H2 Accelerate growth using data

data-driven-marketing-4

Accelerating growth through data is challenging and requires commitment and alignment from around all the organisation to be successful, but there are 7 steps that make the journey more successful

  1. Identify the commercial & customer Goals in next 18m-36m
  2. Build a clear vision of a radically different data-driven customer experience, working across digital & bricks & mortar and align across the organisation.
  3. Remove Silos of data use creating a single version of the truth, with a data strategy linked to business goals e.g. Unified View of customer data, GDPR ready and tools developed to meet commercial goals.
  4. Breakdown the institutional fear of data & digital at all levels through training & doing: it’s a tool that anyone can use to do what you have been doing better
  5. Use Data Analytics to Map & Prioritise customer journeys & personalised experiences across human & digital touchpoints and align organisation capability to deliver for customer.
  6. Identify & Build the capabilities (Process, Tools People) that will be required to transform process design from efficiency focused (cheaper) to customer focused (better simpler cheaper) , specifically putting in place an analytics capability to enable data-driven, personalised journeys
  7. Foster stronger bonds between technical and different business people. This is a two-way process to ensure the technical teams understand the commercial imperatives, and customer solutions you would like to build, and the business teams learn to trust the expertise of technical IT teams. It will also allow you to improve data quality through showing the business impact.

Using Data & Advanced Customer Analytics  to put the customer at the heart of an organisation is a transformation that future looking organisations need to start implementing now.

Transformation to ensure data is part of the DNA of an organisation takes time and a holistic approach.

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7 steps to data-driven customer obsession

seven steps

As we break for Christmas I have just had a great morning with DataIQ Leaders discussing how data can transform CX.

I led a discussion with a group of Analytical leaders with seven simple steps on the road to build advanced Customer Analytics. It’s challenging and requires commitment and alignment from around all the organisation to be successful

  1. Identify the commercial & customer Goals in next 18m-36m
  2. Build a clear vision of a radically different data-driven customer experience, working across digital & bricks & mortar and align across the organisation.
  3. Remove Silos of data use creating a single version of the truth, with a data strategy linked to business goals e.g. Unified View of customer data, GDPR ready and tools developed to meet commercial goals.
  4. Breakdown the institutional fear of data & digital at all levels through training & doing: it’s a tool that anyone can use to do what you have been doing better
  5. Use Data Analytics to Map & Prioritise customer journeys & personalised experiences across human & digital touchpoints and align organisation capability to deliver for customer.
  6. Identify & Build the capabilities (Process, Tools People) that will be required to transform process design from efficiency focused (cheaper) to customer focused (better simpler cheaper) , specifically putting in place an analytics capability to enable data-driven, personalised journeys
  7. Foster stronger bonds between technical and different business people. This is a two-way process to ensure the technical teams understand the commercial imperatives, and customer solutions you would like to build, and the business teams learn to trust the expertise of technical IT teams. It will also allow you to improve data quality through showing the business impact.

Using Data & Advanced Customer Analytics  to put the customer at the heart of an organisation is a transformation that future looking organisations need to start implementing now.

Don’t be a Grinch this Christmas

grinch

data pulse #33

Don’t be a Grinch this Christmas , Customer data needs to be lovingly tended and developed.

It’s tempting to think of customer data as the new oil , freely flowing and always available.Combined with advanced analytics, it offers the promise of creating strategic advance. By perfectly profiling an individual customer, marketing can be truly personalized, improving a customer’s experience, and eliminating waste.

But customer data isn’t a natural resource. It’s generated by people. And as our connectivity increases, so does our awareness of the data being collected and the erosion of our privacy.

With customers increasingly seeking more control over the data they share and with whom, access to customer data will become increasingly valuable, a source of competitive advantage, and a privilege to be earned. Brands will need to demonstrate to customers that they can be trusted with their data.

There are a number of practical steps that should be taken now:

  1. Make sure you are using the data you already have to improve the customer experience, so it’s clear to customers what value they are receiving in return. This may seem obvious, yet I’m still struck by how infrequently the data I’ve shared is used to improve my experience. My inbox, for example, is still full of mass rather than personalized emails. Why not let customers feel the benefit of their data?
    1. Mothercare have a personal email programme linked to explaining what you need to do and how they can help you through weeks of pregnancy & in the first few weeks after your baby is born.
    2. Asda emails are linked to promotions in your favourite store on things we think you would like to buy based on previous shopping.
    3. Starbucks use location data to prompt offers on the phone when you are near a starbucks
  2. Give your customers more control over their data. Let them opt-in, for example, rather than have to opt-out, and be very clear what they are opting into. Be upfront about your cookie policy, and its implications. And give customers options over such questions as frequency and method of contact.  Why not work with customers to figure out ways that you can turn data they could generate into something of value to them? Nike has done this to great effect, helping customers generate data to help with their own fitness, and in the process deepening their connection with the brand.
  3. Only collect the data that’s essential to deliver the benefit to customers, rather than everything you can. And be clear about what data you need to collect, the reason why you need it, and what benefit they will get in return.

While data security is certainly a complex technical and legal challenge, it’s underpinned by a question of brand mind set.

If customer data is viewed internally as a commodity, then it’s something to be extracted from customers and traded…and customers will be wary, as behaviours will give the brand away.

But if access to customer data is viewed internally as a privilege, where we don’t own a customers data it’s their data we are only curating it and looking after it to improve our customers experience then it’s something precious that has to be protected…and the resulting behaviours will inspire more trust among customers.

