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Using Customer Data For Informed Marketing Decisions

Kaan Turnali

Technology is now driving the customer buying journey and collecting massive amounts of data in the process. Strategic data integration and mapping is key to making informed marketing decisions. Business intelligence expert Kaan Turnali helps us see the trees through the forest.

In my previous post, I discussed the vital role that data plays in marketing. In this post, I want to expand on why more data doesn’t necessarily guarantee insight or better-informed marketing decisions.

Just capturing and storing data will not get us datafar. Disconnected and fragmented data can’t paint a complete picture of the 360-degree customer profile or the end-to-end customer journey because different segments linger in a detached state or in isolated buckets.

There is no shortage of marketing data

The amount of both structured and unstructured data captured by organizations has been growing at incredible rates. Structured data deals with, for example, customer and transaction data while unstructured data may include, for example, data collected on the customer experience from social media that cannot be easily queried with traditional tools and technologies.

At the same time, new technologies such as cloud, mobile and in-memory continue to make it easier and more cost effective to capture and analyze these required data points. In some cases, these large data sets are quickly approaching big data territory—if we haven’t crossed into it already.

As a result, every day we are discovering new ways to reach or engage with our customers. On the flip side, there is a fundamental shift in the way consumers are using technology and how they are making buying decisions. Technology is a key driver for this shift. And data generated from these activities is feeding this storm. But how relevant or meaningful is the data we capture to the marketing questions we need to analyze?

Marketing data deluge can be overwhelming

All of these different data sources can be overwhelming, especially for organizations with limited resources. And at first, these data troves may all seem unrelated. But when harvested the right way, they offer invaluable opportunities whether we are talking about customer engagement or more personalized customer touch points.

In business intelligence or analytics, we refer to this as:

  • the right data,
  • for the right role,
  • at the right time.

The same concept applies to marketing—or customers for that matter. If we don’t promote:

  • the right product(s)
  • to the right customer(s)
  • on the right channel(s)

Then we may not only lose the opportunity but also annoy or frustrate our customers in the process.

Marketing data integration is critical

We need to integrate these different data sources by transforming them into cohesive and compatible building data blocks. We must also cleanse them (and in some cases complete them) to avoid the “garbage in, garbage out” syndrome.

Then we can study these integrated data sets with confidence. First, we want to sort through the noise in order to extract the relevant pieces. When we are done, the final step is to deliver actionable insight from these analyses that can be presented on mobile platforms with easy and simple user interfaces.

Integrated data and technology platforms are a prerequisite for enabling organizations to make faster, better-informed decisions. But remember, data and analytics don’t guarantee better decisions, only better-informed decisions (more on this in a future post).

Key takeaways

Set aside some time with your team and review your data map in conjunction with your short-term and long-term strategy to determine where the gaps are. Keep it simple and focus on delivering actionable insight.

Here are three quick considerations:

  1. Link to strategy: Always consider the link to your business and marketing strategy as you review your data portfolio. Everything we do must contribute to or complement our strategy. Identifying that link and validating its relevance are critical.
  1. Identify key data sources: This sounds simple, but you may be surprised how complicated or confusing it can get—even for those data sources, which you may take for granted. Which data sources are missing? How critical are they? What value do they provide?
  1. Narrow the list: Once you have the list as part of your data map that includes the underlying detail, begin to review each one. Assess:
  • Feasibility: Is it possible? Can you capture the data?
  • Resources: What’s needed? Do you have the right resources?
  • Timeline: How long will it take? Can you do it in a timely manner?

Bottom line

History is filled with examples of leaders making “bad” decisions even in light of ample amounts of data to support the decision making process. Ultimately, when the final decision lies with us (humans), we either choose to ignore the data or choose to use it in our decision making—assuming, of course, that it exists and we can trust it.

We need to use data to support our arguments instead of using arguments to support our data. And if designed and implemented effectively, robust data and analytics platforms can enable us to make faster, better-informed marketing decision at all levels of our organization. This, in turn, helps us drive growth and profitability.

As I always say: It starts and ends with leadership; our success depends on it more than any other piece. Technical or business know-how alone won’t guarantee a successful outcome; our team’s talent and passion will be the determining factor. And the right technology solutions will make it possible.

