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Jamie Brighton - LBMA Event May 2013 - Big Data Multi-Channel Strategies

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The bigger our data gets, are we doing more for our customers, more efficiently? How can data enable us to understand and predict customer behaviour, leading us to make the rights decisions, both long …

The bigger our data gets, are we doing more for our customers, more efficiently? How can data enable us to understand and predict customer behaviour, leading us to make the rights decisions, both long term and in real time frontline environments? This session covered case studies with on- and offline data integration, attribution modelling and conversion optimization.

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  • 1. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Big data multi-channel strategies for improving conversionsJamie Brighton, Product Marketing Manager Adobe EMEA
  • 2. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.New interaction channels are changing how consumers engageResearchproductonlineReceive mobilead for productSearchonlinefor productJoin Facebookcommunity forproductResearchaccessoriesfor productBuyaccessoriesin storeReceiveproductupdatesSee TV adfor productBuyproductonlineVisitstorefor helpVisit store toget help withproductView videofor newerproductReceivepromo forproduct2
  • 3. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3Customer data exists across a variety of online, offline and data sourcesSEO/SEMDirect MailE-mailSocial WebMobileBroadcastStoreBranchCall CentersCustomer /AccountDisplay Ads
  • 4. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Consolidation enables a 360 degree customer view4Online Data Offline DataSEO/SEM Direct MailE-mailSocialWebMobileBroadcastStoreBranchCall CentersCustomer /AccountDisplay AdsCombine data from diverse channelsinto a unique Customer centric viewthat empowers Analysts andMarketers to quickly find answers tocritical enterprise business questions.
  • 5. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Common keys across data are essentialCallCentersOfflineMarketing CatalogLoyaltyCardCustomer5
  • 6. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6Examples of common keysSchema Level,Example Common KeyData TypeCustomerCampaignContact (Session, Call, Email, etc.)ConversationVisitor, Customer #Session, Customer #, Campaign IDSession, Sessionization LogicAssociated Multichannel sessions,using time, latencySession, Transaction IDPage view, Transaction ID, StepEventWorkflow
  • 7. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Visualising the customer lifecycleTVWeb - PPCMobileWeb -DisplayCall CentreDay 1 Day 1+N Day 1+N Purchase7Day 1+N Day 1+N Day 1+NDay 1+NActions, such as a purchase, rarely happen from just asingle interaction:- moving from being a prospect to acustomer happens over multiple steps The total journey to the final action, in this case apurchase, may take place over several days, if notweeks These actions will be driven from multiple marketingchannels
  • 8. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Actions, such as a purchase, rarely happen from just asingle interaction:- moving from being a prospect to acustomer happens over multiple steps Use cases: Attribution modellingTVWeb - PPCMobileWeb -DisplayCall CentreDay 1 Day 1+N Day 1+N Purchase8Day 1+N Day 1+N Day 1+NDay 1+NThe total journey to the final action, in this case apurchase, may take place over several days, if notweeks These actions will be driven from multiple marketingchannels A lot happens “up stream” and we can not riskignoring a channel, otherwise we risk losing the action
  • 9. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Use cases: Cross-channel analysisReduce channel costs by understandinghow, when and why customers movefrom one channel to another, e.g.reduce web to call center interactions. MarketingWebStoreCallCenterSocialMediaTV CM Inspired Email GetCatalogResearch Purchase Support ShareSuccess Story: Citi Group§  Decreased lost password-related calls tocustomer service by 20%§  Improved reporting enabling siteenhancements and targeted marketing§  Reduced late payments by 15%Touch Point Pathing?9
  • 10. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Citi10“By analyzing data with Adobe Insight, we can targetspecific content, calls to action, or processes toproactively help customers resolve issues andimprove their overall experiences. At the same time,directing them back to channels like mobile and webto complete their transactions not only improvestheir experience, but it also helps us operate morecost effectively and efficiently.”- Linda Benowitz, Director of Decision Management, CitiCHALLENGE•  Improve the quality of online services•  Decrease customer service calls tocompany call centerSOLUTION•  Implemented Adobe Insight to betterunderstand the relationship betweenonline experiences and customer calls•  Analyzed data to enable proactiveresolution of customer issues onlineRESULTS•  Decreased lost password-related calls tocustomer service by 20%•  Reduced 30–60 day delinquentpayments by 15%•  Improved reporting, enabling continualsite enhancements and targetedmarketing efforts
  • 11. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.RedboxCHALLENGECapturing richer insights about customers’online behaviors and improvingeffectiveness of cross-channel marketingSOLUTION§ Adobe Digital Marketing Suite§ Adobe Strategic Value AssessmentBENEFITS§ Discovered opportunities to boost onlinerevenues§ Aligned multichannel marketing strategies§ Delivered quantitative, effective marketingcampaigns and projects§ Improved website search functionality andprovided for continual optimizationCountry: United States
  • 12. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Best Buy12“Within weeks, the software cranked out data thatthe stores own systems, with their antiquateddatabases, couldnt have matched……Best Buyreported that the Adobe system had helped createtens of millions of dollars in profits”- BusinessWeekCHALLENGE•  Difficulty reacting to dramatic customerspending pattern changes•  Wanted to determine minimumshopping cart threshold for offering freefinancingSOLUTION•  Adobe Insight to develop the right in-store promotion by analyzing onlinebehaviorRESULTS•  Create tens of millions of dollars inprofits•  Eliminate millions of dollars per year indata extraction costs
  • 13. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Use cases: Cross-channel analysisIncrease conversions by creatingadvanced segmentations based on allcustomer data and deliveringpersonalized content across allchannels, e.g. provide personalizedcatalogs based on both online andoffline purchases. MarketingWebCatalogCallCenterSocialMediaTV CM Inspired Email GetCatalogResearch Purchase Support ShareSuccess Story: Dollar Thrifty§  Optimized $1 million in ad spend§  Reduced time on Search keyboard bidding§  Targeted Email have a 50% higher open rates§  Targeted content is clicked 43% more thanrandomly served contentFemale32 years oldLives in BostonEmail NewsletterBuys Prod X OnlineBuys Prod Y in StoreHigh LTV Customer13
  • 14. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Dollar Thrifty Automotive Group14“With Adobe integrated marketing solutions, we cancombine customer transactional data from the last threeyears with real-time data from every channel�online oroffline�to generate a variety of highly detailed reportsthat give us a crystal clear picture of where customers arecoming from, what they’re buying, and why they’reconverting.”- Sandy Martin, Senior manager of express programs, Dollar ThriftyCHALLENGE•  Channel attribution and multi-touchpointanalysis of marketing communicationsand entry points customers use and howthey correlate into conversions. •  Cross-channel message evaluation andeffective placement to deliver targetedcommunications to existing customersbased on purchasing behaviours.SOLUTION•  Conversion•  Deep customer segmentation•  Multi-channel analyticsRESULTS•  Saved $1.7 million annually•  Increased interest in promotions by 152%•  Achieved 45% ROI annually•  Optimized $1 million in ad spend
  • 15. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Jamie BrightonProduct Marketing Manager EMEAjbrighto@adobe.com@jamiebrighton

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