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Understanding user behaviour in the omni channel world- jwt
 

Understanding user behaviour in the omni channel world- jwt

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How to best leverage data insights from multi-channel platforms to impact ongoing marketing strategies and revenues. This includes customer behaviour across digital platforms and integrated online and ...

How to best leverage data insights from multi-channel platforms to impact ongoing marketing strategies and revenues. This includes customer behaviour across digital platforms and integrated online and offline user experience journey.

This presentation includes advice on how behaviours impact customers’ decision-making processes, practical advice on how to garner insights and how to measure and structure marketing campaigns across multi-channel platforms.
The session will also feature a case study example of applying the above and increasing ROI for B2B brands.

Benefits

Practical advice on managing multi-channel marketing activities
Customer insights in the digital world
Real life examples
How this impacts business objectives and ROI
Measurement of ROI retained via digital and social media

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  • Series 3 Dunny by Huck Gee
  • Series 3 Dunny by Huck Gee
  • Business website
  • Qualcomm and Intel
  • Social Conversation Wheel - Brian Solis
  • Customers / brands are not collecting data, but when they do they’re not good at creating insights. They’re also overwhelmed by the data such that they don’t know what it means for the business and how to effectively leverage it “ The combination of some data and an aching desire for an answer does not ensure that a reasonable answer can be extracted from a given body of data” A Big Bank
  • Detail on what this is Dave… talk about how hard it can be to link up.. But the importance is there…
  • Low = everyone Low/mid = retailers Multi- channel =fmcg, automobile Omni/channel = amazon, burbery, intel
  • Search and Call Center explination Dell
  • Set kpis and targets.. Don’t revisit them… FMCG brand… not resetting expectation Kleenex… quality of a KPI
  • Do you want to do user journeys or just a facet of the process? Plan your targets based on user behavior… more steps less conversions. Also look at content
  • Do you want to do user journeys or just a facet of the process? Plan your targets based on user behavior… more steps less conversions. Also look at content
  • For holistic.. don’t forget Awareness, Reach, Media, Social, PR and Site
  • For holistic.. don’t forget to add in Awareness, Reach, Media, Social, PR and Site
  • Series 3 Dunny by Huck Gee

Understanding user behaviour in the omni channel world- jwt Understanding user behaviour in the omni channel world- jwt Presentation Transcript

  • Understanding User Behaviour in the Omni-Channel World By Dave Wallace, Dawn Smith | JWT 14 June 2012
  • Omni-Channel Measurement from a Multi-Channel Marketing PerspectiveThe design specifications of omni-channel retailing are growing clearer by the day. Customerswant everything. They want the advantages of digital, such as broad selection, rich productinformation, and customer reviews and tips. They want the advantages of physical stores,such as personal service, the ability to touch products, and shopping as an event and anexperience. (Online merchants take note.) Different customer segments will value parts ofthe shopping experience differently, but all are likely to want perfect integration of the digitaland the physical. Darrel Rigby - The Future of Shopping, Harvard Business Review We approach Omni-Channel from a Multi-Channel Marketing user-centered and journey specific approach.
  • The Real World
  • The Real World User: Searched, Visited, Bought a Jumper What do you do need? Hi! Hello Who are you?HI! Hello TV Search Print Banners E-Commerce Mobile Social Website CRM Call Center Affiliates/Partners Point of Sale
  • The Perfect WorldHello DaveThe marketerTechieThe DadLikes trainers TV Search Print Banners E-Commerce Mobile Social Website CRM Call Center Affiliates/Partners Point of Sale
  • The Perfect WorldKnow your customerCommunicate like you know themPersonalise based on behaviorSimplify to conversionOptimise your spendRealize organisation efficienciesgive them what they want…when the want it...before they realise they need it…on the device or location they have…
  • Information Overload
  • It’s Not Simple Anymore % CTRMedia Website
  • The Path is More Complex TV % CTR Search % CTR Website % CTR Social % CTR Coupon % CTR Store VisitNow lets add in multi platform usage and trends: Mobile, Tablet, Desktop Store Visit Product Research Purchase Price Compare Social Reviews
  • The Path is More Complex TV % CTR Search % CTR Website % CTR Social % CTR Coupon % CTR Store VisitNow lets add in multi platform usage and trends: Mobile, Tablet, Desktop Store Visit Product Research Purchase Price Compare Social Reviews
  • T he L andscape I s D aunting ECRM Web Analytics MobileNetwork Info SEO Testing/AB
  • SocialMost important questionsto weed through theclutter:What do you want to measureand why?What is the purpose of thatchannel?
  • Decision Point 1: Relevance & Culture
  • Decision Point 2: Know your Objectives, Channels, Device and Roles
  • Decision Point 3: Investment Scale Omni/Cross Channel Optimisation Listen Analyze Plan Speak Overall Customer View Revenue Causation Trigger Campaigns Personalized Multi-Channel Marketing Listen Analyze Plan Speak VOC per Channel Attribution Modeling Channel Preference Cross Platform Channel Optimisation Listen Analyze Speak Persisting Results Scoring, Modeling, Adv Segmentation Faster Cycles Channel Execution Listen Speak File-Based List Processing Single Channel Fire/Forget*2012 Digital Marketer - Trend and Benchmark ReportExperian Marketing Services
  • Decision Point 4: Journey Or Stand Alone Method?*2012 Digital Marketer - Trend and Benchmark ReportExperian Marketing Services
  • Decision Point 4: Technology Ecosystem*2012 Digital Marketer - Trend and Benchmark ReportExperian Marketing Services
  • Decision Point 4: Technology Ecosystem*2012 Digital Marketer - Trend and Benchmark ReportExperian Marketing Services
  • Decision Point 5: Expected ROIHow will adopting a optimisation and measurementapproach impact your business?Increased product rebuy or conversionCustomer SatisfactionShorted Sales CycleOptimized Media Spending & AttributionBusiness Efficiencies
  • Have You? Finalised a UnderstoodAdopted a technology your data mindset? framework limitations Reported with in Set realistic actionable expectations insights
  • Optimisation Methodology 2. Pre-Analysis Implementation 1. Confirm 3. Set Targets/ Reporting & ObjectivesGoals, KPIs, Data Collection Training, Goals Analysis System Strategy System, Tagging Education Design 5. Learn, Test, 4. Launch & Optimize & Measure socialize Optimisation
  • Sample Deliverables Determine Campaign 1 Ecosystem 4 Set Targets/Benchmarks 2 Set User Journeys 5 Determine Who Reports What 3 Determine KPIs - Property or Holistic 6 Global/Localization Planning Reporting & Insights 7
  • Profiles & Ecosystem 1 Campaign Jobs to Be Done Channels and Role Profiles & Ecosystem
  • Set User Journeys 2
  • Determine KPIs 3
  • Determine KPIs 3
  • Set Targets and Benchmarks 4
  • Activity Scoring 25 A value is assigned for each Points site interaction depending on how important that 4 action is deemed 15 Points 30 Points All traffic can be valued by its score which will represent how engaged its traffic was on-site Volume x AVG Score = Activity Metric 25 Points 30 + 15 +25 + 35 = Activity Score (105)
  • Who Reports What? Media Site/Mobile 5 PR Awareness Social POS/Trial CRM
  • Global/Localization 6
  • Global/ ocalization L 6
  • Reporting/Insights 7
  • Reporting/InsightsDashboard 7
  • The Perfect WorldYour users expect it from you.Your competitors are doing it.Are you ready to embrace it?