1. From surfer to customer
and back again
Connecting the dots
13th Relationship Marketing
Congress
May 20th 2010

2. PARADOX?
Surfer vs customer
Declared vs undeclared behavior
Clicks vs mortar
Online vs offline marketeer
OPPORTUNITY!

3. Surfers vs customers
‘Do I reach my most valuable
customers
through the right channels?’

4. What’s the shape of your funnel?
This will affect your
Multichannel dialogue

5. VIP
Where are they
Gold online?
Silver
Bronze
Prospects

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. 1 out of 18?
35% to 40%!

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. ON-LINE
and
OFF-LINE
need to get
IN-LINE

10. HOW DO I
CONNECT
THE DOTS?

11. Changing worlds…
Changing dialogues!
Customer Life Cycle

12. YOUR CHALLENGE

13. Marketing program vs
cross-channel objective
Offline
Multi-
Get them channel
online dialogue
(connectivity)
y
Identify Gather info
n
n y Online

14. COLLECT

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, …

17. Create website traffic
Evaluate channels on traffic
AND conversion

18. Tracking of the surfers behavior
• product interests  undeclared behavior
• type of interactions : low/high involvement
Scoring of the individual surfer

21. Qualify!
• linking clicks to mortar!
• adapt conversation to status
‘client’/‘prospect’
• legal aspects
• bad deptors
•…

22. USE all possible data for a segmented
marketing program
• adapated to consumer
needs
• driving your business

23. 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

24. Connecting the dots…
Ambassadors
Business Drivers
High
Believers
Creators
Renegades
Medium
Low
Low Medium High
Involvement Involvement Involvement
Consumer Drivers

25. 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 !

26. 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

27. Shop
transac
tions
Web
site Client
segmen
Single tation
customer
Email view
campaig
n tool
Campaign
managem
Counting ent
Reporting &
Extraction
tool

28. A tailormade solution for each business

29. 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

30. 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

31. Connecting dots
together?
Contact me!
An Louwagie
Marketing Manager Interactive
Marketing
WDM Belgium
alo@wdmbelgium.be