Here are some ways customer analytics can help address these scenarios:
1. For fixed line customers likely to lapse, analyze tenure, spend patterns, complaints to identify at-risk customers. Offer bundles, discounts or loyalty programs tailored to their profile to boost retention.
2. For IPTV customers, analyze content viewing behavior, device usage to segment by engagement levels. Offer recommendations, content/device deals, rewards based on their interests to deepen engagement.
3. For broadband users likely to churn, examine usage trends, speed, complaints. Identify pain-points and address them proactively. Analyze usage to see who can be upsold higher speeds/plans. Offer trials/discounts on related services like streaming.
Capillary enables retail marketers to easily and quickly manage their customer data, gain insights and personalize interactions across multiple channels, driving a significant increase in sales and loyalty.
Ecommerce and Digital Marketing PersonalizationFabiana Pereira
- Setup required for personalized communication and customer-centric insights
- Core ecommerce governance
- Core ecommerce functions
- Digital marketing initiatives and KPIs
- Suggested initiatives per target goal
- Personalization use cases
- Top automated behavior-driven digital marketing paths
- Top customer segmentations
- Segmentation uses by channel
- Data required for personalization
- Customer 360 data warehouse specifications
- Start and target tech environment
Design for Customer Engagement: Digital Marketing StrategyTechedge Group
Episode one of a seven episode podcast series on Design for Customer Engagement. Starting from business objectives, the series focuses on identifying all of the relevant technological components that seamlessly integrate with one another, in order to assist companies in developing an End-to-End Digital Marketing landscape that suits their business strategy. Listen to the full podcast at: http://www.techedgegroup.com/podcast/engaged-by-design/digital-marketing-strategy
How to thrive in the age of the customer!
Age of the customer — a 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
Digital transformation has been around for a while now but what it takes to be successful at it continues to change at pace. Here we look at the latest trends and how businesses are implementing them in real-world examples.
Adobe Visitor Insights – How Adobe Used Its Experience Platform to Create Beh...Adobe
Adobe Visitor Insights takes behavioral data and turns it into real-time actions for its Digital Experience sales team. Read the whitepaper to learn how Adobe used it’s already-collected data and Experience Platform to create robust behavioral signals that have led to increased pipeline, new opportunities, and targeted conversations.
Capillary enables retail marketers to easily and quickly manage their customer data, gain insights and personalize interactions across multiple channels, driving a significant increase in sales and loyalty.
Ecommerce and Digital Marketing PersonalizationFabiana Pereira
- Setup required for personalized communication and customer-centric insights
- Core ecommerce governance
- Core ecommerce functions
- Digital marketing initiatives and KPIs
- Suggested initiatives per target goal
- Personalization use cases
- Top automated behavior-driven digital marketing paths
- Top customer segmentations
- Segmentation uses by channel
- Data required for personalization
- Customer 360 data warehouse specifications
- Start and target tech environment
Design for Customer Engagement: Digital Marketing StrategyTechedge Group
Episode one of a seven episode podcast series on Design for Customer Engagement. Starting from business objectives, the series focuses on identifying all of the relevant technological components that seamlessly integrate with one another, in order to assist companies in developing an End-to-End Digital Marketing landscape that suits their business strategy. Listen to the full podcast at: http://www.techedgegroup.com/podcast/engaged-by-design/digital-marketing-strategy
How to thrive in the age of the customer!
Age of the customer — a 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
Digital transformation has been around for a while now but what it takes to be successful at it continues to change at pace. Here we look at the latest trends and how businesses are implementing them in real-world examples.
Adobe Visitor Insights – How Adobe Used Its Experience Platform to Create Beh...Adobe
Adobe Visitor Insights takes behavioral data and turns it into real-time actions for its Digital Experience sales team. Read the whitepaper to learn how Adobe used it’s already-collected data and Experience Platform to create robust behavioral signals that have led to increased pipeline, new opportunities, and targeted conversations.
As we look ahead to 2014, we expect the pace of change in marketing to only continue to accelerate. It seems like you can’t leave your desk these days to grab a cup of coffee without coming back to another change–a new marketing software entrant, an acquisition announcement, a major shift in consumer behavior, or an advance in marketing analytics. However, there are a few broader trends and patterns that have emerged. Here are 5 trends we believe will continue to have a significant impact on digital marketing in the new year.
Smash the Data Silos: Use Marketo to Create A Single Source Of Customer TruthGary DeAsi
As marketing leaders attempt to lead their company in the engagement economy, the lack of a shared, unified view of the customer and their journeys due to siloed data, tools, and teams is the #1 reason they fail. How can you use Marketo to wrangle all your systems and point solutions to create a single source of customer truth? In this session from the Marketo Marketing Nation Summit 2018, we will look at the bottlenecks and disconnects that block customer insight and go through a methodology for overcoming them.
