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ANALYSER LE COMPORTEMENT DES CONSOMMATEURS POUR OFFRIR UN PARCOURS PERSONNALISE… ET MAXIMISER LE ROI Arianna Galante, Directeur Général France / Director of Agency Dept. Paris, 30 janvier 2013

@contactlab @digitalzia #EMP2013

This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

Plus de 1.000 clients

Plus de 40 millions d’emails et 400 campagnes routés par jour

15 ans d’expérience

Plus de 120 experts dans l’email marketing

5 bureaux à Milan, Paris, Munich, Londres et Madrid

1 positionnement unique :

• Technologie : Routeur

• Créativité : Agence

• Analyse : Business Intelligence

CONTACTLAB EN BREF

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

CONTACTLAB EN BREF

Stratégies de communication digitale

Sites / mini-sites

Sondages Jeux concours Emails Médias sociaux

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CONTACTLAB EN BREF

Accompagnement complet

reporting et analyse

déploiement et testing

stratégie

création

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

CONTACTLAB EN BREF

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

Conçue et développée par ContactLab

Collecte et archive des milliers d’emails chaque jour o 4 000 000 de newsletters o 15 000 announceurs o 5 langues o 20 secteurs d’activité

Permet de suivre de près et en temps réel l’activité email marketing de vos concurrents sans devoir vous inscrire à des dizaines de newsletters Disponible en version beta gratuite

VEILLE CONCURRENTIELLE (NewsletterMonitor)

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

ANALYSER LES COMPORTEMENTS DES CONSOMMATEURS

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

A la bonne personne Personnalisation Segmentation

Au bon moment Suivre le cycle de vie du consommateur Observer le comportement Calibrer timing et fréquence

Respecter les préférences et les habitudes de consommation Garantir une expérience cross-canal fluide

Sur le bon canal www

Le bon message Contenus à valeur ajoutée pour le consommateur Une variété de contenus, pas que de la vente !

LE MANTRA DE L’EMAIL MARKETEUR : LA PERTINENCE

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

LES SATISFACTIONS DE L’EMAIL MARKETEUR : LES RESULTATS

2012: Retour sur investissement de l’email marketing = $ 39.40

Display = $ 22.38 Search = $ 19.71

Social media marketing = $12.90 Mobile = $ 11.37

Direct Marketing Association “The Power of Direct Marketing" (2011-2012)

77% des consommateurs préfèrent recevoir des promotions par email. The 2012 Channel Preference Survey

60% des décideurs dans les entreprises pensent augmenter leur budget en email marketing.

www.strongmail.com/2012marketsurvey

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

LE DEFI : INSTAURER UN DIALOGUE DANS LE TEMPS

Point de contact

Inscription Réception

des messages

Réactivité au

message 1

Réactivité au

message 2

Réactivité au

message n

L’inscription à notre mailing list n’est que le début C’est la réactivité aux messages dans le temps qui sera déterminante pour le succès d’un programme

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

UN OUTIL PUISSANT : LES DATAS

On a des plus en plus d’informations

On est en mesure de mesurer, analyser, comprendre, calibrer non actions

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

QUE SAVEZ-VOUS DES CONSOMMATEURS DANS VOTRE BASE ?

Ce qu’ils vous disent (déclaratif) Ce qu’ils font (comportemental)

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

QUE SAVEZ-VOUS DES CONSOMMATEURS DANS VOTRE BASE ?

Déclaratif

•Ce que vous avez demandé :

• Simple adresse e-mail

• Profil sociodémographique

• Préférences

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

QUE SAVEZ-VOUS DES CONSOMMATEURS DANS VOTRE BASE ?

Comportemental Email - routeur

Site - web analytics

Offline - CRM

•Les réactions à vos messages :

• Taux d’ouverture et fréquence >> niveau d’appétence/fidélisation

• Taux de clic >> centres d’intérêt

• Conversions (site / offline) >> passages sur le site, type d’achat, valeur moyenne, abandon de panier…

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

SEGMENTATION : CRITERES

Variables socio-démo

• Homme / femme

• Age /anniversaire

• Résidence

• Situation familiale

Variables comportementales

• A ouvert

• A cliqué

• A passé x temps sur site

• A acheté produit A

• A dépensé € y

• A presque acheté le produit B

Variables temporelles

• Date d’inscription

• Dernière ouverture

• Dernier clic

• Dernier achat

L’email marketing devient de plus en plus un processus continu de dialogue centré sur chaque contact

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

EVOLUTION DANS L’UTILISATION DES PLATEFORMES DE ROUTAGE

Aller au-delà des statistiques

traditionnelles des emails

(taux d’ouverture et

de clic)

Interpréter ces variables

(réactivité, préférences,

etc.)

