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Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
Van surfer naar koper en terug. Connecting the dots
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Van surfer naar koper en terug. Connecting the dots

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How creating a 360° perspective on your customers? Integrating online and offline data in your marketing database...and make this data actionable.

How creating a 360° perspective on your customers? Integrating online and offline data in your marketing database...and make this data actionable.

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  • Agenda van de dag:Aantalschijnbaretegenstellingen ombuigentotopportuniteitenvoor de ‘nieuwe’ CRMAantalvragen die weuit de marktkrijgenNieuwerealiteit!Hoe CRM aan die nieuwerealiteitaanpassen?Eengoede basis isbelangrijkvoorrendabeledialogen  geïntegreerdplatform, DQ, reporting….
  • Vooral via online channels?
  • Dit impliceert in de eersteplaatsdat je de vorm van je funnelkent.Klassiekefunnel, waar de 20/80 regel vooropgaat:20% van je besteklantenstaanvoor 80% van je omzetOmgekeerdefunnel: behoort die tot de mogelijkheden?Zandloper model? Veelgoedeklanten (vb. Permanente opdrachten) en veeloccasionelegevers (vb. Navevenementen à la Music for Life) Heeftsowiesoeeneffect op hoe je me de verschillendegroepen met gaancommuniceren
  • Klantenpiramideafzettentov de verschillendecommunicatiekanalen?Zitten je besteklanten online of niet? Watwetenwe over hun online gedrag?
  • Declared vs undeclaredbehaviourWhat are surferstelling me about themselves? How can I get MORE useful information out of my consumer dialogues?Link to business drivers & consumer drivers : how to use the new available data
  • Normaal gezien koopt 1 op 18 bezoekers van een autodealer een wagenVoor leads die via tracking & scoring op de website zijn geworven (en dus info over interesses aanwezig is) loopt deze ratio op naar 35 à 40%
  • How do I get people to move fromwindow shopping on the internet to myphysical stores?
  • How do I plugmy CRM-system to this new reality? = HOW DO I CONNECT THE DOTS?
  • How do I plugmy CRM-system to this new reality? = HOW DO I CONNECT THE DOTS?In my CRM/marketing programIn the underlyingplafforms+ in the organisation! Online vs offline marketeers
  • Let’s look first at how the changing world around us influences the dialogues between brands and consumers.From conversion to conversation and then conversion!
  • Managing conversations: online, at the dealership, in the store, via traditional media, …Sothey influence yourcustomerpiramid in the most effective way: bringing in new customers and maximisingcurrentcustomer value.
  • Fromreach – connectTo reach + observe + interact + identify + finally CONNECT+ DATA isat the core COLLECTING data throughout the brand/consumer dialogues
  • Whatkind of data are youcollecting?New kinds of data: internet observations, scoresNew contact points
  • ‘Swimlanes’Niet enkelscoringgebruikenvoorlead management, maar eveneens om DB te verrijken en extra info te verzamelen over je consumenten
  • Constructadaptedfollow up
  • Registreervoormeerinteracties
  • Possible segmentation modelAmbassadors  they use the category and your brands (very) extensively, present a high (potential) value, and are very responsive and interactiveBelievers (in our brands)  they use the category and your brands (very) extensively, present a high (potential) value, but are hardly / moderately responsive and interactiveCreators (on our platforms)  they use the category and your brands only scarcely, present little (potential) value, but they are moderately to highly responsive and love to interactRenegades  they use the category and your brands only scarcely, present little (potential) value, and are only slightly responsive and interactive
  • E-coupon: specific for fmcg in BelgiumE-voucher  from clicks to shops automobile, travel, …DQ : key!
  • Transcript