Learn how to:
-Break down silos by modeling, tagging, and schematizing Marketo and cross-platform data to create a single source of truth
-Turbocharge your Marketo touchpoint, program, and channel reporting with a journey-based analytic framework that illuminates the entire customer lifecycle across platforms.
-Leverage data to uncover high impact opportunities and obstacles in the path-to-purchase and path-to-advocacy.
-Transform a fragmented tangle of touchpoints, programs, channels, and platforms into a unified story and learn how to use the data fearlessly to achieve new levels of customer engagement.
Presenters:
-Courtney Grimes, MarTech Solutions Engineer, DemandLab
-Eric Hollebone, Chief Marketing Technologist, DemandLab
-Gary DeAsi, Director of Demand Generation Pointillist
Win more customers with an integrated marketing communications strategySmart Insights
Smart Insights’ Co-Founder, Dr Dave Chaffey, joins Julie Bordato of Salesforce for an in-depth look at how to win more customers with an integrated marketing communications and automation strategy.
On this webinar, you will learn from:
- Our mindtools to help you review your current approach.
- Automation examples, from simple to more advanced.
- A Q&A explaining where to start and how to optimize for better results.
Marketing Analytics: Building a Reporting Format You Can OwnChris Sietsema
Marketers habitually spend valuable time on drafting, designing, developing, refining and presenting marketing reports and dashboards. How can you make sure that you are telling a meaningful story and that the audience for your reports see value in your measurement efforts? Here we discuss how to build a solid foundation for reporting accuracy, efficiency and substance.
Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016Gary DeAsi
Content is the fuel to your digital marketing engine – but if the content you are producing is not aligned to address the specific needs, questions, and barriers of buyers at different stages of the customer journey, you may be spinning your wheels and losing ROI. Too many companies create and distribute the content they think customers want to read without really investing the time or resources to truly understand the varying needs of their audience, or how those needs can change throughout their relationship with your business. Taking a customer journey-centric approach to content strategy means engaging the right buyers with the right content, at the right time— adding more qualified leads to your funnel, and ensuring that more loyal customer advocates come out the bottom. During this session, we will discuss:
• Understanding your customer journey: Adopting a buying stages model, and key factors to consider based upon characteristics your business, target customers and market landscape
• Planning with the customer journey in mind: Utilizing customer journey knowledge to develop monthly and quarterly content plans to overcome key business challenges and goals at different stages of the funnel
• Mapping content distribution to the customer journey: Aligning multi-channel content distribution initiatives with your content strategy to maximize impact and engage your audience across customer journey stages
Industry Boot Camp
November 8-9, 2010
Hyatt Regency Resort & Spa // Huntington Beach, Calif.
It’s crucial to have a marketing plan for your e-commerce website that drives results. This seminar will expand on the necessity of a well-designed, innovative site, and how to properly market it through a hands-on approach of planning, analysis, and optimization. Learn the art of SEO and PPC tactics and how to expand your brand and increase your sales on the web.
How big data and psychographics are changing B2B marketing - Richard RobinsonB2B Marketing Forum
The impact of data-driven marketing has never been in sharper focus. But what does this really mean for B2B marketers?
Richard will share how the combination of data analytics, behavioural science and micro-targeting is transforming the way that organisations are engaging with customers and prospects. Enabling businesses to be more customer-centric and bringing the panacea of the ‘right message to the right person at the right time’ within reach.
Top tips for driving leads and optimising conversions in 2020Smart Insights
Do you struggle to get customers to your site? Are you unsure where you should focus your time and resource when people actually start engaging with your content? Confused about where you should be collecting data and how to showcase success to your stakeholders?
Join Phil McGuin, Demand Generation Director and Will Garbutt, CRO and UX Manager from digital agency Stickyeyes as they show you how to maximise your end-to-end customer journey to create an amazing user experience that converts prospects and drives commercial success.
With experience in both B2B and B2C markets across a range of industries, they’ll draw on real-world case studies to show you:
- How you can engage customers with your website and proposition;
- The importance of acquisition mapping and capturing the right customer information;
- How to navigate your customers through their lifecycle stages to encourage conversion and advocacy; and
- Examples of the tools you can use and the data you should be collecting to measure and optimise success.
2019 Global Shopper Expectation: How Calvin Klein & Showpo are winning in new...National Retail Federation
Presentation from NRF 2019 Retail's Big Show
Bernardine Wu, Founder & CEO, Fit for Commerce
Cynthia Hollen, President USA, eshopworld
Janelle Spatz, Director of Operations, Ecommerce
Jane Lu, CEO & Founder, Showpo
Marketing automation is a software/technology that streamlines, automates, and measures marketing tasks and workflows so that companies can increase their operational efficiency and grow revenue faster. In other words, companies don’t employ marketing automation to automate their marketing. They utilise it to increase revenue quickly, generate high-quality sales-ready leads, measure, and prove marketing Return on Investment (ROI). However, while a handful of companies achieve amazing ROI from marketing automation, others achieve modest gains, and even a few fail to get any value at all.
