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User journeys: FATTI non PAROLE.Come analizzare i processi di acquisto e usare i dati per creare dei journey omnicanale efficaci.

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Netcomm Forum 2019 - Workshop

Andrea Longo, VP Customer Success Contactlab

Published in: Marketing
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User journeys: FATTI non PAROLE.Come analizzare i processi di acquisto e usare i dati per creare dei journey omnicanale efficaci.

  1. 1. Customer Journeys: fatti non parole Andrea Longo, VP Customer Success Maggio 2019
  2. 2. 2 DIGITAL STRATEGY DIGITAL OPERATIONS ACQUISITION & ENGAGEMENT PLANNING, PERFORMANCE MEASURING, TRAINING COMPETITIVE BENCHMARKING APPLICATION DEVELOPMENT AND INTEGRATION SERVICES FULL SERVICE CREATIVITY & CAMPAIGN MANAGEMENT DELIVERABILITY SERVICES INTEGRATED MARKETING SERVICES TECHNOLOGY MARKETING PROVIDER + CUSTOMER DATA PLATFORM ANALYTICS / SEGMENTATION / PERSONALIZATION / AUTOMATION
  3. 3. 3 Contactlab Attention to details Competence Experimentation Experience Pursuit of perfection Control
  4. 4. 4 Il journey COSA E’ UNO USER JOURNEY?
  5. 5. 5 EMAIL OPENERS PURCHASING PATTERN NOT EMAIL RECEIVERS PURCHASING PATTERN
  6. 6. 6
  7. 7. © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Journey: il disegno di un’esperienza Siamo sempre pronti ? Complexity = Effectiveness ?
  8. 8. © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. ✓ anti-churn ✓ acquisition ✓ brand awareness ✓ loyalty adoption ✓ drive to store ✓ engagement ✓ retention ✓ purchase frequency ✓ reputation ✓ avg ticket amount … Increase business value
  9. 9. © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 9 Which is the impact?
  10. 10. © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. surf but not buy surf & buy surf intensely
  11. 11. © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. many communication few reactions no communication spontaneous purchases good reactivity ..till a purchase
  12. 12. © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Many other events: • Cart actions • Compare actions • Transazioni • etc… search key ADV referral wishlist
  13. 13. © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  14. 14. © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  15. 15. © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  16. 16. © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. engagement churnprediction
  17. 17. © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 1°acquisto 2°acquisto
  18. 18. © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Ratings 2 3 ? ? 4 2 4 ? 1 Purchases 1 1 0 0 1 1 1 0 1 Low relevancy High relevancy Association Rules Product association rules Content-based Algorithm Product features similarity check Collaborative Filtering Users preferences similarity check
  19. 19. © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  20. 20. © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  21. 21. © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  22. 22. © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Controllare
  23. 23. © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. It’s all about helping you do your job even better. GRAZIE – THANK YOU! Andrea Longo andrea.longo@contactlab.com

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