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Colin WithersBrand & Communications ManagerAriad [email protected]
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Traditionally, marketers sent communications
when they had something to say.
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Today — in the age of the customer — we now
agree that we should talk to
customers when they have a need.Want the full story? Download the white paper 416 646 3138 [email protected] Ariad.ca
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Today, consumers connect with brands in so many ways, so many places.
But when is that?
Mobile
TV
Direct
Social
In Store
Outdoor
Digital
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There are two dominant approaches that
let marketers know when to talk to their
customers…
H O W
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Traditional Insights
BehaviouralDataVS
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Traditional Insights
BehaviouralData
VSBy deeply
understanding the customer, and the
customer’s journey, marketers can identify key moments to reach
out to customers.
Knowing a customer’s behaviour or
immediate context can signal a
clear need, which can be addressed by a timely marketing
message.
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Traditional Insights
Get to knowthe customer
deeply
Speculate (in a logical
way)about their
needs
BehaviouralData
Understandactions in context
Pick up on explicit
or implicit cues
about their needs
VS
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Customer has a need that
Marketing can address. Reach out to customer
now!
Traditional Insights
Knowing who the customer is,
including motivations, pain
points, and journey
BehaviouralData
Knowing a customer’s
behaviour and / or the customer’s current context
But the end goal is the same
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P R O S V S C O N S
o Many distinct inputs allow marketers to understand the customer’s true needs
o Can be used to make insight-based decisionsas long as the inputs remain constant
PR
OS
o Customer needs can change, requiring occasional updating of insights
o ROI can be unclear or difficult to quantify
o Laborious to obtain / organize inputs
CO
NS
Traditional Insights
o Inputs are based largely on data from digital channels, which are increasingly used by consumers
o Does not necessarily require in-depth customer knowledge, hence once initial setup is complete, insights can be obtained quickly and efficiently
Behavioural Data
o Substantial start-up costs that can include new specialized hires and software investments
o Potentially difficult to integrate into more traditional marketing departments
o Not everything is knowable through observing behavior in the moment (e.g., underlying motivations, concerns, thoughts).
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E A C H A P P R O A C H H A S I T S O W N T O O L S A N D M E T H O D S
Traditional Insightso Buyer personaso Focus groupso Surveyso Customer Relationship
Managemento Customer Journey
Mapping
Behavioural Datao Clickstreamso Browsing behaviouro Contextual Cues
(e.g., location)o Next-Best-Actiono A/B testing
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What is right for you?
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I S Y O U R C O M P A N Y P R I M A R I L Y …
B2B marketing typically has a complex
and lengthier sales process, with fewer customers
than B2C marketing. These features lend themselves well to
traditional insights tools.
B2C marketing typically produces a great deal of customer data, the cornerstone of
the behavioural data approach.
B2B—
B2C—
Hybrid ApproachBehavioural
DataTraditional
Insights
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A complex sale may be harder to understand from a simple data point of view. There may be decision-makers, influencers and champions involved. Some of the key decision-making activities may be non-trackable such as a project team meeting in a B2B sale. Traditional tools such as buyer personas and buyer journey maps may offer the best way to tease out the complexity of the sales process.
A transactional sale typically provides many data points, and can rely on e-commerce. You will be able to track
people’s movement online to anticipate their needs. Tools such as following clickstreams, testing different digital
properties (e.g., through A/B testing) and using automated marketing procedures will allow you to
continuously optimize to the customer’s needs.
Complex Transactional
I S Y O U R S A L E P R O C E S S …
BehaviouralData
Traditional Insights Hybrid Approach
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D O E S Y O U R P R O D U C T S E R V E …
Niche markets provide the opportunity to really get to know the customer. A tight, well-defined and unique segment will appreciate that you know and can anticipate their needs.
If almost everyone is interested in your product or service, it might be difficult to deeply know the customer.
Instead, looking for telltale signs that a consumer is searching for your product can be achieved through a
behavioural data approach.
A niche market—
A mass market—
Hybrid ApproachBehavioural
DataTraditional
Insights
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I S Y O U R S A L E S C Y C L E …
B2B marketing typically has a complex and lengthier sales process, with fewer customers than B2C marketing. These features lend themselves well to traditional insights tools.
Because your customers’ behaviour might change at the drop of a hat (or with the
introduction of some new technology), the behavioural data approach can help you to
track customer changes almost in real time. Website analytics will tell you what parts of your
website are addressing customer needs, and can help to identify where on the path to
purchase your customer might be.
