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Connecting Customer Experience Management to Increased Revenue
 

Connecting Customer Experience Management to Increased Revenue

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Learn how you can improve your conversion rates and increase your top-line by easily integrating critical sales and marketing applications into one comprehensive digital experience hub that allows you ...

Learn how you can improve your conversion rates and increase your top-line by easily integrating critical sales and marketing applications into one comprehensive digital experience hub that allows you to deliver the right content to the right user at the right time over the right channel.

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  • Delete second Name/Title if not needed, but be sure to keep the Month Day, Year information. For a teleconference, after the date, add a period and “ Call in at XX:55 p.m. Eastern time” (change the time to five minutes prior to the start of the teleconference).
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  • To add or remove rows in the table: Select the table. Your cursor will change to an icon of two lines and an arrow above and below will appear on mouse-over of the baseline of the row. Right-click and select INSERT > ROW BELOW. Or DELETE ROW. To add a row after the last row, you can press [Tab], and the cursor will go to a new row. Highlighting new areas: Select the bracket group from the right bracket. Hold SHIFT and pull cursor down over the next bullet item. Select the previously highlighted text and in the HOME tab unclick the [ B ] button for bold, and click on the [ A ] button and choose the gray swatch (Gray-50%, Accent 5) second to last in the top row of the palette. Select the text for the newly highlighted area and click the [ B ] button for bold, and click on the [ A ] button and choose black.
  • To add or remove rows in the table: Select the table. Your cursor will change to an icon of two lines and an arrow above and below will appear on mouse-over of the baseline of the row. Right-click and select INSERT > ROW BELOW. Or DELETE ROW. To add a row after the last row, you can press [Tab], and the cursor will go to a new row. Highlighting new areas: Select the bracket group from the right bracket. Hold SHIFT and pull cursor down over the next bullet item. Select the previously highlighted text and in the HOME tab unclick the [ B ] button for bold, and click on the [ A ] button and choose the gray swatch (Gray-50%, Accent 5) second to last in the top row of the palette. Select the text for the newly highlighted area and click the [ B ] button for bold, and click on the [ A ] button and choose black.
  • To add or remove rows in the table: Select the table. Your cursor will change to an icon of two lines and an arrow above and below will appear on mouse-over of the baseline of the row. Right-click and select INSERT > ROW BELOW. Or DELETE ROW. To add a row after the last row, you can press [Tab], and the cursor will go to a new row. Highlighting new areas: Select the bracket group from the right bracket. Hold SHIFT and pull cursor down over the next bullet item. Select the previously highlighted text and in the HOME tab unclick the [ B ] button for bold, and click on the [ A ] button and choose the gray swatch (Gray-50%, Accent 5) second to last in the top row of the palette. Select the text for the newly highlighted area and click the [ B ] button for bold, and click on the [ A ] button and choose black.
  • - If you would like to include social media info (Twitter, blog, etc.), please add new lines below the email address but above the Web site.
  • Every day businesses strive to meet targets, enhance performance, respond quickly, and outperform competitors all in order to improve profits. The role of marketing has evolved from being a cost center to a revenue generator, driving growth and tying marketing activities directly to revenue. They’re now focused on results instead of effort, on revenue instead of costs, on ROI, and on leads generated. Analytics are examined every day as a measure of performance, and are affecting company decisions and strategies. Businesses need a solution that helps them generate revenue across all digital channels, from websites to mobile devices to social networks. By effectively managing revenue performance, businesses can strategically influence customers and prospects through their buying cycle.
  • Deliver more business out enables you to further grow your organization's revenue. This is accomplished with technology that builds upon four steps: content, context, experience and optimization.
  • In a typical company marketing is handled by multiple personas – usually working loosely together.
  • Use this as a metaphore for how they can connect the information in all of their systems together to gain key insights. Marketing Campaign system of record is in Marketing Automation, Email Marketing, CRM displayed in Web Analytics. Many companies have struggled with connect these systems together simply and coherently
  • Thanks to Stephen for great insights into the challenges and opportunities of customer experience management. In our experience, this challenge is becoming even greater due to the massive fragmentation of digital efforts. A few years ago, your site was it. Today, arguably, your site isn’t even in the center. Consider that Coca Cola has more Facebook fans than unique visitors to their web properties and you begin to understand how fragmented our world has become
  • With this fragmentation springs the latest market dilemma. With so many new and emerging channels in which to invest, where can I get the greatest level of engagement and conversion with my prospects and customers? And how do these channels work together to optimize CXM?
