Bringing the Digital Channel to the Enterprise
39
Bringing the Digital Channel to the Enterprise: Create a Better Customer Experience Bob Bongo, Webtrends Paul Barrett, Teradata
-
Upload
teradata -
Category
Technology
-
view
975 -
download
3
Transcript of Bringing the Digital Channel to the Enterprise
© 2009 WEBTRENDS INC. ALL RIGHTS RESERVED.
Bringing the Digital Channel to the Enterprise: Create a Better Customer Experience
Bob Bongo, Webtrends
Paul Barrett, Teradata
The Today’s Customer Journey Is More Complex
Presenter
Presentation Notes
-- Seriously, this depicts how customers make purchases today. -- They may start in a store, but they won’t make a purchase until after they receive a direct mail ad and then investigate the ad online -- <MAIN MESSAGE> THIS IS FORCING BUSINESSES TO DEVELOP A MUCH MORE INTEGRATED APPROACH TO THEIR MARKETING AND BUSINESS MANAGEMENT.
• 71% of store purchases start online– 51 % online shoppers research products on the web, but
buy in store– 26% of online shopping carts are abandoned because the
customer wants to buy in a store• 74% of customer calls start with an online activity• Customers are dissatisfied by cross-channel
experience– 44% of Store-to-Web interactions are rated poor to very
poor– 51% of Web-to-Store interactions are
rated poor to very poor
3 Out of 4 Customers Cross-channels
The Digital Landscape Makes It Even More Complex
• Powerful• Easy to deploy
Global leader in data warehousing and analytic technologies
• Powerful• Elegant• OPEN
An enterprise customer intelligence company
Webtrends Solutions Teradata Data Warehouse
• Captures data web interactions– Visitor Information– Visit Data– Behavioral Data
• Traditionally Web Analytics used for channel specific performance
– Web Operations– Web Content and Process Design– E-Commerce Optimization
• Customers now need Multi-Channel marketing and Campaign Optimization
• Enterprise Perspective– Customer– Transaction– DCM / SCM
• Web is increasingly important to understanding customers, campaigns and channels
• Enterprise performance needed for– Complex Integration– Web Volume Scalability– Speed of Analytics– Scope of Action
Two Great Tastes that Taste Great Together
REDUCECOSTS
DRIVEREVENUE
IMPROVESATISFACTION
DRIVE REVENUE• Offline insight to drive online sales• Online influence to generate offline sales• Leverage cross-sell, up-sell opportunities
Learn from your high-value customers
Joined email list
Visits website weekly Online loan application
Frequent commenter
Presenter
Presentation Notes
You’ve discovered some traits that your highest value customers share.
Learn from your high-value customers
Premium checking
Met financial advisorJoined email list
Frequent commenter
Presenter
Presentation Notes
By comparing and contrasting different segments, you can discover cross-selling opportunities.
Complimentary traits become cross-selling opportunities
00
IMPROVE SATISFACTION• More relevant and effective interactions• Identify churn patterns to boost retention
ONLINE
OFFLINE
The path from a happy customer to a lost one
HAPPY CUSTOMER
LOST CUSTOMER
!
!!
!
!
!
Presenter
Presentation Notes
There is a pattern of behavior, online and offline, that often leads to a lost customer.
You may be too late to retain thecustomer with only half the data
!
!
!
!
INTERVENE!
!
ONLINE
OFFLINE
HAPPY CUSTOMER
LOST CUSTOMER
Presenter
Presentation Notes
If you only get half the story, you may miss the warning signs that would allow you to retain the customer.
Intervene early to ensure satisfaction
!
!
!INTERVENE
ONLINE
OFFLINE
HAPPY CUSTOMER
LOST CUSTOMER
Presenter
Presentation Notes
By combining online and offline insight, you can improve customer satisfaction.
REDUCE COSTS• Understand true ROI of campaigns• Optimize spend across effective channels
VISITOR
ONLINE AD
Was this campaign a success?
ONLINE
OFFLINE
Was this campaign a success?
VISITOR
ONLINE AD
ONLINE
OFFLINE
YOUR SITE
LEAVES SITE
Was this campaign a success?
YOUR SITE
VISITOR
ONLINE AD
ONLINE
OFFLINE
Your online data says “no”
LEAVES SITEYOUR SITE
VISITOR
ONLINE AD
ONLINE
OFFLINE
Presenter
Presentation Notes
Your online data says “No.”
OFFLINE STORE
Your integrated data tells you “yes”
LEAVES SITEYOUR SITE
VISITOR
ONLINE AD
ONLINE
OFFLINE
Presenter
Presentation Notes
But your combined data tells you “Yes”
OFFLINE PURCHASE
$
Your integrated data tells you “yes”
OFFLINE STORE
LEAVES SITEYOUR SITE
VISITOR
ONLINE AD
ONLINE
OFFLINE
Presenter
Presentation Notes
Not to mention, if you only looked at your offline data, and cut the online ad - your offline sales would go down, and you wouldn’t know why.