 

Segmentation is a tool to grow customer numbers

netfix house of cardsdata pulse #37

Delivering the most relevant, inspirational messaging and experiences through advanced segmentation and targeting is a key advanced use of data. Segmentation itself is relatively straight forward, we all do it all the time. The skill for CMO lies in bridging the technical teams and the business imperatives to develop segmentation that delivers on commercial objectives

Netflix is an organisation that uses data in three of the advanced states. Netflix micro-tagging of vast content archives allowed creation of nearly 77,000 film segments, rich data, views, searches , times, pauses and more is used to build behavioural profiles and predictive algorithms give uniquely targeted recommendations.

The segmentation techniques are not dissimilar to the segmentations that Tesco, Sainsbury’s , Coop  and Asda built for segmenting customers. Both cluster users based on attributing product features to films / products and then clustering film watched/ products bought using analytics.

The difference is the Volume, Velocity and Veracity of data used.

Coop Food apply 7 segments to members annually,

Netflix create 77,000 segments on daily basis, continually refining which segment members are in so better able to predict your best next film.

More complex isn’t always better, as organisations need to WALK before they can RUN, and align people and processes before they build more complexity. Asda is now using customer segmentations and tools and processes for building ranges and promotional plans, and continually building and refining, as well as segmenting customer communication to improve the Customer Experience

Customer focus, data-driven to deliver commercial imperatives.

Building more sophisticated segmentations will develop but add value if they are aligned to deliver commercial objectives, so creating strategic and operational capabilities

 

 

7-11 crawl walk run

7-11 digital transformation using agile crawl- walk-run methodology to develop relevant data driven CX

Data Pulse #711

7-11 seized an opportunity to use the existing technology that most of its shoppers already had in their hands as they entered the store, and it did it from a standing start using AGILE methodology like a baby learning to CRAWL, WALK, RUN

 7-11 can now push real-time, rules-driven offers to customers through the 7-11 app.

The decision was made to launch a mobile app in efforts to deliver what the customer wants, when they want it, where they want it. Offers take account of rich data about the customer, both live and historic:

Real-time transactional: current basket, comms received, channel, geofencing

Real-time contextual: location, location temperature, time of day.

Historic modelling: transaction data, profile data, modelling scores.

Insights gained from feedback to offers over time is incorporated into business rules in a process of continuous refinement.

So, for example, on a cold morning, 7-Eleven might push hot drinks offers. At midday, some customers might receive offers for packaged lunches while others receive promotions on fresh foods. In the evening, lifestyle insights might be used to determine that some customers might be tempted by pizza and a DVD rental.

7-11 2

The battle to grow customers is not BAU.

customers 14

Data & Digital is transforming customer expectations

The battle for customers is not business-as-usual, with data & digital transforming customer expectations for personalisation, technology adoption moving fast & traditional loyalty structures changing. Creating a Customer Obsessed Organisation that puts the customer at the heart of the business and designing the human and digital customer experience are top priorities to win in the age of the Digital Customer.

Organisations grow if they have more customers visiting more often, meeting more needs of existing customers and attracting new customers: Use of Data & Digital is an opportunity to get closer to customers and do what good organisations do now better & faster.

There are several opportunities for Data & Digital to allow organisations to get closer to their customers and grow faster, and lots of learnings from other organisations that can be applied in a fast follower position.

  1. Transformational understanding of the business to make it customer focused: better, simpler and cheaper for customers, colleagues and the organisation itself
  2. Delivering a Friction Free Customer Experience
  3. Delivering the most relevant, inspirational messaging and customer experiences through advanced segmentation and targeting

The road to travel on the journey to making your organisation more customer focused in a digital world is challenging and one that requires alignment and commitment from the CEO, CCO and across different departments.

  1. Identify the commercial & customer Goals in next 18m-36m
  2. Build a clear vision of a radically different data-driven customer digital future state, working across digital & bricks & mortar and align across the organisation.
  3. Remove Silos of data use creating a single version of the truth, with a data strategy linked to business goals e.g. Unified View of customer data, GDPR ready and tools developed to meet commercial goals.
  4. Breakdown the institutional fear of data & digital at all levels through training & doing: it’s a tool that anyone can use to do what you have been doing better
  5. Use Data Analytics to Map & Prioritise customer journeys & personalised experiences across human & digital touchpoints and align organisation capability to deliver for customer.
  6. Identify & Build the capabilities (Process, Tools People) that will be required to transform process design from efficiency focused (cheaper) to customer focused (better simpler cheaper) , specifically putting in place an analytics capability to enable data-driven, personalised journeys
  7. Foster stronger bonds between technical and different business people. This is a two-way process to ensure the technical teams understand the commercial imperatives, and customer solutions you would like to build, and the business teams learn to trust the expertise of technical IT teams. It will also allow you to improve data quality through showing the business impact.

Using Data and Digital to put the customer at the heart of an organisation is a transformation that future looking organisations need to start implementing now.

7 Simple Steps to Data Heaven

data whowhatwhenwhy

Data pulse #43

The new European data Regulation GDPR will be coming into force soon, and many organisations still haven’t started to even be aware of the new law let along prepare for it’s arrival.

The GDPR is a real opportunity to build TRUST in the organisation , making it better for customers, simpler for colleagues and also save money! If you take a proactive approach and start to prepare soon, it could be a real opportunity rather than a Risk on the corporate Risk register.

Here are seven simple Steps to take:

  1. Map your data flows: so you understand where data exists in the organisation
  2. Map the customer Journey: does it align to the first point?
  3. Categorise your data :prioritise where you need to focus effort into priority 1/2/3
  4. Review your Partners Agree ownership and standards you expect.
  5. Evidence the standards you apply: use the DMA or ICO privacy seal
  6. Identify Resources required for Training
  7. Complete a GDPR audit: ICO will be able to help you understand where you now sit

Building awareness in the organisation of the facts as well as the simple steps that are needed to be taken will ensure that energy is focused on delivering the right outcome for customers and your organisation.