3 ways you're wasting your biddable media budget... and how to fix it!Smart Insights
How to maximize the returns from your biddable media budget
There are more opportunities to buy media than ever before but, do you know exactly where you’re spending your budget, what you’re spending it on and how to optimise your campaigns to get the best returns?
In this webinar, Sarah Barker, Head of Biddable Media at digital marketing agency Stickyeyes will take you through the three most common mistakes brands make when investing in biddable media and importantly…how to fix them.
You will learn:
- The minefield of marketing metrics and how you can use data to understand your audience
- Cross-channel cannibalisation and the danger of a silo-mentality
- Why last-click attribution isn’t the answer
- Risk-taking – why it’s not just for James Bond!
Consideration and implementation of a successful marketing automation strategy presented by Andrew Wilson, Freelance Digital Marketing Automation & Project Manager
A day in the life of a modern seller webinarDemandbase
B2B selling is just plain harder today. So how do you break through the noise and differentiate yourself?
Modern B2B buyers want to be treated as partners, not targets. Effective sellers need to be informed sellers. Knowledge is the currency of sellers today. Watch this on-demand webinar to learn how you can sell smarter, close faster and crush your sales quota.
Learn the fundamentals of marketing analytics. This deck covers the essential analytics for a website, including common KPIs and sample UTM parameters for Google Analytics. Slides from Intelligent.ly class, Marketing Analytics 101, led by Sarah Hodges. This deck reviews:
Email Marketing Metrics
Paid Search Metrics
Social Media / Media Metrics
...and more!
The Roles of Analytics in Digital MarketingT.S. Lim
Presentation at the 4th Indonesian Statistical Analysis Conference (ISAC) 2018, held on Thursday, November 8, 2018 at the Parahyangan Catholic University Graduate School.
Location Infused Insights for Effective Customer RelationshipsIBM
"You are what you like" is a key pattern that provides powerful insights with the help of customer analytics. Using these insights to establish and grow profitable customer relationships can be exponentially higher when using the power of physical location data along with digital and transactional sources. Enticing customers to share their location is only the start for such a marketing initiative. Powerful analytics on data from outside and inside the store activity along with other digital and transactional information, can allow for much richer and actionable marketing campaigns which can be delivered interactively or through traditional marketing efforts. Learn how leading retailers across the globe are quickly discovering the power of location data and are refining their marketing strategy based on such insights in order to drive business growth.
As we look ahead to 2014, we expect the pace of change in marketing to only continue to accelerate. It seems like you can’t leave your desk these days to grab a cup of coffee without coming back to another change–a new marketing software entrant, an acquisition announcement, a major shift in consumer behavior, or an advance in marketing analytics. However, there are a few broader trends and patterns that have emerged. Here are 5 trends we believe will continue to have a significant impact on digital marketing in the new year.
Smash the Data Silos: Use Marketo to Create A Single Source Of Customer TruthGary DeAsi
As marketing leaders attempt to lead their company in the engagement economy, the lack of a shared, unified view of the customer and their journeys due to siloed data, tools, and teams is the #1 reason they fail. How can you use Marketo to wrangle all your systems and point solutions to create a single source of customer truth? In this session from the Marketo Marketing Nation Summit 2018, we will look at the bottlenecks and disconnects that block customer insight and go through a methodology for overcoming them.
Learn how to:
-Break down silos by modeling, tagging, and schematizing Marketo and cross-platform data to create a single source of truth
-Turbocharge your Marketo touchpoint, program, and channel reporting with a journey-based analytic framework that illuminates the entire customer lifecycle across platforms.
-Leverage data to uncover high impact opportunities and obstacles in the path-to-purchase and path-to-advocacy.
-Transform a fragmented tangle of touchpoints, programs, channels, and platforms into a unified story and learn how to use the data fearlessly to achieve new levels of customer engagement.
Presenters:
-Courtney Grimes, MarTech Solutions Engineer, DemandLab
-Eric Hollebone, Chief Marketing Technologist, DemandLab
-Gary DeAsi, Director of Demand Generation Pointillist
Win more customers with an integrated marketing communications strategySmart Insights
Smart Insights’ Co-Founder, Dr Dave Chaffey, joins Julie Bordato of Salesforce for an in-depth look at how to win more customers with an integrated marketing communications and automation strategy.
On this webinar, you will learn from:
- Our mindtools to help you review your current approach.
- Automation examples, from simple to more advanced.
- A Q&A explaining where to start and how to optimize for better results.
Marketing Analytics: Building a Reporting Format You Can OwnChris Sietsema
Marketers habitually spend valuable time on drafting, designing, developing, refining and presenting marketing reports and dashboards. How can you make sure that you are telling a meaningful story and that the audience for your reports see value in your measurement efforts? Here we discuss how to build a solid foundation for reporting accuracy, efficiency and substance.
Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016Gary DeAsi
Content is the fuel to your digital marketing engine – but if the content you are producing is not aligned to address the specific needs, questions, and barriers of buyers at different stages of the customer journey, you may be spinning your wheels and losing ROI. Too many companies create and distribute the content they think customers want to read without really investing the time or resources to truly understand the varying needs of their audience, or how those needs can change throughout their relationship with your business. Taking a customer journey-centric approach to content strategy means engaging the right buyers with the right content, at the right time— adding more qualified leads to your funnel, and ensuring that more loyal customer advocates come out the bottom. During this session, we will discuss:
• Understanding your customer journey: Adopting a buying stages model, and key factors to consider based upon characteristics your business, target customers and market landscape
• Planning with the customer journey in mind: Utilizing customer journey knowledge to develop monthly and quarterly content plans to overcome key business challenges and goals at different stages of the funnel
• Mapping content distribution to the customer journey: Aligning multi-channel content distribution initiatives with your content strategy to maximize impact and engage your audience across customer journey stages
Industry Boot Camp
November 8-9, 2010
Hyatt Regency Resort & Spa // Huntington Beach, Calif.
It’s crucial to have a marketing plan for your e-commerce website that drives results. This seminar will expand on the necessity of a well-designed, innovative site, and how to properly market it through a hands-on approach of planning, analysis, and optimization. Learn the art of SEO and PPC tactics and how to expand your brand and increase your sales on the web.
How big data and psychographics are changing B2B marketing - Richard RobinsonB2B Marketing Forum
The impact of data-driven marketing has never been in sharper focus. But what does this really mean for B2B marketers?
Richard will share how the combination of data analytics, behavioural science and micro-targeting is transforming the way that organisations are engaging with customers and prospects. Enabling businesses to be more customer-centric and bringing the panacea of the ‘right message to the right person at the right time’ within reach.
Top tips for driving leads and optimising conversions in 2020Smart Insights
Do you struggle to get customers to your site? Are you unsure where you should focus your time and resource when people actually start engaging with your content? Confused about where you should be collecting data and how to showcase success to your stakeholders?
Join Phil McGuin, Demand Generation Director and Will Garbutt, CRO and UX Manager from digital agency Stickyeyes as they show you how to maximise your end-to-end customer journey to create an amazing user experience that converts prospects and drives commercial success.
With experience in both B2B and B2C markets across a range of industries, they’ll draw on real-world case studies to show you:
- How you can engage customers with your website and proposition;
- The importance of acquisition mapping and capturing the right customer information;
- How to navigate your customers through their lifecycle stages to encourage conversion and advocacy; and
- Examples of the tools you can use and the data you should be collecting to measure and optimise success.
2019 Global Shopper Expectation: How Calvin Klein & Showpo are winning in new...National Retail Federation
Presentation from NRF 2019 Retail's Big Show
Bernardine Wu, Founder & CEO, Fit for Commerce
Cynthia Hollen, President USA, eshopworld
Janelle Spatz, Director of Operations, Ecommerce
Jane Lu, CEO & Founder, Showpo
Marketing automation is a software/technology that streamlines, automates, and measures marketing tasks and workflows so that companies can increase their operational efficiency and grow revenue faster. In other words, companies don’t employ marketing automation to automate their marketing. They utilise it to increase revenue quickly, generate high-quality sales-ready leads, measure, and prove marketing Return on Investment (ROI). However, while a handful of companies achieve amazing ROI from marketing automation, others achieve modest gains, and even a few fail to get any value at all.
3 ways you're wasting your biddable media budget... and how to fix it!Smart Insights
How to maximize the returns from your biddable media budget
There are more opportunities to buy media than ever before but, do you know exactly where you’re spending your budget, what you’re spending it on and how to optimise your campaigns to get the best returns?
In this webinar, Sarah Barker, Head of Biddable Media at digital marketing agency Stickyeyes will take you through the three most common mistakes brands make when investing in biddable media and importantly…how to fix them.
You will learn:
- The minefield of marketing metrics and how you can use data to understand your audience
- Cross-channel cannibalisation and the danger of a silo-mentality
- Why last-click attribution isn’t the answer
- Risk-taking – why it’s not just for James Bond!
Consideration and implementation of a successful marketing automation strategy presented by Andrew Wilson, Freelance Digital Marketing Automation & Project Manager
A day in the life of a modern seller webinarDemandbase
B2B selling is just plain harder today. So how do you break through the noise and differentiate yourself?
Modern B2B buyers want to be treated as partners, not targets. Effective sellers need to be informed sellers. Knowledge is the currency of sellers today. Watch this on-demand webinar to learn how you can sell smarter, close faster and crush your sales quota.
