Customer Management in the Digital World

Tim Barnes

Customer Management in the Digital World

Tim Barnes

Data

Customer Management in the Digital World

Tim Barnes

Tax

The Value of Data Consolidation

ACTIVITY

Preparing Taxes

DESIRED OUTCOME

Pay Less Tax

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

$3,500

$4,000

$4,500

$5,000

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ACTIVITY

Preparing Taxes

UNINTENDED OUTCOME

Pay too Much

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

$3,500

$4,000

$4,500

$5,000

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ACTIVITY

Marketing

DESIRED OUTCOME

Drive Down Waste

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

$3,500

$4,000

$4,500

$5,000

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EYEBALLS BUYERS

Page 11 © 2009 Razorfish. All rights reserved.

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EYEBALLS

Peerreviews

Competitivealternatives

RecommendationsFrom friends

User-generatedcontent

BUYERS

CONTRIBUTORS

BUYERS

CONTRIBUTORS

Page 13 © 2009 Razorfish. All rights reserved.

Desired

Business

Outcomes

PROSPECTive Marketing

Extending CRM up the Funnel

Traditional CRM

CONVERT

Page 15 © 2009 Razorfish. All rights reserved.

Digital CRM

CONVERT

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UNAWARE ADVOCATE

PR

OS

PE

CT

PU

RC

HA

SE

R

Newbies 31% Loyalists 18%

Masses 43% Enthusiasts 8%

Cus

tom

er V

alue

Brand Commitment

Newbies 31% Loyalists 18%

Masses 43% Enthusiasts 8%

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UNAWARE ADVOCATE

PR

OS

PE

CT

PU

RC

HA

SE

R

Cus

tom

er V

alue

Brand Commitment

KEY MEASUREMENTS

• Brand Awareness/Affinity

• Evangelization

• Research Behavior

• Exposure/Interaction

Newbies 31% Loyalists 18%

Masses 43% Enthusiasts 8%

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UNAWARE ADVOCATE

PR

OS

PE

CT

PU

RC

HA

SE

R

Cus

tom

er V

alue

Brand Commitment

KEY STATISTICS

• 8% of audience

• 26% of value (potential)

• 42% of all chatter

• Low or no product purchases

Newbies 31% Loyalists 18%

Masses 43% Enthusiasts 8%

Page 20 © 2009 Razorfish. All rights reserved.

UNAWARE ADVOCATE

PR

OS

PE

CT

PU

RC

HA

SE

R

Cus

tom

er V

alue

Brand Commitment

GOALS

• Drive towards purchase

• Model behaviors

• Increase conversation

Scatter Approach

Page 21 © 2009 Razorfish. All rights reserved.

EYEBALLS

Peerreviews

Competitivealternatives

RecommendationsFrom friends

User-generatedcontent

BUYERS

CONTRIBUTORS

Customer Level Targeting

Page 22 © 2009 Razorfish. All rights reserved.

EYEBALLS

Peerreviews

Competitivealternatives

RecommendationsFrom friends

User-generatedcontent

BUYERS

CONTRIBUTORS

Parting Thoughts

• Marketing should not exist in silos

• Know your customer -- they may be a prospect

• Create relevant conversations with consumers

Page 23 © 2009 Razorfish. All rights reserved.

Thank You

Tim Barnes tim.barnes@razorfish.com