How to use Customer Analytics to get the maximum out of Marketing Automation Solutions
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A detailed presentation on the importance of Customer Analytics to really understand your customers and take actions to improve retention and lifetime value. Presentation done at the Marketing Automation Summit on September 18th 2015 in Brussels by Hubert de Cartier, Partner at Universem.
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How to use Customer Analytics to get the maximum out of Marketing Automation Solutions
- 1. HOW TO USE CUSTOMER ANALYTICS TO GET THE MAXIMUM OUT OF MARKETING AUTOMATION SOLUTIONS September 18th 2015 #MAS2015 - @Universem - @hubcy
- 2. 11www.universem.be 17 experts Growth accelerator Google Analytics Certified Partner
- 4. Leading Private Sales Bike shop
- 5. Sales only for members Great offers on top brands For a limited time only
- 6. 6© www.universem.be Private sales business model Visitor Member Customer
- 7. CHALLENGE TO BETTER UNDERSTAND THEIR MEMBERS 1. What’s the customer journey? 2. How can I deal with mobile? 3. Is the ROI of my campaigns positive? Standard Google Analytics setup is not enough
- 8. From Session-based analytics … Search on Mobile First purchase Second purchase … to Customer analytics Search on Mobile First purchase Second purchase Unique user User id “47834567”
- 9. 9© www.universem.be Customer Analytics? Customer analytics gathers all techniques to 1. Collect all customer data 2. Analyze them to understand their behavior 3. Find insights to help make key business decisions Customer analytics > Web Analytics
- 11. 11© www.universem.be Challenge 1: Customer Journey The journey of a thousand miles must begin with a single step Chinese proverb
- 12. 12© www.universem.be Challenge 1: Customer Journey Generic Search Click Display Click Note: all data for information only Member 1234 Customer VIP Visitor Member Customer Inactive Member Active Member 40% 60% After 3 months 20% 80% 30% 20% 15%
- 13. 13© www.universem.be Challenge 1: Customer Journey Generic Search Click Display Click Note: all data for information only Member 1234 Active Member Customer Visitor Member Customer 60% 20% 8% 6% 40% 60% After 3 months 20% 80% 30% 20% 15% VIP
- 15. 15© www.universem.be Challenge 2: Dealing with Mobile Source: E-Commerce Belgium 2015, Comeos & Insites Consulting Picture: https://www.flickr.com/photos/68532869@N08/17471462035/ 25% of Belgians buys on mobile devices 39% wants to do it in the coming year for sport
- 16. 16© www.universem.be Challenge 2: Dealing with Mobile Note: all data for information only Members Conversion rate # of orders 2.500 3% 75 9.000 4% 360 4.500 1,6% 72 WHY SHOULD WE FOCUS ON MOBILE?
- 17. 17© www.universem.beNote: all data for information only Members Conversion rate # of orders 2.000 2% 40 8.000 2% 160 3.000 1,2% 46 500 6% 30 400 7% 42 1800 8% 126 300 21% 63 MOST VIPS Challenge 2: Dealing with Mobile
- 18. 18© www.universem.beNote: all data for information only Tablet Desktop Mobile 100% - - - 100% - - - 100% 40% 60% - 75% - 25% - 80% 20% 25% 60% 15% Challenge 2: Dealing with Mobile LAST STEP ON WHICH DEVICE?
- 19. Challenge 3: ROI of the campaigns
- 20. 20© www.universem.be Challenge 3: ROI of the campaigns Source: The Fournaise Marketing Group, 2014 80% OF MARKETERS STRUGGLE TO PROPERLY DEMONSTRATE THE EFFECTIVENESS OF THEIR MARKETING CAMPAIGNS!
- 21. 21© www.universem.be Challenge 3: ROI of the campaigns Generic Search Click Display Click Note: all data for information only Member 1234 Active Member Customer Visitor Member Customer 60% 20% 8% 6% 40% 60% After 3 months 20% 80% 30% 20% 15% From 1 day to several months timeframe
- 22. 22© www.universem.be Challenge 3: ROI of the campaigns Note: all data for information only COHORT ANALYSIS
- 23. 23© www.universem.be Challenge 3: ROI of the campaigns Note: all data for information only Great results: 1. Details on the turnover for each € spent 2. Decision to increase marketing budget
- 24. Going Further
- 25. 25© www.universem.be Going further 1. Your customers are changing! 2. Think about multi-channel 3. Seamless experience on all touchpoints
- 27. 27 Gembloux – Parc Créalys Rue Camille Hubert, 13 5032 Gembloux Tel: +32 (0)81 713 430 contact@universem.be Brussels Avenue H.-Debroux, 40 1160 Brussels Tel: +32 (0)2 318 23 90 contact@universem.be Question Time! Hubert de Cartier Partner & Project Director +32 (0) 81 713 431 hubert@universem.be @hubcy