Learn the fundamentals of marketing analytics. This deck covers the essential analytics for a website, including common KPIs and sample UTM parameters for Google Analytics. Slides from Intelligent.ly class, Marketing Analytics 101, led by Sarah Hodges. This deck reviews:
Email Marketing Metrics
Paid Search Metrics
Social Media / Media Metrics
...and more!
The Roles of Analytics in Digital MarketingT.S. Lim
Presentation at the 4th Indonesian Statistical Analysis Conference (ISAC) 2018, held on Thursday, November 8, 2018 at the Parahyangan Catholic University Graduate School.
Location Infused Insights for Effective Customer RelationshipsIBM
"You are what you like" is a key pattern that provides powerful insights with the help of customer analytics. Using these insights to establish and grow profitable customer relationships can be exponentially higher when using the power of physical location data along with digital and transactional sources. Enticing customers to share their location is only the start for such a marketing initiative. Powerful analytics on data from outside and inside the store activity along with other digital and transactional information, can allow for much richer and actionable marketing campaigns which can be delivered interactively or through traditional marketing efforts. Learn how leading retailers across the globe are quickly discovering the power of location data and are refining their marketing strategy based on such insights in order to drive business growth.
Case study shows how a restaurant chain rediscovered its purpose. By engaging in "voice-of-the customer" analytics, this restaurant was able to identify why their volume was declining and what they needed to do to rectify some shortcomings in their product offering. VOC Analytics uses a proprietary approach for converting textual brand reviews on social media into predictive metrics.
How to Unlock the ROI of Your Marketing AnalyticsClearPivot
Profit-making businesses expect to grow over time — grow sales and grow in value. Companies that fail to grow are at risk of losing out to the competition, and eventually going under.
Marketing represents the engine of business growth.
Businesses have always needed to accurately identify their niche, develop a strong marketing plan that focus on the target group, and deliver an effective message. Now, they must also develop a keen focus in tracking marketing metrics. Why? Because many businesses spend significant money on their marketing efforts, but then experience disappointment because of poor results.
Smart businesses understand how to utilize analytics to align limited resources with the most effective marketing initiatives to get the most bang for their buck.
Learn how to identify key events — on-site and off-site initiatives — that are critical to filling your sales pipeline.
Mining Google Analytics for Marketing InsightsKash Dhanda
Google Analytics is used by tens of millions of businesses to improve marketing decisions with data. This presentation explains how to properly set up an account, use the most powerful features, and generate marketing insights.
By watching this presentation, you'll learn:
* Example goals for Branding, Content Marketing, and Lead Generation websites
* Recommended segments any business can use to gain insights on specific members of their audience
* Intelligence events to keep you on top of your website data
* Common setup errors in Google Analytics
* Questions to ask your data, along with step-by-step images detailing how to find the answers
* Analysis best practices
Other topics covered include:
* Why you should use Google Analytics
* What you can do with Google Analytics
* Questions to help determine your web objectives and example objectives which might apply to your business
* Step-by-step instructions to set up goals, segments, and intelligence alerts
* How to quantify the results of your marketing efforts by using financial values
* Tagging tracking URLs for better campaign tracking
Presented by Kash Dhanda, President of Ezra Digital, at the invitation of the SMPS at their #theAECsofMarketing event.
In today’s Smarter Consumer and their use of technology (internet, mobile, and social) all industries are struggling to better serve and be more relevant to their customers and potential customers. When done well, businesses can 1) Improve loyalty and grow ‘share of wallet’, 2), True differentiation and competitive advantage as consumer’s ‘trusted advisor', 3) Margin improvement through optimized marketing spend, inventory, labor, etc., 4) Real intelligence vs. ‘paid for search positioning’ like Google
PROVE YOUR ROI: MAKE SMARTER MARKETING DECISIONS BY TRACKING MARKETING ANALYT...HubSpot
Data, data everywhere and not an ounce of insight? Where do you even begin? What marketing analytics are important to measure, and how can you improve them over time? This session will walk you through the different analytics tools in HubSpot including the Sources Report, Contacts Report, and Companies Report and teach you how to interpret the data to make smarter marketing investments.
Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketi...Datalicious
Christian Bartens delivered a presentation on Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketing Effectiveness to an enrapt audience at the Marcus Evans Path to Purchase conference in Shanghai.
Marketing ROI Measurement & Case Study for TelecomMichael Wolfe
Wireless Telecom is a complex category, with multiple ad messaging from ads for cellphones, cellphone plans and branded messages claiming network superiority. This is an actual case study that sorts all of this out and illustrates the power of marketing measurement and ROI assessment
Learn how to better leverage data to help identify and engage your valuable shoppers in this webinar brought to you by Retail TouchPoints and IXI Services
#RetailNirvana
Online Test, Target and Measurement
The pressure to deliver results and show ROI for all marketing spend is further complicated by market pace changes and economic climate. Learn how to find the optimal mix of ideas, and do it faster to increase ROI on marketing spend and provide relevant content and interactions to target audiences through the different channels including web, email, and mail.
