Using Data, Personalization and Metrics to Develop Lifetime Customers

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Transcript of Using Data, Personalization and Metrics to Develop Lifetime Customers

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    Presented By // Lars Birkholm Petersen

    @LarsBirkholm

    March 12th 2015

    Using Data, Personalization and Metrics to Develop Lifetime Customerssfim@

    Customer Experience

    We Live in The Age of the (Connected) Customer

    Source: Forrester Research, Inc.

    1900

    Age of Manufacturing

    Mass manufacturing

    makes industrial

    powerhouses successful

    1960

    Age of Distribution

    Global connections and

    transportation systems

    make distribution key

    1990

    Age of Information

    Connected PCs and supply

    chains mean those that

    control information flow

    dominate

    2010

    Age of the Customer

    Empowered buyers

    (regardless of whether its b2b or b2c) demand a

    new level of customer

    obsession

    By 2016, nearly 90% of companies believe that customer experience will be their primary basis for competition

    Gartner Research Predicts 2015: Digital Marketers Will Monetize Disruptive Forces Published: 3 November 2014

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    Mobile Optimized

    5

    Customer Context

    6

    Customer Point of interactions

    7

    Buying my iPhone 6

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    Dis-Engaged Dis-Nurtured

    not a content problem

    Customer Experience

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    The Steps Towards Creating Lifetime Customers

    Digital Marketing

    Experience Marketing

    Brand Experience

    85.4%Source: Connect How to Use Data and Experience Marketing to Create Lifetime Customers, Wiley 2014

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    Getting started with Experience Marketing

    Experience Marketing

    Collect and Connect data to Establish Single

    View of Each Contact

    Align objectives, strategies and

    tactics

    Provide real-time contextualized

    experiences that supports

    customer needs

    Your Business ObjectiveLikes Email Opens Visits App Downloads

    Know what you are optimizing for

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    The holy grail your customer! What Data Insights can be leveraged

    In the Moment ConnectionsProfile Data History

    Digital FingerprintCampaign Triggered

    Search KeywordsGEO Location

    ReferralsDevice

    On-Site BehaviorLanding Page

    Site Areas

    Product Areas

    Content Type

    Internal Search

    Situation

    TrendingWeather

    Etc.

    Personal InformationName

    EmailEtc.

    DemographicsGender

    AgeJob

    Psychographics

    Interests

    Values

    Lifestyle

    Preferences

    Past TransactionsPast Interactions

    Goals completed

    Who are the person connected toInfluencer

    Connector

    What does a great website experience looks like?

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    Quick Wins

    Result

    150%

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    Results

    250%Average conversion lift by using personalization

    +19%Source: The Realities of Online Personalization, eConsultancy April 2013

    The Solution

    QUALITYCARE Personalized Multi-Channel Dialog Program

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    Example of how to get started finding opportunities to optimize

    - Florida Yacht Group is currently the largest sailboat dealer network in North America

    - Florida Yacht Group offers select premium brands

    - Florida Yacht Group sells

    - New (sail) boats

    - Brokerage boats (used boats that can be either sail or motor)

    - Charters (either bareboat, crewed or hosted through another vendor)

    - Sailing lessons.

    - Florida Yacht Group has 4 locations in Florida: Miami, Key West and St. Petersburg that operate under the name of Florida Yacht Group, and in Riviera Beach, Eastern Yachts a division of the Florida Yacht Group

    Florida Yacht Group

    35

    Take a walk in the shoes of your customers(start from the data)

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    What was the intent of the visitor?

    How could we optimize this experience?

    - Relevant and engaging

    - Connect with potential customers (different types)

    - Fill out Contact Form, book Sea Trial

    Objectives

    Identify In the Moment Needs:

    - Interest

    - Make

    - Stage in a decision journey

    Use quick win tactics:

    - Personalization

    - Testing

    How could we optimize the experience

    The Optimized Experience

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    Source: Google Search (hidden)Visitor: First time visitorLocation: Fort Lauderdale, FLIP: Broadband providerDevice: Desktop, Windows8

    Pages: Jeanneau SalingYachts

    Local based in Fort LauderdaleMiami office are closest destination

    Interest: SalesBrokerageCharterService

    Make: JeanneauFountaineCNB

    Stage: InterestTrustCommitment

    Only 20 min. from

    Fort Lauderdale

    CtA test variants

    Source: Google Search (hidden)Visitor: First time visitorLocation: Fort Lauderdale, FLIP: Broadband providerDevice: Desktop, Windows8

