Course content
This session will cover:
- Why CRM is the future of engagement – particularly in search and social
- Understanding the application of insights - and where best to apply these
- Mapping your data sources – including those outside of your database
- Use of research tactics to enhance insights and learning
- Finding insight in the most unlikely places
- Asking the honest questions: challenging the role your brand plays in your customers’ lives
- Getting to the root of acquisition & advocacy; valuable relationships that attract
- Using CRM to create a value exchange
- Navigating your data and insights in a regulatory world
- Understanding the role of a single customer view
- Tacking what you’re actually providing customers as a value exchange
- Challenging your benefits from a customer’s perspective
- Articulation and positioning
- Efforts required to actually benefit
- Thinking about your high-level customer journeys
- Quick wins and where to start establishing your exam question/s
- Measurement frameworks; where to measure, where to learn, where to infer and the role of hypothesises
- Using insights and customer data to scenario plan
- Creative and copy leverage; when and how best to use DR, Brand and engagement tactics
- Articulation of the role and benefits of each of your channels’ most efficient journeys
- The role of destination and content
- Opportunities to enrich your communication and campaign plans
- Optimising your existing tools, technologies and resources
This training session is aimed at agency and in-house marketers who want to understand how to make better use of applying insights and customer data to direct response, engagement and brand marketing efforts.