Van surfer naar koper en terug. Connecting the dots

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How creating a 360° perspective on your customers? Integrating online and offline data in your marketing database...and make this data actionable.

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Van surfer naar koper en terug. Connecting the dots

  1. 1. From surfer to customer <br />and back again Connecting the dots<br />13th Relationship Marketing Congress <br />May 20th 2010<br />
  2. 2. PARADOX?<br />Surfer vs customer<br />Declared vs undeclaredbehavior<br />Clicks vs mortar<br />Online vs offline marketeer<br />OPPORTUNITY!<br />
  3. 3. Surfers vs customers<br />‘Do I reachmymostvaluablecustomers<br />through the right channels?’<br />
  4. 4. What’s the shape of yourfunnel?<br />This will affect your<br />Multichannel dialogue<br />
  5. 5. Where are they<br />online?<br />
  6. 6. Declared vs undeclared<br />behavior<br />What are surferstelling me about <br />themselves?<br />How can I get MORE usefull information<br />out of my consumer dialogues?<br />
  7. 7. 1 out of 18?<br />35% to 40%! <br />
  8. 8. Clicks & mortar<br />How do I get people to move fromwindow shopping on the internet to myphysical stores? <br />Werebranchvisitorsearlier on the net, investigatingmyoffer?<br />
  9. 9. ON-LINE<br />and <br />OFF-LINE<br />need to get<br />IN-LINE<br />
  10. 10. HOW DO I <br />CONNECT <br />THE DOTS?<br />
  11. 11. Changingworlds…<br />Changing dialogues!<br />Customer Life Cycle<br />
  12. 12. YOUR CHALLENGE<br />managing<br />cross-channel conversations <br />in the most profitable way<br />
  13. 13. Marketing program vs cross-channel objective<br />Offline<br />Getthem online<br />Multi-channel dialogue<br />(connectivity)<br />y<br />Identify<br />Gather info<br />n<br />y<br />n<br />Online<br />
  14. 14. COLLECT<br />
  15. 15. Data toolbox<br />PII/Contact data NAZ/tel/@/mobile/social media contact<br />Declared data  survey data<br />Undeclared data  interactions, clickographics, scores<br />Purchase data<br />Marketing action/reaction data<br />Calculated data/predictions: segmentation, RFM/FRAT, LTV, current value, …<br />
  16. 16.
  17. 17. Createwebsitetraffic<br />Evaluatechannels on traffic AND conversion<br />
  18. 18. Tracking of the surfersbehavior<br /><ul><li>productinterests undeclaredbehavior
  19. 19. type of interactions : low/highinvolvement</li></ul>Scoring of the individual surfer<br />
  20. 20.
  21. 21.
  22. 22. Qualify!<br /><ul><li>linking clicks to mortar!
  23. 23. adapt conversation to status</li></ul>‘client’/‘prospect’<br /><ul><li>legal aspects
  24. 24. baddeptors
  25. 25. …</li></li></ul><li>USE all possible data for a segmented<br />marketing program<br /><ul><li>adapated to consumer</li></ul>needs<br /><ul><li>drivingyour business</li></li></ul><li>Possible Segmentation Variables<br />Business Drivers<br />Consumer Drivers<br />What categories/brands do they use ? Yours and/or others ?<br />What’s the usage frequency?<br />What value does this represent?<br />What growth potential do they have ?<br /> Current and potential value calculation<br />What activity can we measure that represents involvement ? (visible or not to the consumer) <br />What activity do we value ? <br />What value do we attribute to this ? <br />How do we reward the consumer for this ?<br /> Measure of involvement /responsiveness / interaction<br />
  26. 26. Connecting the dots…<br />Ambassadors<br />High<br />Believers<br />Creators<br />Business Drivers<br />Renegades<br />Medium<br />Low<br />High<br />Involvement<br />Medium<br />Involvement<br />Low<br />Involvement<br />Consumer Drivers<br />
  27. 27. Consequences for data acquisition<br />Business Drivers<br />Consumer Drivers<br />Personal data incl. age <br />Family composition <br />Category usage & frequency <br />Brand usage <br />Shopping habits <br />Amount of weekly shopping basket <br />Income HH <br />Registration of behaviour that manifests involvement and responsiveness / interaction<br />Registration of rewards obtained through that behaviour<br />Registration of reward / coupon / saving card redemption<br />Product interests<br />Make sure the database is ready for it !<br />
  28. 28. What do you need?<br />
  29. 29. Shop<br />transactions<br />Web<br />site<br />Client segmentation<br />Single customerview<br />Email campaigntool<br />Campaignmanagement<br />Reporting<br />Counting &<br />Extraction tool<br />
  30. 30. A tailormade solution for each business<br />
  31. 31. OFFLINE<br />ONLINE<br />STAGING AREA<br />DATA QUALITY<br />REWARDS<br />STANDARD<br />SURVEYS<br />(MULTI-BRAND)WEB PLATFORM(s)<br />AD HOC<br />SURVEYS<br />Single customer view DB<br />Reports<br />WEB ACTIVITY & COUPONS<br />SWITCHBOARD<br />e-couponing<br />CONSUMER<br />PROFILE<br />Counting<br />SENDS,<br />OPENINGS,<br />CLICKS &<br />BOUNCES<br />E-MAIL<br />PLATFORM<br />messagent<br />
  32. 32. CONNECTING THE DOTS<br />… betweenwebsite interactions and<br />‘traditional’ CRM building blocks<br />… using new types of consumer data<br />… turnedintoprofounderknowledge<br />… for new segmentation models<br />… turnedinto a true marketing program<br />… supported by the right<br /><ul><li>plaftorm
  33. 33. tools
  34. 34. reporting</li></ul>… for better dialogues, generatingmore ROI<br />
  35. 35. Connecting dots<br />together?<br />Contact me!<br />An Louwagie<br />Marketing Manager Interactive<br />Marketing<br />WDM Belgium<br />alo@wdmbelgium.be<br />

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