Bridging the Gap Between Digital and Relationship Marketing: The Next Big Thing for Data-Driven Marketers. Presentation by Selligent and 2organize at DMA2013 in Chicago

1. Bridging the gap between digital and
relationship marketing
Jan Teerlinck
Lars Crama
VP Product marketing
Business Development Director
SELLIGENT
2organize, Oxyma group

2. SELLIGENT
Multi-channel campaign management
New-York, Brussels, Paris, Barcelona, Munich, Amsterdam
± 400 brands
Gartner (MCCM)

3. The Selligent DNA
INTEGRATED solution for B2C
1
2
4
3

4. Clear benefits of Integration
1. Ease of use in day-to-day work
2. Create better connected customer experiences
3. Lower cost

5. People drive results, not software
We partner with agencies & MSP‟s
+
TOOL
You are an agency ?
+
BRAINS
825
HANDS

6. The gap?
Relationship Marketing
(CRM)
Digital Marketing
(Performance)
Building relations
Direct response
Grow customer value
Acquire new
Identified
Anonymous
TRANSACTIONS
INTERACTIONS

7. In today‟s digital world
every relationship
starts with a first click

8. Performance
Digital Mkt
CRM
Grow value
Own media
Anonymous
External media
Data on-boarding
Identified
Identified
Anonymous
Own media
External media

9. Data on-boarding (FACEBOOK CUSTOM AUDIENCES)

10. Data on-boarding (digital eco-system)

11. Performance
Digital Mkt
CRM
Grow value
Own media
Anonymous
External media
Identified
Identified
Anonymous
Own media
External media

12. Connected experiences across channels
CHALLENGES:
Silo systems are executing channels
Traditional one-way „batch & send‟ marketing
Making CRM data actionable in real-time digital channels
DATA
INSIGHT
EXECUTION

13. Connected experiences across channels
SOLUTION:
Integrated channel execution
– E-MAIL: integrated, no stand-alone messaging
– INBOUND: personalize site visits
– SOCIAL: use as a relational channel
Customer centric / Multi-step dialogues / real-time
DATA
INSIGHT
EXECUTION

14. Connected experiences across channels
Social
publish
Twitter
direct
E-mail
Social
registration
Web page
Mobile
DATA
INSIGHT
EXECUTION

15. More insight drives better marketing
CHALLENGES:
Access to partial data
Centralized data - but too complex to use
Lacking „basic insight‟: “data exploration”
DATA
INSIGHT
EXECUTION

16. Taking analytics out of the back-office
SOLUTION:
Tight integration: Analytics & Campaigning
Offer analytics for different skills
– Visual data exploration
– Best-practice data mining
– Modelling for experts
DATA
INSIGHT
EXECUTION

17. The biggest challenge for CRM today
How to incorporate data from digital real-time
channels in your CRM data infrastructure?
DATA
INSIGHT
EXECUTION

18. Big Data: Quantum physics of CRM
The new elementary
particles of a customer
Transaction = „Atoms‟
Interactions = „Quarks‟
• Interactions lead to transactions
• CRM wants to tap in earlier
?

19. Performance
Digital Mkt
CRM
Grow value
Own media
Anonymous
External media
Identified
Identified
Anonymous
Own media
External media

20. Performance
Digital Mkt
CRM
Grow value
Own media
Anonymous
Web Analytics
External media
Identified
Identified
Anonymous
Own media
External media

21. Web analytics not fit for CRM
SIZE
Too much data transfer
load to handle

22. Web analytics not fit for CRM
FORMAT
Too much effort to make
it usable for marketers

23. Web analytics not fit for CRM
LOCATION
Customer data and
digital data is not in the
same place

24. Web analytics not fit for CRM
IDENTITY
Can‟t link them to
customer records

25. Web analytics not fit for CRM
PRIORITY
CRM not a priority for
the digital team

26. Web analytics not fit for CRM
Trying to combine
things that where
never designed to fit
together

27. Web Analytics
Performance
Digital Mkt
CRM
Grow value
Own media
Anonymous
Visitor Analytics
See people
not traffic
External media
Identified
Identified
Anonymous
Own media
External media

28. It is time to see the ‘Who & Why’
through the ‘What’
Simple example: Engagement measure
WEB Analytics
WHAT
VISITOR Analytics
WHO & WHY
2,75
CRM
CRM

29.  Who is engaging with my brand?
 Are my inactive customers still visiting us?
 How do first-time buyers behave online?
HIGHLY ENGAGED
visitors not yet in my
database
How do different
segments ENGAGE ?
Is Engagement going
up or down in that
segment?
How is that distributed
within that segment ?

