Presentation Ton Wesseling at Online Dialogue Thursday #5 on systems needed to be successful in online dialogues

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Explanation of which tools you will need where and a mapping to te different online crews. Curious who will win the battle CRM, CMS or Analytics :-)

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Presentation Ton Wesseling at Online Dialogue Thursday #5 on systems needed to be successful in online dialogues

  1. 1. System future!Measuring, profiling & publishing!Ton Wesseling (@tonwesseling)!Online Dialogue (@onlinedialogue)
Presentation at the 5th “Online Dialogue Donderdag” June 16th 2011, Utrecht #ondido!
  2. 2. Our goal! Deliver valuable online experiences…! For the online user! CC: http://www.flickr.com/photos/soundfromwayout/143822346!
  3. 3. Our goal! …while making money ! for our clients! CC: http://www.flickr.com/photos/soundfromwayout/143822346!
  4. 4. Quality & Service! Does your hotel look like this?!
  5. 5. Quality & Service! or like this?!
  6. 6. Quality & Service! Does your hotel room look like this?!
  7. 7. Quality & Service! or like this?!
  8. 8. Quality & Service! Does your pool look like this?!
  9. 9. Quality & Service! or like this?!
  10. 10. Quality & Service! Is this your service?!
  11. 11. Quality & Service! or this?!
  12. 12. Online content! 32/60
  13. 13. What is online content?! Your part of the conversation!! 32/60
  14. 14. Dialogues…!
  15. 15. Dialogues…!
  16. 16. Dialogues…!
  17. 17. Dialogues…!
  18. 18. Dialogues?!
  19. 19. Online behavior = clicks & typing! No verbal! No non-verbal! Information freedom! Time & place freedom!
  20. 20. Dialogue model!
  21. 21. Build up groups of customer profiles! segmented on their behavior! and collect the knowledge of! how to communicate with them!
  22. 22. But how?!
  23. 23. But how – system perspective!
  24. 24. But how – system perspective! Content blocks & rules Publication
  25. 25. But how – system perspective! Content blocks & rules Social Publication Monitoring
  26. 26. But how – system perspective! Content blocks & rules Social Publication Monitoring Behavior data Web Analytics solution
  27. 27. But how – system perspective! Content blocks & rules Social Publication Monitoring Survey / Behavior External data data Web Analytics solution
  28. 28. But how – system perspective! Content blocks & rules Social Publication Monitoring Survey / Behavior External data data Web Analytics solution Deep & detailed reporting
  29. 29. But how – system perspective! Content blocks & rules Social Publication Monitoring Survey / Behavior External data data Web Analytics Aggregated Business online usage Intelligence solution KPI & Deep & detailed reporting dashboarding
  30. 30. But how – system perspective! Content blocks & rules Social Publication Monitoring Survey / Behavior External data data Web Data Unique user Analytics Aggregated Business Warehouse data online usage Intelligence solution KPI & Deep & detailed reporting dashboarding
  31. 31. But how – system perspective! Content blocks & rules Social Publication Monitoring Survey / Behavior External data data Web Data Unique user Analytics Aggregated Business Warehouse data online usage Intelligence solution KPI & Deep & detailed reporting dashboarding
  32. 32. But how – system perspective! Content blocks & rules Social Publication Monitoring Survey / Behavior External data data Web Data Unique user Analytics Aggregated Business Warehouse data online usage Intelligence solutionExternal KPI & info Data Mining Deep & detailed reporting dashboarding
  33. 33. But how – system perspective! Content blocks & rules Social Publication Monitoring Survey / Behavior External data data Web Data Unique user Analytics Aggregated Business Warehouse data online usage Intelligence solutionExternal KPI & info Data Mining Deep & detailed reporting dashboarding
  34. 34. But how – system perspective! Content blocks & rules Social Publication Monitoring Marketing rules engine Survey / Behavior External data data Web Data Unique user Analytics Aggregated Business Warehouse data online usage Intelligence solutionExternal KPI & info Data Mining Deep & detailed reporting dashboarding
  35. 35. But how – system perspective! Content blocks & rules Social Publication Monitoring Marketing Other channels rules engine Survey / Behavior External data data Otherchannels Web Data Unique user Analytics Aggregated Business Warehouse data online usage Intelligence solution External KPI & info Data Mining Deep & detailed reporting dashboarding
  36. 36. But how – system perspective! Content blocks & rules Social Publication Monitoring Marketing Other channels rules engine Modeling Survey / Behavior External data data Otherchannels Web Data Unique user Analytics Aggregated Business Warehouse data online usage Intelligence solution External KPI & info Data Mining Deep & detailed reporting dashboarding
  37. 37. But how – system perspective! Content blocks & rules Social Publication engine (& AB testing) Publication Monitoring Marketing Other channels rules engine Modeling Survey / Behavior External data data Otherchannels Web Data Unique user Analytics Aggregated Business Warehouse data online usage Intelligence solution External KPI & info Data Mining Deep & detailed reporting dashboarding
  38. 38. But how – system perspective! Content blocks & rules Social Publication engine (& AB testing) Real-time Publication Content Monitoring targeting Marketing Other Identifi cation User channels rules engine Modeling Survey / Behavior External data data Otherchannels Web Data Unique user Analytics Aggregated Business Warehouse data online usage Intelligence solution External KPI & info Data Mining Deep & detailed reporting dashboarding
  39. 39. But how – system perspective! Content blocks & rules Social Publication engine (& AB testing) Real-time Publication Content Monitoring targeting Marketing Other Identifi cation User channels rules engine Advertising Server Modeling Survey / Behavior External data data Otherchannels Web Data Unique user Analytics Aggregated Business Warehouse data online usage Intelligence solution External KPI & info Data Mining Deep & detailed reporting dashboarding
  40. 40. But how – system perspective! Content blocks & rules Social Publication engine (& AB testing) Real-time Publication Content Monitoring targeting Marketing Other Identifi cation User channels rules engine User recognition Advertising & Server Ad targeting Modeling Survey / Behavior External data data Otherchannels Web Data Unique user Analytics Aggregated Business Warehouse data online usage Intelligence solution External KPI & info Data Mining Deep & detailed reporting dashboarding
  41. 41. But how – system perspective! Content blocks & rules Social Publication engine (& AB testing) External cookie profile Real-time Publication Content Monitoring info targeting Marketing Other Identifi cation User channels rules engine User recognition Advertising & Server Ad targeting Modeling Survey / Behavior External data data Otherchannels Web Data Unique user Analytics Aggregated Business Warehouse data online usage Intelligence solution External KPI & info Data Mining Deep & detailed reporting dashboarding
  42. 42. But how – departments! Content blocks & rules Social Publication engine (& AB testing) External cookie profile Real-time Publication Content Monitoring info MarCom   targeting Audience   Audience   Marketing dialogue   buying   Other Identifi cation User channels rules engine User recognition Advertising & Server Ad targeting Audience   intelligence   Modeling Behavior Survey / External data data Otherchannels Web Data Unique user Aggregated Business Controling   Analytics Warehouse data online usage Intelligence solution Audience   analy.cs   External KPI & info Data Mining Deep & detailed reporting dashboarding
  43. 43. The big 5! Data collection / tag management! Data presentation / visualization! Customer profile tooling / modeling! Content workflow! Content targeting!
  44. 44. Contact:! Ton Wesseling ! www.onlinedialogue.com! info@onlinedialogue.com! Tel: +3130 4100 170! Online conversion partner! @onlinedialogue | @tonwesseling !

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