Episode I : Marketing Experimentation
Marketing Concept of the Week:
Marketing Experimentation
A Scientific Process for experimentation that is used by marketers to support or disprove different theories, assumptions or hypotheses.
By using marketing experimentation on a regular basis you’ll be able to improve your marketing efforts and develop new skills as a marketer
“Stop Following Best practices & Get Started With Marketing Experimentation”
Marketing Experimentation Process by marketingconcepts.co
Remarkable Marketer of the Week:
Shane Murphy-Reuter
Shane Murphy-Reuter has vast experience in the marketing industry and his exemplary roles in both B2B at ADRoll, and B2C in online gaming speaks volumes. Today, he is the Senior Vice President (SVP) of marketing at Intercom (One of the biggest SaaS Companies in the world)
Remarkable Ideas
Shane Murphy-Reuter has been embracing impeccable concepts to help businesses grow, and they include:
Brand Alignment
Every company has to have a clear value proposition that works well with its brand, audience and products.
He uses this concept to help companies get their alignment right and stand an edge above their competitors. For instance, the message the company is passing across should be clear and consistent enough to build trust.
Shane asserts that it is the incredible real human connections at Intercom that pushed him to join the company. The company's clear focus on its core products and things like its logo makes it stand out.
Two Approaches to Marketing Messaging
Most marketers struggle with building effective marketing messages as they don’t focus on their product functions or what the products actually do.
He uses an approach where marketers focus their messaging on the impact of their products. In essence, customers will repay with loyalty if they are satisfied with the products at their disposal.
Shane also recommends marketers to grasp the key insights that make their brands and businesses grow. For instance, they need to develop a campaign concept and be able to communicate their emotional and functional brand positioning. The campaign they embark on should bring the ideas they embrace to life.
Consistent Messaging & Clear Differentiation
For Shane the idea of consistency in messaging is imperative to all marketers and the growth of a business. He advises marketers to have a clear differentiation that will help their businesses stand out in a crowded market.
Through consistent messaging, marketers should communicate the same message and with clarity. Your target audience or employees should understand the same message.
By being different you will be able to spend more to attract more customers and add new products your competitors can't offer. With a clear differentiation, you will subtract something and push your business to a higher rank. You can also speed up your offers and even raise your prices to rank at the top in a competitive market.
Connect with Shane Murphy-Reuter
To learn more about marketing, the concepts to embrace and how to stand out in a crowded market, it's easy and convenient to connect with Shane on his website, Twitter or LinkedIn.
Marketing Tool Of The Week : Heap.io
Tool description
Heap.io is a product analytics platform that help you track and use your audience behavioral data for product development and optimization.
It allows you to can retroactively name and manage user interactions/event without coding.
Heap.io - Overview Dashboard
It provides meaningful insights about the way people interact with your products, which helps you improve your acquisition & retention efforts, by creating a secure product experience.
Heap.io provides a unique approach by storing all user's interactions and analyzing them fast. The data is real-time, meaning that your reports are accurate and timely.
Heap has an easy interface, being easy to assemble queries and reports of all kinds. You will be able to access a complete dataset of user behavior.
Features
Let's take a closer look at the main features and benefits of this tool:
Capture all user data - it automatically captures all user data, including every click, swipe, tap, pageview, and fill. You will have access to all this without having engineers write elaborated codes. This data will provide you useful insight about your visitor journey on your website, finding out the strengths and weaknesses of the user experience.
Virtual events - you can manage your product data, by retroactively name and manage customer interactions. You can apply multiple labels to raw data without compromising it. This possibility gives you flexibility while keeping your dataset and your analyses clean and trustworthy. Virtualization is a smarter approach to analytics.
Heap.io - Retention Dashboard “Easily Create Retention Reports Curves”
Data governance - your data is safe and controlled with Heap Analytics. It provides for you reliable data with full control for viewing, modifying, and reporting. You can also keep your account clean and organized with categorized events, segments, reports, etc.. You can easily control who has access to your data, making sure that information is protected. Also, you can keep a current dataset, with the help of useful tools such as event page views, version control, and verification.
Security and compliance - this tool takes security very seriously, and you want this for your analytics provider. They invest in security technology, certifications, and personal training. Your data is safe and secure while you are using Heat Analytics, and this is a highly important feature.
Pricing
Heap Analytics has three pricing categories, as follows:
Free - for small businesses and side projects;
Growth - available for start-ups with under 20 employees;
Enterprise - for companies that rely on customer data and behavioral analytics.
You can contact them, depending on the business you run and get the exact price.
Heap.io - Pricing Page
Audience
We recommend Heap analytic for Marketers & Product Managers willing to have a better understanding of their product and websites retention and activation curves. It is a useful tool that provides deep insight into consumer behavior.
Alternatives
Here are some alternative to Heap Analytics,
Pendo - Similar Functionality Complex on-boarding process. According to G2 reviewers, in comparison with Heap.io, is slower to reach ROI, but easier to do business with and has a better support.
Mixpanel - Similar outcome but a bit more complex in terms of event capturing and management. According to G2 reviewers, is slower to reach ROI and more expensive.
Amplitude Analytics - Similar Functionality and Outcomes. G2 Reviewers think Amplitude is more usable and has a better at support