    Pages: Jeanneau Saling YachtsJeanneau 64

    Local based in Fort LauderdaleMiami office are closest destination

    Interest: SalesBrokerageCharterService

    Make: JeanneauFountaineCNB

    Stage: InterestTrustCommitment

    Only 20 min. from

    Fort Lauderdale

    CtA test variants

    Source: Google Search (hidden)Visitor: First time visitorLocation: Fort Lauderdale, FLIP: Broadband providerDevice: Desktop, Windows8

    Pages: Jeanneau Saling YachtsJeanneau 64

    Pictures 1-6

    Local based in Fort LauderdaleMiami office are closest destination

    Interest: SalesBrokerageCharterService

    Make: JeanneauFountaineCNB

    Stage: InterestTrustCommitment

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    Source: Google Search (hidden)Visitor: First time visitorLocation: Fort Lauderdale, FLIP: Broadband providerDevice: Desktop, Windows8

    Pages: Jeanneau Saling YachtsJeanneau 64

    Pictures 1-6About

    Local based in Fort LauderdaleMiami office are closest destination

    Interest: SalesBrokerageCharterService

    Make: JeanneauFountaineCNB

    Stage: InterestTrustCommitment

    JeanneauThe

    Technology of Beauty

    Sea Trial CtA

    Only 20 min. from

    Fort Lauderdale

    Source: Google Search (hidden)Visitor: First time visitorLocation: Fort Lauderdale, FLIP: Broadband providerDevice: Desktop, Windows8

    Pages: Jeanneau Saling YachtsJeanneau 64

    Pictures 1-6About

    Local based in Fort LauderdaleMiami office are closest destination

    Interest: SalesBrokerageCharterService

    Make: JeanneauFountaineCNB

    Stage: InterestTrustCommitment

    JeanneauThe

    Technology of Beauty

    Sea Trial CtA

    Only 20 min. from

    Fort Lauderdale

    Source: Google Search (hidden)Visitor: First time visitorLocation: Fort Lauderdale, FLIP: Broadband providerDevice: Desktop, Windows8

    Pages: Jeanneau Saling YachtsJeanneau 64

    Pictures 1-6AboutOur Customers Speak

    Local based in Fort LauderdaleMiami office are closest destination

    Interest: SalesBrokerageCharterService

    Make: JeanneauFountaineCNB

    Stage: InterestTrustCommitment

    JeanneauCustomer Statement

    Sea Trial CtA

    Only 20 min. from

    Fort Lauderdale

    Source: Google Search (hidden)Visitor: First time visitorLocation: Fort Lauderdale, FLIP: Broadband providerDevice: Desktop, Windows8

    Pages: Jeanneau Saling YachtsJeanneau 64

    Pictures 1-6AboutOur Customers SpeakContact

    Local based in Fort LauderdaleMiami office are closest destination

    Interest: SalesBrokerageCharterService

    Make: JeanneauFountaineCNB

    Stage: InterestTrustCommitment

    Only 20 min. from

    Fort Lauderdale

    JeanneauCustomer Statement

    Jeanneau 64

    Jeanneau 64

    Form variants

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    Source: Google Search (hidden)Visitor: First time visitorLocation: Fort Lauderdale, FLIP: Broadband providerDevice: Desktop, Windows8

    Pages: Jeanneau Saling YachtsJeanneau 64

    Pictures 1-6AboutOur Customers SpeakContactHome

    Local based in Fort LauderdaleMiami office are closest destination

    Interest: SalesBrokerageCharterService

    Make: JeanneauFountaineCNB

    Stage: InterestTrustCommitment

    Jeanneau 64

    Miami Contacts Jeanneau product line

    Source: DirectVisitor: Second time visitorLocation: Fort Lauderdale, FLIP: Broadband providerDevice: Desktop, Windows8

    Pages: Home

    Local based in Fort LauderdaleMiami office are closest destinationInterest in Jeanneau 64

    Interest: SalesBrokerageCharterService

    Make: JeanneauFountaineCNB

    Stage: InterestTrustCommitment

    Miami Contacts Jeanneau 64

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    Source: DirectVisitor: Third time visitorLocation: Fort Lauderdale, FLIP: Broadband providerDevice: Desktop, Windows8

    Pages: Home

    Local based in Fort LauderdaleMiami office are closest destinationInterest in Jeanneau 64

    Interest: SalesBrokerageCharterService

    Make: JeanneauFountaineCNB

    Stage: InterestTrustCommitment

    Boat Size

    Wrap up

    Who are your key segments? Know who you are optimizing for

    Different Segments, who: Share similar behavior

    Are in the same stage

    Are looking for the same products

    Match predefined Personas

    Etc.

    Validate the segments:- Are they significant?- Can they easily be identified?- By personalizing the experience, will it have

    potential on outcome?

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    - Geo Location

    - Campaigns

    - PPC, Display, Emails etc.

    - Referrals

    - Onsite Behavior

    Good places to start for identification of