danone nutricia case - the data-driven mothers journey by christopher nash, sitecore

Danone Nutricia Case -The Data-Driven Mother's Journey

September 22, 2016

Chris Nash - @chrisnashSitecore Business Optimizations Strategies

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 2

About me


Consumer Foods Industry – Early Life Nutrition


The business challenge


The customer challenge - new behaviors

5

Technologybehaviors

Information

Situation

ConcernsSocial

Store

Needs

Products


Decisionmoments

Switchmoments

Decisionmoments

Switchmoments

The Mother’s Journey – customer POV


Age-stagesegments: Pre-conception Pregnancy Baby Toddler

Services & Tools:• Baby-allergy test• Recipe generator• Chat with nutritionist • Shop • Become member• My NutriciaAnd our newest Body & Mind

Content 4-6 months:• Breastfeeding• First spoon• Back to Work

Touchpoints-segments:

Moments of truth

Thoughts and feelings

Nutritional Changes

Baby Development

Activity

Decisions

The Mother’s Journey – operational map


Website MobileApp Events+DM Magicmirror POS Vendingmachine

Contactcentre

CustomerExperiencePlatform

Omnichannel solution

Connector


nutriciavoorjou.nl & nutriciababy.be


Xccelerate Process

Xccelerate – People, Process & Technology


CX data is cross-channel data that is instantly accessibleand can be used to shape customer experiences

– in the moment of a given experience

Data that reveals a customer’s intent … and what is meaningful & relevant as a customer experience progresses…

Needs

Preferences Filters

Turn On’s

DecisionMoments

TruthMoments

Turn Off’s

Knowledge

What is Customer Experience Data?


Channel

Device

Campaign

Recency

Pages

Interests

Behaviors

Goals

Outcomes

ExperienceDatabase

Social

Mobile

Named

Facebook

Date / Time

Member

Consider

Baby

Baby dev.

Feeding Schedule

Experience

Connected Data(e.g. Social)

Fiona May Smith

Anonymous

Experience

Paid

Mobile

AdWords

Date / Time

Calculate

Discover

Baby

Nutrition

Bottle feeding

Experience

Search

Desktop

Known

Date / Time

Allergy Test

Research

Baby

Well being

Bottle size

Explicit Data

CX data – marketing’s single view of the customer

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

Nutrition

Ailments

Emotional well being

Breastfeeding

Bottle feedingBaby development

First pregnancy

Pregnant again

Back to Work

Pre-Pregnant

Pregnant

Baby 0-6 MonthsBaby7-12 Months

Toddler

Nutrition

Ailments


Breastfeeding


First pregnancy

Pregnant again

Back to Work

Pre-Pregnant

Pregnant


Toddler

Nutrition

Ailments


Breastfeeding


First pregnancy

Pregnant again

Back to Work

Pre-Pregnant

Pregnant


Toddler

Pre-Pregnant

Pregnant


Toddler

Nutrition

Ailments


Breastfeeding


First pregnancy

Pregnant again

Back to Work

Pre-Pregnant

Pregnant


Toddler

Nutrition

Ailments


Breastfeeding


First pregnancy

Pregnant again

Back to Work

My Situation Profile Interest Profile

mobile

Profile pattern match Profile pattern match

Analytics & Personalization

��R

EAL-

TIM

E P

RO

FILI

NG


Example – CareLine Goal Personalization

If profiled as interested in pre-

pregnancy

If profiled as interested in

pregnancy

Visit progression

Personalization – intent and relevancy


Example – CareLine Goal Personalization

If visit matches nutrition pattern in a theme or where page

“food during pregnancy is visited”

Personalization example – behavior and relevancy


Original - Default

Personalization Variant

Personalization rule: if child greater than 6 months

Nutrilon is always available online

Especially for your child from 6 months

Always available online. At 20:30 tomorrow to buy the house, the dispatch is free.

At 20:30 tomorrow to buy the house, the dispatch is free.

67% increase in purchases vs

default

Personalization – relevancy increases sales


Original - Default

Test Variant

26% conversion rate uplift vs. original

Nutricia is always ready for you

Register now and receive a free gift!

A/B testing – increase marketing ROI


Pregnancy (35) Baby (44) Toddler (12)• Email streams per

segment

• Scheduled recurring emails based on due date or birthdate

• Three emails categories

• Effective with generating engagement

Email – engagement & personalization


Segment Using Komfo Connector

Facebook Custom Audience

Engagement in “Nutricia for you”

Nutricia & Komfo Connector for Sitecore

Segment = Non memberGoal = Pregnancy sliderPattern = Pregnancy interestTheme = Nutrition interestVisit count => 5

Call to Action “Become a member -Learn about pregnancy & early life nutrition”

Call to Action“Register - NvJ is convenient, useful knowledge wherever and whenever you need it”


Segment Using Komfo Connector

Facebook Custom Audience

Engagement in “Nutricia for you”

Nutricia & Komfo Connector for Sitecore

Segment = MemberGoal = Purchase not completePattern = Baby interestTheme = Feeding interestExplicit data => baby 7 mths

Call to Action “Visit us - resource Nutricia is there when you need it”

Call to Action“Visit the shop – we havereliable availability”


“With average growth of 75% each month, and average monthly rebuy growth of 140%, we’re very pleased with the results we’ve seen so far and we’re confident of continued growth in the future.”


Time to migrate to EXM 3.0 - 1 month

100 different emails

1.5 million emails per month

Email open rate - 46%

Email click through rate – 28.5%

Reducing from three agencies to one (own digital team)

Total annual cost saving 325K EUR

Results

danone nutricia case - the data-driven mothers journey by christopher nash, sitecore

Marketing