start turning data into actionable insights
TRANSCRIPT
Consumer Insights
Ciceron is one the oldest, privately-held digital agencies in the country, having been in business since 1995. Our longevity is a testament to our ability to deliver results for our clients through tumultuous change. Ciceron has remained consistent in producing measurable, sustainable, and extraordinary value for our clients. Your customers are consulting more sources than ever before making a purchase decision. Why? Because the information is out there. You need to capture this information and capitalize on it. We help you better understand your customers and their increasingly complex consideration process. Web analytics, social media monitoring, search activity, and online surveys all provide valuable data where real decisions can be made. From this data we create insights and these insights speed up product development, cut time to market, help your business keep its competitive edge and uncover real opportunities.
We Build Brand Advocacy Ciceron recognizes the extraordinary power of advocacy-based brand strategy in today’s socially connected, digital world. People who love your brand will introduce you to your new customers. Recommendations come from your advocates – a network of highly satisfied, passionate and connected customers who love your products and service.
It’s not a lack of data, but a lack of insights that prevents you from achieving your business goals. Did you know more than 70% of CMOs feel they lack true insights?�
IMB CMO Study, 2012
Sole property of Ciceron, Inc.
Corporate Overview
Advocacy: We connect you with your brand advocates, create programs and experiences to energize those advocates and convert advocate actions into insights, understanding, and most importantly, business results.
Digital Ecosystem
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BrandContent
Conversation
ConsumerInsights
BusinessObjectives
ExperiencesAdvocacy
Strategy
website
email architecture
branded communities
mobile
SEO / SEM
media
community management
influencer relationships
campaign integration
recognition program
reviews and stories
staff training
competitive positioning
industry positioning
target audiences
audience touchpoints
internal capabilities
key performance indicators
analytics
optimiz
atio
n insights
analytics
optimiz
atio
n insights
Ciceron Digital Ecosystem STRATEGY THAT INFORMS. EXPERIENCES THAT DELIVER. ADVOCACY THAT SCALES.
Strategy: We identify the opportunities that arise at the intersection of your business goals, your audience needs and your ability to meet those needs.
Experiences: We ensure your existing digital marketing programs are fully optimized, uncover opportunities to add value to your current experience, and set you on a course to achieve advocacy.
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The Setting: DATA The purpose of data is only to help you understand what happened.
The Plot: ANALYSIS Preliminary analysis should show you why certain key metrics or data points have deviated from expected results.
Character Development: INSIGHTS Insights extract the meaningful from the mundane. What is the impact on my customers? How is it impacting my business.
Recommendations: THE CONFLICT We can see conflict arise as a result of prioritizing tactics to address the issues identified. Conflicts must be resolved quickly to realize any benefit.
The Theme: KEY TAKEAWAYS Marrying recommendations with insights makes them actionable, and those key takeaways provide the moral of the story.
The Epilogue: OPTIMIZATION Taking action on the insights provided allows you to become a better marketer, a better business and a better storyteller.
The Ending: THE UNKNOWN The ending to your story is unknown. The success of your business will depend on how quickly you can anticipate and react to a constantly changing environment.
Finding the Story
EFFORT
50% You
50% Ciceron
30% You
70% Ciceron
10% You
90% Ciceron
25% You
75% Ciceron
• Understand and/or identify the business problem and potential impact of findings
• Form hypotheses to determine what questions need answering
Define Problem
• Gather existing data and information to identify gaps • Develop the research plan • Execute the plan to gather all data, research, and supporting info
Research
• Summarize findings • Answer research questions • Extract insights from data
Analyze
• Build a business case for opportunities and recommendations Identify Opportunity
The Ciceron Approach
Source: 2013 IBM Global C-suite Sudy
82% of CMOs feel they are underprepared to manage the data explosion and “lack true insights”
Top Challenges for CMOs Due to impact and underpreparedness
Data Explosion
Social Media Channel Growth
Demographic Shift
Turn Data into Consumer Insights
Source: 2012 IBM CEO Study
Research shows that when consumer insights are translated into action a company is
84% more likely to surpass
revenue and proNitability goals
38%
40%
43%
44%
49%
50%
Risk Management
Supply Chain
Human Resources
Market/Competitors
Sales
Operations
Customer Insights
CEOs Areas of Investments
73%
Turn Consumer Insights into Profit
Due to the nature of this work, we are unable to share specific client examples. However, below is a list of clients Ciceron has worked with to leverage Consumer Insights to guide their business decisions: • AgStar • Andersen Windows • Capella University • CSM Bakery Products • Delta Vacations • Feeding America • General Mills • Hollywood Fashion Secrets • Jostens • MakeMusic • Minnesota Twins • Radisson Blu Aqua • Security Life • Sonus • Tennant Company
Consumer Insights Clients
Ciceron Consumer Insights Services Include: ü Measurement, Analysis & Optimization (all channels)
ü Channel Performance Audits
ü Competitive & Industry Positioning
ü Marketing & Consumer Needs
ü Persona Development & Segmentation
ü ROI Modeling
ü Product Development & Innovation
ü New Business Intelligence & Guidance
ü Social Conversation & Sentiment Analysis
ü Social Listening (Brand, Competitors & Industry)
If you have a business problem or question, Ciceron will help you by using consumer insights and research to help you get the answers.
Contact Us Today [email protected] 612.204.1919
Start Turning Data into Actionable Insights