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Bringing the Digital Channel to the Enterprise

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Teradata and Webtrends partner to provide companies with the capability to take advantage of a wide range of digital information now available. Studies show that customers are dissastified by their …

Teradata and Webtrends partner to provide companies with the capability to take advantage of a wide range of digital information now available. Studies show that customers are dissastified by their cross-channel experiences. Teradata and Webtrends partner to turn all that data into better understanding and actionable information. Includes customer examples. For more information visit www.teradata.com.

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  • 1. Bringing the Digital Channel to the Enterprise: Create a Better Customer Experience Bob Bongo, Webtrends Paul Barrett, Teradata © 2009 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 2. The Today’s Customer Journey Is More Complex
  • 3. 3 Out of 4 Customers Cross-channels • 71% of store purchases start online – 51 % online shoppers research products on the web, but buy in store – 26% of online shopping carts are abandoned because the customer wants to buy in a store • 74% of customer calls start with an online activity • Customers are dissatisfied by cross-channel experience – 44% of Store-to-Web interactions are rated poor to very poor – 51% of Web-to-Store interactions are rated poor to very poor
  • 4. The Digital Landscape Makes It Even More Complex
  • 5. Global leader in data warehousing and analytic technologies • Powerful • Easy to deploy
  • 6. An enterprise customer intelligence company • Powerful • Elegant • OPEN
  • 7. Two Great Tastes that Taste Great Together Webtrends Solutions Teradata Data Warehouse • Captures data web interactions • Enterprise Perspective – Visitor Information – Customer – Visit Data – Transaction – Behavioral Data – DCM / SCM • Traditionally Web Analytics used • Web is increasingly important to for channel specific performance understanding customers, – Web Operations campaigns and channels – Web Content and Process Design • Enterprise performance needed for – E-Commerce Optimization – Complex Integration • Customers now need – Web Volume Scalability Multi-Channel marketing and – Speed of Analytics Campaign Optimization – Scope of Action
  • 8. DRIVE IMPROVE REDUCE REVENUE SATISFACTION COSTS
  • 9. DRIVE REVENUE • Offline insight to drive online sales • Online influence to generate offline sales • Leverage cross-sell, up-sell opportunities
  • 10. Frequent commenter Visits website weekly Online loan application Joined email list Learn from your high-value customers
  • 11. Premium checking Frequent commenter Joined email list Met financial advisor Learn from your high-value customers
  • 12. 0 Complimentary traits become cross-selling opportunities
  • 13. IMPROVE SATISFACTION • More relevant and effective interactions • Identify churn patterns to boost retention
  • 14. ! ! ! ONLINE OFFLINE HAPPY LOST CUSTOMER CUSTOMER ! ! ! The path from a happy customer to a lost one
  • 15. ! ! ! INTERVENE ONLINE OFFLINE HAPPY LOST CUSTOMER CUSTOMER ! ! ! You may be too late to retain the customer with only half the data
  • 16. ! ! ONLINE OFFLINE HAPPY LOST CUSTOMER CUSTOMER INTERVENE ! Intervene early to ensure satisfaction
  • 17. REDUCE COSTS • Understand true ROI of campaigns • Optimize spend across effective channels
  • 18. ONLINE AD ONLINE OFFLINE VISITOR Was this campaign a success?
  • 19. YOUR SITE ONLINE AD ONLINE OFFLINE VISITOR Was this campaign a success?
  • 20. YOUR SITE LEAVES SITE ONLINE AD ONLINE OFFLINE VISITOR Was this campaign a success?
  • 21. YOUR SITE LEAVES SITE ONLINE AD ONLINE OFFLINE VISITOR Your online data says “no”
  • 22. YOUR SITE LEAVES SITE ONLINE AD ONLINE OFFLINE VISITOR OFFLINE STORE Your integrated data tells you “yes”
  • 23. YOUR SITE LEAVES SITE ONLINE AD ONLINE OFFLINE VISITOR $ OFFLINE STORE OFFLINE PURCHASE Your integrated data tells you “yes”
  • 24. Largest U.K. Bank • Understanding true bottom-line performance of campaigns • Cross selling to customers based on web browsing behavior • Eliminating competition between channels
