Explain marketing tools for data-driven realization


Explain marketing tools for data-driven realization


 I talked about what is necessary to realize "data driven" and the specific procedure for performing data driven. This time, as an extension of that, we will go into the know-how and explain what kind of tools should actually be used to implement data driven.

Customer data to be analyzed in marketing

As I mentioned last time , the data to be collected and analyzed for marketing purposes are as follows.

・ Customer's purchase history (when and what kind of product / service the
customer purchased ) ・History of the customer's purchase (in the case of a physical store, what kind of communication was made before the purchase, online In the case of shopping, what kind of search word was used to search and what route was used to land on the website, etc.)
・ Satisfaction and repeat rate of customers who purchased products / services
・Age, family structure, friendship, interests

By collecting and analyzing such data, it is possible to identify the target of the product / service approach (prospects, including new customers), and to infer when and when the customer purchases the product / service. Furthermore, it is possible to attract highly satisfied customers as repeaters, and conversely to think of effective measures for customers who are not highly satisfied.

To summarize these in a nutshell, data-driven can lead to "when", "what kind of customer", and "what kind of approach".

DWH useful for centralized data management

As a data-driven tool, we will first introduce "DWH" (data warehouse) .

With the recent shift to IT in business, companies have gradually introduced various IT systems. Therefore, customer information tends to be distributed by system and department. If the data is distributed, effective analysis will not be possible and it will inevitably hinder data driving. Therefore, a system that centrally manages various distributed data is required.

DWH is a database that collects data from multiple systems and organizes it according to purpose, time series, etc., and can associate data that was previously distributed with each other. By introducing DWH, more effective data analysis and utilization will be possible.

Various tools for data storage, visualization, and analysis

What kind of tools are used to accumulate, visualize (process) and analyze data and derive useful points for marketing? Here, let's briefly introduce each of "DMP", "Web analysis tool", "BI", "MA", "SFA", and "CRM" as typical tools.

The first is "DMP" (data management platform) . DMP is a platform for accumulating data. There are "Public DMP" that utilizes data provided by external companies and "Private DMP" that accumulates and analyzes data owned by the company. By centrally managing customer data, it is possible to take a customer-specific approach from planning, executing, and measuring effectiveness.

"Web analysis tool" is a tool for aggregating, visualizing and analyzing data related to visits to your company's website and user behavior data on the website. The data includes referrer (reference source), inflow word, page view (PV), unique user number (UU), number of sessions, behavior flow, withdrawal rate, bounce rate (bounce rate), click rate (CTR), Conversion rate (CVR) is a typical example. "Google Analytics" is a well-known web analysis tool.

The "BI tools" and is to analyze the vast amounts of data, us to support the decision-making of management by reporting tool. In the past, there were many cases where data was read into Excel and aggregated and analyzed manually, but now, by using this BI tool, more efficient analysis and reporting is possible. ..

In a word, BI tools are various tools, from those that handle the entire data-driven process from data collection / processing to analysis / aggregation and output such as reporting, to those that specialize in output. there is. Until now, BI tools have a high degree of specialization, and most of them are used in some specialized departments such as the information system department, but nowadays, even if you do not have specialized knowledge, you can easily visualize and analyze data in the field. "Self-service BI" that can do this is attracting attention.

MA that automates the One to One approach

"MA" (Marketing Automation) is a tool that automates the execution of scenarios according to customer behavior and attributes, and streamlines marketing and sales activities. MA is for B to B, which streamlines the work related to lead generation and lead nurturing based on the knowledge obtained by collecting and analyzing data, and campaigns. There are B to C derivatives derived from management and email / web marketing.

To create potential customers, you first need to be aware of your products and services. Next, there is a phase in which people are interested in the product / service, search on the Web, etc., compare it with other products / services, and then consider purchasing. In order to raise awareness, interest, and interest, it is necessary to attract prospective customers by distributing e-mail newsletters and advertisements. If you use MA, you can preset scenarios to approach customer behavior, purchasing, and attributes, such as "people who want to see a specific product site," "people who have not visited the store for a certain period of time," and "people who were born this month." If you do, it will approach you at the right time.

Visualize customer image with CRM and SFA to support sales activities



"CRM" (Customer Relationship Management) is a tool that centrally manages various data (attributes, purchase history, etc.) related to customers. By grasping the relationship with the customer, it visualizes the vague image of the customer. It can be used for various purposes such as sales support, member / point management, call center support, and improvement of customer satisfaction.
On the other hand, "SFA" (Sales Force Automation) is also called a sales support system. As the name implies, it is a tool that visualizes data related to sales activities such as negotiation activities, contracts, and sales. It focuses on customer / project / schedule management functions for sales staff, but for managers such as data analysis and reporting related to sales. It also has a function. You can use SFA to visualize sales-related data and use it for sales activities such as grasping the progress and schedule of projects.

Summary

As we have seen, various tools such as data storage, collection / analysis, automatic distribution, customer management and sales support are required to realize data driven.

In order to use data for management, marketing, and sales activities and improve business performance, it is important to know the mechanism and importance of these tools and introduce them appropriately according to your business.

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