discerning customer signals from online noise - understanding customer behaviour despite your data...

Discerning Customer Signals from Online Noise

Michael McVeigh, Strategic Services

TextArtfully fusing creativity and science


Filtering out the Noise

CLM & Analytics: The Challenge

Recognizing Your Customer

What we will cover...

Multichannel & Closing the Loop

Let’s Start

CLM Essentials

Marketing messages pushed to the customer based upon insights on customer preferences

CLM requires refined segmentation including behavioural attributes

CLM Success: When the insights gained during a customer interaction are used to make a change in the sales and marketing approach in order to improve a subsequent interaction, the loop is closed

Fundamental Requirement: Clean Data



Big Data: Big, Bigger, BiggestWorldwide Search Activity on the phrase “big data”

Source: Google Trends


But All Trends Have ‘Big Noise’

Source: Google Keyword Tool

Head = 12%

Long Tail = 60%big data “other”

big data analytics

big data hadoop

big data oracle

big data newsbig data jobs

big data ibm

google big databig data wikipedia

what is big data

(big data)


Warning: Data Can Cause Headaches


Top Migraine Search Terms

And the List Goes On….


Discerning Customer Signals from Online NoiseSource: Google Keyword Tool

“I Just Want a High Level Overview”

Averaged Data = Poor Customer Insights = Broken CLM

Contraindicated: Averaged Analytics


Analytics

Actionable

YES

NO


The Healthcare Conversation is Noisy…Sales Reps

Patients

Caregivers

HCP’s

Researchers

Students

Vendors

Brand Teams

IT & WebDevelopers

Job Seekers

Stock Analysts

Competitors


…But Who Are You Trying to Listen To?Sales Reps

Patients

Caregivers

HCP’s

Researchers

Students

Vendors

Brand Teams

IT & WebDevelopers

Job Seekers

Stock Analysts

Competitors

The eMarketing reports I receive are not segmented, becausethat degree of reporting:

• Is Not Allowed

• Too Difficult Technically to Track

• Is Tracked, But Not Reported

• Actually, We Have Reporting By Target Segment?

Audience Polling Question


Filter out the noise


Filtering Sacrificing


Always Keep a Master / Unfiltered Analytics Profile and You Won’t Miss a Thing

Additional Profiles with Filters are Easy To Add

Additional Coding and Web Development Cost is Not Required!

1 minute update to your website analytics settings.

Instantly exclude IT, Web Developers, Brand Teams & Vendors from Your Reports

You can even Google search ‘What is my ip address?’ and Get the answer as a search result.

IP Exclusion: Quiet the Noise You Control


Sales RepsPatients

Caregivers

HCP’s

Researchers

StudentsVendors

Brand Teams

IT & WebDevelopers

Job Seekers

Stock Analysts

Competitors


Tune Out the Industry NoiseSales Reps

Patients

Caregivers

HCP’s

Researchers

Students

Vendors

Brand Teams

IT & WebDevelopers

Job Seekers

Stock Analysts

Competitors

Industry Watchers Are Easy to Spot


Certain Content only attracts certain types of visitor

HCPs don’t review your Investor Relations Kit

HCPs don’t comb through your job listings

Exclude visitors from filtered reports by the type of content they viewed

Sales RepsPatients

Caregivers

HCP’s

Researchers

StudentsVendors

Brand Teams

IT & WebDevelopers

Job Seekers

Stock Analysts

Competitors

Competitors Leave a Calling Card


Domain Based: HCPs don’t access the web from ISPs like “your-competitor.com”

Sales RepsPatients

Caregivers

HCP’s

Researchers

StudentsVendors

Brand Teams

IT & WebDevelopers

Job Seekers

Stock Analysts

Competitors


Recognizing Your Customer

Say Bye to the ‘Bounce’

In Healthcare, it’s useful to focus attention on those who engage - Where did they Go? - How long did they stay & what content did they engage?


Bounce Rate is a Useful Metric for Consumer Sites.

Behavioural Segmentation: Easy & Effective

Visitors from your target regions who stay for 2 or more page views.

Our ‘engaged’ 2 page view segment stayed over 4 minutes longer on-site.

Think Like a Customer…


If I were an HCP, I’d visit:- Summary of Product Characteristics (PDFs are OK!)- Clinical Trial Data- Prescribing Info

Advanced Segments Allow Reporting Only for Visitors Who Reach Specific Content

…And See the Results


Target Segment:19% of Visits

57% of Engagement


Follow Your Customer. Not the Crowd.

Remembering Your Customer


Question: What Do HCPs Do, Who Return?

Place Custom Variables on Content Viewed by Target Segment

Required for segmented reporting across visitor sessions

Note: Requires Site Coding

24Discerning Customer Signals from Online Noise

Closing the LoopClosing the Loop

Many Channels, One Customer


Online Channels Influence Each Other…

...And Target Segments are often those at the center of multiple touch points

Stay on Track


Most targeted eMarketing Channel

Is blended with direct traffic & referrals from hundreds of Webmail domains

Most integrated eMarketing Channel

Is confused between effective and ineffective offline pieces

If Link Tracking & Redirects are Skipped…

Innovate! (With Existing, Proven Tactics)


A/B Variation Testing of High Value Content (Med Legal Strategy: Start with template testing)

Remarketing Ads to Re-engage Audience at Low Cost (Med Legal Strategy: Try promoting unbranded resources)

Round-Up


To Close the Loop – You Need To Start with Clean Data

Start by Excluding the Noise You Know

Focus Reports on Segments That Behave Like Customers

Recognize Your Customer Across Multiple Channel Touch Points

High Level Reporting OK, IF… its High Level by Segment


Questions & Answers

Have a question ? [email protected]

mailto:[email protected]

mailto:[email protected]

discerning customer signals from online noise - understanding customer behaviour despite your data...

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