Marketing Tech Stack and Customer Journey - Thomas Pinte - Accenture Interactive - Benchmark by EBG Berlin 2019

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Stack marketing
& customer journey
Use case of a
French energy provider

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SPEAKER
THOMAS
PINTE
Client success lead

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Challenges
Use case for a French energy
provider

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Complex economic issues
Focussing on right customer acquisition
& operational costs are essential
But long term retention and value building
makes the difference

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Based on a strong competition
Focussing on price
& minimum valuable services are essential
But N.P.S makes the difference

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Drived by notoriety
Focussing on a top of mind strategy
& « share of voice » are essential
But a global PRM approach makes the difference

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And new customer needs
Focussing on digital features
& selfcare are essential
But data and personalization makes the difference

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Enablers
Use case for a French energy
provider

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To emerge and survive
marketing needs to drive results

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By a good knowledge of the customer journey
Don’t loose trafic
Using a simple PRM model
with basic use cases
Use the right content
at the right place
By a media content and
landing page optimisation
tactics
RESULTS after 8 month :
Bounce Rate : < 35%
Display CTR : +20% than avg
PRM program : +12% souscriptions

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By a great marketing stack
Spend the right price
Using programatic ad
buying technics and
attribution and contribution
models
Be always « ON »
Using an marketing
automation system
RESULTS after 8 month :
CPC and CPM not impacted by
competition
Visitors : +15% than the BP.

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By good data architecture and orchestration
Start simple
A end to end touchpoint
reconciliation is the target
not the begining
Touch the right person
Using a real time lead and
customer scoring
RESULTS after 8 month :
Customer value : +10%
Churn : < 2% (avg : 8%)
Unpaid invoices : <8% (avg : 30%)

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Key success factors
Use case for a French energy
provider

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01 02 03 04
01. Clear
Picture
Overview
02. Tailored
Management
03. Agile
Organisation
04. Test & learn
Methodology

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Overview
But the main key factor was to start from nowhere
we have been abled to set
good practices from the beginning

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After 1 years of build & setup + 8 month of run,
We catch, each month, between 15% and 35% of market churn.
That put us as the 4th alternative energy provider
with the 9th media budget of the market.
I let you imagine how we improoved the model
#Proud
Achieved results

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THX