This post is by Anton Buchner, a senior consultant with TrinityP3. Anton is one of Australia’s leaders in data-driven marketing. Helping navigate through the bells, whistles and hype to identify genuine marketing value when it comes to technology, digital activity, and the resulting data footprint.
For the fourth post in the Become an Instant Expert series, we have focused on Digital and Technology alignment.
It’s just normal isn’t it?
Firstly, we should preface by saying that the digital and technology world has been normal for you, as you were born into it.
So for many of you, you may be leading your marketing team on initiatives and ideas. But as you know what is normal now, won’t be normal in the future.
The future is not normal
The rate of change is getting faster and faster, as we enter the 4th industrial revolution with the advent of robotics, autonomous transport, artificial intelligence, infinite computing, and nanotechnology.
These technology advances are completely changing the way that we live, work, relate to each other, and create ways to solve the challenges that keep us up at night.
We would like to outline four key areas for you to be aware of when proposing digital and technology driven ideas:
- What are you trying to achieve with the technology?
- How will it affect the total user journey and experience?
- How will you measure whether it has been a success?
- How will you glean insights from all the resulting data collected?
What are you trying to achieve with the technology?
These sound like basic questions, however we regularly see organisations fast tracking a technology implementation, only to discover that they haven’t set clear objectives, beyond wanting a shiny toy.
It’s critical to be clear on why you want to use a specific technology, and to define how it will meet both marketing and business objectives.
The key here is making sure that any marketing technology solution has been chosen to deliver on clear marketing objectives: eg:
- help drive greater awareness
- deepen prospect engagement and knowledge gathering
- deliver better acquisition conversion
- improve customer experience and retention rates
- become part of a community of like-minded people
Once defined, you need to be clear how the solution will actually help deliver on your overall business objectives.
Now typically that’s not the domain of a junior marketer. However to fast track your career, the more you can ground your knowledge in linking marketing activity to delivering on your business objectives the better. It means that you’re thinking about how to deliver value to your business, rather than looking at the solution from technical or cost-only points of view.
The good news is that you don’t have to solve this yourself.
You can push your manager or technology vendors with the questions so that they can provide the answers.
How will it affect the total user journey and experience?
Technology solutions often sound great, however, technology really is only an enabler to a better consumer journey or experience. And we’re pretty sure that you of all people, know whether something is clunky or user friendly.
So for any technology solution, make sure that you ask how it fits into an overall consumer journey. And which part of the journey it is aiming to solve. End to end, or just a part of the journey.
As an example, we have assessed teams and solutions that are focused on improving lead nurturing with automation technology, but then fail to solve the customer onboarding journey, which quite often sits with a different team or division.
Consumers don’t see it that way. They just get frustrated when they’re handballed over to another piece of technology, call centre, or process that doesn’t seem consistent. Which can damage your brand reputation through negative conversations.
How will you measure whether it has been a success?
Once you have clear objectives you can then set relevant success measures (KPIs). Without objectives you will end up drowning in a sea of statistics.
Have you sat through post campaign performance reviews, or 50-page slide presentations of data analytics only to be left wondering what it all meant?
We see it all the time when we ask clients and agencies what the top 4 measures of success for their technology spend are.
So now comes the hard work.
Prioritising all the myriad of metrics and statistics available through dashboards and reports into a few key measures.
We often use the analogy of mountain climbing. Climbing to the top of the mountain is the objective. Four measures of success could be: time taken to get to each camp, % of food / water rations used, energy expended, and weather patterns. However it would be easy to get lost in a myriad of other measures and logistical objectives.
If you click back to our first post in this mini-series, then you’ll be able to determine whether it’s volume targets such as visits/sessions/users, CPL, CPA, conversion or advocacy rates, or some other measures such as: user satisfaction, time saving, quality scores etc, that you should be focusing on.
Remember technology is the enabler.
So it’s not just about getting the technology live. That’s the easy part. Measuring whether it is being useful and effective is the value conversation that can fast track your career.
How will you glean insights from all the resulting data collected?
Further to prioritising KPIs, there’s a massive opportunity to glean insights from all the data that you will be collecting with the technology and digital footprint.
Some data will be personal based on prospect or customer history. And some will be anonymous but equally as valuable to unearth trends for optimisation or refinement of your strategy.
So how to go about looking for insights?
Often the analytics and insights team (or an external analytics team) are charged with delving into the mass of data to find the gold.
It will be important to brief the teams by aligning their understanding to the objectives, prioritised KPIs, and then a wish list of areas to explore. Again your role is not necessarily to solve this brief, however, you can involve the key thinkers and stakeholders within your business to help refine the task brief.
The important point here is to spend the time prior to briefing analytics teams and to make sure your internal stakeholders are all aligned as to what data and areas to delve in to. Ultimately this will save your analytics team time, and fast track results.
Would you like to learn more about digital and technology alignment?
We have worked with Australia’s leading organisations across the finance, telco, education, automotive, and retail sectors amongst many others.
If you’d like to pick our brain, and discover more about how TrinityP3 has reviewed their progress, assisted in searching for new technology suppliers, or looked at technology from a performance perspective, then you can read more here or feel free to contact us now.
Thank you for reading. Here is your TrinityP3 Instant Expert Certificate:
PS – remember to stay tuned for our final two posts in the ‘Become an Instant Expert’ Series:
5. Agile marketing delivery
6. Environmentally sustainable marketing
Are your marketing technology solutions under-delivering on the promised results? Not sure what to do about it? Find out how we can help here