Start by fully understanding the situation. What is the market like? Who are the big players? What are your strengths and weaknesses?
Understand who the decision-maker is. Who are they in the organization? Do we communicate with a gate-keeper? What are their self interests?
What questions do they have? What information are they lacking? How can we make them successful?
How are they finding this information? What is the best way to communicate with this group?
Were your messaging and tactics successful? How do you know? How can you attribute that success to the campaign we made?
I've conducted primary research including surveys, interviews, and and observations. To the side, you can see examples of research that was conducted for The Church of Jesus Christ of Latter-day Saints
Profiling and Segmentation
After collecting information, the next step is to create clusters. Using R, a programming language for statistical computing and graphing, I can identify how many natural groupings of customers present themselves in the data. For example, the graph to the right uses a K means elbow chart to identify that there are three natural clusters of customer groups.
Using R, I can identify common demographics of those clusters and create audience personas. Then, using qualitative information from observations and other departments, we can determine other commonalities such as names, industries and interests.
These crystallize into unique customer personas like the ones below. These are examples that were created for Ready Store.
R Language Clustering & Segmentation
Using R, I've been able to create clusters, associations and classifications. These analysis give concrete data on our audience profiles
After segmenting audiences, my next step is match the audience's desired benefit with the offering of the company. Through the previous steps of research and profiling, this allows us to make sure our messaging is targeted to the customer's interests and not just the company's. Finding a mutually beneficial relationship is the key to messaging correctly.
Now the rubber hits the road. It's time to connect the messages with the right audience at the right time. The trick is being able to determine how to communicate with the right audience. How does your audience want to receive the message? When is the right timing and what marketing medium will yield the best results?
If you don't measure a marketing campaign, was it ever really successful? Maybe, but you'll never be able to brag about it!
Measurement is one of the most key elements of marketing. Guaging how well your campaign did compared to the benchmarks or compared to what you thought it would do, is very important.
I've been able to create executive leave KPI reporting using Power BI, Google Sheets, Tableau, Google Analytics, and Excel.