TechBytes with Trae Clevenger, EVP Analytics and Chief Strategy Officer, Ansira

Trae Clevenger - Ansira
Trae Clevenger, Ansira

Trae Clevenger
EVP Analytics and Chief Strategy Officer, Ansira

What is one way to achieve business success in 2018? Most CMOs feel companies that are leveraging intelligence at every interaction to acquire, grow and retain best customers would be at the to. Data intelligence ensures channel partner empowerment, delivering long-term profitability to B2B clients. Ansira offers cutting-edge marketing solutions, making every customer interaction count. To better understand the core tenets of Ansira’s Business Strategy services and their study of the inflection points along the customer engagement journeys, we spoke to their EVP Analytics and Chief Strategy Officer, Trae Clevenger.

Tell us about your role at Ansira and the team you handle.

I am the Chief Strategy Officer at Ansira where I lead and assist the Analytics and Strategy teams. Our strategy team works to develop our services to effectively solve clients’ business challenges, providing data-driven solutions that enable them to get closer to their customers. Our analytics team works to dive deep into customer data and decipher what is and isn’t working for our clients, enabling us to provide insight and solve business challenges in the most productive way possible.

What are the core tenets of Ansira’s Business Strategy services that help business leaders in developing future-ready marketing programs?

Everything we do at Ansira begins with the customer journey. We work, using data, to truly understand the customer and how a brand can support each customer in their journey over time. We focus on helping our clients acquire an understanding of their customers and exactly how customer-centric they are as a brand. We analyze the client’s goals and address what challenges must be solved to reach them so that our clients can achieve maximum business performance.

How do you bring together different sets of data into building marketing technology services?

Again, for Ansira, it’s all about using data to understand the brand’s customer and their journey. We gather 2nd and 3rd party data in the marketplace and connect it to the client’s own 1st party data. By doing this, we can truly enrich the data and ensure that we are delivering the best insight possible.

We then use analytics to create profiles and segmentation to understand how, when, and where customers need to be served, and we apply the perfect solutions to meet these needs. We use the right data to inform customer strategy, technology, content and experiences — Everything is data driven.

How have customer intelligence metrics evolved over the past two years with new- age engagement and commerce touchpoints?

When digital first came about, it came with the promise that more consumer metrics could be measured. These digitally enabled metrics focused on behavioral measurements, such as clicks and views. Now, there is a demand for connecting these metrics to sales in order to prove that this communication with consumers is bringing in dollars. Today’s metrics are focused on displaying the overall business impact and less about delivering simple engagement metrics.

Tell us about the inflection points along the customer engagement journeys that marketers need to act for better business returns?

Inflection points change depending on the segment and the brand. For example, the inflection points for a customer looking to buy a car will be vastly different from a customer who is simply going to the grocery store. Each customer journey is very unique, so we must use data and intel to better understand these inflections points and better understand what the customer needs at each point along their journey.

How deep is Ansira into AI/ML technologies? How do you see customer engagement journeys disrupted with the incoming of AI-driven marketing platforms?

Ansira is very involved in AI/ML technologies. We have several data science experts who speak at conferences on this technology, and we use these advanced technologies to help support the customer journey. We have our own algorithm, which we built and operate for many clients. Commonly referred to as “Annie,” this algorithm tracks how customers are behaving, when they are buying, and what they’re buying to help uncover who they are. This allows us to create a detailed customer journey, and based on this insight, Annie helps us identify the next best action for each individual. This technology gives us the opportunity to better understand the customer journey and in turn help brands achieve their overall goals using data.

Thanks for chatting with us, Trae.
Stay tuned for more insights on marketing technologies. To participate in our Tech Bytes program, email us at news@martechseries.com

Tell us about your role at Ansira and the team you handle.

I am the Chief Strategy Officer at Ansira where I lead and assist the Analytics and Strategy teams. Our strategy team works to develop our services to effectively solve clients’ business challenges, providing data-driven solutions that enable them to get closer to their customers. Our analytics team works to dive deep into customer data and decipher what is and isn’t working for our clients, enabling us to provide insight and solve business challenges in the most productive way possible.

What are the core tenets of Ansira’s Business Strategy services that help business leaders in developing future-ready marketing programs?

Everything we do at Ansira begins with the customer journey. We work, using data, to truly understand the customer and how a brand can support each customer in their journey over time. We focus on helping our clients acquire an understanding of their customers and exactly how customer-centric they are as a brand. We analyze the client’s goals and address what challenges must be solved to reach them so that our clients can achieve maximum business performance.

How do you bring together different sets of data into building marketing technology services?

Again, for Ansira, it’s all about using data to understand the brand’s customer and their journey. We gather 2nd and 3rd party data in the marketplace and connect it to the client’s own 1st party data. By doing this, we can truly enrich the data and ensure that we are delivering the best insight possible.

We then use analytics to create profiles and segmentation to understand how, when, and where customers need to be served, and we apply the perfect solutions to meet these needs. We use the right data to inform customer strategy, technology, content and experiences — Everything is data driven.

How have customer intelligence metrics evolved over the past two years with new- age engagement and commerce touchpoints?

When digital first came about, it came with the promise that more consumer metrics could be measured. These digitally enabled metrics focused on behavioral measurements, such as clicks and views. Now, there is a demand for connecting these metrics to sales in order to prove that this communication with consumers is bringing in dollars. Today’s metrics are focused on displaying the overall business impact and less about delivering simple engagement metrics.

Tell us about the inflection points along the customer engagement journeys that marketers need to act for better business returns?

Inflection points change depending on the segment and the brand. For example, the inflection points for a customer looking to buy a car will be vastly different from a customer who is simply going to the grocery store. Each customer journey is very unique, so we must use data and intel to better understand these inflections points and better understand what the customer needs at each point along their journey.

How deep is Ansira into AI/ML technologies? How do you see customer engagement journeys disrupted with the incoming of AI-driven marketing platforms?

Ansira is very involved in AI/ML technologies. We have several data science experts who speak at conferences on this technology, and we use these advanced technologies to help support the customer journey. We have our own algorithm, which we built and operate for many clients. Commonly referred to as “Annie,” this algorithm tracks how customers are behaving, when they are buying, and what they’re buying to help uncover who they are. This allows us to create a detailed customer journey, and based on this insight, Annie helps us identify the next best action for each individual. This technology gives us the opportunity to better understand the customer journey and in turn help brands achieve their overall goals using data.

Thanks for chatting with us, Trae.
Stay tuned for more insights on marketing technologies. To participate in our Tech Bytes program, email us at news@martechseries.com

Previous ArticleNext Article

Leave a Reply

Your email address will not be published. Required fields are marked *

Sign up for MarTech Series’ Free Newsletter

We are a must-read Martech publication, bringing you News, Interviews, Insights, Research, and Trends about B2B Marketing. Subscribe to our free newsletter to keep up with the latest in Marketing Technology.
Company Email Address
Secure and Spam free...