Définir votre stratégie digitale : comment avoir un bon impact business ?

AMBIENT INTELLIGENCE

tech days•

2015

#mstechdays techdays.microsoft.fr

tech.days 2015#mstechdaysSESSION


1941 : the first TV advertisement


Brand awareness was relatively simple


GOOGLE


Evolution of (Digital) Marketing

TechnologicalAcceleration


Marketing

Brand Media Press

Marketing

Brand Media Press CRM Research Web Social Events Insights


IDEA


IDEA

© Copyright 2014 Avanade Inc. All Rights Reserved.

I INSIGHT

D DIRECTION

E EXAMINATION

A ACTION PLAN

Current marketing capabilities & results

Competitive benchmark

Organizational capabilities

Business Goals

Needs & Requirements

KPI’s

Required Business developments & changes

Required IT capabilities

Required XD / UX

Roadmap

Business case

Planning & execution

IDEA

Insight

Exami-

nation

Action

PlanDirection


The IDEA approach

4 Modules

- Phased approach

- Clear required input

- Organizational Ownership

Key Deliverables- Competitive analysis

- Capabilities

- Roadmap

- Business case

Business IT XD People

Benefit and value: Actionable & Results focussed

Goals

KPI’s

Benchmark

Governance

Data

Security

Infrastructure

Hosting

Customer journey

Touchpoints

Channels

Training

Skills

Roles

Responsibilities


IDEA

TIME

INSIGHT

DIRECTION

EXAMINATION

ACTION PLAN

T Most important Transition Point:Direction drives focus for Examination

Requires clear Sign Off & Business Ownership

2 WEEKS 2 WEEKS 4 WEEKS 3 WEEKS


Content platform


•The Approach

•Business FirstSmall StepsCrawl, Walk, RunQuick Wins

tech.days 2015#mstechdaysSESSION21

Source: Sitecore Customer Experience Maturity Assessment, Benchmark 2013


Source: Sitecore Customer Experience Maturity Assessment, Benchmark 2013

Case Study

Scandlines


Use of Sitecore

Rules Based PersonalisationCampaign ManagementEngagement Automation


Error occurred

Customer bounced

Booking completed

"Dear Jamie, We can see that an

error occurred while booking,

click here and return..."

"Dear Jamie, Book your tickets

in advance and save money.

Click here and return

to your order"

"Dear Jamie, Thank you for your

Booking, we look forward to

seeing you onboard"

2 days before trip"Dear Jamie, Here are the

details for your upcoming trip,

you can also sign

up for our free SMS service..."


Outcomes

Bounce Reduced 54% to 24%65% Increased Page Views170% Increase in Visit Duration

Project ROI in Just 2 Weeks


85.4

%

4.4%


Use of Sitecore

Campaign PersonalizationCustomer ProfilingSocial PersonalisationCampaign ManagementA/B TestingEngagement Automation


OutcomesTest Drives up 150%Contact Us up 150%Bounce Rates on Ads -30%Goal Abandonment Halved250K “Dream Cars” in 6 Months


Avanade’s Digital journey Solutions: end-to-end capabilities

Digital Strategy

& Roadmaps

CRM/Customer

Support

Ecommerce/

Retail

Internal Tools &

Collaboration

Systems

Integration

Training &

Readiness

Extensive

Build

Data, Analytics

& Visualization

Digital Experiences/

Marketing

Hosting,

Infrastructure &

Platform Support

Media &

Advertising

Traditional

Campaigns

Site/Content

Mgmt.

& Optimization

Customer Data,

Behavior &

Targeting

Marketing

Operations


Managed Services (maintenance & operations)

Avanade & Sitecore


Marketing

Brand Media PressMarketing

Brand Media Press CRM Research Web Social Events Insights

Définir votre stratégie digitale : comment avoir un bon impact business ?

Technology

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