[
The
perfect
journey
]
A
customer
experience
journey
across
mul3ple
channels

[
Customer
experience
journey
]
Reten3on
Customer
Profile
Prospect
Customer
-­‐12
-­‐11
-­‐10
-­‐9
-­‐8
-­‐7
-­‐6
-­‐5
-­‐4
-­‐3
-­‐2
-­‐1
0
1
2
3
4
5
6
7
8
9
10
11
12
Considera3on
Visitor
Behaviour
Weeks
10/22/09
©
Datalicious
Pty
Ltd
2

[
Customer
experience
journey
]
1. Awareness
and
considera3on
2. Research
and
inten3on
3. Purchase
and
delivery
4. Adop3on,
usage
and
service
5. Reten3on
or
re-­‐sell,
cross-­‐sell,
up-­‐sell
10/22/09
©
Datalicious
Pty
Ltd
3

101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
Research
and
inten;on
]
10/22/09
©
Datalicious
Pty
Ltd
4

The
journey
starts
with
being
found
10/22/09
©
Datalicious
Pty
Ltd
5

[
New
consumer
decision
journey
]
From
linear
Paid
and
organic
search
presence
during
the
extended
research
phase
even
more
important
To
circular
10/22/09
©
Datalicious
Pty
Ltd
6

Make
landing
pages
relevant
(to
search
terms)
10/22/09
©
Datalicious
Pty
Ltd
7

[
Addi;onal
targe;ng
parameters
]
10/22/09
©
Datalicious
Pty
Ltd
8

Customize
off-­‐page
content
as
well
10/22/09
©
Datalicious
Pty
Ltd
9

Change
content
for
repeat
visitors
10/22/09
©
Datalicious
Pty
Ltd
10

[
Affinity
targe;ng
in
ac;on
]
Different
types
of
visitors
respond
to
different
ads.
By
using
category
affinity
targe3ng,
response
rates
are
liSed
significantly
across
products.
Click-­‐Through
Rate
By
Category
Affinity
Message
Postpay
Prepay
Broadb.
Business
Blackberry
Bold
- - - +
5GB
Mobile
Broadband
- - + -
Blackberry
Storm
+ - + +
12
Month
Caps
- + - +
10/22/09
©
Datalicious
Pty
Ltd
11

The
journey
con;nues
away
from
your
site
10/22/09
©
Datalicious
Pty
Ltd
12

Make
these
places
part
of
the
experience
10/22/09
©
Datalicious
Pty
Ltd
13

Don’t
get
carried
away
by
the
noise
10/22/09
©
Datalicious
Pty
Ltd
14

Find
the
right
communi;es
for
your
audience
10/22/09
©
Datalicious
Pty
Ltd
15

Ac;vely
engage
prospects
and
draw
them
in
10/22/09
©
Datalicious
Pty
Ltd
16

Close
the
deal,
always
try
to
ID
them
10/22/09
©
Datalicious
Pty
Ltd
17

[
Mul;ply
iden;fica;on
points
]
Probability
of
iden3fica3on
through
cookie
140%
120%
100%
80%
60%
40%
Iden3fying
people
online
once
is
not
enough,
20%
you
have
to
keep
re-­‐iden3fying
them
con3nuously
at
every
opportunity
or
even
create
addi3onal
opportuni3es
0%
0
4
8
12
16
20
24
28
32
36
40
44
48
Weeks
10/22/09
©
Datalicious
Pty
Ltd
18

[
Maximise
profiling
data
]
website
data
campaign
customer
data
data
10/22/09
©
Datalicious
Pty
Ltd
19

Build
profiles
across
brands
in
your
company
10/22/09
©
Datalicious
Pty
Ltd
20

[
Extended
targe;ng
plaRorm
]
Publishers
SMH,
NineMsn,
etc
Publishers
Partners
Pirelli,
Blaupunkt,
etc
Partners
Network
Audi,
Volkswagen
Network
Brand
Audi
Brand
10/22/09
©
Datalicious
Pty
Ltd
21

101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
Purchase
and
delivery
]
10/22/09
©
Datalicious
Pty
Ltd
22

Retail
is
a
key
part
of
the
experience
10/22/09
©
Datalicious
Pty
Ltd
23

Connect
offline
with
online
profiles
10/22/09
©
Datalicious
Pty
Ltd
24

Surveys
and
emails
are
just
one
way
10/22/09
©
Datalicious
Pty
Ltd
25

Tracking
shipments
is
another
way
10/22/09
©
Datalicious
Pty
Ltd
26

Be
crea;ve,
add
value
and
connect
online
to
offline
10/22/09
©
Datalicious
Pty
Ltd
27

101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
Adop;on,
usage
and
service
]
10/22/09
©
Datalicious
Pty
Ltd
28

Communi;es
are
not
just
for
acquisi;on
10/22/09
©
Datalicious
Pty
Ltd
29

Talk
to
your
customers
aWer
the
purchase
10/22/09
©
Datalicious
Pty
Ltd
30

Offer
them
services
that
s;mulate
usage
10/22/09
©
Datalicious
Pty
Ltd
31

101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
Re-­‐sell,
cross-­‐sell
or
up-­‐sell
]
10/22/09
©
Datalicious
Pty
Ltd
32

Don’t
send
me
prices,
send
me
exci;ng
offers
10/22/09
©
Datalicious
Pty
Ltd
33

Great
experiences
leave
las;ng
impressions
10/22/09
©
Datalicious
Pty
Ltd
34

101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
Summary
]
10/22/09
©
Datalicious
Pty
Ltd
35

Customer
profiling
at
all
touch
points
10/22/09
©
Datalicious
Pty
Ltd
36

Be
smart
about
your
targe;ng
10/22/09
©
Datalicious
Pty
Ltd
37

The
whole
experience
counts
hZp://www.youtube.com/watch?v=7sWPHKU1XZU
10/22/09
©
Datalicious
Pty
Ltd
38

[
A
few
good
examples
]
 Fiat
online
car
customiza3on
compe33on
 Audi
le_ers
about
key
staff
changes
 Watch
your
Bentley
being
build
 Free
car
washes
from
Holden
 Porsche
ad
with
young
boy
10/22/09
©
Datalicious
Pty
Ltd
39

Ques;ons
Chris3an
Bartens
cbartens@datalicious.com
Updates
twi_er.com/datalicious
blog.datalicious.com
10/22/09
©
Datalicious
Pty
Ltd
40

10/22/09
©
Datalicious
Pty
Ltd
41