In search of the perfect customer journey
Thursday 23 April 2015 – HSBC, Manchester
WIFI: @DMA_UK @CIMInfo
To view Finlay Clark’s presentation please click here:
https://www.slideshare.net/secret/bEQNwOEhXCG1zg
Tool Overview Questions Link Notes
INSIGHTS
Google Think Insights Gateway to main insights siteWhat insights can I find about my
brand?http://www.thinkwithgoogle.com/insights/emea/
Google Trends
The evolution of Insights for Search, Trends lets you compare search volume patterns across specific
regions, categories and time frames. Now including YouTube!
How much consumer interest is there in my product and brand territory? How much consumer interest is there in my product
and brand territory?
http://www.google.com/trends/
Google consumer surveys
With Google Consumer Surveys, you choose your target audience, type
your question and watch the results roll in within hours. Get complete
results in days; not weeks
Whatever you want to ask! http://www.google.com/insights/consumersurveys/home
YouTube AnalyticsView detailed statistics about the videos you upload. Available to
anyone with a YouTube account.
What is the demographic profile of my audience? What do they think of my content? How are they discovering my content?
http://www.youtube.com/yt/advertise/youtube-analytics.html
Log in > my channel > videos
> analytics
Trends for MarketersExamines the relationships between
Google searches made in the same 30 minute browser session.
How has my marketing campaign affected user behaviour on the
web? What is my current market position relative to competitors?
What attributes do consumers associate with my brand?
www.google.com/trends/marketOnly available to
Whitelisted agencies
Consumer BarometerFree research tool that quantifies the
role of online in the consumer journey from research to purchase.
How do consumers use the internet to research and purchase
different products?http://www.consumerbarometer.eu/
Google+ Ripples
Google+ Ripples creates an interactive graphic of the public
shares of any public post or URL on Google+ to show you how it has
rippled through the network and help you discover new and interesting
people to follow.
Who has publicly shred my post or URL? How was this shared over
time?
Google Tools
Tool Overview Questions Link Notes
MOBILE SPECIFIC
GetMo A range of mobile resources.Is my brand set up for
mobile? How do I get my brand set up for mobile?
http://www.howtogomo.com/en-gb/d/
Full Value of Mobile Calculator
Understand the full value of mobile foryour business.The
Full Value of Mobile Calculator provides a simple tool and benchmarks to help you estimate the value that
mobile drives for your business.
What value can I put on mobile conversions such as calls, apps, in-store, mobile site and cross-
device?
http://fvm.withgoogle.com/fvm/en/d/
Our mobile planetOur Mobile Planet provides
insights into smartphone usage and mobile attitudes.
How can I deepen my understanding of the
mobile consumer?http://www.ourmobileplanet.com/
Mobile PlaybookThe busy executive's guide to
everything mobile
How should my client approach the mobile
space?http://www.themobileplaybook.com/
ZEITGEISTS & REGULAR UPDATES
YouTube trendsA destination for daily insight
into the zeitgeist of the world's largest video site.
What videos have significantly increased
search volumes? Why are certain videos popular?
http://www.youtube.com/trendsdashboard
Google Blog Search
Search posts in 18+ languages on all blogs across Google's
continually updated blog index.
What do consumers think of my brand?
http://www.google.com/blogsearch
Google Alerts
Monitor a developing news story, keep current on a
competitor or industry, and get the latest feeds on
upcoming events.
What are the latest news and views on my brand?
http://www.google.com/alerts
What do you love?An aggregation of all things internet on a specific topic
http://www.wdyl.com/
YouTube 4@4am newsletter
A weekday email featuring each morning's trending
content, links to stories on the Trends site, and the top five most viewed and most
shared videos on youtube.com.
https://youtube-trends.appspot.com/
CREATIVE INSPIRATION
Doubleclick creative galleryA range of creative
executions from a broad variety of brands.
www.richmediagallery.com
Project Re-brief
Some of the world's most famous advertising
campaigns re-imagined for the digital world.
http://www.projectrebrief.com/
Creative Sandbox
A showcase of marketing campaigns that blend
creative genius with digital innovation. See cool stuff.
Learn how it was done.
http://www.google.com/think/creative-sandbox/
5 cool things blogA collection of the best recent digital creative
executions.http://fivecoolthings.blogspot.com/
Getting a bigger slice of the pie
Papa John’s customer journey
Eva Mowbray, Senior Manager – Marketing, Papa
John’s
@PapaJohnsUK
To view Eva Mowbray’s presentation please click here:
https://www.slideshare.net/secret/26sjdIVMZmmRvQ
Mapping the customer journey:
Turning theory into practice
Alan Gilmour, Head of Strategy, Cogent Elliott
Paul Hemingway, Head of Marketing Operations and
Digital, Police Mutual
@CogentElliott @alan_gilmour @Police_Mutualgp
HOW ARE TOP COMPANIES
RE-DESIGNING THEIR CUSTOMER
JOURNEYS TO COPE WITH THE
COMPLEXITIES OF AN INCREASINGLY
COMPLEX MULTI-CHANNEL WORLD?
18
A DEFINITION
‘’The customer journey is the sum of the
customer’s interactions with the brand designed
to deliver a brand affirming experience’’
AND CUSTOMER JOURNEYS MUST NOW
REFLECT INCREASINGLY COMPLEX
CUSTOMER BEHAVIOUR IN A MULTI
CHANNEL WORLD
LEARN TO WALK IN THE
CUSTOMER’S SHOES…
‘The biggest risk… is that you think
of the journey as a process… to
examine your customer journeys
you must do so from the outside in
and learn to walk in the customers
shoes’
BUILD THE JOURNEY AROUND
EMOTIONAL NEEDS
‘We are always
looking to find
ways to appeal to
the gut… so we set
out in our customer
journey to build an
emotional
connection’
LEAD FROM THE FRONT…
‘It is important
that those who
dictated and
built the process
get the chance
to view their
handiwork’
WHO’S IN CHARGE?
‘Businesses that
say the customer
experience
belongs to
everyone mean
that no one is
accountable….’
SOME OTHER THINGS TO CONSIDER…
Everything starts with the brand and the customer
Bust the silos and remove the friction
What gets measured gets done
Don’t forget your people
THANK YOU
© Cogent Elliott Limited
The content of this presentation is protected by copyright which belongs to Cogent Elliott Limited.
It must not be copied, disclosed or distributed to any third party without the prior consent of Cogent Elliott Limited.
www.cogent.co.uk
Cogent Elliott, Heath Farm, Hampton Lane, Meriden, West Midlands CV7 7LL Tel: 0121 627 5040
Cogent Elliott, 85 Tottenham Court Road. London W1T 4TQ Tel: 0207 268 3058
Junction Eleven, Unit 4, Wildmere Industrial Estate, Jugglers Close, Banbury, Oxfordshire OX16 3JU Tel: 01295 709 074
To read ‘Mapping the Customer Journey’ please click here:
https://www.slideshare.net/secret/6jvZK7FJxhcWR8
Panel discussion
Katy Sutton, International Commercial Manager, HSBC @HSBC_UK
Finlay Clark, Industry Head, Retail, Google @google
Eva Mowbray, Senior Manager – Marketing, Papa John’s @PapaJohnsUK
Alan Gilmour, Head of Strategy, Cogent Elliott @CogentElliott @alan_gilmour
Paul Hemingway, Head of Marketing Operations and Digital, Police Mutual @Police_Mutualgp
Jason Spencer, Business Development Director, ITV @ITV
@DMA_UK @CIMInfo