understand map and manipulate customers closer to a sale

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I was going over some notes taken during a recent WARC webinar presented by (my boy) Faris Yakob and came across a slide on the customer journey.  I’m a fan of customer journey having created a facsimile I call Twitch Point Planning.  Twitch Point Planning attempts to “understand, map and manipulate a customer closer to a sale.” In effect, it’s a customer journey, but using media twitches.

The WARC presentation on customer journey had a wonderful slide entitled “Start with what customers are doing rather versus what we want to say.”

I love this advice.  It may be the anthropology major in me, but this is just such a rudimentary planning perspective. Everything needs to start with the consumer. As planners we can decide not to heed consumers’ behavioral advice, but we need to understand it.

Consumers first. Peace.




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A couple of years ago I posted a presentation on SlideShare on something I called Twitch Point Planning. My first presentation of Twitch Point Planning was to Karen Kovacs, publisher of People Magazine.  One of my last presentations was to Joshua Spanier, Google’s Marketing Director of Global Media. These meetings sandwiched a number of others with business titans, one of which, George Gallate, suggested “Get the URL.”

Twitch Point Planning is a comms planning rigor that takes advantage of media “twitches,” moments in time when a person moves from one medium to another in search of information or clarification. By “understanding, mapping and manipulating people closer to a sale” via these twitches, we  create new levels of accountability, learning and success…the theory goes. 

Here’s is a quote from today’s New York Times, by Google’s Paul Muret, VP for Display, Video and Analytics:

“Mobile is about moments, shorter and more fragmented. It’s important we string these together. We need to understand the desires of consumers in each point in time to understand their context and intent.”   

Google rang up $19B in the 4th quarter and now is looking to expand that number by launching a new product called Analytics 360 — a tool that looks to take advantage of cross screen media twitching.  I suspect they’ll make more billions and do so by automating the process.  But me thinks the human element is still a necessary component of this process. Let’s see.

All aboard!!!!


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