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Data-Driven marketing for Omnichannel

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The new main trends of the Digital Marketing are reconceiving the standards ok digital marketing management for the omnichannel (ecommerce and boutique) business with a key role of performance driven acquisition methods (PB, audience management, CRM DMP), the Experience personalization and conversion optimization

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Data-Driven marketing for Omnichannel

  1. 1. Copyright © 2015 Accenture All rights reserved. 1 Netcomm Connect Data-Driven Marketing Milan, 25th June
  2. 2. 2Copyright © 2015 Accenture All rights reserved. The marketing activities are going to become even more digitalized with an increasing role of spending optimization. The results monitoring and its relation with the real performance and the return will become the first driver of each digital marketing strategy . The process, the tools and the skills of the new digital marketers (both in companies and agencies) is transforming.
  3. 3. Copyright © 2015 Accenture All rights reserved. 3Copyright © 2015 Accenture All rights reserved. 3 > The new marketing horizon > A data-driven Interaction > From data to marketing > So what • Agenda
  4. 4. Copyright © 2015 Accenture All rights reserved. 4Copyright © 2015 Accenture All rights reserved. 4 The marketing new horizon (1/3): upside down mngmt C.R.M. - + Effectiveness - Control E.M.M. D.M.P C.D.B Social Loyalty + Personalization Audience mngmt  Personalization is becoming one of the new “Digital Must” but it need to be much more integrated with the content mngmt, the campaign mngmt, the web- analytics, the campaign mngmt and the CRM segment / strategies  The DMP and the overall PB trend is confirming the two digit growth trend but the portmanteau with the CRM to obtain a full Audience mngmt will become the next frontier.  Everything will be data-driven… P.B.
  5. 5. Copyright © 2015 Accenture All rights reserved. 5Copyright © 2015 Accenture All rights reserved. 5 The marketing new horizon (2/3): Programmatic & D.M.P.
  6. 6. Copyright © 2015 Accenture All rights reserved. 6Copyright © 2015 Accenture All rights reserved. 6 The marketing new horizon (3/3): Personalization @ scale
  7. 7. Copyright © 2015 Accenture All rights reserved. 7Copyright © 2015 Accenture All rights reserved. 7 The marketing new horizon: new phases & enablers Visibility Personalization Conversion Optimization Capabilities on support of the Digital Marketing activities in order to increase the visibility and traffic to the website.> Support to all Digital Marketing activities at Global or Country scale > Internationalization of SEO > Global URL structure > Alphabet support > Channels: > DEM campaigns > Affiliation > SEM and Display Advertising > Co-mkting > Retargeting > Product and content Feed management to export enriched data to DM tools or affiliates Data-driven Marketing for OmniChannel Personalized and tailored contents, services after a Customer engagement. > Deep personalization of the reaction on the website could be carried out within a strong relationship on the information shared between the online platform and the DM channels > A set of variables has to be defined and applied, e.g.: > Campaign Source > Campaign Medium > Campaign Content > Campaign Name > Reactions personalization > Commercial proposition > Services (e.g. samples) > Story-telling / editorial AEM Analytics Target Connector Connector Connector Connector 1 2 3 4 Definition and evaluation of the main events in order to increase the related «conversions». > Evaluating the performance of different events across the DM channels applying specific variables to the different phases of the customer journey > Lead generation > Online sales > Evaluating the customer actions related to the DM activities concluded offline: > Physical Stores > Live Chat > Exchange campaign information between the online platform and CRM Different levels of Analysis and Optimization of the website and Digital Marketing activities providing tools, high-level data quality and reports. > Automatic optimization leveraging on A/B and Multivariate Testing features > Media campaigns > Marketing contents (e.g. Landing pages) > Website contents > Funnel > Fallout AEM Analytics Target AEM Analytics Target AEM Analytics Target
