discovering your customers decision journey€¦ · the customer decision journey understanding every customers unique decision path is a Big Data challenge. Big Data Connects The

discovering your customers

decision journey

Property of Alight Analytics : Private & Confidential

1@MattHertig @AlightAnalytics

the customer decision journey

Customers today aren’t buying online or

offline – they are buying from a brand.

Every sales & marketing channel utilized in

a buying decision plays a role in shaping

the customers decision journey and brand

experience.

@MattHertig @AlightAnalyticsProperty of Alight Analytics : Private & Confidential

2

ResearchA

naly

ze

Co

nsid

er

Engage

Buy

Awareness

An

aly

ze

Co

nsid

er

Engage

Research

Generate Demand

Cu

sto

mer

Beh

avio

r K

no

wle

dg

e

Phase of Decision Journey

Persuade Convert Build Loyalty

the customer decision journey

understanding every

customers unique decision

path is a Big Data

challenge

Big Data Connects The Journey

Awareness Research

Analyze

Consider Engage Buy

@MattHertig @AlightAnalytics5


implementing a big data strategy

for sales & marketing


6@MattHertig @AlightAnalytics

why sales & marketing fails in using big data

Fragmented reporting approach and data

silos lead to manual integration processes

resulting in loss of historical intelligence

and lack of holistic decision making

strategy based on performance.

Customer Segments and Markets are

identified to grow market share, meet

retention targets, and grow the customer

base.

Internal Customer

Data Warehouse

? ? ?

Fragmented execution approach to

investing in various online and offline sales

& marketing channels


7

big data analytics framework

Busin

ess V

alu

e

Attribute

Performance

of all sales &

marketing channel

investments to

understand true

channel value in order

to more effectively

target spend

Holistic

Understanding

of performance &

influence of

marketing on sales

through a defined

and integrated

dashboard

strategy

Holistic

Process

to track all investment

activity across all

sales & marketing

channels through a

cross-channel

tracking strategy

Forecast

Behavior

across all sales &

marketing channels

based on a defined

and repeatable

modeling

strategy


8

centralized big data performance warehouse

TV Radio Print OOH

Banner

AdDirect

Mail

Organic &

Paid

SearchEmail

Mail

Mobile

& Apps

Facebook,

YouTube,

Twitter

Web &

Phone

Sales

Web &

Phone

Leads

Marketing Attribution Sources

Sales & Marketing Channel Data Sources

Website

Brand

Health

Monitoring

WeatherCompetitor

Media

Spend

Market

Share

Product

Pricing

Sales

TerritoriesRebate

Coupon

Activity

In-Store

Sales

Local

Search

Marketing

Media

Ratings

Qualitative

SurveysAffiliate

Online

Sales

Call Center

Statistics


9

big data performance analytics strategy

The most effective Marketing Channels are

used to support Customer Segmentation

and Segment Market Strategies based on

performance and strategy alignment

through an automated and scalable data

platform

Customer Segments and Markets are

identified to grow market share, meet

retention targets, and grow the customer

base.

Internal Customer

Data Warehouse

Shared performance

intelligence

Integrated investor-driven approach to

marketing channel investments

Attribution

Modeling

Google

Analytics

@MattHertig @AlightAnalytics

Big Data Performance

Data Warehouse

Integrated approach using targeting &

predicting strategies to maximize ROI


10

holistic performance dashboards

• In order for data to become an asset to

organization, it must tell a story

• Dashboard design is critical to

delivering the right information to the

right stakeholder

• Holistic performance dashboards must

tell the entire marketing performance

story and facilitate deeper, more

insightful questions powered by the

performance data warehouse


11

• Four different methodologies to delivering a

data-driven attribution strategy:

•Omni-Channel Attribution

•Multi-Device Attribution

•Multi-Channel Attribution

•Campaign Performance Attribution

Data-Driven

Attribution

Omni-Channel

Attribution

Multi-Device Attribution

Campaign Performance Attribution

Multi-Channel

Attribution

attribution modeling to drive results


12

Connect all marketing channel data sources for actionable

insights:

• See customer demand performance across regions, products and

campaigns

• Compare conversion rates between different stages of the marketing

funnel and customer journey

• View performance by leads, opportunities, ROI and overall revenue

big data analytics value

What is the benefit of a big data strategy?

• Understand how your customers behave and why

• Gain insight on every dollar invested in sales & marketing

• Deliver more effective and integrated strategies


13

keys to success

PROCESS

+ +PLATFORM PEOPLE

In order to understand your customers decision journey, you must bring all of these

elements together in order to take advantage of the incredible intelligence

opportunity that big data gives all of us


14

Q & A


15

Documents

discovering your customers decision journey€¦ · the customer decision journey understanding every customers unique decision path is a Big Data challenge. Big Data Connects The