Using analytics data for real-time personalization and crm profiling

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Those are the slides of Florian Engel's talk at ecampaigning forum 2012 in oxford.

The idea is to combine the CMS (website) data and the CRM (supporter database) with analytics data. That enables you to personalize your website in real time based on analytics data and it allows you to enrich your crm records.

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Using analytics data for real-time personalization and crm profiling

  1. 1. FLORIAN ENGELStrategy & interface designTwitter: @moreonionflorian@more-onion.com
  2. 2. We have geo data
  3. 3. We have a browsing history
  4. 4. We know where people come from
  5. 5. WHY LET IT SIT THERE TOROT?
  6. 6. DatabaseAnalytics Website and Email Why separate?
  7. 7. JUST IMAGINE...
  8. 8. USE THE DATA INREALTIME
  9. 9. You have a landing page First name Last name Email address
  10. 10. People come from facebook... Join via facebook now! First name Last name
  11. 11. COMBINEDATAWITH SUPPORTER RECORDS
  12. 12. You like segmentation? Do supporters use Twitter, Facebook? Where are supporters based? Do they have a mobile device? Which pages did they visit?
  13. 13. How this data can be used... Split test within a geographic area Only ask facebook users for a post on a wall Target those who have a smart phone
  14. 14. HOW WELL MAKE ITWORK
  15. 15. Not quite ready yet.First test case will go online in May.
  16. 16. DatabaseAnalytics Website and Email Close the gap
  17. 17. An ordinary open source analytics tool
  18. 18. An extra ordinary CMS / web framework
  19. 19. A few hacks later... Website (Drupal) is personalized on the basis of Piwik data Supporters in the CRM (Drupal) are „mapped“ to piwik visitors
  20. 20. CREEPY?
  21. 21. YOUR CHOICE
  22. 22. Its tempting. But dont jointhe dark side of the force!
  23. 23. THANK YOU!FLORIAN ENGELTwitter: @moreonionflorian@more-onion.com

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