Consumer Insights | An Introduction
@LouJordano | CMO, Crimson Hexagon We live in an age of understanding
We understand We understand We understand more about more about more about our world each other ourselves
Lou Jordano | CMO, Crimson Hexagon, @LouJordano 2 ….so expectations have never been higherhigher..
Lou Jordano | CMO, Crimson Hexagon, @LouJordano 3 Each of your consumers now expects to be known as an individual
Lou Jordano | CMO, Crimson Hexagon, @LouJordano 4 But it can be difficult to have a complete understanding of your consumer…
Lou Jordano | CMO, Crimson Hexagon, @LouJordano 5 …there’s just so much information to process…
Petabytes of Limitless Trillions of enterprise-held volumes of social posts information public data
Lou Jordano | CMO, Crimson Hexagon, @LouJordano 6 …so many dots to connect across so many data sources.
TWITTER SEC.GOV CALL TRANSCRIPTS BLOOMBERG API INSTAGRAM
RATINGS & REVIEW DATA REDDIT FREE TEXT SUPPORT FIELDS IN TICKETS CRM SYSTEMS YAHOO FINANCE FACEBOOK
Lou Jordano | CMO, Crimson Hexagon, @LouJordano 7 Artificial intelligence can help
Lou Jordano | CMO, Crimson Hexagon, @LouJordano 8 NATURAL NEURAL DEEP LANGUAGE Foundational AI NETWORKS LEARNING PROCESSING technologies help you automatically NATURAL MACHINE IMAGE LANGUAGE LEARNING ANALYTICS process massive GENERATION volumes of VOICE TEXT VIDEO information ANALYTICS ANALYTICS ANALYTICS
Lou Jordano | CMO, Crimson Hexagon, @LouJordano 9 CONSUMER INSIGHTS
SOCIAL MEDIA ENTERPRISE-HELD • Twitter • Review data Use AI to discover • Facebook • Call transcripts • Reddit • Support tickets • Instagram • Free text fields in • Etc CRM systems consumer insights • Etc automatically from
multiple sources PUBLIC ONLINE • Sec.gov • Bloomberg API • Yahoo Finance • Etc
Lou Jordano | CMO, Crimson Hexagon, @LouJordano 10 … so you can have a more complete view of your consumer
Lou Jordano | CMO, Crimson Hexagon, @LouJordano 11 …and engage them as individuals at every step of their journey.
Lou Jordano | CMO, Crimson Hexagon, @LouJordano 12 Audience Analysis
Brand Analysis
Campaign Analysis
Competitive Intelligence
Industry / Trend Analysis
Lou Jordano | CMO, Crimson Hexagon, @LouJordano 13 Brand Analysis | Challenges
Difficulty monitoring Only a superficial Difficulty measuring fluctuations in brand understanding of sentiment and audience health and quickly public sentiment response to messaging identifying potential crises around the brand and campaigns
Lou Jordano | CMO, Crimson Hexagon, @LouJordano 14 Brand Analysis | Outcomes
Uncover key drivers of Monitor fluctuations in Identify what’s working conversation and topics brand health and identify and not working in influencing brand potential crises messaging and perception campaigns
Lou Jordano | CMO, Crimson Hexagon, @LouJordano 15 Brand Analysis | KPIs
% lift brand % lift % lift follower conversation lift in engagement competitive growth vs % lift in sales volume vs rate vs share of voice benchmark benchmark benchmark
Lou Jordano | CMO, Crimson Hexagon, @LouJordano 16 CUSTOMER CASE STUDY | Customer Care How General Motors Identifies Customer Care Issues
Problem: GM’s customer care team was wasting hours reading through irrelevant posts to find customer posts that they could take action on.
Solution: General Motors implemented Crimson Hexagon and trained its machine learning algorithm to identify relevant posts based on examples, not just keywords.
Result: Using Crimson, GM was able to nearly triple the relevance of posts identified for customer care.
Lou Jordano | CMO, Crimson Hexagon, @LouJordano 17 Welcome to the Age of the Customer
Source: Forrester Report “Winning In The Age Of The Customer”
© 2018 FORRESTER. REPRODUCTION PROHIBITED. 18 What is social media’s role in the Age of the Customer?
© 2018 FORRESTER. REPRODUCTION PROHIBITED. 19 Social media’s value is in people.
© 2018 FORRESTER. REPRODUCTION PROHIBITED. 20 And people have conversations.
© 2018 FORRESTER. REPRODUCTION PROHIBITED. 21 Smart brands listen to people talking on social media.
