Executive discusses new ways to connect with customers
Posted by Elena del Valle on February 27, 2015
Igniting Customer Connections
Photos: Wiley
Andrew Frawley, president, Epsilon, has 30 years of marketing experience. He is convinced the old methods of marketing are behind us. He seeks to establish an emotional connection with customers and engage with them in “effective ways that achieve impressive repeatable results.”
Toward that goal he commissioned proprietary research.
The findings lead to what he calls Return on Experience x Engagement or ROE 2, an approach to produce profitable customer connections and measure marketing results. In Igniting Customer Connections: Fire Up Your Company’s Growth By Multiplying Customer Experience & Engagement by Frawley (Wiley, $28), published October 2014, he describes his ideas about marketing to build connections to match today’s technology and consumers.
Andy Frawley, author, Igniting Customer Connections
The 240-page hardcover book is divided into 21 chapters and three main sections. Part one, Connect with Your Customers Now, explains the approach and how it differs from the traditional return on investment concept. In ROE 2 Research and Insights he explains how it works, illustrating the research and interviews with executives. In An ROE 2 Primer, the third section, he discusses content, channels, measurement and segmentation, and technology as well as consumer privacy issues.
He believes marketers will require new analytical skills to take advantage of Big Data as the depth and breath of information expands. When it comes to consumer privacy, he suggests intelligent anonymity where a marketer has extensive information about a consumer without knowing who he or she is. He indicates in the book that best in class marketers don’t associate consumers’ individual information with cookies, and ensure consumer data remains only within the client’s possession. He proposes in Chapter 20 that marketers address consumer privacy with “transparency, knowledge, respect and responsibility.”
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