    • 1. From surfer to customer
      and back again Connecting the dots
      13th Relationship Marketing Congress
      May 20th 2010
    • 2. PARADOX?
      Surfer vs customer
      Declared vs undeclaredbehavior
      Clicks vs mortar
      Online vs offline marketeer
      OPPORTUNITY!
    • 3. Surfers vs customers
      ‘Do I reachmymostvaluablecustomers
      through the right channels?’
    • 4. What’s the shape of yourfunnel?
      This will affect your
      Multichannel dialogue
    • 5. Where are they
      online?
    • 6. Declared vs undeclared
      behavior
      What are surferstelling me about
      themselves?
      How can I get MORE usefull information
      out of my consumer dialogues?
    • 7. 1 out of 18?
      35% to 40%!
    • 8. Clicks & mortar
      How do I get people to move fromwindow shopping on the internet to myphysical stores?
      Werebranchvisitorsearlier on the net, investigatingmyoffer?
    • 9. ON-LINE
      and
      OFF-LINE
      need to get
      IN-LINE
    • 10. HOW DO I
      CONNECT
      THE DOTS?
    • 11. Changingworlds…
      Changing dialogues!
      Customer Life Cycle
    • 12. YOUR CHALLENGE
      managing
      cross-channel conversations
      in the most profitable way
    • 13. Marketing program vs cross-channel objective
      Offline
      Getthem online
      Multi-channel dialogue
      (connectivity)
      y
      Identify
      Gather info
      n
      y
      n
      Online
    • 14. COLLECT
    • 15. Data toolbox
      PII/Contact data NAZ/tel/@/mobile/social media contact
      Declared data  survey data
      Undeclared data  interactions, clickographics, scores
      Purchase data
      Marketing action/reaction data
      Calculated data/predictions: segmentation, RFM/FRAT, LTV, current value, …
    • 16.
    • 17. Createwebsitetraffic
      Evaluatechannels on traffic AND conversion
    • 18. Tracking of the surfersbehavior
      • productinterests undeclaredbehavior
      • 19. type of interactions : low/highinvolvement
      Scoring of the individual surfer
    • 20.
    • 21.
    • 22. Qualify!
      • linking clicks to mortar!
      • 23. adapt conversation to status
      ‘client’/‘prospect’
    • USE all possible data for a segmented
      marketing program
      • adapated to consumer
      needs
      • drivingyour business
    • Possible Segmentation Variables
      Business Drivers
      Consumer Drivers
      What categories/brands do they use ? Yours and/or others ?
      What’s the usage frequency?
      What value does this represent?
      What growth potential do they have ?
       Current and potential value calculation
      What activity can we measure that represents involvement ? (visible or not to the consumer)
      What activity do we value ?
      What value do we attribute to this ?
      How do we reward the consumer for this ?
       Measure of involvement /responsiveness / interaction
    • 26. Connecting the dots…
      Ambassadors
      High
      Believers
      Creators
      Business Drivers
      Renegades
      Medium
      Low
      High
      Involvement
      Medium
      Involvement
      Low
      Involvement
      Consumer Drivers
    • 27. Consequences for data acquisition
      Business Drivers
      Consumer Drivers
      Personal data incl. age
      Family composition
      Category usage & frequency
      Brand usage
      Shopping habits
      Amount of weekly shopping basket
      Income HH
      Registration of behaviour that manifests involvement and responsiveness / interaction
      Registration of rewards obtained through that behaviour
      Registration of reward / coupon / saving card redemption
      Product interests
      Make sure the database is ready for it !
    • 28. What do you need?
    • 29. Shop
      transactions
      Web
      site
      Client segmentation
      Single customerview
      Email campaigntool
      Campaignmanagement
      Reporting
      Counting &
      Extraction tool
    • 30. A tailormade solution for each business
    • 31. OFFLINE
      ONLINE
      STAGING AREA
      DATA QUALITY
      REWARDS
      STANDARD
      SURVEYS
      (MULTI-BRAND)WEB PLATFORM(s)
      AD HOC
      SURVEYS
      Single customer view DB
      Reports
      WEB ACTIVITY & COUPONS
      SWITCHBOARD
      e-couponing
      CONSUMER
      PROFILE
      Counting
      SENDS,
      OPENINGS,
      CLICKS &
      BOUNCES
      E-MAIL
      PLATFORM
      messagent
    • 32. CONNECTING THE DOTS
      … betweenwebsite interactions and
      ‘traditional’ CRM building blocks
      … using new types of consumer data
      … turnedintoprofounderknowledge
      … for new segmentation models
      … turnedinto a true marketing program
      … supported by the right
      … for better dialogues, generatingmore ROI
    • 35. Connecting dots
      together?
      Contact me!
      An Louwagie
      Marketing Manager Interactive
      Marketing
      WDM Belgium
      alo@wdmbelgium.be

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