Red Dot Innovation on Customer Insights Wrap up
Whoever you are, a customer insights manager, a sales representative, a business strategist, a marketer or even a HR executive, you are facing an increasing volume of data nowadays. Everyone talks about data intelligence and developing strategies from analysis and insights, but how to really put foot on the ground and adopt the most suitable data approach for your own organization? During the latest Red Dot Innovation meet up in Singapore, November 14, Thursday, several customer insight experts have shared about leveraging data effectively and smartly, in today’s fast moving digital sphere.
, Senior Analytics Consultant from Tableau Software, highlighted the importance of identifying a data centric, customer centric strategy. There are thousands of marketing and sales tools available, of course you could not have them all. The route goes back to your specific target audience and KPIs: who are you selling your product/service to? What data you are collecting from them? How do you want to collect? And what goal would you want to achieve by analysing these data? By listing down the questions and as many detailed answers as possible, you will have a clearer roadmap about what software to ride on for each funnel.
Mrinal has openly shared the core data pipeline of Tableau, who uses Drupal, Eloqua, Salesforce and SQL Server for content, marketing automation, customer relationship and database management respectively. “We use Tableau for analysis, but we also know we could not use Tableau for all things,” said Mrinal, “the key is using the right tool for the right function.” Pavel Bulowski
is the co-founder of Meiro, a data analytics software company focusing on solving the problem of how ineffectively organizations managed and activate data of their customers. Pavel suggests that with an excessive amount of data analytical tools and services in the market, many companies are finding “technology as a problem” instead of taking the leisure from it. A survey conducted by CrowdFlower
found that IT teams spend 60% of their time on data preparation, and 57% said data preparation is the “least enjoyable part” of their jobs. Therefore, businesses should choose their customer data platforms (CDPs) and technology partners wisely.
According to Pavel, these are the six technologies that marketers should pay attention to in 2018: mobile marketing analytics, cross-device identification, multi-touch attribution, predictive analytics, artificial intelligence and customer data platforms.
Senior Data Analyst at Sparkline, Khairul Anwar
, shared how customer’s digital footprint is tracked among website visits and social media. Will you be surprised that after you browsed an online fashion store, its products popped up again in your Facebook feed? Marketers can play around with Click to Website ads and link ads, but most importantly, know how to personalise the rules in order to keep potential customer excited, not exhausted. Khairul has also presented some key metrics along a buyer’s journey, from acquisition, to evaluation, purchase and retention. If business leaders are looking at adopting a data strategy for marketing and sales, they may start from measuring against this framework and analysing results accordingly.
As the host of the quarterly Red Dot Innovation forum, Why-innovation! would like to thank all speakers for their insightful sharing, and also to PayPal for supporting the gathering with venue, facilities and food. We have thoroughly enjoyed the discussions with guests from all different industries and functions, together towards transforming into a more agile, more efficient generation. We look forward to meeting up again in the next event!