Aligning Business Goals & ROI - Sagittarius Travel Marketing Masterclass
•Download as PPTX, PDF•
0 likes•459 views
Presentation delivered by Paul Fennemore, Digital Consultant - Sitecore at Sagittarius Travel Marketing Masterclass - 12th November 2015, Tower Bridge
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Aligning Business Goals & ROI - Sagittarius Travel Marketing Masterclass
Similar to Aligning Business Goals & ROI - Sagittarius Travel Marketing Masterclass (20)
More from Sagittarius
More from Sagittarius (20)
Recently uploaded
Recently uploaded (20)
Aligning Business Goals & ROI - Sagittarius Travel Marketing Masterclass
- 1. Customer Experience Management: Making the Business Case Paul Fennemore pfe@sitecore.net
- 2. • Uber:World’s largest taxi company owns no taxis • Facebook:Worlds most popular media company creates no content • Alibaba: One of the worlds most valuable retailers has no inventory • Airbnb:World’s largest accommodation provider, owns no properties Business Models Have Changed!
- 3. 3© Aero Icarus, 2014 The power to disrupt: How marketers are turning industries upside down www.sitecore.net/learn/resources-library/white-papers/power-to-disrupt.aspx60% increase in conversions 2 planes filled per minute
- 4. 4
- 5. 5 • How does it serve our marketing imperatives? • What does a digital marketing strategy comprise of? • What is the business case/ROI? • How much should we be investing? • What are our marketing goals? • How do we measure success? • What skills & resources do we need? BUT!
- 6. 6 Blockers • Not considered to be a boardroom mandate • Not viewed as strategic • Seen as IT projects and operational • Disparate technologies, long implementation phases and the project flounders • 90% of global marketers are not trained on how to calculate an ROI
- 7. 7 But how?
- 8. 8
- 9. 9 1. Increase market penetration with particular geographies/segments/products 2. Increase revenue from repeat business/retention 3. Increase income from augmented offerings – cross sell 4. Improve operational efficiencies: agility and cost optimisation Primary corporate objectives The situation SWOT Market Audit PLAN Digital Transformation Marcoms practices Customer Experience Agile Marketing Technology People Process Segments Personas Visitor Journeys Rules based engine Experience Management Personalised Engagement Plans Dynamic Personalisation Single Customer View Analytics Insight A/B MV Testing Simplified Editing Goals and Engagement Values Unified Platform Campaign Management Social Connect Mobile Intelligent Website emaileCommerce Web-to- Print Open API Databases FxM Attribution Optimisation Performance Omni- Channel Primary marcoms goals #Customer acquisition #Self-service levels =optimise costs #Launch product Z to segment X #Upsell & cross-sell # Engagement levels = repeat business #Increase Brand Awareness
- 10. 10 1. Increase market penetration with particular geographies/segments/products 2. Increase revenue from repeat business/retention 3. Increase income from augmented offerings – cross sell 4. Improve operational efficiencies: agility and cost optimisation Primary corporate objectives The situation SWOT Market Audit PLAN Digital Transformation Marcoms practices Customer Experience Agile Marketing Technology People Process Segments Personas Visitor Journeys Rules based engine Experience Management Personalised Engagement Plans Dynamic Personalisation Single Customer View Analytics Insight A/B MV Testing Simplified Editing Goals and Engagement Values Unified Platform Campaign Management Social Connect Mobile Intelligent Website emaileCommerce Web-to- Print Open API Databases FxM Attribution Optimisation Performance Omni- Channel Primary marcoms goals #Customer acquisition #Self-service levels =optimise costs #Launch product Z to segment X #Upsell & cross-sell # Engagement levels = repeat business #Increase Brand Awareness
- 11. 11 ** * * * * * * * * * * Discounted personal transfers. Skiing accommodation brochure: Austria. Saalbach Regular Skier - Intermediate Group Skiing, Chalets Keywords: Chalets, Austria Free ski voucher: try the latest for a day.
