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Pilotez vos parcours client en réconciliant vos données marketing

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Multi canaux, les parcours clients se complexifient. Il devient donc essentiel de redonner de la lisibilité à leurs performances.

- Comment mettre en place les indicateurs de mesure multi-canal de vos parcours clients ?
- Comment obtenir une vision 360° de vos clients ?
- Comment réconcilier vos données multi sources (web analytics, bilan de campagnes marketing , CRM, données de facturation, satisfaction, engagement …) ?
- Comment créer des tableaux de bord 100% utiles à chacun et référents pour tous ?

En 45 mn, vous découvrirez les bonnes pratiques pour construire des tableaux de bord simples, fiables et économiques.

Cette méthodologie est le fruit de notre modèle de scénarisation des parcours clients et de sa mesure en collaboration avec Report One, éditeur de logiciels d’aide au pilotage des entreprises.

Published in: Marketing
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Pilotez vos parcours client en réconciliant vos données marketing

  1. 1. Pilotez vos parcours clients en réconciliant vos données marketing
  2. 2. Constat des Directions marketing en 2 chiffres 2 54% 62% Source : Baromètre 2015 ebg/qlik Ne sont pas satisfaits des outils d’analyse mis à leur disposition… Estiment cruciale l’existence de tableaux de bord pour bien travailler entre marketing et ventes !
  3. 3. Association 100% gagnante 3
  4. 4. Rassembler les informations pour agir : un vrai casse-tête ! 4 Disparité sources Disparité outils Infos non Synchronisées Interlocuteurs nombreux
  5. 5. Objectif des Tableaux de bord : piloter les parcours clients 5 Rendre lisible Organiser & Structurer Enjeux Expertise
  6. 6. 6 Les silos ont la vie dure Les datas traversent les cultures, les métiers Les tableaux de bord sont le véhicule des datas Notre credo : A chacun son Tableau de bord ! Au sein de l’écosystème organisationnel
  7. 7. Pilotage « synergisé » et cohérent 7 KPIs communs KPIs spécifiques
  8. 8. Concevoir vos tableaux de bord en 3 phases clé 8 KPI’S DONNÉES MAQUETTES
  9. 9. Choisir ses KPIs 9 Action Oriente les décisions Partage Admis par tous Moment de vérité Impacte le comportement Calcul Explicite l’information
  10. 10. Définir ses KPIs par les données 10 Matrice des KPIs  Mode de calcul  Donnée(s) utilisée(s)  Source, fréquence Rafraîchissement  Utilisateur(s)
  11. 11. Rassembler les données 11 ….Les 100 derniers mètres ! … Multi sources Local DWH ETL… BI... E commerce, CRM Fournisseurs Logistique Industrie ERP Compta Autres, excel … Data Sage 100 Compta DataWhareH ouse ETL… BI... Data Data Run Budgets Forcasts Supliers Autres Sources Fichiers .xls Fichiers .xls Fichiers .doc Fichiers ,pptx Constructeurs de rapports Diffuseurs de rapports Intégrateur de « MS Office »
  12. 12. Modéliser dans l’outil 12 Multi sources Référentiel unique et identique pour tous Gestion des droits et confidentialité (distinct du système transactionnel)
  13. 13. Charter une maquette commune 13 Charte graphique Responsive « d’un seul coup d’œil » +/- 7 KPIs Lien avec les enjeux globaux Dynamique
  14. 14. Notre méthodologie Auditer Concevoir Développer Stimuler 14 • Définir les enjeux et les objectifs • Lister les parties- prenantes Animer des ateliers • Sélectionner les KPIs & les définir • Charte des maquettes • Recetter 3 premiers mois • ateliers de séquence de lecture • coaching • Faire l’état des lieux • Planifier le projet • Modéliser les données • Construction TDB • Diffuser les rapports • Gérer les droits utilisateurs • Former • Transférer les compétences
  15. 15. Le métier de Report One • Editeur de solution décisionnelle métier depuis 14 ans • Expertise Gestion globale de projets • Réseau national d’experts intégrateurs 15 Report One siège 11 villa Gaudelet Paris 11ème 01.80.96.00.00 contact@report-one.com Vidéos, témoignages clients Webdemo du jeudi Version d’évaluation gratuite (30 J) www.myreport.fr Lille ● Lyon ● Pau ● Nantes ● Paris ● Albi ●
  16. 16. Le métier de Stratello : Optimiser la performance marketing crosscanal 16
  17. 17. Pour prendre contact 17 Pierre-Alain Fantuzzi Consultant Stratello Mesures et Performances Contact Stratello : 01 84 73 05 62 contact@stratello.com Nathalie Dumont Directrice développement commercial Report One Contact Report One : 01.80.96.00.00 ndumont@report-one.com
  18. 18. Nos prochains webinaires Concevoir ses tableaux de bord relationnels en 3 étapes : jeudi 17 mars Définir sa stratégie relationnelle grâce au parcours clients : Jeudi 10 mars

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