Personalised Digital Interactions: What Reallt Works According to European Marketers

Neolane Marketing Survey #2

Neolane confidential Copyright Neolane - 2012 2

Context

► As a leading cross-channel campaign management solution provider, Neolane is in touch with thousands of marketers around the world.

► Leveraging this advantageous position, we decided to run surveys, questioning marketers about their main challenges to gather their insights, analyze their feedback, and then share results with them.

► Following the first Neolane Marketing Survey that focused on social marketing ROI, we chose to analyze how marketers personalise their digital interactions today.

► More than 600 marketers participated in the survey.


Survey Results in a Nutshell

► 22% of marketers personalise their website in real-time today… 59% will do within the next 12 months. That’s nearly 3 times more!

► Only 9% of marketers who do not personalise their website do so because they doubt the potential ROI.

► 54% of marketers using web personalization get a significant ROI within months.

► The most efficient data for web personalisation: the whole customer profile and purchase behaviour.

► The top channels to offer a personalised experience beyond the web: social & mobile.


Survey Highlights from Infographic


Detailed Survey Results


► In 2014: 59% of marketers will personalise their website. That’s 3 times more than today.

► 37% of marketers plan to personalise content and offers on their website in real-time. 22% already do it.

Web Personalisation: Next Year’s Gold Rush?

19%

37%

44%

Yes

Planned within the next 12 months

Not planned

Q1 - Do you personalise the content and

offers on your website(s) in real-time?


Web Personalisation: Next Year’s Gold Rush? Country specifics

► Nordic countries, UK and Belgium have more planned projects than France within the next 12 months.

21% 14% 19%

6%

33% 44% 42%

44%

46% 42% 39% 50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

FR ND UK BE

Nothing planned

Planned within the next 12 months

Personalise in real time the website

Q1 - Do you personalise the

content and offers on your

website(s) in real-time?


Personalisation of the web experience ROI

► Considering people who do not personalise /have planned to personalise their website (slide 7): Only 9% do not personalise because they think the ROI is not achievable.

9%

56%

35%

Not confident in the potential of ROI

No budget

Not a priority

Q1 Why? (only for people answering : No, we offer the same content for all

visitors and have no current plans to adopt this approach) in Q1


Website personalisation: main objective is not immediate sales but loyalty

► Marketers do not personalise website for immediate sales, they focus on loyalty and acquisition first.

56%

53% 53%

51%

47%

48%

49%

50%

51%

52%

53%

54%

55%

56%

57%

Customer satisfaction & loyalty

Prospect to customers conversion rate

increase

Website visitor to prospect conversion

rate increase

Cross-sell & upsell

Q1 - What do you expect from website personalisation? (only for

people answering they personalise or they will do it in the 12

coming months) Multiple choice


The most efficient inputs: the whole customer profile & purchase history

► Marketers get the most ROI from personalisation based on the whole customer profile and purchase behaviour.

9% 11% 14%

19% 19%

0%

5%

10%

15%

20%

25%

Based on collaborative

filtering

Based on social profile

Based on web behaviour

Based on purchase behaviour

Based on customer profile

Q2 - Website personalisation techniques that

give a significant ROI according to marketers


Marketers still invest with caution

► 29% of marketers invest more than 50K € in website personalisation efforts.

► 71% are still investing with caution on this field.

45%

26%

18%

11%

Less than 10 000 €

10 000 € to 50 000 €

50 000 € to 100 000 €

More than 100 000 €

Q3 - What budget do you spend or

plan to spend per year for a real-time

web personalisation solution?


Extremely Quick ROI!

► 54% of marketers who had put in place real-time web personalisation strategies got a ROI within months!

31%

54%

15%

ROI is not yet reached

Yes, we get ROI within months

Yes, we get ROI within years

Q4 - Do you think the investment made

on your website to offer a personalised

experience to visitors provides you a

ROI?


10% 11% 19% 20%

31%

54%

38% 40% 40%

19% 17%

33%

0%

10%

20%

30%

40%

50%

60%

Mobile push Mobile app content

Social media PoS Call center Email

Already do

Planned

Beyond the web, there is social & mobile

► Email is the most mature channel in terms of personalisation.

► Social & Mobile are the top promising channels to personalise experiences beyond the web.

Q5 - On which other channels do you or do you

plan to offer a personalised experience?



11% 8% 13% 6%

38% 41% 43%

38%

51% 51% 44%

56%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

FR ND UK BE

Not planned

Planned

Done

Q5 - On which other channels do you or do you plan to offer a

personalised experience? Answers for Mobile app content



12% 10% 7% 3%

37% 32% 42%

63%

51% 59%

52%

34%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

FR ND UK BE

Not planned

Planned

Done


personalised experience? Answers for Mobile push notifications



52% 58% 58%

41%

33% 29% 33%

41%

15% 14% 9% 19%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

FR ND UK BE

Not planned

Planned

Done


personalised experience? Answers for Email



22% 16% 21% 13%

13% 32% 23%

22%

65% 52% 56%

66%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

FR ND UK BE

Not planned

Planned

Done


personalised experience? Answers for Points of Sale



35%

19% 32%

19%

15%

27%

16%

19%

50% 53% 51% 63%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

FR ND UK BE

Not planned

Planned

Done


personalised experience? Answers for Call Center



17% 22% 21% 9%

36%

42% 45%

41%

47% 36% 33%

50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

FR ND UK BE

Not planned

Planned

Done


personalised experience? Answers for Social Marketing


Thank you!

Fore more information about

Neolane web personalisation offers:

http://bit.ly/NeoInteraction




Annexes


Survey Objectives

► Understand how marketers personalise digital interactions with their prospects and customers

► Share results gathered with our community of customers and the market


Survey Methodology

Emailing:

November -

December 2012

2 waves of email in

French and English

2 incentives:

exclusivity and a

chance to win an

iPad

Process

Neolane contacts

only, no rented

databases/lists

European:

France, UK, Benelux,

Switzerland, Nordics

(Denmark, Finland,

Iceland, Norway and

Sweden)

Target

Major objective is

creating value added

content and share it

with peers

Simplicity:

5 questions

No panel

Specificities


Emailing

► The email was sent with Neolane Campaign


Questions

► The survey was managed by Neolane Survey Manager


Neolane Snapshot

Founded in 2001

Global Presence

300+ Employees

400+ Customers

Independent & Agile

Rapidly Growing & Profitable

2012: $58m, 40% global consolidated growth

Recognized Leader by Forrester & Gartner

Personalised Digital Interactions: What Reallt Works According to European Marketers

Business

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