Predictable and knowable—
Sometimes or frequently changing—
BehaviouralData
Traditional Insights Hybrid Approach
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For one reason or another, your business does not generate rich amounts of data. That’s OK! Traditional insights tools help you to use the customer insights data that is available, as well as empowering you to go out and collect customer data to inform your marketing (e.g., through conducting focus groups).
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As the name implies, the behavioural data approach will work for you because your
customers are leaving behavioural traces that you can track. Their behaviour is telling you what their in-the-moment need is, so make
sure you are listening.
Low levels of customer data—
A great deal of customer data—
D O E S Y O U R B U S I N E S S G E N E R A T E …
Hybrid ApproachBehavioural
DataTraditional
Insights
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D O YO U H AV E A H I G H D E G R E E O F A C C E S S T O YO U R C U S T O M E R D ATA A N D I N S I G H T S ?
Marketers can often generate traditional insights themselves, with their own budget. If access to customer data is limited, create it by putting together a survey, or focus group, for example.
Your organization is either small enough and connected, or has made great strides in making
all customer data accessible across the
organization.
No—
Yes—
BehaviouralData
Traditional Insights Hybrid Approach
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D O E S T H E M A J O R I T Y O F Y O U R S A L E H A P P E N …
Traditional insights can track your customers’ needs regardless of where the sale happens. Do buyers decide over lunches and handshakes? Traditional insights can help discover the buyer’s concerns at each step of the way (e.g., buyer journey maps).
The behavioural data approach is largely built through observing what your customers do in an online, connected,
and omnichannel world.
Offline—
Online—
Hybrid ApproachBehavioural
DataTraditional
Insights
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When your brand is reaching customers through direct channels, you have the opportunity to gain valuable first-hand insights from the people who interact with your customers — your sales team. For example, an ethnography can provide insight into what needs your brand is (and is not) addressing.
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Having a direct line to your customer will make
implementing the behavioural data approach
much more successful because you will be able
to more clearly observe and understand their
behaviour.
A human sales force—
A direct channel—
D O Y O U R E A C H Y O U R C U S T O M E R S T H R O U G H …
BehaviouralData
Hybrid ApproachTraditional Insights
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I S YO U R C U S T O M E R V I S I B I L I T Y …
Traditional insights can uniquely reveal the unknown. When a customer journey is occurring within a prospect organization, for example, traditional insights are the most effective way to learn when to reach out to different key influencers.
You are very clear on who your customer is, which means that you know exactly whose
behaviour to watch for. As your digital capabilities grow, you will strive towards a one-
to-one relationship with each customer, identifying who they are more and more quickly.
Hidden—
Indentifiable—
Hybrid ApproachBehavioural
DataTraditional
Insights
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B E H AV I O U RA L D ATA E X A M P L E
Amazon recommendations can be based purely on behavioural data like browsing history.
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B U T T RA D I T I O N A L I N S I G H T S A R E V I TA L F O R C E RTA I N L I N E S O F B U S I N E S S
Telus used personas based on traditional insights to plan their B2B content strategy.
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E X P E D I A U S E S B O T H T RA D I T I O N A L I N S I G H T S …
Traditional insights (based on industry knowledge) reveal that travellers are especially open to future travel right after returning from vacation.
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… A N D B E H AV I O U RA L D ATA
Based on last year’s trip planning, Expedia bets that the customer may be planning the same trip again.
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Expedia goes beyond basic behavioural data
gathering to store consumer behaviour over long periods of time.
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By using a hybrid approach,
Expedia maximizes customer data.
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o Deeply understand customer by creating customer personas and buyer journey maps.
o Design specific assets for particular points on the customer journey.
o Use data when possible, to test whether traditional insights hold true.
o Build on data collection to the customer journey.
o Data-driven journeys mean marketers must coordinate with other departments (e.g., IT) within the organization.
o Testing is “real-time.” Marketers can learn whether messages are addressing customer needs through a continuous process.
o Planning moves away from traditional campaign cycles, and towards an in-the-moment view of the customer.
Traditional Insights Approach Behavioural Data Approach
o If your hybrid model is a transition from traditional insights to a behaviour based approach, build towards a hybrid model slowly, but surely. Start small before rolling out a true hybrid model across each campaign or project.
o If staying with a hybrid approach, clearly identify what parts of the customer journey rely on traditional vs. behaviour-based insights.
Hybrid Approach
M A X I M I Z E YO U R E F F E C T I V E N E S S , R E G A R D L E S S O F A P P R O A C H
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