Van surfer naar koper en terug connecting the dots
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Transcript of Van surfer naar koper en terug connecting the dots
From surfer to customer
and back again
Connecting the dots13th Relationship Marketing Congress
May 20th 2010
PARADOX?
OPPORTUNITY!
Surfer vs customer
Declared vs undeclared behavior
Clicks vs mortar
Online vs offline marketeer
‘Do I reach my most valuablecustomersthrough the right channels?’
Surfers vs customers
What’s the shape of your funnel?
Multichannel dialogueThis will affect your
VIP
Gold
Silver
Bronze
Prospects
Where are theyonline?
Declared vs undeclaredbehavior
What are surfers telling me about themselves?
How can I get MORE usefull informationout of my consumer dialogues?
1 out of 18?35% to 40%!
Clicks & mortarHow do I get people to move fromwindow shopping on the internet to my physical stores?
Were branch visitors earlier on the net, investigating my offer?
ON-LINEand
OFF-LINEneed to get
IN-LINE
HOW DO ICONNECTTHE DOTS?
Customer Life Cycle
Changing worlds…Changing dialogues!
YOUR CHALLENGE
Marketing program vs cross-channel objective
Off
line
Get themonline
Multi-channeldialogue
(connectivity)
Identify Gather info
Online
ny
n y
COLLECT
PII/Contact data NAZ/tel/@/mobile/social
media contact
Declared data survey data
Undeclared data interactions,
clickographics, scores
Purchase data
Marketing action/reaction data
Calculated data/predictions: segmentation, RFM/FRAT, LTV, current value, …
Data toolbox
Create website traffic
Evaluate channels on trafficAND conversion
Tracking of the surfers behavior• product interests undeclared behavior
• type of interactions : low/high involvement
Scoring of the individual surfer
Qualify!
• linking clicks to mortar!
• adapt conversation to status‘client’/‘prospect’
• legal aspects• bad deptors• …
USE all possible data for a segmentedmarketing program
• adapated to consumerneeds• driving your business
Possible Segmentation VariablesBusiness Drivers
• What categories/brands do they use ? Yours and/or others ?
• What’s the usage frequency?
• What value does this represent?
• What growth potential do they have ?
Current and potential value calculation
Consumer Drivers
• What activity can we measure that represents involvement ? (visible or not to the consumer)
• What activity do we value ?
• What value do we attribute to this ?
• How do we reward the consumer for this ?
Measure of involvement /responsiveness / interaction
Renegades
Creators
Believers
Ambassadors
Consumer Drivers
HighInvolvement
MediumInvolvement
LowInvolvement
Hig
hM
ediu
mLow
Busin
ess D
rivers
Connecting the dots…
Consequences for data acquisitionBusiness Drivers
• Personal data incl. age
• Family composition
• Category usage & frequency
• Brand usage
• Shopping habits
• Amount of weekly shopping basket
• Income HH
Consumer Drivers• Registration of behaviour
that manifests involvement and responsiveness / interaction
• Registration of rewards obtained through that behaviour
• Registration of reward / coupon / saving card redemption
• Product interests
Make sure the database is ready for it !
The Conversation Manager wants to:
Track conversations
Integrate conversations
Intelligence on conversations
Respond on conversations
Report on conversations
Therefore the conversation manager still needs:
Integrate behaviour in a database (score, product interests)
Create a crossed segmentation
(Cross-channel) Campaign management tool
Multi-step and triggered campaigns
Flexible reporting
Shared knowledge in the company
Data Quality
referentials (benchmarks)
Integration of transactions
What do you need?
Web
site Client
segmen
tation
Reporting
Single
customer
viewEmail
campaig
n tool
Campaign
managem
ent
Shop
transac
tions
Counting
&
Extraction
tool
A tailormade solution for each business
OFFLINEONLINE
(MULTI-BRAND)WEB
PLATFORM(s)
DATA Q
UALIT
Y
SWITCHBOARD
e-couponing
E-MAILPLATFORM
CountingSENDS,OPENIN
GS,CLICKS
&BOUNCE
S
REWARDS
STANDARD
SURVEYS
AD HOCSURVEY
S
WEB
ACTIVIT
Y &
COUPON
S
CONSUMER
PROFILE
STAGING AREA
CONNECTING THE DOTS
… between website interactions and‘traditional’ CRM building blocks… using new types of consumer data… turned into profounder knowledge… for new segmentation models… turned into a true marketing program… supported by the right
• plaftorm• tools• reporting
… for better dialogues, generating more ROI
Connecting dotstogether?
Contact me!An LouwagieMarketing Manager InteractiveMarketingWDM [email protected]