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Understanding User Behaviour in
   the Omni-Channel World
        By Dave Wallace, Dawn Smith | JWT
                 14 June 2012
Omni-Channel Measurement
          from a Multi-Channel Marketing Perspective

The design specifications of omni-channel retailing are growing clearer by the day. Customers
want everything. They want the advantages of digital, such as broad selection, rich product
information, and customer reviews and tips. They want the advantages of physical stores,
such as personal service, the ability to touch products, and shopping as an event and an
experience. (Online merchants take note.) Different customer segments will value parts of
the shopping experience differently, but all are likely to want perfect integration of the digital
and the physical.
                                                  Darrel Rigby - The Future of Shopping, Harvard Business Review




 We approach Omni-Channel from a Multi-Channel Marketing user-centered and journey
 specific approach.
The Real World
The Real World
      User: Searched,
      Visited, Bought a
           Jumper

                                                    What do you do need?                                                Hi!

        Hello

                                   Who are you?
HI!                                                                                                 Hello




 TV     Search   Print   Banners   E-Commerce   Mobile   Social   Website   CRM   Call Center   Affiliates/Partners   Point of Sale
The Perfect World


Hello Dave
The marketer
Techie
The Dad
Likes trainers




  TV    Search   Print   Banners   E-Commerce    Mobile   Social   Website   CRM   Call Center   Affiliates/Partners   Point of Sale
The Perfect World


Know your customer
Communicate like you know them
Personalise based on behavior
Simplify to conversion
Optimise your spend
Realize organisation efficiencies


give them what they want…
when the want it...
before they realise they need it…
on the device or location they have…
Information Overload
It’s Not Simple Anymore




                % CTR




Media                             Website
The Path is More Complex

      TV    % CTR        Search   % CTR    Website    % CTR     Social


               % CTR        Coupon        % CTR   Store Visit



Now lets add in multi platform usage and trends: Mobile, Tablet, Desktop


           Store Visit             Product Research              Purchase
                                    Price Compare
                                     Social Reviews
The Path is More Complex

      TV    % CTR        Search   % CTR    Website    % CTR     Social


               % CTR        Coupon        % CTR   Store Visit



Now lets add in multi platform usage and trends: Mobile, Tablet, Desktop


           Store Visit             Product Research              Purchase
                                    Price Compare
                                     Social Reviews
T he L andscape I s D aunting

 ECRM                 Web Analytics               Mobile




Network Info               SEO                 Testing/AB
Social
Most important questions
to weed through the
clutter:

What do you want to measure
and why?
What is the purpose of that
channel?
Decision Point 1: Relevance & Culture
Decision Point 2: Know your Objectives, Channels, Device and Roles
Decision Point 3: Investment Scale

                                                               Omni/Cross Channel Optimisation
                                                      Listen                          Analyze                  Plan                        Speak

                                                      Overall Customer View           Revenue Causation        Trigger Campaigns           Personalized


                                                                           Multi-Channel Marketing
                                                      Listen                          Analyze                  Plan                         Speak

                                                      VOC per Channel                 Attribution Modeling     Channel Preference          Cross Platform


                                                                            Channel Optimisation
                                                      Listen                                    Analyze                                      Speak

                                                      Persisting Results                        Scoring, Modeling, Adv Segmentation          Faster Cycles


                                                                                Channel Execution
                                                         Listen                                                       Speak

                                                         File-Based List Processing                                   Single Channel Fire/Forget
*2012 Digital Marketer - Trend and Benchmark Report
Experian Marketing Services
Decision Point 4: Journey Or Stand Alone Method?




*2012 Digital Marketer - Trend and Benchmark Report
Experian Marketing Services
Decision Point 4: Technology Ecosystem




*2012 Digital Marketer - Trend and Benchmark Report
Experian Marketing Services
Decision Point 4: Technology Ecosystem




*2012 Digital Marketer - Trend and Benchmark Report
Experian Marketing Services
Decision Point 5: Expected ROI


How will adopting a optimisation and measurement
approach impact your business?

Increased product rebuy or conversion
Customer Satisfaction
Shorted Sales Cycle
Optimized Media Spending & Attribution
Business Efficiencies
Have You?



