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Customer Journey in der Praxis - Nice to Know oder Actionable Insights

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Vortrag vom TRACKS Multichannel Summit 2013 - Ron Warncke "Customer Journey in der Praxis" mit Ergebnissen der explido Studie "Digitale Trends 2014" und einer Anleitung für das Projektmanagement beim Multichannel-Tracking

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Customer Journey in der Praxis - Nice to Know oder Actionable Insights

  1. 1. PERFORMANCE RELATIONS BRAND CUSTOMER JOURNEY IN DER PRAXIS NICE TO KNOW ODER ACTIONABLE INSIGHTS? IHRE AGENTUR FÜR DIGITALES MARKETING UND VERTRIEB
  2. 2. WAS BRINGT MULTICHANNEL-TRACKING? ERGEBNIS EINER ADOBE BEFRAGUNG UNTER ENTSCHEIDERN 89% geben an, dass Atttibutionmodeling Ihnen einen Mehrwert liefert 32% ABER 68% geringen Mehrwert Quelle: Quarterly Digital Intelligence Briefing: Making Sense of Marketing Attribution (Adobe 2012) Bild: © fotogestoeber - Fotolia.com hohen Mehrwert 2
  3. 3. FACTS - ONLINE MARKETING 2014 ERGEBNISSE EINER EXPLIDO METAANALYSE MIT 30 STUDIEN/INTERVIEWS ZU DEN TRENDS 2014 MOBILE 72% (STRATEGIC) SOCIAL MEDIA 69% CONTENT MARKETING 52% (SOCIAL) SEO 48% CUSTOMER CENTRIC VIEW 45% MULTICHANNEL-TRACKING* 41% BIG DATA 41% CONVERSION OPTIMIZATION 38% VIDEO ADVERTISING GEOTARGETING *Seit 2009 durchgehender Trend und war auch mal auf Platz 1 34% 24% % der Studien mit Nennung als Trend Quelle: Metaanalyse mit 30 Studien zu digitalen Trends 2014 (Sie haben Interesse an der Studie? Einfach eine Mail an info@explido.de) 3
  4. 4. CUSTOMER JOURNEY TRACKING  NUR 1/3 DER ANWENDER SEHEN EINEN ECHTEN MEHRWERT  SEIT 4 JAHREN EIN TREND-THEMA  KAUM CUSTOMER JOURNEY/MULTICHANNEL-VERANTWORTLICHE IN UNTERNEHMEN → NICE TO KNOW ODER ACTIONABLE INSIGHTS? 4
  5. 5. REFERENT EXPLIDO Augsburg Ron Warncke Customer Journey Stratege Hamburg Frankfurt GRÜNDUNG 2002 MITARBEITER 165 INTERNATIONALITÄT In 50 Ländern aktiv Ø KUNDENBEZIEHUNG > 5 Jahre Hamburg Frankfurt 5
  6. 6. CUSTOMER JOURNEY: NICE TO KNOW ODER ACTIONABLE INSIGHTS?  Performance-Display Kampagne weder schließt noch assistiert Sales  Affiliate Programm leitet keine Sales ein, hat aber eine Assist-Quote von 6%  Search generic (Keyword-Group A) verkürzt die Customer Journey um 1,2 Kontakte → 12% der Crosschannel-Kosten  Facebook Premium Kampagne verursacht einen hohen CC-CPO, erreicht aber Unique Customer WIE KOMMT MAN ZU ACTIONABLE INSIGHTS 6
  7. 7. ERFOLGSFAKTOREN FÜR ACTIONABLE INSIGHTS TOP-3 1 EINDEUTIGE ZIELE DEFINIEREN 2 STRINGENTE PROJEKTPLANUNG 3 PEFORMANCE-BRILLE PUTZEN 7
