bringing the digital channel to the enterprise
TRANSCRIPT
© 2009 WEBTRENDS INC. ALL RIGHTS RESERVED.
Bringing the Digital Channel to the Enterprise: Create a Better Customer Experience
Bob Bongo, Webtrends
Paul Barrett, Teradata
The Today’s Customer Journey Is More Complex
• 71% of store purchases start online– 51 % online shoppers research products on the web, but
buy in store– 26% of online shopping carts are abandoned because the
customer wants to buy in a store• 74% of customer calls start with an online activity• Customers are dissatisfied by cross-channel
experience– 44% of Store-to-Web interactions are rated poor to very
poor– 51% of Web-to-Store interactions are
rated poor to very poor
3 Out of 4 Customers Cross-channels
Webtrends Solutions Teradata Data Warehouse
• Captures data web interactions– Visitor Information– Visit Data– Behavioral Data
• Traditionally Web Analytics used for channel specific performance
– Web Operations– Web Content and Process Design– E-Commerce Optimization
• Customers now need Multi-Channel marketing and Campaign Optimization
• Enterprise Perspective– Customer– Transaction– DCM / SCM
• Web is increasingly important to understanding customers, campaigns and channels
• Enterprise performance needed for– Complex Integration– Web Volume Scalability– Speed of Analytics– Scope of Action
Two Great Tastes that Taste Great Together
DRIVE REVENUE• Offline insight to drive online sales• Online influence to generate offline sales• Leverage cross-sell, up-sell opportunities
Learn from your high-value customers
Joined email list
Visits website weekly Online loan application
Frequent commenter
Learn from your high-value customers
Premium checking
Met financial advisorJoined email list
Frequent commenter
IMPROVE SATISFACTION• More relevant and effective interactions• Identify churn patterns to boost retention
ONLINE
OFFLINE
The path from a happy customer to a lost one
HAPPY CUSTOMER
LOST CUSTOMER
!
!!
!
!
!
You may be too late to retain thecustomer with only half the data
!
!
!
!
INTERVENE!
!
ONLINE
OFFLINE
HAPPY CUSTOMER
LOST CUSTOMER
Intervene early to ensure satisfaction
!
!
!INTERVENE
ONLINE
OFFLINE
HAPPY CUSTOMER
LOST CUSTOMER
Your online data says “no”
LEAVES SITEYOUR SITE
VISITOR
ONLINE AD
ONLINE
OFFLINE
OFFLINE STORE
Your integrated data tells you “yes”
LEAVES SITEYOUR SITE
VISITOR
ONLINE AD
ONLINE
OFFLINE
OFFLINE PURCHASE
$
Your integrated data tells you “yes”
OFFLINE STORE
LEAVES SITEYOUR SITE
VISITOR
ONLINE AD
ONLINE
OFFLINE
• Understanding true bottom-line performance of campaigns
• Cross selling to customers based on web browsing behavior
• Eliminating competition between channels
Largest U.K. Bank
• Identifying high- value customers by offline and online behaviors
• Customer service optimization IVR tagged with Webtrends
• Daily integration into EDW for search/purchase abandonment retargeting
$1 Billion Travel Company
• Strong technical partnership provides the unique ability to integrate online and offline data:– Introduce added intelligence into online channel
– Apply intelligence to increase relevance/effectiveness of online marketing
– Inject ‘online intelligence’ into offline channels– Apply intelligence to increase relevance/effectiveness of offline
marketing
– Measure the REAL impact of their online presence through conversions
Webtrends + Teradata = Value to Customers
WebsiteMobile Site
ApplicationsMobileIVRSet Top BoxFacebookVideo
Tag
WTOD- Redundant DCSDC Servers
SDC Files
SDC Log File delivery SFTP
Web Analytics
Visitor Data Mart
Named QueriesData Scheduler
Data Scheduler/ SFTPREST API
Data Collection API
Adaptor
Webtrends Open Architecture
Step 1Source Web Analytics File
Step 2
• Business needs assessment• Identification of data needs
– Tagging/data collection gap analysis including custom fields• Data collection and file delivery testing• Mapping online data into Teradata IWI physical models
– Load data into staging table(s) using Teradata standard load utilities– Processes the desired Webtrends fields and populates them into Teradata’s IWI physical
data model– Web analytics data populates 4 subject areas, 25 tables and unlimited fields
Webtrends and Teradata IWI Offering
Teradata Interactive Marketing Framework
Visitor = Registered
Visitor = VIP
Basket = Abandon
Store = Purchase
SKU = iPhone
Campaign = Upgrade
Offer = Free Data
Email = Send
CMS = Campaign X
OBTM = Call
Next Best
Action
Next Best Action Campaign for Abandon Basket /In-Store Purchase
Next Best Action Campaign for Abandon Basket /In-Store Purchase
Visitor = Registered
Visitor = VIP
Survey NPS=No
CS Call =Trouble
Network = 4 Drops
Campaign = Save
Offer = Free Month
Email = Send
CMS = Chat
IBCC = Executive
Next Best
Action
WEBConquer the
complexity of multi- channel marketing
with 10 pre-built data sourcing toolkits and
partnerships with leading web analytics
companies
INTEGRATED
IWI
Enhance your marketing visibility with the Best Database for Analytics.
Create new transparency into customers and campaigns across channels. INTELLIGENCE
Ignite your ingenuity with Best of Breed CRM, Data Mining
and Analytics Applications
Online / Offline; One Without the Other Is Half the Picture
• You could look at visitor history, identify past visits and pass behavior data to all channels.
• You could track repeat customers using Google Paid Links as entry page and change profitability.
• You could see self-service exits and change treatment at the routing, agent and skill.
• You could update LTV, Profitability, Volatility scores after every web visit.
• You could ignite ingenuity in campaigns, offers, CRM, optimization.
What If:
• Limit the sources for initial integrations• Focus on critical data to drive action• Set clear goals and measure your progress• Clearly define data itself, how it will be used, and
what the value is• Engage domain experts
Tips for Successful Integration of Online and Offline Data
Thank You!
Bob BongoDirector of Channel Sales, [email protected]
Paul BarrettDirector of Global Industry Solutions, [email protected]
5Data is
integrated with offline data by
customer, campaign,
geography, etc.
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432Data is put in the DW with IWI Adaptor
Physical Data Model
1Webtrends
Collects Visitor, Visit, Behavior and
Context Information