apps to insights playbook

Big Data Small Data Data Analytics Data Insights Big Data Small Data Data Analytics

Data Insights Big Data Small Data Data Analytics Data Insights Big Data Small Data Data Analytics Data Insights Big Data Small Data Data Analytics Data Insights Big Data Small Data Data Analytics Data Insights Big

Data Small Data Data Analytics Data Insights Big Data Small Data Data Analytics Data

Insights Big Data Small Data Data Analytics Data Insights Big Data Small Data Data

Analytics Data Insights Big Data Small Data Data Analytics Data Insights Big Data Small

As marketers, we keep hearing about the

importance of data ...

“The opportunity has never been greater for savvy marketers and data analysts to team up and untangle the ‘data hairball,’ gain insights into behavior, anticipate trends and make their customers’ experiences more relevant and timely.”

Lisa ArthurCMO, Teradata Applications

2http://www.briansolis.com/2013/12/5-steps-to-improving-the-customer-experience-with-big-data/

"That which is measured, improves. That which is measured and reported, improves exponentially."Karl Pearson

Actual source disputed, apocraphally attributed to Karl Pearson and commonly called Pearson’s Law

3

“Big data will spell the death of customer segmentation and force the marketer to understand each customer as an individual within 18 months or risk being left in the dust.”

Ginni RomettyCEO, IBM

4http://www.slideshare.net/TrueLens/top-10-marketing-big-data-quotes-e-book

“Once relegated to the province of direct mail teams and analysts, customer data and marketing technology are now essential to every marketing function, from strategy to creative development to execution.”

William BandVice President, Principal Analyst Forrester

5http://www.slideshare.net/TrueLens/top-10-marketing-big-data-quotes-e-book

How do you not only keep up ...

http://flic.kr/p/8iTeLx (keynell4)

but get ahead?

Understand that not all data is not created equal1

Understand that not all data is not created equal1Understand that insight, not data, is what really matters2

Understand that not all data is not created equal1Understand that insight, not data, is what really matters2Combine creativity with technology to make compelling content that engages your target audience

3

So, you must first define your overall strategy for collecting and analyzing the right data to create insights for your business

overall strategy & the right data(+ creativity)

overall strategy & the right data(+ creativity)

Boost ROI

overall strategy & the right data(+ creativity)

Boost ROI

Beat the Competition

overall strategy & the right data(+ creativity)

Boost ROI

Beat the Competition

Get a Promotion!

There are many sources of data to draw from

Sales Metrics | Social Media | Web MetricsContent Consumption | Content Sharing

Lead Generation Metrics | AdvertisingSurveys | Search Engine Rankings

Email Open Rates | Engagement Metrics Keyword Analysis | Mobile Applications

Mobile applications (for sales and marketing) can be particularly effective

Sales Metrics | Social Media | Web MetricsContent Consumption | Content Sharing

Lead Generation Metrics | AdvertisingSurveys | Search Engine Rankings

Email Open Rates | Engagement Metrics Keyword Analysis | Mobile Applications

Mobile applications (for sales and marketing) can be particularly effective

[when executed correctly]

How can mobile apps be used to generate data insights,

and how can the data be integrated with the rest of

your sources?

Before we get to the seven-step guide, lets clarify exactly what we mean by mobile apps

Mobile Apps

for sales and marketing

Mobile Apps

for sales and marketing

Sales Teams

Mobile Apps

for sales and marketing

Sales Teams Retail Stores

Mobile Apps

for sales and marketing

Sales Teams Retail Stores Events

Mobile Apps

for sales and marketing

Sales Teams Retail Stores Events Consumers

These Apps collect two types of data:

Content Utilization“App Flight Recorder”1Customer ResponseForms, Surveys, Media Capture2

... and they excel at collecting customer interaction data in the context of selling or product usage situations

The opportunity exists to create multi-channel apps

that integrates data into a single dashboard

Sales Teams Retail Stores Events Consumers

Imagine a single view

for all your customer interactions

Sales Teams Retail Stores Events Consumers

If you use correctly, apps will help you generate critical insights for your business

If you use correctly, apps can help you generate critical insights for your business

The rest of this playbook will help show you how

(Read on for the seven steps)

Seven steps for turning Apps into Insights:

Plan1234

Design

Build

Collect

Analyze567

Act

Evaluate

Determine your marketing goals

Use planning template (to be shared during webinar)

Plan1

Plan1Advice: Don’t cut this short. Planning will have a huge impact on improving the insights you ultimately gain

Design your app(s), taking your data insights plan into account

Follow best practices for integrating customer input into your apps (more on this in webinar)

Design2

Be creative!

Use creative team to design compelling experience that meets business needs

Don’t be constrained by technology

Design2

Create your app, keeping the following in mind:

It should be possible to collect data offline, syncing when connected to internet

Create3

Create your app, keeping the following in mind:

Data from all apps should be stored in a central location that makes it easy extract data you want

Create3

Create your app, keeping the following in mind:

Take advantage of native features like location tagging, time, date, and duration

Create3

Create your app, keeping the following in mind:

Create different variations of your app for your different sales channels

Create3

Create your app, keeping the following in mind:

Allow for message customization based on segment, intelligent screen-flow, and personal preferences

Create3

Data collection on mobile device should be automatic and easy (but it is also a good idea to train users when possible)

Assign a single owner for gathering the collective data

Collect4

Audit to understand all information available

Collect key metrics defined in planning stage

Recognize trends, draw conclusions

Analyze5

Present to others and get their feedback

Look at data different ways to see if you can find hidden insights

Analyze5

Insights are only valuable if you act on them

Determine actions, owners, timeframes - and hold people accountable

Act6

Example Actions:

Revise messaging that is not working

Train sales team

Change product positioning

Act6

It is rare to get get it right the first time

Go back to step 1-3 periodically and update app to ensure the most critical insights are generated

Evaluate7

That’s it!Wait, how do you combine this with your data from other sources?

That’s it!Wait, how do you combine this with your data from other sources?

Your are almost there, but not quite done

No walled gardens

Sales Metrics

Social MediaWeb Metrics

Content Consumption

Lead Generation Metrics

AdvertisingSurveys

Search Engine Rankings

Email Open RatesEngagement Metrics Keyword Analysis

Mobile Applications

Let your data play together for even greater insights

h&p://www.flickr.com/photos/iknow-­‐uk/3650501593/

Finally, please remember to talk to you customers

(preferably with a tablet in hand)

Learn MoreSign up for webinar at http://bit.ly/1k0UIkm

Follow the #datainsights hashtag on Twitter

Contact Proscape at info@proscape.com