This document discusses how analytics can drive better customer experience and more profitable campaigns. It outlines that many companies still lack a single customer view and do not personalize offers. The presentation recommends building a single customer view by collecting all customer data in one place. It then suggests using analytics to focus on key areas like customer journeys. Insights from analytics should then drive more relevant marketing campaigns. Case studies show companies achieving faster analysis, reduced production times, and high returns on marketing investments from implementing these best practices around data, analytics and marketing.

1. SDL Proprietary and Confidential
Roger Luxton, Industry Marketing Director, SDL Campaign Management and Analytics
Internet Retailing Jumpstart :
How Best Practice Analytics drives
better Campaigns and a more
profitable customer experience

2. 2
• Customer Experience
• Data – Driving Customer Experience
• Analytics – Driving Customer Experience
• Marketing – Driving Customer Experience
• Real Life Success stories
Agenda

3. 3
Customer Experience
3
“55% visited a store
to review products
prior to online
purchase. 66%
compared store and
online prices from the
high street”
SDL Shopper Survey
“80% expect
companies to know
purchase/retail history
and 84% expect them
to use data to improve
customer experience”
ClickFox
“23% have a single
customer view”
Internet Retailing
Research
“38% don’t personalise
offer at all”
Internet Retailing Research

4. 4
Customer Experience
4
“41% of marketers
admit missing
opportunities to
measure and learn
from campaigns”
Charterhouse
“53% of
marketers only
seeing medium
or low return on
marketing data
investments”
Charterhouse
“89% of CMOs say
social data has affected
at least some of their
decisions”
CMO Club

5. Customer Experience
5
Data
All your data
in one place
and available
to use
Analytics
Focusing on
the right
areas for
analysis
Marketing
Using insight
to make
campaigns
relevant
Interaction Sharing Buying

6. 6
Data – Driving Customer Experience
Single
Customer View
Data
All your data in
one place and
available to use

7. 7
Data – Driving Customer Experience
Usage, Competitors,
Preference
Clicked, considered
and purchased

8. 8
Data – Driving Customer Experience
Video viewed and
Data collected
Social Interaction
and Data collected

9. 9
Data – Driving Customer Experience Plenty of Data –
Making it useful

10. 10
Analytics – Driving Customer Experience
Analytics
Focusing on the
right areas for
analysis
Where revenue
comes from
Recency, Frequency
and Value

11. 11
Analytics – Driving Customer Experience
Customer Journey
focused
Customer and
Product Analysis

12. 12
Analytics – Driving Customer Experience
Store, Channel or
day of interaction
Time gap between
purchases

13. 13
Analytics – Driving Customer Experience
Campaign
Performance
Returns Analysis

14. Marketing – Driving Customer Experience
14
Items delivered
no returns
Added items to
basket
Click through to
website
Emailed offer to
prospects
Removed 2 &
purchased 2
Targeting
Personalise
Listen &re-use
Next Best
Recommend
Best channel
Marketing
Using insight to
make campaigns
relevant

15. Marketing – Driving Customer Experience
15
Shoes
Dresses
Both

16. Marketing – Driving Customer Experience
16
Visit website
and buy
Share video on
facebook
Play video and
register
Browsing a
poster/banner
Get email or
SMS offer
When
Name + Time
Interaction
What + Value
Share
Where

17. Real Life Success
17
“Our SDL platform increases
analyst efficiency over 3x faster”
“drastically reduced production
times for eDM from 24 hours to
less than 2 hours.”
“Since implementing the SDL
solution, the most recent 200
eDM campaigns delivered an
ROI of 2,200%”

18. Real Life Success
18
“The SDL solution handles 5 billion
transactions and 2 million customer
records.”
“Marketing team reduced campaign
analysis and list-pulling three-fold.”
“300 plus campaigns since launch,
consistently achieving positive ROMI.”
“ROI of all campaigns was
$6.05 returned for every marketing
dollar invested.”

19. Final Thoughts
• Get the right data in place and use it imaginatively
• Use that data with best practice analytics
• Drive your marketing with insight gained
• Then can get quick payback and a better customer experience
1919
Interaction Sharing Buying

20. www.sdl.com/ims
www.sdl.com/retail
Copy of presentation:
rluxton@sdl.com
Or leave business card/your name afterwards