Download - 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 it’s

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

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Customer Context

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Customer Point of interactions

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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

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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


Pages: Jeanneau Saling YachtsJeanneau 64





Only 20 min. from

Fort Lauderdale

CtA test variants



Pictures 1-6





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Pictures 1-6About





JeanneauThe

Technology of Beauty

Sea Trial CtA

Only 20 min. from

Fort Lauderdale



Pictures 1-6About





JeanneauThe

Technology of Beauty

Sea Trial CtA

Only 20 min. from

Fort Lauderdale



Pictures 1-6AboutOur Customers Speak





JeanneauCustomer Statement

Sea Trial CtA

Only 20 min. from

Fort Lauderdale



Pictures 1-6AboutOur Customers SpeakContact





Only 20 min. from

Fort Lauderdale

JeanneauCustomer Statement

Jeanneau 64

Jeanneau 64

Form variants

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Pictures 1-6AboutOur Customers SpeakContactHome





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




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




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 segments

Get Started now

- Your current maturity, where are you heading – short term and long term?

- Does your organization have a clear understanding of how to use digital strategically?

- How do you measure digital success? Is it aligned with your organizational strategic objectives?

- Who are you key segments, what are their behavior and needs?

- Where are your biggest dis-connects, how can you fix them short term?

Your Tasks Tomorrow

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[email protected](How mature are your organization?)

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