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John Rowley - Ferrero - Creating a data-driven customer journey with personas and smarter investment

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Today, the customer journey is a complicated matrix of multi-channel, hyper-targeted and in-the-moment marketing. So it’s no surprise that digital strategies rely heavily on data. Delivering fantastic commercials & loyal customers requires a data-driven marketing strategy to understand the customers you’re marketing to and how to invest in areas that really matter.

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John Rowley - Ferrero - Creating a data-driven customer journey with personas and smarter investment

  1. 1. .Creating a data-driven customer journey. .with personas and smarter investment.
  2. 2. Analysing performance Marketing to people Creating lasting experiences .Customer. .Journeys..Profitable.
  3. 3. .Marketing to people. .Part one:.
  4. 4. .Chloe. 35, Married with 2x kids Loves buying new dresses for nights out “I need to try outfits on before I buy”
  5. 5. .Chloe. 35, Married with 2x kids Loves buying new dresses for nights out “I need to try outfits on before I buy” .Sandra. 65, Retired, Keen gardener Buys Thorntons chocolate, especially Alpinis “Modern technology confuses me”
  6. 6. .Chloe. 35, Married with 2x kids Loves buying new dresses for nights out “I need to try outfits on before I buy” .Keith. Highly political, taxi driver Regularly researches car parts on forums “I’m not giving my data to the devil” .Sandra. 65, Retired, Keen gardener Buys Thorntons chocolate, especially Alpinis “Modern technology confuses me”
  7. 7. .Chloe. “I need to try outfits on before I buy” 14 day return policy Payments after 28 days .Keith. “I’m not giving my data to the devil” Guest checkout Security guarantees .Sandra. “Modern technology confuses me” Guided selling interface Mail order & direct mail
  8. 8. Bought car matts? Show car accessories .Behavioural. Lives in Nottingham? Promote local store .Individual. In female segment? Show new handbags .Segmented. .Personas = Personalisation.
  9. 9. .Analysing performance. .Part three:.
  10. 10. .£100. .Social executive. .Media buyer. .Search agency. .Store manager. .Affiliate partner. Facebook made £100 Television generated £100 Paid ads have 200% ROAS I sold a lightbulb Give me my commission
  11. 11. TV Store Affiliate £0 £0 £0 £0 £100 £100 Last click Google Social
  12. 12. TV Store Affiliate £0 £0 £0 £0 £100 £100 £0 £0 £0 £0 £100 Last click First click Google Social
  13. 13. TV Store Affiliate £0 £0 £0 £0 £100 £100 £0 £0 £0 £0 £5 £10 £15 £20 £50 £100 Last click First click Time Google Social
  14. 14. TV Store Affiliate £0 £0 £0 £0 £100 £100 £0 £0 £0 £0 £5 £10 £15 £20 £50 £35 £10 £10 £10 £35 £100 Last click First click Time Position Google Social
  15. 15. TV Store Affiliate £100 Last click First click Time Position Google Social £12 £18 £3 £65 £2Data £0 £0 £0 £0 £100 £100 £0 £0 £0 £0 £5 £10 £15 £20 £50 £35 £10 £10 £10 £35
  16. 16. .Data-driven attribution.
  17. 17. .Channel. .Time Spent. .Investment. TV 37% 39% Digital 44% 22% Radio 12% 9% Stores 4% 12% .Over. .Over. .Under. .Under.
  18. 18. .Summary.
  19. 19. .Customer. Personas Solutions Personalisation
  20. 20. .Customer. .Analysis. Attribution Data-driven Smart investments Personas Solutions Personalisation
  21. 21. .Continue the conversation. .@JohnARowley. .JohnAlexanderRowley.com.

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