From surfer to customer
                              and back again
                              Connecting the dots
13t...
PARADOX?
      Surfer vs customer

      Declared vs undeclared behavior

      Clicks vs mortar

      Online vs offline ...
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 use...
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 vi...
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
  ...
COLLECT
Data toolbox
         PII/Contact data NAZ/tel/@/mobile/social
         media contact

         Declared data  survey da...
Create website traffic

Evaluate channels on traffic
AND conversion
Tracking of the surfers behavior
• product interests  undeclared behavior
• type of interactions : low/high involvement

...
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 ac...
Connecting the dots…


                                                                           Ambassadors
Business Dri...
Consequences for data acquisition
  Business Drivers               Consumer Drivers
  • Personal data incl. age      • Reg...
What do you need?
                                      The Conversation Manager wants to:
                               ...
Shop
                        transac
                          tions
          Web
          site                         ...
A tailormade solution for each business
ONLINE                                                          OFFLINE
                            REWARD
               ...
CONNECTING
THE DOTS
… between website interactions and
‘traditional’ CRM building blocks
… using new types of consumer dat...
Connecting dots
together?


Contact me!
An Louwagie
Marketing Manager Interactive
Marketing
WDM Belgium
alo@wdmbelgium.be
Van surfer naar koper en terug connecting the dots
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

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Van surfer naar koper en terug connecting the dots

  1. 1. From surfer to customer and back again Connecting the dots 13th Relationship Marketing Congress May 20th 2010
  2. 2. PARADOX? Surfer vs customer Declared vs undeclared behavior Clicks vs mortar Online vs offline marketeer OPPORTUNITY!
  3. 3. Surfers vs customers ‘Do I reach my most valuable customers through the right channels?’
  4. 4. What’s the shape of your funnel? This will affect your Multichannel dialogue
  5. 5. VIP Where are they Gold online? Silver Bronze Prospects
  6. 6. Declared vs undeclared behavior What are surfers telling me about themselves? How can I get MORE usefull information out of my consumer dialogues?
  7. 7. 1 out of 18? 35% to 40%!
  8. 8. 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?
  9. 9. ON-LINE and OFF-LINE need to get IN-LINE
  10. 10. HOW DO I CONNECT THE DOTS?
  11. 11. Changing worlds… Changing dialogues! Customer Life Cycle
  12. 12. YOUR CHALLENGE
  13. 13. Marketing program vs cross-channel objective Offline Multi- Get them channel online dialogue (connectivity) y Identify Gather info n n y Online
  14. 14. COLLECT
  15. 15. 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, …
  16. 16. Create website traffic Evaluate channels on traffic AND conversion
  17. 17. Tracking of the surfers behavior • product interests  undeclared behavior • type of interactions : low/high involvement Scoring of the individual surfer
  18. 18. Qualify! • linking clicks to mortar! • adapt conversation to status ‘client’/‘prospect’ • legal aspects • bad deptors •…
  19. 19. USE all possible data for a segmented marketing program • adapated to consumer needs • driving your business
  20. 20. 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
  21. 21. Connecting the dots… Ambassadors Business Drivers High Believers Creators Renegades Medium Low Low Medium High Involvement Involvement Involvement Consumer Drivers
  22. 22. 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 !
  23. 23. 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
  24. 24. Shop transac tions Web site Client segmen Single tation customer Email view campaig n tool Campaign managem Counting ent Reporting & Extraction tool
  25. 25. A tailormade solution for each business
  26. 26. 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
  27. 27. 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
  28. 28. Connecting dots together? Contact me! An Louwagie Marketing Manager Interactive Marketing WDM Belgium alo@wdmbelgium.be

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