Create, Execute, Measure and Automate: Neolane Cross-Channel Campaign Best Practices


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Ludovic Velu, Consulting Manager, Neolane
This session will leave you armed with proven best practices spanning the key steps in the campaign management lifecycle. From split testing to descriptive analytics, control groups to content previews and quality checks, inbox rendering to campaign planning, sample workflows, event triggers and sophisticated automation, you will leave this session with practical campaign execution advice that you can immediately leverage in your Neolane day-to-day.

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  • Avec Neolane, envoyer des messages one-to-one: Envoi d’un code promo réservé aux fans B2B : informer et “nurturer” ses prospect Envoi d’un Tweet avec un code promo unique Envoi d’un Tweet qui dirige vers une landing page personnalis ée
  • Create, Execute, Measure and Automate: Neolane Cross-Channel Campaign Best Practices

    1. 1. Create, Execute, Measure and Automate: Neolane Cross-Channel Campaign Best Practices Ludovic Velu, Consulting Manager
    2. 2. Multichannel / Cross channel <ul><li>Multi channel: multiple channels but siloed approach </li></ul><ul><ul><li>Example: one channel per segment </li></ul></ul><ul><li>Cross channel: the customer strategy aligns multiple channels in a combined approach </li></ul><ul><ul><li>Example: several channels are used throughout the customers’ course of purchase </li></ul></ul>
    3. 3. The standardization of cross channel <ul><li>Purchases are made via cross channel! (1) </li></ul><ul><ul><li>56% of internet users visited an e-commerce site before making a store purchase, </li></ul></ul><ul><ul><li>36% browsed a paper catalog before making an internet purchase, </li></ul></ul><ul><ul><li>33% visited a store before making an internet purchase </li></ul></ul><ul><li>84% of companies currently communicate with their prospects and customers via e-mail. 80% of marketing departments plan to integrate at least one new mobile channel (SMS, Wap Push or MMS (2)) within the next 12 months. </li></ul><ul><li>Only 46% of companies think they are well-equipped to implement and combine these communication channels consistently (2) </li></ul>(1) Médiamétrie / NetRatings - 2008 (2) Neolane survey – 10/2007
    4. 4. Why should I go for a cross channel strategy? <ul><li>To increase the chances of getting your message across </li></ul><ul><li>To combine several types of media while sticking to your budget </li></ul><ul><li>To increase conversion rates </li></ul><ul><ul><li>Studies have shown a significant increase in response rates compared to single channel direct mail campaigns </li></ul></ul><ul><li>To make the most of each channels’ features </li></ul><ul><li>To stimulate follow-up by using various types of media </li></ul><ul><ul><li>Each media adds something to the other </li></ul></ul>
    5. 5. Which approach should I choose? <ul><li>Define the most appropriate media for the main target based on: </li></ul><ul><ul><li>target homogeneity </li></ul></ul><ul><ul><li>&quot; closeness &quot; to the target (SMS is seen as invasive) </li></ul></ul><ul><ul><li>budget </li></ul></ul><ul><ul><li>campaign type (canvassing, acquisition, building customer loyalty) </li></ul></ul><ul><li>Define the most appropriate follow-up media based on: </li></ul><ul><ul><li>expected reactivity </li></ul></ul><ul><ul><li>main channel </li></ul></ul><ul><li>Assess the period between first contact and follow-up </li></ul><ul><ul><li>at least 2 weeks for direct mail </li></ul></ul><ul><ul><li>48 hours for e-mail or SMS </li></ul></ul>
    6. 6. Don’t make the following mistakes <ul><li>Pushing non-perzonalised or non-targeted offers </li></ul><ul><li>Delivering the same offer on several different channels at the same time (this creates a feeling of harassement) </li></ul><ul><li>Following up too soon or too late depending on the channels used </li></ul><ul><li>Following up without taking behavior or reaction into account </li></ul>
    7. 7. Neolane: one-to-one cross channel ex: special offers, cross-sell, transactional information Messages and Offers Mobile E-mail Neolane v5.1 Web Direct mail Call Center Médias Sociaux Coming soon Personalization engine
    8. 8. Reports <ul><li>Standard </li></ul><ul><ul><li>Delivery analyses </li></ul></ul><ul><ul><li>Campaign analyses </li></ul></ul><ul><li>Configurable </li></ul>
    9. 9. Thank you! <ul><li>Contact Information </li></ul><ul><li>Ludovic Velu </li></ul><ul><li>Consulting Manager </li></ul><ul><li>[email_address] </li></ul>