Advancing and Amplifying Retention Marketing through Analytics and Insights
Today’s savvy marketers are finding new ways to segment key targets, customer groups and prospects to better connect and engage with their customers. These rich insight repositories are also being used to develop retention campaigns that look to activate customers – and hopefully retain, upsell and even cross-sell to boost revenues.
Join the Chief Marketing Officer (CMO) Council and Pitney Bowes in the fourth installment of the Get Exact in How You Contact webinar series, as we host Comcast’s VP of Customer Retention & Loyalty Marketing, Phil Bellaria, as he talks about developing more targeted and effective retention marketing strategies while improving and enhancing the customer experience.
RecordedJun 19 201264 mins
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Doug Ko-Cohesity, Matthew Missey-Insight, David Clement-Trend Micro, Jeff Mitchell-Microsoft
Today’s buyer and specifier expect their experiences be simple, secure and supremely valuable to them. The question becomes how ready are today’s organizations to not just continue to deliver the great products and services they have been selling throughout the years…but how ready are they to innovate and transform with the intentional and specific goal of exceptional digital experiences?
Dale Kirby - Microsoft, Andy Pink - Citrix Systems, Mike Preston - Rubrik, Kathi Grumke & Richard Coile - CDW
As organizations look to set bold goals for the future, many will turn to people, platforms and processes to power their journey forward. But what are the big trends in data and analytics, technology and computing that will directly impact how we work, how we secure and how we advance organizations to a better tomorrow? From shifts in data management, analytics and security to new thinking in how to orchestrate digital transformation and activation, the future holds endless opportunities for those who can navigate it effectively.
Digital transformation is, for most executives and organizations, top of mind as we look to shift our people, processes and platforms to a more connected, efficient and effective ecosystem. For many brands, the reality is that transformation has not come at the behest of an internal quest for innovation but rather to keep up with a connected customer making new choices based on experiences and value delivery.
But the quest for transformation has been rife with buzzwords, failed promises and more than a few platform investments that have only partially yielded results. Teams continue to be hampered by fractured operations and limited access to customer intelligence, and there is growing frustration that transformation initiatives may prove to be never-ending with no real payoff in sight.
The call to action for business leaders focused on growth is to shake off the missteps of past transformation programs and embrace new strategies that empower employees to act. This also means entrusting teams with intelligence and insight into the customer, and better connect and align teams and partners across the customer engagement lifecycle, in order to deploy truly relevant and meaningful experiences. These experiences, according to today’s customer, must be personalized, relevant and must not violate the customer’s trust that the data they have provided the brands they love has not been misused or mismanaged.
Marketers are listening for the voice of the customer. According to early findings of a study from the CMO Council in partnership with SAP Customer Experience and Hootsuite, over 60 percent of the marketers based in Europe have formal customer listening initiatives in place.
Unfortunately, only eight percent of European marketers believe these programs are “excellent”, with most marketers admitting that their listening programs are just “fairly good”, listening through corporate owned formal feedback channels, but struggling to ingest unstructured intelligence from across the organization.
Part of the issue could be how organizations view critical listening posts. With early indicators pointing to marketers primarily viewing channels like social media as either free engagement tools or PR amplification channels, it is not a surprise that many marketing leaders are looking to tackle the issue of leveraging intelligence from customer voice to better deliver consistent, contextual and personalized experiences. The big question becomes how.
Mary Anne Hensley, CMO Council ; Mike Olson, Fox Rent-a-Car
For obvious reasons, video represents an unprecedented level of opportunity for companies looking to amplify their digital engagement efforts. However, many companies still lack a formalized strategy for implementing video, and worse, the metrics currently being used to gauge the success of video are questionable, at best. Many organizations are still applying the same metrics for online video that they use for TV advertising, and with Facebook and Google both admitting to flawed, incomplete and often incorrect reporting structures for video campaign outcomes, it is becoming more important than ever for marketers to establish reliable strategies and metrics for video performance.
With the level of opportunity that video presents, how can marketers ensure that they are getting the biggest bang for their video investments? What metrics truly matter when it comes to understanding video campaign success, and how can marketers achieve the contextual consistency they need to really understand how their videos are performing?
To address these issues, the CMO Council will be hosting a webinar to explore the greatest barriers to success when it comes to implementing video campaigns that deliver the intended results, in addition to the metrics needed to gain full transparency into video performance to understand who is viewing videos—as well as when and where they are being viewed—and determine their impact on the bottom line.
The webinar will be on July 10 at 10am PST/1pm EST, and presented by Mary Anne Hensley, Director of Content and Marketing Programs here at the CMO Council; Ben Segal with Vuble, and Mike Olson with Fox Rent-a-Car.
Please join us for the CMO Council’s upcoming live webcast, in partnership with IBM, “Doing More With Data.” Join us on June 7, 2018 at 10am PT / 1pm ET as we explore how the shift toward the customer has necessitated innovation across data, analytics and holistic operations.
Among the key issues to be discussed are:
-How marketing, commerce and operations executives are centralizing and putting today’s deluge of data to work, as well as finding new ways to extract value from multiplying sources of insight (IoT, MarTech apps, third-party APIs) and unstructured content (both inside and outside the enterprise)
-Issues of data availability, accessibility, quality, timeliness, dependency, disorder, drag, delay and dysfunction
-Competitive imperative to leverage real-time, refined data for revenue growth, customer gratification and trusted decision support
-How to help functional business leaders review, value and prioritize data assets; provide them a self-assessment tool to identify most relevant sources of data, and determine what types, sources, formats, and interfaces would boost marketing and business performance
-Gaps and deficiencies in the data value chain as it results to customer journey, path to purchase, lifetime value, and end-to-end experience.
The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 15,000 plus members control more than $400 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 12,000 global executives across 100 countries in multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Marketing Supply Chain Institute, Customer Experience Board, Loyalty Leaders, Online Marketing Performance Institute, and the Forum to Advance the Mobile Experience.
Advancing and Amplifying Retention Marketing through Analytics and InsightsPhil Bellaria (Comcast), Patrick Surry (Pitney Bowes), Liz Miller (CMO Council)[[ webcastStartDate * 1000 | amDateFormat: 'MMM D YYYY h:mm a' ]]63 mins