As the world's largest mobility retailer and one of the biggest oil and gas companies, Shell's growth goals are equally monumental: double their retail business within ten years. In this webinar, James Johnstone (Head of Global Customer Insights at Shell) will share how their market insights platform, CI Heartbeat, empowers them to help their resource-challenged marketers reach their ambitious commercial targets by working smarter, not harder.CI Heartbeat, powered by Market Logic, is home to over 40,000 secondary sources as well as primary research documents and concept tests. They are enabling marketers to self-serve information themselves, instead of requesting it from the insights team. This means no waiting time, as questions go directly to the platform, and so far, it's working: user engagement is impressive with up to 60% repeat visit rates. Marketers are also enticed back to the system with engaging knowledge zones easy-to-browse, magazine-style webpages on strategic topics carefully curated by James' team. They can also build their own.In addition, marketers commission new research in local markets; James and his team provide guidance and support with an insights wizard. Instead of trying to stop marketers from conducting local research, the wizard guides them through the process, helping to select the best methodology and sending the completed, best practice research brief directly to the recommended supplier. Once they're ready, the supplier imports all results back into the system, so everything stays in the same place.
The 3 takeaways of the presentation:- Learn how to influence short-term and long-term decision-making within the organisation.- Determine how to design insight reports that connect with different audiences.- Uncover the benefits of flexibility within methodological consistency.
The 3 takeaways of the presentation are:- Hear why insights-driven experimentation is a powerful way to demonstrate the potential business impact of the insights organisation, beyond simply influencing decision making via desktop research, surveys, or qualitative research.- Experiments often fail. If that isn't true at your organisation, you are doing something wrong.- Know that there is value to be learned from failure, in both expected and unexpected ways.
Learn, share and try out techniques which position Insight teams as the catalyst for change within organisations based on Sky's Customer Closeness strategies.
Take advantage of the world's leading expert in insights marketing to find out precisely what it takes to raise your profile, create a distinctive brand, tell motivating stories and get the most from your budget.