“analytics and big data and roi…oh my!” trendlab webinar
DESCRIPTION
During this BlueSpire TrendLab webinar, our financial marketing strategists focus on the importance of big data analytics and how proper implementation can positively impact all of your marketing efforts. Other areas of emphasis were: • The latest consumer trends affecting financial institutions—results from an exclusive proprietary study on how today’s consumers are engaging with financial institutions. • How to properly plan for big data and setting institutional goals. • The importance of implementing marketing automation and why such efforts are bound to fail without a critical data-driven content marketing plan.TRANSCRIPT
Welcome
Today’s presentation is brought to you by
BlueSpire Strategic Marketing.
Featured Speakers
Jen Joly, senior director of marketing,
communications and brand management
12+ years marketing
9 years in banking, serving FIs
3+ years in the highly data-driven gaming industry
Aaron Gregerson, account supervisor
9 years in financial services
Marketing and business development roles
What You’ll Learn Today
What’s driving the shift: consumers in the driver’s seat
The role of (big) data
How to properly plan for big data:
Visualizing and documenting data sources
Understanding the "five big data W's"
How to sett individual/institutional goals
Why marketing automation efforts are bound to fail without a critical data-driven content marketing plan
What do consumers want?
65% of respondents spend one hour or more with a specific company’s apps, social sites or website.
59% of respondents say they interact with their bank or credit union at least once a week.
Features Consumers Want Most
Can store my account info 6.5%
Helps keep me organized 7%
Navigation 8.9%
Search feature to find answers myself 10.5%
Ability to purchase items 11.3%
Quality of design 11.8%
Large amounts of information 13.9%
Features They Like Least
Navigation 6.5%
Large amounts of info 6.7%
Video tutorials 7.2%
Pop up with phone number, email, web service 10.8%
Feedback survey 11.3%
Reco’s based on preferences/past behaviors 11.8%
Rating the app 13.7%
What They Expect from Your Emails
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
“86% of US internet users have attempted to remove or mask their online activities, despite only 37% believing it is possible to be completely anonymous online.”
- Pew Research Center, September 2013
http://trendwatching.com
“57% of consumers are willing to share
additional personal information, such as
their location, top five Facebook
friends’ names and information about
family members, in return for financial
rewards or better service.”
- Coleman Parkes, April 2013
http://trendwatching.com
The Role of Data
What is Big Data?
Volume Velocity
Variability Variety
Complexity
Big Data in Perspective
A single petabyte is equivalent to 20 million file cabinets worth of text.
“… without
analytics, big data
is just noise.”
- IBM.com
The Truth About Big Data
Big data = the next evolution of data
analytics
It’s not a magic solution to your marketing
challenges if you haven’t mastered basic
data analytics
Most success stories still center on fraud
In a recent study …
71 percent of FIs reported that
information and analytics are creating a
competitive advantage.
• IBM 2010 New Intelligent Enterprise Global Executive Study and Research Collaboration • http://www.americanbanker.com/issues/178_135/how-zions-bank-is-conquering-big-data-for-marketing-campaigns-1060603-1.html
Zions Bank Use Cases:
• Commercial business card
• Mobile remote deposit capture
• Cross-selling
• “Lifestyle score model”
• Customer attrition
How do you prepare
for big data?
Visualize & Document Data Sources
Understanding the Five “W’s”
Who What / Where / When How
Personas / Segmentation
Propensity
Modeling
The Who: Personas / Segmentation
“Jim” The Traditionalist
“Amy” The Open Sharer
“Bill” The Interactor
Why Personas/Segmentation?
Targeting by profit
potential
Brand positioning
Product development
Cross-selling
Targeted marketing
Retention
Personas are
critical to
addressing
buyer behavior
throughout the
sales funnel.
What / Where / When: Propensity
Your existing data is
more telling than you
give it credit for. You
just have to view it
through a different
lens.
What / Where / When: Propensity
Jane Doe
Other FIs
The Greater
Web
Your FI
Other FIs
Social Media
Your FI Website
Search
Search
Payments
Propensity Done Well
“A large data analytics project
is like painting a bridge.”
- Deva Annamalai, vice
president and product and
marketing technology
strategist at Zions Bank
Setting Goals
Goal is to identify business use cases and
"data recipes" that will help with:
More advanced customer segmentation
capabilities
Providing next-best offer products based on
predictive analytics
Optimize marketing campaign execution
The How: Modeling
Combining personas
with propensity
begins to formulate
the model.
Tying it together
+
+
= a complete customer view, true 1:1 marketing
33 touch points needed to reach one sale!
Type of Touch Point Matters
Source Days to Deposit Touch Points
Other 562 42
Referral 241 28
Online 338 35
Marketing Efforts (Direct Mail, Events) 600 29
Media (TV, Newspaper, and Outdoor) 2,189 54
Pipeline Time Lapse
Media I saw your ad on TV.
Traditional Marketing Efforts I got an invitation in the mail to
your event.
Online Marketing I looked online for a
retirement community.
Referrals My friend lives there.
… to point of sale
6 years
1.5 years
12 months
4 months
The Lead Base
0
200
400
600
800
1000
1200
1400
FY 15 FY 16 FY 17
"Mature" Leads Over Time
Lost Lead Type Total
Lost Lead Unknown Reason 1,364
Lost Lead No Interest 1,286
Lost Lead Dissatisfied 3
Lost Lead Competitor 249
Total 2,902
Reality vs. Perception
Lead Generation/Conversion Tracking
Data-driven Marketing
Marketing Automation: What it is
An incredibly useful tool
A way to build qualified leads
A tool to gather better insights
What it is NOT
A way to circumvent a poorly
built website
A self-fulfilling lead generating
platform
A content solution
Content Fuels Automation
Your content defines your BRAND as its delivered to customer segments based on propensity in defined models.
Audience-centric Message Maps
Define your content by:
Target audience
Decision cycle
Key goals to influence
The Right Content at the Right Time
“… we mine Facebook APIs for
likes and interests and look for
overlap. We can find out what
our fans also like.”
- Nate Luman, social marketing
manager at Zappos
Data Triggers Content
Average open rate of 43.2%
Average click through rate of 11.6%
Average conversion rate of 6.0%
http://www.telegraph.co.uk/
Building a Data-driven Content Plan
Address (Big) Data Analytics
Map the Experience / By Audience
Develop the Content Marketing Matrix
Parting thoughts …
Start small
Look at the data you already have
Track, measure, report REFINE
Then, think big
Recognize content needs in
addressing marketing automation
Thank You!
BlueSpire’s Q1 TrendLab Webinar Recording and Infographic