Marketing Optimization - Alteryx & Forrester Research

Customer Analytics in the age of always on consumer. Rob Brosnan from Forrester Research and Paul Ross from Alteryx discuss driving Marketing Optimization with Alteryx

Transcript

1. 1 © 2012 Alteryx, Inc. Confidential. Finding Value From Marketing Analytics Customer Analytics in the Time of the Always on Consumer
2. 2 © 2012 Alteryx, Inc. Confidential. Meet Your Presenters Paul Ross has 14 years of experience in enterprise and cloud software, including management positions at Business Objects and Microsoft. He is Vice President of Product and Industry Marketing at Alteryx. In this role his primary goal is to support the Alteryx field discover, support and delivery high value strategic analytics projects Rob Brosnan is a Senior Analyst at Forrester and serves Customer Intelligence Professionals. His research agenda focuses on enterprise marketing technologies, marketing automation, campaign management, database marketing strategies, customer analytics, and technologies that make customer insight operational.
3. 3 © 2012 Alteryx, Inc. Confidential. Agenda Answering the Big Questions Finding Value in the hype The Virtual Analyst Briefing Changing Reality for Customer Intelligence Getting to the Value of Customer Data Strategic Analytics for Marketing Success
4. © 2010 Forrester Research, Inc. Reproduction Prohibited 4
5. © 2010 Forrester Research, Inc. Reproduction Prohibited 5 © 2009 Forrester Research, Inc. Reproduction Prohibited Find the Value with Marketing Analytics Rob Brosnan, Senior Analyst @brosnaro August 23, 2012
6. © 2010 Forrester Research, Inc. Reproduction Prohibited 6 Customer knowledge drives competitive advantage
7. © 2010 Forrester Research, Inc. Reproduction Prohibited 7 Increasing resolution leads to a data deluge
8. © 2010 Forrester Research, Inc. Reproduction Prohibited 8 © 2009 Forrester Research, Inc. Reproduction Prohibited Consumer Trends
9. © 2010 Forrester Research, Inc. Reproduction Prohibited 9
10. © 2010 Forrester Research, Inc. Reproduction Prohibited 10 Customers are increasingly always-addressable Source: North American Technographics® Online Benchmark Recontact Survey, Q3, 2011 (US, Canada)
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12. © 2010 Forrester Research, Inc. Reproduction Prohibited 12 The expanding universe of customer interactions Source: March 11, 2011, “Welcome To The Era Of Agile Commerce” Forrester report
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16. © 2010 Forrester Research, Inc. Reproduction Prohibited 16 Data creates a catch-22: progress and paralysis
17. © 2010 Forrester Research, Inc. Reproduction Prohibited 17 Analytics serves the customer life cycle, but few prioritize it beyond acquisition
18. © 2010 Forrester Research, Inc. Reproduction Prohibited 18 Firms are moving to predictive and real-time optimization to meet the engagement challenge
19. © 2010 Forrester Research, Inc. Reproduction Prohibited 19 © 2009 Forrester Research, Inc. Reproduction Prohibited Getting Started
20. 20 © 2012 Alteryx, Inc. Confidential. If the funnel is dead and the loop is reality, how do we establish analytics that actually provide insight?
21. 21 © 2012 Alteryx, Inc. Confidential. What is the biggest barrier to getting better marketing outcomes from customer data?
22. 22 © 2012 Alteryx, Inc. Confidential. Big Data, Big Value? Finding the Customer in the Hype
23. 23 © 2012 Alteryx, Inc. Confidential. Back to the Future: Business Decision Makers Cannot Make The Right Decisions Due to Data & Analysis Issues Un-Structured Content Cloud Data “I just want to understand what we should be doing….”
24. 24 © 2012 Alteryx, Inc. Confidential. Making Social Media Data Worth it Integrate Analyze Share
