eday12 stijn van aert efocus
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Online maturity check & challenge An introduction in online maturity thinking
eDay October 25th, Rotterdam
Stijn van Aert (Online strategy lead eFocus )
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Al 10 jaar hetzelfde feestje
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Van bedenken….
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You know how you see a show car, and it’s really cool, and then four years later you see the production car, and it sucks? And you go, what happened?
Steve Jobs
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…naar realiseren
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“Combine empathy for the context of a
problem, creativity in the generation of
insights and solutions, and rationality to
analyze and fit solutions to the context.”
thinking Design
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Toetsen, probing, weggooien, opnieuw
proberen.
working Agile
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Nog steeds…
Challenge!
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thinking
Online Maturity
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Werken met online maturity is….
Verandering in balans
Ambitie met focus
Periodiek toetsen
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initial
repeatable
defined
What’s new…?
managed
optimized
Capability Maturity Model (BD Institute)
E-Business
Social
Analytics
Diversen maturity doorvertalingen
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Online Maturity-model
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Online maturity thinking geen killer, wel accelerator
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Online kanalen
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Initial Ad hoc gedreven Korte termijn waarde Beperkte bijdrage bedrijfsresultaat
eDay?
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Online kanalen
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Optimized 1 op 1 klantcontact Individuele klantwaarde Geïntegreerd in organisatie
eDay? So what
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Online kanalen
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2
3
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Repeatable Defined Managed
Focus
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Online maturity thinking in de praktijk…
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2012 –2. Repeatable 2013 –3. Defined 2015 – 4. Managed
Assessment & ambities
FMCG voorbeeld
Financial voorbeeld
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2 3
FMCG van 2. REPEATABLE naar 3. DEFINED
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Een FMCG van REPEATABLE naar DEFINED
• Klantreizen en merkconsistentie centraal • Verrijking van klantprofielen
• Sturing op individuele kanalen KPI’s • ROI centraal in online spend (fact driven)
2 3
• Schaalbaar en campaign ready platform • Online integratie in kernprocessen
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Een Financial van 3. DEFINED naar 4. MANAGED
3 4
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3 4
van 3. DEFINED naar 4. MANAGED
• Sturing op de totale UX • Dialoog en personalisatie
• T-Shaped teams • Data, data, data
• Succes meten op basis van klantwaarde • Kanaalkeuze op basis van attributie
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Uitgelicht: Online Channel Maturity
Platform Online
Marketing
Websites Social Display E-mail Search Apps eCommerce
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Uitgelicht: Online Channel Maturity (2012)
Websites Social Display E-mail Search Apps Webshop
1. initial
2. repeatable
3. defined
4. managed
5. optimized
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Uitgelicht: Online Channel Maturity (ambitie)
Websites Social Display E-mail Search Apps Webshop
1. initial
2. repeatable
3. defined
4. managed
5. optimized
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Channel maturity thema’s
Key challenges:
• Complementariteit
• Focus en voorkeur
• Integratie
• Merkconsistentie
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1. Verander in balans
2. Onderbouw ambitie en keuzes vanuit geheel
3. Gebruik als kompas
4. Beweeg mee met moving target(s)
aways Key take
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www.efocus.nl/onlinematurity
Weten Meer
ONLINE MATURITYWHITEPAPERMEI 2012
SEBASTIAAN BODE
STIJN VAN AERT
WWW.EFOCUS.NL
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www.efocus.nl
@efocus
Vragen? Dank!