Connect with me on Twitter (@KaanTurnali) and LinkedIn.

Originally published on iAcquire.com and republished with permission.

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About Kaan Turnali

Kaan Turnali is the Global Senior Director, Enterprise Analytics, at SAP. He is responsible for the development, oversight, and execution of strategy for the BI platform across GCO’s worldwide user base of 25,000+ registered users.

Why 3D Printed Food Just Transformed Your Supply Chain

Hans Thalbauer

Numerous sectors are experimenting with 3D printing, which has the potential to disrupt many markets. One that’s already making progress is the food industry.

The U.S. Army hopes to use 3D printers to customize food for each soldier. NASA is exploring 3D printing of food in space. The technology could eventually even end hunger around the world.

What does that have to do with your supply chain? Quite a bit — because 3D printing does more than just revolutionize the production process. It also requires a complete realignment of the supply chain.

And the way 3D printing transforms the supply chain holds lessons for how organizations must reinvent themselves in the new era of the extended supply chain.

Supply chain spaghetti junction

The extended supply chain replaces the old linear chain with not just a network, but a network of networks. The need for this network of networks is being driven by four key factors: individualized products, the sharing economy, resource scarcity, and customer-centricity.

To understand these forces, imagine you operate a large restaurant chain, and you’re struggling to differentiate yourself against tough competition. You’ve decided you can stand out by delivering customized entrees. In fact, you’re going to leverage 3D printing to offer personalized pasta.

With 3D printing technology, you can make one-off pasta dishes on the fly. You can give customers a choice of ingredients (gluten-free!), flavors (salted caramel!), and shapes (Leaning Towers of Pisa!). You can offer the personalized pasta in your restaurants, in supermarkets, and on your ecommerce website.

You may think this initiative simply requires you to transform production. But that’s just the beginning. You also need to re-architect research and development, demand signals, asset management, logistics, partner management, and more.

First, you need to develop the matrix of ingredients, flavors, and shapes you’ll offer. As part of that effort, you’ll have to consider health and safety regulations.

Then, you need to shift some of your manufacturing directly into your kitchens. That will also affect packaging requirements. Logistics will change as well, because instead of full truckloads, you’ll be delivering more frequently, with more variety, and in smaller quantities.

Next, you need to perfect demand signals to anticipate which pasta variations in which quantities will come through which channels. You need to manage supply signals source more kinds of raw materials in closer to real time.

Last, the source of your signals will change. Some will continue to come from point of sale. But others, such as supplies replenishment and asset maintenance, can come direct from your 3D printers.

Four key ingredients of the extended supply chain

As with our pasta scenario, the drivers of the extended supply chain require transformation across business models and business processes. First, growing demand for individualized products calls for the same shifts in R&D, asset management, logistics, and more that 3D printed pasta requires.

Second, as with the personalized entrees, the sharing economy integrates a network of partners, from suppliers to equipment makers to outsourced manufacturing, all electronically and transparently interconnected, in real time and all the time.

Third, resource scarcity involves pressures not just on raw materials but also on full-time and contingent labor, with the necessary skills and flexibility to support new business models and processes.

And finally, for personalized pasta sellers and for your own business, it all comes down to customer-centricity. To compete in today’s business environment and to meet current and future customer expectations, all your operations must increasingly revolve around rapidly comprehending and responding to customer demand.

Want to learn more? Check out my recent video on digitalizing the extended supply chain.

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Hans Thalbauer

About Hans Thalbauer

Hans Thalbauer is the Senior Vice President, Extended Supply Chain, at SAP. He is responsible for the strategic direction and the Go-To-Market of solutions for Supply Chain, Logistics, Engineering/R&D, Manufacturing, Asset Management and Sustainability at SAP.

How to Create a Culture of Continuous Learning

Polly Traylor

The digital age has transformed every aspect of corporate processes, and corporate learning is no exception. We have mobile apps, social media, and online courses to help us achieve just-in-time learning when we identify a gap in knowledge at work or in our personal lives. Companies everywhere face the challenge of training and reskilling their workforces to keep pace with technological change, business disruption, and global competition.

