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Van surfer naar koper en terug connecting the dots
 

Van surfer naar koper en terug connecting the dots

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    Van surfer naar koper en terug connecting the dots Van surfer naar koper en terug connecting the dots Presentation Transcript

    • From surfer to customer and back again Connecting the dots 13th Relationship Marketing Congress May 20th 2010
    • PARADOX? Surfer vs customer Declared vs undeclared behavior Clicks vs mortar Online vs offline marketeer OPPORTUNITY!
    • Surfers vs customers ‘Do I reach my most valuable customers through the right channels?’
    • What’s the shape of your funnel? This will affect your Multichannel dialogue
    • VIP Where are they Gold online? Silver Bronze Prospects
    • Declared vs undeclared behavior What are surfers telling me about themselves? How can I get MORE usefull information out of my consumer dialogues?
    • 1 out of 18? 35% to 40%!
    • Clicks & mortar How do I get people to move from window shopping on the internet to my physical stores? Were branch visitors earlier on the net, investigating my offer?
    • ON-LINE and OFF-LINE need to get IN-LINE
    • HOW DO I CONNECT THE DOTS?
    • Changing worlds… Changing dialogues! Customer Life Cycle
    • YOUR CHALLENGE
    • Marketing program vs cross-channel objective Offline Multi- Get them channel online dialogue (connectivity) y Identify Gather info n n y Online
    • COLLECT
    • Data toolbox PII/Contact data NAZ/tel/@/mobile/social media contact Declared data  survey data Undeclared data  interactions, clickographics, scores Purchase data Marketing action/reaction data Calculated data/predictions: segmentation, RFM/FRAT, LTV, current value, …
    • Create website traffic Evaluate channels on traffic AND conversion
    • Tracking of the surfers behavior • product interests  undeclared behavior • type of interactions : low/high involvement Scoring of the individual surfer
    • Qualify! • linking clicks to mortar! • adapt conversation to status ‘client’/‘prospect’ • legal aspects • bad deptors •…
    • USE all possible data for a segmented marketing program • adapated to consumer needs • driving your business
    • Possible Segmentation Variables Business Drivers Consumer Drivers • What categories/brands do • What activity can we measure they use ? Yours and/or that represents involvement ? others ? (visible or not to the consumer) • What’s the usage frequency? • What activity do we value ? • What value does this • What value do we attribute to represent? this ? • What growth potential do • How do we reward the they have ? consumer for this ?  Current and potential  Measure of involvement value calculation /responsiveness / interaction
    • Connecting the dots… Ambassadors Business Drivers High Believers Creators Renegades Medium Low Low Medium High Involvement Involvement Involvement Consumer Drivers
    • Consequences for data acquisition Business Drivers Consumer Drivers • Personal data incl. age • Registration of behaviour • Family composition that manifests involvement and responsiveness / • Category usage & frequency interaction • Brand usage • Registration of rewards • Shopping habits obtained through that behaviour • Amount of weekly shopping basket • Registration of reward / coupon / saving card • Income HH redemption • Product interests Make sure the database is ready for it !
    • What do you need? The Conversation Manager wants to: Track conversations Integrate conversations Intelligence on conversations Respond on conversations Report on conversations Therefore the conversation manager still needs: Integrate behaviour in a database (score, product interests) Create a crossed segmentation (Cross-channel) Campaign management tool Multi-step and triggered campaigns Flexible reporting Shared knowledge in the company Data Quality referentials (benchmarks) Integration of transactions
    • Shop transac tions Web site Client segmen Single tation customer Email view campaig n tool Campaign managem Counting ent Reporting & Extraction tool
    • A tailormade solution for each business
    • ONLINE OFFLINE REWARD S STANDA DATA RD SURVEY (MULTI-BRAND) S WEB AD HOC PLATFORM(s) SURVEY S WEB ACTIVIT QUALITY Y& COUPON S e-couponing CONSUM ER PROFILE Counting SENDS, OPENIN GS, CLICKS & BOUNCE SWITCHBOARD E-MAIL S PLATFORM STAGING AREA
    • CONNECTING THE DOTS … between website interactions and ‘traditional’ CRM building blocks … using new types of consumer data … turned into profounder knowledge … for new segmentation models … turned into a true marketing program … supported by the right • plaftorm • tools • reporting … for better dialogues, generating more ROI
    • Connecting dots together? Contact me! An Louwagie Marketing Manager Interactive Marketing WDM Belgium alo@wdmbelgium.be