John Rowley - Ferrero - Creating a data-driven customer journey with personas and smarter investment

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Today, the customer journey is a complicated matrix of multi-channel, hyper-targeted and in-the-moment marketing. So it’s no surprise that digital strategies rely heavily on data. Delivering fantastic commercials & loyal customers requires a data-driven marketing strategy to understand the customers you’re marketing to and how to invest in areas that really matter.

Marketing

.Creating a data-driven customer journey.
.with personas and smarter investment.

Analysing
performance
Marketing to
people
Creating lasting
experiences
.Customer. .Journeys..Profitable.

.Chloe.
35, Married with 2x kids
Loves buying new dresses
for nights out
“I need to try outfits
on before I buy”

.Chloe.
35, Married with 2x kids
Loves buying new dresses
for nights out
“I need to try outfits
on before I buy”
.Sandra.
65, Retired, Keen gardener
Buys Thorntons chocolate,
especially Alpinis
“Modern technology
confuses me”

.Chloe.
35, Married with 2x kids
Loves buying new dresses
for nights out
“I need to try outfits
on before I buy”
.Keith.
Highly political, taxi driver
Regularly researches car
parts on forums
“I’m not giving my
data to the devil”
.Sandra.
65, Retired, Keen gardener
Buys Thorntons chocolate,
especially Alpinis
“Modern technology
confuses me”

.Chloe.
“I need to try outfits
on before I buy”
14 day return policy
Payments after 28 days
.Keith.
“I’m not giving my
data to the devil”
Guest checkout
Security guarantees
.Sandra.
“Modern technology
confuses me”
Guided selling interface
Mail order & direct mail

Bought car matts?
Show car accessories
.Behavioural.
Lives in Nottingham?
Promote local store
.Individual.
In female segment?
Show new handbags
.Segmented.
.Personas = Personalisation.

.£100.
.Social executive. .Media buyer. .Search agency. .Store manager. .Affiliate partner.
Facebook
made £100
Television
generated
£100
Paid ads
have 200%
ROAS
I sold a
lightbulb
Give me my
commission

TV Store Affiliate
£0 £0 £0 £0 £100
£100
Last click
Google Social

TV Store Affiliate
£0 £0 £0 £0 £100
£100 £0 £0 £0 £0
£100
Last click
First click
Google Social

TV Store Affiliate
£0 £0 £0 £0 £100
£100 £0 £0 £0 £0
£5 £10 £15 £20 £50
£100
Last click
First click
Time
Google Social

TV Store Affiliate
£0 £0 £0 £0 £100
£100 £0 £0 £0 £0
£5 £10 £15 £20 £50
£35 £10 £10 £10 £35
£100
Last click
First click
Time
Position
Google Social

TV Store Affiliate
£100
Last click
First click
Time
Position
Google Social
£12 £18 £3 £65 £2Data
£0 £0 £0 £0 £100
£100 £0 £0 £0 £0
£5 £10 £15 £20 £50
£35 £10 £10 £10 £35

.Channel. .Time Spent. .Investment.
TV 37% 39%
Digital 44% 22%
Radio 12% 9%
Stores 4% 12%
.Over.
.Over.
.Under.
.Under.

.Customer.
Personas
Solutions
Personalisation

.Customer. .Analysis.
Attribution
Data-driven
Smart investments
Personas
Solutions
Personalisation

.Continue the conversation.
.@JohnARowley.
.JohnAlexanderRowley.com.

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John Rowley - Ferrero - Creating a data-driven customer journey with personas and smarter investment

1. .Creating a data-driven customer journey. .with personas and smarter investment.

3. Analysing performance Marketing to people Creating lasting experiences .Customer. .Journeys..Profitable.

4. .Marketing to people. .Part one:.

5. .Chloe. 35, Married with 2x kids Loves buying new dresses for nights out “I need to try outfits on before I buy”

6. .Chloe. 35, Married with 2x kids Loves buying new dresses for nights out “I need to try outfits on before I buy” .Sandra. 65, Retired, Keen gardener Buys Thorntons chocolate, especially Alpinis “Modern technology confuses me”

7. .Chloe. 35, Married with 2x kids Loves buying new dresses for nights out “I need to try outfits on before I buy” .Keith. Highly political, taxi driver Regularly researches car parts on forums “I’m not giving my data to the devil” .Sandra. 65, Retired, Keen gardener Buys Thorntons chocolate, especially Alpinis “Modern technology confuses me”

8. .Chloe. “I need to try outfits on before I buy” 14 day return policy Payments after 28 days .Keith. “I’m not giving my data to the devil” Guest checkout Security guarantees .Sandra. “Modern technology confuses me” Guided selling interface Mail order & direct mail

9. Bought car matts? Show car accessories .Behavioural. Lives in Nottingham? Promote local store .Individual. In female segment? Show new handbags .Segmented. .Personas = Personalisation.

10.

11. .Analysing performance. .Part three:.

12. .£100. .Social executive. .Media buyer. .Search agency. .Store manager. .Affiliate partner. Facebook made £100 Television generated £100 Paid ads have 200% ROAS I sold a lightbulb Give me my commission

13. TV Store Affiliate £0 £0 £0 £0 £100 £100 Last click Google Social

14. TV Store Affiliate £0 £0 £0 £0 £100 £100 £0 £0 £0 £0 £100 Last click First click Google Social

15. TV Store Affiliate £0 £0 £0 £0 £100 £100 £0 £0 £0 £0 £5 £10 £15 £20 £50 £100 Last click First click Time Google Social

16. TV Store Affiliate £0 £0 £0 £0 £100 £100 £0 £0 £0 £0 £5 £10 £15 £20 £50 £35 £10 £10 £10 £35 £100 Last click First click Time Position Google Social

17. TV Store Affiliate £100 Last click First click Time Position Google Social £12 £18 £3 £65 £2Data £0 £0 £0 £0 £100 £100 £0 £0 £0 £0 £5 £10 £15 £20 £50 £35 £10 £10 £10 £35

18. .Data-driven attribution.

19. .Channel. .Time Spent. .Investment. TV 37% 39% Digital 44% 22% Radio 12% 9% Stores 4% 12% .Over. .Over. .Under. .Under.

20. .Summary.

21. .Customer. Personas Solutions Personalisation

22. .Customer. .Analysis. Attribution Data-driven Smart investments Personas Solutions Personalisation

23. .Continue the conversation. .@JohnARowley. .JohnAlexanderRowley.com.

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