  • The level of investment being made by organizations in digital marketing is massive. Each of these channels individually represents a significant spend, but the combined digital marketing space of $76B means that companies are throwing a lot of money at the space. Which creates opportunities, but also significant challenges. CXM is hard enough when you’re dealing primarily with a web channel. But when you add together the various touchpoints, it becomes infinitely more difficult.
  • I think that’s what drives this finding from Forrester in which only 4% of marketing leaders feel that they are very prepared to exploit these digital marketing opportunities. Think about that for a minute. 4%. As a CMO myself, I …….. (Hope, this is a great place for your own personal reflection in terms of what you’ve done, what you’ve seen, what you’ve heard, etc.)
  • Ultimately, it’s the failure of measurement & optimization to keep pace which creates significant barriers to adoption for marketers, because respondents simultaneously indicate that uncertain ROI is the top barrier to adopting new channels in their organizations The need to measure could not be more important. But measurement alone is not enough.
  • In the struggle to acquire higher quality customers, measurement only plays a small role. Sure you need to understand how your message is resonating, and how your campaigns are performing. But the real magic lies in gathering the rich customer-level data required to optimize individual customer experience and engage in behavioral retargeting that will improve your ROI. I’d like turn it over to my colleague Jeff Seacrist, Webtrends director of partner solutions to briefly discuss the value of integrated analytics, testing and optimization as it relates to CXM
  • Forty-two percent of marketers surveyed rely on unique user profiles to increase relevance, and 36% allow customers to identify their unique preferences . The real question is not if targeting works, but whether your organization is ready to embrace change? In the past 12 months, more organizations have acknowledged that profile-based, onsite targeting presents a large opportunity, but only the most mature and sophisticated organizations are doing this today.
  • Acquisition/social campaigns are driving folks to website Quantitative score applied to all online behaviors (on-site, social, mobile) Segments are created and sent to CRM system Leads are routed depending on status

Connecting Customer Experience Management to Increased Revenue Connecting Customer Experience Management to Increased Revenue Presentation Transcript

  •  
  • Tweet Questions and comments to #EktronCXM
  • About Ektron
    • Founded in 1998
    • Headquarters in Nashua, NH
      • - Worldwide Offices in Australia, Canada and the United Kingdom
      • - Regional Offices in Denver, Richmond and San Francisco
    • 270+ Employees
    • Over 3,000 customers and 12,000 sites including The Home Depot, Kodak, Microsoft, and NASDAQ
    Ektron empowers organizations to fully realize their digital marketing potential by connecting content to revenue
  • Agenda #EktronCXM
  •  
  • Customer Experience Management: Preparing For the Next Generation of WCM
    • Stephen Powers, Principal Analyst
    November 15, 2011
  • Agenda The evolution of customer experience WCM: the great misnomer Refining your WCM strategy Recommendations
  • Agenda The evolution of customer experience WCM: the great misnomer Refining your WCM strategy Recommendations
  • You and your online technologies see a multichannel customer . . . Your company
  • . . . while your customer sees one company, not multiple channels Your company
  • Consumers spend time in every digital channel . . . and many of those consumers are highly engaged Source: North American Technographics Benchmark Survey, Q3 2010 (US, Canada) Base: 29,295 US online adults “ How engaged are consumers in each digital channel?”
  • Enterprises use WCM to support multichannel interactive marketing Source: 2011 Global Web Content Management Online Survey Base: 218 WCM decision-makers primarily supporting public-facing websites
  • Supporting first-generation Web publishing only required . . . Manage
  • Supporting second-generation Web experience requires . . . Manage Engage Measure
  • Supporting third-generation web engagement requires... CXM WCM Customer service Search Test and optimize Marketing suites Commerce
  • A set of solutions which enable the management and delivery of dynamic, targeted, consistent content, offers, products, and service interactions across digitally enabled consumer touchpoints. Customer experience management (CXM)
  • Why challenges do companies face when using WCM to support customer-facing experiences?
