Marketing in timp real, marketing agil: rezultatele obtinute de precursori - Romulus Grigoras, CEO Devatics, CNEC, 27 mai 2013

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Romulus Grigoras, CEO Devatics - Marketing in timp real, marketing agil: rezultatele obtinute de precursori, prezentare sustinuta in cadrul Conferintelor Nationale de e-Commerce, 27-28 mai 2013, Bucuresti, Romania

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Marketing in timp real, marketing agil: rezultatele obtinute de precursori - Romulus Grigoras, CEO Devatics, CNEC, 27 mai 2013

  1. 1. Real-time MarketingAgile MarketingFeedback From :Romulus GrigoraşFounder - CEO
  2. 2. Real-Time Marketing ?Real-Time BehavioralMarketingAgile Marketing
  3. 3. -3-Marketing Behavioralin Real-Time :The Sales Assistant !
  4. 4. 4Take action at the right moment !
  5. 5. 5
  6. 6. © 2011 Devatics – Tous droits réservés. 6GuideRassureMotivate
  7. 7. © 2011 Devatics – Tous droits réservés. 7Persuade
  8. 8. On-site targeting: levels ofinteractionAction 1The HookImprove performance ofacquisition campaignAction 2EngagementDrive/helpprospectsAction 3CompletionThe final pushAction 4LoyaltyDatamine&Encouragereturn
  9. 9. 9Real-Time Behavioral MarketingStimulateMessagesReassuranceStimulationReal-time OptimizationArtificialIntelligenceAnalyseBehaviourHesitationCartabandonmentExtra InformationNeededMeasurePermanentA/BtestingConversionMargin
  10. 10. Measure the impact ?-10-
  11. 11. 11Examples of battles1. Bounce Rate2. Conversion
  12. 12. 121Bounce Rate30%-60%
  13. 13. Up to -30%InBounce rateDynamic « Landing pages »A/B withoutcreating new pages
  14. 14. 16Take-home message :Personalized « Landing pages »Follow-up withcoherent messages
  15. 15. 172Conversion1%-3%
  16. 16. 18From landing …
  17. 17. … staycoherent !
  18. 18. 22ObjectifsAméliorer la conversionAssister les clients VPC arrivés sur le site webOptimiser l’impact des « incentives » différentsSolutionsPages produits : rappeler une promotion ou rassurer au meilleur momentPanier : rassurer ou offrir les frais de port aux prospectsPage identification: prendre le relais par téléphone pour le clients VPC perdusComtesse du BarryCA total : 30 M€en VPC, boutique et webCA web : 30%Campagne « Noël »+11,9%inconversion
  19. 19. 23
  20. 20. 24Take-home message :Stop the leakage !Reassure !Stimulate !
  21. 21. Real-Time Marketing ?Real-Time BehavioralMarketingAgile Marketing
  22. 22. Feb 2013 - Superbowl power outage: Baltimore Ravens vs San Francisco 49ers
  23. 23. The Winner ?
  24. 24. Agile MarketingResponding to change over following a planRapid iterations over Big-Bang campaignsTesting and data over opinions and conventionsNumerous small experiments over a few large betsIndividual and interactions over target marketsCollaboration over silos and hierarchyFrom: Agile Marketing Manifestowww.agilemarketing.net
  25. 25. A « Second Skin » for Agility« Second Skin »1 tag, unlimited componentsFull SaaS, Javascript-poweredPresentation LayerCMS…Frommonths to weeks … or days !
  26. 26. Pichet ImmobilierTeam of 312 days-man6 campaigns : A/B testing + personnalisation16 iterations+98% in conversion1 2 3 4 5 6 7 8 9 10 11 12 13ConversionWeek # (from Feb 22)Pichet ImmoX2in conversion
  27. 27. The Path to Success : agility !WebEngineer&DataScientistMkg&DesignTeamClientProcessesiterationIterationiterationTechnology
  28. 28. romulus@devatics.com
  29. 29. PerformanceSatisfactionClientTesting& OptimisationAutomatic&OptimisedA/B &MultivariateTestingPersonalisationTemps-RéelReal-Time Sales Pitch throughReassurance / Promotions / RecommendationsAnd Continuous Learning & OptimisationWeb Marketing AgileRapid Project ImplementationSecond-skin ComponentsConseil en E-MarketingBest Practicesof Real-Time Online MarketingMarketing en Témps Réel « on site »
  30. 30. Conversion
  31. 31. A « Second Skin » for AgilityFLASH SALESSaint-ValentineDayThanks to today’sSaaSJavascript technologies

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