Progressive profiling across online channelsGruadually build relationshipswithyourvisitors<br />June 23th, 2011<br />					...
Introducing GX Software<br />Internet marketing software vendor<br />15 years in business, privately owned<br />Offices in...
Agenda<br />Challenges getting to know your customer<br />Progressive Profiling Capabilities<br /><ul><li> How it works
 Insight in profiles
 What your visitor sees</li></ul>Business benefits<br />Q&A<br />Progressive profiling across online channels<br />
First meeting….<br />Progressive profiling across online channels<br />Hi, what is your name, age, email address, professi...
Second meeting….<br />Progressive profiling across online channels<br />Hi, what is your name, age, email address, profess...
“…as long as you both shall live”<br />Progressive Profiling across channels<br />
Conversation cycle<br />
“in your face profiling”<br />Customers get frustrated<br />Progressive profiling across online channels<br />
Voorbeeld presentatie<br />Best practice show:<br />Ask only 2 questions at a time<br />
Listen to your customer<br />Progressive Profiling<br />	Process of collecting customer	intelligence over time, gradually<...
Listen with Progressive Profiling<br />Meet Susan Whistler<br />susan@me.com<br />
Susan visits one of your websites for the first time. <br />BlueConiccreates  an anonymous profile<br />Listen with Progre...
Listen with Progressive Profiling<br />Susan visits one of your websites for the first time. <br />BlueConiccreates  an an...
Listen with Progressive Profiling<br />Susan responds to a poll on the website. <br />The submitted data are stored in her...
Susan decides to subscribe to an e-mail newsletter<br />Listen with Progressive Profiling<br />
Listen with Progressive Profiling<br />Susan decides to subscribe to an e-mail newsletter<br />Gradually she reveils more ...
Listen with Progressive Profiling<br />On her iPhone Susan is a regular user of an App published by one of your Brands.<br />
Listen with Progressive Profiling<br />On her iPhone Susan is a regular user of an App published by one of your Brands.<br...
Listen with Progressive Profiling<br />Susan receives her first issue of the newsletter on her iPhone app. <br />She click...
Listen with Progressive Profiling<br />Her e-mail adress was encoded in the link.<br />The e-mail adress matches the store...
Listen with Progressive Profiling<br />Her e-mail adress was encoded in the link.<br />The e-mail adress matches the <br /...
Listen with Progressive Profiling<br />Her e-mail adress was encoded in the link.<br />The e-mail adress matches the store...
Listen with Progressive Profiling<br />The next week Susan returns  to <br />the first website.<br />
Listen with Progressive Profiling<br />In the next weeks Susan returns  to <br />the first website. <br />Reveiling pieces...
Listen with Progressive Profiling<br />At home Susan uses a different PC and browser.<br />
Listen with Progressive Profiling<br />Your marketing team set up  a facebook campaign on one of your accounts announcing ...
Listen with Progressive Profiling<br />Susan is triggered by the promotional message published on your Wall and she clicks...
Listen with Progressive Profiling<br />Susan is triggered by the promotional message published on your Wall and she clicks...
Listen with Progressive Profiling<br />In the shop Susan, browes and searches for related products.<br />
Listen with Progressive Profiling<br />In the shop Susan, browes and searches for related products.<br />The preferences s...
Listen with Progressive Profiling<br />Finally Susan decides to buy one of the promoted products.<br />Susans conversion i...
Listen with Progressive Profiling<br />Susans profile is updated in real time with all relevant checkout data.<br />
Listen with Progressive Profiling<br />Susans profile is updated in real time with all relevant checkout data.<br />The su...
Listen with Progressive Profiling<br />Susans profile is updated in real time with all relevant checkout data.<br />The  s...
Listen with Progressive Profiling<br />Susan keeps growing engagement <br />as she reconnects on a regular basisto your di...
Listen with Progressive Profiling<br />Susan keeps growing engagement <br />as she reconnects on a regular basisto your di...
Listen with Progressive Profiling<br />Susan keeps growing engagement <br />as she reconnects on a regular basisto your di...
Listen with Progressive Profiling<br />Susan keeps growing engagement <br />as she reconnects on a regular basisto your di...