    • Customer expectations have increased.
    • Customers have cross-channel experiences.
    • Companies don’t always have the right strategies and technologies in place.
  • Agenda The evolution of customer experience WCM: the great misnomer Refining your WCM strategy Recommendations
  • WCM has become a misnomer
    • W C M
  • It’s about more than just "Web" Web Mobile Email Print Emerging channels
  • It’s about more than just “Content" CONTENT CREATION CONTEXT CHANNEL COMMUNITY CONSISTENCY CUSTOMER INTEL
  • Don’t fall into the trap of herding content It’s about more than just management
  • It’s about extracting business value
  • Agenda The evolution of customer experience WCM: the great misnomer Refining your WCM strategy Recommendations
  • Creation tools Behavior, demographic, device, locale Integrated analytics and testing Manage Engage Measure
  • You don’t have the resources to manage all of these variations. Individual templates Auto transform Template hierarchy Human translator Machine translation Translation service Rules-based Search-based Rules- and search-based Manual Automated Automated + optimized Device Locale Demographic and behavior
  • Is there a single suite that will meet all CXM needs? The $64,000 question
  • You’ll have to help connect the dots WCM Search Mobile AB and multivariate testing Document output management MRM DAM eCommerce Analytics Email campaign management CRM Social tools Content targeting
  • Agenda The evolution of customer experience WCM: the great misnomer Refining your WCM strategy Recommendations
  • Recommendations
    • Align – and organize – your core stakeholders.
    • Assess your maturity against manage / engage / measure, then prioritize.
    • Inventory your technology and perform a gap analysis.
    • Decide what you’ll support via WCM vs. adjacent technologies.
    • Source technology and connect the dots strategically.
  • Thank you
    • Stephen Powers
      • [email_address]
      • www.forrester.com
  •  
  • Executives overwhelmingly cite revenue growth as their organizations’ most important priority over the next three years – three times more often than any other priority, and six times more often than cost containment.
  • REVENUE GROWTH DRIVES BUSINESS
  •  
  • Content Websites, landing pages, microsites Context Behavior, device, social graphs, environment, location Business Outcome Sale, Page View, Member, Lead, Admission, Donation Loyalty, Awareness, Reputation, Advocacy Optimization Search engine optimization, personalization, conversion optimization Experience Websites, mobile devices, communities, email
  • Marketing Personas
    • Create
    • Edit
    • Publish
    Marketing Communications “ Content Centric”
    • Design
    • Optimize
    • Personalize
    Web Developer “ Experience Centric”
    • Campaigns
    • Programs
    • Tactics
    Demand Generation Manager “ Campaign Centric”
    • Outcomes
    • Revenue
    • Engagement
    Chief Marketing Officer “ Results Centric”
  • Lead Nurture (Drip) Lost Early Stage
    • Thought Leader
    • Build Brand
    • Low Pressure
    Mid Stage
    • Industry Positioning
    • Guide Evaluation
    • Solution Focused ROI
    Late Stage
    • Product Focused ROI
    • Case Study
  •  
    • Thank you!
    • We look forward to seeing you in DC.
    • Learn more about content, context and improving customer experience
    • 7 C’s of Content Management by Forrester’s Stephen Powers
    • 2011 Forrester Wave for WCM
    • Ektron Marketing Optimization
    • Thank you!
    • We look forward to seeing you in DC.
    • Learn more about content, context and improving customer experience
    • 7 C’s of Content Management by Forrester’s Stephen Powers
    • 2011 Forrester Wave for WCM
    • Ektron Marketing Optimization
    General
    • Thank you!
    • We look forward to seeing you in DC.
    • Maximize your results for your digital marketing efforts
    • 5 Easy Steps to connecting content to revenue
    • Maximizing the mobile channel
    • Whitepaper - Landing page optimization
    Digital Marketer
    • Thank you!
    • We look forward to seeing you in DC.
