Why Analytics Has Become Every Marketer’s Best Friend

Why Analytics Has Become Every Marketer’s Best Friend
SHARE
THIS



Analytics can help marketers serve the needs of three distinct groups of stakeholders: internal team members, customers, and prospects (or members and future members in the language of credit unions).

That’s the view of Lynne Jarman Johnson, CMO of one of the top credit unions in the US state of Michigan, who is in town to speak at this week’s ADMA Global Forum.

The Consumers Credit Union brand stands for high intimacy, says Johnson. “Our vision is growth through culture and performance. High intimacy means amazing talent and technology. We hire people based on attitude and technology based on ease for members.”

An example of the importance the company places on technology is the fact that it was one of the first 30 financial institutions in the United States to bring Apple Pay to members.

According to Johnson, “Customers are looking for quality in service, price and product. A quality rate and product may be the most competitive or it may be the easiest route to obtain through technology. I have seen service win every time. Remember the back end of a system that makes a product easy to understand and purchase is just as important as the voice on a phone or smile in the branch office. Culture wins hands down.”

She says members want to feel listened to. “A culture based on listening is the key to improvements and growth.”

Johnson regularly speaks about the importance of analytics to the business, and the way it is perceived by management. “We believe data analytics helps three customers: our internal team, members and future members.

“In marketing we may forget our first customers are our internal colleagues. Without their knowledge and skills we are not able to produce results and serve our members. Data analytics help us bring tools to our team to serve members and make their jobs easier. It narrows our work to offer the best products and services to educate our current and future members.”

And, she said, analytics provides the company with quality competitive analysis. “There isn’t a balance. I see data analytics as strategy not balance. When you know your goals and you strategise through analytics to reach those goals you never balance — you build the plan and work the plan.”

As a CMO, Johnson also benefits from the full support of the leadership team. “Our entire executive team is equally in tune to brand intimacy strategy. Our CEO, Kit Snyder, is our most passionate cheerleader. Recently he joined a strategic planning session with our marketing team and said the following: Take the Stress out of the Stuff. This has become our mantra. Less is more and our brand will only stand out if we make people feel ease, simplicity and understanding. Less copy. Less steps. Less stuff.”

The speed of change and the variety of challenges are the things that keep the Consumers Credit Union CMO and her team busy. She said: “The overload of everything weighing you down. More online. More apps. More avenues to respond to. Education and training is the way to help people learn and ask the right questions ‘how to make X easier’ and find the right answers.”

Among the creative solutions the company has applied, it has created step-by-step how-to guides, an eLibrary to find answers (for both employees and members) and a mobile bar with all styles of hands-on technology.

This article originally appeared at www.which-50.com

Please login with linkedin to comment

Latest News

Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

With more than 12,000 registered attendees, Adobe has blitzed the record for the most number of creative people gathered together in one room at its MAX conference in Las Vegas overnight. Adopting a somber tone early in his presentation, Adobe CEO Shantanu Narayen offered his condolences to the victims of the mass shooting, which took […]

Opinion

by David Hovenden

David Hovenden
Fraud & Faulty Programmatic Will Force Brands To Take Media In-House
  • Media

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House

A growing number of marketers are taking back control of their digital marketing campaigns as more cases of fraudulent and waste in programmatic spending emerge across the world. Mr Jay Shah, CEO of artificial intelligence group, OpenDNA, marketers were taking back control of critically important processes like customer targeting, as many digital and programmatic advertising, […]

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland
  • Campaigns

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland

With an Ashes summer rapidly approaching, Cricket Australia has put out a rallying cry to fans around the country to get behind our Australian women’s and men’s cricket teams under the banner #BeatEngland. The #BeatEngland campaign is built upon a simple truth – nothing brings Australia together like the prospect of seeing our cricketers beat […]

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]