bridging the gap between online and crm - next generation marketing 2organize
DESCRIPTION
Next Generation Marketing starts by bridging the gap that exists between CRM and Digital Marketing. Five steps to boost relevancy in your customer interactions.TRANSCRIPT
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BRIDGING THE GAP BETWEEN CRM & ONLINE MARKETING
5 STEPS TO BETTER ENGAGE CUSTOMERS AND DELIVER EXCEPTIONAL CUSTOMER EXPERIENCE
Live-‐inar
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LARS CRAMA Vragen? Gebruik de chaBuncDonaliteit Kies: at all panelists Twi=er: @larscrama of @2organize
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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.
www.liveramp.com
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USING ONLINE DATA TO PERSONALIZE COMMUNICATIONS
Purchase history and customer preferences determine customer segment and offer. If customer shows interest in toothbrushes on website or in app…
customer receives
most relevant offer, in the moment
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HOW? FIVE STEPS #
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#2. THINK CUSTOMER JOURNEY
#3. BECOME A DATA SCIENTIST
#4. SMALL STEPS WITH A VISION
#5. BEAT YOUR BENCHMARK
#1. BREAK DOWN SILOS
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#1. BREAK DOWN SILOS
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Before: Since 2013:
…
CRM Online …
AT A MAJOR TELCO
…
Online
CRM
…
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ORGANIZATIONAL GAP
POTENTIAL CRM/CVM Value Management Building relaQons Cross/up/deep/retain
Online/eCom AcquisiQon Management
Direct response # and % conversions
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#2. THINK CUSTOMER JOURNEY
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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 reducQon 35% o LeadQme from 21 to 4 weeks
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CUSTOMER JOURNEY DESIGN AS STARTING POINT
① Customer Types ② Experience phases ③ Journey ④ Touchpoints and interacQons ⑤ Points of delight ⑥ Points of pain ⑦ EmoQons
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Customer Journey Sketchboard by Mel Edwards
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CUSTOMER EXPERIENCE MANAGEMENT “ON THE GO”
o Find dropoff moments o Replay individual journeys o OpQmize value of each visit
Tealeaf so1ware, www.tealeaf.com
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#3. BECOME A DATA SCIENTIST
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WEHKAMP PERSONALIZED RETARGETING
Targeted banners: o 15x be=er ROI o 5x be=er 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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Customer Profiling Scorecard by www.2organize.com is licensed under a CreaQve Commons A=ribuQon NonCommercial 3.0 Unported License. Feel free to use it, we welcome all feedback.
Explicit Profile
Implicit Profile
Response Profile
Session Profile
Journey Profile
Customer Metadata
☺ NAWE: Bonuskaart, E-‐mail, naam, adres, leeoijd + Voorkeuren + Feedback + Social media content
☺ TRANSACTIES ONLINE, OFFLINE + Favoriete recepten + Gebruik van appie / pickup / …. + Dichtstbijzijnde vesQging
☺ E-‐MAIL CONTACT HISTORIE + Campagne Qming + ContacprequenQe + Omnichannel contact historie
+ Huidige locaQe + Gedrag op website + Mobile app gebruik
+ Araakmomenten + Microconversies
+ Customer Journey milestones
☺ STATUS: acQef, inacQef ☺ SEGMENT: offline ,online, hybride
☺ TYPE KLANT: B2B, B2C J FACTS: best, good, occasional
+ Airmiles + Product affiniteit
+ Customer Referral Value 1
2
3
4
5
0
CUSTOMER PROFILING SCORECARD Customer maintained profile: name, address, email, seungs, favourites, configuraQons, preferences, product raQngs, reviews, Q&A, UGC, Social Media Content
Supplier maintained behavioural profile: online transacQons, offline transacQons, product use, service use, interacQons, socio-‐demographic data, psychographic data
SDmulus-‐reponse-‐data related to funcQonaliQes and campaigns. Include contact history, interacQon pressure, campaign response, sQmulus-‐sensiQvity
Real-‐Dme behavioral data: referring site, locaQon, campaign exposure, use of site funcQonaliQes, customer intent
Longitudinal cross channel behavioural data: mulQ stage decision process idenQficaQon, microconversions, engagement
AnalyDcs generated customer data: recency/frequency/value profile, LTV-‐profile, segmentaQon, engagement scoring, autudinal scoring, senQment scoring
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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)
Small steps. With a vision.
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#5. BEAT YOUR BENCHMARK
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VODAFONE INCREASED CONVERSION BY 378%
OpDmize e-‐mail +233%
DifferenDate +43%
Net conversions +378% In 5 months
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LEARNINGS
o Design opQmizaQon pays off (!) o Source predicts behaviour o Personalize on click behaviour o SegmentaQon 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. OpQmize
9. Report
10. Analyze
11. Discuss
12. Improve
MARKETING PERFORMANCE IMPROVEMENT CYCLE
2organize is a member of Oxyma Group
#2. THINK CUSTOMER JOURNEY
#3. BECOME A DATA SCIENTIST
#4. SMALL STEPS WITH A VISION
#5. BEAT YOUR BENCHMARK
#1. BREAK DOWN SILOS
2organize is a member of Oxyma Group
1+1 = 3 3
2organize is a member of Oxyma Group
VRAGEN Website: www.2organize.com Email: [email protected] Twi=er: @larscrama Telefoon: +31-‐6-‐51506820
2organize is a member of Oxyma Group
TOT DE VOLGENDE WEBINAR!