30. Turning traffic into visitor profiles
BEHAVIORAL
Building a behavioral profile for each individual visitor
Brand engagement
-
Shopping activity
How often do they come
When came last time
How active are they
How long do visitors
they stay
Subscribed
How much content consume
have higher
engagement
Time of day
….
-
BEHAVIORAL
Anonymous
visitors
Interest profiles
Purchase to visit
Basket to visit
Sensitivity to promo
Write reviews?
Comment on reviews?
…
CRM
-
What interests them
What do they click in e-mails
Where do they spend most time
Last visited products
Searched items
…
BEHAVIORAL
CRM
contacts

31. Blending CRM data with behavioral data
VISITOR ANALYTICS
Web Analytics
Analytics
Execution
BEHAVIORAL
CRM
BEHAVIORAL
CRM
BEHAVIORAL

32. In today‟s digital world
every relationship
starts with a first click

33. Extending the CRM single view
Tracking everyone interacting with your brand
Connected to your CRM infra: Analytics & Execution
Visitor
Prospect
1) Gain new insights
2) Precision targeting across channels
3) Better customer experience
Customer

34. Gain new insights
Relationship Marketing
(CRM)
See people through traffic
Learn who your visitors are
Analyze differences between segments
Discover interesting audiences
Set new KPI‟s to drive segment migration
Define targeting tactics to achieve goals

35. Cross-channel precision targeting
Inbound personalization
Optimize e-mail programs
Read: 61%
CTR: 35%
BTC: 9%

36. Cross-channel precision targeting
Use inbound channels for lifecycle CRM
Visitor
Prospect
Customer
Segment based targeting:
First time visitor
High engagement – not subscribed
Subscriber – no purchase
First time buyer
Loyal buyer – no review
Inactive customer
…..
?

37. Know Your
Customer

38. Conclusion
It‟s standard CRM praxis, extended to the new normal
Driven by a very tactical approach
-
Driven by questions you always had (but remained unanswered)
Better alignment of CRM / digital team

40. Use case 1: Using online data to increase
relevancy for daily special offer in retail
Daily offer, based on
– Customer segment
– Customer preferences
– Purchase history
+ Product visited online
Prioritized offers
– in the moment
– more relevant

41. Use case 2: Using CRM tactics to
enhance online experience at broker
Managing portfolio
– Choosing from longlist
– Comparing
opportunities
– Completing
transaction
+ Transactional
history
+ Customer typology
Matched opportunities
– Custom Journeys
– Pro-active advice

42. Customer Profiling Scorecard
Explicit Profile
5
4
Customer
Metadata
3
2
Implicit Profile
1
2011
2012
Journey Profile
2013
Response Profile
Session Profile
Creative Commons License - Customer Profiling Scorecard by 2organize.com is licensed under a Creative Commons Attribution
NonCommercial 3.0 Unported License. Feel free to use it, we welcome all feedback.

43. Customer Profiling Scorecard (2)
• Explicit customer profile
•
Customer maintained profile: name, address, email, settings, favourites, configurations, preferences, product ratings, reviews, Q&A, UGC, Social Media Content
• Implicit customer profile
•
Supplier maintained behavioural profile: online transactions, offline transactions, product use, service use, interactions, socio-demographic data, psychographic data
• Response-profile
•
Stimulus-reponse-data related to functionalities and campaigns. Include contact history, interaction pressure, campaign response, stimulus-sensitivity
• Session-profile
•
Real-time behavioural data: referring site, location, campaign exposure, use of site functionalities, customer intent
• Customer journey profile
•
Longitudinal cross channel behavioural data: multi stage decision process identification, microconversions, engagement
• Customer meta data
•
Analytics generated customer data: recency/frequency/value profile, LTV-profile, segmentation, engagement scoring, attitudinal scoring, sentiment scoring

44. CRM online strategy roadmap
2012
2013
2014
eCRM Roadmap
Phase 3
Phase 4
Phase 5
Basics
Quick Wins
Customer Value
Life Time Value
Customer Journey
Program
Prospect
Welcome
Order Follow Up
Churn / Retention
EDM: abandoned cart
EDM: customer journey
Win back
EDM: behavioral events
Campaigns
Bulk communication
Simple segmentation
Segmentation
Multi channel
Personalized
Real time Interactive
Reports
Hi-prio KPI‟s
All KPI‟s
Dashboards
Balanced Scorecard
Analysis
RFM
Basic Segmentation
Advanced Segmentation
LTV
Behavioral segmentation
Value drivers
Loyalty drivers
Share of Wallet
Life style segmentation
Engagement scoring
ROMI analysis
Marketing
Performance Improvement
Monitor basic KPI‟s
Set up test- and control
groups
Simple A/B testing
Advanced A/B testing
Multivariate testing campaigns
Advanced A/B testing
programs
Multivariate testing programs
ROMI optimization
Customer Data Integration
Registrations
Transactions
Customer Profiles
Contact history
Demandware
Survey data
Campaign feedback data
Integrate business units
Web data
Social media data
Competitor data
External environment data
Vision & Strategy
Customer
Contact Strategy
Phase 2
Insights
Creative Commons License – CRM Online Strategy Roadmap is licensed under a Creative Commons Attribution NonCommercial 3.0
Unported License. Feel free to use it, we welcome all feedback.
www.2organize.com
Phase 1

45. Start by doing what's necessary;
Then do what's possible;
And suddenly you are doing the impossible
Giovanni di Pietro di Bernardone
12th century

46. For more info
Please contact:
Jan Teerlinck
Jan.Teerlinck@selligent.com
Tel: +32 473 361 498
Lars Crama
Lars.crama@2organize.com
Tel: +31 6 51 506820