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E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
E-Commerce: Take the money and run?
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E-Commerce: Take the money and run?

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How to build a lasting relationship

How to build a lasting relationship

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  • Transcript

    • 1. E-Commerce: Take the money and run? How to build a lasting relationship Netcomm eCommerce Forum 14 May 2008 Andrea Rubei General Manager Europe, Middle East and Africa
    • 2. The Math is simple!
    • 3. Personalization: a thing of the past? <ul><li>In the mid 90s Peppers and Rogers wrote a series of groundbreaking books on One to One marketing concepts </li></ul><ul><li>Build lasting relationships with customers, instead of “taking the money and running” </li></ul><ul><li>BroadVision built a software application suite around these principles </li></ul>
    • 4. One-to-One Principles <ul><li>Based on user preferences and behaviour, define overlapping customer segments to make targeting more and more specific </li></ul>Segment 2 Segment 1 Segment 3
    • 5. Stuck! Direct Mail Direct marketing targeted promotions Why is so much of the web still stuck here? Print: dir, classified, newspaper, magazine Television Billboard Radio Mass marketing Brand awareness Provide clarity Remove complexity Achieve individuality Web Interactive marketing relationship building
    • 6. Best practice <ul><li>Pay particularly attention to how you: </li></ul><ul><ul><li>collect data from users </li></ul></ul><ul><ul><ul><li>Asking for too much data (or data which you don’t need) will discourage users from giving it to you) </li></ul></ul></ul><ul><ul><li>use data provided by users </li></ul></ul><ul><ul><ul><li>Misusing data provided by users will damage the relationship irreparably </li></ul></ul></ul><ul><li>Remember, the customer will always ask themselves “what’s in it for me?” </li></ul>
    • 7. Who do you trust? What’s in it for me?
    • 8. Collecting data, best practice: Amazon
    • 9. Collecting data: Play.com (and many others)
    • 10. Collecting data: Play.com (and many others)
    • 11. Using data, best practice: Amazon <ul><li>Explains why each item was recommended </li></ul><ul><li>Allows user to modify criteria </li></ul>
    • 12. Using data: Facebook Beacon <ul><li>In 2007, Facebook launched “Beacon” which allowed partner retailers to track users purchases </li></ul><ul><li>Initially launched without notifying users it was happening, no easy way of opting out </li></ul>
    • 13. Personalization cycle <ul><li>Listen </li></ul><ul><ul><li>Collect data on what the user is doing </li></ul></ul><ul><li>Learn </li></ul><ul><ul><li>Understand what the data you have collected means </li></ul></ul><ul><li>Act </li></ul><ul><ul><li>Refine your personalization strategy </li></ul></ul>Listen Learn Act
    • 14. Interlocking cycles Preference Recommendation Entitlement Really, each of the different personalization models has their own cycle, but can share what they learn Learn Act Listen Act Listen Listen Act
    • 15. “ How to” guide for Online best practices <ul><li>Perform a “health check” of your online offering: </li></ul><ul><ul><ul><li>Look into the key areas of strength of your online offering </li></ul></ul></ul><ul><ul><ul><li>Identifying and prioritize areas for improvement (ideally based upon your current business context and objectives) </li></ul></ul></ul><ul><ul><ul><li>Look for competitive benchmark, measuring your site’s “performance” versus that of your key business competitors </li></ul></ul></ul>
    • 16. How good is my current online offering? <ul><li>What does my site do well? </li></ul><ul><li>What areas do I need to focus on? </li></ul><ul><li>What are my priorities? </li></ul>Transactional capabilities are very good Need to improve decision-support and merchandising Limited self-service support Targeted recommendations will help improve conversion rates
    • 17. Summary <ul><li>One-to-One principles enable you to build a lasting relationship with a customer </li></ul><ul><li>You need to win the trust of the customer, and not abuse it </li></ul><ul><li>THANK YOU! </li></ul><ul><li>[email_address] </li></ul>
    • 18. Solution Overview
