile Blogs CRM Location Communities Push Facebook Twitter Wearables Retail Email Devices+ SMS
  22. 22. #SMTLive • Industry-unique analytics for increasing customer value. Advance customers quickly from one milestone to the next • Analysis across multiple sessions. Use cross-session funnel analysis to understand which milestones most influence repeat visit behavior over time • Discover. Pinpoint key customer touchpoints that drive milestone progression • Marketing Automation. Re- target active visitors with automated, tailored email • Trending. Gain insight into time- to-reach milestones for better programmatic planning 22 Improve lifetime value by targeting each individual based on where they are in the customer journey. Digital Analytics: customer milestone reporting that gives marketers more effective tools to cultivate high-value customers
  23. 23. Feature Highlights Visualize the entire customer journey, as individuals and segments, across channels Pinpoint improvements that drive acquisition, revenue and loyalty Get immediate insight into the sequence of activities customers are actually engaging in across time, channels and devices Provide a common view of the customer for your commerce, marketing and service teams, and embed these insights into the applications they use to engage the customers Journey Analytics Understand the what, why and how of my customers’ behaviors Expected early 2016 go live
  24. 24. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
  25. 25. #SMTLive Our Speakers Ken Bonifay. As a Regional Sales Manager within IBM’s Customer Engagement Solutions Group, Ken Bonifay spends most days deep in the trenches working with customers. Prior to acquisition, he was instrumental in introducing Silverpop’s behavioral marketing automation platform to marketing practitioners up and down the east coast. In his broader role at IBM, Ken helps companies improve their marketing efforts by incorporating customer analytics and experience management into their engagement strategy. @KenBonifay Tim Hayden is the VP of Marketing at Zignal Labs. Tim Hayden has more than 15 years experience in leading high growth technology firms, marketing agencies and business strategies for many Fortune 50 brands. Before Zignal Labs, he led marketing technology and process improvement programs for clients of TTH Strategy, a consultancy Tim founded. @TheTimHayden Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. As traditional media went digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey Steve Rayson is the Director & Co-owner of BuzzSumo. Steve's passions are marketing, learning and technology. He is particularly interested in data driven marketing and the role of social media in content discovery and amplification. Steve spends many of his days analyzing data to discover and share insights into successful content and why it was amplified. @SteveRayson
  26. 26. #SMTLive Upcoming Webinar November 10th: 2016 Trends for Influencer Marketing

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