bridging the gap between crm and digital marketing - in 5 steps

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BRIDGING THE GAP BETWEEN CRM & DIGITAL MARKETING

5 STEPS TO BETTER ENGAGE CUSTOMERS AND DELIVER EXCEPTIONAL CUSTOMER EXPERIENCE

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1+1 = 3

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USING CRM DATA FOR BETTER TARGETED ADVERTISING

Customer leased the car one year ago and manufacturer has her name + postal address

Now, Customers are found and targeted just before they must renew their leases.

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USING ONLINE DATA TO PERSONALIZE COMMUNICATIONS

Purchase history and customer preferences determine customer segment and offer. Suddenly, customer shows interest in toothbrushes on website or in app.

Now, customer receives

more relevant offer, in the

moment

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HOW? FIVE STEPS #

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#2. Create integrated journeys

#3. Be(come) a data scientist

#4. Small steps. With a vision.

#5. Always be testing

#1. Make fr iends across si los

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#1. MAKE FRIENDS ACROSS SILOS

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Before: Since 2013:

…

CRM Online …

AT A MAJOR TELCO

…

Online

CRM

…

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ORGANISATIONAL GAP

POTENTIAL CRM/CVM Value Management Building relations Cross/up/deep/retain

Online/eCom Acquisition Management

Direct response # and % conversions

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#2. CREATE INTEGRATED CUSTOMER JOURNEYS

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ING DELIVERS “NEXT BEST OFFERS” IN REAL TIME

NBA on website Personal advice

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ING DELIVERS “NEXT BEST OFFERS” IN REAL TIME

o  Response rates x3 o  Annual cost reduction 35% o  Leadtime from 21 to 4 weeks

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CUSTOMER EXPERIENCE MANAGEMENT “ON THE GO”

o  Find dropoff moments o  Replay individual journeys o  Optimize value of each visit

Tealeaf  so)ware,  www.tealeaf.com    

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#3. BE(COME) A DATA SCIENTIST

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WEHKAMP RETARGETING & PERSONALISATION

Targeted banners: o  15x better ROI o  5x better CTR

Personalised e-mails: o  23% higher openrate o  68% higher CTR o  67% less opt-out o  271% higher sales-per-send

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Explicit Profile

Implicit Profile

Response Profile

Session Profile

Journey Profile

Customer Metadata

☺  NAWE:  Bonuskaart,  E-­‐mail,  naam,  adres,  lee=ijd  +  Voorkeuren  +  Feedback  +  Social  media  content  

1

2

3

4

5

0

CUSTOMER PROFILING SCORECARD

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Explicit customer profile Customer maintained profile: name, address, email, settings, favourites, configurations, preferences, product ratings, reviews, Q&A, UGC, Social Media Content Implicit customer profile Supplier maintained behavioural profile: online transactions, offline transactions, product use, service use, interactions, socio-demographic data, psychographic data Response-profile Stimulus-reponse-data related to functionalities and campaigns. Include contact history, interaction pressure, campaign response, stimulus-sensitivity

Session-profile Real-time behavioural data: referring site, location, campaign exposure, use of site functionalities, customer intent Customer journey profile Longitudinal cross channel behavioural data: multi stage decision process identification, microconversions, engagement Customer meta data Analytics generated customer data: recency/frequency/value profile, LTV-profile, segmentation, engagement scoring, attitudinal scoring, sentiment scoring

CUSTOMER PROFILING SCORECARD (2)

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#4. SMALL STEPS. WITH A VISION.

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DIGITAL CRM STRATEGY ROADMAP

2012 2013 2014

Phase 1 Phase 2 Phase 3 Phase 4 Phase 5

Vision & Strategy Basics Quick Wins Customer Value Life Time Value Customer Journey

Customer Contact Strategy

Program Prospect Welcome

Order Follow Up Churn / Retention

EDM: abandoned cart EDM: customer journey

Win back EDM: behavioral events

Campaigns Bulk communication Simple segmentation

Segmentation Multi channel Personalized Real time Interactive

Insights

Reports Hi-prio KPI’s All KPI’s Dashboards Balanced Scorecard

Analysis RFM Basic Segmentation Advanced Segmentation

LTV Behavioral segmentation

Value drivers Loyalty drivers

Share of Wallet Life style segmentation Engagement scoring

ROMI analysis

Marketing Performance Improvement

Monitor basic KPI’s Set up test- and control groups

Simple A/B testing

Advanced A/B testing Multivariate testing campaigns Advanced A/B testing programs

Multivariate testing programs ROMI optimization

Customer Data Integration

Registrations Transactions

Customer Profiles Contact history

Survey data Campaign feedback data Integrate business units

Web data Social media data Competitor data

External environment data

(example Roadmap)

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#5. ALWAYS BE TESTING

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VODAFONE INCREASED CONVERSION BY 378%

Optimize e-mail +233%

Differentiate +43%

Net conversions +378% In 5 months

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LEARNINGS

o  Design optimization pays off (!) o  Source predicts behaviour o  Personalize on click behaviour o  Segmentation on opened vs clicked

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Customer VALUE

1. Set Goals

2. Set KPI’s

3. Plan

4. Prepare

5. Contact

6. Follow up 7. Monitor

8. Optimize

9. Report

10. Analyze

11. Discuss

12. Improve

MARKETING PERFORMANCE IMPROVEMENT CYCLE

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#2. Create integrated journeys

#3. Be(come) a data scientist

#4. Small steps. With a vision.

#5. Always be testing

#1. Make fr iends across si los

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1+1 = 3 3

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Questions! TWITTER: @LARSCRAMA EMAIL: LARS.CRAMA@2ORGANIZE.COM PHONE: +31 6 51506820

Visit the IBM Booth

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o  http://experiencinginformation.wordpress.com/2010/05/10/customer-journey-mapping-resources-on-the-web/ o  http://public.dhe.ibm.com/common/ssi/ecm/en/zzw03183usen/ZZW03183USEN.PDF o  http://public.dhe.ibm.com/common/ssi/ecm/en/zzc03039usen/ZZC03039USEN.PDF o  http://www.ibm.com/smarterplanet/global/files/be__en_be__commerce__unica_casestudy_ing_021910.pdf o  http://matthewsonmarketing.com/2013/01/22/chapter-21-showing-results-romi-dashboardskpis-and-forecasting/ o  http://desonance.files.wordpress.com/2012/07/cxexample_highres_desonance.pdf o  http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-

father-did/ o  http://www.adexchanger.com/data-exchanges/with-getonboard-liveramp-blurs-the-lines-between-crm-and-

advertising/ o  www.tealeaf.com

REFERENCES

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visit www.2organize.com