Insight reason why benefit

What makes a good RTB? Building a good RTB takes a long time, while suffices a faux-pass to undermine it e. Otherwise, we should disregard the benefit, even if we think we can deliver on it. You must log in to post a comment. This site uses Akismet to reduce spam. Learn how your comment data is processed. And intro to brand equity notions and brand audit process.

PDF format. Free Download. Pingback: Consumer Insights Development. Posted in Insights Tagged: Branding. Search our Web. A customer insights strategy organizes all these pieces, fits them together properly, and frames the resulting picture in a way that adds value across an entire organization.

To further illustrate the value and benefits, here is a step-by-step look at a Customer Insights Strategy in action:. Start by defining organizational goals. Whether they are related to brand development, marketing, sales, or any other area of your business, clarify and define your version of success. With these macro-goals in place, there will be a framework for establishing micro-goals along the way.

For each new project or initiative, establish how it will contribute to your organizational goals. Without strategic alignment between project purpose and plan of action, the outcome may not achieve the desired progress. This project will provide data needed to gauge the effectiveness of recent marketing campaigns through comparative analysis against benchmarked perception data.

An important element of strategic planning is considering past activity and future impact. Reviewing previous projects will shed light on best practices and spotlight potential obstacles.

Applying lessons learned from past experiences will increase ROI from those resources. It will also uncover opportunities to build upon existing insights through performance benchmarks or diving deeper into areas of interest identified through previous feedback projects.

Looking forward, it is helpful to envision next-steps and how this project might benefit future efforts. Just as strategic planning for this project includes reflecting on past efforts, so will future projects reflect on what is currently being planned. Considering ways in which steps today can set up successes tomorrow builds a foundation of ongoing, long-term value.

Example: While reviewing the results of previous brand perception studies, several survey questions addressed topics that are relevant to the project currently being planned. Those questions are carried over into the new survey being developed so that comparative analytics can establish how customer perception has changed over time.

Furthermore, open-text responses from the previous study uncovered new elements of consumer preference. These findings are tagged as areas to explore further by including them in the upcoming survey.

Seeing the value of past open-text responses in our current planning process, it is decided to continue asking open-ended questions with hopes of uncovering new topics to be addressed in the future. Question wording, response option display, and survey order are important areas of survey development.

To ensure data reliability and accuracy, there must be a concerted effort to avoid bias, respondent confusion, and all-around ambiguity. To produce actionable insights, questions must be direct and yield conclusive feedback. Otherwise, the answers to one question may raise another question which produces observational rather than actionable insights.

Having identified questions in previous research projects that are relevant to current objectives, it is important that wording and response options remain consistent to ensure comparative analytics are reliable.

Example: A previously conducted survey presented a competitor attribute grid to establish which brands respondents most associate with a variety of attributes. This was a helpful tool in defining brand positioning which led to reexamining brand messages at that time.

Having launched several new marketing campaigns since then, that same question is to be included in the current survey to provide an updated look at brand attribute association.

An important note: since the previous survey, new competitors have emerged. However, they are not included in this specific question as to maintain comparative consistence with past data. The new competitors are included in a separate question to avoid reducing comparative reliability.

In the future, this question can again be included for an even more detailed look at how brand perception has changed over time. While customer feedback surveys serve a functional purpose collecting feedback data , it is important to remember these are also customer-facing branded touchpoints.

In addition to collecting information from consumers, there is an opportunity to deliver information to consumers as well. Example: In collaboration with the marketing and branding departments, this survey was designed to reflect recent brand campaign imagery and to reinforce updates to brand identity. By offering a consistent experience across all channels of communication, this feedback project maintains alignment with all other branded content efforts.

Not only does this assist in the brand building effort, it instills confidence in survey respondents that it is, in fact, a feedback survey being distributed and collected by the brand; not an unreliable or unknown entity. As with any customer feedback project, the analysis phase can lead in a variety of different directions. There are sure to be interesting observations covering an array of topics, however it is important to maintain focus on the actionable insights within these findings.

This is where we see the benefit of having clearly established goals and objectives. Reflecting on Phase 1 provides an analytic guide and reporting framework. This way, you can make the necessary improvements to improve the user experience and convince them to convert.

Collecting data allows you to meet consumer expectations in regards to personalized communications and suggestions. You can segment your marketing strategies according to consumers who have similar interests, allow for the autocompletion of payment methods and other forms on your website, and even get a better understanding of the devices that customers prefer to use when accessing your website. This goes a long way towards improving your ROI, shortening your sales cycle, and making the kind of expansion you've always dreamed of a reality.

As you can see, there are countless benefits of collecting consumer data -- but those advantages also come with specific responsibilities. For example, guidelines include not keeping data for longer than needed, ensuring that the data is kept secure, and, above all, responding to Subject Access Requests SARs. Under SAR regulations, you are required to provide a copy of the personal data that your organization has collected about individuals whether they're consumers, employers, or simply individuals who have visited your website.

Most companies need help with automation, tracking, task management, and other issues regarding individual rights and privacy management. Request your free demo from us today, and get ready to future-proof the way your company approaches privacy management! All Posts. Keep on reading this post to find out. Data Provides a Deeper Understanding of Your Market Perhaps the biggest reason why so many companies collect consumer data is that it helps them to get a much better understanding of the way their consumers behave online, define their overall demographics, and identify the ways in which they can improve the overall customer experience.