Data-Driven Marketing Roadshow Selligent - March 27, 2014
Upcoming SlideShare
Loading in...5
×
 

Data-Driven Marketing Roadshow Selligent - March 27, 2014

on

  • 424 views

Presentation by Selligent Vice President Jan Teerlinck. Data-Driven Marketing Road Show at DCU The Helix, Dublin, March 27 2014

Presentation by Selligent Vice President Jan Teerlinck. Data-Driven Marketing Road Show at DCU The Helix, Dublin, March 27 2014

Statistics

Views

Total Views
424
Views on SlideShare
423
Embed Views
1

Actions

Likes
0
Downloads
26
Comments
0

1 Embed 1

http://www.slideee.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Data-Driven Marketing Roadshow Selligent - March 27, 2014 Data-Driven Marketing Roadshow Selligent - March 27, 2014 Presentation Transcript

  • Bridging the gap between Relationship marketing & Digital performance marketing Jan Teerlinck VP Product marketing Welcome
  • Acquiring customers CustomersContactsVisitors (Anonymous) (Identified) ‘Owned’ media‘PAID’ media CRMTraffic ‘Customer ID’ world‘Cookie’ world
  • Two worlds in Marketing Automation Display / Search / Social /CMS Relationship marketing (multi-channel campaign management) Known customers / contactsAnonymous visitors Optimised content Optimised content DATA DRIVEN
  • • Multi-channel campaign management • New-York, Brussels, Paris, Barcelona, Munich, Amsterdam • ± 400 clients in 13 countries - Focus on B2C Gartner (MCCM) ABOUT SELLIGENT
  • Marketing automation in the ‘customer world’ Detect high value customer segments Create great interaction to engage and make them buy Executed timely & consistently across channels Optimise offers & content for maximal conversion
  • Main driver: Create better interaction 7 DATA ANALYSE CREATE EXECUTE OPTIMISE 1.Channels executed by silo systems 2.Traditional one-way ‘spray & pray’ 3.Limited to outbound only Typical challenges: Customer centric marketing Integrated inbound & outbound Multi-step dialogues across channels EVOLVE
  • Social publish Social registration Web page Twitter direct E-mail Mobile Connected experiences across channels 1) Integration drastically simplifies your day-to-day 2) Interaction = PROCESS Right message, right time
  • Example: Optimise conversion 9 Order your pre-pay SIM card on-line Re-targeting messages via e-mail Return to point where person dropped off
  • Example: life-cycle process 10 INFORM UPSELL SERVICE UPSELL 1 to 1 dialogue to grow customer value: From pre-pay to Post-pay Offerings based on personal call behavior On-line & in-shop integration
  • Example: preference center for personalisation 11 Birthday: send personalized coupon for in-theater redemption Use alibi to survey customer – ask for preferences Future communication is personalised
  • Data challenges for CRM 12 DATA ANALYSE CREATE EXECUTE OPTIMISE Registrations Data used by CRM marketers: TRANSACTIONAL DATA Socio-demo Preference data Service data Purchase data INTERACTION DATAEXTEND People interact with you before they buy
  • Own media Identified Anonymous Paid media The historic division Paid media Identified Anonymous Own media None -PII Digital Marketing Relationship Marketing PII Web analytics Re-targeting E-mail Display
  • Own media Identified Anonymous Paid media Using CRM data in the digital ecosystem Paid media Identified Anonymous Own media None -PII Digital Marketing DATA ON-BOARDING Relationship Marketing PII AMPLIFY Web analytics
  • Facebook Custom Audiences (CA) 15 • Use your CRM data on Facebook Target your contacts/customers on Facebook Data on-boarding
  • Facebook Custom Audiences (CA) 16 • Inclusion & exclusion targeting • Extend with look-alike audiences Data on-boarding
  • General data on-boarding 17 • Target your contacts/customers wherever they are Data on-boarding
  • Twitter Tailored Audiences 18  E-mail address (your customers)  Cookie (your visitors)  Twitter username or ID (everyone) • Continue a conversation that started outside Twitter Data on-boarding
  • Own media Identified Anonymous Paid media The only none customer centric quadrant Paid media Identified Anonymous Own media None -PII Digital Marketing DATA ON-BOARDING Relationship Marketing PII AMPLIFY Web analytics
  • • Too much effort to make it usable for marketers FORMAT Web analytics not fit for CRM
  • • Customer data and digital data is not in the same place LOCATION Web analytics not fit for CRM
  • • Can’t link them to customer records IDENTITY Web analytics not fit for CRM
  • • CRM is not a priority for the digital team PRIORITY Web analytics not fit for CRM
  • Web analytics not fit for CRM Trying to combine things that where never designed to fit together
  • Own media Identified Anonymous External media Finding the good from the bad External media Identified Anonymous Own media PII None -PII Digital Marketing Relationship MarketingDATA ON-BOARDING See people through traffic BEHAVIORAL
  • Web Analytics Traffic mgr <GOOGLE> Blending CRM data with behavioral data Selligent Behavioral <SELLIGENT> Cross-channel Execution CRM mgr Customer analytics BEHAVIORALBEHAVIORAL CRM data Behavioral data CRM Making interaction data from DIGITAL channels ACTIONABLE for CRM  INSIGHT  TARGET
  • Own media Identified Anonymous External media All is ‘customer / visitor centric’ now External media Identified Anonymous Own media PII None -PII RE-TARGET RE-TARGET Digital Marketing Relationship MarketingDATA ON-BOARDING AMPLIFY PROFILE GROWDB
  • Conclusion “Bridging the gap” 28 “Everything is coming together.” “It no longer makes economic sense to send messages to the many in hopes of persuading the few.” “Digital and CRM staff will work far more closely together.” Jan.Teerlinck@Selligent.com +32 473 361 498