                    Finalised a      Understood
Adopted a
                   technology          your data
 mindset?
                   framework          limitations



                          Reported with in
        Set realistic
                             actionable
       expectations
                              insights
Optimisation Methodology


                                                                             2. Pre-Analysis
               Implementation
                                                                1. Confirm
                                                                                           3. Set Targets/
                                   Reporting &                  Objectives
Goals, KPIs,    Data Collection                     Training,                                  Goals
                                  Analysis System
 Strategy       System, Tagging                     Education
                                      Design

                                                                  5. Learn, Test,
                                                                                       4. Launch &
                                                                    Optimize &
                                                                                         Measure
                                                                     socialize




                                                                       Optimisation
Sample Deliverables

             Determine Campaign
      1      Ecosystem                      4   Set Targets/Benchmarks




     2       Set User Journeys              5   Determine Who Reports
                                                What




      3      Determine KPIs - Property or
             Holistic                       6   Global/Localization Planning


                                                Reporting & Insights
                                            7
Profiles & Ecosystem



        1
 Campaign Jobs to Be Done
 Channels and Role
 Profiles & Ecosystem
Set User Journeys



     2
Determine KPIs



    3
Determine KPIs



    3
Set Targets and Benchmarks



    4
Activity Scoring
                                                    25
                 A value is assigned for each      Points
                   site interaction depending
                   on how important that
     4             action is deemed                          15
                                                            Points
                                                                               30
                                                                              Points

                 All traffic can be valued by
                   its score which will
                   represent how engaged its
                   traffic was on-site

                 Volume x AVG Score =
                   Activity Metric
                                                                      25
                                                                     Points




         30 + 15 +25 + 35 = Activity Score (105)
Who Reports What?


                         Media       Site/Mobile
    5
                    PR        Awareness         Social




                         POS/Trial        CRM
Global/Localization



     6
Global/ ocalization
       L



    6
Reporting/Insights



     7
Reporting/Insights
Dashboard

     7
The Perfect World




Your users expect it from you.

Your competitors are doing it.

Are you ready to embrace it?

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Understanding user behaviour in the omni channel world- jwt

