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Danone NutriciaCase -
The Data-Driven
Mother'sJourney
September 22, 2016
Chris Nash - @chrisnash
Sitecore Business Optimiz...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of ...
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Danone Nutricia Case - The Data-Driven Mother's Journey by Christopher Nash, Sitecore

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With context, you can understand exactly where customers are on their buying journey, and give them useful, relevant content at the point when they’ll be most receptive to it. Danone-Nutricia is at the forefront of Context Marketing, driving an incredible eight-fold growth in month-over-month revenues since launching its “Mother’s Journey” program.

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Danone Nutricia Case - The Data-Driven Mother's Journey by Christopher Nash, Sitecore

  1. 1. Danone NutriciaCase - The Data-Driven Mother'sJourney September 22, 2016 Chris Nash - @chrisnash Sitecore Business Optimizations Strategies
  2. 2. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 2 About me
  3. 3. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 3 Consumer Foods Industry – Early Life Nutrition
  4. 4. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 4 The business challenge
  5. 5. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 5 The customer challenge - new behaviors 5 Technology behaviors Information Situation ConcernsSocial Store Needs Products
  6. 6. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 6 Decision moments Switch moments Decision moments Switch moments The Mother’s Journey – customer POV
  7. 7. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 7 Age-stage segments: Pre-conception Pregnancy Baby Toddler Services & Tools: • Baby-allergy test • Recipe generator • Chat with nutritionist • Shop • Become member • My Nutricia And our newest Body & Mind Content 4-6 months: • Breastfeeding • First spoon • Back to Work Touchpoints- segments: Moments of truth Thoughts and feelings Nutritional Changes Baby Development Activity Decisions The Mother’s Journey – operational map
  8. 8. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 8 Website Mobile App Events + DM Magic mirror POS Vending machine Contact centre Customer Experience Platform Omnichannel solution Connector
  9. 9. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 9 nutriciavoorjou.nl & nutriciababy.be
  10. 10. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 10 Xccelerate Process Xccelerate – People, Process & Technology
  11. 11. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 11 CX data is cross-channel data that is instantly accessible and can be used to shape customer experiences – in the moment of a given experience Data that reveals a customer’s intent … and what is meaningful & relevant as a customer experience progresses… Needs Preferences Filters Turn On’s Decision Moments Truth Moments Turn Off’s Knowledge What is Customer Experience Data?
  12. 12. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 12 Channel Device Campaign Recency Pages Interests Behaviors Goals Outcomes Experience Database Social Mobile Named Facebook Date /Time Member Consider Baby Baby dev. Feeding Schedule Experience Connected Data (e.g. Social) Fiona May Smith Anonymous Experience Paid Mobile AdWords Date /Time Calculate Discover Baby Nutrition Bottle feeding Experience Search Desktop Known Date /Time AllergyTest Research Baby Well being Bottle size Explicit Data CX data – marketing’s single view of the customer
  13. 13. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Nutrition Ailments Emotional well being Breastfeeding Bottle feedingBaby development First pregnancy Pregnant again Back to Work Pre-Pregnant Pregnant Baby 0-6 MonthsBaby7-12 Months Toddler Nutrition Ailments Emotional well being Breastfeeding Bottle feedingBaby development First pregnancy Pregnant again Back to Work Pre-Pregnant Pregnant Baby 0-6 MonthsBaby7-12 Months Toddler Nutrition Ailments Emotional well being Breastfeeding Bottle feedingBaby development First pregnancy Pregnant again Back to Work Pre-Pregnant Pregnant Baby 0-6 MonthsBaby7-12 Months Toddler Pre-Pregnant Pregnant Baby 0-6 MonthsBaby7-12 Months Toddler Nutrition Ailments Emotional well being Breastfeeding Bottle feedingBaby development First pregnancy Pregnant again Back to Work Pre-Pregnant Pregnant Baby 0-6 MonthsBaby7-12 Months Toddler Nutrition Ailments Emotional well being Breastfeeding Bottle feedingBaby development First pregnancy Pregnant again Back to Work My Situation Profile Interest Profile mobile Profile pattern match Profile pattern match Analytics & Personalization € REAL-TIMEPROFILING
  14. 14. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 14 Example – CareLine Goal Personalization If profiled as interested in pre- pregnancy If profiled as interested in pregnancy Visit progression Personalization – intent and relevancy
  15. 15. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 15 Example – CareLine Goal Personalization If visit matches nutrition pattern in a theme or where page “food during pregnancy is visited” Personalization example – behavior and relevancy
  16. 16. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 16 Original - Default Personalization Variant Personalization rule: if child greater than 6 months Nutrilon is always available online Especially for your child from 6 months Always available online. At 20:30 tomorrow to buy the house, the dispatch is free. At 20:30 tomorrow to buy the house, the dispatch is free. 67% increase in purchases vs default Personalization – relevancy increases sales
  17. 17. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 17 Original - Default Test Variant 26% conversion rate uplift vs. original Nutricia is always ready for you Register now and receive a free gift! A/B testing – increase marketing ROI
  18. 18. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 18 Pregnancy (35) Baby (44) Toddler (12) • Email streams per segment • Scheduled recurring emails based on due date or birthdate • Three emails categories • Effective with generating engagement Email – engagement & personalization
  19. 19. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 19 Segment Using Komfo Connector Facebook Custom Audience Engagement in “Nutricia for you” Nutricia & Komfo Connector for Sitecore Segment = Non member Goal = Pregnancy slider Pattern = Pregnancy interest Theme = Nutrition interest Visit count => 5 Call to Action “Become a member - Learn about pregnancy & early life nutrition” Call to Action “Register - NvJ is convenient, useful knowledge wherever and whenever you need it”
  20. 20. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 20 Segment Using Komfo Connector Facebook Custom Audience Engagement in “Nutricia for you” Nutricia & Komfo Connector for Sitecore Segment = Member Goal = Purchase not complete Pattern = Baby interest Theme = Feeding interest Explicit data => baby 7 mths Call to Action “Visit us - resource Nutricia is there when you need it” Call to Action “Visit the shop – we have reliable availability”
  21. 21. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 21 “With average growth of 75% each month, and average monthly rebuy growth of 140%, we’re very pleased with the results we’ve seen so far and we’re confident of continued growth in the future.”
  22. 22. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 22 Time to migrate to EXM 3.0 - 1 month 100 different emails 1.5 million emails per month Email open rate - 46% Email click through rate – 28.5% Reducing from three agencies to one (own digital team) Total annual cost saving 325K EUR Results

With context, you can understand exactly where customers are on their buying journey, and give them useful, relevant content at the point when they’ll be most receptive to it. Danone-Nutricia is at the forefront of Context Marketing, driving an incredible eight-fold growth in month-over-month revenues since launching its “Mother’s Journey” program.

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