A presentation to Chartered Institute of Marketing members at the University of Wolverhampton. October 2019 covering 5 applications of data-driven marketing.

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Innovating Digital 2020:
Capturing and acting on customer insights
Dr Dave Chaffey – Smart Insights
Download slides from Slideshare.net/DaveChaffey and DaveChaffey.com – 2020 trends article

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Digital Marketing consultant, trainer and author
since 1997
Co-founder and content director of
SmartInsights.com - a marketing advice
community with > ½ million uniques/month.
Premium members in over 120 countries use our
planning guides, templates and online courses
to Plan, Manage and Optimize their digital
marketing.
About Dave Chaffey and Smart Insights

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Digital marketing | It’s all not about the martech

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Success depends upon…
People
Budget
& Insight
Process
& Tools

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Key digital marketing investment decisions
Content
Experience
Media
Messaging
Governance
Source: DaveChaffey.com - five key digital investment decisions

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Where to allocate your time and budget?
Investment type Key decision points
Governance,
management and
transformation
Goals – Analytics for Data-driven marketing, Strategy (Segmentation,
Targeting, Brand Positioning), integration, marketing and sales
alignment, resourcing, structure, marketing technology and data
Media Paid, owned, earned media i.e. Search, Social and Display ads
Experience Desktop / mobile website and apps. Customer service.
Messaging Email, Chat, Social media, on-site interactions and personalization
Content Product and blog content, PDF downloads, Interactive tools
Source: DaveChaffey.com - five key digital investment decisions

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About you. Q. Which marketing activity will most
INCREASE your commercial returns in 2020?
• 1. Digital governance
• 2. Digital media
• 3. Digital experiences
• 4. Digital messaging
• 5. Digital content

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Smart Insights Digital marketing trends article

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Governance
Q. Is your digital marketing strategy effective?

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How proactive are companies in their digital planning?
Source: Managing Marketing 2019 report

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RACE
planning
system
to
identify
growth
opportunities

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Why all businesses need to think omnichannel?
“Multichannel is an operational view – how you allow the customer to
complete transactions in each channel.
Omnichannel, however, is viewing the experience through the eyes of your
customer, orchestrating the customer experience across all channels so that it
is seamless, integrated, and consistent.
Omnichannel anticipates that customers may start in one channel and move
to another as they progress to a resolution. Making these complex ‘hand-
offs’ between channels must be fluid for the customer. Simply put, omni-
channel is multi-channel done right!”
John Bowden, Senior VP of Customer Care at Time Warner Cable

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Insights support strategy and plans
Business plan
Marketing plan
1-5 year roadmap
Digital
transformation plan
2-5 year roadmap
Annual digital or
multichannel plan
Implementation
plan – 90 day plans

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Insights-driven marketing
Source: The Insights-driven business: Forrester – Vision Critical

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Example listening community
Source: Vision Critical
The company launched the PRU for You (PFY)
community in July 2016 to allow greater
engagement with customers and to give them a
voice in developing new products and services. PFY
has 4,500 members: 88% are customers and 12%
are agents.

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Experiences
Q. Are your website / mobile apps effective?

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Technique : Goal set up in Google Analytics

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How many goals do you have?
Source: Google Demo account

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Example personas for B2B marketing
automation software
Mistake = Misusing Personas

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Mapping personas to lifecycle
Source: HubSpot Persona content mapping template download

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Persona details
Details need for an
effective persona:
• A. Characteristics
• B. Motivations and
Buyer behaviour
• C. Customer journey/
content mapping

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Mistake – Not
developing DVPs?
Audience use of
website and social >
Personas
Commercial goals >
Customer
engagement goals
> DVP
Branded
Content Marketing
Engagement Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital platform
tactics and tools
DVP = Digital Value Proposition
= Brand adding value to audiences
 Help me Buy! (Online OR offline)
 Help me Use products
 Help me do my job / live my life
 Help me develop / learn
 Make me look good (to colleagues or family)
 Entertain Me!
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Consumer DVP with clear outcomes

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Using VoC Exit-Intent surveys to inform CRO
• Q1 Why were you visiting?
• Q2 Were you successful?
• Q3 Rating / Reason?
• Q4 Explain your rating?
Tools include iPerceptions, Usabilla and Qualaroo

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Our experience = CRO works!
Test example from Convert.com
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Example of testing USPs/OVPs
• An A/B test that included USPs on the
homepage resulted in a 6.2% increase in new
visitor conversion rate and a 3.7% increase in
overall conversion rate.
• Following this, Eurostar created targeted
messaging for registered users to increase
the number of registrations on site to help
improve their customer insights.
• Generating significant double-digit increases
in conversions for new users

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How many structured experiments
does your business run each month?

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‘Hyperpersonalisation’
AI-based
merchandising
strategy
Source: Apptus

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Media
Q. Is your investment in paid, owned and earned media effective?

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Source: GroupM This Year Next Year report on $22 bn media investment

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Source: OfCom Adult media lives survey

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Source: Think with Google The Car-Buying Process: One Consumer's 900+ Digital Interactions

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SEO - dig deep with improved insights
Mine Google Analytics and
Google Search Console
HubSpot :
“Historical optimization”
Protect your top 10-100
landing pages
Optimize by
• Country
• Mobile
Searchmarketing

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Details of SEO visibility

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Capture audience
insights via
Google
Keyword
Planner
Source: Google Keyword Planner

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Capture audience
insights via
Facebook
Source: Facebook IQ : Audience Insights

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Capture audience
insights via
LinkedIn

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Reviewing your use of IRM
Source: Onalytica: Influencer marketing guide

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Messaging
Q. Is your use of lifecycle messaging effective?

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Source: Customer lifecycle guide
Customer lifecycle omnichannel touchpoint review –
filling gaps and optimisation needed!

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Customer lifecycle touchpoint review –
filling gaps and optimisation needed!
Source: Customer lifecycle guide

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Communications preferences
Source: DMA/Pure360

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B2C Email Optimization Example
Elisabeth Forsup –
Group Head of CRM
MyOptique
View example

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Example of content module test
Elisabeth Forsup –
Group Head of CRM
MyOptique
View example
B2BOptimisation

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B2B ‘Conversational marketing’ with
known individuals

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Content
Q. Are your investments in content marketing effective?

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Content marketing strategy
Source: Content marketing matrix

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Source: Scott Brinker, The 4th Wave of Content Marketing
Building in interactivity

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Quiz example

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Integrating Martech, data and insight
Download: http://bit.ly/smartdigitaltools

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Integrating Martech, data and insight
Download: http://bit.ly/smartdigitaltools

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Source: BDO, WARC and United Kingdom

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Source: BDO, WARC and United Kingdom

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GDPR = done? Are you ready for ePR?
The ePR focuses on the confidentiality of
users’ electronic communications. It will
also regulate activities such as:
• direct marketing,
• website audience measurement,
• the transmission of communications
across devices and browsers, and
• cookies set on users’ machines.
• According to ePR Recital 2, it intends
to “particularise and
complement” the provisions for
personal data laid down by the GDPR
by “translating its principles into
specific rules”.

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Have you reviewed your digital capability gap?
Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates

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Do you have the personal skills to compete?
Try our Free Skills Assessment: smartinsights.com/personalized-learning-plan

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Let’s Connect – Questions and discussion welcome!
https://www.linkedin.com/in/davechaffey
Download : www.slideshare.net/smart-insights