Start Turning Data Into Actionable Insights
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Research shows that when consumer insights are translated into action a company is 84% more likely to surpass revenue and profitability goals. Ciceron is a full service digital marketing agency that believes that data points can be used to tell a story, gleaning consumer insights and using those to maximize your ROI.
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Start Turning Data Into Actionable Insights
- 2. Corporate Overview Ciceron is one the oldest, privately-held digital agencies in the country, having been in business since 1995. Our longevity is a testament to our ability to deliver results for our clients through tumultuous change. Ciceron has remained consistent in producing measurable, sustainable, and extraordinary value for our clients. Your customers are consulting more sources than ever before making a purchase decision. Why? Because the information is out there. You need to capture this information and capitalize on it. We help you better understand your customers and their increasingly complex consideration process. It’s not a lack of data, but a lack of insights that prevents you from achieving your business goals. Did you know more than 70% of CMOs feel they lack true insights? IMB CMO Study, 2012 Web analytics, social media monitoring, search activity, and online surveys all provide valuable data where real decisions can be made. From this data we create insights and these insights speed up product development, cut time to market, help your business keep its competitive edge and uncover real opportunities. We Build Brand Advocacy Ciceron recognizes the extraordinary power of advocacy-based brand strategy in today’s socially connected, digital world. People who love your brand will introduce you to your new customers. Recommendations come from your advocates – a network of highly satisfied, passionate and connected customers who love your products and service. Sole property of Ciceron, Inc.
- 3. Ciceron Digital Ecosystem STRATEGY THAT INFORMS. EXPERIENCES THAT DELIVER. ADVOCACY THAT SCALES. competitive positioning audience touchpoints industry positioning internal capabilities target audiences key performance indicators Strategy Digital Ecosystem Consumer Insights iza im h ht s tion Business Objectives insig s o op community management Brand Content ana l yt i cs website t t influencer relationships campaign integration recognition program email architecture Advocacy reviews and stories Experiences Conversation staff training branded communities mobile SEO / SEM media Content may not be altered or reproduced without proper attribution to Ciceron. Strategy: We identify the opportunities that arise at the intersection of your business goals, your audience needs and your ability to meet those needs. Experiences: We ensure your existing digital marketing programs are fully optimized, uncover opportunities to add value to your current experience, and set you on a course to achieve advocacy. Advocacy: We connect you with your brand advocates, create programs and experiences to energize those advocates and convert advocate actions into insights, understanding, and most importantly, business results.
- 4. Finding the Story 1 The Setting: DATA The purpose of data is only to help you understand what happened. 2 The Plot: ANALYSIS 3 Character Development: INSIGHTS 4 Recommendations: THE CONFLICT Preliminary analysis should show you why certain key metrics or data points have deviated from expected results. Insights extract the meaningful from the mundane. What is the impact on my customers? How is it impacting my business. We can see conflict arise as a result of prioritizing tactics to address the issues identified. Conflicts must be resolved quickly to realize any benefit. 5 6 7 The Theme: KEY TAKEAWAYS Marrying recommendations with insights makes them actionable, and those key takeaways provide the moral of the story. The Epilogue: OPTIMIZATION Taking action on the insights provided allows you to become a better marketer, a better business and a better storyteller. The Ending: THE UNKNOWN The ending to your story is unknown. The success of your business will depend on how quickly you can anticipate and react to a constantly changing environment.
- 5. The Ciceron Approach EFFORT Define Problem • Understand and/or identify the business problem and potential impact of findings • Form hypotheses to determine what questions need answering Research • Gather existing data and information to identify gaps • Develop the research plan • Execute the plan to gather all data, research, and supporting info Analyze Identify Opportunity • Summarize findings • Answer research questions • Extract insights from data 50% You 50% Ciceron 30% You 70% Ciceron 10% You 90% Ciceron • Build a business case for opportunities and recommendations 25% You 75% Ciceron
- 6. Turn Data into Consumer Insights Social Media Data Explosion Channel Growth Demographic Shift Top Challenges for CMOs Due to impact and underpreparedness 82% of CMOs feel they are underprepared to manage the data explosion and “lack true insights” Source: 2013 IBM Global C-suite Sudy
- 7. Turn Consumer Insights into Profit CEOs Areas of Investments Customer Insights 73% Operations 50% Sales 49% Market/Competitors 44% Human Resources 43% Supply Chain Risk Management 40% Research shows that when consumer insights are translated into action a company is 84% more likely to surpass revenue and proNitability goals 38% Source: 2012 IBM CEO Study
- 8. Consumer Insights Clients Due to the nature of this work, we are unable to share specific client examples. However, below is a list of clients Ciceron has worked with to leverage Consumer Insights to guide their business decisions: • • • • • • • • • • • • • • • AgStar Andersen Windows Capella University CSM Bakery Products Delta Vacations Feeding America General Mills Hollywood Fashion Secrets Jostens MakeMusic Minnesota Twins Radisson Blu Aqua Security Life Sonus Tennant Company
- 9. Start Turning Data into Actionable Insights Ciceron Consumer Insights Services Include: Contact Us Today ü Measurement, Analysis & Optimization (all channels) [email protected] 612.204.1919 ü Channel Performance Audits ü Competitive & Industry Positioning ü Marketing & Consumer Needs ü Persona Development & Segmentation ü ROI Modeling ü Product Development & Innovation ü New Business Intelligence & Guidance ü Social Conversation & Sentiment Analysis ü Social Listening (Brand, Competitors & Industry) If you have a business problem or question, Ciceron will help you by using consumer insights and research to help you get the answers.