    • Learn more about content, context and improving customer experience
    • White Paper - How to get maximum revenue from all your channels
    • 10 key marketing metrics
    • 1,2,3 guide to marketing optimization
    Executive
    • Thank you!
    • We look forward to seeing you in DC.
    • Learn more about how Ektron is helping hospitals attract and retain patients
    • White Paper – Why digital channels are so important at hospitals
    • Case study Cincinnati Children's Hospital
    • Ektron wins the American Hospital Association Endorsement
    Healthcare
  •  
  • Digital Experience Hub™
  • Achieve Business Outcomes To Build Revenue
  • Integrated Analytics and Testing for CXM Optimization Hope Frank, CMO Jeff Seacrist, Director, Partner Solutions December 15, 2011
  • Fragmented $ Digital Divergence
  • The Dilemma $ Digital Divergence
  • Massive Investment Creates Challenges Source: Forrester Research, Inc. 2016 Forecast
  • Lack of Preparedness in Today’s Marketer In 2010, “only 4% of marketing leaders feel that they are very prepared to exploit digital marketing opportunities.”
  • Firms Want Proven ROI Before Investing Base: 210 North American and European marketers Source: A commissioned study conducted by Forrester Consulting on behalf of Webtrends, July 2011 “ Please indicate the barriers, if any, that prevent your marketing organization from adopting new channels?” Inability to Measure What Matters
  • The Strategic Plan
  • Unified Analytics & Testing is Critical to CXM
    • 3 Key Areas of Value:
      • Unified Customer Data & Profile
  • Unified Customer Data & Profile
    • Unified Analytics
      • Web
      • Mobile Apps
      • Mobile Web
      • Social Networks
      • Microsites
  • Segmenting a Unified Customer Profile Segment Exploration and Creation On Demand
  • Integration to Drive Action
  • Unified Analytics & Testing is Critical to CXM
    • 3 Key Areas of Value:
      • Unified Customer Data & Profile
      • Proven Content & Design
  • Analytics in Context – Heatmap Overlay
    • Real Estate Analysis
      • Links
      • Images
      • Menus
      • Content
      • Next Page Analysis
  • Proven Design – A/B/n/MVT Testing
    • How and what to test?
      • Test design options:
        • Evaluate ideas and page elements to test
        • Create recipe matrix and creative assets
    A/B/n Multivariate Testing Fractional Factorial Full Factorial
  • Proven Design – Page Elements to Test
  • Proven Design – Recipe Matrix
  • Case Study – eMarketer
    • Vertical: Media/Publishing
    • Objective: Boost Yearly Professional Newsletter Subscription
    • Results:
      • Refocused page to the professional value of the marketing reports
      • High efficiency through funnel/form reduction (2 to 1 pages)
      • Dramatically decreased abandonment with offer and price testing
    Control Page MVT Winner 4 2 3 53% Increase in Subscriptions 1
  • Unified Analytics & Testing is Critical to CXM
    • 3 Key Areas of Value:
      • Unified Customer Data & Profile
      • Proven Content & Design
      • Behavioral Retargeting & Personalization
  • Profiles are Key to Personalization Attributes used for targeting content:
  • Personalization Segments to Consider In session Historical
  • Segmenting, Scoring, and Targeting Results: Improved lead-to-sale ratio and shortened sales cycle Dealer receives qualifies leads X-Country Video: 25 Touring Gear: 40 Destination: 75 Behavioral Scoring Segmentation Remarketing to warm leads CRM Integration E-mail Direct Mail @ On-site Targeting “ Our d ealers are seeing an increase in the quality of prospects they receive. ”
  • Webtrends Mission
    • To provide marketers
    • the competitive advantage
    • through optimization of
    • all digital channels.
    • We provide the analytics
    • — mobile, social and web—
    • to deliver remarkable ROI.
  • Thank you Questions following today’s webinar? jeff.seacrist@webtrends.com
  • Thank You #EktronCXM Jeff Seacrest , Director, Partner Solutions at Webtrends [email_address] www.webtrends.com Contact Information
      • Stephen Powers , Principal Analyst & Research Director at Forrester
      • Research [email_address]
      • www.forrester.com
    Bob Canaway , Director of Corporate Marketing at Ektron [email_address] www.ektron.com