After Logoff: Why Leading Marketers Mix Online & Offline Data For Richer Insight<br />Mark Swenson<br />Director, Customer...
after logoff<br />I have something you may not have, but that you need: I know what your customers & visitors do after the...
could this info help you?<br />post-purchase<br />pre-purchase<br />abandoned basket<br />negative online review<br />prom...
REDUCE<br />COSTS<br />IMPROVE<br />SATISFACTION<br />DRIVE<br />REVENUE<br />
drive revenue<br />You’re spending lots on digital advertising.<br />Is your money in the right place?  <br />Is it drivin...
which ad performs better?<br />220,000 impressions<br />8,000 click-thrus<br />85 applications<br />147,000 impressions<br...
measure true value of digital advertising<br />visitors<br />   eligible<br />   impres-sions<br />click-   thru<br />    ...
reduce costs<br />coordinating marketing messages puts a browsing session in context of an overall shopping mission<br />a...
abandoned carts<br />70% of cross-channel shopping missions involve 1+ abandoned cart1<br />action taken2:<br />send aband...
abandoned carts aren’t always abandoned<br />
interactivity path<br />online<br />offline<br />mobile phone<br />mailer with 20% off<br />Fri 17:00<br />Groupon $25 off...
Cabela’s<br />
Cabela’s<br />understand how online & offline marketing activities contribute to conversion <br />found some customers get...
improve satisfaction<br />serving customers requires understanding the entire customer relationship, across channels<br />...
“how to cancel” search term<br />the #1 search term at one of our customers<br />natural inclination is to send retention ...
what does she do after logoff, anyway?<br />the ‘path to purchase’ for the digital age consumer goes across online & offli...
thanks<br />mark.swenson@teradata.com<br />teradata.com/customer-management<br />
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Engage EMEA 2010 - After Logoff - Teradata

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Engage EMEA 2010 - After Logoff - Teradata

  1. 1.
  2. 2. After Logoff: Why Leading Marketers Mix Online & Offline Data For Richer Insight<br />Mark Swenson<br />Director, Customer Management Practice, Teradata<br />
  3. 3. after logoff<br />I have something you may not have, but that you need: I know what your customers & visitors do after they log off. <br />
  4. 4. could this info help you?<br />post-purchase<br />pre-purchase<br />abandoned basket<br />negative online review<br />promoted in banner ad<br />accessory to item bought online<br />from wish list<br />frequent anonymous visitor receiving heaps of re-targeting messages<br />tender used online<br />add to online “favourites” by scanning QR code with mobile phone<br />within 1 hour of last browse session<br />
  5. 5. REDUCE<br />COSTS<br />IMPROVE<br />SATISFACTION<br />DRIVE<br />REVENUE<br />
  6. 6. drive revenue<br />You’re spending lots on digital advertising.<br />Is your money in the right place? <br />Is it driving value?<br />Short-term metrics provide good measures of success.<br />Longer-term metrics can give you a broader perspective to understand the impact of your advertising.<br />
  7. 7. which ad performs better?<br />220,000 impressions<br />8,000 click-thrus<br />85 applications<br />147,000 impressions<br />3,200 click-thrus<br />49 applications<br />
  8. 8. measure true value of digital advertising<br />visitors<br /> eligible<br /> impres-sions<br />click- thru<br /> conver-sion<br /> £ value<br />3m<br />20%<br />(600k)<br />10%<br />(60k)<br />2%<br />25%<br />(15k)<br />0.5%<br />50%<br />(7.5k)<br />0.25%<br />£1.5m monthly<br />actual results from a joint Webtrends-Teradata client<br />impression<br />approval<br />card issued<br />card activated<br />spend on card<br />
  9. 9. reduce costs<br />coordinating marketing messages puts a browsing session in context of an overall shopping mission<br />a cross-channel contact strategy maximises margin & prevents inconvenienced or confused customers<br />
  10. 10. abandoned carts<br />70% of cross-channel shopping missions involve 1+ abandoned cart1<br />action taken2:<br />send abandoned cart email, 20%<br />personalised, 40%<br />include photo of abandoned items, 40%<br />offer discount/incentive, 15% (down from 29%)<br />average timing, 6 days later<br />
  11. 11. abandoned carts aren’t always abandoned<br />
  12. 12. interactivity path<br />online<br />offline<br />mobile phone<br />mailer with 20% off<br />Fri 17:00<br />Groupon $25 offer<br />Sat 8:50<br />browse item online<br />Sat 9:00<br />starts cart; abandons<br />Sat 9:10<br />tries on in store<br />Foursquare check-in<br />Sat 11:00<br />email: 30% offer<br />mobile: 25% coupon<br />Sat 11:15<br />contact optimisation<br />a contact optimisation engine could have automatically filtered these contacts by type, strategy & recency of other contacts, across channels, allowing only the best one(s) to go out<br />
  13. 13. Cabela’s<br />
  14. 14. Cabela’s<br />understand how online & offline marketing activities contribute to conversion <br />found some customers get – across channels – 20 distinct contacts/week<br />customers continually buy – they just take breaks<br />1st browse session rarely converts<br />best investment: detect when kicking off a new “shopping mission”<br />synchronised cross-channel cadenced contacts<br />
  15. 15. improve satisfaction<br />serving customers requires understanding the entire customer relationship, across channels<br />TRIGGER:<br />online search phrase:<br />“how to cancel”<br />ACTION:<br />outbound call from call centre<br />RESULT:<br />66% didn’t cancel;<br />RESULT:<br />66% didn’t cancel; 90% of the control group did<br />
  16. 16. “how to cancel” search term<br />the #1 search term at one of our customers<br />natural inclination is to send retention offer<br />online + offline holistic view help us act smart<br />our analysis found 4 other possible scenarios:<br />maybe he’s already flagged as a churn risk & has received other retention offers; no need to offer more thru re-targeting<br />did we want to save the customer anyway? <br />offline data mining scores may show he wasn’t profitable<br />could be a new customer researching terms & conditions<br />perhaps he’s moving house & we can actually sell him additional products/services, or ensure all accounts are updated<br />
  17. 17. what does she do after logoff, anyway?<br />the ‘path to purchase’ for the digital age consumer goes across online & offline<br />after an online research session:<br />42% purchased online<br />34% purchased in store<br />7% purchased in store & then did follow up research online<br />Source: Google/OTX Post-Holiday Consumer Study, January 2010<br />
  18. 18. thanks<br />mark.swenson@teradata.com<br />teradata.com/customer-management<br />
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