Segment of One -Building Streaming Audience Engagement Analytics for customer lifecycle engagement automation

The future of Audience Engagement – Real Time – Real World “Segment of One”

How is Customer engagement defined in new digital world?

• Customer engagement today has new meaning – it needs to be renamed as Life Cycle Engagement because it’s about engaging the audience, even before they have become a customer – Infact it is about engaging the audience the moment he steps into your customer life cycle journey. This would mean engaging the audience even in anonymous state of suspect or a prospect
• Till Now the audience and their behaviour was tracked from the moment they became a customer – Because till then they are anonymous or unidentified state and were dropping out before becoming a customer.  It was not possible to collect and tag behavioral data at an individual level.
• From a marketing point of view the entire effort – driven through the conversion funnels are Inwardly skewed towards 80- 90% drop outs before they even become a customer
• Using technology to improve performance & delivery is just not enough – its all about increasing experiences – keeping Delivery & performance as constant

More visitors or more customers?

While most businesses, may be facing a host of operational, logistical challenges; there is a key area that everybody is either consciously ignoring or not giving a serious thought to is about conversions.

The facts and trends today seem to be going in the wrong directions.

• Conversion rates of Digitally enabled marketing processes is less than 5 %
• Over 90% of visitors on a website are anonymous
• Focus on social and Mobile is not necessarily yielding conversions
• Customer acquisition costs are mostly on an increasing trend
• Customer loyalty through digital mediums is not even worth mentioning
• ROI’s on digital spends are not necessarily as positive as previous quarters

The above facts may point to a direction that the digital trends are bound to get broken or effect stagnation. Needless to say that most ecommerce and online marketing businesses are facing the profitability challenges.

While most of the digital marketing efforts today are focused at driving visitors to the site or carefully orchestrated inbound marketing efforts, which increases the traffic on the site, but every website today suffers from a congenial paralysis of what to do or how to lead a visitor or customer when they are to their site.

Radical thinking or technologies of engaging visitors – (Yes even though many might be anonymous) is an idea that not many are experimenting or involving themselves with currently.

One way to look at the problem is to flip the problem upside down, which would mean broadening the bottom end of the conversion funnel rather the top end   

Discover The Power of Crowdsourcing

Real Time Analytics – A Discoverer’s Opportunity

Most businesses today are Reactive – They react only after the customer has placed an order, after the stock price has fallen, after the customer discovered a bug , After Customer has complained, After customer has dropped out , stopped a payment

Most often, either it’s too late or one has too little options and space to manoeuvre or salvage the situation. This type of “Kick me now” syndrome and is witnessed commonly in most organizations.

How is analytics related to this?

Social Media Rules of Engagement – Part 1

The power of Social Media has indeed excited a lot of marketers today and it has emerged as new way to communicate, share, collaborate, learn, make friends , have fun, party together or being together in solidarity just like in real world socializing ! except that this socialization is across the world wide web – it has the scale and volumes that were never imaginable – it has capabilities and potential to sync and organize itself into powerful groups, communities and eco systems that can influence Technology, economy, events, politics and just about anything that affects people. In the years to come, the power of social media would be anything but more influential.

Social Groups – The Origin of a New Species

Social Groups – the origin of a New Species

A new phenomenon called social networking has caught up with the world in as recent as last 5-6 years. It has caught the fancy of a ever agile marketing professional looking for an opportunity and reason to sell more of his products and services as well. No doubt Social media is growing fast, it has large no of users, Progressive minded individuals available in a single place (the web); who are sharing serious and non serious conversations, opinions, apps, videos, pictures, insights and knowledge.  Maybe marketers today are induced into this exciting phenomenon with the ever reliable technology of smart tracking tools, browsers, social platforms, Analytics, CRM tools and some great opportunity tags fixed on the foreheads of social media.