Using Data and Content to find the Ideal Customer

AGENDA Challenges facing marketers today Smart solutions Finding your ideal customer The intersection of data & contento Data & Technologyo Systemso Lifecycle Marketing Automationo Engaging Content

Summary Questions

CHALLENGES

Consumers have changedo Access to more content than ever beforeo Access to other consumerso Economy

We are looking at the wrong data

YESTERDAY vs. TODAY

DATA INSIGHT IMPACT

Knowing what data to gather

Quality of your content and what problems your customers are searching for

Knowing how to go from data insight impact

Big Data is the new natural

resource

SMART SOLUTIONS: BIG DATA

Big Data separates the winners from the losers.

FIND THE IDEAL CUSTOMER

Every brand has multiple interaction points that help create the customer experience.

THE CUSTOMER EXPERIENCE

DATA + CONTENT

Attracting customers + Big Data Knowing what content to write/produce

o Social mediao Bloggingo Video and YouTubeo Infographics

DATA + CONTENT

Data & Technology / CRM Converting Databases (i.e., Salesforce.com) Personalization

DATA + CONTENT

Systems SiteCore or Kentico Salesforce.com Right On Interactive

DATA + CONTENT

Lifecycle Marketing Automation “Use this, then use that” Use big data to create

automated triggers based on user behavior.

Develop specific follow-up actions prompted by customer behavior.

Source: The Mozy Blog. By James O’Brien. http://mozy.com/blog/small-business-tips/business-marketing-and-big-data-5-key-tips-for-bringing-them-together/

DATA + CONTENT

Engaging Content It’s so easy to hit “delete” Are your customers and

prospective customers interacting with your brand?

Source: Hubspot. Marta Kagan. http://blog.hubspot.com/blog/tabid/6307/bid/11414/12-Mind-Blowing-Statistics-Every-Marketer-Should-Know.aspx

IN SUMMARY…

DATA INSIGHT IMPACT

1. Identify ideal customer2. Relevant content3. Embrace technology

QUESTIONS?

Gary GalvinPresident, Galvin Technologiesgarygalvin@galvintech.com

@gary_galvin

Andy ClarkVP, Business Development, Right On Interactiveaclark@rightoninteractive.com

@clarkao