25. 25 © 2012 Alteryx, Inc. Confidential. Key Requirements: • Unify multi-channel and multi-touch customer data • Tie activity to real results, especially social media and sales • Optimize localized marketing investments across channels • Reduce time to respond and execute optimized client campaigns Ansira, Leading Engagement Marketing Agency Unifies Social Media and POS Data to Drive Real ROI for Marketing Spend “With Alteryx, we’re able to use a single platform to offer our customers strategic insight that cuts through the massive amounts of data available to provide what matters most – clear, actionable insights into what delivers bottom-line results from today’s highly fragmented, individualized marketing mix” Michael Harrison, EVP and chief strategy officer, Ansira • Unification of cross channel and client data • Single workflow for gathering data and producing analysis • Hyper-local investment strategies for clients
26. 26 © 2012 Alteryx, Inc. Confidential. We Still Need to Solve Our Core Challenge of Engaging The Right Customers in the Right Ways
27. 27 © 2012 Alteryx, Inc. Confidential. Key Requirements: • Unify customer data across multiple sources • Improve direct mail campaign execution and results • Maximize revenue generation from catalogue business • Enhance ROI from mailings Southern States Cooperative Continues Success With Increased Campaign Response and Revenue “My number one responsibility is to make sure we understand our customers’ needs and wants, I use Alteryx every single day to do just that ” Greg Bucko, Manager of Customer Insights. • Customer focused analytics improve response rates by 63% • More targeted mailings improving gross margin for each campaign • Extending insights to full range of customer channels including retail
28. 28 © 2012 Alteryx, Inc. Confidential. Driving Strategic Analytics for Marketing Success The Virtual Analyst Briefing
29. 29 © 2012 Alteryx, Inc. Confidential. Enhance Data & Add context Predictive Analytics Access and Integrate Customer and Marketing Data Iterative Big Data Analytics Requirements
30. 30 © 2012 Alteryx, Inc. Confidential. One Solution & Workflow For Big Data Business Value Integrate any data source Integrate Rapid development of sophisticated analytics with unique spatial understanding Strategic Analytic applications in the hands of business decision makers Un-Structured Content Cloud Data Enrich Packaged Market & Customer Data Analyze Share Enhance 3rd Party Tools Full Spectrum of Enterprise Data
31. 31 © 2012 Alteryx, Inc. Confidential. Demonstration The Alteryx Solution
32. 32 © 2012 Alteryx, Inc. Confidential. In Conclusion
33. © 2010 Forrester Research, Inc. Reproduction Prohibited 33 Build a framework for the data life cycle
34. © 2010 Forrester Research, Inc. Reproduction Prohibited 34 Align analytics with your customers’ journeys  Conduct a customer journey mapping session.  Identify your data and measurement needs at key touch points  Evaluate opportunities to automate the analytics  Create a roadmap for your technology and systems integration needs.  Prove ROI in high-value segments and real-time interactions.
35. 35 © 2012 Alteryx, Inc. Confidential. Conclusion Answering the Big Questions Finding Value in the hype The Alteryx Solution Changing Reality for Customer Intelligence The Value Is in Getting the Right Data, Now Strategic Analytics for Marketing Success
36. © 2009 Forrester Research, Inc. Reproduction Prohibited Thank you Rob Brosnan 212.857.0734 rbrosnan@forrester.co m @brosnaro www.forrester.com blogs.forrester.com/customer_intelligence
37. 37 © 2012 Alteryx, Inc. Confidential. www.alteryx.com/alteryx-trial-form What’s Next? Get Social & Try Alteryx @alteryx Get the Alteryx Trial
38. 38 © 2012 Alteryx, Inc. Confidential. Key Terms • Alteryx • Forrester • Strategic Analytics • Predictive Analytics • Social Media Analytics • Real-time optimization • Predictive Analytics • Marketing optimization • Big Data • Big Data Analytics • Social data • Unstructured data • Humanizing Big Data • Analytics Platform • Unstructured Data • Paul Ross, Alteryx • Rob Brosnan, Forrester • Michael Harrison, Ansira • Greg Bucko, SCP • Southern States Cooperative • Customer Intelligence • Marketing Funnel • Customer Insights