  8. 8. Copyright © 2015 Accenture All rights reserved. 8Copyright © 2015 Accenture All rights reserved. 8 > The new marketing horizon > A data-driven Interaction > From data to marketing > So what • Agenda
  9. 9. Copyright © 2015 Accenture All rights reserved. 9Copyright © 2015 Accenture All rights reserved. 9 The OmniChannel acquisition funnel Customer Lifetime Value Relation Reactivation Customer Thrust Addressable market Brand awareness Attract/ Consider Turnover Channelling OfflineOnline Profitability Convert Conversion Visitors Commercial Levers User ExperienceAcquire ATL Digital Mktg Click Through Natural & Organic Direct Marketing Customer relationExperience Reach/ Engage KPICustomer Journey Business lever Addressable market AttractionEngagementExperienceAdvocacy Interact Maximize
  10. 10. Copyright © 2015 Accenture All rights reserved. 10Copyright © 2015 Accenture All rights reserved. 10 Omni-Channel Optimization: Online Purchase EDITORIAL CONTENT THANK YOU PAGE WELCOME PAGE STORE ORGANIC DIRECT SEM MAIL DISPLAY DEM HP LANDING PAGE PRODUCT PAGE STORE LOCATOR MTM RESERVE & COLLECT ONLINE PURCHASE PAY & COLLECT BOOK A VISIT 1° REGISTRATION INCREMENTAL REGISTRATION LIVECHAT PROMOTION PERSONALISATION SOURCE CONTENT TYPE KPI CONCLUSIONINFLUENT EVENT
  11. 11. Copyright © 2015 Accenture All rights reserved. 11Copyright © 2015 Accenture All rights reserved. 11 Omni-Channel Optimization: Online Purchase SOURCE CONTENT TYPE KPI CONCLUSIONINFLUENT EVENT ORGANIC DIRECT SEM MAIL DISPLAY DEM HP LANDING PAGE PRODUCT PAGE STORE LOCATOR MTM ONLINE PURCHASE RESERVE & COLLECT PAY & COLLECT BOOK A VISIT 1° REGISTRATION INCREMENTAL REGISTRATION LIVECHAT PROMOTION PERSONALISATION THANK YOU PAGE STORE WELCOME PAGE EDITORIAL CONTENT
  12. 12. Copyright © 2015 Accenture All rights reserved. 12Copyright © 2015 Accenture All rights reserved. 12 Omni-Channel Optimization: Online Purchase SOURCE CONTENT TYPE KPI CONCLUSIONINFLUENT EVENT ORGANIC DIRECT SEM MAIL DISPLAY DEM HP LANDING PAGE PRODUCT PAGE EDITORIAL CONTENT STORE LOCATOR MTM ONLINE PURCHASE RESERVE & COLLECT PAY & COLLECT BOOK A VISIT 1° REGISTRATION INCREMENTAL REGISTRATION THANK YOU PAGE WELCOME PAGE STORE LIVECHAT PROMOTION PERSONALISATION
  13. 13. Copyright © 2015 Accenture All rights reserved. 13Copyright © 2015 Accenture All rights reserved. 13 Omni-Channel Optimization: Reserve and Collect SOURCE CONTENT TYPE KPI CONCLUSIONINFLUENT EVENT ORGANIC DIRECT SEM MAIL DISPLAY DEM HP LANDING PAGE PRODUCT PAGE EDITORIAL CONTENT STORE LOCATOR MTM ONLINE PURCHASE RESERVE & COLLECT PAY & COLLECT BOOK A VISIT 1° REGISTRATION INCREMENTAL REGISTRATION THANK YOU PAGE WELCOME PAGE STORE LIVECHAT PROMOTION PERSONALISATION
  14. 14. Copyright © 2015 Accenture All rights reserved. 14Copyright © 2015 Accenture All rights reserved. 14 Omni-Channel Optimization: Pay and Collect SOURCE CONTENT TYPE KPI CONCLUSIONINFLUENT EVENT ORGANIC DIRECT SEM MAIL DISPLAY DEM HP LANDING PAGE PRODUCT PAGE EDITORIAL CONTENT STORE LOCATOR MTM ONLINE PURCHASE RESERVE & COLLECT PAY & COLLECT BOOK A VISIT 1° REGISTRATION INCREMENTAL REGISTRATION THANK YOU PAGE WELCOME PAGE STORE LIVECHAT PROMOTION PERSONALISATION
  15. 15. Copyright © 2015 Accenture All rights reserved. 15Copyright © 2015 Accenture All rights reserved. 15 Omni-Channel Optimization: Book a Visit SOURCE CONTENT TYPE KPI CONCLUSIONINFLUENT EVENT ORGANIC DIRECT SEM MAIL DISPLAY DEM HP LANDING PAGE PRODUCT PAGE EDITORIAL CONTENT STORE LOCATOR MTM ONLINE PURCHASE RESERVE & COLLECT PAY & COLLECT BOOK A VISIT 1° REGISTRATION THANK YOU PAGE WELCOME PAGE STORE LIVECHAT PROMOTION PERSONALISATION
  16. 16. Copyright © 2015 Accenture All rights reserved. 16Copyright © 2015 Accenture All rights reserved. 16 Omni-Channel Optimization: First Registration SOURCE CONTENT TYPE KPI CONCLUSIONINFLUENT EVENT ORGANIC DIRECT SEM MAIL DISPLAY DEM HP LANDING PAGE PRODUCT PAGE STORE LOCATOR MTM ONLINE PURCHASE RESERVE & COLLECT PAY & COLLECT BOOK A VISIT 1° REGISTRATION INCREMENTAL REGISTRATION THANK YOU PAGE WELCOME PAGE STORE LIVECHAT PROMOTION PERSONALISATION EDITORIAL CONTENT
