customer engagement through data driven display marketing
DESCRIPTION
Presentation by Gourav Chindlur during China Foreign Trade E-Commerce Meeting 2012 and 2nd FTF Annual Meeting 2012 held at Guangzhou, ChinaTRANSCRIPT
CUSTOMER ENGAGEMENT THROUGH DATA DRIVEN DISPLAY MARKETING
Gourav Chindlur Co-Founder and COO
Vizury
CUSTOMER ENGAGEMENT IS CRITICAL TO BUSINESS SUCCESS
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Large number of Brands/Choices available to customers
Lengthy purchase path, Consumers can drop off at any stage
Businesses to need spend money upfront, budget leaks
New customers at scale, Repeat Purchases is Key
Budget Leaks
70%+ of traffic from paid marketing
95%+ visitors leave without engaging
Your Website
PERSONALIZATION IS THE KEY TO EFFECTIVE CUSTOMER ENGAGEMENT
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Traditional Data & Analytics – Aggregated Data
New Age Data & Analytics – Individual Data
Track, understand every individual based on
his/her needs, preferences and behavior
Personalize the user experience at every touch
point including your website, social properties
and especially your marketing activities
LEARN ABOUT YOUR CUSTOMERS AT EVERY DIGITAL TOUCHPOINT
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WEBSITE VISITOR DATA
DATA FROM SOCIAL MEDIA PROPOERTIES CRM DATA
MOBILE APP DATA 3rd PARTY DATA (Price Comparison Website)
PREVIOUS MARKETING CAMPAIGN DATA
REACH USERS THROUGH MULTIPLE AVENUES IN REAL TIME
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CASE STUDY – NETSHOES
Among Brazil’s largest eCommerce Company
Among Brazil’s largest spender on digital advertising
Sell more than 70,000 products
Almost 1,000,000 Unique visitors per day
GOALS
Maximize results from SEO, Affiliate, SEM Marketing campaigns Performance in LATAM and other markets Engage users for improved brand awareness and recall
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HOW WEBSITE VISITOR DATA WORKS FOR MARKETING?
2. Drops off, Continues browsing other sites 1. Prospect searches for a product/s on your site
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3. Engage
Prospect with Personalized Banners
4. Single Click takes
prospect back to the site & convert
EXAMPLE – PERSONALIZED CREATIVE BANNERS
Product Image
Call to Action
Offer Price
Brand, Product & Description
Recommendations
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CAMPAIGN RESULTS
**As per data provided by the customer & Campaign statistics
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Std. Re-targeting
Std. Re-targeting
Std. Re-
targeting
Std. Re-
targeting
CASE STUDY – CHINESE EXPORT B2C CLIENT
China’s major export B2C eCommerce
Company
More than 50,000 SKU’s
Over 100,000 Unique visitors per day
GOALS
Maximize results from SEO, Affiliate, SEM Marketing campaigns
Target users across the world Deliver highly pertinent, personalized messages
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EXAMPLE – PERSONALIZED CREATIVE BANNERS
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CAMPAIGN RESULTS
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**As per data collected using Campaign statistics
ESTABLISHED: 2008, December HQ – Bangalore, India
Privately Held
BUSINESS: Digital Marketing (Technology)
OPERATIONS: India, China, S.E.Asia, Japan, Aus/NZ, Brazil, Poland, M.East, Spain
VC FUNDED: Nokia Growth Partners Inventus Capital & Ojas Ventures
Vizury
Empower businesses to engage their customers and prospects in a 1:1 marketing dialogue by unlocking the value of their digital data through our proprietary technology platform
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Visitor Relationship Management (VRM) –
ENTERPRISE CLASS FULLY MANAGED HIGHLY FLEXIBLE RESULT DRIVEN
E- COMMERCE COMPANIES ENGAGING CUSTOMERS WITH VRM
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Vizury China Office #1608, Building 6, Wanda Plaza, 93, Jianguo Road, Chaoyang District, Beijing
Gourav Chindlur Co-Founder and COO
Jack Wu Head BD China