    • 19. <ul><li>Modular solution designed for rapid deployment & ROI: </li></ul><ul><ul><li>Agility : comprehensive e-commerce capabilities which are rapidly deployable </li></ul></ul><ul><ul><li>Flexibility : ability to quickly configure new functionality to expand capabilities </li></ul></ul><ul><li>Powerful but intuitive Business Management Tools </li></ul><ul><li>Development tools designed to simplify application enhancements: </li></ul><ul><ul><li>Presentation layer (Kukini) </li></ul></ul><ul><ul><li>Business processes & logic (Process Services) </li></ul></ul><ul><ul><li>Custom component development (Java IDE) </li></ul></ul>Complex Commerce: BroadVision’s Focus Need for Flexibility Cost/ Risk Sensitivity Low High Low High Custom Development Packaged Applications Designed for Complex Commerce!
    • 20. BroadVision Kona ™: Platform & Standards Operating System Database Web Server Application Server Solaris, HP-UX, AIX, Windows Oracle, DB2, SQL Server SunOne, Microsoft IIS WebLogic, WebSphere Linux Hypersonic, MySQL Apache JBoss Commercial Platforms Open Source Platforms
    • 21. BroadVision Kona ™: Platform & Standards Integration Services Business Logic Service Layer Presentation Layer JDBC, JMS, MQ Series, EAI/ESB, etc Java Classes, Web Services EJBs, DAO HTML, XHTML, AJAX, XML, etc Technology Standards
    • 22. Kukini Commerce Product Pricing Targeted Recommendations Kukini Commerce Product Ratings My Account RIA Checkout Registration & Login Foundation Applications Discounts & Vouchers Product Catalogue Personalisation User Generate Content Order History Product Returns Kukini Commerce is a fully functional e-commerce Web application, designed to be the foundation for your Web site
    • 23. Personalisation Services™ <ul><li>User profile </li></ul><ul><li>User segments </li></ul><ul><li>Community-based </li></ul><ul><li>Information filtering </li></ul><ul><li>Personalised navigation </li></ul><ul><li>A/B Split testing </li></ul><ul><li>Current behaviour </li></ul><ul><li>Previous activities </li></ul><ul><li>Personalised notifications </li></ul><ul><li>Role-based (employee, customer, partner, etc) </li></ul><ul><li>Context-based (job, task, project, etc) </li></ul><ul><li>Device and location-based </li></ul><ul><li>Presentation-based </li></ul><ul><li>Advanced search </li></ul>Partners Employees Customers
    • 24. BroadVision Content Services™ <ul><li>Intuitive, integrated Web-based Content Management: </li></ul><ul><ul><li>WYSIWYG content creation both in Kukini Commerce and BVMC </li></ul></ul><ul><ul><li>RTE and RIA-enabled publishing forms </li></ul></ul><ul><ul><li>Supports for multimedia assets and documents </li></ul></ul><ul><ul><li>Full version control (check-in/out) </li></ul></ul><ul><ul><li>Content archiving and roll-back </li></ul></ul><ul><ul><li>Comprehensive content workflow </li></ul></ul><ul><ul><li>Flexible group level access control </li></ul></ul><ul><ul><li>Configurable review, approval and automatic/ scheduled publishing processes </li></ul></ul><ul><ul><li>Intuitive administration in BroadVision Management Center </li></ul></ul>
    • 25. BroadVision Solution Packs <ul><li>Usability Initiatives: </li></ul><ul><ul><li>Benefits both customer and business user experience. </li></ul></ul><ul><ul><li>Utilises latest Web 2.0/Ajax technologies. </li></ul></ul><ul><li>Social Networking and Collaboration Technologies </li></ul><ul><ul><li>Discussion groups, blogs, etc </li></ul></ul><ul><ul><li>Support for RSS both as a consumer and producer </li></ul></ul><ul><li>Search Engine Optimisation: </li></ul><ul><ul><li>Get better search engine rankings! </li></ul></ul><ul><li>Guided Navigation </li></ul><ul><ul><li>Intelligent, integrated attribute-led product browse and search </li></ul></ul>
    • 26. Web Analytics <ul><li>Provides a high-value reporting and Web site analysis solution </li></ul><ul><li>Report on all key business activities: </li></ul><ul><ul><li>Web site statistics </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Campaign Management </li></ul></ul><ul><ul><li>Ordering </li></ul></ul><ul><ul><li>etc </li></ul></ul><ul><li>Different reporting/analytics solutions can be utilised e.g.: </li></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>BIRT Reporting </li></ul></ul><ul><ul><li>WebTrends </li></ul></ul><ul><ul><li>SpeedTrap for BroadVision </li></ul></ul><ul><ul><li>Existing reporting solution </li></ul></ul>
    • 27. Global Customers

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