  • 25. $1 Billion Travel Company • Identifying high- value customers by offline and online behaviors • Customer service optimization IVR tagged with Webtrends • Daily integration into EDW for search/purchase abandonment retargeting
  • 26. Webtrends + Teradata = Value to Customers • Strong technical partnership provides the unique ability to integrate online and offline data: – Introduce added intelligence into online channel – Apply intelligence to increase relevance/effectiveness of online marketing – Inject ‘online intelligence’ into offline channels – Apply intelligence to increase relevance/effectiveness of offline marketing – Measure the REAL impact of their online presence through conversions
  • 27. Webtrends Open Architecture Website Mobile Site WTOD- Redundant DC Visitor Data Mart SDC Servers Named Queries Data Scheduler Tag Data Collection API Web Analytics Applications SDC Files Mobile Data Scheduler/ SFTP IVR REST API Set Top Box Facebook Video SDC Log File delivery SFTP Adaptor
  • 28. Webtrends and Teradata IWI Offering • Business needs assessment • Identification of data needs – Tagging/data collection gap analysis including custom fields • Data collection and file delivery testing • Mapping online data into Teradata IWI physical models – Load data into staging table(s) using Teradata standard load utilities – Processes the desired Webtrends fields and populates them into Teradata’s IWI physical data model – Web analytics data populates 4 subject areas, 25 tables and unlimited fields Step 2 Step 1 Source Web Analytics File
  • 29. Teradata Interactive Marketing Framework
  • 30. Next Best Action Campaign for Abandon Basket /In-Store Purchase Visitor = Registered Campaign = Upgrade Visitor = VIP Offer = Free Data Next Basket = Abandon Best Email = Send Action Store = Purchase CMS = Campaign X SKU = iPhone OBTM = Call
  • 31. Next Best Action Campaign for Abandon Basket /In-Store Purchase Visitor = Registered Campaign = Save Visitor = VIP Offer = Free Month Next Survey NPS=No Best Email = Send Action CS Call =Trouble CMS = Chat Network = 4 Drops IBCC = Executive
  • 32. Online / Offline; One Without the Other Is Half the Picture INTEGRATED WEB Enhance your Conquer the marketing visibility complexity of multi- with the Best channel marketing Database for with 10 pre-built data Analytics. IWI sourcing toolkits and Create new partnerships with transparency into leading web analytics customers and companies campaigns across INTELLIGENCE channels. Ignite your ingenuity with Best of Breed CRM, Data Mining and Analytics Applications
  • 33. What If: • You could look at visitor history, identify past visits and pass behavior data to all channels. • You could track repeat customers using Google Paid Links as entry page and change profitability. • You could see self-service exits and change treatment at the routing, agent and skill. • You could update LTV, Profitability, Volatility scores after every web visit. • You could ignite ingenuity in campaigns, offers, CRM, optimization.
  • 34. Tips for Successful Integration of Online and Offline Data • Limit the sources for initial integrations • Focus on critical data to drive action • Set clear goals and measure your progress • Clearly define data itself, how it will be used, and what the value is • Engage domain experts
  • 35. Q&A
  • 36. BRINGING ONLINE AND OFFLINE DATA TOGETHER
  • 37. Thank You! Bob Bongo Director of Channel Sales, Webtrends bob.bongo@webtrends.com Paul Barrett Director of Global Industry Solutions, Teradata paul.barrett@teradata.com
  • 38. Example: Customer Alerts • Placeholder for your own sub headline 1 2 3 4 5 Webtrends Data is put in Data is Collects the DW with integrated with Visitor, Visit, IWI Adaptor offline data by Behavior and Physical Data customer, Context Model campaign, Information geography, etc. Marketing The text demonstrates how your own text will look when you replace A B C D E F the placeholder text. The text that you insert will retain the same This text can This text can This text can This text can This text can This text can be replaced be replaced be replaced be replaced be replaced be replaced style and format as the with your own with your own with your own with your own with your own with your own placeholder text. text. text. text. text. text. text.