From Apple’s Macintosh “1984” ad to the soda wars of the 1990s (Pepsi and Cindy Crawford), the dotcom ads of the late 1990s/early 2000s (eTrade wasting $2 million on that dancing monkey), the more recent “Tide Ad” campaign and—from this year—last night’s Brian Cranston-as-Jack Torrance Mountain Dew ad (my personal favorite for this year), the big game gives advertisers an invitation to get creative.
It’s not cheap, however. For this year’s big game, one 30-second spot runs about $5 million just for airtime. A price tag this high motivates advertisers to make sure their ads resonate with their target buyers. But shouldn’t it be this way all the time?
Whether you’re creating one of the most influential ads of all time—like the ones I mention above—or a basic marketing campaign with a budget of $50,000 instead of $5 million, if your target buyer doesn’t remember you or isn’t compelled to take action, it’s a waste of time and a whole lot of money.
That’s why contact centre analytics can be such an important tool for marketing organisations. With the rich customer insights analytics uncovers, marketers can better know their buyers—buying behaviour and patterns, demographics, psychographics, sales history, etc.—and then build more effective and efficient marketing for them. Marketers also can more easily understand, before spending too much money, if their marketing campaigns resonate with prospects and customers.
Despite these compelling arguments, Forrester found that only 55 percent of contact centres share data with marketing counterparts. Why is this? Is it ignorance? No time? An inability or unwillingness to collabourate with them? Turf wars?
It really doesn’t matter what the reason is for the gap. The good news is, there are easy ways to start sharing this invaluable analytics-driven information with your marketing peers. Here’s how.
According to Forrester, there are four primary areas in which marketing teams use customer insights derived from contact centre analytics:
It’s time to team up with your marketing department—contact centre analytics can help!
Find out more about how contact centre analytics can help your marketing team succeed. Check out our white paper, How to Succeed with Contact Centre Analytics, to learn more.