Listen with Progressive Profiling<br />Susan keeps growing engagement <br />as she reconnects on a regular basisto your di...
Jeep – They’ll know who you are! <br />Progressive profiling across online channels<br />
Loyalcustomersincreaserevenue<br />}23% premium<br />
Customer Profiles strengthen the core functions<br />    Sales<br />    + Qualificationof prospects<br />    + Connecting ...
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eDay2011 - Jeroen Bouwmeester - GX Software

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  • Goedenmiddag en welkom bij dit webinar over customer-driven online engagement. Mijn naam is Daan van der Lugt en mag vandaag u deze presentatie geven. Het doel van vandaag is u een inzicht te geven in de eerste ervaringen betreffende het online volgen en interacteren met uw klanten, met ons nieuwe product: BlueConic. Ik zal dit doen aan de hand van 2 real-life use cases en wat inzicht in de feitelijke toepassing van BlueConic zelf. Ik verwacht dat de presentatie iets minder dan een half uur in beslag zal nemen, zodat u in korte tijd de net zo enthousiast over BlueConic zal zijn als wij bij GX dat zijn.
  • Imagine this, you meet someone for the first time and immediatly start asking all sorts of detailed, inappropiate and explicit information. Your last question is to immediately enter into a long term relationship and get married…you think this is gonna work? Probably not….only to a few lucky ones 
  • Imagine this, you meet someone for the first time and immediatly start asking all sorts of detailed, inappropiate and explicit information. Your last question is to immediately enter into a long term relationship and get married…you think this is gonna work? Probably not….only to a few lucky ones 
  • Engagement ofwel klantbetrokkenheid bestaat uit vier stappen.Listen at real-time: keeping track of what an (anonymous or known) visitor does on all of your sites and (mobile) channels. Can also include social media.Based on the visitor’s profile, you can try to understand him better. What does he look for, what is his demographics, what are his preferred channels to engage with him, what is the tone of voice to use etc.Then the actual interaction starts. You can interact with him, knowing his whereabouts as well as understanding him (at first only a little, but along the way, more and more). You can send him an email, tweet, or you can update your site with some dynamic content as he visits it. You turn your online channels into a personal experience for your visitor. This will help in getting to know eachother even better, as the visitor will share more and more information with you.Improve means that you can improve your interactions with your customer/visitor, which leads to even better (more ‘targeted’ or dedicated) listening to him, and so on.
  • B2B example of downloading just a whitepaper.Adobe: a pretty big name in online marketing, making his own mistakes.
  • Every marketer wants to ask hundreds of questions to their customers and prospective customers. Yet we can not do this, because there is a risk of asking to much and unrelevant (offensive) questions at the first time – or basically at any moment in time – and increase the online customer abandon rate.
  • It is the practice of asking more data as you need it, as people progress through a customer lifecycle, or you need to get more to give more. And guess what? It works. Really, we know!Over time, your prospects climb a ladder of qualification and segmentation giving both marketing and sales better information and creating a far more robust profile on your prospect than is possible with static forms. It’s particularly valuable for situations where prospects engage with your website several times over weeks or months. Most marketers understand the value of adding contacts to their database. They understand that each qualified contact they add is another opportunity to sell. But many marketers miss the amazing value of getting those prospects to gradually add to their profile over time. If your website focuses exclusively on retrieving name and email… but fails to collect more information with which to personalize and qualify in follow-up interactions, you can make huge gains via Progressive Profiling. Progressive profiling = gradual engagement….building a relationship
  • Single brand, multiple channels!After visiting jeep.nl the first time as anonymous visitor to see what cars they have, I went to the http://www.jeeppatriot.com to learn more about this specific model Jeep Patriot. Before entering the forum, you have to sign up giving your email address.On the forum, a link was made to the Jeep Facebook page because it contains a nice movie on Jeep Patriot.Having seen all this, I decided to go back to the original jeep.nl company site, and to my surprise, it already showed a customized page with a green Jeep Patriot.The site did this because it registered a) that I visited the site for the 2nd time, and b) it knew I looked at the jeeppatriot site and the facebook page to see more on Jeep Patriots. On top of that, it now also knows my email address, perhaps for future usage to send me a personalized message about Jeep Patriots. This can be orchestrated on an individual basis, like 2 days after my visit to the site. After downloading a brochure and knowing you come back a thrid time, Jeep can ask proactively ask me if am interested in a testdrive.