* Nancy Shaver, Consulting Principal, Experian Marketing Services
2014 Customer Loyalty ASEAN Conference: Loyalty PrimeJim D Griffin
Kunal Mohiuddin presents an elegant three-step approach for building a future-ready loyalty program capability. Kunal has more than fifteen years in design and execution of loyalty programs and solutions. Based in India, he has been the architect of numerous enterprise-scale programs, located in over 85 countries and powering over 65 brands. Lassu (lassuloyalty.com) is the ASEAN distributor and reseller of Loyalty Prime – a complete enterprise-class loyalty platform that offers full CRM and loyalty management, and excellent integration to backend systems, like POS, reservations, and ERP. With the Loyalty Prime platform, marketers can easily segment their customers, and then build engagement using social, mobile, website, email, SMS and marketing campaign automation.
Customer Analytics Strategy and ApplicationSameer Khan
The commerce landscape has changed drastically since 2003. And, since the Internet gave birth to e-commerce sites and social media, now more than ever, customers expect businesses to go the extra mile to maintain their preferences. With competitors just a click away, understanding customer behavior and improving customer experience has never been more critical. Reducing customer struggle is no easy feat, especially because each customer faces a deluge of different decisions
on a multitude of platforms.
Leveraging Location Data to Build Consumer ProfilesPrecisely
Location can tell you much more than where somebody is. Analyzing a person’s location also delivers insights into who they are, what they like, and how they spend their time and money. Unlocking that level of detail requires accurate geographic data – and lots of it.
View this on-demand webinar as we discuss and demonstrate how points of interest (POIs) and mobile trace data can be combined to generate actionable insights for B2C marketers and ad agencies.
You will learn how to:
• Leverage location data and POIs to build consumer profiles, create audience segments, and inform ad deployment
• Use mobile trace data and POIs to measure how many consumers were exposed to a specific ad and then subsequently visited to the associated POI
• Analyze location history to build brand affinity and propensity profiles
How to Improve Customer Experience with Multi-Channel MarketingTakeVivek Srivastava
Understand the needs, wants, and preferences of your target audience . Track customer behaviour, patterns, and adapt to accommodate shifts #webinar with @leadsquared #marketingautomation www.upturnc.com
How to Improve Customer Loyalty in RetailMarketBridge
We all know that shoppers prefer a personalized experience based on their historical interactions with a Retailer (skeptical? 85% of shoppers say they want that!). So why do we fall short of delighting them with the experiences they're asking for? Get real strategies for gaining true customer loyalty
Delivering end-to-end Customer ExperienceBoon Teck Ng
The most important reason why Customer Experience is important during this Experience Economy is it is the means to connect with your customers the way you feel about your brands
Voice of the customer - delivering customer centricityTransformUK
Andy Wilkins at Transform was asked to deliver a keynote presentation at 2014 International Customer Experience Summit run by KP Morgan, to discuss the urgent need for a more ambitious and transformational approach to CX if maturing industries are to escape from the clutches of commoditisation and high customer churn.
European executives from the retail banking and telecoms sectors came together to share their experiences, reflect on the CX journey so far and discuss future challenges and opportunities.
Discover the importance of moving from data visualization to more actionable insights that can help you engage your customers in new ways and offer more compelling products and services in order to strengthen your relationship with your customers.
With increased competition across multiple channels, small to mid-sized retailers now more than ever must optimize every sale. Leveraging the right POS system can help retailers create distinct customer profiles with unique buyer preferences to increase sales and enable better customer service.
In this webinar, Clare Price, vice president, Research at Demand Metric, and Stephen Pappas, senior vice president, North America at Panviva, will explain how to create competitive advantage and generate revenue by seeing the contact center in a new way.
