Copernica DM Summit 2012: Ian Stuyver - Hoe haal ik meer uit mijn e-commerce systeem?
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Copernica DM Summit 2012: Ian Stuyver - Hoe haal ik meer uit mijn e-commerce systeem?

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Uw e-commerce systeem bevat een goudmijn aan informatie; niet enkel klanteninformatie, maar ook koopgedrag, abandoned baskets, wishlists, returns enz.. Deze informatie stelt u in staat uiterst ...

Uw e-commerce systeem bevat een goudmijn aan informatie; niet enkel klanteninformatie, maar ook koopgedrag, abandoned baskets, wishlists, returns enz.. Deze informatie stelt u in staat uiterst gerichte e-mailmarketing in te zetten richting uw (potentiële) klanten. Een feilloze, geautomatiseerde integratie tussen uw e-commerce systeem en Copernica kan dit process versnellen en optimaliseren. Deze presentatie biedt een overzicht van de mogelijkheden van deze oplossing en de voordelen ervan.

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Copernica DM Summit 2012: Ian Stuyver - Hoe haal ik meer uit mijn e-commerce systeem? Copernica DM Summit 2012: Ian Stuyver - Hoe haal ik meer uit mijn e-commerce systeem? Presentation Transcript

  • E-commerceintegration…so mail me maybe Ian Stuyver Xplore Group @stuyvia ianstuyver
  • Direct marketing done well is all about the consumer@EpsilonMktg
  • Overview•  The treasure•  Building the data model •  Profile & collections •  B2B vs B2C •  Example: order line•  Bridging the gap•  Multi-channel challenge•  Newsletter opt-out•  Conclusion•  Q & A
  • images up-selling customers productspages cross-selling content affiliates categories notifications statistics shops reviews variations classification baskets wishlist links coupons promotions payment orderssegments prices visits attributes shipping
  • Building the data model
  • Creating a profileDifference between users and customers! •  When to ask for what •  E-mail address information ? •  Name •  Don’t ask too much •  Address during registration! •  Gender •  Birthday •  Newsletter •  Marketing data User related
  • Profile decision What to choose as a profile ? B2C B2B VS Customer Company
  • Company dataAdditional B2B information Your customer is a •  Company company… •  Role But mails are read by •  Department humans •  Supervisor •  Budget “Business is personal” B2B
  • Assigning collections•  A collections is a list of attributes•  Directly assigned to a profile•  Each attribute has a key and a value
  • Product relationsCustomer creates relations with / between products Use products to: •  Abandoned basket •  Announce follow-ups / •  Wishlist new products in series •  Send to friend •  Trigger promotions •  Favorites / likes •  Leverage cross-selling •  Reviews •  Additional services •  Notifications Best announcement time? Product related
  • TransactionsA user / visitor becomes a customer Use prices to: •  Orders •  Calculate averages •  Offers •  Minimum & maximum spent •  Creating sub user groups Conversion related
  • Example: order line•  Registered / unregistered•  SKU•  Quantity•  Size / color•  Price•  Catalogs & categories•  Classification•  Product image•  Promotion•  Voucher / coupon usage•  Shipping method•  Payment method•  Upsell / cross-sell•  …
  • B2C Overview Basket line Notifications Order lines Wishlist line Send to friend Customer •  Direct relations to the Review customer •  Attach product info to the data container Favorite
  • B2B Overview Employees Order lines Offices Offer lines Managers Company Notifications
  • Bridging the gap
  • Overview •  Cross-channel environment •  Different components and actors •  Both online & offline •  Necessity for integratione-Channel Direct mail Customer ERP Copernica Shop Sales rep. Call center
  • Bridging the gap Direct mail COPERNICA •  Transfer data from e- commerce channel to Copernica •  Through CopernicaCustomer SOAP API •  Closing the gap between e-commerce & direct mail Via SOAP API marketinge-Channel
  • Direct mail COPERNICA Via SOAP API Call centerCustomer Sales rep. ERP Pickup in store Shope-Channel Cross-channel solution! Offline data
  • The newsletter challenge
  • Newsletters challenge Direct mail COPERNICA •  Customer opt-in during registration •  Data is kept in e-channel •  Mails offer opt-out option, stored inCustomer Copernica •  Should be transferred back to e-channel •  Different newsletter types •  General Newsletter opt-out •  Brand specifice-Channel •  Third party
  • Conclusion
  • ConclusionHey, I just met you, and this is crazyBut here’s my basket, so mail me maybe profile order wishlist review
  • Conclusion•  Copernica bridges gap between e-channel & DM data•  …and leverages TTL e-commerce approach•  Think about the data model – profile & collections•  Integration is more than technical mumbo jumbo•  e-mail address is unique key•  Different approach possible / necessary for B2B•  Choose the (richest) data source•  Take the cross-channel challenge•  Integrate newsletter opt-out
  • Q&AThank you for your attention Ian Stuyver Xplore Group @stuyvia ianstuyver www.xploregroup.be