How well do you know your customers?
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For years, you’ve always been thinking of improving the lifetime value of your customers and how to improve their loyalty to your brand. But have you wondered how loyal you are to your customers? This session will show how you, as a brand, can become loyal to your customers and its benefits. Emmanuel Arendarczyk, UK Country Manager for NetBooster UK, will explore the process of collaborating your branding and performance marketing to provide a seamless and integrated user experience
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How well do you know your customers?
- 1. NB1 We are and we would like to be Your Digital Performance Architects Hi
- 2. How well do you know your customers? @earendarczyk
- 3. NB3 Bio • 33, Married, 1 son • Webspam @ Google • Consulting in SEO, PPC and affiliate • SEO Director • Group Product Development • Head of NetBooster Premium • UK Country Manager
- 4. NB4 A typical user experience Prospects Peer reviews Social approval Brand content Competitor analysis Buyers Contributors
- 6. NB6 Decisions are taken on the fly In-market and real time decision
- 7. NB7 • 23 % have changed their mind about purchasing a product or a service in ashop as of result of information they gathered using a smartphone • 20% have changed their mind about purchasing a product or a service online as of result of information they gathered using a smartphone • 46 % have performed amobile search after seeing an offline ad … in a cross channel way
- 8. NB8 … and mobile has already taken over
- 10. NB10 But now we have the technology … but wait!
- 11. NB11 Paid Media CRMeCommerce Opportunity OwnedEarned Intelligent involvement builds loyalty In-Store The challenges ahead
- 12. NB12 Engagement driven through data… 12
- 13. NB13 A Consumer centric approach Time for new metrics/KPIs: - Velocity - Opportunity - Loyalty … is only possible via consistent data
- 14. NB14 14 Power Loyalty with GroundControl
- 15. NB15 Be customer-centric And use the data in real time Données offline Intentions Comporte ment SocialEmail PPCDisplay SEOContent Analytics tool
- 16. NB16 Thanks for your attention www.netbooster.com
Editor's Notes
- Marketing used to be simple. It was TV to push a message and then you’ll collect the money in your store. But the internet changed the game and it’s getting more and more complex. We now have on average 18 to 20 touchpoints before a sale takes place. And you need to take into account social media an the power of your peers and contributors.
- So I went shopping with my wife
- Almost instantly people are connecting with your business in different ways (or trying to). Are you there to answer their question? Are you there to collect the vital information that they’re in-market? And probably about to buy something from you? Or they already bought something and you could upsell / cross sell? Or maybe the lifecycle of the product is so long that they don’t want to buy anymore and you could actually provide them with interesting information.
- I don’t feel alone when I see these figures ;) Main message is that it’s not an option to be present on all touch points, it’s mandatory
- Users have always had a cross-channel behaviour but until now, we've never been able to track it nor respond to it
- Summary slide to wrap that side of the story Pink boxes: repositories of data -> typically very fragmented and siloed. In most cases only joined in manager reports based on aggregated data. 3rd party data. You can buy cookie pools from big e-commerce sites. Mostly big publishers are now making profits by selling anonymous user data back to the advertisers. Next big jump : second party data. More peer to peer. Example: Adidas with one of the sports team they are sponsoring. Getting cookies from all users on the sites of that sponsored team and use it for Adidas. Citroen could sell some data to Michelin. That will explode. -> the “media cookie” (from the display “permission” of a banner click) and Social media “permissions” (from the click on =Like) are key to create Reachability. -> being able to persistently keep a consistent understanding of the consumer attributes (in multiple Audiences) is key to find more like that in the market -> this is the symbol of the blue man We already have the infrastructure for that. If someone is interested, we can elaborate.
- -> We believe this can all be powered by data intelligence (and tech, but that’s a consequence of needs defined in the architecture).
- -> even consistent data is not enough, since it’s mostly based on aggregates. The answer is a consumer centric approach where data is linked to the individual consumer Opportunity: Lifetime value is important but can also be a mistake. When do people rebuy? Retargeting must be taking this into account. Why do I get advertisement several weeks for HDs when I just bought one. Loyalty: known performance indicator. Used normally to bring up the point that people sometimes misunderstand loyalty. Loyalty is not flying more but flying more with emirates.
- In the big circle, you have GA. The Power of GA is that it can stitch between all these repositories we highlighted in the slide with the pink boxes. Enables to integrate with CRM, to capture in store data etc. 2 way arrow 2 google cloud. To get real value out of this data, it needs to be crunched. That is done outside of GA in the cloud. Find correlations between different sets and types of data. Don’t believe in cloud? OK. If you have the resources to build your own infrastructure, we can support that. Cloud techno are by themselves disruptive. GC: is something we have built. Based on cloud computing stack. Because we identified a need that is not addressed by analytics, CRM or the usual DSP tools. We call it a DMP – a data management platform. -> This is the “blueprint” of us as architects -> come to us and we facilitate the discussion of how you can achieve this….