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

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   © 2012 Alteryx, Inc. Confidential.
   Finding Value From Marketing
   Analytics
   Customer Analytics in the Time of the Always
   on Consumer
   

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   © 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.
   

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   © 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
   

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   Find the Value with Marketing Analytics
   Rob Brosnan, Senior Analyst
   @brosnaro
   August 23, 2012
   

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   Customer knowledge drives competitive advantage
   

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   Increasing resolution leads to a data deluge
   

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   Consumer Trends
   

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    Customers are increasingly always-addressable
    Source: North American Technographics® Online Benchmark Recontact Survey, Q3, 2011 (US, Canada)
    

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    The expanding universe of customer interactions
    Source: March 11, 2011, “Welcome To The Era Of Agile Commerce” Forrester report
    

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    Data creates a catch-22: progress and paralysis
    

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    Analytics serves the customer life cycle, but few
    prioritize it beyond acquisition
    

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    Firms are moving to predictive and real-time
    optimization to meet the engagement challenge
    

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    Getting Started
    

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    © 2012 Alteryx, Inc. Confidential.
    If the funnel is dead
    and the loop is reality,
    how do we establish
    analytics that actually
    provide insight?
    

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    © 2012 Alteryx, Inc. Confidential.
    What is the biggest
    barrier to getting better
    marketing outcomes
    from customer data?
    

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    © 2012 Alteryx, Inc. Confidential.
    Big Data, Big Value?
    Finding the Customer in the Hype
    

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    © 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….”
    

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    © 2012 Alteryx, Inc. Confidential.
    Making Social Media Data Worth it
    Integrate
    Analyze
    Share
    

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    © 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
    

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    © 2012 Alteryx, Inc. Confidential.
    We Still Need to Solve Our Core Challenge of Engaging
    The Right Customers in the Right Ways
    

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    © 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
    

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    © 2012 Alteryx, Inc. Confidential.
    Driving Strategic Analytics for
    Marketing Success
    The Virtual Analyst Briefing
    

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    © 2012 Alteryx, Inc. Confidential.
    Enhance
    Data & Add
    context
    Predictive
    Analytics
    Access and Integrate
    Customer and Marketing
    Data
    Iterative Big Data Analytics Requirements
    

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    © 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
    

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    © 2012 Alteryx, Inc. Confidential.
    Demonstration
    The Alteryx Solution
    

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    © 2012 Alteryx, Inc. Confidential.
    In Conclusion
    

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    Build a framework for the data life cycle
    

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    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.
    

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    © 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
    

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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
    

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    © 2012 Alteryx, Inc. Confidential.
    www.alteryx.com/alteryx-trial-form
    What’s Next? Get Social & Try Alteryx
    @alteryx
    Get the Alteryx Trial
    

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    © 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
    

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