- 12. 12 1. Increase market penetration with particular geographies/segments/products 2. from repeat business/Increase revenue retention 3. Increase income from augmented offerings – cross sell 4. Improve operational efficiencies: agility and cost optimisation Primary corporate objectives The situation SWOT Market Audit PLAN Digital Transformation Marcoms practices Customer Experience Agile Marketing Technology People Process Segments Personas Visitor Journeys Rules based engine Experience Management Personalised Engagement Plans Dynamic Personalisation Single Customer View Analytics Insight A/B MV Testing Simplified Editing Goals and Engagement Values Unified Platform Campaign Management Social Connect Mobile Intelligent Website emaileCommerce Web-to- Print Open API Databases FxM Attribution Optimisation Performance Omni- Channel Primary marcoms goals #Customer acquisition #Self-service levels =optimise costs #Launch product Z to segment X #Upsell & cross-sell # Engagement levels = repeat business #Increase Brand Awareness
- 13. Show me the money! The Sitecore ROI Calculator
- 14. Revenue Conversions Customers Customer retention & advocacy Traffic Customer self-service Market share Market reach Brand awareness Relevancy & engagement Re-use of assets Democratisation of digital Total cost of ownership Editing time/costs Time to publish content across multiple channels CMS management time/cost Systems integration management Specialist Web skills External agency costs Time to market Call centre resources/time IT skills and costs PPC & SEO costs Translation costs The Business Case DecreaseIncrease
- 15. The Sitecore ROI Calculator
- 16. • Calculates an objective ROI/business case & builds confidence in making the investment in Sitecore with key stakeholders. • Based on the rigour of formal research by; Forrester, eConsultancy, Gartner, Annuitas Group and factual case studies. • Demonstrates revenue uplift at each of the 7 stages of the Maturity Model. • Highlights value gained from tactics: personalisation, testing, experience automation, mobile optimisation. • Factors in both capital and operating costs vs. an organisations current methods and costs. • Produces simplified ROI dashboards as well as detailed reports over 3 or 5 years periods. • . The ROI Calculator The Sitecore Customer Experience Platform
- 17. 1. Maturity level 2. Personalisation 6% - 12.% 3. Testing 1% - 6% 4. Experience automation 3%- 7% 5. Mobile optimisation 6. Multi-channel campaigns 1. Time before Sitecore platform becomes operational 2. Time/cost to execute tactics e.g. testing 3. Time/cost to optimise content for mobile devices 4. License, maintenance, xDB annual subs costs etc 5. Design, build, set-up costs 6. Data integration costs 7. Training 8. Other costs: Email cleansing, translation Factors in the ROI Calculator Efficiency /cost factors (before and after) Optimisation tactics 95% of companies who used a combination 72% increase in conversions. Source: eConsultancy, 2014 Sources: Forrester, eConsultancy, Gartner, Annuitas Group
- 18. Scenario Insurance Company • £100m revenue • £150 av. policy value • 1 million website visitors p.a • At Radiate stage (level 2) • Conversion rate 12% Factors • 6 months before effective • 25% increase in visitors byYR3 • 60% new customer retention • Advanced level = 100% reach
- 19. Consulting • Workshops •Training • Online Services Sitecore Business Optimisation Services Possibilities Strategy Business case/ROI Adoption: Xccelerate Program Driving value Sitecore Enablement Services
Editor's Notes
- During the sale period that year, easyJet transacted five sales per second, the equivalent of filling two planes per minute. For the first time the easyJet home page also shows a selection of real-time prices for flights relevant to the visitor for targeted destinations, which the airline says is a considerable technical achievement, considering the number of visitors on the site at any given time booking flights, which in turn constantly changes prices for others. The real-time pricing feature allows targeted users to click straight through into the booking section for these offered flights. EasyJet initially introduced the new personalised home page to just 1 percent of the UK traffic, testing against the standard home page, and incrementally ramping up traffic to the entire UK and Netherlands business first. EasyJet has now completed home page personalisation across all 19 easyJet regional websites, in 14 languages. James Millett, head of digital at easyJet, said, "The power of the tool has transformed the way we can change the site to react quickly to external factors. For example, during the recent wet spell we had a series of ad banners encouraging users to escape the rain - such a simple premise but very difficult to achieve quickly before we implemented Sitecore
- So some boards are planning to make investments on digital marketing but they will want the business case and answers to the questions they raise for all investments……….
- If these questions aren’t answered then your organisations will not make the informed investments that they need to be competitive.
- So firstly how do you correlate digital marketing technologies to your business and marketing objectives?
- Joining the dots, joined up thinking
- Joining the dots, joined up thinking Lets take the example of the business and marketing goal of improving increasing repeat business, how does a unified customer experience platform serve this goal……….. Define segments Map journeys Render personalised content aimed at the personas and implicit and explicit behaviour. Use analytics and gain insight to build a SCV Measure outcomes with goals and engagement values Optimise and improve through testing And do all this across all channels The result is an improvement in online self service and less burden on call centre overheads
- Getting data out! This is what we are trying to get to and it can be done. Example of getting the right data. We can build up a profile over time, harvesting information from all digital properties and where possible correlating it to off-line CRM data. If there is an exchange of value, customers will provide you with information about themselves. We can see the profile of this person and therefore engage with them accordingly. Customers’ personal circumstances are just as important as their behaviour, as one is often influenced by the other. Changes in marital status, income level, occupation, birth of children, all have an influence on customer behaviour and if a company’s SCV omits these details, then it only has a small fraction of the overall picture of its customers. Achieving this is now technically feasible and commercially viable. According to SiriusDecsiosns: for every 1% data quality improvement, marketing can generate 5--‐6% of incremental revenue. The same study indicates that 25% of an average prospect database is inaccurate, with best in class achieving 90%. So a real big opportunity to be had.
- Joining the dots, joined up thinking Lets take the example of the business and marketing goal of improving increasing repeat business, how does a unified customer experience platform serve this goal……….. Define segments Map journeys Render personalised content aimed at the personas and implicit and explicit behaviour. Use analytics and gain insight to build a SCV Measure outcomes with goals and engagement values Optimise and improve through testing And do all this across all channels The result is an improvement in online self service and less burden on call centre overheads
- But then how do we set the ROI and calculate it?
- But remember that there are many other factors that can be accounted for in the business case – so the ROI calculator, at least this version of it, is only part of the storey.