• Understanding true bottom-line performance of campaigns
• Cross selling to customers based on web browsing behavior
• Eliminating competition between channels
Largest U.K. Bank
• Identifying high- value customers by offline and online behaviors
• Customer service optimization IVR tagged with Webtrends
• Daily integration into EDW for search/purchase abandonment retargeting
$1 Billion Travel Company
• Strong technical partnership provides the unique ability to integrate online and offline data:– Introduce added intelligence into online channel
– Apply intelligence to increase relevance/effectiveness of online marketing
– Inject ‘online intelligence’ into offline channels– Apply intelligence to increase relevance/effectiveness of offline
marketing
– Measure the REAL impact of their online presence through conversions
Webtrends + Teradata = Value to Customers
WebsiteMobile Site
ApplicationsMobileIVRSet Top BoxFacebookVideo
Tag
WTOD- Redundant DCSDC Servers
SDC Files
SDC Log File delivery SFTP
Web Analytics
Visitor Data Mart
Named QueriesData Scheduler
Data Scheduler/ SFTPREST API
Data Collection API
Adaptor
Webtrends Open Architecture
Step 1Source Web Analytics File
Step 2
• Business needs assessment• Identification of data needs
– Tagging/data collection gap analysis including custom fields• Data collection and file delivery testing• Mapping online data into Teradata IWI physical models
– Load data into staging table(s) using Teradata standard load utilities– Processes the desired Webtrends fields and populates them into Teradata’s IWI physical
data model– Web analytics data populates 4 subject areas, 25 tables and unlimited fields
Webtrends and Teradata IWI Offering
Teradata Interactive Marketing Framework
Presenter
Presentation Notes
The 3rd area is how we drive insights into actions. The goal is the application of the insights at the frontline so people and systems can take action, making better faster decisions. Putting it all together, here you can see the integration of information (our first value), coupled with the derivation of insights, then the construction of planned Customer Dialogues (2nd level). Sometimes you may use Teradata technology to create the dialogue plans (e.g., use TRM), or sometimes you may have another system that you use to create the dialogues (e.g., Unica or INFOR standalone), with callouts to Teradata to get the insights that drive the forks in the road/conversation with the customer. We can then use those dialogues in the frontline systems, connecting to the customers. The dialogues are statically or dynamically downloaded into the frontline system that paints web pages or drives call center screens, and the customer interaction occurs. The result? Better, faster, more relevant interactions at moments of truth with customers.
Visitor = Registered
Visitor = VIP
Basket = Abandon
Store = Purchase
SKU = iPhone
Campaign = Upgrade
Offer = Free Data
Email = Send
CMS = Campaign X
OBTM = Call
Next Best
Action
Next Best Action Campaign for Abandon Basket /In-Store Purchase
Next Best Action Campaign for Abandon Basket /In-Store Purchase
Visitor = Registered
Visitor = VIP
Survey NPS=No
CS Call =Trouble
Network = 4 Drops
Campaign = Save
Offer = Free Month
Email = Send
CMS = Chat
IBCC = Executive
Next Best
Action
WEBConquer the
complexity of multi- channel marketing
with 10 pre-built data sourcing toolkits and
partnerships with leading web analytics
companies
INTEGRATED
IWI
Enhance your marketing visibility with the Best Database for Analytics.
Create new transparency into customers and campaigns across channels. INTELLIGENCE
Ignite your ingenuity with Best of Breed CRM, Data Mining
and Analytics Applications
Online / Offline; One Without the Other Is Half the Picture
• You could look at visitor history, identify past visits and pass behavior data to all channels.
• You could track repeat customers using Google Paid Links as entry page and change profitability.
• You could see self-service exits and change treatment at the routing, agent and skill.
• You could update LTV, Profitability, Volatility scores after every web visit.
• You could ignite ingenuity in campaigns, offers, CRM, optimization.
What If:
• Limit the sources for initial integrations• Focus on critical data to drive action• Set clear goals and measure your progress• Clearly define data itself, how it will be used, and
what the value is• Engage domain experts
Tips for Successful Integration of Online and Offline Data
Q & A
BRINGING ONLINE AND OFFLINE DATA TOGETHER
Thank You!
Bob BongoDirector of Channel Sales, [email protected]
Paul BarrettDirector of Global Industry Solutions, [email protected]
5Data is
integrated with offline data by
customer, campaign,
geography, etc.
A B C D E FThe text demonstrates how your own text will look when you replace the placeholder text.The text that you insert will retain the same style and format as the placeholder text.
Marketing
This text can be replaced with your own text.
This text can be replaced with your own text.
This text can be replaced with your own text.
This text can be replaced with your own text.
This text can be replaced with your own text.
This text can be replaced with your own text.
• Placeholder for your own sub headline
Example: Customer Alerts
432Data is put in the DW with IWI Adaptor
Physical Data Model
1Webtrends
Collects Visitor, Visit, Behavior and
Context Information