Les compléter avec le

comportement sur le site /

offline

Définir des programmes segmentés et automatisés

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C’est la fin du « batch & blast » ou « spray & pray » !

This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

METHODOLOGIE: SAUVES PAR L’AUTOMATISATION !

Identifier les données

disponibles

Définir les segments / messages

Créer des parcours articulés

Mettre en place

processus d’échange des

données

Automatiser le routage

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

UN PARCOURS DE COMMUNICATION COMPORTEMENTAL

ENVOI

Ouvre

Clique

Achète CONFIRMATION

D’ACHAT

UP/CROSS-SELLING

CONSEILS

SONDAGE DE SATISFACTION

N’achète pas POST CLIC

Abandonne le panier

ABANDON DE PANIER

Ne clique pas Surveiller dans le

temps INACTIFS

N’ouvre pas Surveiller dans le

temps INACTIFS

Système d’action / réaction pour suivre le parcours du contact et saisir les opportunités de communication, relance et conversion de façon pertinente

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

DONNEZ LA BIENVENUE

Et n’hésitez pas à relancer si l’offre en vaut la peine

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

DONNEZ LA BIENVENUE

Une offre immédiate Une introduction à la marque

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

PERSONNALISEZ VOS MESSAGES

Plus de 50 combinaisons :

1. Situation familiale

2. Conseils produits

3. Promotion magasin

1.

2.

3.

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

IDENTIFIEZ ET RELANCEZ LES INACTIFS

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 23

IDENTIFIEZ ET RELANCEZ LES INACTIFS

This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 24

STIMULEZ L’ACHAT POST CLICK

This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

RECUPEREZ LES ABANDONS DE PANIER

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A fashionable reminder! You have fabulous items in your shopping basket...

http://www.emailinstitute.com/email-gallery

This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

RECUPEREZ LES ABANDONS DE PANIER (et testez !)

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

CREEZ UN PARCOURS POST ACHAT

Up/cross-selling Infos sur la destination Rappel itinéraire et conseils de voyage

Sondage de satisfaction

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

CONTINUEZ A FIDELISER APRES L’ACHAT : SONDAGE DE SATISFACTION

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

CONTINUEZ A FIDELISER APRES L’ACHAT : FAITES DU CONSEIL APRES VENTE

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STIMULEZ LE REACHAT

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ANALYSES TYPE POST CAMPAGNE

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

Taux de clic

Taux

d’ouverture

Dimension des cercles : emails envoyés Intensité de la couleur : ventes

Nouvelle collection illy Art Collection par Michelangelo Pistoletto

ANALYSE OUVERTURES / CLICS / VENTES

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

Article de l’email Même article / autre

couleur, matière TOTAL COLLECTION AUTRES COLLECTIONS TOTAL

Cdes CA Cdes CA Cdes CA Cdes CA Cdes CA

Ouvertures ONLINE

OFFLINE

Total

Clicks ONLINE

OFFLINE

Total

100 X 6 X

L’INFLUENCE DE L’EMAIL SUR LES ACHATS

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Fenêtre d’influence : 30 jours

This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 34

JUSQU’A UN TABLEAU DE BORD PERSONNALISE

This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 35

JUSQU’A UN TABLEAU DE BORD PERSONNALISE

This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 36

JUSQU’A UN TABLEAU DE BORD PERSONNALISE

This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

DERNIERES CONSIGNES POUR CONCLURE

Garde à l’effet BIG BROTHER : si le ciblage comportemental n’apporte pas de la valeur, s’il est gratuit et flagrant, il

fait juste peur et nuit à votre réputation

N’oubliez pas le facteur humain : automatiser ne signifie pas déshumaniser, au contraire !

Evitez l’hyper-segmentation : alternez contenus génériques et ciblés : les besoins et les gouts évoluent et trop

segmenter peut vous priver de conversions

Testez, analysez, optimisez : c’est la seule méthode pour identifier les segments les plus captifs dans le temps

Songez toujours à la valeur et à la pertinence de chaque message

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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

ContactLab e-mail & e-marketing evolution

Merci.

Prochain rendez-vous : Les 5 tendances clés de l’ emailmarketing à ne pas manquer en 2013. - 30/01 à 14h Espace Agora

Arianna Galante – arianna.galante@contactlab.com

www.contactlab.fr

www.newslettermonitor.com

12 rue du Helder

75009 Paris

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