  8. 8. 1 EINDEUTIGE ZIELE DEFINIEREN WETTBEWERBSFÄHIGKEIT IN EINER VERNETZTEN WELT SICHERN – ERFOLGREICH AGIEREN  Doppelvergütungen vermeiden  Transparenz im Marketing-Mix schaffen  Kostenintensives Awareness-/Branding-Budgets rechtfertigen  Wechselwirkungen zwischen den Kanälen ausnutzen für höhere Wettbewerbsfähigkeit  Ein integriertes Multichannel-Marketing im Unternehmen etablieren → Synergien zwischen Online und Offline verbessern  Customer Journey gestalten, statt den Kunden nur zu begleiten
  9. 9. STRINGENTE PROJEKTPLANUNG 2 DIE JOURNEY ZUR JOURNEY PLAN Definieren des Trackingziels Formulieren der Anforderungen an ein Tracking-Tool/ Dienstleister Auswählen eines passenden Tracking-Tools Sichten der Werbemittel und Bestimmung des „Status Quo“ TRACK Implementieren der Tracking-Lösung Tracken der online Touchpoints bis zur Conversion Bereinigen des Marketing-Mix um ineffiziente Kampagnen ACT Aufdecken von Lücken in der Multichannel-Kundenansprache Optimieren des Marketing-Mix (intra- sowie interkanal) und Entwicklung neuer Maßnahmen Anreichern der Customer Journey Insights mit weiteren Datenquellen 9
  10. 10. GENAUE ROLLENVERTEILUNG & RESSOURCENPLANUNG 2 DIE JOURNEY ZUR JOURNEY Werbetreibende Mediaagentur(en) Consulting Technik PLAN Definieren des Trackingziels hoch Formulieren der Anforderungen hoch gering mittel Auswählen eines passenden Tools mittel gering mittel mittel hoch gering hoch hoch hoch hoch Sichten der Werbemittel TRACK Implementieren der Tracking-Lösung gering hoch Tracken der online Touchpoints gering hoch hoch Aufdecken von Lücken ACT Bereinigen des Marketing-Mix mittel hoch hoch hoch hoch mittel mittel Optimieren des Marketing-Mix Anreichern der Customer Journey gering gering 10
  11. 11. 3 PEFORMANCE-BRILLE PUTZEN EIN SCHRITT IN DIE RICHTIGE RICHTUNG CC-(CPO) 757 € 711 € 180 € 135 € 48 € 48 € 14 € 14 € 11
  12. 12. 3 PEFORMANCE-BRILLE PUTZEN REAKTION EINES PERFORMANCE-MARKETERS – NACH KENNZAHL OPTIMIEREN 711 € 135 € 48 € 14 € € 12
  13. 13. 3 PEFORMANCE-BRILLE PUTZEN REAKTION EINES PERFORMANCE-MARKETERS – WEITER OPTIMIEREN 711 € 135 € 48 € 14 € € 13
  14. 14. 3 PEFORMANCE-BRILLE PUTZEN REAKTION EINES PERFORMANCE-MARKETERS – GEFAHR DER ÜBEROPTIMIERUNG STEIGT 711 € 135 € 48 € 14 € € 14
  15. 15. 3 PEFORMANCE-BRILLE PUTZEN CROSSCHANNEL BEDEUTET NICHT SINGULÄR ZU OPTIMIEREN, SONDERN ROLLENBEZOGEN IM MARKETING-MIX INTENT TO PURCHASE 14 € € © kreativloft GmbH - Fotolia.com 15
  16. 16. KEY TAKEAWAYS 1 PLANEN SIE LIEBER SAUBER – ALS DASS SIE SCHNELL SCHEITERN 2 DEFINIEREN SIE DIE ROLLEN ALLER BETEILIGTEN 3 WÄHLEN SIE MIT BEDACHT DIE KPIs FÜR IHRE KAMPAGNEN 16
  17. 17. UNSER BEITRAG ZU ACTIONABLE INSIGHTS! Sie haben Interesse am Leitfaden: Schreiben Sie einfach eine Mail an info@explido.de
  18. 18. AGENCY FOR DIGITAL MARKETING AND SALES Pröllstraße 28 86157 Augsburg Tel.: 0821 217795-0 Fax: 0821 217799-99 ron.warncke@explido.de www.explido.de SOCIAL MEDIA Follow us @explido Like us facebook.com/explido Watch us youtube.com/user/explido

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