  • This brings me to the final slide. On behalf of GX Software I would like to thank you for your time and am happy to answer questions.
  • eDay2011 - Jeroen Bouwmeester - GX Software

    1. 1. Progressive profiling across online channelsGruadually build relationshipswithyourvisitors<br />June 23th, 2011<br /> Jeroen Bouwmeester<br />Business Consultant<br />
    2. 2. Introducing GX Software<br />Internet marketing software vendor<br />15 years in business, privately owned<br />Offices in Nijmegen (NL), Redwood City (USA) and New York (USA), Brussels (BLG)<br />150+ enterprise clients in Europe and USA<br />Progressive profiling across online channels<br />
    3. 3. Agenda<br />Challenges getting to know your customer<br />Progressive Profiling Capabilities<br /><ul><li> How it works
    4. 4. Insight in profiles
    5. 5. What your visitor sees</li></ul>Business benefits<br />Q&A<br />Progressive profiling across online channels<br />
    6. 6. First meeting….<br />Progressive profiling across online channels<br />Hi, what is your name, age, email address, profession and telephone number? <br />…..Shall we marry?<br />
    7. 7. Second meeting….<br />Progressive profiling across online channels<br />Hi, what is your name, age, email address, profession and telephone number? <br />…..Shall we marry?<br />
    8. 8. “…as long as you both shall live”<br />Progressive Profiling across channels<br />
    9. 9. Conversation cycle<br />
    10. 10. “in your face profiling”<br />Customers get frustrated<br />Progressive profiling across online channels<br />
    11. 11. Voorbeeld presentatie<br />Best practice show:<br />Ask only 2 questions at a time<br />
    12. 12. Listen to your customer<br />Progressive Profiling<br /> Process of collecting customer intelligence over time, gradually<br /> Continously listening to behavior, intensions and needs <br /> Profile gets enriched with every touchpoint <br /> Ask less, gain more!<br />Progressive profiling across online channels<br />
    13. 13. Listen with Progressive Profiling<br />Meet Susan Whistler<br />susan@me.com<br />
    14. 14. Susan visits one of your websites for the first time. <br />BlueConiccreates an anonymous profile<br />Listen with Progressive Profiling<br />
    15. 15. Listen with Progressive Profiling<br />Susan visits one of your websites for the first time. <br />BlueConiccreates an anonymous profile<br />At each next touch point Susan’s profile is progressively filled with all kinds of behavioural data<br />
    16. 16. Listen with Progressive Profiling<br />Susan responds to a poll on the website. <br />The submitted data are stored in her anonymous profile.<br />
    17. 17. Susan decides to subscribe to an e-mail newsletter<br />Listen with Progressive Profiling<br />
    18. 18. Listen with Progressive Profiling<br />Susan decides to subscribe to an e-mail newsletter<br />Gradually she reveils more and more of her identity<br />
    19. 19. Listen with Progressive Profiling<br />On her iPhone Susan is a regular user of an App published by one of your Brands.<br />
    20. 20. Listen with Progressive Profiling<br />On her iPhone Susan is a regular user of an App published by one of your Brands.<br />The use of the App triggers the creation and nurture of a new BlueConic profile for Susan<br />
    21. 21. Listen with Progressive Profiling<br />Susan receives her first issue of the newsletter on her iPhone app. <br />She clicks on a link in the e-mail. <br />
    22. 22. Listen with Progressive Profiling<br />Her e-mail adress was encoded in the link.<br />The e-mail adress matches the stored e-mail adress on the other channel. <br />
    23. 23. Listen with Progressive Profiling<br />Her e-mail adress was encoded in the link.<br />The e-mail adress matches the <br />stored e-mail adress on the other channel.<br />
    24. 24. Listen with Progressive Profiling<br />Her e-mail adress was encoded in the link.<br />The e-mail adress matches the stored e-mail adress on the other channel.<br />The two profilesmerge in Real Time…<br />
    25. 25. Listen with Progressive Profiling<br />The next week Susan returns to <br />the first website.<br />