  • 1. Understanding User Behaviour in the Omni-Channel World By Dave Wallace, Dawn Smith | JWT 14 June 2012
  • 2. Omni-Channel Measurement from a Multi-Channel Marketing Perspective The design specifications of omni-channel retailing are growing clearer by the day. Customers want everything. They want the advantages of digital, such as broad selection, rich product information, and customer reviews and tips. They want the advantages of physical stores, such as personal service, the ability to touch products, and shopping as an event and an experience. (Online merchants take note.) Different customer segments will value parts of the shopping experience differently, but all are likely to want perfect integration of the digital and the physical. Darrel Rigby - The Future of Shopping, Harvard Business Review We approach Omni-Channel from a Multi-Channel Marketing user-centered and journey specific approach.
  • 4. The Real World User: Searched, Visited, Bought a Jumper What do you do need? Hi! Hello Who are you? HI! Hello TV Search Print Banners E-Commerce Mobile Social Website CRM Call Center Affiliates/Partners Point of Sale
  • 5. The Perfect World Hello Dave The marketer Techie The Dad Likes trainers TV Search Print Banners E-Commerce Mobile Social Website CRM Call Center Affiliates/Partners Point of Sale
  • 6. The Perfect World Know your customer Communicate like you know them Personalise based on behavior Simplify to conversion Optimise your spend Realize organisation efficiencies give them what they want… when the want it... before they realise they need it… on the device or location they have…
  • 8. It’s Not Simple Anymore % CTR Media Website
  • 9. The Path is More Complex TV % CTR Search % CTR Website % CTR Social % CTR Coupon % CTR Store Visit Now lets add in multi platform usage and trends: Mobile, Tablet, Desktop Store Visit Product Research Purchase Price Compare Social Reviews
  • 10. The Path is More Complex TV % CTR Search % CTR Website % CTR Social % CTR Coupon % CTR Store Visit Now lets add in multi platform usage and trends: Mobile, Tablet, Desktop Store Visit Product Research Purchase Price Compare Social Reviews
  • 11. T he L andscape I s D aunting ECRM Web Analytics Mobile Network Info SEO Testing/AB
  • 12. Social Most important questions to weed through the clutter: What do you want to measure and why? What is the purpose of that channel?
  • 13. Decision Point 1: Relevance & Culture
  • 14. Decision Point 2: Know your Objectives, Channels, Device and Roles
  • 15. Decision Point 3: Investment Scale Omni/Cross Channel Optimisation Listen Analyze Plan Speak Overall Customer View Revenue Causation Trigger Campaigns Personalized Multi-Channel Marketing Listen Analyze Plan Speak VOC per Channel Attribution Modeling Channel Preference Cross Platform Channel Optimisation Listen Analyze Speak Persisting Results Scoring, Modeling, Adv Segmentation Faster Cycles Channel Execution Listen Speak File-Based List Processing Single Channel Fire/Forget *2012 Digital Marketer - Trend and Benchmark Report Experian Marketing Services
  • 16. Decision Point 4: Journey Or Stand Alone Method? *2012 Digital Marketer - Trend and Benchmark Report Experian Marketing Services
  • 17. Decision Point 4: Technology Ecosystem *2012 Digital Marketer - Trend and Benchmark Report Experian Marketing Services
  • 18. Decision Point 4: Technology Ecosystem *2012 Digital Marketer - Trend and Benchmark Report Experian Marketing Services
  • 19. Decision Point 5: Expected ROI How will adopting a optimisation and measurement approach impact your business? Increased product rebuy or conversion Customer Satisfaction Shorted Sales Cycle Optimized Media Spending & Attribution Business Efficiencies
  • 20. Have You? Finalised a Understood Adopted a technology your data mindset? framework limitations Reported with in Set realistic actionable expectations insights
  • 21. Optimisation Methodology 2. Pre-Analysis Implementation 1. Confirm 3. Set Targets/ Reporting & Objectives Goals, KPIs, Data Collection Training, Goals Analysis System Strategy System, Tagging Education Design 5. Learn, Test, 4. Launch & Optimize & Measure socialize Optimisation
  • 22. Sample Deliverables Determine Campaign 1 Ecosystem 4 Set Targets/Benchmarks 2 Set User Journeys 5 Determine Who Reports What 3 Determine KPIs - Property or Holistic 6 Global/Localization Planning Reporting & Insights 7
  • 23. Profiles & Ecosystem 1 Campaign Jobs to Be Done Channels and Role Profiles & Ecosystem
  • 27. Set Targets and Benchmarks 4
  • 28. Activity Scoring 25 A value is assigned for each Points site interaction depending on how important that 4 action is deemed 15 Points 30 Points All traffic can be valued by its score which will represent how engaged its traffic was on-site Volume x AVG Score = Activity Metric 25 Points 30 + 15 +25 + 35 = Activity Score (105)
  • 29. Who Reports What? Media Site/Mobile 5 PR Awareness Social POS/Trial CRM
  • 34. The Perfect World Your users expect it from you. Your competitors are doing it. Are you ready to embrace it?

Editor's Notes

  1. Series 3 Dunny by Huck Gee
  2. Series 3 Dunny by Huck Gee
  3. Business website
  4. Qualcomm and Intel
  5. Social Conversation Wheel - Brian Solis
  6. Customers / brands are not collecting data, but when they do they’re not good at creating insights. They’re also overwhelmed by the data such that they don’t know what it means for the business and how to effectively leverage it “ The combination of some data and an aching desire for an answer does not ensure that a reasonable answer can be extracted from a given body of data” A Big Bank
  7. Detail on what this is Dave… talk about how hard it can be to link up.. But the importance is there…
  8. Low = everyone Low/mid = retailers Multi- channel =fmcg, automobile Omni/channel = amazon, burbery, intel
  9. Search and Call Center explination Dell
  10. Set kpis and targets.. Don’t revisit them… FMCG brand… not resetting expectation Kleenex… quality of a KPI
  11. Do you want to do user journeys or just a facet of the process? Plan your targets based on user behavior… more steps less conversions. Also look at content
  12. Do you want to do user journeys or just a facet of the process? Plan your targets based on user behavior… more steps less conversions. Also look at content
  13. For holistic.. don’t forget Awareness, Reach, Media, Social, PR and Site
  14. For holistic.. don’t forget to add in Awareness, Reach, Media, Social, PR and Site
  15. Series 3 Dunny by Huck Gee