© 2018 FORRESTER. REPRODUCTION PROHIBITED. 22 Social intelligence puts humanity back in customer data crunching
© 2018 FORRESTER. REPRODUCTION PROHIBITED. 23 Social intelligence must become a foundational practice throughout the enterprise
Emotional data Companies Customers becomes the better serve volunteer even new currency. their customers. more information.
© 2018 FORRESTER. REPRODUCTION PROHIBITED. 24 Social data isn’t perfect
Doesn’t capture Varies in quality Skews towards all social users, and quantity by certain demographics much less 100% social network and behaviors of the population depending on the social network
© 2018 FORRESTER. REPRODUCTION PROHIBITED. 25 There are three types of social data
User Content Performance data data data
© 2018 FORRESTER. REPRODUCTION PROHIBITED. 26 Social data can be structured
Source: Forrester Report “The Future Of Social Intelligence Is In The Enterprise, Not Marketing”
© 2018 FORRESTER. REPRODUCTION PROHIBITED. 27 Or unstructured
Source: Forrester Report “The Future Of Social Intelligence Is In The Enterprise, Not Marketing”
© 2018 FORRESTER. REPRODUCTION PROHIBITED. 28 Social intelligence contributes to business success across the enterprise.
© 2018 FORRESTER. REPRODUCTION PROHIBITED. 29 Social intelligence serves many roles
Source: Forrester Report “Defining Social Intelligence”
© 2018 FORRESTER. REPRODUCTION PROHIBITED. 30 Use cases abound for using social intelligence
Source: Forrester’s Q4 2015 Global Enterprise Social Listening Platforms Customer Reference Phone/Online Survey
© 2018 FORRESTER. REPRODUCTION PROHIBITED. 31 You can achieve this if you don’t put social data in a silo.
© 2018 FORRESTER. REPRODUCTION PROHIBITED. 32 Companies know this, but they need help
Source: Forrester Report “The Future Of Social Intelligence Is In The Enterprise, Not Marketing”
© 2018 FORRESTER. REPRODUCTION PROHIBITED. 33 Social data typically is contained here
PR/ Corporate Marketing comms
SOCIAL DATA
Competitive Customer intelligence service
© 2018 FORRESTER. REPRODUCTION PROHIBITED. 34 Instead, companies should strive for this
Customer Customer Creative Operations insights experience planning
Sales / Lead PR/ Corporate Media Marketing generation comms planning
SOCIAL DATA
Research & Competitive Customer Data & development intelligence service analytics
Brand protection / Human Compliance eCommerce Risk resources management
© 2018 FORRESTER. REPRODUCTION PROHIBITED. 35 Social data must be combined with other data to paint a complete customer and company picture
SOCIAL DATA
Customer Research & Sales / Lead Media service development generation planning
Customer Market CRM Omni-channel service data research data data mktg data
• Call center • Focus groups • PII • Digital transcripts • Surveys • Shopper history • Email • Social customer • Customer • Search service records loyalty data • Broadcast • Email customer service records
© 2018 FORRESTER. REPRODUCTION PROHIBITED. 36 The Consumer Insights Maturity Model
BUSINESS TRANSFORMATION VOICE OF THE CONSUMER VOICE OF THE MARKET VOICE Additional data sources include: OF • Sales data Additional data sources include: SOCIAL • Full CRM data • Review data • Employee feedback Additional data sources include: • Call transcripts • Inventory • Sec.gov • Support tickets Initial data sources include: • Bloomberg API • Free text fields in CRMs • Owned, earned, and Additional use cases include: • Yahoo Finance paid social channels • Market strategy Additional use cases include: • • Operations Initial use cases include: Additional use cases include: Customer experience • Competitor intelligence • Product development • HR • Campaign planning • Industry analysis • New market identification and measurement • Audience analysis Core business value: • Brand analysis Core business value: • Streamline workflows Core business value: • Drive proactive experiences • Optimize supply chain Core business value: • Anticipate audience needs • Improve responsiveness • Improve planning • Gain share of voice • Pinpoint differentiation • Improve growth and • Refine engagement model • Personalize value prop retention (LTV) • More effective Marketing spend
Lou Jordano | CMO, Crimson Hexagon, @LouJordano 37 Crimson Hexagon
Lou Jordano | CMO, Crimson Hexagon, @LouJordano 38 THANK YOU!
Lou Jordano | CMO, Crimson Hexagon, @LouJordano 39