Personalisation, behavioral targeting and online mkt optimisation
BEHAVIORAL TARGETING WITH MC DONALD‘S QUICK MAC · 2016-05-25 · BEHAVIORAL TARGETING BEHAVIOR...
Transcript of BEHAVIORAL TARGETING WITH MC DONALD‘S QUICK MAC · 2016-05-25 · BEHAVIORAL TARGETING BEHAVIOR...
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BEHAVIORAL TARGETING
WITH MC DONALD‘S QUICK MAC
MAY 2016
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QUICK MAC APP: EST. 2013
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QUICK MAC - WHAT‘S THAT?
MOBILE ORDERING & PAYMENT IN 60 SECS
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QUICK MAC - WHAT‘S THAT?
DON‘T QUEUE - PICK UP AT THE FAST LANE
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MOBILE ORDERING WORLDWIDE
INTEGRATED PAYMENT: JUST IN AUSTRIA
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OPERATIONAL BENEFITS...FINE, BUT...
WE WANT TO KNOW MORE
ABOUT OUR CUSTOMERS
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SELL MORE AFTER 8PM!
QUICK MAC IS A SALES TOOL
CRM + PINPOINTED MARKETING CHANNEL
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CONSUMERS TODAY
DECISION OVERLOAD
NOT PERFECT BUT FAST
MOBILE
INDIVIDUALIZED
FIND – NOT SEARCH
RELY ON DIGITAL INFO
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CUSTOMER EXPECTATION
MOBILE FIRST TRY TO GET A 360° VIEW THOUGH
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BEHAVIORAL TARGETING
BEHAVIOR TARGETING
shopping basket
paid products
bookmarks/favorites
restaurant search
product search coupons
INPUT OUTPUT
app notification
Web
in-app messaging
SMS coupons
REAL-TIME
AUTOMATED
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LISTEN. UNDERSTAND. COMMUNICATE
Tracking of customer
behavior
Scoring – find the
right customers
Identification of
customer insights
Building an adequate
message (automatically)
New customer
behavior
Map message to
preferred channel
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LISTEN. UNDERSTAND. COMMUNICATE
Peter buys two
Happy Meals
Obviously he
has two kids
Group all customers
with kids
„Try the new ice
cream with M&Ms
and get a free toy“
Send app
notification or SMS
Peter gets two
M&Ms ice creams
for his kids
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LISTEN. UNDERSTAND. COMMUNICATE
Peter likes
Big Macs
One day he adds
2 Cheeseburgers
to his basket
He gets nearby a
restaurant (GPS) but
does not check out
Induce sales: „get a
Big Mac half price in
the next hour“
App notification: „get
a Big Mac half price
in the next hour“
Peter adds a Big
Mac and checks out
the whole basket
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SUMMARY
DON‘T BE AFRAID OF THE BIG ELEFANT
TRACKING NEEDS TO BE IN PLACE
RIGHT FROM THE START
TRY TO GET A 360° VIEW