    26. 26. Listen with Progressive Profiling<br />In the next weeks Susan returns to <br />the first website. <br />Reveiling pieces of her identity <br />with every click<br />
    27. 27. Listen with Progressive Profiling<br />At home Susan uses a different PC and browser.<br />
    28. 28. Listen with Progressive Profiling<br />Your marketing team set up a facebook campaign on one of your accounts announcing a promotion in your online shop. <br />At home Susan uses a different PC and browser.<br />
    29. 29. Listen with Progressive Profiling<br />Susan is triggered by the promotional message published on your Wall and she clicks the corresponding short URL<br />
    30. 30. Listen with Progressive Profiling<br />Susan is triggered by the promotional message published on your Wall and she clicks the corresponding short URL<br />A new Profile is created on the fly.<br />
    31. 31. Listen with Progressive Profiling<br />In the shop Susan, browes and searches for related products.<br />
    32. 32. Listen with Progressive Profiling<br />In the shop Susan, browes and searches for related products.<br />The preferences she reveals are stored in her profile immediately.<br />
    33. 33. Listen with Progressive Profiling<br />Finally Susan decides to buy one of the promoted products.<br />Susans conversion is attributed directly to the Facebook campaign<br />Susan has submitted her e-mailadress on checkout.<br />
    34. 34. Listen with Progressive Profiling<br />Susans profile is updated in real time with all relevant checkout data.<br />
    35. 35. Listen with Progressive Profiling<br />Susans profile is updated in real time with all relevant checkout data.<br />The submitted e-mail adress matches the one stored in the unified profile.<br />
    36. 36. Listen with Progressive Profiling<br />Susans profile is updated in real time with all relevant checkout data.<br />The submitted e-mail adress matches the one stored in the unified profile.<br />The two profiles merge in Real Time.<br />
    37. 37. Listen with Progressive Profiling<br />Susan keeps growing engagement <br />as she reconnects on a regular basisto your different channels …<br />
    38. 38. Listen with Progressive Profiling<br />Susan keeps growing engagement <br />as she reconnects on a regular basisto your different channels …<br />… Sharing Motivations, Perceptions, Needs and Behavior…<br />
    39. 39. Listen with Progressive Profiling<br />Susan keeps growing engagement <br />as she reconnects on a regular basisto your different channels …<br />… Sharing Motivations, Perceptions, Needs and Behavior…<br />…with each and every click, submit or view...<br />
    40. 40. Listen with Progressive Profiling<br />Susan keeps growing engagement <br />as she reconnects on a regular basisto your different channels …<br />… Sharing Motivations, Perceptions, Needs and Behavior…<br />… on any of your channels or brands.<br />…with each and every click, submit or view...<br />
    41. 41. Listen with Progressive Profiling<br />Susan keeps growing engagement <br />as she reconnects on a regular basisto your different channels …<br />… Sharing Motivations, Perceptions, Needs and Behavior…<br />… on any of your channels or brands.<br />…with each and every click, submit or view...<br />
    42. 42. Jeep – They’ll know who you are! <br />Progressive profiling across online channels<br />
    43. 43. Loyalcustomersincreaserevenue<br />}23% premium<br />
    44. 44. Customer Profiles strengthen the core functions<br /> Sales<br /> + Qualificationof prospects<br /> + Connecting to the customers <br /> conversation<br /> Marketing<br /> + Improvedtargetingandhigher ROI<br /> + Customer retention<br /> Management<br /> + Higher efficiency<br /> + Better informed decisions<br /> Product development<br /> + Identifyinginnovative trends<br /> + Translate customer requirements <br /> into product requirements<br />
    45. 45. Customer profiles help the customer<br />R.E.S.P.E.C.T!<br />
    46. 46. BlueConic: customer-driven online engagement<br />Thank you!<br />Jeroen Bouwmeester<br />jeroen.bouwmeester@gxsoftware.com<br />+31- 24 3888 261<br />www.gxsoftware.com<br />
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