Christopher Penn - Build a Data-Driven Customer Journey
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The document discusses the importance of becoming a data-driven organization to enhance customer journeys in marketing. It emphasizes understanding customer experiences, utilizing appropriate technology, and making data-first decisions to address issues like unfocused marketing and staff burnout. Additionally, it provides a framework for measuring customer value and discusses the proper order of deploying marketing technology tools.
Christopher Penn - Build a Data-Driven Customer Journey
- 1. #INBOUND16 BUILD A DATA-DRIVEN CUSTOMER JOURNEY Christopher S. Penn @cspenn | cspenn.com @shiftcomm | shiftcomm.com
- 2. #INBOUND16 Build a Data-Driven Customer Journey 2 @shiftcomm @cspenn Shiftcomm.com Cspenn.com
- 3. #INBOUND16 The Good Old Days of Marketing
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- 8. #INBOUND16 On target to 72.9 million in 2016
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- 13. #INBOUND16 We can’t win by volume.
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- 16. #INBOUND16 Clients cutting back on training, sales employees, overhead – and agencies are overhead
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- 22. #INBOUND16 Become Data-Driven. Understand the journey. Understand the tech. Value your goals.
- 23. #INBOUND16 Become Data-Driven. Understand the journey. Understand the tech. Value your goals.
- 25. #INBOUND16 Which direction to go from Reno to San Diego?
- 27. #INBOUND16 This is your company driven by intuition
- 28. #INBOUND16 This is your company driven by data
- 29. #INBOUND16 Data- Resistant • Organization actively resists data Data-Aware • Organization is data-curious • Data stage Data-Guided • Organization begins to use data in production • Analysis stage Data-Savvy • Organization uses data in most production processes • Insight stage Data-Driven • Organization becomes data- first • Strategic stage Your Journey to the Data-Driven Company Copyright © 2016 SHIFT Communications | @shiftcomm | shiftcomm.com
- 31. #INBOUND16 Become Data-Driven. Understand the journey. Understand the tech. Value your goals.
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- 36. #INBOUND16 Funnels are for marketers at the expense of customers. Journeys are for customers at the expense of marketers.
- 38. #INBOUND16 Awareness Consideratio n Evaluation Purchase Ownership Evangelism Loyalty The Customer Experience: Buyer’s Journey Owner’s Journey @cspenn cspenn.com
- 39. #INBOUND16 Become Data-Driven. Understand the journey. Understand the tech. Value your goals.
- 40. #INBOUND16 WHAT ARE WE EVEN LOOKING AT?
- 41. #INBOUND16 WHAT ARE WE EVEN LOOKING AT?
- 43. #INBOUND16 Awareness Consideratio n Evaluation Purchase Ownership Evangelism Loyalty Map Tools to The Customer Experience: Buyer’s Journey Owner’s Journey @cspenn cspenn.com
- 44. #INBOUND16 Strategy • Why People • Who Process • What Technology • How Execution • When Measurement • Did it work? Proper Order of MarTech Stack Deployment
- 45. #INBOUND16 Google Tag Manager Google Analytics Google Optimize Google Data Studio Google AdWords Google Sheets BigQuery / Cloud SQL / MySQL The Google Analytics™ Ecosystem Copyright © 2016 Christopher S. Penn | @cspenn | christopherspenn.com All terms and product names are copyrighted to Google or respective entities.
- 46. #INBOUND16 Become Data-Driven. Understand the journey. Understand the tech. Value your goals.
- 47. #INBOUND16 CLTV – CAC =NCV
- 48. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV
- 49. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV NCV x SCR = NDV
- 50. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV NCV x SCR = NDV $90,000 x 0.25 = $22,500 = NDV
- 51. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV NCV x SCR = NDV $90,000 x 0.25 = $22,500 = NDV NDV x DCR = SQLV
- 52. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV NCV x SCR = NDV $90,000 x 0.25 = $22,500 = NDV NDV x DCR = SQLV $22,500 x 0.75 = $16,875 = SQLV
- 53. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV NCV x SCR = NDV $90,000 x 0.25 = $22,500 = NDV NDV x DCR = SQLV $22,500 x 0.75 = $16,875 = SQLV SQLV x QR = MQLV
- 54. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV NCV x SCR = NDV $90,000 x 0.25 = $22,500 = NDV NDV x DCR = SQLV $22,500 x 0.75 = $16,875 = SQLV SQLV x QR = MQLV $16,875 x 0.25 = $4,219 = MQLV
- 55. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV NCV x SCR = NDV $90,000 x 0.25 = $22,500 = NDV NDV x DCR = SQLV $22,500 x 0.75 = $16,875 = SQLV SQLV x QR = MQLV $16,875 x 0.25 = $4,219 = MQLV MQLV x PQR = PV
- 56. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV NCV x SCR = NDV $90,000 x 0.25 = $22,500 = NDV NDV x DCR = SQLV $22,500 x 0.75 = $16,875 = SQLV SQLV x QR = MQLV $16,875 x 0.25 = $4,219 = MQLV MQLV x PQR = PV $4,219 x 0.01 = $42 = PV
- 57. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV NCV x SCR = NDV $90,000 x 0.25 = $22,500 = NDV NDV x DCR = SQLV $22,500 x 0.75 = $16,875 = SQLV SQLV x QR = MQLV $16,875 x 0.25 = $4,219 = MQLV MQLV x PQR = PV $4,219 x 0.01 = $42 = PV
- 58. #INBOUND16 CLTV – CAC =NCV $100,000 – $10,000 = $90,000 = NCV NCV x SCR = NDV $90,000 x 0.25 = $22,500 = NDV NDV x DCR = SQLV $22,500 x 0.75 = $16,875 = SQLV SQLV x QR = MQLV $16,875 x 0.25 = $4,219 = MQLV MQLV x PQR = PV $4,219 x 0.01 = $42 = PV
- 59. #INBOUND16 Become Data-Driven. Understand the journey. Understand the tech. Value your goals.
- 60. #INBOUND16 Build a Data-Driven Buyer's Journey 60
- 61. #INBOUND1661 Build a Data-Driven Buyer's Journey
- 62. #INBOUND1662 Build a Data-Driven Buyer's Journey
- 63. #INBOUND1663 Build a Data-Driven Buyer's Journey
- 64. #INBOUND1664 Build a Data-Driven Buyer's Journey
- 65. #INBOUND1665 Build a Data-Driven Buyer's Journey
- 66. #INBOUND1666 Build a Data-Driven Buyer's Journey
- 67. #INBOUND16 Build a Data-Driven Buyer's Journey
- 68. #INBOUND16 How to get to the future
- 69. #INBOUND16 Become Data-Driven. Understand the journey. Understand the tech. Value your goals.
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- 74. #INBOUND16 For a complete writeup of the customer journey process as a free eBook, visit: WhereCanIGetTheSlides.com Now would be a great time to take a picture with your phone.
- 75. #INBOUND16 Build a Data-Driven Customer Journey 75 @shiftcomm @cspenn Shiftcomm.com Cspenn.com