The Digital Bus

 

 Digital Bus Podcast Ep 5 - Dean Krispin, CRM Customer Relationship Management: Play Now | Play in Popup | Download

Dean Krispin - CRM Customer Relationship Management. Here is a synopsis of our talk. The entire podcast gives a good picture of how corporations are using data to influence purchase. It’s fascinating if you have 30 minutes to listen.

- Tell us about yourself and what you do?
Data - and how data can be used to influence consumer purchase? Marketers don’t know how to utilize the data in a non-siloed manner. We know how to create optimal lists, but they exist in individual silos. We need to provide a 360 view of consumers to optimize sales, and keep them loyal. Auto industry is lucky in the fact they have enough data to truly see what is influencing purchase. The retail channel is the missing piece in all this, how can the retail channel handle the online traffic and the people coming into the stores.

- Why is your business: CRM/Market Research important to clients today? How do you tell when a customer is ready to buy through data?

Everyone is trying to overcome the model of current market research. People are looking at ClickStream or historical data, and purchase data. Is that data truly insightful? Does the data give you an accurate picture of what the consumers intent is? Everyone is trying to develop time sensitive research and data.

Statistical modeling of data provides insight to allow you to predict the likelihood of anyone purchasing a product. Learn how to treat the customers differently. Flip the creative process upside down. Look at demographic profile, then develop a creative brief to pass along to creative people, who are smart and use intuition to create messaging and images to reach those people.

More insight on exactly what the demographic profile really is. What are the key factors and elements that put consumers into a specific lifestyle stage to see if they really are likely to purchase a product. Cross functional teams all come together to make it all happen.

- What are some innovative systems or processes you are integrating for your clients right now?

Finance, Automotive, Healthcare, Retail, etc. are creating best practices templates to be easily adopted by the marketing team to help them move quicker. Mortgage and Credit Card industry are using data to provide recommendations to the inbound call center. In the cell phone industry, Orange, Vodaphone and Verizon are taking the data and using an analytical approach to develop a complete profile that the call center agent sees, and can give tips on making recommendations live to you. To cross sell another product or get you to change your plan.

A new position is someone in these call centers to make recommendations to the person who is handling the call.

Data companies like Axiom. What are more data companies? Hybrid of companies - agencies are creating these analytic groups to provide post insight analysis, and understand how can we create the proper metrics and measurements to see what is working. And take the data to create proper profile, that really creates that relevant message. How can I use that data to help the retail side, or the call center. A lot of existing players are coming at it from different angles.

- Where do you see the digital marketing business going in the next 5-10 years?

Marketing and operations are coming together. Right now marketing may provide reports, but what does that mean to the operational side? It does nothing for the business side. Agencies and data companies are providing reports that go straight to the operational side of the business. Must make sense to the operational side. Social Networking provides better data to see where consumers are in their lifecycle, which then drives insight.

In market retail. Demand Sensing. To understand consumer intent, and be able to apply it to the operational side of the business. XXX What is the potential in the marketplace? What is the demand in the marketplace? Learn at a very local level what is in the minds of your consumer or potential consumers? Get this information from social networks.

7. If you could give advice to a recent college graduate who wanted a job like yours someday, what would that advice be?

Marketing is the space to be in. Media is going through a major change. More marketers today than ever before. The marketing space is going through Wholesale Change. Either specialize in one clear role - data, creative, interactive, direct, operational. The best advise is to be eclectic, broad reaching - technical, database, creative, marketing strategies, the business, statistics and analysis. These skills will allow people to work within these cross functional teams and win in the market place.

The Digital Bus Podcast interview conducted at The Brickyard by Derek Mehraban, CEO Ingenex Digital Marketing

Tags:   ann arbor · Automotive · blog · CRM · Dean Krispin · Detroit · digital marketing · Engagement · ingenex · Lead Management · marketing podcast2 Comments