Discerning customer signals from online noise - Understanding Customer Behaviour Despite Your Data...
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Transcript of 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
Discerning Customer Signals from Online Noise
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
Discerning Customer Signals from Online Noise
Discerning Customer Signals from Online Noise
Big Data: Big, Bigger, BiggestWorldwide Search Activity on the phrase “big data”
Source: Google Trends
Discerning Customer Signals from Online Noise
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)
Discerning Customer Signals from Online Noise
Warning: Data Can Cause Headaches
Source: Google Keyword Tool
Top Migraine Search Terms
And the List Goes On….
Source: Google Keyword Tool
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
Discerning Customer Signals from Online Noise
Analytics
Actionable
YES
NO
Discerning Customer Signals from Online Noise
The Healthcare Conversation is Noisy…Sales Reps
Patients
Caregivers
HCP’s
Researchers
Students
Vendors
Brand Teams
IT & WebDevelopers
Job Seekers
Stock Analysts
Competitors
Discerning Customer Signals from Online Noise
…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
Discerning Customer Signals from Online Noise
Filter out the noise
Discerning Customer Signals from Online Noise
Filtering Sacrificing
Discerning Customer Signals from Online Noise
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
Discerning Customer Signals from Online Noise
Sales RepsPatients
Caregivers
HCP’s
Researchers
StudentsVendors
Brand Teams
IT & WebDevelopers
Job Seekers
Stock Analysts
Competitors
Discerning Customer Signals from Online Noise
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
Discerning Customer Signals from Online Noise
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
Discerning Customer Signals from Online Noise
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
Discerning Customer Signals from Online Noise
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?
Discerning Customer Signals from Online Noise
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…
Discerning Customer Signals from Online Noise
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
Discerning Customer Signals from Online Noise
Target Segment:19% of Visits
57% of Engagement
Discerning Customer Signals from Online Noise
Follow Your Customer. Not the Crowd.
Discerning Customer Signals from Online Noise
Follow Your Customer. Not the Crowd.
Remembering Your Customer
Discerning Customer Signals from Online Noise
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
Discerning Customer Signals from Online Noise
Online Channels Influence Each Other…
...And Target Segments are often those at the center of multiple touch points
Stay on Track
Discerning Customer Signals from Online Noise
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)
Discerning Customer Signals from Online Noise
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
Discerning Customer Signals from Online Noise
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
Discerning Customer Signals from Online Noise
Questions & Answers
Have a question ? [email protected]