  17. 17. Copyright © 2015 Accenture All rights reserved. 17Copyright © 2015 Accenture All rights reserved. 17 Omni-Channel Optimization: Increm. Registration SOURCE CONTENT TYPE KPI CONCLUSIONINFLUENT EVENT ORGANIC DIRECT SEM MAIL DISPLAY DEM HP LANDING PAGE PRODUCT PAGE STORE LOCATOR MTM ONLINE PURCHASE PAY & COLLECT BOOK A VISIT 1° REGISTRATION INCREMENTAL REGISTRATION WELCOME PAGE THANK YOU PAGE STORE LIVECHAT PROMOTION PERSONALISATION EDITORIAL CONTENT RESERVE & COLLECT
  18. 18. Copyright © 2015 Accenture All rights reserved. 18Copyright © 2015 Accenture All rights reserved. 18 > The new marketing horizon > A data-driven Interaction > From data to marketing > So what • Agenda
  19. 19. Copyright © 2015 Accenture All rights reserved. 19Copyright © 2015 Accenture All rights reserved. 19 Marketing Plan Web Marketing Channels Campaigns • Objectives • Budget • Mix • Performance Which are the sales goals and margin for category? How can we increase sales? Through which channels can we reach all the clients we need? Am I really doing profits thanks to these actions? • Objectives • Budget • Mix • Performance How many potential customers did I reach? How much effective is my commercial strategy? How much effective and reliable are my processes and systems? Are customers satisfied or are there any critical points to take care of? Historical data are the bases to the forecast… … forecast data are the bases to check performances Transactions Order fulfillment Post – sales interaction Management phases and business burining questions Commercial Plan Pre-sales interaction
  20. 20. Copyright © 2015 Accenture All rights reserved. 20Copyright © 2015 Accenture All rights reserved. 20 Margin goals Sellout goals By week  Define the margin goal expected per total sellout By category  How much is the online sellout forecasted  Define total revenue for the entire assortment  Trend is built by mapping the sellout goals for each week  It is necessary to have visibility of the revenue and the sellout trend for each category sold Commercialplanning Conversion rate goals Traffic goals By campaign  Define conversion rate to analyze better the visits number and their conversion in sellout (bottom up model) By channel  Define the traffic volume expected in order to reach the revenues objectives  Define and optimize the mix of channels to maximize the performance in terms of sellout  Identify the channels to activate to reach visits volume goals and sellout goals Marketingplanning Objectives Management granularity 1 2 3 4 5 6 7 8 A quick commercial and marketing KPIs definition guide
  21. 21. Copyright © 2015 Accenture All rights reserved. 21Copyright © 2015 Accenture All rights reserved. 21 Channels EMM Boutique Purchase Contact Aggregated interactions Category Shirts Shoes Trousers Bounce Visit eCommerce Dresses Self- service Call- center Subsequent interactions Frequenc y Duration Deepness Example: «Issue from category in promo»; cross checking of data allows to understand the original situation  Single performance and interaction KPI coming from different tracking sources can be correlated to detect the reasons and the original context of the discrepancies with the expected trends.  The relations among KPIs can be obtained in different ways and with different levels of effort depending on the environment in which it is done.  Al the Digital Marketing PULL and PUSH actions will be driven by the real customer context and purchase attitude KPI aggregation will drive the digital marketing actions
  22. 22. Copyright © 2015 Accenture All rights reserved. 22Copyright © 2015 Accenture All rights reserved. 22 > The new marketing horizon > A data-driven Interaction > From data to marketing > So what • Agenda
  23. 23. Copyright © 2015 Accenture All rights reserved. 23Copyright © 2015 Accenture All rights reserved. 23 So What… Everything will become (A) data-driven (B) personalized and (C) optimized in term of cost and performance The role of DMP and CRM will blend starting the Audience Management era that integrate the customer knowledge The roles of Agencies and the Media Center will be transformed moving to a consultancy direction The “new way” to optimize is enabled by the front-end full control 1 2 3 4
  24. 24. 24Copyright © 2015 Accenture All rights reserved. 24 Thank You Federico Gasparotto, eCommerce Strategy Lead +39-331-7550490 www.gasparotto.biz federico.gasparotto@accenture.com

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