Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Raamp - The analytics game plan short version
1. The Analytics Game Plan
Ian Roberts
Analytics Motivation
Translate each customer interaction into a story of customer behaviour that can be used to
hone product, sales, marketing and service activities and strategies.
2. | Commercial In Confidence| 2
• Data to trigger communications
• Interactions - story of behaviour
• Improve collaboration and reliability at lower cost
• Inform strategy
• Granular market segmentation
• Capitalise on location
• Enhance Customer Propositions and experience
Anopenenvironmentfor
themarketinganalysts
linkedintothedigital
commercenetwork
Summary – Marketing Analytics Business Uses & Benefits
3. Page 3| Commercial In Confidence|
Building Customer Experiences
Execution &
Measurement
Dissemination of
Actionable Insights
EnrichmentData Strategy
1.Implement customer
level digital tracking
2.Invest in infrastructure
to support analytics
3.Plan for executing new
business capabilities
4.A complete view of
customer
1.Conform to common
format
2.Cleanse & Match
data to enhance
customer profiles
3.Fuse external data to
enrich profiles
4.Model next best
offer
1.Standardise metrics
2.Invest in marketing
capability
3.Implement
customer lifecycle
comms
4.Know thy customer
- Measure measure
measure
1.Enable the frontline
- disseminate
information & drive
customer
experience
improvements
2.Deliver insights to
management
3.Develop customer
solutions from
insights
4. Page 4| Commercial In Confidence|
The analytics game plan - book of plays
5. Page 5| Commercial In Confidence|
1. Marketing analytics and innovation is a long road
2. Small wins create momentum
3. Unlock your data
4. Any tool
5. Measure everything
6. Page 6| Commercial In Confidence|
6. Location Location Location
Use Spatial Matches Importance of Mobile
7. Page 7| Commercial In Confidence|
7. Utilise Social
8. Drive Customer Experience – Disseminate actionable insights
to business & the frontline
9. Impact marketing ROI
10. Be evangelistic
8. Page 8| Commercial In Confidence|
Contact
• Ian Roberts
• Email: ian@raamp.com.au
• Twitter:
Analytics Motivation
Translate each customer interaction into a story of customer behaviour that can be used to
hone product, sales, marketing and service activities and strategies.
Editor's Notes
Data Strategy – Track everythingEnrich – fuse data togetherMeasure – Invest-measure-learn-adjust-go againThe real power of analytics comes from the dissemination of information to many:FrontlineProductMarketingManagement
It is a marathon - 1st out of the stadium has never won the marathon
It is a marathon - 1st out of the stadium has never won the marathon