“analytics and big data and roi…oh my!” trendlab webinar

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