e-marketing Paris 2013 - Analyser le comportement des consommateurs pour offrir un parcours personnalise...et maximiser le ROI

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e-marketing Paris 2013 - Analyser le comportement des consommateurs pour offrir un parcours personnalise...et maximiser le ROI

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"Analyser le comportement des consommateurs pour offrir un parcours personnalise...et maximiser le ROI" présentation d’Arianna Galante, Directeur Général ContactLab France.

"Analyser le comportement des consommateurs pour offrir un parcours personnalise...et maximiser le ROI" présentation d’Arianna Galante, Directeur Général ContactLab France.

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  • 1. ANALYSER LE COMPORTEMENT DES CONSOMMATEURS POUR OFFRIR UN PARCOURS PERSONNALISE… ET MAXIMISER LE ROI Arianna Galante, Directeur Général France / Director of Agency Dept. Paris, 30 janvier 2013 @contactlab @digitalzia #EMP2013This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • 2. CONTACTLAB EN BREF Plus de 1.000 clients Plus de 40 millions d’emails et 400 campagnes routés par jour 15 ans d’expérience Plus de 120 experts dans l’email marketing 5 bureaux à Milan, Paris, Munich, Londres et Madrid 1 positionnement unique : • Technologie : Routeur • Créativité : Agence • Analyse : Business IntelligenceThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 2
  • 3. CONTACTLAB EN BREF Stratégies de communication digitale Sites / mini- Emails Sondages Jeux concours Médias sociaux sitesThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 3
  • 4. CONTACTLAB EN BREF Accompagnement complet stratégie création déploiement et testing reporting et analyseThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 4
  • 5. CONTACTLAB EN BREFThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 5
  • 6. VEILLE CONCURRENTIELLE (NewsletterMonitor) Conçue et développée par ContactLab Collecte et archive des milliers d’emails chaque jour o 4 000 000 de newsletters o 15 000 announceurs o 5 langues o 20 secteurs d’activité Permet de suivre de près et en temps réel l’activité email marketing de vos concurrents sans devoir vous inscrire à des dizaines de newsletters Disponible en version beta gratuiteThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 6
  • 7. ANALYSER LES COMPORTEMENTS DES CONSOMMATEURSThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 7
  • 8. LE MANTRA DE L’EMAIL MARKETEUR : LA PERTINENCE  Contenus à valeur ajoutée pour le consommateur Le bon message  Une variété de contenus, pas que de la vente !  Personnalisation A la bonne personne  Segmentation  Suivre le cycle de vie du consommateur Au bon moment  Observer le comportement  Calibrer timing et fréquencewww  Respecter les préférences et les habitudes de consommation Sur le bon canal  Garantir une expérience cross-canal fluideThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 8
  • 9. LES SATISFACTIONS DE L’EMAIL MARKETEUR : LES RESULTATS 77% des consommateurs préfèrent recevoir des promotions par email. The 2012 Channel Preference Survey 60% des décideurs dans les entreprises pensent augmenter leur budget en email marketing. www.strongmail.com/2012marketsurvey 2012: Retour sur investissement de l’email marketing = $ 39.40 Display = $ 22.38 Search = $ 19.71 Social media marketing = $12.90 Mobile = $ 11.37 Direct Marketing Association “The Power of Direct Marketing" (2011-2012)This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 9
  • 10. LE DEFI : INSTAURER UN DIALOGUE DANS LE TEMPS Réception Réactivité Réactivité Réactivité Point de Inscription des au au au contact messages message 1 message 2 message n L’inscription à notre mailing list n’est que le début C’est la réactivité aux messages dans le temps qui sera déterminante pour le succès d’un programmeThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 10
  • 11. UN OUTIL PUISSANT : LES DATAS On a des plus en plus d’informations On est en mesure de mesurer, analyser, comprendre, calibrer non actionsThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 11
  • 12. QUE SAVEZ-VOUS DES CONSOMMATEURS DANS VOTRE BASE ? Ce qu’ils vous disent (déclaratif) Ce qu’ils font (comportemental) This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 12
  • 13. QUE SAVEZ-VOUS DES CONSOMMATEURS DANS VOTRE BASE ? •Ce que vous avez demandé : • Simple adresse e-mail • Profil sociodémographique • Préférences DéclaratifThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 13
  • 14. QUE SAVEZ-VOUS DES CONSOMMATEURS DANS VOTRE BASE ? •Les réactions à vos messages : • Taux d’ouverture et fréquence >> niveau d’appétence/fidélisation • Taux de clic >> centres d’intérêt • Conversions (site / offline) >> passages sur le site, Comportemental type d’achat, valeur moyenne, abandon de panier… Email - routeur Site - web analytics Offline - CRMThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 14
