This document summarizes a presentation given by Karen Ganschow and Christian Bartens of Telstra Australia and Datalicious on gaining a 360 degree view of potential customers. It discusses measuring customer journeys across multiple channels, including direct mail, call centers, retail stores, and online/social media. It notes that customers do not see channels as unique silos and businesses should not either. The presentation provides examples of attributing offline sales to online touchpoints and measuring these cross-channel interactions through cookies, email clicks, and online order tracking. It emphasizes the importance of measurement to optimize marketing budget allocation and ROI across channels.

1. Gaining a 360 View of Your
Potential Customer:
A Cutting Edge Approach at Telstra
Karen Ganschow Christian Bartens
Executive Director Managing Director
Relationship Marketing & Online
Telstra Australia Datalicious
1

2. AGENDA
! Back to Basics of Customer Buyer Behaviour
! But it is a Multichannel world
! You can optimise that you can measure
! So lets look at customer buying journeys
! So how do you get the 360 view and analyse to
optimise
2

3. Customer Buyer
Behaviour 101
3

4. The Customer Buying Decision Journey
Applies to any channel
Need Evaluation
Browse & Purchase Service &
Research Transaction Fulfillment
Recognition Decision Support
4

5. CUSTOMERS ARE CHANNEL
SURFING WITH ABANDON!
5

6. THE NEW REALITY IS THE “CROSS-CHANNEL CONNECTED CONSUMER”
WHERE SHOPPING PROCESSES TRAVERSE MULTIPLE CHANNELS
& REPEAT VISITS IN ANY ONE CHANNEL
Need Evaluation
Browse & Purchase Service &
Research Transaction Fulfillment
Recognition Decision Support
6

7. CUSTOMERS DO NOT SEE
“CHANNELS” AS UNIQUE SILOS
SO NOR SHOULD THE BUSINESS
7

8. There are many more opportunites
where we can interact with a relevant message
TV & Press
Outbound &
Inbound
Call Centre
SMS/MMS
Message
Retail
Social Media
Direct
Mail Bill
Banners
& Letter Email/
Online
8

9. DIRECT IS THE NEW “BLACK”
MEASURE TO MANAGE
9

10. YOU CAN OPTIMISE
THAT WHICH YOU CAN ANALYSE
EASIER TO DO IF THE CUSTOMER
BEHAVED AND STAYED IN ONE
CHANNEL
10

11. THE CUSTOMER IS ESCAPING!
11

12. DIRECT MARKETING RULES
! Traditional Ability to track
– Direct Mail to Call Centre Strong
– Direct Mail to Retail Medium
– Direct Mail to Online Getting Better
12

13. HOW OF TRADITIONAL MATURE
! Traditional Ability to track
– Direct Mail to Call Centre Strong
Use of unique Call to action numbers, reliant of consultants attributing
sale to the correct number – manageable
– Direct Mail to Retail Medium
Use of vouchers – very high breakage and sales unable to be attributed
– Direct Mail to Online getting Better
Use of personal URL is growing in effectiveness and supports
customers at all hours of the day
13

14. DIRECT MARKETING RULES
! Traditional Ability to track
– Direct Mail to Call Centre Strong
– Direct Mail to Retail Medium
– Direct Mail to Online Getting Better
! Emerging
– Edm to Call centre and Online Stong
– Online to Online Strong
– Online to Call Centre Strong
– Online to Retail ???
– Online to Online to Online ???
14

15. HOW OF EMERGING ?
! Emerging
– Edm to Call centre and Online Strong
– Use of click through or unique Call to action numbers is fairly
robust
– Online to Online Strong
– Follow the customer path from search to sale is matruing
– Search Online to Call Centre Strong
– Use of unique Call to Action numbers is very effective
15

16. NOW HOW ? – NEEDED HELP
! Emerging
– Online to Retail ????
– Online to Online to Online retargeting ????
– Online Social Media into anywhere ????
16

17. How
to
measure
online
impact
on
retail
sales?

18. Why
measure
at
all?
Op6mise
budget
alloca6on
and
maximise
long-­‐term
ROI
of
media
investments
June 2010 © Datalicious Pty Ltd 18

19. [
Media
aBribu6on
models
]
SEO
Sale
Last
channel
Banner
SEM
$1000
$1000
gets
all
credit
Banner
Sale
First
channel
SEM
Email
$1000
$1000
gets
all
credit
SEM
Banner
Affiliate
Sale
All
channels
get
$1000
$1000
$1000
$1000
equal
credits
TV,
Print
Affiliate
SEM
Sale
All
channels
get
$500
$200
$300
$1000
custom
credits
July 2010 © Datalicious Pty Ltd 19

20. [
Quick
research
review
]
§ “86%
of
Internet
users
said
they
some5mes
or
o6en
browse
online
and
then
buy
in
retail
stores”
– Digital
Future
Report,
USC
Annenberg
School,
2008
§ “57%
of
in-­‐store
computer
purchasers
researched
their
purchase
online”
– Purchasing
Process
Study,
Google
&
comScore,
2007
§ “11%
of
offline
sales
are
influenced
by
online
touch
points
in
the
telecommunica5ons
sector”
– European
Customer
Touch
Point
Survey,
McKinsey,
July 2010
2008
© Datalicious Pty Ltd 20

21. [
Example:
Poten6al
$$$
impact
]
§ 1,000
new
Telstra
customers
per
month
§ 80%
of
sales
happen
offline
=
800
sales
§ 10%
of
sales
influenced
by
online
=
80
sales
§ $1,000
average
sale
value
of
new
contract
§ $80,000
offline
sale
value
influenced
by
online
§ $960,000
influenced
retail
sale
value
per
year
§ 40%
increase
in
“online”
sales
value
per
year
How
would
this
impact
your
budget
alloca6on?
Please
note:
Above
figures
are
examples
only
July 2010 © Datalicious Pty Ltd 21

22. [
How
to
measure
offline
sales
online
]
Adver6sing
Phone
Credit
check,
campaign
order
fulfilment
Retail
Confirma6on
order
email
Website
Online
Online
order
Virtual
order
research
order
confirma6on
confirma6on
Cookie
July 2010 © Datalicious Pty Ltd 22

23. [
Alterna6ve
trigger
points
]
§ First
online
login
aXer
offline
purchase
§ First
email
newsleYer
click-­‐through
§ First
order
status
check
online
§ Etc
Integrate
analy6cs
into
exis6ng
processes
July 2010 © Datalicious Pty Ltd 23

24. “What is more dangerous
is not to evolve”
Jeff Bezos – CEO and
Founder of Amazon.com
24

25. Thanks
Questions?
linkedin.com/in/karenganschow linkedin.com/in/cbartens
cbartens@datalicious.com
twitter.com/kegans
twitter.com/datalicious
blog.datalicious.com
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