Use mobile applications to gain an advantage in our data-centric marketing world. The marketing world is full of buzz about using data to inform action. There is so much data out there, but how do you turn it into actionable insights? Apps are a particularly valuable source of data because they record customer interactions in a way that easily translate to actions that will improve the sales and marketing process. But getting the best insights requires structuring your apps in a way that collects data in the right way. The resources on this page give you a blueprint for doing this.

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2. “The opportunity has
never been greater for
savvy marketers and data
analysts to team up and
Lisa Arthur
untangle the ‘data hairball,’
CMO, Teradata
Applications
gain insights into behavior,
anticipate trends and make
their customers’
experiences more relevant
and timely.”
http://www.briansolis.com/2013/12/5-steps-to-improving-the-customer-experience-with-big-data/
2

3. "That which is
measured, improves.
That which is
measured and
Karl Pearson
Actual source
disputed, apocraphally
attributed to Karl
Pearson and
commonly called
Pearson’s Law
reported, improves
exponentially."
3

4. “Big data will spell the
death of customer
segmentation and force
the marketer to
Ginni Rometty
understand each
CEO, IBM
customer as an
individual within 18
months or risk being
left in the dust.”
http://www.slideshare.net/TrueLens/top-10-marketing-big-data-quotes-e-book
4

5. William Band
Vice President,
Principal Analyst
Forrester
“Once relegated to the
province of direct mail
teams and analysts,
customer data and
marketing technology
are now essential to
every marketing
function, from strategy
to creative development
to execution.”
http://www.slideshare.net/TrueLens/top-10-marketing-big-data-quotes-e-book
5

6. How do you not only keep up ...
but get ahead?
http://flic.kr/p/8iTeLx (keynell4)

7. 1
Understand that not all data
is not created equal

8. 1
2
Understand that not all data
is not created equal
Understand that insight, not
data, is what really matters

9. 1
2
3
Understand that not all data
is not created equal
Understand that insight, not
data, is what really matters
Combine creativity with
technology to make compelling
content that engages your
target audience

10. So, you must first define your
overall strategy for collecting
and analyzing the right data to
create insights for your
business

11. overall strategy & the right data
(+ creativity)

12. overall strategy & the right data
(+ creativity)
Boost ROI

13. overall strategy & the right data
(+ creativity)
Boost ROI
Beat the Competition

14. overall strategy & the right data
(+ creativity)
Boost ROI
Beat the Competition
Get a Promotion!

15. Sales Metrics | Social Media | Web Metrics
Content Consumption | Content Sharing
Lead Generation Metrics | Advertising
Surveys | Search Engine Rankings
Email Open Rates | Engagement Metrics
Keyword Analysis | Mobile Applications
There are many sources of
data to draw from

16. Sales Metrics | Social Media | Web Metrics
Content Consumption | Content Sharing
Lead Generation Metrics | Advertising
Surveys | Search Engine Rankings
Email Open Rates | Engagement Metrics
Keyword Analysis | Mobile Applications
Mobile applications
(for sales and marketing) can be
particularly effective

17. [when executed correctly]
Mobile applications
(for sales and marketing) can be
particularly effective

18. How can mobile apps be
used to generate data insights,
and how can the data be
integrated with the rest of
your sources?

19. Before we get to the sevenstep guide, lets clarify exactly
what we mean by mobile apps

20. Mobile Apps
for sales and marketing

21. Mobile Apps
for sales and marketing
Sales Teams

22. Mobile Apps
for sales and marketing
Sales Teams Retail Stores

23. Mobile Apps
for sales and marketing
Sales Teams Retail Stores
Events

24. Mobile Apps
for sales and marketing
Sales Teams Retail Stores
Events
Consumers

25. These Apps collect two
types of data:
1
2
Content Utilization
“App Flight Recorder”
Customer Response
Forms, Surveys, Media Capture

26. ... and they excel at collecting
customer interaction data in the
context of selling or product
usage situations

27. The opportunity exists to
create multi-channel apps
Sales Teams Retail Stores
Events
Consumers
that integrates data into a
single dashboard

28. Imagine a single view
Sales Teams Retail Stores
Events
Consumers
for all your customer
interactions

29. If you use correctly, apps will
help you generate critical
insights for your business

30. If you use correctly, apps can
help you generate critical
insights for your business
The rest of this playbook will
help show you how
(Read on for the seven steps)

31. Seven steps for turning
Apps into Insights:
1 Plan
5 Analyze
2 Design
6 Act
3 Build
7 Evaluate
4 Collect

32. 1 Plan
Determine your marketing
goals
Use planning template (to be
shared during webinar)

33. 1 Plan
Advice: Don’t cut this short.
Planning will have a huge
impact on improving the
insights you ultimately gain

34. 2 Design
Design your app(s), taking
your data insights plan into
account
Follow best practices for
integrating customer input
into your apps (more on this
in webinar)

35. 2 Design
Be creative!
Use creative team to design
compelling experience that
meets business needs
Don’t be constrained by
technology

36. 3 Create
Create your app, keeping the
following in mind:
It should be possible to
collect data offline, syncing
when connected to internet

37. 3 Create
Create your app, keeping the
following in mind:
Data from all apps should be
stored in a central location that
makes it easy extract data
you want

38. 3 Create
Create your app, keeping the
following in mind:
Take advantage of native
features like location tagging,
time, date, and duration

39. 3 Create
Create your app, keeping the
following in mind:
Create different variations of
your app for your different
sales channels

40. 3 Create
Create your app, keeping the
following in mind:
Allow for message customization
based on segment, intelligent
screen-flow, and personal
preferences

41. 4 Collect
Data collection on mobile
device should be automatic
and easy (but it is also a good idea to
train users when possible)
Assign a single owner for
gathering the collective data

42. 5 Analyze
Audit to understand all
information available
Collect key metrics defined in
planning stage
Recognize trends, draw
conclusions

43. 5 Analyze
Present to others and get
their feedback
Look at data different ways to
see if you can find hidden
insights

44. 6 Act
Insights are only valuable if
you act on them
Determine actions, owners,
timeframes - and hold people
accountable

45. 6 Act
Example Actions:
Revise messaging that is not
working
Train sales team
Change product positioning

46. 7 Evaluate
It is rare to get get it right the
first time
Go back to step 1-3
periodically and update app
to ensure the most critical
insights are generated

47. That’s it!
Wait, how do you combine this
with your data from other
sources?

48. That’s it!
Wait, how do you combine this
with your data from other
sources?
Your are almost there, but not
quite done

49. No walled gardens

50. Let your data play together for
even greater insights
Lead Generation Metrics
Social Media
Email Open Rates
Engagement Metrics
Content Consumption
Sales Metrics
Mobile Applications
Web Metrics
Keyword Analysis
Advertising
Surveys
Search Engine Rankings
h&p://www.flickr.com/photos/iknow-­‐uk/3650501593/

51. Finally, please remember to
talk to you customers
(preferably with a
tablet in hand)

52. Learn More
Sign up for webinar at http://bit.ly/1k0UIkm
Follow the #datainsights hashtag on Twitter
Contact Proscape at info@proscape.com