  • 15. SEGMENTATION : CRITERES Variables Variables Variables socio-démo comportementales temporelles • Homme / femme • A ouvert • Date d’inscription • Age /anniversaire • A cliqué • Dernière ouverture • Résidence • A passé x temps sur • Dernier clic • Situation familiale site • Dernier achat • A acheté produit A • A dépensé € y • A presque acheté le produit B L’email marketing devient de plus en plus un processus continu de dialogue centré sur chaque contactThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 15
  • 16. EVOLUTION DANS L’UTILISATION DES PLATEFORMES DE ROUTAGE C’est la fin du « batch & blast » ou « spray & pray » !Aller au-delà des statistiques Interpréter ces Les compléter traditionnelles variables Définir des avec le des emails programmes (réactivité, comportement segmentés et (taux préférences, sur le site / automatisés d’ouverture et etc.) offline de clic)This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 16
  • 17. METHODOLOGIE: SAUVES PAR L’AUTOMATISATION ! Mettre en Identifier les Définir les Créer des place Automatiser données segments / parcours processus le routage disponibles messages articulés d’échange des donnéesThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 17
  • 18. UN PARCOURS DE COMMUNICATION COMPORTEMENTAL UP/CROSS- SELLING CONFIRMATION Achète CONSEILS D’ACHAT SONDAGE DE Clique N’achète pas POST CLIC SATISFACTION Abandonne le ABANDON DE Ouvre panier PANIER Surveiller dans le ENVOI Ne clique pas INACTIFS temps Surveiller dans le N’ouvre pas INACTIFS temps Système d’action / réaction pour suivre le parcours du contact et saisir les opportunités de communication, relance et conversion de façon pertinenteThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 18
  • 19. DONNEZ LA BIENVENUE Et n’hésitez pas à relancer si l’offre en vaut la peineThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 19
  • 20. DONNEZ LA BIENVENUE Une offre immédiate Une introduction à la marqueThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 20
  • 21. PERSONNALISEZ VOS MESSAGES 1.Plus de 50 combinaisons : 2.1. Situation familiale2. Conseils produits3. Promotion magasin 3. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 21
  • 22. IDENTIFIEZ ET RELANCEZ LES INACTIFSThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 22
  • 23. IDENTIFIEZ ET RELANCEZ LES INACTIFSThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 23
  • 24. STIMULEZ L’ACHAT POST CLICKThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 24
  • 25. RECUPEREZ LES ABANDONS DE PANIER http://www.emailinstitute.com/email-gallery A fashionable reminder! You have fabulous items in your shopping basket... This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 25
  • 26. RECUPEREZ LES ABANDONS DE PANIER (et testez !) This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 26
  • 27. CREEZ UN PARCOURS POST ACHATUp/cross-selling Infos sur la destination Rappel itinéraire et Sondage de conseils de voyage satisfactionThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 27
  • 28. CONTINUEZ A FIDELISER APRES L’ACHAT : SONDAGE DE SATISFACTIONThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 28
  • 29. CONTINUEZ A FIDELISER APRES L’ACHAT : FAITES DU CONSEIL APRES VENTE This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 29
  • 30. STIMULEZ LE REACHATThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 30
  • 31. ANALYSES TYPE POST CAMPAGNEThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 31
  • 32. ANALYSE OUVERTURES / CLICS / VENTES Nouvelle collection illy Art Collection par Michelangelo PistolettoTaux de clic Dimension des cercles : Taux emails envoyés d’ouverture Intensité de la couleur : ventes This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 32
  • 33. L’INFLUENCE DE L’EMAIL SUR LES ACHATS Même article / autre Article de l’email TOTAL COLLECTION AUTRES COLLECTIONS TOTAL couleur, matière Cdes CA Cdes CA Cdes CA Cdes CA Cdes CA ONLINEOuvertures OFFLINE Total ONLINE Clicks OFFLINE Total 6X 100 X Fenêtre d’influence : 30 jours This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 33
  • 34. JUSQU’A UN TABLEAU DE BORD PERSONNALISEThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 34
  • 35. JUSQU’A UN TABLEAU DE BORD PERSONNALISEThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 35
  • 36. JUSQU’A UN TABLEAU DE BORD PERSONNALISEThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 36
  • 37. DERNIERES CONSIGNES POUR CONCLURE Garde à l’effet BIG BROTHER : si le ciblage comportemental n’apporte pas de la valeur, s’il est gratuit et flagrant, il fait juste peur et nuit à votre réputation N’oubliez pas le facteur humain : automatiser ne signifie pas déshumaniser, au contraire ! Evitez l’hyper-segmentation : alternez contenus génériques et ciblés : les besoins et les gouts évoluent et trop segmenter peut vous priver de conversions Testez, analysez, optimisez : c’est la seule méthode pour identifier les segments les plus captifs dans le temps Songez toujours à la valeur et à la pertinence de chaque messageThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 37
  • 38. ContactLab e-mail & e-marketing evolution Merci. Prochain rendez-vous : Les 5 tendances clés de l’ emailmarketing à ne pas manquer en 2013. - 30/01 à 14h Espace Agora Arianna Galante – arianna.galante@contactlab.com www.contactlab.fr www.newslettermonitor.com 12 rue du Helder 75009 ParisThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 38