Yet the traditional approach to learning, accomplished through classroom training, has been transitioning quickly to more cost-effective and real-time learning methods. This transition is crucial in enabling employees to learn new technologies at the rapid pace that vendors deliver them by, along with associated skills, such as data analysis.

Additionally, Millennials, the largest workforce demographic today, are demanding new methods for learning that center on social collaboration, video, and mobile apps. Corporate learning departments are determining how and where to blend face-to-face learning with digital learning methods.

Our experts discuss the trends and challenges ahead.

SAP_Learning-Isbell_QA_images2400x1600_1

qa_qHow is the digital world affecting corporate learning today?

Elliott Masie: We’ve seen a huge spike in the use of tracked online learning. Depending on the industry, as much as 70% of learning is now driven by compliance or regulatory experiences and as much as 90% of that is delivered digitally, either to a mobile phone or a desktop or through a live Webinar. If it’s skill building, such as how to delegate in a positive way as a leader, you’ll want a blended model where some content is delivered face-to-face. When you don’t have digital learning, the irony is you have a limited supply of learning and the supply goes to the people who need it the least – those who are really enthusiastic and proactive. Once you add a digital component to learning, the supply becomes limitless, available to talent across the organization.

Karie Willyerd: My daughter wanted to apply to the Centers for Disease Control for an internship, which required statistics knowledge. So she went to Khan Academy, took a few modules, and passed the test. It’s the idea that you can instantly get the training you need. I think the softer skills, such as leadership skills, will still require a classroom. But companies are getting increasingly virtual. There will be a very limited percentage of training that is done live in the future.

Bernd Welz: The general shelf life of knowledge is shortening with the increasing pace of digital transformation, so companies need a strategy to push knowledge and make sure that knowledge is always fresh. That’s where the digital learning platforms come into play. A manager will be able to say, ”Here’s a piece of knowledge that you really need.” With the learning management platform the manager can then very effectively dispatch the course to the employee and check later to see whether the learning was completed. Learning is much more real time and proactive.

qa_q

Digital learning often consists of short snippets of content, with a video or social element, rather than longer courses that take place over a day or two. Is there a danger to fly-by-night learning?

Jim Carroll: There’s always a phrase I use with Millennials, whether it’s about video games, how they ingest knowledge, or how they play sports: it’s not bad, it’s just different. The older generations tend to retain their values and understanding of what education is, but this generation has grown up in an entirely different world. Millennials think differently about what the world is and where they can get knowledge.

Willyerd: We need to connect with other people in our learning. In one of the studies we did for my book The 2020 Workplace, people said they don’t really like e-learning. We have to come up with ways to make e-learning more sociable.

qa_q

How can companies create an effective learning culture as they transform their learning organizations to digital and just-in-time learning?

SAP_Learning-Isbell_QA_images2400x1600_2Masie: Southwest Airlines has recognized that learning is continuous. Its goal is to launch its learning program and then include follow-ups and touchbacks for the learners rather than just teach in traditional classes.

Emirates, too, has figured out that digital is where the bulk of learning takes place. It has a culture of continuous learning whereby managers regularly talk to the people about what they’re learning or bump them to new or better learning activities or resources.

Carroll: Organizations are realizing that they need to deliver knowledge where it wasn’t required before, and the time they have to do it in is compressed. Organizations used to plan a year out for the changes that were going to occur in their industry. But business is speeding up to such a degree that all of a sudden we have to get ready now, because the change is going to have a big impact on us in the next three months.

qa_q

Are corporations doing enough to invest in learning transformation?

SAP_Learning-Isbell_QA_images2400x1600_3Willyerd: Eventually, people are going to realize ”Wow, we’ve got a real reskilling thing to do here!” When you look at how much the United States puts into training as a percentage of overall revenue, I think we are in 25th place or something ridiculous like that. But how did Korea go from where it was to being such a powerhouse? The government subsidized half of all training budgets for companies. I don’t think we’re going to go that far, but I can see it being a tax deduction or a tax incentive.

I know of a large hotel chain that implemented an online social collaboration space and began to use it for innovation ideas. It got people together from different brands who could share what they were doing. Before the collaboration space, the hotel chain didn’t have a way to do this effectively; now it can foster cross-brand innovation. Corporate leaders need to understand that learning does have a bottom-line benefit when there’s the right kind of investment in it.

