June 7, 2016
February 17, 2015
Marketing Association Rijksuniversiteit Groningen (MARUG) where around 350 students and 100 businesses where attending. The topic was about customer insights and analytics. I started with showing a youtube around what todays already is possible with available CRM data and sales data and some standard algorithms using Watson. A first view of marketing insights as a service. The lack of good analytical marketing skills drives companies like IBM to develop these kind of services.
[O’Brien ’96, Neuman ’99, Gosling ’03, Wholan’06), the Needs 12 dimensions (Aaker 1995, Maslow 1943, Fords 2005), and base values of the person. These personal intrinsic traits create a unique digital personality. Another trend is that millennials use less text and more visuals to communicate. Through analytics of those picture (pure the visuals) we are now able to identify brands and surroundings (beach, sports...etc) which also provides input to build a digital profile. Combining the two would provide great capabilities for marketers to create personalized or hyper personalized propositions. This all fits still to the paradigm we already concluded in our CMO study in 2011. Understand your customer as an individual.
Now with knowing your customer as an individual and using science Analytics or an Analytical service, there is still the challenge for marketers to develop an attractive intelligent customer journey that provides maximum value at every touch point. That was paradigm 2 in the CMO study. Digital has a lot of impact on the channels to engage with brands. These digital channels will increase and it is the marketer who needs to incorporate those in an intelligent way. As marketer you need to show that you have a clear understanding of all the journeys your customers can take and make logical connections between the different phases, steps and channels. If a car manufacturer envisions that in the near future he is unable to bring every model to the dealer showroom what point solution they should add to the customer journey. In this case it is not driven by the customer but also from the car manufacturer from cost perspective. With a Customer Experience LAB you can start envisioning what future customer experience would be possible to give the customer a "near" real experience of the car he is planning to buy. The look, the color, the sounds, the feeling of the seats, the speed and acceleration, how does the car think...what intelligence is included...
This opens opportunities for augmented reality or using large screens, oculus rift. Now we are almost back to the game development and virtual reality to develop the near future showroom of the car manufacturer. This virtual reality experience is my bridge towards the next paradigm.
November 10, 2014
One of the most effective ways to ensure every campaign
delivers maximum impact is to adopt an Integrated
Campaign Planning System.
This comprises a cycle of five steps that enables
businesses to choose the most effective combination of
engagement tactics, media types, platforms and content.
This makes it possible to build a campaign plan that is
highly relevant to the customer segment, represented by
personas, and that makes optimum use of paid, owned
and earned media.
Integrated planning is an iterative process, with analytics
making it possible for organisations to identify and fine-tune
the tactics that work best. This process of continuous
refinement leads to improvements in KPIs and enhanced ROI.
The five elements of the Integrated Campaign Planning
System are as follows:
Step 1: Identify inputs
To succeed, a marketing plan must take account of all the
internal and external factors likely to influence the campaign.
Internal factors include business priorities and corporate
digital strategy. Among the external factors are the digital
landscape in the target territory – digital usage is subtly
different in every country – and the level of digital maturity.
Step 2: Define marketing objectives
CMOs are expected to drive performance in three areas. First,
they need to grow sales and revenue. Second, they need to
demonstrate marketing efficiency improvements in brand
awareness, improved customer acquisition and product
promotion. Third, they must boost overall brand value.
Unlike traditional above-the-line marketing – such as
print, radio and television – it is possible to quantify just
about every aspect of a digital marketing campaign using
KPIs. These include viral reach, likes, video views,
comments and shares. As well as providing an instant
barometer of success, KPIs assist in the progressive
refinement of campaigns. KPIs must be aligned to
objectives and should not be considered as objectives
in their own right.
Step 3: Customer experience
Who is your customer? What is their preferred combination of
social networks? What sort of digital journeys are they likely to
take and what will they do next? Personas – fictionalised
consumers built using data and insights – help marketers to
answer such questions. Personas represent key segments
within target markets and provide a higher level of granular
detail than traditional broad-brush segmentation techniques.
In order to build personas, organisations need a range of
analytic skills and techniques, including data analytics,
buying-behaviour analytics and analysis of customer interviews.
Hyper-personalisation of this sort makes it possible for
marketing organisations to optimise the customer experience
and plan tailored journeys that generate maximum value at
every touch point. This allows marketers to target social
spend where it is most likely to trigger a chain reaction:
an example would be using “paid” media.
Step 4: Execute and measure
A rigorous and timely plan is the key to a successful
campaign. Integrated planning needs to be a default
capability: good planning will ensure not only the successful
initiation of a campaign, but also that every opportunity for
refinement is acted on once the campaign is in motion. A
number of test methodologies can be used to determine
what works, and what doesn’t, throughout the campaign
lifecycle. The most valuable of these techniques are A/B
testing, multivariate testing, usability testing and customer
Dashboards provide a real-time indication of the health
of the campaign, highlighting activity on each social media
channel and correlating outcomes with earlier actions.
The ability to visualise and measure everything – and then
to adjust the campaign accordingly – is a differentiator.
Step 5: Analytics everywhere
Analytics has the power to transform every facet of a
campaign, from initial set up through to in-flight monitoring
of customer journeys [see box on “Tools for Change”]. But
it also has the power to drive change in the way marketing
organisations function. The companies that get the most out
of analytics are the ones that develop new expertise and
tackle interdepartmental bottlenecks to ease the flow of data
between silos and across areas of responsibility. In short,
analytics can not only boost revenue, it can also serve as a
catalyst for a smarter and better-integrated business
September 24, 2014
Customers are talking about your products & services. Find out more from new @IBM paper on #SocialMediaMarketing http://ibm.co/1vMkbRo
Today I can proudly announce the whitepaper Social Marketing Strategy. In there you will find the details of all the 5 steps of the model. also you can read about the Sony Pictures reference and how our Spanish GBS Interactive team with Paula Abalos Martin, Alvaro Ruiz Sautier-Casaseca and Nuno Alberto Valenzuela Alonso have improved the social and digital campaigns of Sony Pictures Spain.
Read more and download the whitepaper at http://ibm.co/1spzIIn
September 23, 2014
to the winner, the ING band, but.... The Institute became second (runner-up) during the 2014 Battle of the Business Bands.... We are so proud!!! Watch the video of our show, we opened the evening which was a great event!....