Personalize Customer Engagements Through Smarter Analytics & Marketing
1. Intelligent Customer Engagement™ Suite
Personalising Customer
Engagements through Smarter
Analytics & Marketing
Presenter Name: Anant Choubey and Aurelia Leopold
Date: 20th June, 2014
Right Channel, Right Message. Right Now
2. Company background
• Capillary enables retail marketers and service providers to easily and
quickly manage their customer data, gain insights and personalize
interactions across multiple channels, driving a significant increase in
sales and loyalty
• Cradle-to-grave solution for the entire customer engagement life
cycle
⁻ Customer data capture & management (mobile, social media, online and in
store)
⁻ Deep customer insights served through intuitive interfaces & dashboards
⁻ Personalized customer interactions through powerful big data & analytics
⁻ Integrates with typical retail, payment & marketing solutions
⁻ Integrated platform that’s intuitive, flexible & quickly deployed
• Worldwide leader in cloud-based Customer Engagement Management
solutions
⁻ Customers: 150+ top brands
⁻ Representing 10,000 locations
⁻ Who reach 100M shoppers
• Headquartered in Singapore with 350+ employees globally
• Funded by Sequoia Capital, Norwest Venture Partners, Qualcomm
Ventures and American Express Ventures
Private and Confidential 6/20/2014
4. Awards and Recognitions
Capillary Was Recognized As
• Loyalty & CRM agency of the year
• Consumer Engagement Agency of the year
• Named as a Gartner Cool Vendor
• Named by WEF as a scalable, high growth business
• Named by HBR as leaders in Reverse Innovation in Product Technology
• Named by Forbes as one of 12 hidden gems
• Named by Fortune as 40 under 40 business leader’s venture
• Named by Inc. as one of Top 100 Innovators in product and technology
Our Clients Won
• Best CRM Strategy
• Best Use of Consumer Insights/Analytics
• Best Use of Loyalty Related Technology
• Excellence in Loyalty Marketing
• Excellence in Consumer Insights/Market research
• Excellence in Data-Driven Marketing
• CRM Program of the Year
• Best use of Incentives and Rewards
• Best Direct Response Campaign
• Best Location-based Marketing
• Customer insight project of the year
Private and Confidential 6/20/2014
5. Our solutions are purpose built for retail omni-
channel consumer engagement
Private and Confidential 6/20/2014
7. Private and Confidential 6/20/2014
Connected Consumers Hold the Power
Consumer at
the Heart
Consumer are
the decision
makers
This means higher
ROI for you
8. Private and Confidential 6/20/2014
Times Have Changed
Click
Before Today
Buy
Enjoy!
Sign Up
Showrooming
Informed
Social Media
Recommendations from
friends
Knows the best price
Shares experiences
instantly
Shopping
24X7
Exceptional
services
Wants relevant
offers
Present at
all channels
And More!
Customers took the effort to
connect with the brand
Brand has the responsibility to
connect with the customer
Social Media
Social Media
Social Media
Social sfb
Social sfb
Very fussy
Very fussy
Very fussy
Very fussy
Very fussy
Very fussy
Very fussy
Very fussy
Very fussy
9. Private and Confidential 6/20/2014
The Customer – Service Provider Disconnect
Best
Products
Best
Prices
Available
24X7
More
Options
Right
Channel
Right
Offers
Get More
Fans
Get More
Followers
Offline +
Online
Higher
ROI
Latest
Technology
Higher
registrations
Beat
Competition
Get More
Loyalty
11. Private and Confidential 6/20/2014
Where do You Stand?
Henry
• Male, 28 – 32 yrs
• Data packages
• Post-paid customer
• Preferences
•4G
•At least 1GB per month
•Frequent traveler; ideal
for roaming plans
• Discount Seeker: No
• Preferred Channel for
Transaction: Online
• #non customer family members: 3
• Average Billing: $350
• Segment: New services lover
How many of you know your customers so well?
How many of you can use all of this information to market better?
How many of you can do this at realtime and at any channel?
12. Private and Confidential 6/20/2014
Before
Your Customer You
Engaging Customers = Difficult Task
Customers took the effort to
connect with the brand
13. Private and Confidential 6/20/2014
Your Customer You
Engaging Customers = Difficult Task
Now
Brand has the responsibility to
connect with the customer
14. Customers willingly provide these data in one way or the other
giving retailers the chance to engage better with them
Customers are leaving data behind –
Retailers need to make most of it
Private and Confidential
8/11/201
4
13
15. Data
Insights
Engagement
Communication
POS
Online Order
Call Centres
Spend behaviour
Time of
Purchase
Typical Items
orderedDiscounts
Points
Rewards
Offers/Combos
Email
Mobile
Apps
Social Media
In- store
The Circle to Create Richer Insights, Richer Experiences
Private and Confidential
8/11/201
4
14
17. Customer Centric Intelligence – The Key to Retail Growth
Gather Data – Both
instore and online
Segment in accordance to
various characteristics
Microsegment to arrive at
unique customer profiles
Analyze past behaviour,
preferences, likes etc to
predict next steps
Interact with customer
with the right message at
the right time
Respond to their actions
at realtime
More sales from
campaigns
Gather feedback Deliver improved
experiences
6/20/2014Private & Confidential
18. Big Data Analytics to Create Richer Insights, Richer Experiences
•PoS
•Associates
Offline Data
•Email
•Messages
•Apps
•Demographics
•Service Centers
•Satisfaction Levels
Additional Data
Predict
Headroom
Finding
Preferences
Understanding
Triggers
How much do customers spend
in the industry?
How much do customers spend
in a shopping trip?
What items in a typical basket
does a customer not buy at DJ?
What do similar customers
buy?
What does this customer
usually buy?
When is a customer most likely
to respond to an offer?