Welz: In many industries, companies need to transform themselves, and knowledge is the key ingredient of a successful transformation. You need to know what the state of the art is, and you can only do that if you have a systematic approach to learning. You can’t just leave it to up to the employees hoping that they will read the right books or find the right training course on their own. The transformation is much less stressful if you can assure employees that they will get the knowledge they need to be successful.

Polly Traylor is a freelance writer who reports frequently about business and technology.

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About Polly Traylor

Polly S. Traylor writes about business, technology and healthcare from Denver, Colorado.

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Amazing Digital Marketing Trends And Tips To Expand Your Business In 2015

Sunny Popali

Amazing Digital Marketing Trends & Tips To Expand Your Business In 2015The fast-paced world of digital marketing is changing too quickly for most companies to adapt. But staying up to date with the latest industry trends is imperative for anyone involved with expanding a business.

Here are five trends that have shaped the industry this year and that will become more important as we move forward:

  1. Email marketing will need to become smarter

Whether you like it or not, email is the most ubiquitous tool online. Everyone has it, and utilizing it properly can push your marketing ahead of your rivals. Because business use of email is still very widespread, you need to get smarter about email marketing in order to fully realize your business’s marketing strategy. Luckily, there are a number of tools that can help you market more effectively, such as Mailchimp.

  1. Content marketing will become integrated and more valuable

Content is king, and it seems to be getting more important every day. Google and other search engines are focusing more on the content you create as the potential of the online world as marketing tool becomes apparent. Now there seems to be a push for current, relevant content that you can use for your services and promote your business.

Staying fresh with the content you provide is almost as important as ensuring high-quality content. Customers will pay more attention if your content is relevant and timely.

  1. Mobile assets and paid social media are more important than ever

It’s no secret that mobile is key to your marketing efforts. More mobile devices are sold and more people are reading content on mobile screens than ever before, so it is crucial to your overall strategy to have mobile marketing expertise on your team. London-based Abacus Marketing agrees that mobile marketing could overtake desktop website marketing in just a few years.

  1. Big Data for personalization plays a key role

Marketers are increasingly using Big Data to get their brand message out to the public in a more personalized format. One obvious example is Google Trend analysis, a highly useful tool that marketing experts use to obtain the latest on what is trending around the world. You can — and should — use it in your business marketing efforts. Big Data will also let you offer specific content to buyers who are more likely to look for certain items, for example, and offer personalized deals to specific groups of within your customer base. Other tools, which until recently were the stuff of science fiction, are also available that let you do things like use predictive analysis to score leads.

  1. Visual media matters

A picture really is worth a thousand words, as the saying goes, and nobody can deny the effectiveness of a well-designed infographic. In fact, some studies suggest that Millennials are particularly attracted to content with great visuals. Animated gifs and colorful bar graphs have even found their way into heavy-duty financial reports, so why not give them a try in your business marketing efforts?

A few more tips:

  • Always keep your content relevant and current to attract the attention of your target audience.
  • Always keep all your social media and public accounts fresh. Don’t use old content or outdated pictures in any public forum.
  • Your reviews are a proxy for your online reputation, so pay careful attention to them.
  • Much online content is being consumed on mobile now, so focus specifically on the design and usability of your mobile apps.
  • Online marketing is essentially geared towards getting more traffic onto your site. The more people visit, the better your chances of increasing sales.

Want more insight on how digital marketing is evolving? See Shutterstock Report: The Face Of Marketing Is Changing — And It Doesn’t Include Vince Vaughn.

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About Sunny Popali

Sunny Popali is SEO Director at www.tempocreative.com. Tempo Creative is a Phoenix inbound marketing company that has served over 700 clients since 2001. Tempos team specializes in digital and internet marketing services including web design, SEO, social media and strategy.

Social Media Matters: 6 Content And Social Media Trend Predictions For 2016 [INFOGRAPHIC]

Julie Ellis

As 2015 winds down, it’s time to look forward to 2016 and explore the social media and content marketing trends that will impact marketing strategies over the next 15 months or so.

Some of the upcoming trends simply indicate an intensification of current trends, however others indicate that there are new things that will have a big impact in 2016.

