Turbocharge Your CRM with Web Data

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Presentation by Rob Tuttle at the Teradata 3rd Party Influencer's Meeting April 2010 in San Diego, CA

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Turbocharge Your CRM with Web Data

  1. 1. Turbo-Charging CRM with Web Data Rob Tuttle Director of Solutions Marketing Teradata
  2. 2. The Problem: Two Sets of Disconnected Data > Website Banners Messaging Email Blog OFFLINE MARKETING Catalog Fax TV Direct Mail Word of mouth Call Center Print ONLINE MARKETING
  3. 3. <ul><li>Enhance Offline Offers </li></ul><ul><ul><li>With online behavior </li></ul></ul><ul><ul><li>250% increase in call conversions </li></ul></ul><ul><ul><li>agents generated 4x more revenue </li></ul></ul><ul><li>Enhance Online Offers </li></ul><ul><ul><li>With “offline” data </li></ul></ul><ul><ul><li>Increase website conversion rates 3-5X </li></ul></ul><ul><ul><li>Increase email conversion rates 8-12X </li></ul></ul><ul><li>Measure Channel Effectiveness </li></ul><ul><ul><li>True value of online channel </li></ul></ul><ul><ul><li>Revenue attribution </li></ul></ul>Value from Integrated Data > Welcome Tim! Preferred Member See your rewards! View your profile Special Preferred Member discount! Save $200 today on European TotalTrip Packages! Fare Watcher SFO $83 to San Diego $198 to Dallas
  4. 4. Online Behavior Triggered Events > <ul><li>Identify where the customer has abandoned </li></ul><ul><ul><li>Abandoned shopping basket </li></ul></ul><ul><ul><li>Personal details </li></ul></ul><ul><ul><li>Delivery options </li></ul></ul><ul><ul><li>Payment options </li></ul></ul><ul><ul><li>Submit Order </li></ul></ul>Where <ul><li>Identify if the customer purchased the product through another channel; e.g. Store. </li></ul>Check <ul><li>Targeted campaign to customer who abandoned their basket </li></ul>Campaign Who <ul><li>Determine which customer abandoned </li></ul>What <ul><li>Identify what items were abandoned </li></ul><ul><li>Check if the Product abandoned is still available and in stock </li></ul>Check Trigger: abandonment Qualification: did not buy through another channel, and still in stock Personalization: customize the offer for this visitor > price, discount, interest rate, shipping, etc. > creative offer - graphic, messaging > channel - email, direct mail, phone, etc. Visa <ul><li>Incremental sales </li></ul>ROI
  5. 5. So What Is This Really Worth? > Plus: email, direct mail, contact center, etc. Current Reasonable Potential Visitors Per Month 500,000 500,000 550,000 % Visitors Who Buy 0.029 0.032 0.050 Buyers Per Month 14,500 15,950 27,500 Buyers Per Year 174,000 191,400 330,000 Average Purchase $125.00 $137.50 $137.50 Monthly Revenue $1,812,500 $2,193,125 $3,781,250 Annual Revenue $21,750,000 $26,317,500 $45,375,000 Value $4,567,500 $23,625,000
  6. 6. Why Hasn’t Everyone Done It? >
  7. 7. Roadblocks to Success <ul><li>Getting the Data Right </li></ul><ul><ul><li>Comprehensive </li></ul></ul><ul><ul><ul><li>Include all online behavior types </li></ul></ul></ul><ul><ul><li>Integrated </li></ul></ul><ul><ul><ul><li>Linked to “offline” customer information </li></ul></ul></ul><ul><li>IT Resources </li></ul><ul><ul><li>Sourcing the data </li></ul></ul><ul><ul><li>Website tagging </li></ul></ul><ul><ul><li>Ongoing maintenance </li></ul></ul> > A comprehensive, integrated database REQUIREMENT Minimize Online/IT Resources REQUIREMENT
  8. 8. Teradata Solution: Teradata Integrated Web Intelligence <ul><li>Integrated Data Model </li></ul><ul><li>High performance adapters </li></ul><ul><li>Industry Consulting </li></ul><ul><li>Teradata Relationship Manager </li></ul> > Website Social Media Website Website

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