What kind of offers work better
at POS vs. offline?
Insights
•Ecommerce
•Social Media
Interactions
Online Data
Big Data
Analytics
6/20/2014Private & Confidential
19. Customer Segmentation – The stepping stones of personalization
Identifying separate clusters of similar-behaving customers based on their behavioral and
transactional data
23 Customized campaign for
customer based on their model
scores
1
Targeted promotions
and campaigns
deliver higher ROI
and ensure
maximum customer
participation
20. Customer Lifetime Value to discover your top target customers
CLV: Total net income that can be obtained from the customer during their time in the
system
a) Effective products –
Discounted price plans – Up
selling
Enhance Value
a) High-end services with
waivers cross-selling
Ensure
Satisfaction
a) Retention campaigns
b) Customized offers
Enhance Loyalty
a) Collection of
outstanding bills
b) Control on cost drivers
Enhance Profit
HIGH
LOW
LOW HIGH
Likelihood of Stay
CLV
Nurture Maintain
Retain
21. User Story: Personalized customer engagement
Segment Potential
(Customer)
Recommendation
Target Group 1
21K
Next logical service
(3 way concall)
Target Group 2
22K
Next logical service
(3 way concall/voice station)
Target Group 3
45K
Next logical service
(Voice station / caller or hello tunes)
Target Group 4
68K
Threshold promotion
($ off promotion)
Target Group 5
98K
Threshold promotion
(% off promotion)
Target Group 6
156K
Welcome back
(SMS pack / caller or hello tunes)
For Individual Target Group, Segment Level Analysis is shown in coming slides which
can be replicated across all target groups
22. Analytics allows you to better treat preferred customers
Benefit Up-paid Corporate Post-paid
Image Associations
Psychologically driven
shift to match change in
life style/ stage
Matches the business/
corporate profile. Cues
security & stability
Least important. Image
perceived as ‘best deal’
Expected Usage
More consistent as well as
high usage expected
Similar kind of usage, but
now control exercised with
bill details
Possibly higher usage,
but with lower bills than
before
Convenience
Becomes a fixed monthly
routine without any
hassles of recharging
As easy as possible.
Need for simplest &
smoothest transition
Appreciated but not
critical. Should be aligned
to value perceptions
Value
Critical to convey that
decision well taken
Since mostly not/ partly
paid by self, so of least
importance
Should meet low monthly
budget. No rentals, better
call value & lower call
rates add to VFM appeal
25. Customers are Individuals. Campaigns should be too
To boost sales during slow/dull
periods
To Increase New Customer
Registrations and Encourage
Repeat Purchases
To Cross Sell / Upse Encourage
Repeat Purchases ll
& Push Slow moving
products
To Identify and
Reward Loyal
Customers
To increase ROI from
marketing campaigns
Special occasions and loyalty
26. Real-time Dashboards give smarter control over your business
• Quick and easy view of the business
• Details on overall revenues, CRM, Loyalty
program, and region/store level
performance
• Customizable based on time period, views,
and relevant KPIs
27. Delighting customers across the buyer journey – Lifecycle
Marketing
To build long-term value by understanding, measuring, analyzing,
predicting and enabling the entire customer experience
•Identify best customers
similar to current set
•Use customer data more
intensively for increasing
ARPU per customer
•Combine the telecom
operator’s reputation for
excellent products & service
as a loyalty & referral tool
Customer
Acquisition
•Build service & on-boarding
programs that improve
customer bonding
• Derive customer value &
treat customers differently
•Proactive campaigns from
customer management
program to ensure regular
contacts that builds
relationships
Customer
Retention
• Data analytics-driven,
segment-led marketing
• Targeted offers to increase
share of telecom spends –
VAS, ringtones, triple-play
offers etc.
Customer
Growth
28. The Unique Case
of TelcosThe role of customer
analytics to foster loyalty and sales growth
6/20/2014
29. Location
Based
targeting
•Driving
customers to
their nearby
retail store
•Targeted
communication
basis customer
segment/type
Coalition with
retailers
•Providing one
redemption
platform for all
•Loyalty points of
brands to be
converted to
Telco money
and vice versa
Top Customer
Program
•Rewarding and
engaging top
Telco customers
Retail
Customer
Engagement
•Customer
Engagement at
Telco Stores
Partnership Opportunities between Telco and Retailers
30. Typical Use Cases from Marketing
Lets take an example. One of customers We have been
provided the following 3 scenarios from the marketing
team –
1. Fixed Line customer
– We need to identify customers that are likely to
lapse
– Make relevant offers to these customers to
retain them as Telco customers
2. IPTV customers
– Understand engagement of customers across all
products
– Make relevant offers based on their
engagement
3. Broadband Users
– Identify customers that are likely to churn and
devise strategies to engage with them better
– Analyze the usage patterns of the customers
and devise strategies for upsell