Take a look at a few trends that should definitely factor in your planning for 2016.

1. SEO will focus more on social media platforms and less on search engines

Clearly Google is going nowhere. In fact, in 2016 Google’s word will still essentially be law when it comes to search engine optimization.

However, in 2016 there will be some changes in SEO. Many of these changes will be due to the fact that users are increasingly searching for products and services directly from websites such as Facebook, Pinterest, and YouTube.

There are two reasons for this shift in customer habits:

  • Customers are relying more and more on customer comments, feedback, and reviews before making purchasing decisions. This means that they are most likely to search directly on platforms where they can find that information.
  • Customers who are seeking information about products and services feel that video- and image-based content is more trustworthy.

2. The need to optimize for mobile and touchscreens will intensify

Consumers are using their mobile devices and tablets for the following tasks at a sharply increasing rate:

  • Sending and receiving emails and messages
  • Making purchases
  • Researching products and services
  • Watching videos
  • Reading or writing reviews and comments
  • Obtaining driving directions and using navigation apps
  • Visiting news and entertainment websites
  • Using social media

Most marketers would be hard-pressed to look at this list and see any case for continuing to avoid mobile and touchscreen optimization. Yet, for some reason many companies still see mobile optimization as something that is nice to do, but not urgent.

This lack of a sense of urgency seemingly ignores the fact that more than 80% of the highest growing group of consumers indicate that it is highly important that retailers provide mobile apps that work well. According to the same study, nearly 90% of Millennials believe that there are a large number of websites that have not done a very good job of optimizing for mobile.

3. Content marketing will move to edgier social media platforms

Platforms such as Instagram and Snapchat weren’t considered to be valid targets for mainstream content marketing efforts until now.

This is because they were considered to be too unproven and too “on the fringe” to warrant the time and marketing budget investments, when platforms such as Facebook and YouTube were so popular and had proven track records when it came to content marketing opportunity and success.

However, now that Instagram is enjoying such tremendous growth, and is opening up advertising opportunities to businesses beyond its brand partners, it (along with other platforms) will be seen as more and more viable in 2016.

4. Facebook will remain a strong player, but the demographic of the average user will age

In 2016, Facebook will likely remain the flagship social media website when it comes to sharing and promoting content, engaging with customers, and increasing Internet recognition.

However, it will become less and less possible to ignore the fact that younger consumers are moving away from the platform as their primary source of online social interaction and content consumption. Some companies may be able to maintain status quo for 2016 without feeling any negative impacts.

However, others may need to rethink their content marketing strategies for 2016 to take these shifts into account. Depending on their branding and the products or services that they offer, some companies may be able to profit from these changes by customizing the content that they promote on Facebook for an older demographic.

5. Content production must reflect quality and variety

  • Both B2B and B2C buyers value video based content over text based content.
  • While some curated content is a good thing, consumers believe that custom content is an indication that a company wishes to create a relationship with them.
  • The great majority of these same consumers report that customized content is useful for them.
  • B2B customers prefer learning about products and services through content as opposed to paid advertising.
  • Consumers believe that videos are more trustworthy forms of content than text.

Here is a great infographic depicting the importance of video in content marketing efforts:
Small Business Video infographic

A final, very important thing to note when considering content trends for 2016 is the decreasing value of the keyword as a way of optimizing content. In fact, in an effort to crack down on keyword stuffing, Google’s optimization rules have been updated to to kick offending sites out of prime SERP positions.

6. Oculus Rift will create significant changes in customer engagement

Oculus Rift is not likely to offer much to marketers in 2016. After all, it isn’t expected to ship to consumers until the first quarter. However, what Oculus Rift will do is influence the decisions that marketers make when it comes to creating customer interaction.

For example, companies that have not yet embraced storytelling may want to make 2016 the year that they do just that, because later in 2016 Oculus Rift may be the platform that their competitors will be using to tell stories while giving consumers a 360-degree vantage point.

For a deeper dive on engaging with customers through storytelling, see Brand Storytelling: Where Humanity Takes Center Stage.

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About Julie Ellis

Julie Ellis – marketer and professional blogger, writes about social media, education, self-improvement, marketing and psychology. To contact Julie follow her on Twitter or LinkedIn.